Watch our latest marketing webinar to discover practical advice on how to create operational excellence to achieve your marketing goals from campaign planning to performance. This webinar demonstrates Anaplan’s Marketing Resource Management and Marketing Performance Management apps—showing how leading organizations are truly connecting their plans to execution and performance to optimization.

1. Planning to performance
Marketing operational excellence:
Rowan Tonkin
Practice Lead, Marketing & Sales Apps
Anaplan

4. • Integrate the marketing plan to
the sales goals
• Get off to a flying start, allocate
budgets quickly
• Can you support the plan with
the right people?
• Embed success criteria into the
planning process

5. • Define audience segmentation,
channels, and messages
• Support your finance team
• Test your messages
• Structure creative feedback
• Measure the effectiveness of your
production process

6. • Ensure you have the ability to
redeploy funds quickly to
maintain results from the best-
performing channels
• Plan for resource availability
post-campaign deployment
• Have a back-up plan and be
ready to optimize it on-the-fly
• Build control groups to establish
performance

7. • Consider attribution models
• Measurement benchmarks
• Measure as often as possible
• Be prepared to double down on
what is successful

8. • Visualize key messages and
channels
• Measure marketing and sales
together where possible
• Learn from your resourcing
availability
• Understand the impact of
change

10. Q A