The benefits of integrating planning and reporting
For many businesses, the planning and reporting of marketing activities are two quite separate functions, managed in rather different ways. Planning is often done in spreadsheets: frequently at a high level, and often based largely on the expert judgement of the marketer in charge. Actual sales are typically visible in a separate reporting tool entirely, such as Business Objects. Although this may allow comparison of actual with budgeted sales for a time period, this is rarely linked to a specific marketing campaign, unless there is only one running at a time.
Sometimes, the marketer may have to copy summary information from the reporting system into a reporting spreadsheet, to allow actual sales to be viewed alongside the plan. Occasionally, those actual sales might require a revision to the forecast for the campaign, in which case letting this revised forecast flow through to other parts of the business is very difficult.
Integrating planning with reporting saves time…
The Compas approach is to combine campaign planning and reporting/analysis seamlessly into the same system. The marketer can enter basic information about campaigns and this is transformed into a full profit and loss account by week and campaign. These ‘mini P&Ls’ by campaign are aggregated to generate the overall forecast for the business. Actual sales are fed from the transactional systems and allocated to the appropriate marketing activity, allowing drill down from a top-level overview right to the individual elements of the marketing campaign to identify the causes of any over- or under-performance. Algorithms, which run automatically once the previous day’s actual sales are loaded, suggest revised forecasts for the eventual campaign outcome. The marketing department typically takes the final decision on whether to change the forecast, but if they do, changes at the campaign level instantly propagate to all parts of the system (demand forecast, financial forecast etc.), ensuring all departments are working from a single version of the plan.
…and benefits both activities
Combining the planning and evaluation of marketing activities (e.g. trade promotions or direct marketing campaigns) into the same set of tools benefits both activities. It promotes better feedback from historical performance into the planning process, and ensures that actual sales can be viewed in the context of the original plan (and subsequent revisions) without the need for laborious copying of data. Tailored tools allow for much more detailed planning and reporting whilst saving the marketing team a lot of effort. Instead of spending their Monday morning putting together the week’s marketing report, the Marketing department can spend that time thinking about the numbers in the report.
The end result is that businesses can improve the targeting of the marketing budget, deliver better customer service and allow their marketing team to focus on the sorts of tasks that cannot be automated – such as thinking of new ways to delight their customers.
Compas does all this and more
Compas was designed from the bottom up with the needs of marketers and finance managers in mind. As well as integrating planning and reporting, it provides a host of powerful analytics to deliver actionable insights into what delivers the best return on marketing investment. Contact us now to arrange a demo for your organisation.