aligning finance and marketing, artem osyannikov – full circle insights
TRANSCRIPT
Aligning Finance and Marketing
AGENDAWhat Finance Cares About
Marketing - Cost Center at Revenue Table
How to Transform Marketing to a Revenue Center
Crucial Reports
Questions
2
My friends in Finance
• Laser focus on $$$• Verify if numbers are going
to plan• Trust Salesforce Reporting• Sales historically the only
Revenue Center
Madmen VS. Mathmen Dilema
• What is Marketing’s contribution to the bottom line?
• Strong pressure from Finance for marketing to improve reporting– Mathmen > Madmen– Marketing job descriptions
changing– Marketing held accountable to
revenue numbers
Revenue Table Before Full Circle
• Current data is inaccurate and incomplete
• Reports are not trusted• Difficult to make decisions• Hard to hold true to
revenue number• Marketing historically
viewed as Cost Center by Finance
So what’s a Marketer to do?
• Excel?• Expensive Consult’s?• BI tool?
• Deploy Full Circle tools!!– Fix data disconnects– Report out of
Salesforce
• Tracking Campaign Influence helps marketing better understand its campaign performance
• Marketing and Sales alignment can be achieved by tracking funnel metrics in Salesforce
• Marketing can align with executives using Salesforce dashboards
What we have learned so far today. . .
Give Finance what they want
Marketing / Finance meeting
• Mark the Marketer meets with Frank the Finance guy
• Mark’s goals for the meeting – Introduce Frank with new
Full Circle Reporting– Ask for 20k to double up
spend for Business week campaign
Let’s sit in on their meeting
10
Questions?
11