Microsoft & Red Hat: Two Very Different Journeys to Marketing ROI
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The document discusses marketing performance management and the importance of measuring marketing return on investment (ROI). It describes how Allocadia helps marketers gain visibility and control over their marketing investments, plans, and budgets. Allocadia provides a common taxonomy and standardized performance measurements to connect marketing investments to business outcomes. This allows marketers to accurately measure the "I" in ROI and optimize future marketing spend.
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Microsoft & Red Hat: Two Very Different Journeys to Marketing ROI
- 2. The 2017 #RunMarketing Awards celebrate Marketing Performance Management (MPM) champions who run the business of marketing. They’re the operational mechanics of the marketing machine, working tirelessly behind the scenes, strategizing, planning, budgeting and analyzing to make sure every dollar counts and drive maximum results.
- 3. Ryan Danner Director, Global Marketing – Planning & Financials Red Hat “Under Ryan’s leadership, Red Hat’s marketers have gained control and visibility into their marketing investments, plans and budgets, and marketing has become a more strategic and trusted partner across the organization.”
- 4. Harris Thamby Senior Program Manager, Sales & Marketing Engineering “Harris has a deep understanding of the way marketers work at Microsoft. He has shaped the technology around their business needs in specific and innovative ways, often getting closely involved in the details of data, integrations and workflows.”
- 5. Marketers Have Two Jobs Customer Create Engaging Customer Experiences by Overseeing the Customer Lifecycle Do Marketing Attract AcquireRetain CMO Manage and Optimize the Business Of Marketing Run Marketing Plan InvestMeasure Results
- 9. Rapid Growth led to Disparate Data PLANS ANALYTICS AND BI TARGETS POs ACTUALS
- 11. ”I” is Foundational to “ROI”
- 12. Ø What chips are on the table right now? Ø Where do we have flexibility? Ø I need to be opportunistic. Can I fit $nn into this quarter? Ø How much confidence do I have in this data?
- 13. Separated Investment and Result Data Investments Outcomes ROMI
- 15. All Are Needed Within Marketing Technology ProcessPeople
- 18. Lack of Common Performance Measurements or Language
- 19. No Way to Connect Returns & Investments
- 21. Standardized on a Taxonomy • Identified 4 – 6 pivots (meta data) • Created a Common Language • Communicate and enabled broadly
- 22. Connect Process, Systems, and Taxonomy ROMI Performance Measurements Execution Costs
- 24. More Data Needed = Greater Operational Burden
- 28. Rapid Progress around the “I” PLANS ANALYTICS AND BI TARGETS POs ACTUALS Before Allocadia Today PLANS POs ACTUALS ANALYTICS AND BI TARGETS
- 29. Creating Visualization, Transparency and Integration
- 30. Accuracy Around the ”I” in ROI *Sample data. Not Red Hat.
- 32. Full Visibility into Marketing Plan • Aggregation of the entire plan • Campaign level intelligence • A checkpoint for spend *Sample data
- 33. Ability to Pivot Performance Measurements and Execution Costs ROMI Performance Measurements Execution Costs Geo’s Products Campaigns
- 34. Life After Allocadia 88% reduction manually data entries 100% of field marketing dollars accounted for 1M+ leads generated via planned marketing activities 500+ users within 70+ countries
- 35. Let’s Discuss
- 36. “What part is Allocadia playing in getting you to marketing ROI?”
- 37. What recommendations do you have for other marketers trying to get to and measure marketing ROI?
- 38. Get in touch! Jocelyn Brown VP Customer Success jocelyn.brown@allocadia.com Cloud software that gives marketers confidence in where to invest their next dollar.