Presentation of the marketing metrics we put into place to help manage our demand generation process and our current results. Presentation made for Genius.com Demand Academy
3. Lumension at a Glance Our Vision IT Secured. Success Optimized Our Mission Develop innovative solutions that manage endpoint operations, security, and compliance with less complexity and cost 3
12. Focus Area 1: Define What You Want To Measure Lumension Marketing Key Metrics: (Quantity trends & diagnose causes) Lumension Marketing Key Performance Indicators: (The Health of the Business Function) Tactic Operational Metrics
53. Where We Are Now? Measurement Vision: “Marketing As A Science” Structured In-Market “Test & Learn” Historical Data Analysis Lumensionis here 2010 How should we optimize spend across segments? What tactics are driving results in each segment? Marketing Optimization Target Marketing Predictive Yield Launch Simulation Investment Allocation Segment Allocation What are we yieldingfor our Investment? Business Value Media Mix Contact Cadence Messaging Offer/Proposition Segment/Buyer Performance Management Where are we spending our money? Market Position Brand Equity Pipeline Yield Field Readiness Revenue/Growth Budget Allocation People vs. Programs Committed vs. Available Budget Variance Time To Enable