[Presentation] How GE Built a Tech Stack to Run Marketing Like a Business

How GE Digital Built a Tech Stack to Run Marketing Like a Business

Context.

Marketers Have Two Jobs

Customer

Create Engaging Customer Experiences byOverseeing the Customer Lifecycle

Do Marketing

Attract

AcquireRetain

CMO

Manage and Optimize the

Business Of Marketing

Run Marketing

Marketer’s Must Merge MPM & Execution

What’s at

Stake.

$290,000,000,000

spent in 2016

“Third consecutive year of marketing budget increases…”

Only 21% of marketers

are able to point all

measurements to

Marketing’s contribution

to revenue.

- Allocadia 2017 Marketing Performance

Management Benchmark Maturity Study

The average CMO’s tenure is half that of other executives

Source: 2016 Korn Ferry study

Marketers have a Huge Opportunity to prove their contribution

to the organization…and thus, Prove Their Value.

Marketers need a way to run Marketing

more like a business and not just a function.

Marketers have a huge opportunity to prove their contribution

to the organization…and thus, prove their value.

Marketers need a way to Run Marketing

More Like a Business and not just a function.

Allocadia Helps Marketers Run Marketing

About Kerri Wienbeck

Director of Marketing Operations, GE Digital

Drive the functional excellence of marketing

• Women in Commercial Leader

• American Airlines

• Georgetown MBA

MEET THE $1B STARTUP AT GE

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Need Answers to Questions Such As:

•What’s my ROI?

•What’s working and what’s not?

•Where should I shift dollars?

But…Not even Finance knew where we were spending $$$

Lack of visibility into what we were spending

&No ability to connect plans to spend to

results

How can I solve ROI if I don’t even know what my investments are?

How can I claim to Run Marketing Like a Business if I can’t control spend?

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Prove Marketing Matters By Running It Like A Business

#RunMarketing

Relevant Metrics

Investment Transparency

Language of the Business

Bottom Line Impact

RELEVANT METRICS

Three Tier Metrics System at GE Digital

IMPACT METRICS

TEAM OUTPUT

TACTICAL ACTIVITY

To: Executive Leadership

Ex: Opportunity Value, Deal Cycle Time

To: Marketing Leadership

Ex: Qualified Leads, Inquiries

To: Marketing Tactical Leaders

Ex: Clicks, Impressions, Open Rate

Visibility is the precursor to respect.

INVESTMENT TRANSPARENCY

LANGUAGE OF THE BUSINESS

Leverage Common Terms

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For ever dollar spent on marketing efforts, how much pipeline is generated?

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Execution Focused Tech Stack

Did not have a foundational

layer to connect the dots

Proving ROI

Option 1: Build database to connect

Option 2: Find our own marketing tool

Proving ROI

Option 1: Build database to connect

Option 2: Find our own marketing tool

Why Spreadsheets aren’t enough

• You must capture more than budget and cost

• Cannot connect the right data points

• Limited collaboration & version control

• Does not provide insights to make strategic

decision

Why We Chose Allocadia

• Pivot spend in different ways

• Have true conversation with finance about marketing investment

• Connect to other systems to measure actual ROI

• Actually run marketing like a business.

ImplementationKnew I wouldn't be saving the world in 1 shot

• Phased approach

• Included change management

• Clear who comes along in each part of the journey

Phases of Allocadia Roll Out

Pre-Allocadia 1“Just focused on

collecting data”

Pre-Allocadia 2

“Review of

technologies”

Phase 1“Getting data in, get it

flowing”

Phase 2“Expand to meet

reporting needs”

Phase 3:“Scaling & maximizing

Allocadia’s capabilities”

Allocadia Details Panel

31 2

Less Time in Spreadsheets

Impact Outside of Marketing

Marketing Finance

Connect the Dots Between “R” and “I”

Able to Act More Like a Business Owner

Visibility is the precursor to respect.

#RunMarketing with Allocadia

Visit us at Booth #20

Sam.Melnick@allocadia.com