At Juniper Networks, we exist to resolve the world’s most troublesome issues in networking. Today, complexity is on the coronary heart of these issues. Simple is our obsession. And but, our marketing groups have been challenged with the complexity of managing a number of marketing budgets maintained in a number of disparate spreadsheets throughout the globe.
This resulted in an absence of real-time visibility into our marketing funding efficiency, which made it troublesome to determine actions that needs to be reallocated to raised align with strategic imperatives.
Marketing budget management and reporting as prime ache level
In addition, a key discovering for the marketing group from the 2011 worker survey recognized that marketing budget management and reporting was a prime enterprise ache level.
By outlining our expertise figuring out and implementing a marketing efficiency management (MPM) level resolution, I hope to share useful insights into the method and key issues to bear in mind for different entrepreneurs contemplating an analogous change to their expertise stack.
At Juniper Networks, now we have a sturdy but agile martech management course of. Before making an attempt to resolve the issue, we all the time begin by documenting enterprise necessities.
Business necessities for a marketing funding planning device
For this evaluation, necessities included, however weren’t restricted to:
- Enable real-time visibility into world marketing funding plans with the power to evaluate particulars by workforce, marketing campaign and attribute
- Create a seamless hyperlink between marketing funding planning and detailed budget management to incorporate plans vs. actuals
- Enable planning and reporting for each OPEX and MDF in a single software
- Identify a SaaS-based, simple to make use of, intuitive software that may very well be shortly applied and simply adopted by entrepreneurs globally
- Simplify reporting and create significant insights for each entrepreneurs and our companions in finance
- Realize an elevated return on marketing investments by elevated visibility and collaboration
Technology panorama evaluate, evaluation
Our CMO challenged our Global Marketing Operations workforce to determine and suggest a single device that would treatment budget management challenges and plan for the operational bills and prices of creating the market.
After finishing a expertise panorama evaluate, we consulted with SiriusDecisions, who highlighted the MPM level resolution Allocadia.
After completely assessing a number of potential options, we decided that Allocadia efficiently addressed the effectivity, ease of use and performance necessities with the additional benefit of a brief deployment timeframe.
Business outcomes of implementing Allocadia
By working intently with Allocadia’s Customer Success workforce, we have been in a position to outline necessities and absolutely implement the platform inside sixty days.
Just 5 weeks after deployment, we have been utilizing Allocadia to handle over 170 OPEX and MDF budgets throughout greater than 100 customers distributed across the globe.
That was seven years in the past.
Since implementing Allocadia, there’s elevated visibility and alignment of marketing investments to strategic initiatives, elevated collaboration among the many world groups in assist of marketing campaign planning and ongoing visibility to plans vs. actuals.
All of this has enabled marketing to shut the quarter inside 1% of goal for the previous 29 quarters.
Nancy Weintraub is VP of Marketing Demand, Analytics and Information at Juniper Networks