Planning to performanceMarketing operational excellence:

Rowan TonkinPractice Lead, Marketing & Sales AppsAnaplan

• Integrate the marketing plan to the sales goals

• Get off to a flying start, allocate budgets quickly

• Can you support the plan with the right people?

• Embed success criteria into the planning process

• Define audience segmentation, channels, and messages

• Support your finance team

• Test your messages

• Structure creative feedback

• Measure the effectiveness of your production process

• Ensure you have the ability to redeploy funds quickly to maintain results from the best-performing channels

• Plan for resource availability post-campaign deployment

• Have a back-up plan and be ready to optimize it on-the-fly

• Build control groups to establish performance

• Consider attribution models

• Measurement benchmarks

• Measure as often as possible

• Be prepared to double down on what is successful

• Visualize key messages and channels

• Measure marketing and sales together where possible

• Learn from your resourcing availability

• Understand the impact of change

Q A