(Not at an agency? Check out our article for in-house marketers)
Today’s marketing analysts at agencies understand the value of Marketing Mix Modeling (MMM) solutions. We know that MMM can reliably improve client outcomes, increase efficiency, and boost the agency's competitive position. However, convincing the executive team to sign off, and quickly, can be a challenge.
Here’s how to pitch Marketing Mix Modeling solutions to each agency executive—and win them over.
Chief Executive Officer (CEO)
Primary Concerns: Growth, client retention, and differentiation in a competitive market
How to pitch MMM:
Client Success = Agency Growth: MMM allows us to provide clients with more accurate insights into what’s driving their campaign performance. This leads to better client retention and longer-term relationships. MMM directly improves client ROI, which in turn, grows the agency through referrals and satisfied customers.
Scalable Solutions: With many clients across industries, our current methods are becoming too resource-intensive. MMM automates much of the analysis, allowing us to serve more clients at scale without compromising on actionable insights.
Differentiation in a Crowded Market: Offering state-of-the-art marketing mix modeling technology sets us apart from competitors still relying on less precise metrics like last-click attribution or publisher-provided data.
Chief Marketing Officer (CMO)
Primary Concerns: Client campaign performance, strategic recommendations, and demonstrating marketing effectiveness
How to pitch MMM:
Enhanced Client Reporting: Clients are increasingly asking for transparent, data-backed recommendations. MMM provides the granular insights that clients want, improving their confidence in our strategic recommendations and demonstrating marketing effectiveness.
Optimized Client Campaigns: MMM enables us to adjust tactics mid-flight, optimizing campaigns in real-time rather than waiting until the campaign concludes. This proactive approach enhances client satisfaction and delivers higher ROI.
Cross-Client Learnings: By using MMM, we can identify trends across our client base. These data-driven marketing strategies can be applied across multiple industries, improving client performance and giving us a competitive edge.
Chief Financial Officer (CFO)
Primary Concerns: Profitability, cost control, and resource allocation
How to pitch MMM:
Increased Operational Efficiency: MMM automates marketing analytics, reducing operational costs and improving our ability to handle more clients with the same resources. This aligns with the CFO's focus on profitability and cost control..
Data-Driven Retention Strategies: With more accurate insights from marketing mix modeling, we’ll reduce client churn and retain high-value accounts. This improves client retention and leads to a more predictable revenue stream.
Justifying Client Budgets: Clients often seek to cut marketing costs. With precise ROI data provided by MMM, we can justify the budgets they allocate to us, reducing pricing pressure and ensuring more stable revenue.
Chief Technology Officer (CTO)
Primary Concerns: Integration of new technology, data infrastructure, and scalability
How to pitch MMM:
Seamless Integration: MMM integrates with our existing data infrastructure, pulling in data from client campaigns, ad platforms, CRM systems, and more. Built on open-source marketing technology, MMM offers flexibility and future-proofing for the agency's evolving needs.
Scalable for Multiple Clients: MMM allows us to manage multiple clients’ data simultaneously, providing individualized insights at scale. This capability is crucial as our client base grows and becomes more diverse.
Future-Proofing the Agency: As marketing technology evolves, MMM gives us the flexibility to stay ahead of changes in consumer behavior and media trends by adapting our analytics approach quickly.
Chief Client Officer (CCO)
Primary Concerns: Client satisfaction, retention, and long-term relationships
How to pitch MMM:
Better Client Outcomes: MMM provides detailed insights into which campaigns and channels drive the most value, enabling us to deliver superior results. Satisfied clients are more likely to stick with us, improving client retention.
Personalized Client Insights: MMM allows us to offer customized reports and recommendations for each client, showing we understand their unique needs. This investment in personalized insights strengthens client loyalty.
Transparency & Trust: As clients demand more transparency in how their media dollars are spent, MMM provides an unbiased, data-driven approach. This level of transparency builds trust and strengthens long-term relationships.
Effectively pitching Marketing Mix Modeling (MMM) to agency executives requires tailoring the message to their unique concerns. For the CEO, it’s about agency growth, client retention, and market differentiation. The CMO values enhanced reporting, optimized client campaigns, and cross-client learnings to inform strategy. The CFO is focused on operational efficiency, better client retention, and justifying client budgets with data. The CTO needs to ensure that MMM integrates seamlessly with existing systems and is scalable for growth. Finally, the CCO seeks improved client outcomes, personalized insights, and transparency to enhance long-term relationships.
By addressing these priorities, agencies can position Marketing Mix Modeling as a game-changing solution that drives internal efficiencies and improves client outcomes. Contact MMM Labs for more information on how we can help your agency meet your goals.
