• Solutions Overview
• Interactive Solutions Map
• Planning & Financial Management
• Production Management & Workflow
• Brand Content Management
• Lead Management
• B2B Marketing
• Campaign Management & Planning

Planning & Financial Management

"We always started out the year with great plans and a commitment to follow a process that would allow us to document our results. But once the year began, we had no visibility into how much we had spent and how much we had left to spend." Director of Marketing (Aprimo customer)

Marketing organizations are under increasing pressure to close the credibility gap - the divide between organizational expectations and the ability of marketing to deliver quantifiable data on results. Closing this gap starts with a planning process that documents planned activities, their expected ROI, and ultimately matches outcome data back to the plan. The audience for this solution is the CMO, the CFO, VP of Marketing Operations, and other business sponsors who invest in marketing. The process is typically owned by a Director of Marketing Operations, Marketing Finance Controller or Director of Marketing.

• Streamlining planning cycles to accelerate time to market for new marketing programs
• Inability to align marketing programs with strategic goals and objectives
• A "credibility gap" between what marketing can deliver and how it documents these results back to the business
• Inability to match marketing financials back to the general ledger accounts in finance
• Difficulty of making ongoing strategic adjustments to marketing spend as market conditions change or evolve
• Lack of visibility as to which programs are scheduled to run each month
• Inability to rationalize marketing budgets across multiple currencies

• Marketing Planner
• Financial Manager
• Marketing Calendar
• Vendor and Materials Manager

• Accelerates time to market for new marketing programs and product launches
• Provides real-time visibility to strategic marketing initiatives and matching expenditures
• Defines an enterprise framework for calculating ROI of marketing activities as well as the ROI for the entire marketing enterprise
• Provides accountability for marketing spend and aligns investments with goals and objectives
• Rationalizes marketing budget and spend across business units and disparate currencies
• Allows marketing to make real-time adjustments to their activities based on insight into current budget and expenditures
• Provides a marketing system of record to enable marketing and finance to make optimal decisions and document the process from end to end

For additional information on planning and financial Management, please refer to the Aprimo Technical Whitepaper, Implementing a Marketing Financial System.

As a result of using Aprimo, we have been able to identify investments that are duplicative and unnecessary. We expect to reduce our marketing overhead in these areas by 20% next year. VP of Marketing Finance (Aprimo customer)