What is the future of Marketing Planning?

May 16, 2017 James Thomas

There’s some debate over who said it… Winston Churchill or Benjamin Franklin… but the old adage states, “He who fails to plan is planning to fail.”

It’s as true for marketers as it is for anything else in life. When everyone sees and understands where they’re going, they’ll execute more effectively and deliver what’s expected. 

Marketing leaders operate in an age of accountability as we navigate our teams towards the strong expectations placed upon our departments. In this day and age, a core tenet here at Allocadia is that every marketer must make every dollar count. Our goal is to help exactly that happen - with confidence. 

But, to do this, you need the right tools. When it comes to creating and promoting your company’s strategic objectives and ensuring buy-in at every level, a PowerPoint presentation or Word doc sitting on a shared drive or wiki page somewhere just doesn’t deliver the goods.

Introducing Allocadia Strategic Marketing Planning

Today, at the SiriusDecisions conference in Las Vegas, we made an exciting announcement towards that goal - a new, Strategic Marketing Planning initiative meant to allow every marketer to avoid the chaos of disconnected plans and lead, instead, with strategy. Our solution will help marketing organizations gain better visibility into — and alignment with — both the CMO’s goals and the company’s priorities.

We’ve been working closely alongside our award-winning customers to meld front-line insight from their teams into our product development process, and now, we are expanding the program, and invite more companies to join us in a collaborative co-creation process. 

Apply now for our beta program, and tell us how your team currently prepares and communicates strategic marketing objectives. Space is limited, and admission is at the discretion of our product management team. 

Where are most companies falling short?

Marketing organizations of all sizes lack effective tools for strategic planning, a critical first step in Marketing Performance Management. Many teams rely on offline, non-collaborative tools like PowerPoint to define and communicate key objectives, and lack any ability to track efforts against them. Once defined, these plans tend to get lost somewhere on a shared drive, or to exist in multiple versions that no one can control, which renders them unusable.

This can lead to misinterpretation and misalignment on downstream goals and plans, with serious consequences:

  • Misallocation of limited marketing resources
  • Inability to steer effectively in the right direction
  • Lack of accountability at the department, or team level

Ouch. 

We envision a future without siloed plans, and without confusion or misalignment. We believe the solution to this is to make marketing plans visible, actionable, and trackable through the entire marketing organization.

Why does strategic planning matter?

All marketing teams need to operate in lock-step with company objectives. Not only is this common sense, but it’s backed up by our own research, which found that companies with strong growth are 2X more likely to align marketing KPIs directly to contribution to the business. 

SiriusDecisions agrees with this sentiment as well. 

“The marketing planning process is a CMO’s best opportunity to demonstrate leadership and an understanding of how to operationalize corporate strategy consistently across the sales, marketing and product functions.”
~Introducing the SiriusDecisions Marketing Planning Process, SiriusDecisions

In the context of Marketing Performance Management (a combination of process, tech, and actions a marketing organization takes to optimize its impact on the business), Strategic Planning is the very first step. Setting goals and objectives must precede and inform tactical decisions.

If this resonates with you and your team, submit your name for consideration in our beta program, or leave a comment below as to how you do it internally. How does your team handle (or maybe mishandle) strategic planning and related communication and tracking? 

We’re all eager to work with you to shape the future of marketing planning. 

Read today’s full release.

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7 experts give their advice on strategic Marketing Planning
7 experts give their advice on strategic Marketing Planning

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Allocadia announces strategic planning solution to enable marketers to avoid chaos and lead with strategy
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