Trimble Saves 10% of Redundant Marketing Investments with Allocadia
Founded in 1979, Trimble, Inc. was one of the earliest pioneers in GPS technology. In the four decades since, the company has expanded to dozens of business divisions employing thousands of employees worldwide who together drive over $3 billion in annual revenues. Today Trimble is transforming the way the world...
4 Ways Enterprise Marketers Can Avoid Strategic Planning Missteps
Setting a course for your marketing team through plans and strategy that drive real impact sounds like a great idea when you’re a small, agile company that can adopt new processes in a heartbeat. It’s relatively easy for small businesses to try something on for size and then put it...
7 Steps to Optimize Marketing Planning and Drive Revenue
As the old business adage goes “perception is everything”, and to be frank, the way marketing is perceived in many organizations is a legitimate problem.
How Marketing Operations Leads the Annual Planning Process
Short on time? Skip ahead to these highlights: 8:54 – The business impact when the MOps leader takes charge of the planning process 18:00 – Common barriers in planning and the tools to facilitate change 52:00 – The answer to “How do we balance strong process/templates with flexibility during planning?”...
Make Benchmarks an Actionable Part of your Marketing Plan
How can meaningful benchmarks ensure you spend your next marketing dollar in the right way? Watch the recording above or get the slides here Marketing teams often have several sources of benchmark data to use for planning – but struggle with how to make this data actionable, diminishing the impact...
How to Align Marketing and Finance for Peak Performance
John O’Rourke is Vice President of Strategic Marketing at Host Analytics. With a background in accounting and finance, John has over 30 years of experience in the software industry, including 20 years of experience in EPM Product Marketing at Hyperion Solutions, Oracle and Host Analytics. While what goes on in...
From Walk to RUN: 3 Essential Steps in Marketing Performance Management
Today’s marketers face more challenges than ever before. Technological advances, demographic shifts, and new economic realities have changed buyer behaviour forever. Companies and sales teams no longer have complete control. The digital revolution has shifted control to buyers. At the same time, a marketer’s struggle for control is magnified as...
Marketing Planning Best Practices
Marketing planning: it’s something every marketer has to go through. It’s especially challenging because there isn’t really a clear formula for success, yet what happens in marketing planning can make or break a quarter, or even a year. So, what are the best marketers in the world doing around planning? How are they...
Measure Investment Across the Customer Journey
These days, we hear a lot of lip service given to being a “data-driven marketer.” What does it mean to be data-driven? When every move you make can be measured against expected outcomes, you’re data-driven. When you start every business conversation with ‘according to the data’ or ‘Let’s look at...
How Agility and Adaptability Become the Future of Marketing Planning
At the 2019 SiriusDecision Summit, there was a huge focus on what’s coming next for marketers. Marketing teams at companies around the world are going through constant turmoil as they are tasked with ever-growing responsibilities for things like the digital transformation of their organization to managing the entire customer journey,...
The Marketer's Dilemma: When to Use ROI vs Attribution
Marketers must be able to confidently invest in programs that drive impact for their organizations, but what tools do they have to guide these decisions? The answer lies in their data, but does this come from ROI assessments, attribution models or a combination of the two? Many marketers may choose...
Marketing Planning Master Class: Neenu Sharma from GE Digital
Neenu Sharma runs Marketing Strategy & Operations at a startup within an enterprise: GE Digital. In this chat, she reveals how this unique environment shapes how she thinks about marketing planning. Also see our blog post based on the the interview with Neenu: Marketing Planning Lessons from GE’s 26,000-Employee “Startup”...
How Marketing Can Effectively Communicate with Finance - From a Finance Expert
We sat down with one of our customers — Carey Rutigliano, Director of FP&A at Cloudera (formerly Hortonworks) — for a discussion about the Marketing/Finance relationship as a webinar, and here’s a summary. As Director, Financial Planning & Analysis for Cloudera, Carey is the perfect person to help us understand...
Marketing Planning Master Class: Ken Evans from Fuze
Ken Evans leads an award-winning Marketing Ops function at one of the world’s fastest-growing B2B tech companies: Fuze. Hear his best recommendations for marketing planning tools & techniques. Also see our blog post based on the the interview with Ken: How Fuze Got Their Marketing Planning Groove Back Interested in...
Marketing Planning Master Class: Helena Lewis from NI
A master of change management, Helena Lewis brought order and strategy to NI’s (formerly National Instruments) marketing planning process. Hear how she did it & her single best recommendation in marketing planning. Also see our blog post based on the the interview with Helena: 4 Ways Enterprise Marketers Can Avoid...
Setting a Strategy for Success
During times of rapid growth and change, leaders have to be clear on company strategy, and communicate this to their teams. Recently, our Board member Nanon de Gaspé Beaubien-Mattrick, suggested I check out the book Playing to Win, which provides a framework to lay out your company strategy. I’ve been...
Great People Equal Progress
As a CMO, you need to build a strong, trustworthy team to help you navigate the new world of marketing and drive the results you want for your company. Building a team for a company is no different. My co-founder Katherine and I often heard successful leaders say, “people are...
The Metrics You Need to Create the Best Marketing Plan
Is your team ready to tackle marketing planning? Any other year, you might be coming to the table armed with the data and metrics needed to make sound, data-based choices for the year ahead. 2020 is a little different. While we’re all learning to be more agile in our marketing...
How GE Digital Fixed Their Marketing Planning Process
As GE Digital’s VP, Marketing Strategy and Operations, Neenu Sharma’s job is all about enabling the marketing organization — in other words, setting marketers up for success. She creates and manages the structure, processes and technology that GE Digital’s marketers need to be effective. Neenu and her team run marketing,...
