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Organizational Trust and
Financial Accountability in Marketing

F1000 CFO: "The Rising Cost of New Cash & the Extraordinary Opportunity Cost on our Existing Cash Mean We Can't Afford to Be Really Wrong Anymore."

Evaluating The Situation:

  • It's important to recognize that Non-Linearity and Time to Impact ("time lag") defines the amount of time it takes for functional investments to operationalize into business impact. For example, Marketing in B2B is a non-linear multiplier of linear areas of business performance, like Sales. This means that while Marketing and Sales create significant GTM synergies, they do it asynchronously in time. This presents a significant challenge for functional leaders, who are often expected to show results within a quarter when the time lag is several quarters.
  • Continuing the GTM example: in B2B, Marketing and Sales isn't simple and will never be simple. Purchase decisions are complicated actions across groups, and these groups are growing rapidly. Even more complex, other factors like the difference in time lag for effects seen from different channels or programs and feedback loops where actions ultimately have multiple effects. And nearly two-thirds of the factors that influence the success or failure of GTM investments related to the impact coming from competitors, economic conditions, brand reputation, and government regulation.
Capabilities Your GTM Team Needs
Value Path
You're looking for a causal chain that directly connects marketing investments and actions to revenue growth, customer acquisition, and profit margins. You're looking for a Rosetta Stone that can translate marketing activities into the financial language of ROI, cost-saving, and predictive analytics.
 
 
 
 

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Forecasting Value
You need the ability to forecast accurately as a requirement to obtain and maintain budgets. It is insufficient to rely on historical data alone; marketing leaders must navigate a forward-looking approach, gauging the real-time market pulse and predicting outcomes effectively.
 
 
 
 
 
Scenario Modeling
Marketing is a complex web of a growing number of purchase influencers on one side, and a large set of engagement tactics on the other. Unraveling this complexity doesn't happen in the tools your team has today. They need tools to apply advanced analytic techniques to determine business impact based on a range of budget and marketing mix scenarios.
 
 
 

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PLAN
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PREDICT
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PROVE
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PIVOT

Performance You Can Afford!

Proof GTM Manager™ on Salesforce

  • The Only MRM Native on Salesforce
  • The Only MRM with AI-Driven Causal Analytics
  • Easy & Transparent Marketing Planning, Budgeting, and Scheduling
See Product Comparison

Proof Causal.ai™ on AWS

  • The Only Causal Analytics  that Updates at the Speed of Your Business
  • Run "What if" Wargame Scenarios + Get Clear Visualizations
  • Eliminate the "Black Box" of MMM
See Product Comparison

Let's get started!