how to overcome top 4 #mpm roadblocks
TRANSCRIPT
Overcoming the 4 roadblocks to
Today’s Speakers
Jeff ChamberlainSr. Director, Product
Marketing
Sam MelnickVP of Marketing
Pete MatthewsMarketing/ Sales
Operations
Laura Patterson President & Founder
What is Marketing Performance Management?
Leading Industry Analysts are Helping to Define Marketing Performance Management (MPM)
“If B2B marketing measurement represents what a driver sees in a car’s rearview mirror, then MPM serves as the headlights and the steering wheel of the car itself that improve both visibility and control for the driver.”
-Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality
Allison SnowSenior Analyst
“Marketing performance management (MPM) encompasses the technologies and services for solutions that support marketing’s ability to gain access to insights, analyze data, make predictions, and optimize marketing programs, campaigns and resources…
…At the foundational level, MPM includes a data repository, BI tools and analytical workbenches. At the strategic level, MPM provides role-based access to information and KPIs through dashboards, visualization, point-and-click analysis, modeling, simulation and optimization.”
Definition of Marketing Performance Management
Why Marketing Performance Management Matters
CMO Turnover in 2016 Was at its Highest Level
in 4 Years
Russell Reynolds Associates: http://www.russellreynolds.com/insights/thought-leadership/marketing-moves-2016-q1-q2
Why Marketing Performance Management Matters
Forrester predicts 30% of CMOs will lose their job in
2017
2017 Predictions: Dynamics That Will Shape The Future In The Age Of The Customer: https://go.forrester.com/wp-content/uploads/Forrester-2017-Predictions.pdf
Why Marketing Performance Management Matters
"CMOs now have to show that they are impacting business growth right from the outset, or they are likely to be short-lived on the job."
The New CMO Reality: 'Grow Or Go’: https://www.forbes.com/sites/avidan/2016/12/07/the-new-cmo-reality-grow-or-go/#1b2bc48953d0
Where MPM Comes into Play
Marketing Performance Management
Marketing Execution
Top 4 Roadblocks to Overcome!
1. Corporate Alignment
2. Process & Technologies
3. Best practices of monitoring & measurement
4. Creating business impact & value
Corporate Alignment
Takeaways for Creating Corporate Alignment
✓ Always tie goals and measurements to corporate objectives
✓ Alignment is a never ending job
✓ Don’t forget about Finance!
Processes & Technology Approach
Takeaways for Building a Processes & Technology Approach
✓ The best technology solutions work on a process that is proven
✓ Map out the way your customer buys &map sales process: Then understand how they match
✓ Establish a 3-5 year process and technology roadmap strategy
Best Practices of Monitoring & Measurement
Takeaways for Monitoring & Measuring Marketing Results
✓ Don’t look for Technology to be a magic fix
✓ Make sure you have quality data before you automate measurements
✓ Start with overall objectives, then move to the needs of stakeholders and then finally process
Creating business impact & value
Takeaways for Creating Business Impact & Value
✓ Align Marketing initiatives and investments to what matters to the business
✓ Embrace data, processes, and tools to facilitate alignment and agility
✓ Seek continuous improvement and benchmark against industry best practices
The Great Big Guide to Marketing Performance Management