How to Align Marketing Campaign Plans and Budgets with SiriusDecisions

How to Align Marketing

Campaign Plans & Budgets

A presentation on Global Marketing Alignment

Using The SiriusDecisions Campaign

Framework and Allocadia Software

Presenters

Craig MooreServices Director,

Marketing Operations Strategies

Richard SharpChief Operating Officer

Agenda Aligning Campaign Plans & Budgets

The SiriusDecisions Campaign Framework

Overview; Budgeting within the Framework

Allocadia Overview & Demo

Operationalizing the Framework using marketing budgeting software

Key Takeaways

Q&A

Housekeeping

• Questions? Please use the Question and Chat Pane on the

GoTo Webinar Panel

• Technical difficulties? Contact [email protected]

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2

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mailto:[email protected]

Overview of The

SiriusDecisions

Campaign

Framework

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Craig MooreServices Director,

Marketing Operations Strategies

How to Align Marketing Campaign Plans and Budgets for Better ROICraig MooreService Director, Marketing Operations Strategies

© Copyright SiriusDecisions.

All Rights Protected and Reserved.

Executive Summary

• Key issues

– B-to-b organizations waste significant funds on misaligned reputation,

demand creation and sales enablement activities

– The lack of a campaign planning framework is at the heart of this waste

– Budget planning and execution is essential for effective campaigns

• What you will walk away with

– An examination of why current campaign wisdom is flawed

– The components of a true end-to-end campaign

– Budget strategy for effective campaign planning and execution

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We Don’t Think “Campaign” Means What You Think It Means

SiriusPerspective: The heart of many of the problems organizations face in achieving these goals is a lack of a common planning framework.

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“We’re running a campaign for product X.”

“We’re running a white paper campaign.”

“We run 1,297 campaigns a year.”

“I know my campaign did well, because it produced a lot of leads.”

“The communications team is running a campaign.”



So, What Is a B-to-B Campaign?

SiriusPerspective: A complete, effective b-to-b campaign is defined by five core components.

• It is based on buyer need, not products that are being pushed

• It is a rollup of four program families and the tactics they contain

• It achieves five core jobs that when combined, drive corporate growth

• Its active runtime should be 12 months, and feature a set of carefully

choreographed activities

• It aligns the activities of multiple functions via an interlock process

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One: Basing Campaigns on Buyer Needs

SiriusPerspective: B-to-b buyers don’t buy things for the heck of it; they buy what helps solve well-understood, critical business problems.

• “We have a need FOR greater uptime on

our Web site.”

• “We have a need TO comply with the

newest SEC regulation by January 1 or

the government is coming in with that

yellow tape they like to put on our doors.”

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The Roll-Up of Programs and Tactics

SiriusPerspective: In order for mankind to be saved, the days of the “white paper campaign” must cease to exist.

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The building of awareness, interest

and urgency around a theme

The sourcing and nurturing of

demand based on the theme

The help with progression of

opportunities sourced by the theme

Focus group

SWOT analysis

Internal survey

Press release

Blog

Briefing

White paper

Webcast

Trial

Battlecard

Playbook

ROI tool

THE TACTICS

The knowledge building of external

targets and internal audiences

Market

Intelligence

Reputation

Demand

Creation

Sales

Enablement

THE PROGRAMS



Market

Intelligence

Reputation

Demand

Creation

Sales

Enablement

THE PROGRAMS

From Program Families to Jobs

SiriusPerspective: A campaign is a tightly orchestrated set of jobs that feature inputs from a broad range of aligned marketing functions.

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1. SEED

SEEDSCommunications

demand that is

4. ENABLE

ENABLED

with content and tools

developed by product/solution

marketing. When deals stall,

sales receives

3. NURTURE2. CREATE

CREATED NURTURED

…by a demand center and/or

field marketing, which then

feeds it to a sales force

and

5. ACCELERATE

ACCELERATION

help from field marketing.



The Sirius Decisions Campaign Framework in Action

Q4Q3Q2Q1

ENABLENURTURECREATE ACCELERATESEED

Market

Intelligence

Reputation

Demand

Creation

Sales

Enablement

• Campaign

Timeframe

• Job Type

Budgeting Within the Campaign Framework

How do you energize a campaign with the fuel it needs to run?



Demand Type and Program Emphasis

SiriusPerspective: Equal effort need not be given to each program family; use demand type to properly balance your efforts.

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ESTABLISHED

MARKET

NEW

PARADIGM

NEW

CONCEPT

100%

0%

Market

Intelligence

Reputation

Demand

Creation

Sales

Enablement



MI

DC

SE

R

Budgetary Considerations and the Timeline

SiriusPerspective: Funds must be allocated to a campaign over the programs and tactics that will debut during its lifetime.

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Q4Q3Q2Q1

ENABLE

NURTURE

CREATE

ACCEL

SEED

$140K $75K $60K $25K

15%

$45K

50%

$150K

30%

$90K

5%

$15K



Budgeting

SiriusPerspective: Start with an allocation approach to budgeting, and fill in the details when quarterly budgets are understood.

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And Then to Quarters

Allocated to Program Families

Campaign Budget Campaign

ReputationDemand

Creation

Q2 Q3 Q4

Sales

Enablement

Market

Intelligence

Q1

And Then Bottom-Upto Execution Types

Global

Development

Global

Execution

Regional

Execution



Possible Nested Campaign

SiriusPerspective: Central theme to communicate common message and segment-specific themes.

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Need A Better Way To Manage the Operational Data of Marketing

Corporate CampaignThe Data-driven Marketer ENABLE

SEED

Persona:

CMO

Persona:

Operations

ENABLE

NURTURE

CREATE

ACCELERATE

SEED

Enterprise Mid-Market SMB

Persona:

Manager

Persona:

VP



Persona Map

LOB

Persona Map For Content & Tactic Optimization

SiriusPerspective: Example persona targets for customer/buyers. Other persona to target may be industry thought leaders.

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IT Exec

CMO

Marketing Operations CMO

Marketing VP CMO

Marketing

Manager

Campaign

Hierarchy

Data-driven Marketer

Enterprise

Su

b-C

am

paig

ns

Mid-Market

SMB



Campaign

AllocationCampaign Hierarchy

Budget Map For Campaign Hierarchy

SiriusPerspective: Allocate budget to the campaign components in a manner according to their overall importance.

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Program AllocationMISEDCRep

85%

Data-driven Marketer

Enterprise

Sub-C

am

paig

ns

15%

Mid-Market 25%

SMB

15%

15%

45%

20% 55% 10%

25% 25% 35% 15%

35% 35% 20% 10%

35% 35% 20% 10%



Functional vs. Campaign Budgeting

SiriusPerspective: Money drives behavior. Allocate your budget to drive the behavior you want.

• Functional Budgeting

aligns resources to

organizations

– Each team builds their

own plan

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• Campaign Budgeting aligns resources to the go-to-market initiative

– Teams collaborate across the campaign planning and execution efforts

CMO

…Product Marketing

Field Marketing

Partner Marketing

Corp Mktg

Campaign 1

Campaign 2

Allocadia

Overview & Demo3

Richard SharpChief Operating Officer

Allocadia OverviewMarketing Budgeting Software for enterprise marketers.

Marketing

Investments

Marketing

ROI

Marketing

Planning

• Define your Campaign Hierarchy

• Set Budget Targets

• Align to Corporate Goals

• Measure ROI on Spend

What we will cover:

Demo

Key Takeaways4• Campaigns are based on buyer

needs; are long term and integrate

multiple functions via interlocks

• Campaigns comprise 4 key program

groups, that contain tactics

• An allocation approach to budgeting

provides the fuel to energize

campaigns

• Allocadia combines top-down

campaign allocations with bottom-up

with detailed plans and execution

Q&A5

Please post your questions in

the Question Pane and your

comments in Chat Pane.

Contact Us

Richard SharpCOO of Allocadia

[email protected]

604. 639. 5736 x. 111

www.allocadia.com

Next Steps:

Start a free trial at:allocadia.com/30-days-free-trial/

http://www.allocadia.com/