aligning finance and marketing, artem osyannikov – full circle insights

Aligning Finance and Marketing

AGENDAWhat Finance Cares About

Marketing - Cost Center at Revenue Table

How to Transform Marketing to a Revenue Center

Crucial Reports

Questions

2

My friends in Finance

• Laser focus on $$$• Verify if numbers are going

to plan• Trust Salesforce Reporting• Sales historically the only

Revenue Center

Madmen VS. Mathmen Dilema

• What is Marketing’s contribution to the bottom line?

• Strong pressure from Finance for marketing to improve reporting– Mathmen > Madmen– Marketing job descriptions

changing– Marketing held accountable to

revenue numbers

Revenue Table Before Full Circle

• Current data is inaccurate and incomplete

• Reports are not trusted• Difficult to make decisions• Hard to hold true to

revenue number• Marketing historically

viewed as Cost Center by Finance

So what’s a Marketer to do?

• Excel?• Expensive Consult’s?• BI tool?

• Deploy Full Circle tools!!– Fix data disconnects– Report out of

Salesforce

• Tracking Campaign Influence helps marketing better understand its campaign performance

• Marketing and Sales alignment can be achieved by tracking funnel metrics in Salesforce

• Marketing can align with executives using Salesforce dashboards

What we have learned so far today. . .

Give Finance what they want

Marketing / Finance meeting

• Mark the Marketer meets with Frank the Finance guy

• Mark’s goals for the meeting – Introduce Frank with new

Full Circle Reporting– Ask for 20k to double up

spend for Business week campaign

Let’s sit in on their meeting

10

Questions?

11