Corporate-Wide Marketing Planning Process:

Client Problem:
Major software company needed assistance with their corporate-wide annual marketing plans and process. The CMO needed a marketing plan to promote the budget and plans for the new fiscal year to senior management and to communicate and synchronize plans with the worldwide and regional marketing teams.

EE Solution:
Provided a team comprised of a Senior Strategist, Business Metrics Analyst, Project Manager and Administrative Support to work hand-in-hand with the client team to design and deliver the timelines, processes, and corporate-wide integration of the plans from the marketing functions and regions into a synthesized summary. The team applied industry best practice marketing budget metrics to the client’s current marketing spend to identify areas for re-balancing and investment. Plans were integrated into a PowerPoint presentation given by the CMO to senior executives of this company to justify decisions on funding and priorities.

Outcome:
Plans were well received and supported by senior management and the marketing VP’s. As one marketing VP said, “This was far and away the best plan from Marketing that the senior executive team has ever seen at our company… there’s no way not to appreciate the amazing progress the CMO and Staff have made in moving Marketing forward.”


Marketing Best Practice Benchmarking:

Client Problem:
Large company wanted to improve the performance and organization of their rapidly growing Marketing organization.

EE Solution:
EE conducted best practice research of firms that were comparative “industry models” for the client. This research included organizational approach, governance, funding models, roles and responsibilities and inter-relationships with other corporate functions. This study also included a multi-client study that reviewed the marketing operational metrics and dashboards used in other firms with recommendations on how best to apply these best practices.

Outcome:
Client is utilizing these results as a roadmap in developing their organization and to build out their marketing operational metrics, processes and executive dashboard.


Metrics Optimization:

Client Problem:
Client was having difficulty with garnering quarterly metrics inputs from business groups. Executives were not sure which metrics were most important.

EE Solution:
Exponential Edge® identified that client metrics development processes had led to a “kitchen sink” of metrics; there were too many. Exponential Edge systematically identified optimal metrics based on leading vs. lagging indicators, duplication, cascading organizational reporting, strategy mapping and easeed quality of data collection.

Outcome:
Client was able to reduce from 122 metrics to less than 20. This greatly streamlined reporting processes and ensured management was only focused on those metrics most relevant to their level and business focus.


Campaign Measurement Feasibility & Roadmap:

Client Problem:
Client wanted to investigate feasibility of closed-loop campaign measurement for their organization as an input to the Corporate Marketing Dashboard.

EE Solution:
Exponential Edge documented internal processes using swim-lane analysis to identify process flows and opportunity for improvements. Exponential Edge® conducted multi-client study of industry peers to share status of efforts and best practices.

Outcome:
Client was able to determine feasibility and business requirements that would drive system changes based on Exponential Edge® recommendations. With a thorough understanding of the challenges, an implementation roadmap was developed to achieve the goals.