Allocadia Webinar: Win the Race for Marketing Planning Success: 5 Best Practices in Modern Marketing Planning

James ThomasCMO

Allocadia@jthomas_44

Mark SmithChief Research Officer

Ventana Research @marksmithvr

Presenters

Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia

Agenda

1. 5 Best Practices in Modern Marketing Planning2. Marketing Planning in Allocadia 3. Q&A

Housekeeping

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Marketing Planning Frequency

How frequently do you revise your marketing plan?

Ventana Research Benchmark Research 2014


• Annually (9%)• Semi-annually (14%)• Quarterly (34%)• Monthly (12%)• Weekly (5%)• Daily (1%)• As Needed (17%)

© 2015 Ventana Research

Five Best Practices in Modern Marketing Planning

Mark Smith: CEO & Chief Research Officer

Challenge for Modern Marketer

© 2015 Ventana Research7 © 2015 Ventana Research7

Work To Achieve• Ensure plan links the departments

budget, spend and results information to its goals.

• Only three in 10 said marketing plan is relevant to how company actually operates.

• Facilitate access to data to be able to interact with the plan. Fewer than one in four (22%) can drill to details of plan during meetings.

Best Practice #1

Align Plan to Business Objectives

Source: Ventana Research Business Planning Benchmark Research


Best Practice #2

Use Scenarios to Determine Priorities

Use What-if To Plan• Trade-off and scenario planning are

key to discovery opportunities and prioritize and require complete and timely data.

• Only three in 10 said software can help assess trade-offs well or very-well.

• Only 14 percent said they can explore every relevant scenario and fifth do not explore them at all.Source: Ventana Research Business Planning Benchmark

Research


Engage the Team• Innovative technology can

support collaboration processes that will increase the flow of new ideas and approaches.

• Fewer than half (46%) collaborate effectively or very effectively in marketing planning.

• Develop multifaceted plans that benefit the entire enterprise.

Best Practice #3

Use Collaboration to Establish Alignment



Dedicated Approach• Software designed specifically for

marketing can enable agile planning.• Over half (55%) that use dedicated

planning are able to explore scenarios.

• Evaluate what you use for marketing planning to ensure everyone can participate.

Best Practice #4

Adopt Purpose Built Technology



Gain Time to Value• Well designed software is able to

compare a plan to actuals to quantify impact of marketing spend.

• Measuring revenue impact is poor in fifth of organizations.

• Evaluate potential marketing software investments where they yield metrics.

Best Practice #5

Measure Impact of Marketing Investments



Modernize Marketing



1. Assess performance through planning and objectives

2. Identify areas where improvements has large impact

3. Track improvement by objectives to assess progress

4. Focus where you can optimize to revenue goals

5. Manage marketing to expected performance

Five Steps for Marketing Excellence



Marketing Planning Enables New Potential


Marketing Planning Tools/Software

How well do your tools or software for marketing planning enable you to optimize marketing spend?

• Very Well (7%)• Well (22%)• Adequately (24%)• Poorly (22%)• Don't Know (24%)

Ventana Research Benchmark Research 2014


How Modern Marketers Plan in Allocadia


Marketing Performance For All MarketersCloud marketing software for planning, budgeting, and analysis for revenue-driven marketing teams

CMO and ExecutivesReal time visibility &

analytics into every aspect of the organizations

marketing performance and contribution to company

revenueMarketing program ROI

across objectives, programs, teams, and segments

Marketing OperationsEasily unify marketing

investments with strategy and programs, so they can

optimize marketing performance

Global alignment across teams, programs, audiences

Field, Trade and Corporate MarketingEasy to use, spreadsheet-

free way to manage marketing plans, budgets, investments, and returnsOptimize and reallocate

spend to high value programs


Allocadia and The Path To Marketing Performance

How modern marketers plan in Allocadia

Scenario PlanningPlan with scenarios to act agilely across the organization as your

budgets change throughout the year.

Strategic InsightsAlign your top-down

strategic targets against bottoms-up marketing plans, empowering all

marketers to plan strategically.

Revenue Impact Plan your marketing

programs to align with revenue targets, achieving a more predictive view of

performance.


Planning & Budgeting in Allocadia

Scenario Planning: Budget view

Scenario Planning: Analytics View

Strategic Insights: Budget View

1) Strategic Data

2) Strategic Alignment

1) Strategic Data2) Strategic Alignment

Strategic Insights: Analytics ViewPlan your spend strategically against objectives, product lines, target audiences and campaign.

Revenue Impact Plan: Budget View

Revenue Impact Plan: Analytics View

Revenue Impact Actuals

Summary

• To achieve planning excellence, modern marketing organizations should able to:• Judge the effectiveness of their spend

and its impact on sales and business results

• Have visibility across their investments (ie. demand vs. awareness)

• Justify how their planned spend is aligned directly to business objectives


James ThomasCMO

Allocadia@jthomas_44

Mark SmithChief Research Officer

Ventana Research @marksmithvr

Connect with us


1. Get a copy of Strategic Planning for Modern Marketers, a research perspective by Ventana Research

2. Read the eBook: The Gold Medal Playbook of Marketing Planning

3. Get a demo of Allocadia

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