Marketing organizations are facing ever-increasing pressure to demonstrate their impact on the business – yet most lack the ability to quantify and convey the value they are driving. Marketers that take an execute first, measure later approach simply never get ahead. And even those with mindful approaches to marketing planning can fall short when it comes time to translate those plans into an ongoing system of performance metrics. So where do you start?
In this on-demand webinar, our panel featuring special guest SiriusDecisions Senior Research Director, Ross Graber, Sam Melnick, VP, Marketing at Allocadia and Noah Brier, Co-Founder and CTO, Percolate will discuss how you can demonstrate marketing impact in your organization.
Ahead of a panel discussion, you will learn about:
- A core framework to help align marketing plans with an operational approach to demonstrating performance
- The process and technologies needed to create measurements that are well aligned with marketing’s goals
- The optimal role played by successful marketing operations leaders
Ross is a Senior Research Director in the SiriusDecisions Marketing Operations Strategies service. He is passionate about helping b-to-b marketing organizations create meaningful systems of measurement that accurately reflect marketing’s contribution to the business. As a researcher and thought leader, Ross focuses upon developing and operationalizing the approaches leading organizations use to demonstrate accountability, understand results and make improvements. His research has spanned the marketing operations discipline and includes data, process, people and technology.
Sam Melnick is the VP of Marketing at Allocadia, the leader in Marketing Performance Management software leveraged by marketers to manage more than $25B in marketing spend to-date. He is an award-winning and analytically driven marketing professional. Sam is a frequent speaker at industry events and prolific author of marketing research.