Webinar: Uncovering the Most Useful Metrics for Planning Season
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Watch the webinar here: https://content.allocadia.com/webinars/uncovering-the-most-useful-metrics-for-planning-season It seems like every year, once the chaos of your marketing planning process is over, you look back and think to yourself, "next year, I'll be more prepared for this!" Yet when the next year rolls around, planning season sneaks up and becomes just as troublesome once again. With FY19 planning season knocking on your door, now is your chance to break this vicious cycle. But where should you start? By examining the metrics that will guide marketing as to where to invest their resources in the coming year. Ken Evans, Senior Director, Marketing Operations at Fuze shares how he wrangles the right metrics to make sure planning season is a success. We’ll answer these questions: - What metrics should I use during planning season and why? - Who within marketing (and beyond) cares about these metrics? - What technologies does Ken use to collect these metrics?
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Webinar: Uncovering the Most Useful Metrics for Planning Season
- 1. Intro
- 2. Sam Melnick Vice President, Marketing @SamMelnick Ken Evans Senior Director, Marketing Operations @DGMatters
- 11. Hey Ken, talked with our CEO yesterday. Budgets are coming down on Friday and plans are due next Wed. That time line works, right? CMO
- 12. Uhh, thanks for the heads up. We’ll make the timing work, boss!
- 13. Oh C#!&, its planning season and we’re already behind. Another fire drill awaits us!
- 15. So, Where Do You Start?
- 16. So, Where Do You Start?
- 17. So, Where Do You Start?
- 18. So, Where Do You Start? Corporate Strategy
- 19. So, Where Do You Start? Corporate Strategy
- 20. So, Where Do You Start? Corporate Strategy Input from sales
- 21. So, Where Do You Start? Corporate Strategy Input from sales
- 22. So, Where Do You Start? Corporate Strategy Input from the field Input from sales
- 23. How Can you Get a Head Start?
- 25. Before We Start: 3 Truths About Marketing Planning
- 26. Before We Start: 3 Truths About Marketing Planning 1. There are non-demand gen, non-campaign activities that must be prioritized and there are not clear metrics to measure them
- 27. Before We Start: 3 Truths About Marketing Planning 1. There are non-demand gen, non-campaign activities that must be prioritized and there are not clear metrics to measure them 2. However, almost always, final decisions are based on data. Having the data is the first step
- 28. Before We Start: 3 Truths About Marketing Planning 1. There are non-demand gen, non-campaign activities that must be prioritized and there are not clear metrics to measure them 2. However, almost always, final decisions are based on data. Having the data is the first step 3. Your Goal: Know your business better than your CMO & make decisions easier for her
- 29. Where we will focus today
- 34. Allocadia’s Hierarchy of Measurements
- 35. Core Investments: Metrics for Planning “Where am I spending my time & money?”
- 36. Core Investments: Metrics for Planning Questions Answered • Where did we place our bets last year? • How was spending distributed? • What has flex vs what is “committed”? Example Metrics • Programs : People spend ratio • Marketing activity spend types • Awareness : Demand spend ratio • Actual spend by quarter/geo/more Audience • CMO • Marketing Ops • Marketing Leadership Team • Finance Technology Involved • Netsuite (ERP) • Allocadia
- 37. Tactical Results: Metrics for Planning “What are my frontline results?”
- 38. Tactical Results: Metrics for Planning Questions Answered • What activities garnered responses? • Where were we active in market? • What personas and/or accounts responded? Example Metrics • Inquiries/marketing responses • Geographical breakdown of activity • Impressions from media • Account engagement Audience • Campaign managers • Field marketers • Department leaders Technology Involved • Eloqua/SFDC • Full Circle Insights • Google Analytics • Engagio
- 39. Advanced Measurements: Metrics for Planning “How is marketing performing as a business?”
- 40. Advanced Measurements: Metrics for Planning Questions Answered • What produced the most initial meetings? Qualified pipeline? Deals? • What did we spend across campaigns or stages of the buyer’s journey? Example Metrics • SALs/SQLs driven • Pipeline generated and/or influenced • Cost per campaign or buyer’s journey stage Audience • CMO & Marketing Leadership • Campaign managers • Department leaders • Sales Ops Technology Involved • Eloqua/SFDC • BI Tools/Excel • Allocadia • Pipeline analysis tool (e.g. Clari)
- 41. Business Impact: Metrics for Planning “Where should we spend our next dollar?”
- 42. Business Impact: Metrics for Planning Questions Answered • What is the right context of all our actions? • What is the most efficient way to drive pipeline or revenue? Example Metrics • ROI (Aggregate & attribution based) • Planned/predictive ROI • Market Share & TAM Audience • CMO • Marketing leadership • Sale leadership Technology Involved • Eloqua/SFDC • BI Tools/Excel • Allocadia • Your Marketing brain
- 44. Let Allocadia Help You This Planning Season Try it today – Free Trial Sam.melnick@allocadia.com Contactus@allocadia.com
Notes de l'éditeur
- Check out the webinar here: https://content.allocadia.com/webinars/uncovering-the-most-useful-metrics-for-planning-season