[Presentation] How GE Built a Tech Stack to Run Marketing Like a Business
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Transcript of [Presentation] How GE Built a Tech Stack to Run Marketing Like a Business
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How GE Digital Built a Tech Stack to Run Marketing Like a Business
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Context.
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Marketers Have Two Jobs
Customer
Create Engaging Customer Experiences byOverseeing the Customer Lifecycle
Do Marketing
Attract
AcquireRetain
CMO
Manage and Optimize the
Business Of Marketing
Run Marketing
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Marketer’s Must Merge MPM & Execution
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What’s at
Stake.
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$290,000,000,000
spent in 2016
“Third consecutive year of marketing budget increases…”
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Only 21% of marketers
are able to point all
measurements to
Marketing’s contribution
to revenue.
- Allocadia 2017 Marketing Performance
Management Benchmark Maturity Study
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The average CMO’s tenure is half that of other executives
Source: 2016 Korn Ferry study
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Marketers have a Huge Opportunity to prove their contribution
to the organization…and thus, Prove Their Value.
Marketers need a way to run Marketing
more like a business and not just a function.
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Marketers have a huge opportunity to prove their contribution
to the organization…and thus, prove their value.
Marketers need a way to Run Marketing
More Like a Business and not just a function.
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Allocadia Helps Marketers Run Marketing
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About Kerri Wienbeck
Director of Marketing Operations, GE Digital
Drive the functional excellence of marketing
• Women in Commercial Leader
• American Airlines
• Georgetown MBA
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MEET THE $1B STARTUP AT GE
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Need Answers to Questions Such As:
•What’s my ROI?
•What’s working and what’s not?
•Where should I shift dollars?
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But…Not even Finance knew where we were spending $$$
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Lack of visibility into what we were spending
&No ability to connect plans to spend to
results
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How can I solve ROI if I don’t even know what my investments are?
How can I claim to Run Marketing Like a Business if I can’t control spend?
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Prove Marketing Matters By Running It Like A Business
#RunMarketing
Relevant Metrics
Investment Transparency
Language of the Business
Bottom Line Impact
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RELEVANT METRICS
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Three Tier Metrics System at GE Digital
IMPACT METRICS
TEAM OUTPUT
TACTICAL ACTIVITY
To: Executive Leadership
Ex: Opportunity Value, Deal Cycle Time
To: Marketing Leadership
Ex: Qualified Leads, Inquiries
To: Marketing Tactical Leaders
Ex: Clicks, Impressions, Open Rate
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Visibility is the precursor to respect.
INVESTMENT TRANSPARENCY
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LANGUAGE OF THE BUSINESS
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Leverage Common Terms
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For ever dollar spent on marketing efforts, how much pipeline is generated?
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Execution Focused Tech Stack
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Did not have a foundational
layer to connect the dots
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Proving ROI
Option 1: Build database to connect
Option 2: Find our own marketing tool
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Proving ROI
Option 1: Build database to connect
Option 2: Find our own marketing tool
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Why Spreadsheets aren’t enough
• You must capture more than budget and cost
• Cannot connect the right data points
• Limited collaboration & version control
• Does not provide insights to make strategic
decision
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Why We Chose Allocadia
• Pivot spend in different ways
• Have true conversation with finance about marketing investment
• Connect to other systems to measure actual ROI
• Actually run marketing like a business.
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ImplementationKnew I wouldn't be saving the world in 1 shot
• Phased approach
• Included change management
• Clear who comes along in each part of the journey
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Phases of Allocadia Roll Out
Pre-Allocadia 1“Just focused on
collecting data”
Pre-Allocadia 2
“Review of
technologies”
Phase 1“Getting data in, get it
flowing”
Phase 2“Expand to meet
reporting needs”
Phase 3:“Scaling & maximizing
Allocadia’s capabilities”
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Allocadia Details Panel
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Less Time in Spreadsheets
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Impact Outside of Marketing
Marketing Finance
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Connect the Dots Between “R” and “I”
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Able to Act More Like a Business Owner
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Visibility is the precursor to respect.