“The attributes of MPM sharply contrast to those of marketing measurement. 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.”
MPM is the solution to Marketing’s toughest challenge.
Marketing organizations face a huge challenge: they are judged on performance, but lack the tools and insights to properly manage and measure it. The intensity around data and measurement has put a new burden on CMOs to prove marketing’s value to the company.
The key to meeting this challenge is not to pile on more execution, more activities or more programs. Rather, marketers must run marketing more like a business. This is accomplished by focusing on better planning, investment and budget management, operations, and advanced measurements such as revenue and attribution and return on investment (ROI).
What is Marketing Performance Management?
Marketing Performance Management is the processes, technologies and actions used by marketing organizations to plan marketing activities, evaluate marketing’s results against established goals, and make more impactful decisions.
The two sides of marketing
Marketers have two major jobs: doing marketing and running marketing.
The “Run” side of marketing is the behind-the-scenes strategy; the planning, investing and measuring to determine the next best marketing action. The Run side of marketing is Marketing Performance Management.
The “Do” side of marketing is everything the customer sees – marketing automation, digital marketing, content, events, social media engagement, experiential marketing, and much more..
“If I run marketing more efficiently, I can do marketing more effectively.”
Digital Marketing Lead & Head of Marketing Product Management
Major Banking and Financial Company
The Three Pillars of MPM:
Build global plans that connect how marketing will support the company’s overall objectives and will drive impact. Both top down strategic and bottom-up tactical plans.
Money and resources are invested in programs, campaigns and activities. The CMO and their team supports this execution with processes and technologies that help to collect data, fine tune plans, and reconcile results with finance and sales.
Data is collected and used to measure performance. Results are evaluated against all aspects of the plan, from investment actuals to ROI, with the goal of supporting future decisions and creating business impact.
The goal of MPM is to drive the marketing organization toward more effective planning and more impactful execution. At Allocadia, we believe the full extent of this impact cannot be realized without using a purpose-built cloud technology that unites the data from your marketing, sales, and finance systems.
Industry analysts on why MPM is a strategic imperative
“In 2017, it will become critically important to really look beyond the typical metrics you use to measure and guide marketing…what really matters is whether you are driving opportunities, pipeline and revenue.”
“…to gain respect, avoid being viewed as a cost center, and justify budgets, marketing must be a driving force in what tops the agendas of boards of directors, CEOs, and CFOs: sustainable profitable revenue growth.”
How does Allocadia deliver Marketing Performance Management?
Every feature and action taken within our software helps our clients manage marketing performance.
Our software helps our clients manage every stage of marketing performance, putting them on the path to better marketing performance and inspiring confidence.