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1 How do you change your plan and refine within a year? Don't you lose benchmarks? This is where a common taxonomy across marketing activities and spend categories is important. You 100% need to allow for flexibility to change a plan, but you also want to be able to track year over year trends and against the industry. By using a taxonomy this assures that any changes in the plan and budget are re-bucketed into known categories. Before you start worrying about taxonomies and creating one, first check out what the leading analysts have already created. We recommend starting with IDC or Sirius Decisions as they are already industry accepted. 2 CMO is the sponsor of planning, but who is leading the effort? Marketing Operations manager, strategy lead, etc.? In the SPB&M model we are proposing, it is the marketing operations leader who is leading the process. This requires having a senior level player leading the marketing operations team. If the MO team is not mature, meaning, they are more button pushers, their leader probably will not fit the bill. If MO is critical to the running of marketing in terms of revenue and results, they probably do have the right kind of leader. Remember, the reason we have put forth the SPB&M model being led by MO is because they can do both the planning and managing (see SPB&M model). Of course, they are working hand-in-hand with the CMO. SPB&M Webinar with The Pedowitz Group and Allocadia August 2, 2017 FAQs from attendees pulled from chat log The Pedowitz Group | pedowitzgroup.com | Call us at 855-REV-MKTG | @revenuemarketer WEBINAR The Marketing Operations Approach to Annual Planning – FAQ

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