Neenu Sharma, VP of Marketing Operations and Analytics at GE Digital faced a common challenge for marketing leaders – demonstrating results.
“I don’t want to get stuck in the game of marketing needing to do more with less. I want to evolve the game so that marketing gets more because of how much we return on our investments and deliver on business objectives.”
Her team wanted to gain control and increase visibility into marketing spend and the results from that spend so they could make smart decisions about what programs drive the most impact.
See how the team at GE Digital implemented a revolutionary new investment and marketing ROI hierarchy and applied a unique spend attribution approach to gain increased visibility into what activities will drive the best return for the company. Neenu will share how their new process has driven better alignment for their team into what they’re spending on, which enabled them to achieve a 2.55x ROMI this year.
Watch this brief video featuring Katie Linford, a Forrester analyst and guest speaker as she shares her insights and the five trends impacting the future of marketing operations and discover:
- Which areas MOps teams focus on most in the year ahead - How to leverage greater control of your martech stack, and - Ways to drive tighter internal alignment across teams
Watch this brief video featuring Jessica Liu, a senior Forrester analyst and guest speaker as she shares her insights on:
- Where marketing processes typically break down - What’s required to ensure a consistent marketing planning and budgeting process, and - How technology can support processes and various workstreams