anplan +Adobe Experience Cloud:闭环营销转型

Marketing, as a business process, faces a serious challenge – trying to connect plans, budget, and spend to performance, with the visibility and specificity needed to make timely decisions and act with agility. Its operations are complex and fast-changing. CMOs and their agency partners may spend billions of dollars a year on various go-to-market (GTM) programs. They need to track GTM spending by brands, individual products, markets, channels, and campaigns. Then they balance the results against the amounts they allocated. Only then do they know if those GTM efforts were successful, and therefore how to budget their investments for the next month, quarter, or year.  

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It’s a time-consuming and fragmented business process driven by throngs of spreadsheets, documents, point solutions, calls, emails, and meetings. And it involves a significant amount of soul-crushing inefficiency and ineffectiveness. 

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By some estimates, marketing leaders spend up to 30% of their time just doing this GTM spending analysis, when they’d rather focus on finding better fits between product and customers, or they need to quickly pivot campaigns to reflect sudden shifts in the economy or customer preferences. They need a more effective way to close the loop between planning, spend management, and execution performance in order to meet or exceed revenue, profit, volume, and engagement, targets.  

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Less manual tracking, more marketing visibility

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To address these challenges, Anaplan and Adobe recently partnered to provide a digital marketing transformation solution giving go-to-market leaders quick visibility and agility to direct investments to execution activities that will have the best ROI.  

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The partnership involves Anaplan integrations to Adobe Experience Cloud, including connections to Adobe Experience Manager (Assets), Adobe Campaign, Marketo, Adobe Analytics, and Adobe Audience Manager. One example of the Anaplan + Adobe Experience Cloud solution is Deloitte’s Closed-Loop Marketing Solution, which you can see in action here.  

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The enterprise planning capabilities Anaplan contributes to the partnership include: 

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• Managing the top–down budgeting and bottom–up spend management process across go-to-market corporate marketing planning, trade promotion planning, and upstream commercial revenue planning. 
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• Managing business unit budgeting, spending visibility, approvals, and actuals internally and across go-to-market external partner and vendor ecosystems. 
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• Enabling the CMO, CRO, and COO to manage complex go-to-market planning hierarchies by brand, market, product, user, or vendor. 
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• Supporting complex scenario planning that utilizes a variety of internal and external drivers. 
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• Meeting CIO requirements for a single, highly security-compliant platform with robust integration capabilities (including several cloud choices). 
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• Seamlessly providing critical inputs to planning between sales and marketing in real time including resource, spending, focus, territory, quota, account segmentation, incentives, and forecast changes. These insights are especially helpful for B2B operations, where field sales is a key channel but introduces an extra set of planning needs. 
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Adobe, the leading provider of content and experience management tools, contributes best-in-class enterprise marketing execution and performance capabilities, such as: 

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• Managing the execution layer of GTM campaigns and activities. 
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• Securely managing customer data at the individual and segment level. 
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• Creating and tracking content assets, data, campaign, and performance metrics at scale. 
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• Providing sophisticated performance analysis on high volumes of campaign data. 
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• Passing relevant subsets of performance metrics back to Anaplan to close the loop between investment and performance. 
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The benefits of the partnership include: 

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• Efficient, closed-loop planning, spending, and performance alignment 
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• Synchronized marketing and trade promotion spending 
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• Fast GTM budget approval, approved spend, actual spend visibility 
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• Agility to make instant budget trade-offs across GTM plans 
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• Quickly updating revenue, volume, and profit targets with GTM plan actuals 
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• Instant updates across marketing, sales, and channel plans.
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Leading organizations from around the world have turned to Anaplan and Adobe Experience Cloud for go-to-market transformation, across a wide array of industries: technology, consumer packaged goods, life sciences/pharmaceuticals, media and entertainment, manufacturing, retail, and more.  

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For example, one customer, a global technology company, implemented Anaplan and Adobe Experience Cloud as a modern marketing transformation play. In the first year, the customer cut costs by more than a million dollars due to platform consolidation, connected marketing plans to campaign execution platforms with a common ID to enable future strategic analysis, enabled global visibility to its billion-dollar marketing budget with a consistent approval and governance, and has streamlined time to market with 30% faster launch of additional brand pages.  

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Learn more details about how the Anaplan and Adobe Experience Cloud partnership can enable marketing transformation.  

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市场营销作为一个业务流程，面临着一个巨大的挑战严重的挑战-尝试连接计划、预算和支出，具有及时做出决策和敏捷行动所需的可见性和特异性。它的运作复杂且变化迅速。互补金属氧化物半导体以及他们的代理伙伴可能会花欧元年代的每年在各种市场进入(GTM)项目上花费100美元。他们需要按品牌、单个产品、市场、渠道和活动跟踪GTM支出。然后，他们将结果与他们分配的金额进行平衡。只有这样，他们才知道这些GTM的努力是否成功，从而知道如何预算他们的工作投资为下个月、下个季度或下一年准备的。

这很耗时以及分散的业务过程驱动通过成群的电子表格、文档、点解决方案、电话、电子邮件和会议。它涉及到大量令人沮丧的低效率和无效．

据估计，营销主管花费高达30%的时间来做这种GTM支出分析他们更愿意专注于在产品和客户之间找到更好的匹配，或者他们需要迅速调整活动，以反映经济或客户偏好的突然变化。他们需要一种更有效的方法来完成计划、支出管理和执行绩效之间的循环为了达到或超过收入,利润,体积,和参与,目标。

更少的人工跟踪，更多的营销可见性

为了应对这些挑战，anplan和Adobe最近与提供数字营销转型解决方案，为市场领导者提供快速可见性和敏捷性，以直接投资于执行活动，从而获得最佳投资回报率。

该合作伙伴关系涉及anplan与Adobe Experience Cloud的集成，包括连接到Adobe Experience Manager(资产)、Adobe Campaign、mareto的Adobe Analytics和Adobe观众的经理。其中一个例子是Anaplan+ Adobe体验云解决方案是德勤的闭环营销解决方案，那你呢?可以看到我这里有N个动作。

T他企业规划能力anplan为伙伴关系做出了贡献包括：

• 等内容荷兰国际集团(ing)顶部- - - - - -向下预算和向下- - - - - -向上支出管理流程，包括进入市场的企业营销计划、贸易促销计划和上游商业收入计划．
• 等内容荷兰国际集团(ing)业务单位预算，支出荷兰国际集团(ing)可见性、审批，实际上在内部跨越进入市场的外部合作伙伴和供应商生态系统．
• Enabl荷兰国际集团(ing)CMO, CRO，和首席运营官管理复杂的上市计划层级通过品牌、市场、产品、用户、或供应商．
• 支持利用复杂的场景规划年代多种内部和外部驱动．
• 满足CIO对具有强大集成功能(包括多种云选择)的单一、高度安全兼容平台的需求。
• 实时无缝地为销售和营销之间的计划提供关键输入，包括资源、支出、重点、区域、配额、客户细分、激励措施和预测变化。这些见解对B2B业务特别有帮助，其中现场销售是一个关键渠道，但引入了一套额外的规划需求。

Adobe是内容和体验管理工具的领先提供商，提供一流的企业营销执行和性能功能，例如:

• 等内容荷兰国际集团(ing)的执行层GTM运动及活动．
• 安全等内容荷兰国际集团(ing)个人和细分市场层面的客户数据．
• 大规模地创建和跟踪内容资产、数据、活动和性能指标。
• 对大量活动数据提供复杂的性能分析。
• 通过荷兰国际集团(ing)将相关子集的绩效指标反馈给anplan，以完成投资与绩效之间的闭环．

合作的好处包括:

• 高效,c闭环计划，花费荷兰国际集团(ing)，以及性能一致性
• 同步营销和贸易促进支出
• 快速GTM预算批准，批准支出，实际支出可见性
• 敏捷地跨GTM计划进行即时预算权衡
• 根据GTM计划的实际情况快速更新收入、销量和利润目标
• 即时更新市场、销售和渠道计划．

来自世界各地的领先组织已经转向anplan和Adobe Experience Cloud进行市场转型，涉及广泛的行业:科技、包装消费品、生命科学/制药药用品、媒体和娱乐业，制造业，零售业，和更多。

例如，一个客户，一家全球性的科技公司，实施了Anaplan和Adobe Experience Cloud作为一个现代营销转型游戏。在第一年，由于平台整合，客户削减了100多万美元的成本，将营销计划与具有共同ID的活动执行平台连接起来，以便进行未来的战略分析，通过一致的审批和管理，使其数十亿美元的营销预算在全球范围内可见，并缩短了上市时间，将额外品牌页面的发布速度提高了30%。

学习更多的细节关于如何Anaplan和Adobe Experience Cloud合作伙伴关系可以实现市场营销转换．