This webinar helps you to come away with a clear picture of where your organization stands on Allocadia’s Marketing Performance Maturity Model and gain practical advice for advancing up the 5 stages of marketing performance. You'll also learn: - The inputs and steps needed to create a high performing marketing organization - Advice on improving and advancing through each stage of the maturity model - Which areas of improvement to focus on as you head into 2017 planning season To watch the webinar on demand visit: http://resources.allocadia.com/5-stages-in-marketing-performance-heinz-webinar.html

2. Sam Melnick
Director,
Customer & Marketing Insights
@SamMelnick
Matt Heinz
President
@HeinzMarketing

3. What We Will Cover Today
• What is Marketing Performance
• Introduce Allocadia’s Maturity Model
• Identifying What Stage You are in & Tips to Advance
• Key Take-Aways
• Questions

4. Context.

5. CMO
Manage and Optimize the
Business Of Marketing
Run Marketing
Today’s Marketer Has Two Jobs
Attract
Acquire
ConvertRetain
Advocate
Customer
Create Engaging Customer Experiences by
Overseeing the Customer Lifecycle
Do Marketing

6. Marketers Must Merge Both Jobs To Succeed
Plan
Convert
Run Marketing
MPM
Do Marketing
Execution

7. Defining Marketing Performance
Marketing’s results or
output compared against
previously set objectives.

8. Optimizing Marketing Performance
Maturity Model

9. Allocadia’s Marketing Performance Maturity
Model
 Interviewed 15+ senior level marketers
 Held conversations with analysts on MPM
 Built maturity framework with 5 stages & 6 dimensions
 Published The Essential Framework for Optimizing Marketing
Performance

10. Allocadia’s
Marketing Performance
Maturity Model

11. Advancing Through the Stages

12. Example of a Static Organization
• Marketing leadership lacks
influence
• Metrics are tactical and
activity based
• Inconsistent marketing
technologies across the
organization

13. Improving From Stage 1 to 2
• The ‘arts and crafts’ department
• The activity-based reporting
dashboard
• Iterative vs outcome metrics
focus
• Is the tail waging the dog?

14. Example of a Transitional Organization
Acknowledgement that:
• Data, tech, & analysis skills must be
improved
• Marketing & sales are disjointed
(but still not executing together)
• Different metrics must be used, but
unsure how to get to that data

15. Improving From Stage 2 to 3
• Common objectives, definitions,
scorecards
• Common marketing & sales tech
budget
• Perfect is the enemy of good
• Periodic marketing technology
audits

16. Example of a Progressive Organization
• Core Data has been normalized/
cleaned
• CRM, MAP, & MPM have been
linked, but silo’d techs still exist
• Executives have mapped KPIs to
corporate objectives

17. Improving From Stage 3 to 4
• Disciplined, proactive data
management program
• Dedicated marketing ops & sales
enablement functions
• Defined, integrated martech stack
(actively managed)
• Marketing viewed as profit center

18. Example of a Proactive Organization
• Marketing, Sales & Finance have
agreement on pipeline
contribution
• Majority of marketing data is
accounted for in a single place
• Core tech stack is best-in-class,
now onboarding advanced point
solutions

19. Improving From Stage 4 to 5
• Complex buyer journey
orientation
• Full Funnel Marketing approach
• Marketing compensation tied to
sales & revenue performance

20. Example of a Optimized Organization
(AKA Marketing Nirvana)
• Marketing and sales think/act as
one
• All metrics are outcome-oriented
• All marketing staff think like
entrepreneurs
• All dollars are justified, reviewed
and audited
• “Can you buy a beer with it?”

21. Take Aways

22. Pause – Breath - Assess

24. Don’t Forget the Run Side of Marketing

25. How Allocadia Helps
• Gain Control and Visibility into the “I”
• Aligns Plans and Investments to CMO and Corporate
Level Objectives.
• Decision Support by Marrying the ”R” & the “I” Together
to Provide Real ROI insights.

26. Find Out Your
Organization’s Maturity
Stage
http://bit.ly/MPM_Assessment

27. Questions