[presentation] how ge built a tech stack to run marketing like a business
TRANSCRIPT
How GE Digital Built a Tech Stack to Run Marketing Like a Business
Context.
Marketers Have Two Jobs
Customer
Create Engaging Customer Experiences byOverseeing the Customer Lifecycle
Do Marketing
Attract
AcquireRetain
CMO
Manage and Optimize the
Business Of Marketing
Run Marketing
Marketer’s Must Merge MPM & Execution
What’s at
Stake.
$290,000,000,000
spent in 2016
“Third consecutive year of marketing budget increases…”
Only 21% of marketers
are able to point all
measurements to
Marketing’s contribution
to revenue.
- Allocadia 2017 Marketing Performance
Management Benchmark Maturity Study
The average CMO’s tenure is half that of other executives
Source: 2016 Korn Ferry study
Marketers have a Huge Opportunity to prove their contribution
to the organization…and thus, Prove Their Value.
Marketers need a way to run Marketing
more like a business and not just a function.
Marketers have a huge opportunity to prove their contribution
to the organization…and thus, prove their value.
Marketers need a way to Run Marketing
More Like a Business and not just a function.
Allocadia Helps Marketers Run Marketing
About Kerri Wienbeck
Director of Marketing Operations, GE Digital
Drive the functional excellence of marketing
• Women in Commercial Leader
• American Airlines
• Georgetown MBA
MEET THE $1B STARTUP AT GE
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Need Answers to Questions Such As:
•What’s my ROI?
•What’s working and what’s not?
•Where should I shift dollars?
But…Not even Finance knew where we were spending $$$
Lack of visibility into what we were spending
&No ability to connect plans to spend to
results
How can I solve ROI if I don’t even know what my investments are?
How can I claim to Run Marketing Like a Business if I can’t control spend?
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Prove Marketing Matters By Running It Like A Business
#RunMarketing
Relevant Metrics
Investment Transparency
Language of the Business
Bottom Line Impact
RELEVANT METRICS
Three Tier Metrics System at GE Digital
IMPACT METRICS
TEAM OUTPUT
TACTICAL ACTIVITY
To: Executive Leadership
Ex: Opportunity Value, Deal Cycle Time
To: Marketing Leadership
Ex: Qualified Leads, Inquiries
To: Marketing Tactical Leaders
Ex: Clicks, Impressions, Open Rate
Visibility is the precursor to respect.
INVESTMENT TRANSPARENCY
LANGUAGE OF THE BUSINESS
Leverage Common Terms
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For ever dollar spent on marketing efforts, how much pipeline is generated?
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Execution Focused Tech Stack
Did not have a foundational
layer to connect the dots
Proving ROI
Option 1: Build database to connect
Option 2: Find our own marketing tool
Proving ROI
Option 1: Build database to connect
Option 2: Find our own marketing tool
Why Spreadsheets aren’t enough
• You must capture more than budget and cost
• Cannot connect the right data points
• Limited collaboration & version control
• Does not provide insights to make strategic
decision
Why We Chose Allocadia
• Pivot spend in different ways
• Have true conversation with finance about marketing investment
• Connect to other systems to measure actual ROI
• Actually run marketing like a business.
ImplementationKnew I wouldn't be saving the world in 1 shot
• Phased approach
• Included change management
• Clear who comes along in each part of the journey
Phases of Allocadia Roll Out
Pre-Allocadia 1“Just focused on
collecting data”
Pre-Allocadia 2
“Review of
technologies”
Phase 1“Getting data in, get it
flowing”
Phase 2“Expand to meet
reporting needs”
Phase 3:“Scaling & maximizing
Allocadia’s capabilities”
Allocadia Details Panel
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Less Time in Spreadsheets
Impact Outside of Marketing
Marketing Finance
Connect the Dots Between “R” and “I”
Able to Act More Like a Business Owner
Visibility is the precursor to respect.