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James ThomasCMO
Allocadia@jthomas_44
Mitch PatelDirector, Marketing Solutions
Oracle Marketing Cloud@mitchpatel
Presenters
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Agenda
1. Money & Metrics discussion
2. How Eloqua users can better understand their ROI using Allocadia
3. Q&A
Housekeeping
Engage with us.
Ask a question or post a comment in the chat panel. We’ll
answer questions in the Q&A at the end.
Technical difficulties? Chat with our operator for assistance.
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
The highest driver of change cited by CMOs (31 percent) was the need to show ROI.
Fewer than 20 percent of B2B organizations are comfortable with their ability to quantify the returns on marketing spend.
-- Ross Graber, Marketing OperationsStrategies, SiriusDecisions,
The ROI Dilemma Webinar 2014
“
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Poll
How are you tracking your marketing spend and budgets?
• Spreadsheets, lots of tabs!
• Google docs
• Allocadia
• MRM solution
• We don’t, finance tracks it!
• Other
How to Participate
The poll will pop-up on your screen via
ReadyTalk.
Submit your answers!
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Challenge 1: Money.
Modern marketers struggle to report on how they’re investing their marketing dollars.
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Challenge 2: Metrics.
Modern marketers struggle with marketing performance metrics.
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
2 Perspectives on Measuring Marketing Metrics
Campaign Performance
Drives better programming to accelerate marketing’s impact on demand creation
How can we improve campaign performance and reallocate budget to high performing programs?
Director of Demand Gen
I want to know how much we’re spending and revenue we’re driving … across our marketing campaigns
Marketing Performance
Aligns spend, campaigns and results to measure marketing’s business impact
How is marketing’s performance driving revenue and impacting the business?
CMO
I want to know how much we’re spending and revenue we’re driving … across the marketing organization, especially when demand isn’t our only goal
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Poll
What marketing metrics are you reporting on today? (Select all that apply)
• Campaign metrics
• Social metrics
• Pipeline metrics
• Performance metrics
How to Participate
The poll will pop-up on your screen via
ReadyTalk.
Submit your answers!
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Challenge 3: Money & Metrics.
As marketing's business impact expands, so must marketing accountability. Marketing does not yet have control over many of the areas that it is supposed to influence, making it tricky to fulfill this big-picture expectation.
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
IDC’s CMO Hierarchy of Marketing Metrics
Manage the company
Manage the
marketing function
Manage
marketing activities
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CMOs must run their function as a full-fledged component of the overall business.
Source: IDC CMO Advisory Services 2013
CMO and Executives
Visibility & analytics into every aspect of the organization’s marketing
performance and contribution to company revenue
Marketing ROI across objectives, programs, teams, and segments
Marketing Operations
Easily unify marketing investments with strategy and programs, so they can
optimize marketing performance
Global alignment across teams, programs, audiences
Field and Corporate Marketing
Easy to use, spreadsheet-free way to manage marketing plans, budgets,
investments, and returns
Optimize and reallocate spend to high value programs
Marketing Performance for all marketers
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Drive a culture of performance across the marketing organization
How to get a full picture of your marketing performance
A. Planning & Budgeting. Start with Marketing Investment $.
B. Campaigns. Execute on your programs, tied to investment.
C. Revenue
Connect closed
won revenue to
programs and
investments.
CRM
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
The Path to Marketing Performance
Investment
Plan
Investment
Actuals
Investment
Forecast
Returns
Plan
Returns
Actuals
Returns
Forecast
Revenue Driven Marketing
Corporate ROI Strategy
Planned ROI
Actual ROI
Predictive ROI
Investment
Strategy/Target
Returns
Strategy/Target
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Manage your plan, forecast and actuals
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Connect your spend to campaign + revenue data
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Align your spend to objectives and strategic data
Track Campaign Performance: Cost-per metrics
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Track Marketing Performance: Impact on Business
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3 takeaways:
1. The foundation of measurement starts with investment: the “I” in ROI.
2. Define what marketing performance means at your organization before you build your measurement models.
3. To get to a complete picture of your marketing ROI, you need to bridge marketing finances with campaign data and results.
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
Questions
Post your questions in the Chat area.
James ThomasCMO
Allocadia@jthomas_44
Mitch PatelDirector, Marketing Solutions
Oracle Marketing Cloud@mitchpatel
Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia
James ThomasCMO
Allocadia@jthomas_44
Mitch PatelDirector, Marketing Solutions
Oracle Marketing Cloud@mitchpatel
Thank you.
Learn how you can tie marketing investments to your Eloqua campaigns and results using Allocadia.
• Connect with Allocadia at [email protected]
• Contact your Oracle Account Executive