Fifty Shades of Uncertainty: Tracking Global Marketing Budgets

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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Plan a Successful Skydive

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2. Choose the method for your jump

3. Pay attention

4. Land safely

5. Brag

“Fifty Shades of Uncertainty: Tracking Global Marketing Budgets”

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Your Speakers

Brian Glover Sr. Product Marketing Manager, Marketo

Tracy TorresSr. Solutions Consultant, Marketo

Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine

Agenda

• Why tracking global marketing budgets is hard today

• How to make it easier to • Plan, Execute and Optimize marketing spend

• Marketo Financial Management Demo

• The technicalities• Automated Import Process Explained

• Q & A


Marketers Struggle to Manage Budgets & Spend

“I can’t track the spend on all of the marketing programs I have in flight”

“Getting spending updates across teams and regions is unreliable and hard to consolidate.”

“Finance is asking me questions I can’t answer about reconciling invoices and forecasting spend.”


Marketers Struggle to Measure ROI & Optimize

For most marketers…

It’s a data aggregation

problem


1) See where you’re going

2) Make adjustments

3) Land on target

What If You Could…


Marketo Financial Management

Budget management software made for marketing teams that helps them manage spend better.

Up-to-date view from a single, web-based source, so you can:

Forecast Accuratel

y

Reallocate Budget

Spend to Plan



Replaces tedious manual processes with a fully-featured yet intuitive approach to budget and spend tracking.

Centralized Budgets & Roll Ups

Visual Dashboards & Reports

Excel-like Budget Planning

Multi-Currency Support

Access & Collaboration Rights

Import Finance Data



Only Marketo connects your spend to financial data, strategic plans and marketing programs

Spend

Purchase Orders

InvoicesMarketing

GoalsMarketing ProgramsTarget

AudienceRegions


Customer Success – Enterprise

Challenges:

Visibility into regional budgets

Aggregating budget data across sources

Time-consuming conversions, rework, invoice reconciliation, etc.

Solution: Global standards for budget management

Benefits

Lowest total cost of ownership

Fastest time-to-value

Global adoption

Timely monthly forecasting

Customer Success

The cloud company that enables mobile workstyles

260,000 companies use Citrix products

Over 100 million users globally

$2B+ in revenue


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demo


The Cycle

Planned Spend

Analyze Variance and Optimize

Spend

ROI Reporting Forecast

Campaign ExecutionReconciliation

Target Budget


Demo Agenda

Prove ROI

Enter Forecast

Reconcile Actuals

Enter Activity

Enter Target Budget

I own 6 cost centers. Where do I enter the target budget for them?

Where do I enter my activity, MRM details before budget allocation, and request budget approval?

Contracts have been negotiated. Now I can I enter forecast.

I want to see all actuals related to an activity.

What is the cost per new name, per member and other program performance indicators.

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Demo Agenda

Prove ROI

Enter Forecast

Reconcile Actuals

Enter Activity

Enter Target BudgetC

ost

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ente

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Bu

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MRM entry form customizable

System of record

Closed-loop ROI reporting

One system to enter all data

PO and Actuals import


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data process flow


Automated Import Process for Financial Data

Actuals Export

(csv or xls)

Costs

Other data source

Secure FTP


No APIs or heavy integrations required Low IT involvement Can import virtually any source data Each data source has it’s own data mapping rules


Customer Success – Enterprise

Kristen Petersen

Director of Marketing Operations

Business Pain:Marketing spend visibility

Forecast versus commit tracking

Consolidating spreadsheets across regions

Marketing/finance communication

Solution: Budgeting, Planning and Forecasting

Implementation:

Go-live in <2 months

Global leader in Application Delivery Networking (ADN)

8 of the Fortune 10 companies

44 of the Fortune 50 companies

$1B+ in revenue

Customer Success

“Marketing organizations need a system for budgets and operational data… We expect Marketo’s solution to help marketing improve budget oversight and simplify the relationship between marketing & finance.”


Summary

• Budget management is a data aggregation and broken process challenge

• Marketo Financial Management gives you a single system of record for your budget data and makes collaboration across teams and regions easy

• Only Marketo supports the full budget management lifecycle:• Planning• Execution• Optimization


Special Offer for Customers:Budgeting, Planning and Reporting Deep Dive2hr Consulting Session

What an executive dashboard looks like and how to present it

5 Key business questions and answers for building credibility

5 Key reports for your library of best practices

Be the driver for visibility and aggregation

The must have reports for planning


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Thank You!

To accept the special offer, respond to our follow up email or contact your sales rep.

Brian Glover, Sr. Product Marketing [email protected]

Tracy Torres, Sr. Solutions [email protected]

Technology

Fifty Shades of Uncertainty: Tracking Global Marketing Budgets