Marcel Duy, Product Director, Digital Business Planning at IKEA
Marketing automation. Analytics. Deep personalization. Intent data. The meteoric rise of the martech stack has given marketers tools to execute incredibly sophisticated data-driven campaigns.
It’s clear that something’s been left out of all the progress marketing has made:the digitization of the business of marketing itself.
And now, after that decade of obsessive investment in go-to-market automation, the number and type of data silos has exploded. That’s a problem.
As it stands, marketers are stuck using an operating model that’s outmoded, disconnected, and opaque.
Data is locked up and disconnected in spreadsheets—so marketers can’t respond at speed to market disruption or sudden trend shifts. Visibility is severely hampered, so nobody in the department can really tell what impact they’re having, or what campaigns performed well (or why). Spend forecasting amounts to best guesswork.
Consumed with low-level configuration of martech tools, instead of giving the CMO visibility into how marketing goals and plans are being implemented by dispersed teams.
Marketing data is based on snapshots disconnected from critical dependencies, serving as a retrospective system of record instead of a forward-looking strategic resource.
Episodic, one-off planning processes, or worse, “shadow planning” diverges from marketing strategy, preventing collaboration and inhibiting creativity.
But now, there’s finally a better way.It’s called marketing business acceleration.
Marketing business acceleration is a new operating model for enterprise marketers that optimizes planning, performance, and productivity. It provides a comprehensive planning and spending framework, common taxonomies and KPIs, and real-time data transparency.
Learn how marketing business acceleration can help CMOs cut through the chaos of managing plans, budgets, project workload, and performance data to get the visibility, velocity, and agility they need to run marketing like a business.
Closing the gaps between planning, spending, and execution to give a clear picture of marketing ROI.
Giving real-time insights based on trusted data captured at the operational edge of marketing, not in isolated spreadsheets.
Enabling continuous planning, forecasting, and spend management to react to changes in buyer expectations and market conditions—achieving true marketing agility.
Now, marketers can unlock the full potential of their martech stack—and drive unprecedented performance and ROI. They can benefit from:
For a long time, whatever data the CFO had on marketing spend was considered the “true” measure of marketing ROI.
With the Marketing Business Acceleration operating model, CMOs can run their operations with the same level of accuracy and discipline as finance. That means there’s finally a single source of truth between finance and marketing systems.
Marketing leaders can now make decisions based on connected, accurate data, and converse with other parts of the business in a whole new way. Not only is marketing’s contribution to business success now accurately measured, it’s accelerated through cross-departmental cooperation.
And it’s great news for creatives, too. Not only can they base their creative decisions on what prior performance data tells them, but they can also see the tangible impact of those decisions.
The removal of silos and manual processes takes the brakes off marketing operations and enables marketing leaders to finally take advantage of the biggest missed opportunity in marketing: true agility.
When you can see and manage your spend within a few clicks, it unlocks a wealth of opportunities. You’re able to respond to any disruption in the market at the speed of the internet—shrinking and growing budgets between locations and verticals as the market climate dictates.
Marketing leaders and teams always have an accurate pulse on exactly the status of their budget, the performance of their programs, and how their execution ladders up to corporate strategy. With this hyper-agility, they can make decisions as market trends develop.
Being able to easily and unequivocally connect marketing spend to outcomes unlocks an entirely new level of visibility, judgment, and forecasting.
Financial analytics for marketing is no longer relegated to pure look-back scenarios. CMOs can finally wield predictive power that isn’t impeded by inherent blurriness.
Plus, the finance department no longer sees marketing as a place where spend tends to get a little fuzzy. They can tie marketing’s new and improved forecasts and budgets into the rest of the business, and let everyone see that marketing earns its budget as a value driver.
At Uptempo, we’re already enabling marketing business acceleration for marketing teams working across all sorts of industries and sectors.
Euronics has given 1,200 users access to a centralized, managed repository of marketing assets (including 24,000+ media objects) and reduced time to market.
Box doubled ROI in one year—demonstrating that marketing can advance corporate goals and strategies.
Charles Schwab has streamlined its budgeting process and attained instant marketing investment visibility, easily identifying any variance in approved spend above 10%.