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How to Align Marketing
Campaign Plans & Budgets
A presentation on Global Marketing Alignment
Using The SiriusDecisions Campaign
Framework and Allocadia Software
Presenters

Craig Moore

Richard Sharp

Services Director,
Marketing Operations Strategies

Chief Operating Officer
Agenda
Aligning Campaign Plans & Budgets

1 The SiriusDecisions Campaign Framework
Overview; Budgeting within the Framework
2 Allocadia Overview & Demo
Operationalizing the Framework using marketing budgeting software
3 Key Takeaways
4 Q&A

Housekeeping
• Questions? Please use the Question and Chat Pane on the
GoTo Webinar Panel
• Technical difficulties? Contact brittany.wong@allocadia.com
1

Overview of The
SiriusDecisions
Campaign
Framework

Craig Moore
Services Director,
Marketing Operations Strategies
How to Align Marketing Campaign
Plans and Budgets for Better ROI
Craig Moore
Service Director, Marketing Operations Strategies
Executive Summary
• Key issues
– B-to-b organizations waste significant funds on misaligned reputation,
demand creation and sales enablement activities
– The lack of a campaign planning framework is at the heart of this waste
– Budget planning and execution is essential for effective campaigns

• What you will walk away with
– An examination of why current campaign wisdom is flawed
– The components of a true end-to-end campaign
– Budget strategy for effective campaign planning and execution

© Copyright SiriusDecisions.
All Rights Protected and Reserved.

6
We Don’t Think “Campaign” Means What You Think It Means
SiriusPerspective: The heart of many of the problems organizations face
in achieving these goals is a lack of a common planning framework.

“We’re running a campaign for product X.”
“We’re running a white paper campaign.”

“We run 1,297 campaigns a year.”
“I know my campaign did well, because it produced a lot of leads.”

“The communications team is running a campaign.”

© Copyright SiriusDecisions.
All Rights Protected and Reserved.

7
So, What Is a B-to-B Campaign?
SiriusPerspective: A complete, effective b-to-b campaign is defined by
five core components.
• It is based on buyer need, not products that are being pushed
• It is a rollup of four program families and the tactics they contain

• It achieves five core jobs that when combined, drive corporate growth
• Its active runtime should be 12 months, and feature a set of carefully
choreographed activities
• It aligns the activities of multiple functions via an interlock process

© Copyright SiriusDecisions.
All Rights Protected and Reserved.

8
One: Basing Campaigns on Buyer Needs
SiriusPerspective: B-to-b buyers don’t buy things for the heck of it; they
buy what helps solve well-understood, critical business problems.

• “We have a need FOR greater uptime on
our Web site.”
• “We have a need TO comply with the
newest SEC regulation by January 1 or
the government is coming in with that
yellow tape they like to put on our doors.”

© Copyright SiriusDecisions.
All Rights Protected and Reserved.

9
The Roll-Up of Programs and Tactics
SiriusPerspective: In order for mankind to be saved, the days of
the “white paper campaign” must cease to exist.
THE PROGRAMS

THE TACTICS
 Press release
 Blog
 Briefing

The building of awareness, interest
and urgency around a theme

 White paper
 Webcast
 Trial

The sourcing and nurturing of
demand based on the theme

Sales
Enablement

 Battlecard
 Playbook
 ROI tool

The help with progression of
opportunities sourced by the theme

Market
Intelligence

 Focus group
 SWOT analysis
 Internal survey

The knowledge building of external
targets and internal audiences

Reputation

Demand
Creation

© Copyright SiriusDecisions.
All Rights Protected and Reserved.

10
From Program Families to Jobs
SiriusPerspective: A campaign is a tightly orchestrated set of jobs that
feature inputs from a broad range of aligned marketing functions.
Communications

THE PROGRAMS

SEEDS

demand that is

Reputation

CREATED

1. SEED

and

NURTURED

…by a demand center and/or
field marketing, which then
feeds it to a sales force

Demand
Creation
Sales
Enablement
Market
Intelligence

2. CREATE

3. NURTURE

ENABLED

4. ENABLE

5. ACCELERATE

with content and tools
developed by product/solution
marketing. When deals stall,
sales receives

ACCELERATION

help from field marketing.
© Copyright SiriusDecisions.
All Rights Protected and Reserved.

11
The Sirius Decisions Campaign Framework in Action
• Job Type

SEED

CREATE

NURTURE

ENABLE

ACCELERATE

Reputation

Demand
Creation
Sales
Enablement

Market
Intelligence
• Campaign
Timeframe

Q1

Q2

Q3

Q4

© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Budgeting Within the Campaign
Framework
How do you energize a campaign with the fuel it needs to run?
Demand Type and Program Emphasis
SiriusPerspective: Equal effort need not be given to each program
family; use demand type to properly balance your efforts.
NEW

NEW

CONCEPT

PARADIGM

ESTABLISHED
MARKET
100%

Reputation

Demand
Creation
Sales
Enablement
Market
Intelligence

0%
© Copyright SiriusDecisions.
All Rights Protected and Reserved.

14
Budgetary Considerations and the Timeline
SiriusPerspective: Funds must be allocated to a campaign over the
programs and tactics that will debut during its lifetime.

R

15%
$45K
SEED

DC

50%
$150K

CREATE
NURTURE

SE

30%
$90K

ENABLE

ACCEL

MI

5%
$15K
$140K
Q1

$75K
Q2

$60K
Q3

$25K
Q4
© Copyright SiriusDecisions.
All Rights Protected and Reserved.

15
Budgeting
SiriusPerspective: Start with an allocation approach to budgeting, and
fill in the details when quarterly budgets are understood.

Campaign Budget

Campaign

Allocated to
Program Families

And Then to
Quarters

And Then Bottom-Up
to Execution Types

Demand
Creation

Reputation

Q1

Global
Development

Q2

Global
Execution

Sales
Enablement

Q3

Market
Intelligence

Q4

Regional
Execution

© Copyright SiriusDecisions.
All Rights Protected and Reserved.

16
Possible Nested Campaign
SiriusPerspective: Central theme to communicate common message and
segment-specific themes.

Need A Better Way To Manage the Operational Data of Marketing

SEED

Corporate Campaign
The Data-driven Marketer

ENABLE

SEED

Enterprise

Mid-Market

SMB

NURTURE

CREATE

ENABLE

ACCELERATE
Persona:
CMO

Persona:
Operations

Persona:
VP

Persona:
Manager
© Copyright SiriusDecisions.
All Rights Protected and Reserved.

17
Persona Map For Content & Tactic Optimization
SiriusPerspective: Example persona targets for customer/buyers. Other
persona to target may be industry thought leaders.

Persona Map

Campaign
Hierarchy
LOB

Sub-Campaigns

Exec

CMO

Data-driven Marketer

Enterprise

IT

Marketing Operations

Mid-Market

Marketing VP

SMB

CMO
CMO

Marketing
Manager

© Copyright SiriusDecisions.
All Rights Protected and Reserved.

18
Budget Map For Campaign Hierarchy
SiriusPerspective: Allocate budget to the campaign components in a
manner according to their overall importance.

Campaign Hierarchy

SMB

DC

SE

MI

35%

35%

20%

10%

15%

Enterprise
Mid-Market

Program Allocation
Rep

15%

20%

55%

10%

25%

25%

25%

35%

15%

45%

35%

35%

20%

10%

15%

85%

Sub-Campaigns

Data-driven Marketer

Campaign
Allocation

© Copyright SiriusDecisions.
All Rights Protected and Reserved.

19
Functional vs. Campaign Budgeting
SiriusPerspective: Money drives behavior. Allocate your budget to drive
the behavior you want.

• Campaign Budgeting aligns
resources to the go-tomarket initiative

• Functional Budgeting
aligns resources to
organizations
– Each team builds their
own plan

– Teams collaborate across
the campaign planning and
execution efforts

CMO

Campaign 1

Corp
Mktg

Partner
Field
Product
Marketing Marketing Marketing

…

Campaign 2
© Copyright SiriusDecisions.
All Rights Protected and Reserved.

20
3

Allocadia
Overview & Demo

Richard Sharp
Chief Operating Officer
Allocadia Overview
Marketing Budgeting Software for enterprise marketers.

Marketing
Investments

Marketing
Planning

Marketing
ROI
What we will cover:
•
•
•
•

Define your Campaign Hierarchy
Set Budget Targets
Align to Corporate Goals
Measure ROI on Spend
How to Align Marketing Campaign Plans and Budgets with SiriusDecisions
Demo
4

Key Takeaways

• Campaigns are based on buyer
needs; are long term and integrate
multiple functions via interlocks
• Campaigns comprise 4 key program
groups, that contain tactics
• An allocation approach to budgeting
provides the fuel to energize
campaigns
• Allocadia combines top-down
campaign allocations with bottom-up
with detailed plans and execution
5

Q&A

Please post your questions in
the Question Pane and your
comments in Chat Pane.
Contact Us

Next Steps:

Start a free trial at:
allocadia.com/30-days-free-trial/

Richard Sharp
COO of Allocadia
richard.sharp@allocadia.com
604. 639. 5736 x. 111
www.allocadia.com

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How to Align Marketing Campaign Plans and Budgets with SiriusDecisions

  • 1. How to Align Marketing Campaign Plans & Budgets A presentation on Global Marketing Alignment Using The SiriusDecisions Campaign Framework and Allocadia Software
  • 2. Presenters Craig Moore Richard Sharp Services Director, Marketing Operations Strategies Chief Operating Officer
  • 3. Agenda Aligning Campaign Plans & Budgets 1 The SiriusDecisions Campaign Framework Overview; Budgeting within the Framework 2 Allocadia Overview & Demo Operationalizing the Framework using marketing budgeting software 3 Key Takeaways 4 Q&A Housekeeping • Questions? Please use the Question and Chat Pane on the GoTo Webinar Panel • Technical difficulties? Contact brittany.wong@allocadia.com
  • 4. 1 Overview of The SiriusDecisions Campaign Framework Craig Moore Services Director, Marketing Operations Strategies
  • 5. How to Align Marketing Campaign Plans and Budgets for Better ROI Craig Moore Service Director, Marketing Operations Strategies
  • 6. Executive Summary • Key issues – B-to-b organizations waste significant funds on misaligned reputation, demand creation and sales enablement activities – The lack of a campaign planning framework is at the heart of this waste – Budget planning and execution is essential for effective campaigns • What you will walk away with – An examination of why current campaign wisdom is flawed – The components of a true end-to-end campaign – Budget strategy for effective campaign planning and execution © Copyright SiriusDecisions. All Rights Protected and Reserved. 6
  • 7. We Don’t Think “Campaign” Means What You Think It Means SiriusPerspective: The heart of many of the problems organizations face in achieving these goals is a lack of a common planning framework. “We’re running a campaign for product X.” “We’re running a white paper campaign.” “We run 1,297 campaigns a year.” “I know my campaign did well, because it produced a lot of leads.” “The communications team is running a campaign.” © Copyright SiriusDecisions. All Rights Protected and Reserved. 7
  • 8. So, What Is a B-to-B Campaign? SiriusPerspective: A complete, effective b-to-b campaign is defined by five core components. • It is based on buyer need, not products that are being pushed • It is a rollup of four program families and the tactics they contain • It achieves five core jobs that when combined, drive corporate growth • Its active runtime should be 12 months, and feature a set of carefully choreographed activities • It aligns the activities of multiple functions via an interlock process © Copyright SiriusDecisions. All Rights Protected and Reserved. 8
  • 9. One: Basing Campaigns on Buyer Needs SiriusPerspective: B-to-b buyers don’t buy things for the heck of it; they buy what helps solve well-understood, critical business problems. • “We have a need FOR greater uptime on our Web site.” • “We have a need TO comply with the newest SEC regulation by January 1 or the government is coming in with that yellow tape they like to put on our doors.” © Copyright SiriusDecisions. All Rights Protected and Reserved. 9
  • 10. The Roll-Up of Programs and Tactics SiriusPerspective: In order for mankind to be saved, the days of the “white paper campaign” must cease to exist. THE PROGRAMS THE TACTICS  Press release  Blog  Briefing The building of awareness, interest and urgency around a theme  White paper  Webcast  Trial The sourcing and nurturing of demand based on the theme Sales Enablement  Battlecard  Playbook  ROI tool The help with progression of opportunities sourced by the theme Market Intelligence  Focus group  SWOT analysis  Internal survey The knowledge building of external targets and internal audiences Reputation Demand Creation © Copyright SiriusDecisions. All Rights Protected and Reserved. 10
  • 11. From Program Families to Jobs SiriusPerspective: A campaign is a tightly orchestrated set of jobs that feature inputs from a broad range of aligned marketing functions. Communications THE PROGRAMS SEEDS demand that is Reputation CREATED 1. SEED and NURTURED …by a demand center and/or field marketing, which then feeds it to a sales force Demand Creation Sales Enablement Market Intelligence 2. CREATE 3. NURTURE ENABLED 4. ENABLE 5. ACCELERATE with content and tools developed by product/solution marketing. When deals stall, sales receives ACCELERATION help from field marketing. © Copyright SiriusDecisions. All Rights Protected and Reserved. 11
  • 12. The Sirius Decisions Campaign Framework in Action • Job Type SEED CREATE NURTURE ENABLE ACCELERATE Reputation Demand Creation Sales Enablement Market Intelligence • Campaign Timeframe Q1 Q2 Q3 Q4 © Copyright SiriusDecisions. All Rights Protected and Reserved.
  • 13. Budgeting Within the Campaign Framework How do you energize a campaign with the fuel it needs to run?
  • 14. Demand Type and Program Emphasis SiriusPerspective: Equal effort need not be given to each program family; use demand type to properly balance your efforts. NEW NEW CONCEPT PARADIGM ESTABLISHED MARKET 100% Reputation Demand Creation Sales Enablement Market Intelligence 0% © Copyright SiriusDecisions. All Rights Protected and Reserved. 14
  • 15. Budgetary Considerations and the Timeline SiriusPerspective: Funds must be allocated to a campaign over the programs and tactics that will debut during its lifetime. R 15% $45K SEED DC 50% $150K CREATE NURTURE SE 30% $90K ENABLE ACCEL MI 5% $15K $140K Q1 $75K Q2 $60K Q3 $25K Q4 © Copyright SiriusDecisions. All Rights Protected and Reserved. 15
  • 16. Budgeting SiriusPerspective: Start with an allocation approach to budgeting, and fill in the details when quarterly budgets are understood. Campaign Budget Campaign Allocated to Program Families And Then to Quarters And Then Bottom-Up to Execution Types Demand Creation Reputation Q1 Global Development Q2 Global Execution Sales Enablement Q3 Market Intelligence Q4 Regional Execution © Copyright SiriusDecisions. All Rights Protected and Reserved. 16
  • 17. Possible Nested Campaign SiriusPerspective: Central theme to communicate common message and segment-specific themes. Need A Better Way To Manage the Operational Data of Marketing SEED Corporate Campaign The Data-driven Marketer ENABLE SEED Enterprise Mid-Market SMB NURTURE CREATE ENABLE ACCELERATE Persona: CMO Persona: Operations Persona: VP Persona: Manager © Copyright SiriusDecisions. All Rights Protected and Reserved. 17
  • 18. Persona Map For Content & Tactic Optimization SiriusPerspective: Example persona targets for customer/buyers. Other persona to target may be industry thought leaders. Persona Map Campaign Hierarchy LOB Sub-Campaigns Exec CMO Data-driven Marketer Enterprise IT Marketing Operations Mid-Market Marketing VP SMB CMO CMO Marketing Manager © Copyright SiriusDecisions. All Rights Protected and Reserved. 18
  • 19. Budget Map For Campaign Hierarchy SiriusPerspective: Allocate budget to the campaign components in a manner according to their overall importance. Campaign Hierarchy SMB DC SE MI 35% 35% 20% 10% 15% Enterprise Mid-Market Program Allocation Rep 15% 20% 55% 10% 25% 25% 25% 35% 15% 45% 35% 35% 20% 10% 15% 85% Sub-Campaigns Data-driven Marketer Campaign Allocation © Copyright SiriusDecisions. All Rights Protected and Reserved. 19
  • 20. Functional vs. Campaign Budgeting SiriusPerspective: Money drives behavior. Allocate your budget to drive the behavior you want. • Campaign Budgeting aligns resources to the go-tomarket initiative • Functional Budgeting aligns resources to organizations – Each team builds their own plan – Teams collaborate across the campaign planning and execution efforts CMO Campaign 1 Corp Mktg Partner Field Product Marketing Marketing Marketing … Campaign 2 © Copyright SiriusDecisions. All Rights Protected and Reserved. 20
  • 21. 3 Allocadia Overview & Demo Richard Sharp Chief Operating Officer
  • 22. Allocadia Overview Marketing Budgeting Software for enterprise marketers. Marketing Investments Marketing Planning Marketing ROI
  • 23. What we will cover: • • • • Define your Campaign Hierarchy Set Budget Targets Align to Corporate Goals Measure ROI on Spend
  • 25. Demo
  • 26. 4 Key Takeaways • Campaigns are based on buyer needs; are long term and integrate multiple functions via interlocks • Campaigns comprise 4 key program groups, that contain tactics • An allocation approach to budgeting provides the fuel to energize campaigns • Allocadia combines top-down campaign allocations with bottom-up with detailed plans and execution
  • 27. 5 Q&A Please post your questions in the Question Pane and your comments in Chat Pane.
  • 28. Contact Us Next Steps: Start a free trial at: allocadia.com/30-days-free-trial/ Richard Sharp COO of Allocadia richard.sharp@allocadia.com 604. 639. 5736 x. 111 www.allocadia.com