How Autodesk overhauled its marketing to align for better performance management

During the virtual MarTech conference, Zoe Marquardt described how the company has overcome persistent challenges.

Autodesk faced a challenge that many marketers are familiar with. Experienced teams in their various disciplines: channel marketing, regional marketing, industry marketing, etc. – are separated in the absence of a strong marketing performance management program. There was no clear picture of the impact of marketing spending on program goals for all of these initiatives.

The intersection of the trigeminal uterus

In short, the company faced three major challenges:

1. Several marketing teams work in silos.

2. Monitoring of expenditure tracking was lacking.

3. The marketing team was unable to track expenses and performance.

In a recent speech at MarTech’s virtual conference, Zoe Marquardt of Autodesk, the company’s marketing consultant (MPM), explained how the company is managing to address these three interrelated problems by solving a number of MPM programs.

“Without breaking these silos, you won’t get to the point of spending the same amount on all campaigns,” Marquardt said. “You can’t even develop uniform campaigns for the whole company.”

Alignment and unity to succeed with MPM

Autodesk had four goals with this initiative:

To gain a better understanding of marketing tactics and their results.

Activate a quarterly planning process with a management review to ensure alignment.

Determine implementation and cost expectations for the next period.

4. Make sure the company meets expectations after implementation.

“We have achieved these goals to some extent,” said Marquardt. “Of course, we always want to improve and develop these goals to better understand marketing tactics and their performance.”

Autodesk acquired Allocadia’s MPM software and by having all of the company’s marketing teams use the platform, they were able to get an overview of all the company’s campaigns and tactics.

Marquardt says the company links tactics to campaigns and results using the software and can also tailor the panels to the needs of the company’s various components.

Autodesk now holds quarterly planning meetings to ensure that all expenses are in line with overall business goals.

It is one thing to keep track of your tactics and results; another thing is to go back to the people who define the strategy at the highest level and say, ‘You know, right? Things are going well, but are they really in line with our business goals? “He said. ‘So we do it every three months with an administrative team.

In each quarterly meeting, marketers set expectations in advance for the next quarter’s execution and spending, making it easier for the management team to step in and enforce those decisions.

Plus, the quarterly planning session is a time to review the previous deadline and see if your campaigns and tactics are really working as intended.

“Investigating the expected numbers in a room is one thing, but it is quite another to understand why you are doing it right,” said Marquardt. “And to do that, of course, you have to understand your audience, your campaigns, and everything at that intersection if you really want to follow a marketing strategy.”

Measure what was evasive

During quarterly and periodic meetings, marketers contact Allocadia and view the marketing performance summary panel.

“This is now Autodesk’s typical MPM image,” said Marquardt. “Because direct access to the MPM program and marketing execution would have been impossible a year ago.”

Marquardt notes that the left side of the panel shows the planned expenses by group field. On the right, users can click on-demand generation performance graphs to view and spend the generated campaigns.

Each trader enters their quarterly plan for a campaign and how much will be spent so that tactical information is implemented and results and reality are pumped to provide an overview of the panel.

“So we have this holistic view,” Marquardt said. “Holistic because it includes marketing at Autodesk and holistic because it understands this process from start to finish when a marketer plans, sees results, and adjusts performance from there.”

Marquardt states that the panel and the various panels connected to it are a structure developed by the company.

Allocadia is a central part, and within the interface, marketers create tactics – a paid media race, webcast, or any other form of digital marketing – and link them to external software, depending on the type of business.

If you are a Salesforce company, you can contact Marketo. Paid or paid social networks go through an internal process and are forwarded to the various suppliers used by the company: Google Ads, LinkedIn, etc.

As all of these activities come from Allocádia, they all have an Allocádia ID, so you need to connect to the entire data lake and Power BI to get an overview. This is not a linear process. Marquardt describes it as a spider’s web, with threads extending to different places.

“But as long as we can link everything to an Allocádia ID, we can finally bring it back to a coherent image,” he said. “This is where our analytics team comes in and compiles these truly comprehensive and detailed reports, based on the data we provide and tagged with this unique ID.”

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