Tips and tricks for MBM.

 
 

Marketing Budget Management (MBM) by Marketing Lucidity is the only application designed for salesforce.com’s AppExchange platform focused specifically on helping marketers plan marketing budgets.  No matter your industry or type of marketing your organization executes, MBM can handle and scale to your specific requirements.  MBM integrates with Salesforce Campaigns out of the box, enabling users to get up and running in minutes.

While MBM is easy to use, marketers may still want to ensure they are optimizing usage of the application to execute marketing budgets and measure results.   Our team has years of experience developing applications for marketers and running world-class marketing operations organizations.  We are more than happy to provide you with best practices and tips/tricks to get the most out of your investment.  Give us a call (312-402-3840) or send us an email (support@marketinglucidity.com) to learn more.

MBM Design Overview

To help users understand how MBM works, please refer to the simple architecture diagram below.  This diagram shows how MBM is integrated with Salesforce Campaigns and demonstrates the budget hierarchy provided by Program Budgets and Budget Groups in the application.  It also illustrates the relationship between Expense Items and Partner Funds relative to Campaign Budgets.  For additional questions, please don’t hesitate to contact us.

Getting Started

To get started with MBM, follow the simple steps illustrated below.  Marketing Budget Management includes 3 different levels of budget hierarchies.  The highest level, called Budget Groups, is designed to be used as a quarterly or annual budget for your marketing organization.  The second level, called Program Budgets, is designed to be used as the quarterly or annual budget for each of your marketing departments (e.g. Public Relations, Field Marketing, etc).  Finally, the third level, Campaign Budgets, is the lowest level of budgeting detail and each record is intended to have a 1:1 relationship with Salesforce Campaigns.

For the example below, we assume that the user is creating a new marketing budget for Q1 20XX.

Step 1:

On the Marketing Budget Groups Tab, Click the “New” button.  Create a new Budget Group Record, call it “Q1 20XX Marketing Budget”.  Make sure to add the start and end date for the budget period, the amount budgeted, and the description:

Step 2:

Next, begin to add your departmental budgets. These are new program budgets and roll up to your Budget Group. Create new program budgets by adding them from the related list under the Budget Group you just created. To create a new Program Budget from the list view (related list) of your Budget Group, scroll down to Marketing Program Budgets and click on “New Marketing Program Budget” button. Then add the description of this Marketing Program Budget, including name, amount, start and end date, description, and the number of leads and opportunities you expect from the program.  Repeat this step for all the program budgets you want to create:

Step 3:

Now you’re ready to create the line item budgets for each department.  For each of the Program Budgets you just created, add Campaign Budgets by clicking on the “New Marketing Campaign Budget” button in the Campaign Budget related list under each Program Budget.  Fill in the fields provided, included record name and start/end date.  This step also allows you to create a new Salesforce CRM campaign at the same time.  To do this, select the “Create New Salesforce Campaign” radio button.  If you’ve already created the campaign, select “Select Existing Salesforce Campaign”.

Create the required Campaign Budgets for each of your Program Budgets. After completing this step, you will have the basis of your marketing budget in Salesforce CRM. You may need to go back and check/monitor several aspects of your plan, including:

1) Ensuring you have allocated the funds intended for each Program and Campaign Budget
2) Ensuring you have allotted reasonable expected leads and opportunities to each Program and Campaign Budget

Step 4:

As you begin executing campaigns, you will realize expenses for each tactic.  Make sure to add a new Budget Expense item to your Campaign Budgets as you realize these expenses (e.g. Food & Beverage for events) to ensure you are staying within your allocated budget for each Campaign Budget.  You can also add Partner Funds to Campaign Budgets to offset the gross cost of the event with MDF by assigning funding from Partner Funds.

For additional questions, please contact us at (312) 402-3840 or at support@marketinglucidity.com.

 

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Marketing Budget Management - 2015



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