2 October 2014,
Shimon Ben Ayoun, Jessica van Rijn
By: Shimon Ben Ayoun
Managing Partner
spotONvision
@shimonbenayoun #b2bnl
5 Takeaways from the Marketing
Performance Management Survey 2015

CEO’s Think Marketers Lack Business Credibility:
They can’t Prove they Generate Business Growth
Source: Fournaise Research
73%
@shimonbenayoun

@shimonbenayoun
Why?
Branding, branding, and branding
Sexy marketing trends
More budget without proving impact
Show lots of marketing data with no P&L meaning
Focus too much on ‘arty fluffy’ side of marketing

‘Until marketers start speaking the P&L language of their CEO’s and CFO’s and
start tracking the effectiveness of their strategies and campaigns, they will
continue the lack credibility in the eyes of their CEO’s and will continue to be
seen more as a cost center than an asset’
Source: Fournaise Research

@shimonbenayoun
spotONvision Commitment
With a dedicated passion for B2B marketing, a vast knowledge of the B2B
buying process, content marketing and technology, spotONvision helps
its customers to implement a buyer-centric marketing strategy &
operations to drive pipeline growth, credibility and value

www.spotonvision.com/mpm
26 CMO’s
ABN AMRO Bank
N.V.
Accenture
AFAS Software
Aon
Bidvest DeliXL
BIM Media
Company size revenue
BT
DHL Express
DLL Group
E.ON
EMC
Exact
EY
Fluke Networks
KPN
Linkedin
NUON
NXP Semiconductors
Philips Lighting
PPG Industries
Robeco
Royal HaskoningDHV
Seagate Technology
TomTom Telematics
Wavin
Xerox
In cooperation with:
• Budget allocation
• Processes and reporting
• Campaigns and activities
• Roles & responsibilities
• Insights and metrics
• Priorities & challenges
• Outlook

@shimonbenayoun
Marketing performance management
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
“
“
The analysis and improvement of the efficiency and
effectiveness of marketing (…) by focus on the alignment of
activities, strategies, and metrics (…) monitor marketing performance
(…) utilize marketing dashboards to manage marketing
performance.
“
“
It is important because
1. It helps marketers to show the value of marketing to the organisation
2. It helps marketers getting more for less by making marketing more efficient and
effective
“The processes and systems that help organisations
measure the results of their marketing activities”
spotONopinion

@shimonbenayoun
5 Takeaways
1. Performance Management is top-of-mind
2. What can we learn from the experts
3. Campaign performance is not only about the # of leads
4. What are the key enablers for MPM?
5. Main challenges to implement MPM

@shimonbenayoun
1. Performance management is top-of-mind
Surprise? No
Marketers now have
more tools available than
ever before
But…
The challenge for many marketers is to take it to the next level
Marketing Executives Are Under Growing Pressure to Show Return on Investment,
As Companies Tighten Controls. Source: The Conference Board Reports

Marketing performance maturity model
Framework Reporting
Processes and metrics which connect
marketing performance to company
objectives
Dashboards and reports marketers use
to show results
@shimonbenayoun

@shimonbenayoun
2. What can we learn from the experts in MPM
1. Maintain a clear structure to track
budgets and to connect spending to
campaign results
2. Rely on online marketing activities that
foster data acquisition and
measurement
3. Use marketing automation tools and
integrate them with CRM
4. Engage top-level management to drive
improvement of marketing capabilities

@shimonbenayoun
3. Campaign Performance is not only about # of Leads
What do we know about marketing’s
contribution to revenue?

Pipeline Revenue Insights
Insight is required into how marketing-originated leads perform during all stages in the
pipeline. When having this insight, both short-term actions to boost sales and long-term
projects to structurally improve marketing contribution to pipeline performance can be initiated
spotONopinion

1. Marketing (&Sales) Technologies
2. Management involvement
@shimonbenayoun
4. What are the key enablers for MPM?

Enabler 1: Marketing automation & MPM
Marketing Automation
Allows companies to capture leads, track
behaviour, track pipeline performance of
leads, attribution touchpoints
@shimonbenayoun

Marketing automation Leads to better insights
@shimonbenayoun
Measuring an overall MPM can enable
companies to attain greater results from its
marketing budget by looking beyond
campaign performance improvements
spotONopinion

Enabler 2: Management involvement
@shimonbenayoun
Having assigned the responsibility to align marketing
metrics with business goals indicates that marketing
performance management is part of the company agenda
and that it gets evaluated over time.
spotONopinion

Marketing executives often not held accountable
@shimonbenayoun
Marketing’s stakeholders at the board level often do
not have a clear understanding of what marketing
can achieve. Successful marketing leaders do not
wait for their peers to set tasks.
spotONopinion

5. Challenges most marketers run into
Build expertise performance
mgt, digital, marketing
automation.
Convince board to invest in
technology and optimisation.
Change culture to be more
analytic and performance
driven.
@shimonbenayoun

@shimonbenayoun
What can we do to improve our marketing performance
management capabilities?

A step-by-step approach
@shimonbenayoun
Align current performance metrics and KPIs to strategic goals.
Create executive and tactical marketing performance dashboards.
Improving data availability in order to achieve better insight.
Assign roles and responsibilities to
embed performance management into all
marketing processes.
1
2
3
4 Optimise content performance, channel
performance, campaign performance,
pipeline performance.

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Contact us:
www.spotonvision.com