710: Why It All Starts With a Plan w/ Sam Melnick

ABOUT THIS EPISODE

In this episode we talk to Sam Melnick, VP Marketing at Allocadia.

Click here to connect with this guest on LinkedIn.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be tob executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. This episode is sponsored by Directive Consulting, the B Tob Search Marketing Agency. We are here today with Sam Melnick. He is the VP of marketing at Allocadia. Sam, how you doing today? I'm doing great. Thanks for having me, James. Excited chat with you, Sam. Before we dive into the topic today, we're going to be talking about planning, the...

...importance of planning how to plan. But before we dive in, I would love for listeners to understand a little bit of context around Allikadia. What do you and your team up to over there? Yeah, awesome. So I'm vice president marketing at allocade, as you mentioned, and Mark Alli Kadia is a marketing performance management software. So that means we help marketers create their plans, manage their budgets and investments and measure their results, stuff like Roi, so that, of course, they know it's working, what's not and where they should spend those next dollars and how to create those plans. So that's the space where in and excited to talk to you about planning. I love it. So. So we were talking off line and you said that to tea this up, you know, talking about it was Marquetto's framework that they recently released at Marquetto summit, this plan, engage and measure. Can you, can you talk to us a little bit about that? Yeah, so I was super pumped and we were all super pumped to kind of see Marcatto...

...bring that framework out and start talking about marketing in this holistic way, because at Allocadia we we talked about that in terms of really similar plan, invest, executor, engage and then measure. So plan, engage measures close to our heart. But why, I think that's so important, is a company like Marquetto, who is a leader and is really helped build the marketing technology space is now saying not only do we have to engage or execute you, emails, events, advertising, but we also have to take that time and prioritize planning and measuring and, in particular, that planning portion because, as we're going to talk about, it all starts with the plan. So that planning portion, to add that in is I think it's a great thing for marketers. Love it. And so you said that the plan really gives context to everything else. Can you elaborate on that? Yeah, ABS solutely. So, like if you think about us as marketers, we sit there and they average market are they're going to look at their lists in the morning.

I got to plan this event, I gotta I gotta do, I gotta go execute, and we're we're just continuing to drive for more pipeline revenue, maybe leads, whatever that is, but without taking that step back and going back to what was our plans? who were we trying to target? What were the goals we set? What are the things we want to measure? All that execution is kind of how do you know if you're on the path or not? If you had don't have that clear and set plane. I got it. And you also mentioned that the plan really allows for true collaboration and talk. Talk to us about what that means. Yeah, so I mean again marketing, whether you're, you know, to person team or where the you're a hundred person team, it's not one of these things where you can just go off and assilow. If you think about sales, often you've got that you know hunter out there is closing business and they're able to bring a lot of value to the company. But there's not a great way to...

...get leverage, if you know what I mean, in the sense of like a great sales are in your hundred, fifty to two hundred percent of quota, but they're not going to do five hundred percent consistently. With marketing. The more efficient you get, the more leverage you can get. Like we we talked to a customer who went from a for to one marketing Uri, so dollars. They spend one dollar at four dollars of pipeline to nine to on in a very short in about a year. And that plan making sure that everybody in marketing is focused on the right areas, focused on activities are going to essentially roll up to what creates that leverage or business impact is needed to get that leverage from marketing that you can't necessarily get from sales or customer success or whatever it is. Today's gross story revolves around search engine marketing. Delphis, a big data platform, had hired an agency to manage their Google...

...adds a few years ago, but they weren't seeing the results they wanted to see. Being such a technical be tob solution, they set out to find a team that could take on their challenge. After countless proposals, they found the perfect fit directive consulting the B Tob Search Marketing Agency. And just one week after launching directives campaigns, Delphi saw their lead volume double and their costper lead drop by sixty percent. I have a hunch that directive can get these kind of results for you too, so head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right, let's get back to this interview. You mentioned that marketers just tend to fail to put in the time that it takes on the front end. Is that? Is that just because their tendency is just to dive right into the execution and they just can rush through the planning phase, or do you see it more common...

...that they just skip planning all together and just jump right into executing what they think will work best? Yeah, so I think that marketers have are incredible. They have great intentions, they have the right idea behind this, but the challenge, and I guess the issue is it is it's a rush to execution. You know, we've all heard, and you'll probably nod your head and say yeah, when I say you know, there's more pressure or more expectations on marketing in the CMO than there ever has been before, and a lot of that is to drive revenue for the business. And how do you drive revenue? Will you get out there and you execute. So marketers are trying to drive more leads, send more emails, do more events and to a certain extent you had a point of diminishing returns. And that's why and that's where the best marketers are doing. They're saying, actually, I can become more efficient. It's not just about, you know, that mass quantity that I've produced, it's also about the efficiency in it, and that's where the plan comes in. So kind of circle back on your question. I...

...think it's not a it's not like marketers don't know what to do. It's more that they're jumping the step because there's such an urgent see to prove that value and impact makes sense. So the last thing saying that I want to talk about with you is your wk and framework for planning. How do you actually go about doing it? Can you walk us through your process for it? Yeah, I can talk. So, Allo, Katie, are about like a seven, eight person marketing team. So we're going to take it on a little differently than all a large marketing team. But one framework that I like to work with is who are we talking to and what are we saying? So it's almost like a matrix approach. You can imagine. It's okay, we're going to focus on these type of people or these type of personas, these type of companies and this is the type of product, I guess that we or the portion of the product that we want to talk about, and then on the other side of the guess the Matrix is going to be all right, what are we talking about? So it's will have a...

...thought leadership topic, will have a seasonal topic and then we'll have a specific revenue campaign topic that we're partnering with sales on. So it's this ability that the marketing team can then say, do I check off? You know, let's say there's you look at the Matrix. If it's a let's say three by three, so there's nine boxes. Am I checking off three or four boxes and every marketing campaign or every activity that I'm project that I'm running? So they can at least say, yeah, this is this is attacking or supporting or whatever word you want to use, what we intend to do this quarter, this year, that whatnot. So that's one that we use it and I like a smaller team. Some of my alo katias customers, multibillion dollar companies, whatnot, and hundreds of marketers. They'll use the serious decisions campaign framework and what that I'll do is make sure the organization as a whole, if they're spending fifty million dollars on marketing, they make sure that fifty million dollars going to the correct areas like demand generation verse a brand or awareness versus sales, enablement versus market intelligence. And they found a lot of success...

...with serious decisions and similar analyst frameworks. Sam, is there anything else? Kind of related to planning that you think listeners should understand before I let you go today? Yeah, I mean I think. I think there's no such thing as a perfect plan. The goal of the plan is to put down your intentions. We talked about it all Katia, something called return on intent. Of course we all want to measure Roi in the sense of the mathematical equation results over investments, but I'd urge people to think about this idea of return on intent and the sense of set up your plan. I intend to do x, even if it's I intend to spend money or put resources towards a certain objective. Start there and track whether you're actually it's, delivering on that intent, because that's a great way to start your planning and your approach there and determine whether our am I on the right path? Are Am I not? Love it, Sam this has been fantastic. If Somebody Li listening to this, they want to stay connected with you, they want to learn...

...more about Alcadia with the best way for them to go that do them both. Yeah, thanks all. Thanks all for having me. This is a lot of fun. So I'd say follow me on twitter at Sam Melnick M Y L and I C K, I'm there, I'm active. And then, if you want to learn more about Alacadia, just got a www dot alcadiacom up to start conversation with there or just say hello and nerd out on marketing. I love it awesome. Same. Well, thank you so much for your time today. This has been fantastic, so I really appreciated. There are lots of ways to build a community and we've chosen to build the beadd growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no...

...agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a B tob growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be toob growth dinnerscom. Thank you so much for listening. Until next time,.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1805)