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The tech-savvy marketer is finally ditching the
spreadsheet—and here’s why
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Marketing is undergoing a massive transformation in order to meet the
demands of digitally empowered customers.
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“…Marketing is headed toward being on-demand—not just
“always on”, but also always relevant and responsive to the
consumer’s desire. For marketing, that means cutting through the
noise with pinpoint delivery.”
– “The coming era of ‘on-demand’ marketing,” McKinsey
Marketers have been given an overwhelming amount of technology to engage with customers.
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Gartner found that by 2017, the CMO will spend more on IT than the CIO.1
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Shockingly, however, with all this technology at their fingertips,
marketers are still planning and budgeting in spreadsheets!
Today’s marketers are too sophisticated for spreadsheets.
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Business decisions happen too quickly for marketing to be
sifting through spreadsheets to report out their spend-to-date…
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Or track down what amount of budget is left to spend…
Or even justify an increase in budget due to changing market demand.
This inability to adjust the plan and budget, based on changing business
objectives, will put marketing at a significant disadvantage.
CMOs cannot rely on data that is days or weeks old.
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You need a planning tool that enables marketing to proactively
respond to change—course correcting to the plan as needed.
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Or track down what amount of budget is left to spend…
You need a planning tool that helps identify opportunities for marketing improvement and
optimized spend.
Or even justify an increase in budget due to changing market demand.
You need a planning tool that can evaluate di�erent business scenarios and measure their impact to marketing spend,
resources, and revenue forecast.
With Anaplan’s Marketing Resource Management, transform your marketing
department from a cost center to a profit center.
CMOs cannot rely on data that is days or weeks old.
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And finally, once and for all, ditch planning and budgeting in cumbersome spreadsheets.
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You need a planning tool that enables marketing to proactively
respond to change—course correcting to the plan as needed.
Learn about Anaplan’s
Marketing Resource Management
Request a personal demo todayanaplan.com/demo
You need a planning tool that helps identify opportunities for marketing improvement and
optimized spend.
SOURCES
1. Gartner, “By 2017 the CMO will spend more on IT than the CIO,” Gartner Webinar, presented January 3, 2012. Accessed November 3, 2015. http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515.