实时了解并控制你的营销支出
Quickly measure marketing performance
\nAs 2015 came to an end, marketing teams clamored to spend the remainder of last year’s budget before they lost it—while fighting for an increase in the 2016 budget. Simply understanding what was spent is a lengthy process all too familiar for most marketers. Substantial effort, time, and frustration are expended on bottom-up consolidation of budget reporting and analysis via spreadsheets to share with Finance and the business.
\nAnd that’s just the beginning. In this arduous roll-up of spreadsheets, CMOs hope they didn’t under- or overspend—and in either scenario, Marketing is at a disadvantage in defending last year’s budget, let alone asking for an increased one.
\nAnaplan has found, when speaking with our customers’ marketing departments, that one of their biggest concerns is not knowing what they have left to spend or if they have overspent, and understandably so—under spending is a huge issue for marketers as they not only lose the money that they have fought so hard for, but it puts them at a significant disadvantage for negotiating next year’s budget. The right marketing software can provide real-time visibility into spend, which empowers the CMO to be more efficient and effectively spend while fighting for an increase in next year’s budget.
\nPlanning the new year with an old-school approach
\nWith the planning cycle nearly finished, it is a crucial time for CMOs to accurately understand what Marketing spent last year, what was most effective, and, most importantly, how to prove the need for an increase in budget. Only when the new year’s budget is finalized by Finance (which includes another waiting period that results in a spreadsheet) can Marketing decide how to best allocate the new budget.
\nPlanning across geographies, channels, activities, and against business objectives is then completed in yet more spreadsheets. This entire planning and budgeting process can easily take 12 to 16 weeks to complete. The information then has to be re-keyed into a multitude of systems, such as marketing automation and a CRM system. At this point, if Marketing isn’t tired enough of spreadsheets, it has to endure the spreadsheet’s limitations on an ongoing basis. Clearly, without the right marketing software in place, the inability to see, collaborate, and change current spend levels as objectives shift will hinder Marketing’s value to the business.
\nGaining agility and control to adjust marketing spend
\nAccording to a research report from Aberdeen Group, 43 percent of organizations cited that market volatility creates the need to dynamically account for change, but 89 percent are still using spreadsheets in planning, budgeting, and forecasting processes.
\nThis lack of agility and control to adjust spend puts Marketing at a significant disadvantage today. In order to keep pace with ever-changing market dynamics and business objectives, Marketing must be empowered to redeploy budget quickly and in a controlled manner based on insight into marketing performance.
\nAnother critical consideration is the changing role of Marketing within the business as it increasingly seeps into other customer-facing departments, such as service and sales. As roles and responsibilities blur, so does the need for rapid re-allocation and/or expansion of resources and spend. In today’s environment, CMOs need to be armed with 1) real-time insight into what percent of the budget is accounted for versus still available and 2) a strategic plan and budget that prove the impact of their existing spend against business objectives.
\nBy removing Marketing’s budgeting and planning process out of spreadsheets with the right marketing software, leading CMOs are no longer dependent on reporting out on budgeting data that is weeks or months old. With access to accurate budget numbers, Marketing can confidently report out influence and provide accurate ROI measurements against the budget spent, better optimize resources, and forecast future spend activity. By moving planning out of spreadsheets and into a cloud-based planning solution that connects with other business units’ planning processes and Marketing’s ROI attribution, marketers can provide deeper value to all customer-facing departments—while driving operational efficiency and increased marketing effectiveness.
\nAnaplan is excited to announce our first marketing app—Marketing Resource Management—that will help plan and optimize marketing strategy based on budget, resources, historical sales, and marketing performance.
\n"}}" id="text-82d9c0d2ee" class="cmp-text">对于现代营销人员来说，证明营销绩效和衡量营销影响力是一个令人疲惫的话题。通常，对话是围绕着工具进行的——CRM、分析和使用营销软件的营销自动化的集成。然而，很少有人提到的是，在营销支出和预算中，纯粹的可见性是多么重要(而且非常缺乏)。尽管在市场营销软件解决方案的扩散营销生态系统的首选工具战略规划和预算软件仍然是电子表格，而且有很多。非协作性和包含静态数据的电子表格不能快速、实时或全面地查看众多营销渠道以及与之相关的复杂支出。
快速衡量营销绩效
随着2015年接近尾声，营销团队叫嚷着要花掉去年的剩余预算，以免失去这笔预算，同时争取增加2016年的预算。对于大多数营销人员来说，简单地了解花费是一个漫长的过程。大量的努力、时间和挫折花费在自下而上的预算报告和分析上，通过电子表格与财务和业务共享。
而这仅仅是个开始。在这个艰难的电子表格积累过程中，cmo希望他们没有超支或超支——在这两种情况下，营销在捍卫去年的预算方面处于不利地位，更不用说要求增加预算了。
anplan发现，当我们与客户的营销部门交谈时，他们最大的担忧之一就是不知道他们还有多少钱可以花，或者他们是否超支了，可以理解的是，对于营销人员来说，支出不足是一个大问题，因为他们不仅失去了他们努力争取的钱，而且还使他们在谈判明年的预算时处于明显的劣势。合适的营销软件可以提供支出的实时可见性，这使CMO在争取明年预算增加的同时更有效地进行支出。
用老派的方法规划新年
与计划周期即将完成，对于cmo来说，这是一个关键的时刻，他们要准确地了解去年的营销支出，哪些是最有效的，最重要的是，如何证明需要增加预算。只有当新的一年的预算由财务部门最终确定(其中包括另一个等待期，结果是一个电子表格)，营销部门才能决定如何最好地分配新的预算。
然后在更多的电子表格中完成跨地域、渠道、活动和业务目标的计划。整个计划和预算过程很容易需要12到16周才能完成。然后，这些信息必须重新输入到众多系统中，例如营销自动化和CRM系统。在这一点上，如果市场营销对电子表格还不够厌倦，那么它就必须继续忍受电子表格的局限性。显然，如果没有合适的营销软件，随着目标的转变，无法看到、协作和改变当前的支出水平将阻碍营销对业务的价值。
获得灵活性和控制力来调整营销支出
根据阿伯丁集团的一份研究报告在美国，43%的组织认为市场波动产生了动态计算变化的需求，但89%的组织仍然在计划、预算和预测过程中使用电子表格。
这种缺乏灵活性和对调整支出的控制使营销在今天处于非常不利的地位。为了跟上不断变化的市场动态和业务目标的步伐，市场营销必须被授权以一种基于洞察的可控方式快速重新部署预算营销绩效．
另一个重要的考虑因素是市场营销在企业中的角色变化，因为它越来越多地渗透到其他面向客户的部门，如服务和销售。随着角色和职责的模糊，迅速重新分配和/或扩大资源和支出的需求也越来越大。在今天的环境中，cmo需要具备以下能力:1)实时洞察预算的占比与可用预算的比例;2)战略计划和预算，以证明现有支出对业务目标的影响。
通过使用合适的营销软件将市场营销的预算和计划流程从电子表格中移除，领先的cmo不再依赖于报告几周或几个月前的预算数据。通过访问准确的预算数字，营销人员可以自信地报告其影响，并针对预算支出提供准确的ROI测量，更好地优化资源，并预测未来的支出活动。通过将计划从电子表格转移到基于云的规划解决方案这与其他业务部门的计划流程和营销的ROI归因，营销人员可以为所有面向客户的部门提供更深层次的价值，同时提高运营效率和营销效果。
阿纳普兰很兴奋宣布我们的第一款营销应用-市场资源管理-根据预算、资源、历史销售和市场业绩，帮助计划和优化市场策略。