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Planning to performanceMarketing operational excellence:
Rowan TonkinPractice Lead, Marketing & Sales AppsAnaplan
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• 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
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• Define audience segmentation, channels, and messages
• Support your finance team
• Test your messages
• Structure creative feedback
• Measure the effectiveness of your production process
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• 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
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• Consider attribution models
• Measurement benchmarks
• Measure as often as possible
• Be prepared to double down on what is successful
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• Visualize key messages and channels
• Measure marketing and sales together where possible
• Learn from your resourcing availability
• Understand the impact of change
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