Sam MelnickVice President, Marketing

@SamMelnick

Debbie QaqishChief Strategy Officer

@DebbieQaqish

Let’s Make This Interactive…

• We will have a series of polls during the webinar• Win a $150 Amazon gift card• Share your best idea for how to successfully

plan, budget and manage with a MOps lead. • Put all your ideas in the chat window. • We will select a winner post the webinar and

share the top ideas.

Poll #1 – How much experience do you have in strategic planning, budgeting and managing

What the Planning Process Feels Like

Why Marketing Planning is So Challenging

Tedious Process with No Owner

Spreadsheet & PowerPoint “Hell”

Stored Away Never to be Seen Again

Insanity: Doing the same thing over and over again and expecting different results.

Warning: Business Disruptor & Career Opportunity We believe a marketing operations led planning process is a game changer

The Marketing Organizat ion

BeforeThe Marketing Organizat ion

AfterLetting others dictate marketing’s priorities Running Marketing like a business

Silo’d Collaborative

Tactical Strategic

Reactive to other departments Proactive and a leader in the company

Lacking direction Visible path to success

How do you get there?

Strategic Planning, Budgeting & Management Model

3. BrokerShared KPIs

&Publish Plan

2. MediatePro FormaConsensus

1. Facili tate Alignment

4. Track & Measure

5. Responsive

Adjustment & Optimizat ion

Define & Lead Change

Planning Managing

Step 1: Facilitate Alignment Up, Across, and Down the Organization

Keys to Facilitating AlignmentReality: Change is sometimes needed to evolve. Marketing Ops must embrace and lead.

Silos Lead to Failure: This starts with the planning process.

Important: This work must be done before actual planning starts.

Common Barriers & Tools in Facilitating Alignment

Barriers ToolsLack of participation/collaboration Include stakeholders across the

organization

Lack of executive support Business case for updated planning approach

Sub-standard resources (technology, process, frameworks) Best practice examples of new tools

(Magic quadrant, vendor case studies)Lack of any pre-existing process

Poll: What is the most common barrier in facilitating alignment in your planning process:

Real Life Story: National Instruments

• Revamped Planning Process ~2 Years Ago• Refocus on Customer & Efficiencies• Leveraged RAPID Process & Outside

Partners• Learn More: bit.ly/NIMarketingPlanning

Helena Lewis Chief - Marketing Operations & Technology

Step 2: Mediate Consensus for Marketing’s Pro Forma

Explaining a Pro forma

“A pro forma is a financial statement of your earnings and expenses and is the key ingredient to getting your budget

approved”

Keys to Building the Pro Forma

Show Your Work: Pro forma (or budget) must show how marketing is supporting the business.

Be Strategic: Your pro forma should represent marketing strategy.

Roll Up Your Sleeves: There will be negotiations, be prepared to defend.

Common Barriers & Tools in Mediating Consensus for the Pro Forma

Barriers ToolsLack of Common Taxonomy Analyst frameworks

“We’ve always done it this way” Mediation skills and executive support

Lack of any pre-existing process Pro forma template and training

Lack of objectivity in the process Benchmark data and company historical data

Poll: What are the most common barriers to mediating the consensus of your pro forma

• Lack of common taxonomy

• “We’ve always done it this way”

• Lack of objectivity in the process

• Lack of any pre-existing process

Real Life Story: Fuze

• Able to “Restart” Marketing Planning & Budgeting, and KPI Process. • Start with what you can measure today• Expenses: Campaign (ROI) vs Non-Campaign

(non-ROI)• Learn More: http://bit.ly/FuzeMarketingPlanning

Ken Evans Sr Dir Marketing Operations

Step 3: Broker Organizational KPIs & Publish Plan

Keys to Brokering KPIs & Publishing Plan

Create a Path: KPIs alone are not enough – you must provide a plan.

Consistency is Your Friend: KPIs will differ, but limit discrepancies across the organization.

Audience First: Assure the plan is accessible and digestible for all marketers.

Common Barriers & Tools in Publishing the Plan

Barriers ToolsPlan is not published publicly (or is not accessible)

Technology to help display and communicate plan

KPIs and plans do not align Frameworks to connect plans and measurements

Fear of accountability of investments to results

Training and a clear path for how marketers can reach goal

Poll: Most common barrier when brokering KPIs and publishing the plan:

Real Life Story: Verint

• Started running SBP&M 7 years ago• Tackled visibility of marketing KPIs• Tackled cross-functional alignment• Tackled systems for sharing

Dan BrownVice President of Marketing Operations

Preparing for Steps 4 & 5:Enable the Organization to Move from “Planning” to “Managing”

3. BrokerShared KPIs

&Publish Plan

2. MediatePro FormaConsensus

1. Facili tate Alignment

4. Track & Measure

5. Responsive

Adjustment & Optimizat ion

Define & Lead Change

Planning Managing

Keys to Enabling the Organization to Move from “Planning” to “Managing”Shift Your Mindset: Change gears from “Lead” to “Enable and Support”.

Reduce the Lift : Set up systems and automated tracking to reduce lift once in the managing mode.

Do Not Set & Forget: Assure there is a process in place to analyze and adjust.

Common Barriers & Tools in Shifting from ”Planning” to “Managing”

Barriers ToolsPlans are stored in a share drive & never accessed once planning season is over

Process and/or technology to manage, update, & communicate plans

No systems in place to collect the proper data

Data strategy & BI tool to manage data & dashboards

Assuming the field will adjust on their own Ongoing enablement work to communicate results

Allowing for ad hoc measurements Defined “always on” KPIs & rules of engagement for net-new measurements

Real Life Story: GE Digital

• 26,000 Person “Startup”• Setup Monthly Review on Plans• Gave Functional Ownership Over Plans to

People Throughout the Organization• Learn More: http://bit.ly/GEMarketingPlanning

Neenu SharmaVP, Marketing Strategy & Operations

Your Take Aways

1. Win together, lose together

2. Take a business plan approach

3. Ensure KPI ownership at every level

4. Utilize technology as an enabler

Your Take Aways

1. Win together, lose together

2. Take a business plan approach

3. Ensure KPI ownership at every level

4. Utilize technology as an enabler

5. Marketing Ops – Be a Business Disruptor, it’s your time!

Call Us: We Can Partner With You on Your Planning Process!

Help You Enable Your Planning Process With Award

Winning TechnologySam.melnick@allocadia.com

Partner with You to Create a Best in Class Approach to Planning

Debbie@pedowitzgroup.com

Questions