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Learn how marketing organizations are improving their marketing planning and budgeting processes using The SiriusDecisions Campaign Framework and Allocadia Software for better alignment. What you'll learn: 1) How The Campaign Framework works. Identify key components of B2B marketing campaigns and deliver advanced marketing planning concepts 2) How to Align your Marketing Budgeting Strategy & Programs. Connect your corporate goals to your marketing programs and campaigns 3) How to Manage your Marketing Investments & Budgets using marketing budgeting software. Define budget targets, release and re-allocate marketing funds Learn more at www.allocadia.com.
Citation preview
How to Align Marketing
Campaign Plans & Budgets
A presentation on Global Marketing Alignment
Using The SiriusDecisions Campaign
Framework and Allocadia Software
Presenters
Craig MooreServices Director,
Marketing Operations Strategies
Richard SharpChief Operating Officer
Agenda Aligning Campaign Plans & Budgets
The SiriusDecisions Campaign Framework
Overview; Budgeting within the Framework
Allocadia Overview & Demo
Operationalizing the Framework using marketing budgeting software
Key Takeaways
Q&A
Housekeeping
• Questions? Please use the Question and Chat Pane on the
GoTo Webinar Panel
• Technical difficulties? Contact [email protected]
1
2
3
4
Overview of The
SiriusDecisions
Campaign
Framework
1
Craig MooreServices Director,
Marketing Operations Strategies
How to Align Marketing Campaign Plans and Budgets for Better ROICraig MooreService Director, Marketing Operations Strategies
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Executive Summary
• Key issues
– B-to-b organizations waste significant funds on misaligned reputation,
demand creation and sales enablement activities
– The lack of a campaign planning framework is at the heart of this waste
– Budget planning and execution is essential for effective campaigns
• What you will walk away with
– An examination of why current campaign wisdom is flawed
– The components of a true end-to-end campaign
– Budget strategy for effective campaign planning and execution
6
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
We Don’t Think “Campaign” Means What You Think It Means
SiriusPerspective: The heart of many of the problems organizations face in achieving these goals is a lack of a common planning framework.
7
“We’re running a campaign for product X.”
“We’re running a white paper campaign.”
“We run 1,297 campaigns a year.”
“I know my campaign did well, because it produced a lot of leads.”
“The communications team is running a campaign.”
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
So, What Is a B-to-B Campaign?
SiriusPerspective: A complete, effective b-to-b campaign is defined by five core components.
• It is based on buyer need, not products that are being pushed
• It is a rollup of four program families and the tactics they contain
• It achieves five core jobs that when combined, drive corporate growth
• Its active runtime should be 12 months, and feature a set of carefully
choreographed activities
• It aligns the activities of multiple functions via an interlock process
8
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
One: Basing Campaigns on Buyer Needs
SiriusPerspective: B-to-b buyers don’t buy things for the heck of it; they buy what helps solve well-understood, critical business problems.
• “We have a need FOR greater uptime on
our Web site.”
• “We have a need TO comply with the
newest SEC regulation by January 1 or
the government is coming in with that
yellow tape they like to put on our doors.”
9
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
The Roll-Up of Programs and Tactics
SiriusPerspective: In order for mankind to be saved, the days of the “white paper campaign” must cease to exist.
10
The building of awareness, interest
and urgency around a theme
The sourcing and nurturing of
demand based on the theme
The help with progression of
opportunities sourced by the theme
Focus group
SWOT analysis
Internal survey
Press release
Blog
Briefing
White paper
Webcast
Trial
Battlecard
Playbook
ROI tool
THE TACTICS
The knowledge building of external
targets and internal audiences
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAMS
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAMS
From Program Families to Jobs
SiriusPerspective: A campaign is a tightly orchestrated set of jobs that feature inputs from a broad range of aligned marketing functions.
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1. SEED
SEEDSCommunications
demand that is
4. ENABLE
ENABLED
with content and tools
developed by product/solution
marketing. When deals stall,
sales receives
3. NURTURE2. CREATE
CREATED NURTURED
…by a demand center and/or
field marketing, which then
feeds it to a sales force
and
5. ACCELERATE
ACCELERATION
help from field marketing.
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
The Sirius Decisions Campaign Framework in Action
Q4Q3Q2Q1
ENABLENURTURECREATE ACCELERATESEED
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
• Campaign
Timeframe
• Job Type
Budgeting Within the Campaign Framework
How do you energize a campaign with the fuel it needs to run?
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Demand Type and Program Emphasis
SiriusPerspective: Equal effort need not be given to each program family; use demand type to properly balance your efforts.
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ESTABLISHED
MARKET
NEW
PARADIGM
NEW
CONCEPT
100%
0%
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
MI
DC
SE
R
Budgetary Considerations and the Timeline
SiriusPerspective: Funds must be allocated to a campaign over the programs and tactics that will debut during its lifetime.
15
Q4Q3Q2Q1
ENABLE
NURTURE
CREATE
ACCEL
SEED
$140K $75K $60K $25K
15%
$45K
50%
$150K
30%
$90K
5%
$15K
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Budgeting
SiriusPerspective: Start with an allocation approach to budgeting, and fill in the details when quarterly budgets are understood.
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And Then to Quarters
Allocated to Program Families
Campaign Budget Campaign
ReputationDemand
Creation
Q2 Q3 Q4
Sales
Enablement
Market
Intelligence
Q1
And Then Bottom-Upto Execution Types
Global
Development
Global
Execution
Regional
Execution
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Possible Nested Campaign
SiriusPerspective: Central theme to communicate common message and segment-specific themes.
17
Need A Better Way To Manage the Operational Data of Marketing
Corporate CampaignThe Data-driven Marketer ENABLE
SEED
Persona:
CMO
Persona:
Operations
ENABLE
NURTURE
CREATE
ACCELERATE
SEED
Enterprise Mid-Market SMB
Persona:
Manager
Persona:
VP
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Persona Map
LOB
Persona Map For Content & Tactic Optimization
SiriusPerspective: Example persona targets for customer/buyers. Other persona to target may be industry thought leaders.
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IT Exec
CMO
Marketing Operations CMO
Marketing VP CMO
Marketing
Manager
Campaign
Hierarchy
Data-driven Marketer
Enterprise
Su
b-C
am
paig
ns
Mid-Market
SMB
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Campaign
AllocationCampaign Hierarchy
Budget Map For Campaign Hierarchy
SiriusPerspective: Allocate budget to the campaign components in a manner according to their overall importance.
19
Program AllocationMISEDCRep
85%
Data-driven Marketer
Enterprise
Sub-C
am
paig
ns
15%
Mid-Market 25%
SMB
15%
15%
45%
20% 55% 10%
25% 25% 35% 15%
35% 35% 20% 10%
35% 35% 20% 10%
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Functional vs. Campaign Budgeting
SiriusPerspective: Money drives behavior. Allocate your budget to drive the behavior you want.
• Functional Budgeting
aligns resources to
organizations
– Each team builds their
own plan
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• Campaign Budgeting aligns resources to the go-to-market initiative
– Teams collaborate across the campaign planning and execution efforts
CMO
…Product Marketing
Field Marketing
Partner Marketing
Corp Mktg
Campaign 1
Campaign 2
Allocadia
Overview & Demo3
Richard SharpChief Operating Officer
Allocadia OverviewMarketing Budgeting Software for enterprise marketers.
Marketing
Investments
Marketing
ROI
Marketing
Planning
• Define your Campaign Hierarchy
• Set Budget Targets
• Align to Corporate Goals
• Measure ROI on Spend
What we will cover:
Demo
Key Takeaways4• Campaigns are based on buyer
needs; are long term and integrate
multiple functions via interlocks
• Campaigns comprise 4 key program
groups, that contain tactics
• An allocation approach to budgeting
provides the fuel to energize
campaigns
• Allocadia combines top-down
campaign allocations with bottom-up
with detailed plans and execution
Q&A5
Please post your questions in
the Question Pane and your
comments in Chat Pane.
Contact Us
Richard SharpCOO of Allocadia
604. 639. 5736 x. 111
www.allocadia.com
Next Steps:
Start a free trial at:allocadia.com/30-days-free-trial/