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Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Proving Marketing’s Impact
Advanced Marketing Performance Management
In Partnership With:
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Presenters:
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Brian Brownrigg
Director, Customer &
Marketing Insights
@MopsGuru
Quintovate
Jerry Rackley
Chief Analyst
@jrackman
Demand Metric
Sam Melnick
Director, Customer &
Marketing Insights
@SamMelnick
Allocadia
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Today’s Agenda
 What is MPM (and why is it so important?)
 Advanced MPM: What the Data Says
 Creating Change to Create Impact
 Actions & Next Steps
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Marketing Performance
Management
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Context.
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Today’s Marketer Has Two Jobs
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Marketers Must Merge Both Jobs
to Succeed
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
More Options
Than Ever
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
More Tactics Than Ever!
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More Vendors Than Ever!
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Six MarTech Capability Clusters
1. Advertising & Promotion
2. Content & Experience
3. Social & Relationships
4. Commerce & Sales
5. Data
6. Management
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Six MarTech Capability Clusters
Do:
Do:
Do:
Do:
Run:
Run:
Advertising & Promotion
Content & Experience
Social & Relationships
Commerce & Sales
Data
Management
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
1 : 2
DoRun
But…
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Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Fewer than 20% of B2B
organizations are comfortable
with their ability to quantify the
returns on marketing spend”
SiriusDecisions
“
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Only 35% of marketing decisions are
made using marketing analytics”
The CMO Survey
“
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Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
If I don’t Run marketing efficiently,
then I can’t Do marketing effectively.”
Senior Business Director
Major Banking & Financial Company
“
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Marketers Must Focus on MPM to
Succeed
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Marketing Performance
Management (MPM) is the
strategic arm of marketing.
Defining MPM
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
What the Data
Says
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
26%
50%
18%
6%
0%
10%
20%
30%
40%
50%
60%
A B C D or lower
The MPM Landscape: Marketing’s
MPM Grade
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
89%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Best Rest
Agreement: Marketing Knows the
Business
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
95%
66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Best Rest
Agreement: Leadership knows how
marketing impacts the business
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
7.5
6.0
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
Best Rest
1 = Very Poorly; 10 = Extremely Well
Linking Marketing Results to
Business Goals
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
90%
63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Best Rest
Setting Performance Targets for Most/All
Marketing Programs & Objectives
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
5.2
5.9
5.8
7.2
8.0
7.6
0 2 4 6 8 10
Customers at risk
Customer Experience
Buying journey
1 = Not at all effective; 10 = Extremely effective
Best
Rest
Effectiveness at Using Data to
Understand
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
71%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Best Rest
Presence of a Marketing Operations
Function
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Creating The
Change
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Establish Foundation for Change
1. Align on Objectives
2. The Case for Managing Change
3. Plan for Consistent Communication to
ALL Stakeholders
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Finance:“I need to ensure the
marketers are viewing the
same financial information
I am for accurate
reporting.”
“I need to get my
marketers the right data,
accounting for all
sources of committed
and actual spend.“
“I need to be able to
track my marketing
plans and ongoing
spend in a way that
makes sense to me.“
Finance Marketing IT
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Crawl Walk Run
CapabilityMaturityLevel
 Measurement and
Reporting
 Marketing and Finance
Annual Planning
Processes
 Integrated
Campaign Views
 Align Campaign Spend to
Org Objectives
5
4
3
2
1
321
 Invoice to PO Matching
 Visibility to
Commitments and POs
 Predictive ROI Analytic ROI
 Finance-Marketing
Reconciliation
MPM Capabilities Alignment
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Structured change management will:
A) Minimize the negative impact of change in duration
B) Minimize the depth in the “Valley of Despair”
C) Accelerate time to competence/new levels of productivity for end users, and
D) Sustain ongoing performance and investment optimization.
The Case for Managing Change
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Assessing your stakeholder groups leads to effective, tailored communications
1) The relative size of stakeholders in any given group
2) The impact to stakeholders
3) The readiness of each stakeholder
BUSINESS VALUE
Low Medium High
Low
High
Medium
STAKEHOLDERIMPACT
Keep Satisfied
Monitor
ManageClosely
Keep Informed
PROJECTBUDGET
SMALL
MEDIUM
LARGE
HUGE
Stakeholder Readiness
Stakeholder Analysis
Stakeholder
Group Sizes
StakeholderImpact
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Move stakeholders up through the Commitment Curve; avoid the
Resistance Path!
LevelofCommitment
Time And Communication
AWARENESS
OWNERSHIP (or COMMITMENT)
BUY-IN
UNDERSTANDING *
UNAWARE
The Commitment Curve
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Actions & Next Steps
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Takeaway: MPM is NOT Opt-In
Energy Must Be Placed Here
Always Happening!
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
76%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Best Rest
Takeaway: MPM lets Marketing
Function as a Center-of-Excellence
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Takeaway: Stakeholders
BUSINESS VALUE
Low Medium High
Low
High
Medium
STAKEHOLDERIMPACT
Keep Satisfied
Monitor
ManageClosely
Keep Informed
Get to know ALL of your stakeholders intimately and plan
your communication around their needs.
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
 One-Week Exercise
 Personalized
Assessment
 Real Data about Your
Organization
 Helps You Garner Support for
MPM across the Organization
MPM Health Check
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
 www.allocadia.com
 @Allocadia
 Sam.melnick@allocadia.c
om
 866.684.0935
 www.quintovate.com
 @QuintoVate
 support@quintovate.com
 402.392.4017
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
For more information, visit:
www.demandmetric.com
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.

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Proving Marketing's Impact: Advanced MPM - Webinar

  • 1. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Proving Marketing’s Impact Advanced Marketing Performance Management In Partnership With:
  • 2. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Presenters:
  • 3. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Brian Brownrigg Director, Customer & Marketing Insights @MopsGuru Quintovate Jerry Rackley Chief Analyst @jrackman Demand Metric Sam Melnick Director, Customer & Marketing Insights @SamMelnick Allocadia
  • 4. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Today’s Agenda  What is MPM (and why is it so important?)  Advanced MPM: What the Data Says  Creating Change to Create Impact  Actions & Next Steps
  • 5. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Marketing Performance Management
  • 6. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Context.
  • 7. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Today’s Marketer Has Two Jobs
  • 8. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Marketers Must Merge Both Jobs to Succeed
  • 9. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. More Options Than Ever
  • 10. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. More Tactics Than Ever!
  • 11. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. More Vendors Than Ever!
  • 12. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Six MarTech Capability Clusters 1. Advertising & Promotion 2. Content & Experience 3. Social & Relationships 4. Commerce & Sales 5. Data 6. Management
  • 13. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Six MarTech Capability Clusters Do: Do: Do: Do: Run: Run: Advertising & Promotion Content & Experience Social & Relationships Commerce & Sales Data Management
  • 14. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 1 : 2 DoRun But…
  • 15. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Fewer than 20% of B2B organizations are comfortable with their ability to quantify the returns on marketing spend” SiriusDecisions “
  • 16. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Only 35% of marketing decisions are made using marketing analytics” The CMO Survey “
  • 17. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. If I don’t Run marketing efficiently, then I can’t Do marketing effectively.” Senior Business Director Major Banking & Financial Company “
  • 18. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Marketers Must Focus on MPM to Succeed
  • 19. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Marketing Performance Management (MPM) is the strategic arm of marketing. Defining MPM
  • 20. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. What the Data Says
  • 21. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
  • 22. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 26% 50% 18% 6% 0% 10% 20% 30% 40% 50% 60% A B C D or lower The MPM Landscape: Marketing’s MPM Grade
  • 23. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 89% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Best Rest Agreement: Marketing Knows the Business
  • 24. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 95% 66% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Best Rest Agreement: Leadership knows how marketing impacts the business
  • 25. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 7.5 6.0 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 Best Rest 1 = Very Poorly; 10 = Extremely Well Linking Marketing Results to Business Goals
  • 26. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 90% 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Best Rest Setting Performance Targets for Most/All Marketing Programs & Objectives
  • 27. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 5.2 5.9 5.8 7.2 8.0 7.6 0 2 4 6 8 10 Customers at risk Customer Experience Buying journey 1 = Not at all effective; 10 = Extremely effective Best Rest Effectiveness at Using Data to Understand
  • 28. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 71% 49% 0% 10% 20% 30% 40% 50% 60% 70% 80% Best Rest Presence of a Marketing Operations Function
  • 29. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Creating The Change
  • 30. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Establish Foundation for Change 1. Align on Objectives 2. The Case for Managing Change 3. Plan for Consistent Communication to ALL Stakeholders
  • 31. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Finance:“I need to ensure the marketers are viewing the same financial information I am for accurate reporting.” “I need to get my marketers the right data, accounting for all sources of committed and actual spend.“ “I need to be able to track my marketing plans and ongoing spend in a way that makes sense to me.“ Finance Marketing IT
  • 32. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Crawl Walk Run CapabilityMaturityLevel  Measurement and Reporting  Marketing and Finance Annual Planning Processes  Integrated Campaign Views  Align Campaign Spend to Org Objectives 5 4 3 2 1 321  Invoice to PO Matching  Visibility to Commitments and POs  Predictive ROI Analytic ROI  Finance-Marketing Reconciliation MPM Capabilities Alignment
  • 33. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Structured change management will: A) Minimize the negative impact of change in duration B) Minimize the depth in the “Valley of Despair” C) Accelerate time to competence/new levels of productivity for end users, and D) Sustain ongoing performance and investment optimization. The Case for Managing Change
  • 34. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Assessing your stakeholder groups leads to effective, tailored communications 1) The relative size of stakeholders in any given group 2) The impact to stakeholders 3) The readiness of each stakeholder BUSINESS VALUE Low Medium High Low High Medium STAKEHOLDERIMPACT Keep Satisfied Monitor ManageClosely Keep Informed PROJECTBUDGET SMALL MEDIUM LARGE HUGE Stakeholder Readiness Stakeholder Analysis Stakeholder Group Sizes StakeholderImpact
  • 35. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Move stakeholders up through the Commitment Curve; avoid the Resistance Path! LevelofCommitment Time And Communication AWARENESS OWNERSHIP (or COMMITMENT) BUY-IN UNDERSTANDING * UNAWARE The Commitment Curve
  • 36. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Actions & Next Steps
  • 37. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Takeaway: MPM is NOT Opt-In Energy Must Be Placed Here Always Happening!
  • 38. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. 76% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% Best Rest Takeaway: MPM lets Marketing Function as a Center-of-Excellence
  • 39. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. Takeaway: Stakeholders BUSINESS VALUE Low Medium High Low High Medium STAKEHOLDERIMPACT Keep Satisfied Monitor ManageClosely Keep Informed Get to know ALL of your stakeholders intimately and plan your communication around their needs.
  • 40. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.  One-Week Exercise  Personalized Assessment  Real Data about Your Organization  Helps You Garner Support for MPM across the Organization MPM Health Check
  • 41. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.  www.allocadia.com  @Allocadia  Sam.melnick@allocadia.c om  866.684.0935  www.quintovate.com  @QuintoVate  support@quintovate.com  402.392.4017
  • 42. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved. For more information, visit: www.demandmetric.com
  • 43. Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.