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