This document discusses how marketers now need to both "do marketing" by creating engaging customer experiences, and "run marketing" by managing budgets, analytics, and optimization. It has become difficult for marketers to do both due to the large number of marketing technologies available and their focus on either front-end customer experiences or back-end operations. The document advocates for a marketing performance management solution that can help different teams within marketing, like CMOs, operations, field marketing and finance, to better "run marketing" by gaining insights, aligning plans, and improving visibility into spending so they can spend more time and money on effective customer-facing marketing. It shares success stories of companies seeing benefits from such a solution in building confidence

1. Marketing Technology
for the Rest of Us:
Run Marketing So You Can Do More Marketing
Katherine Berry
Founder & CTO
Allocadia
@katherineberry
Speaker
Photo
(2.5” square)

2. How Did We
Get Here?

4. The Current Landscape
for Marketers

5. Macro-trends
The CMO has new pressures to
quantify marketing performance
- IBM Survey of 1,700 CMOs
Shift to the Cloud
• To improve business processes
• To manage operational data
Shift in Buying
• Consumers and Businesses
• Access to information, any device
Shift to the CMO
• Seat at the Executive Table
• More responsibility

6. “Only 35% of
marketing decisions are
made using marketing
analytics.”
- The CMO Survey, 2016

7. “Fewer than 20% of B2B
organizations are comfortable
with their ability to quantify the
returns on marketing spend.”
- SiriusDecisions

8. As a marketer, how do you …
. . . while managing investments and driving revenue…
Attract new
customers
Grow existing
relationships
Build brand loyalty
and advocacy

9. Run Marketing vs.
Do Marketing

10. Today’s Marketers Have Two Jobs
Do Marketing Run Marketingvs.

11. Customer
Attract
Acquire
ConvertRetain
Advocate
Do Marketing
Create Engaging Customer
Experiences by Overseeing
the Customer Lifecycle

12. CMO
Plan
Budget
MeasureAnalyze
Optimize
Run Marketing
Manage and Optimize the
Business Of Marketing

13. Both Are Essential
CMO
Plan
Budget
MeasureAnalyze
Optimize
Attract
Acquire
ConvertRetain
Advocate
Must
Coexist
Do Marketing Run Marketing

14. Run Marketing
(MPM)
Do Marketing
(Marketing Clouds)
Marketers Must Merge Both Jobs To Successfully
Manage the New Customer Lifecycle

15. Do vs. Run
“It’s like Maslow’s hierarchy of needs,
if I don’t Run marketing efficiently,
then I can’t Do marketing effectively.”
- Senior Business Director
Major Banking & Financial Group

16. Why Is This
So Difficult?

19. Six Martech Capability Clusters
1. Advertising & Promotion
2. Content & Experience
3. Social & Relationships
4. Commerce & Sales
5. Data
6. Management

20. Six Martech Capability Clusters
1. Advertising & Promotion
2. Content & Experience
3. Social & Relationships
4. Commerce & Sales
5. Data
6. Management
Do
Do
Do
Do
Run
Run

21. Data/Management “Run” Challenges
1
Plans
“Unaligned”
Inability to Align
Marketing Plans to
CMO Objectives
2
Investments
“Spreadsheet hell”
Lack of Visibility into
Global Marketing Spend
3
Measurement
“Practically impossible”
Closing the Loop
Between Marketing –
Finance - Sales

22. How Can Different
Marketers Run Marketing?

23. Marketing Performance
Management For Every Marketer
CMO & Executives
• Control & visibility over marketing mix
• Align with corporate objectives
• Make strategic decisions

25. Marketing Performance
Management For Every Marketer
Marketing Operations
• Accurate investment & returns data
• Streamline budgeting and planning process
• Provide meaningful insights across the org

27. Marketing Performance
Management For Every Marketer
Demand & Field Marketing
• Less time budgeting – more time marketing
• Gain insights into the next best action
• No longer needed to interface with Finance

29. Marketing Performance
Management For Every Marketer
Financial Planning & Analysis
• Gain visibility into distribution of marketing dollars
• Gain confidence that marketing is on plan
• Additional value—add insights

31. Success Stories

32. Jackie Yeaney
Executive Vice President,
Marketing & Strategy
Knowing how we are spending
and executing gives me
confidence that the entire
marketing organization is
contributing to the bottom line.”

33. Helena Lewis
Sr. Group Manager, Global
Marketing Operations & Technology
You can never have global
insights if you operate in
spreadsheets.”

34. Gina Reese
Business Intelligence Manager
Global Marketing Operations
In implementing a marketing
performance solution we have
definitely built a lot more
confidence across all of
marketing and strengthened
the relationship that we’re
building with finance as well.”

35. David Cohen
Director of Business Planning
It’s all about having the
intelligent ROI conversation.
Not only managing our money,
but also where we should be
spending our money. That
way, we can make better
strategic decisions.”

40. Katherine Berry
katherineberry
kathberry
katherine.berry@allocadia.com
allocadia.com

41. Abstract
Marketing Technology for the Rest of Us: Run Marketing So You Can Do More Marketing
B2B buyer demands have changed the game for B2B marketers. Because of their personal
experiences as consumers and thanks to digital technologies, B2B buyers expect a consistent and
personalized experience in every stage of the purchasing journey. Thanks to a fast-growing martech
landscape, CMOs today have an unimaginable amount of tech at their disposal to meet increasing
customer expectations. Many of these technologies are campaign-focused – helping marketers do
marketing. But, to truly implement this vision of personalized one-to-one customer conversations,
marketing teams also need to understand and integrate budgeting, planning and analytics – and learn
how to run marketing efficiently. When marketing organizations link front-end and back-end
technologies, they benefit from more operational efficiency and can devote more time, energy and
budget to their most important customer-facing work.
At the end of this session you will be able to:
-Make your marketing dollars work harder
-Prove what's working and what's not - and what to do about it
-Link the customer experience with marketing performance
Speaker: Katherine Berry, Founder & CPO, Allocadia

42. Outline
• How Did We Get Here?
• The Current Landscape for Marketers
• Run Marketing vs Do Marketing
• Why Is This So Difficult?
• How Can Different Marketers Run Marketing?:
CMO, Ops, Field/Corporate, Finance
• Success Stories

45. Allocadia Today