How to Align Marketing Campaign Plans and Budgets with SiriusDecisions
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The document provides an overview of aligning marketing campaign plans and budgets using the SiriusDecisions Campaign Framework and Allocadia software. It discusses defining complete campaigns based on buyer needs rather than products, comprising reputation, demand creation, sales enablement, and market intelligence programs. Budgets should be allocated to campaigns over time using a top-down then bottom-up approach. Allocadia software allows defining a campaign hierarchy, setting targets, aligning to goals, and measuring ROI on spend.
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How to Align Marketing Campaign Plans and Budgets with SiriusDecisions
- 1. How to Align Marketing Campaign Plans & Budgets A presentation on Global Marketing Alignment Using The SiriusDecisions Campaign Framework and Allocadia Software
- 2. Presenters Craig Moore Richard Sharp Services Director, Marketing Operations Strategies Chief Operating Officer
- 3. Agenda Aligning Campaign Plans & Budgets 1 The SiriusDecisions Campaign Framework Overview; Budgeting within the Framework 2 Allocadia Overview & Demo Operationalizing the Framework using marketing budgeting software 3 Key Takeaways 4 Q&A Housekeeping • Questions? Please use the Question and Chat Pane on the GoTo Webinar Panel • Technical difficulties? Contact brittany.wong@allocadia.com
- 4. 1 Overview of The SiriusDecisions Campaign Framework Craig Moore Services Director, Marketing Operations Strategies
- 5. How to Align Marketing Campaign Plans and Budgets for Better ROI Craig Moore Service Director, Marketing Operations Strategies
- 6. Executive Summary • Key issues – B-to-b organizations waste significant funds on misaligned reputation, demand creation and sales enablement activities – The lack of a campaign planning framework is at the heart of this waste – Budget planning and execution is essential for effective campaigns • What you will walk away with – An examination of why current campaign wisdom is flawed – The components of a true end-to-end campaign – Budget strategy for effective campaign planning and execution © Copyright SiriusDecisions. All Rights Protected and Reserved. 6
- 7. We Don’t Think “Campaign” Means What You Think It Means SiriusPerspective: The heart of many of the problems organizations face in achieving these goals is a lack of a common planning framework. “We’re running a campaign for product X.” “We’re running a white paper campaign.” “We run 1,297 campaigns a year.” “I know my campaign did well, because it produced a lot of leads.” “The communications team is running a campaign.” © Copyright SiriusDecisions. All Rights Protected and Reserved. 7
- 8. So, What Is a B-to-B Campaign? SiriusPerspective: A complete, effective b-to-b campaign is defined by five core components. • It is based on buyer need, not products that are being pushed • It is a rollup of four program families and the tactics they contain • It achieves five core jobs that when combined, drive corporate growth • Its active runtime should be 12 months, and feature a set of carefully choreographed activities • It aligns the activities of multiple functions via an interlock process © Copyright SiriusDecisions. All Rights Protected and Reserved. 8
- 9. One: Basing Campaigns on Buyer Needs SiriusPerspective: B-to-b buyers don’t buy things for the heck of it; they buy what helps solve well-understood, critical business problems. • “We have a need FOR greater uptime on our Web site.” • “We have a need TO comply with the newest SEC regulation by January 1 or the government is coming in with that yellow tape they like to put on our doors.” © Copyright SiriusDecisions. All Rights Protected and Reserved. 9
- 10. The Roll-Up of Programs and Tactics SiriusPerspective: In order for mankind to be saved, the days of the “white paper campaign” must cease to exist. THE PROGRAMS THE TACTICS Press release Blog Briefing The building of awareness, interest and urgency around a theme White paper Webcast Trial The sourcing and nurturing of demand based on the theme Sales Enablement Battlecard Playbook ROI tool The help with progression of opportunities sourced by the theme Market Intelligence Focus group SWOT analysis Internal survey The knowledge building of external targets and internal audiences Reputation Demand Creation © Copyright SiriusDecisions. All Rights Protected and Reserved. 10
- 11. From Program Families to Jobs SiriusPerspective: A campaign is a tightly orchestrated set of jobs that feature inputs from a broad range of aligned marketing functions. Communications THE PROGRAMS SEEDS demand that is Reputation CREATED 1. SEED and NURTURED …by a demand center and/or field marketing, which then feeds it to a sales force Demand Creation Sales Enablement Market Intelligence 2. CREATE 3. NURTURE ENABLED 4. ENABLE 5. ACCELERATE with content and tools developed by product/solution marketing. When deals stall, sales receives ACCELERATION help from field marketing. © Copyright SiriusDecisions. All Rights Protected and Reserved. 11
- 12. The Sirius Decisions Campaign Framework in Action • Job Type SEED CREATE NURTURE ENABLE ACCELERATE Reputation Demand Creation Sales Enablement Market Intelligence • Campaign Timeframe Q1 Q2 Q3 Q4 © Copyright SiriusDecisions. All Rights Protected and Reserved.
- 13. Budgeting Within the Campaign Framework How do you energize a campaign with the fuel it needs to run?
- 14. Demand Type and Program Emphasis SiriusPerspective: Equal effort need not be given to each program family; use demand type to properly balance your efforts. NEW NEW CONCEPT PARADIGM ESTABLISHED MARKET 100% Reputation Demand Creation Sales Enablement Market Intelligence 0% © Copyright SiriusDecisions. All Rights Protected and Reserved. 14
- 15. Budgetary Considerations and the Timeline SiriusPerspective: Funds must be allocated to a campaign over the programs and tactics that will debut during its lifetime. R 15% $45K SEED DC 50% $150K CREATE NURTURE SE 30% $90K ENABLE ACCEL MI 5% $15K $140K Q1 $75K Q2 $60K Q3 $25K Q4 © Copyright SiriusDecisions. All Rights Protected and Reserved. 15
- 16. Budgeting SiriusPerspective: Start with an allocation approach to budgeting, and fill in the details when quarterly budgets are understood. Campaign Budget Campaign Allocated to Program Families And Then to Quarters And Then Bottom-Up to Execution Types Demand Creation Reputation Q1 Global Development Q2 Global Execution Sales Enablement Q3 Market Intelligence Q4 Regional Execution © Copyright SiriusDecisions. All Rights Protected and Reserved. 16
- 17. Possible Nested Campaign SiriusPerspective: Central theme to communicate common message and segment-specific themes. Need A Better Way To Manage the Operational Data of Marketing SEED Corporate Campaign The Data-driven Marketer ENABLE SEED Enterprise Mid-Market SMB NURTURE CREATE ENABLE ACCELERATE Persona: CMO Persona: Operations Persona: VP Persona: Manager © Copyright SiriusDecisions. All Rights Protected and Reserved. 17
- 18. Persona Map For Content & Tactic Optimization SiriusPerspective: Example persona targets for customer/buyers. Other persona to target may be industry thought leaders. Persona Map Campaign Hierarchy LOB Sub-Campaigns Exec CMO Data-driven Marketer Enterprise IT Marketing Operations Mid-Market Marketing VP SMB CMO CMO Marketing Manager © Copyright SiriusDecisions. All Rights Protected and Reserved. 18
- 19. Budget Map For Campaign Hierarchy SiriusPerspective: Allocate budget to the campaign components in a manner according to their overall importance. Campaign Hierarchy SMB DC SE MI 35% 35% 20% 10% 15% Enterprise Mid-Market Program Allocation Rep 15% 20% 55% 10% 25% 25% 25% 35% 15% 45% 35% 35% 20% 10% 15% 85% Sub-Campaigns Data-driven Marketer Campaign Allocation © Copyright SiriusDecisions. All Rights Protected and Reserved. 19
- 20. Functional vs. Campaign Budgeting SiriusPerspective: Money drives behavior. Allocate your budget to drive the behavior you want. • Campaign Budgeting aligns resources to the go-tomarket initiative • Functional Budgeting aligns resources to organizations – Each team builds their own plan – Teams collaborate across the campaign planning and execution efforts CMO Campaign 1 Corp Mktg Partner Field Product Marketing Marketing Marketing … Campaign 2 © Copyright SiriusDecisions. All Rights Protected and Reserved. 20
- 21. 3 Allocadia Overview & Demo Richard Sharp Chief Operating Officer
- 22. Allocadia Overview Marketing Budgeting Software for enterprise marketers. Marketing Investments Marketing Planning Marketing ROI
- 23. What we will cover: • • • • Define your Campaign Hierarchy Set Budget Targets Align to Corporate Goals Measure ROI on Spend
- 25. Demo
- 26. 4 Key Takeaways • Campaigns are based on buyer needs; are long term and integrate multiple functions via interlocks • Campaigns comprise 4 key program groups, that contain tactics • An allocation approach to budgeting provides the fuel to energize campaigns • Allocadia combines top-down campaign allocations with bottom-up with detailed plans and execution
- 27. 5 Q&A Please post your questions in the Question Pane and your comments in Chat Pane.
- 28. Contact Us Next Steps: Start a free trial at: allocadia.com/30-days-free-trial/ Richard Sharp COO of Allocadia richard.sharp@allocadia.com 604. 639. 5736 x. 111 www.allocadia.com