Planning and Budgeting for Marketing

Siebel Marketing includes support for a variety of Marketing Resource Management processes such as defining initiatives, planning and budgeting, expense tracking, managing calendars, and collateral planning. This chapter describes how to develop marketing plans, initiatives, and budgets. It includes the following topics:

About Planning and Budgeting for Marketing

Siebel Marketing provides support for planning and budgeting for the marketing organization. Using marketing plans, marketing executives and managers can create high-level business plans that cover a broad set of tactics, including outbound and inbound programs, campaigns, and events. For each plan, the marketing executive or team can set goals and objectives, identify available funds, assign budgets, associate multichannel marketing tactics, share documents, and generate forecasts.

The following table explains some of the marketing terms used in this chapter.

Table Glossary of Selected Marketing Terms

Term	Description
Marketing Plan	Plans are used to associate a broad set of tactics, including outbound and inbound programs, campaigns, and events for a specific business unit (such as European Field Marketing), purpose, or time period. For each plan, users can include goals and objectives, associate budget requests, associate multichannel marketing tactics, and share documents.
Tactic	A tactic is a term that is used to describe any kind of internal marketing activity. Types of tactics include programs, event plans, and stand-alone campaigns.
Initiative	An initiative can be used to associate global plans and tactics with overall strategic initiatives or priorities. For example, initiatives might include entering a consumer market or increasing brand equity.
Marketing Fund	A marketing fund is an internal marketing budget managed by a department or cost center, such as Corporate Advertising, Event Marketing, Market Research, and Partner Programs.
Budget Request	A budget request is an internal request to release some of the money in a Marketing Fund for use on a marketing program.
Purchase Order	An account number issued by the purchasing application giving a marketing team authority to incur expenses.
Expense	A record associated with a tactic with an estimated amount (forecast amount) and an actual amount. For example, Catering or Shipping. The actual amount can be based on an Invoice list item or entered by the user directly.
Invoice	A bill from a vendor for services rendered to the marketing organization.

The Marketing Planning module can be applied to fit any organizational planning approach, including plans based on time periods (such as quarterly or annual planning cycles), business units, product lines, or any other management structure. Plans can be organized in hierarchies with any number of levels to support small marketing organizations as well as more complex planning processes.

Executives can also set high-level corporate objectives and then assign goals to each business unit that is participating in the plan. Each business unit can then create its marketing plan to meet its own assigned goals, forecast the organization’s ability to achieve the assigned goals, and submit the plan for approval. Based on common goals and performance metrics, marketing organizations can develop their own set of key performance metrics and institute the use of those metrics for their marketing plans.

There are several phases to the planning and budget cycle. The following are some typical processes using Siebel Marketing Resource Management, although the process for your company might differ:

Planning and Alignment Process. This process is usually performed one time a year or one time a quarter. In this process, your company executives establish the overall marketing budget amount for the planning cycle. Based on the company priorities, a rough budget amount is set for each department or cost center. Meanwhile, the marketing teams develop their proposed programs, and submit them for review as budget requests. Budget requests that have good potential are approved to continue planning. The total cost of the approved budget requests is used to finalize the exact budget amounts (marketing funds) for each cost center. After the budget is finalized, the finance organization enters the official fund amounts for that planning cycle.
Budget Approval process (for internal programs). In this process, the owner of a marketing program submits a budget request to request that funds be allocated from a Marketing Fund to pay for the program (this step might have been done during the Planning and Alignment Process). If the program is being jointly funded by more than one cost center, then each cost center submits a budget request for its portion of the cost. The fund owner reviews and approves the budget request. After the budget is approved, the request details can be entered into a procurement application for additional approvals if required, so that a purchase order can be issued.
Expense Tracking Process (execution phase). In this process, the marketing team executes a marketing program or event. During the course of the program, expenses are incurred. Before the final invoice is received, the estimated value of each expense is tracked using the expense line items, so that a forecast of the expense amount can be monitored. After an invoice is received from a vendor that was hired for the program, the invoice is sent to the Finance department, and the invoice and purchase order number can be associated with specific expenses under the program or event.
Budget Adjustment Process. This process can occur at any point during the year. Usually this process happens at the end of a quarter when executives want to adjust the annual plan mid-cycle. This process might also occur if there is a change of strategy or the overall budget increases or decreases. In this process, the finance team or fund owner can transfer money from one fund to another, or use an adjustment to directly increase or decrease the money in a fund.

About Marketing Initiatives

Many organizations establish a set of strategic initiatives for each year or quarter. Often these initiatives are defined by the CEO, CFO, or executive committee with the intent that all the company’s marketing activities are aligned to achieve these initiatives. While some initiatives can represent quantitative objectives, such as Grow the Premium Segment 10%, they can also represent more abstract concepts such as Enter a new market.

The Siebel Marketing Initiatives feature allows you to define these initiatives for each planning cycle, and associate your marketing plans, budgets (funds), and tactics with these initiatives to measure alignment throughout the organization. It helps improve the alignment of the activities of individual teams with the corporate priorities by providing a visible association of high-level themes with day-to-day details, and helps you improve ROI (Return on Investment) for your marketing budget.

For example, you can:

Define the priorities for your company or organization for a given period (year, quarter).
Associate these priorities with marketing funds and budgets. (How much funding have you actually budgeted for each of the initiatives?).
Associate the initiatives with each of your marketing tactics such as campaigns, programs, and events. (What specific marketing activities are you implementing to achieve this objective?).
Analyze the success of marketing tactics. (You failed to meet this objective last year. Why? What specific tactics did you execute?)

For more information, see Creating Initiatives and Linking Initiatives to Plans.

Process of Creating Marketing Plans and Budget Requests

To create marketing plans and budget requests, perform the following tasks:

Creating Marketing Plans

You create a marketing plan in the Marketing Plans screen. The Marketing Plans list provides a list of the marketing plans to which you have access.

The visibility filter provides several levels of visibility, including the following views:

My Marketing Plans displays marketing plans with which you are associated as a team member.
All Marketing Plans displays marketing plans in your assigned organizations.
All Marketing Plans Across My Organizations displays marketing plans that exist in your organizations and in any suborganizations in your organizations.
All Marketing Plans Across Organizations displays the marketing plans that exist in every organization in your application.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

The following procedure shows how to create a marketing plan.

To create a marketing plan

Navigate to the Marketing Plans screen.

In the Marketing Plans list, create a new record, and complete the fields.

The following table describes some of the fields.

Field	Description
Marketing Plan Name	(Required) The name of the marketing plan.
Plan Code	(Required) An identification code provided by you. Must be a unique value.
Type	(Optional) A list of the category types of marketing plans. Examples of possible values include Corporate, Regional, Business Unit, and Department.
Objective	(Optional) A text description of the objective of the marketing plan.
Planning Period	(Optional) You associate the planning period with the plan so that you can use it during categorization and reporting. For example, you might want to track a quarterly or annual planning period.
Execution Period	(Optional) The period in which the plan is to be executed.
Approval Status	A status field that indicates that the plan has been Approved, Declined, Submitted, or Needs Revision.
Approval History	Displays the history of approvals for the marketing plan.
Region	(Optional) A listing of regions that you can associate with this plan. Regions are organized using a region hierarchy.
Organization	(Optional) A multivalue field displaying organizations associated with the plan. Organizations that appear in this list have visibility to the plan.
Team	(Optional) A multivalue field containing members of the team for the plan.

Creating Initiatives and Linking Initiatives to Plans

You can create a marketing plan initiative and associate it with your plan to help you track and analyze the success of your marketing plan against overall corporate initiatives. In addition, you can associate existing marketing tactics and funds with the initiative, link to marketing collateral documents, and add notes to each initiative.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

Defining a Marketing Initiative

The following procedure shows how to define a marketing initiative.

To define a marketing initiative

Navigate to the Marketing Plans screen, then the Initiatives view.

In the Initiatives list, create a new initiative and complete the required fields.

The following table describes some of the fields.

Field	Description
Name	The name of the marketing initiative.
Status	The status indicates whether the initiative is still in planning (not yet official), active, completed (for a past planning cycle), or is cancelled.
Planning Period	The period for the planned initiative. This period must align with the period for your marketing plans, marketing funds, and tactics.
Priority	The priority assigned to the initiative.
Executive Sponsor	If the initiative is owned by an executive sponsor, then this field allows you to select the name of the sponsor (employee).
Team	If the initiative is owned by a particular team, then this field allows you to add team members to the initiative.
Region	If the initiative applies to a specific region, then this field allows you to select it. Regions are organized using a region hierarchy.

Associating a Marketing Plan with an Initiative

The following procedure shows how to associate a marketing plan with an initiative.

To associate a marketing plan with an initiative

Navigate to the Marketing Plans screen, then the Marketing Plans view.
In the Marketing Plan list, query for the Marketing Plan.
Select the Plan Details tab, and then click the Related Initiatives field.
Associate one or more initiatives with the plan, and then save the record.

Associating a Marketing Fund with an Initiative

The following procedure shows how to associate a marketing fund with an initiative.

To associate a marketing fund with an initiative

Navigate to the Marketing Plans screen, then the Marketing Funds list.
In the Marketing Fund list, query for the Marketing Fund.
Select the Fund Details tab, and click the Related Initiatives field.
Associate one or more initiatives to the fund, and then save the record.

Associating a Marketing Tactic with an Initiative

The following procedure shows how to associate a marketing tactic with an initiative.

To associate a Marketing Tactic with an Initiative

Navigate to the Marketing Plans list, and click Initiatives in the link bar.
In the Initiatives list, click the Initiative name.
From the Initiative form, click the Marketing Tactics view tab.
Associate one or more initiatives with the tactic, and then save the record.

Associating Documents and Notes with an Initiative

The following procedure shows how to associate documents and notes with an initiative.

To associate documents and notes with an initiative

Navigate to the Marketing Plans list, and click Initiatives in the link bar.
In the Initiatives list, click the Initiative name.
From the Initiative form, click the Documents view tab or the Notes view tab.

Setting Goals for Marketing Plans

Each marketing plan can be associated with a set of goals. Each goal is a metric against which the performance of the plan is measured. If you need additional metrics that are separate from performance objective goals, then you can create assumptions for a goal. An assumption is a presumed factor in the achievement of a goal. For example, the goal of the campaign might be a 20% ROI, with the assumption that the total cost is less than $10,000.00. An assumption record uses the same fields as a goal record.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

The following procedure shows how to create a goal for a marketing plan.

To create a goal for a marketing plan

Navigate to the Marketing Plans screen.
In the Marketing Plans list, click a plan name.
In the Marketing Plans form, use the Type drop-down list to choose a type of plan.
Click the Goals view tab.
In the Goals list, click Apply Goal Template.
The goals from the template populate the Goals list.

Note: The goal template is controlled by the Type field. If you apply the template with an incorrect type selected, then you can change the type and click Apply Goal Template again. If a template is not available, then a message appears indicating that there is no active goals template for the specified type that you chose in Step 3.
If a goal template is not available, then in the Goals list, create a new record.

In the new record, complete the fields using the following table as a guide.

Note: Make sure that you select the appropriate number format for the goal type.

Field	Description
Metric	Type of goal. Some of the values for this field are: Average Cost per Lead. (Number Format equals Currency) The expected cost of the marketing activities in the plan divided by the number of sales leads generated. Average Cost per Opportunity. (Number Format equals Currency) The expected cost of the marketing activities in the plan divided by the number of sales opportunities generated. Average Cost per Order. (Number Format equals Currency) The expected cost of the marketing activities in the plan divided by the number of sales orders generated. # Leads. (Number Format equals Integer) The number of sales leads this plan is expected to yield. The definition of lead might vary based on your company’s business process. ROI %. (Number Format equals Percentage) The Return on Investment percentage that this plan is expected to earn. Unit Volume. (Number Format equals Integer) The number of product units that are expected to be sold as a result of this plan.
Number Format	The types of formats are Number (nonfinancial), Percentage (nonfinancial), and Currency (financial): If you select the Currency number format (a financial goal), then complete the Target Amount field. If you select a different number format (a nonfinancial goal), then in the Target Qty field, enter the target number for the goal. Note: If the goal has a Number Format of Percentage then be sure to enter whole number values, not decimal values. For example, an ROI goal of 15% must be entered as “15", not “.15".
Target Amount	If the number format is Currency, then use this field to specify the amount.
Target Qty	If the number format is anything other than Currency, then use this field to specify the number.
Forecast Amount or Forecast Quantity	If you know the expected forecast value, then enter it in the Forecast Amount or Forecast Quantity field. If you do not know the expected forecast value, then leave the Forecast Amount or Forecast Quantity field empty, and add the value after you develop a forecast.

(Optional) In the Assumptions form, create assumptions for the goal.

Creating and Associating Tactics with Marketing Plans

A plan tactic is a marketing program, event plan, or stand-alone campaign that you have associated with a marketing plan. A marketing plan can be associated with any number of marketing programs, event plans, or stand-alone campaigns:

A marketing program is any program created in the Programs screen.
An event plan can be any event plan created in the Events screen.
A stand-alone campaign can be any campaign created in the Campaigns screen that is not associated with a marketing program.

You can create new tactics while developing your marketing plan or associate existing tactics with the marketing plan.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

Creating a New Plan Tactic and Associating it with a Marketing Plan

The following procedure shows how to create a new plan tactic and associate it with a marketing plan.

To create a new plan tactic and associate it with a marketing plan

Navigate to the Marketing Plans screen.
In the Marketing Plans list, click a marketing plan name.
Click the Plan Tactics view tab.
In the Plan Tactics list, create a new tactic.
In the new tactic record, complete the Tactic Name and Type fields.

Caution: Be sure to select the correct Tactic Type (Event Plan, Program, or Standalone Campaign) before saving the record, because the type cannot be changed after the record is saved.

Associating an Existing Plan Tactic with a Marketing Plan

The following procedure shows how to associate an existing plan tactic with a marketing plan.

To associate an existing plan tactic with a marketing plan

Navigate to the Marketing Plans screen.
In the Marketing Plans list, click a marketing plan name.
Click the Plan Tactics view tab.
In the Plan Tactics list, click Add.
You can modify every field in this record except Type.
In the Pick Tactic dialog box, query for an event, program, or stand-alone campaign, and click OK.

Note: Each tactic can be associated with only one marketing plan.

Developing and Managing Marketing Funds

Many marketing organizations, especially those that operate in multiple business lines and geographies, typically use disparate methods to track the sources, uses, and status of marketing funds. These methods might include the use of multiple, disconnected applications and media including spreadsheets, email messages, and departmental databases. Gaining control of these funds and maintaining a consistent view of the available fund balance is a challenge that is complicated by the lack of consistent processes across the organization.

By creating Marketing Funds, you can delegate spending authority to a particular department or cost center, and use Siebel Marketing to manage each budget. Because there is often a delay between the execution phase of a program and the date when all the invoices are received and processed in your back-office financial applications, your Marketing Funds and related tactics can provide a more up-to-date forecast with your organization's financial position.

Using Marketing Funds, an organization can:

Establish a budget for each marketing department or cost center
Draw money from these funds to pay for marketing tactics
Transfer funds from one budget to another
Adjust a fund with an increase or decrease (but not a transfer)
Monitor current amounts for initial, allocated, committed, and spent funds

This task is a step in Process of Creating Marketing Plans and Budget Requests.

Creating Marketing Funds

Complete the steps in the following procedure to create a marketing fund.

To create a Marketing Fund

Navigate to the Marketing Plans screen and click Marketing Funds in the link bar.

In the Marketing Finds list, create a new marketing fund, and complete the required fields.

The following table describes some of the fields.

Field	Description
Initial Amount	Indicates the amount delegated to the fund at the beginning of the planning cycle (typically an annual or quarterly cycle).
Allocated	Indicates the total Approved Budget amount from budget requests associated with the Fund.
Spent	Indicates the total of actual expenses from the tactics associated with the fund (using budget requests). If you have linked invoice line items to your tactic expenses, then this would represent the actual invoice amount. Otherwise, the actuals would be whatever was manually entered by users in the tactic-level expense records. Note: You must associate the Budget Request with the expense.
Fund Id	Automatically assigned when the record is created.
Approval Status	Indicates the status of the marketing funds approval. Options are Submitted, Approved, Declined, Needs Revision. If you change the status to anything other than Approved or Declined, then you must specify the name of the employee who will become the new owner.
Committed	Indicates the total of all purchase orders associated with budget requests from this fund. Note that the budget request and purchase order must both be associated with the same tactic.
Available	Indicates the Initial Amount minus Committed minus Net Adjustments minus Net Transfers.
Locked	When this check box is selected, the marketing fund can only be updated by a Marketing administrator.
Net Adjustments	Net amount (calculated) of all financial adjustments made to the Marketing Fund.
Net Transfers	Total transfers into the fund minus total transfers out of the fund.

Creating and Submitting Budget Requests

Use budget requests to request funds to pay for a marketing activity such as a campaign, event, or program. You can specify the amount of funding you need, associate the tactics related to the request, and submit the request for approval from the budget owner in your organization. Budget requests can be associated with a marketing plan or created and approved without establishing a relationship to a marketing plan. You can request funds for a single tactic from multiple budget owners. You can spread the money from an approved budget request across multiple tactics.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

Creating Budget Requests

The following procedure shows how to create a budget request.

To create a budget request

Navigate to the Marketing Plans screen.
In the Marketing Plans link bar, click Budget Requests.

In the Budget Requests list, create a new record, and complete the fields.

The following table describes some of the fields.

Field	Action
Total Requested	Total amount of the budget request. This field must be completed, or the budget request cannot be submitted.
Approval Status	A status field that indicates that the plan has been Approved, Declined, Submitted, or Needs Revision.
Marketing Plan	Associates the request with the marketing plan.
Budget Request Id	Automatically populated.
Net Requested	By default, this field shows the same value as Total Requested, but it can be configured to calculate the net amount as total minus any partner contributions.
Approval History	Displays the history of approvals for the budget request (when Approval Status is Submitted).
Planning Period	Indicates the time period during which the request is active. For example, an annual or quarterly budgeting period.
Budget Category (G/L Account)	Choose a budget category for the request. The categories typically correspond to the values in the back-office accounting general ledger.
Line Number	You can use this field in any way that meets your business needs. For example, some general ledger applications generate a line number for each budget item.
Approved Budget	Specify the amount of money approved for the request. This field must only be used by employees with budget authority.
Region	Select the region authorized to spend the funds.
Type	The value corresponds to the categories that your organization uses to organize and review requests. For example, Direct Mail, Hospitality, Marketing Operations, and so on.
Fund	Identifies the Marketing Fund that provides funds for this budget request.
Organization	Associates the request with organizations that must have visibility to the request.

Associating Programs, Campaigns or Event plans with a Budget Request

The following procedure shows how to associate programs, campaigns or event plans with a budget request.

To associate programs, campaigns or event plans with a budget request

Navigate to the Marketing Plans screen.
Click the Budget Request link.
Click the Tactics view tab.
To associate an existing program, campaign or event, click Add, then select a tactic in the dialog box, and click OK.
To create a new tactic:
1. Click New, and then enter a name.
2. Select the type (Program, Event Plan or Standalone campaign).
Note: After you select a tactic type and save the record, you cannot change the type.

You can now submit the budget request.

Submitting a Budget Request

After you create the budget request (making sure that the Total Requested field is complete), submit the budget request, using the following procedure.

Note: Be sure that the marketing plan for the budget request is associated with a tactic before submitting the request. For instructions, see Creating and Associating Tactics with Marketing Plans.

To submit a budget request

From the Approval Status drop-down list, choose Submitted.
The Pick Employee dialog box opens.
In the Pick Employee dialog box, select the employee to whom you want to submit the budget request.
(Optional) Add a comment to the request.

Approving or Declining a Budget Request

The following procedure shows how to approve or decline a budget request.

To approve or decline a budget request

Navigate to the My Approvals Inbox view.
Click the budget request name.
The Budget Request view appears.
In the Approval Status drop-down list, choose Approved, Declined, or Needs Revision.
The Pick Employee dialog box opens.
In the Pick Employee dialog box, select the employee who submitted the budget request.
(Optional) Add a comment to the request.

Associating a Budget Request with a Marketing Plan

The following procedure shows how to associate a budget request with a marketing plan.

To associate a budget request with a marketing plan

Navigate to the Marketing Plans screen.
In the link bar, click Marketing Plans.
In the Marketing Plans list, expand a Marketing Plan name.
Click the Budget Requests folder.
In the Budget Requests list, click Add.
In the Pick Budget Request dialog box, select the budget request, and click OK.

Note: If there are any tactics associated with the budget request that are not already associated with a marketing plan, then the tactics are then associated with the marketing plan.

Associating Budget Requests and Tactics with the Marketing Fund

When you submit a budget request, you must indicate the fund from which you want the money drawn. To indicate this, you must associate the fund with the budget request record.

The following procedure shows how to submit a budget request from a marketing fund.

To submit a budget request from a marketing fund

Navigate to the Marketing Plans screen.
Select the Budget Requests link.
In the Budget Request list, click the name of the Budget Request.
Click the Fund field.
Select the Fund, then click OK and save the record.

Managing the Marketing Fund

You can shift funds from one marketing fund to another and make other required financial changes to your Marketing Fund using the Transfers In, Transfers Out and Adjustments view tabs.

You can also view charts that provide Fund Analysis, Fund Allocation Analysis, and a Fund Allocation Trend Analysis by Region Brand, and Budget Category by Marketing Fund, and add notes to the fund.

Transferring Funds into or out of a Marketing Fund

The following procedure shows how to transfer funds into or out of a marketing fund.

To transfer funds into or out of a marketing fund

Navigate to the Marketing Funds list, and click the marketing fund name.
From the Market Fund form, click either the Transfers In or Transfers Out view tab.
In the Transfers In, or Transfers Out list, create a record and complete the fields.
Amounts transferred in or out of the Marketing Fund are calculated and appear in the Net Transfers field of the Marketing Fund form. For a Transfer In, the To field is always the Fund that you selected. For a Transfer Out, the From field is always the Fund that you selected.

Making Adjustments to a Marketing Fund

The following procedure shows how to make adjustments to a marketing fund.

To make adjustments to a marketing fund

Navigate to the Marketing Funds list, and click the marketing fund name.
From the Market Fund form, click the Adjustments view tab
In the Adjustments list, create a new record and complete the fields.
Enter a comment to explain why the Fund amount was increased or decreased.
For example, if there is a budget cut, then provide details so that other users can understand why the budget was changed.

The Net Adjustment amount appears in the Net Adjustments field of the Marketing Fund form.

Viewing Marketing Fund Analyses

The following procedure shows how to view marketing fund analyses.

To view marketing fund analyses

Navigate to the Marketing Funds list, and click the marketing fund name.
From the Market Fund form, click the Charts view tab.
In the Charts view, specify the By value, and the Chart Type, and click Go.
Click the appropriate link on the link bar to view Fund Allocation Analysis, Fund Analysis, or Fund Allocation Trend Analysis results for your Marketing Funds.

About Developing and Tracking Budgets for Marketing Plans

The Marketing Plans screen also shows summary financial information based on items associated with the plan. This topic explains the source for each of the financial fields on the Marketing Plan.

Use the Marketing Plan form to review the forecast and actual expenses for the campaigns, events and programs in your organization. The marketing plan provides the following categories of values for viewing financial information:

Requested and Assigned Budget. The Plan Tactics view tab contains two fields that show how much money the plan owner has requested (Requested Budget) and how much money has been approved by the budget owner (Assigned Budget). These fields can be edited.

Forecast and Actual Expenses. The total forecast and actual expenses for all tactics in the marketing plan.

Forecast Expenses. Total forecast expense value for expense records associated with the tactics (programs, campaigns, and events) in the marketing plan.

Actual Expenses. Total actual expense value for expense records associated with the tactics in the marketing plan.

The following table identifies the location of expense data for each type of tactic.

Tactic Type	Where to Find the Input Data
Event Plans	Navigate to the Events screen, Event Plans, Plan, and then the Expenses view.
Events	Navigate to the Events screen, Plan, and then the Expenses view.
Programs	Navigate to the Programs screen, Plan, and then the Expenses view, or navigate to the Campaigns screen, Plan, and then the Expenses view (for campaigns associated with programs).
Standalone Campaigns	Navigate to the Campaigns screen, Plan, and then the Expenses view.

Forecast and Actual Revenue. The total actual expenses and revenues for all tactics in the marketing plan. The Plan Details view tab includes a Financial Summary section summarizing total revenues for the tactics in the plan.

The following table identifies the location of revenue data for each type of tactic.

Tactic Type	Where to Find the Input Data
Campaigns	Navigate to the Campaigns screen, then the Plan view, and click Goals link.
Event Plans	Navigate to the Events screen, Event Plans, and then the Plans view, and click the Revenue link.
Programs	Navigate to the Programs screen, then the Plan view, and then click the Goals link.

Forecast Revenue. A total of forecast values for revenue goals such as forecast amount for tactics in the marketing plan.
Actual Revenue. The Total Order Revenue for orders associated with a tactic using values obtained from the Oracle Business Intelligence Server after the Siebel Data Warehouse is populated from the Siebel transactional database. If the value from the Oracle BI Server is not integrated into your environment, then the value is blank.

Developing and Tracking Budgets for Marketing Plans

You can use marketing plans to develop budgets. As you implement tactics, you can track the financial status of the marketing plan.

You can optionally use the Marketing Plan to track all the budget requests you have submitted to pay for the tactics in your plan. You do not have to use the Marketing Plan to submit budget requests for your tactics, but you might find it convenient to associate the budget requests here for easier tracking.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

The following procedure shows how to allocate funds from a budget request to tactics.

To allocate funds from a budget request to tactics

Navigate to the Marketing Plans screen.
In the Marketing Plans list, click a marketing plan.
Click the Budget Requests view tab, and verify that you have associated your budget requests and their related programs, events, and stand-alone campaigns.
For more information on associating plan tactics, see Creating and Associating Tactics with Marketing Plans.
In the lower list of tactics for each budget request, if the Allocated Amount is not visible, then use the Columns Displayed option to add it:
1. From the Tactics Menu, choose Columns Displayed.
2. In the Columns Displayed dialog box, move Allocated Amount to the Selected Columns list and click Save.
In the Allocated Amount field for the Tactic, enter the portion of the budget request Approved Budget that you want to allocate to that tactic. If there is only one tactic for that budget request, then this amount must be 100%.
If you developed forecast expenses for the tactic, then you can verify the plan is within budget by comparing your assigned budget to the forecast expenses.

You can also perform Step 4 and Step 5 directly on the Budget Requests screen.

Associating Purchase Orders with Marketing Tactics and Budget Requests

Purchase orders (POs) are approved purchase requests for marketing expenses. You can track committed spending by associating purchase orders with tactics and budget requests.

Note: Your company might approve and generate POs in a separate procurement application.

There are two types of purchase orders:

Blanket PO. This type of purchase order is used for a recurring expense.
One-time PO. This type of purchase order is used for a single instance of an expense.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

Associating Purchase Orders with Marketing Tactics

The following procedure shows how to associate purchase orders with marketing tactics.

To associate purchase orders with marketing tactics

Navigate to the Marketing Plans screen.
In the link bar, click Purchase Orders.
In the Purchase Orders list, create a new purchase order, complete the fields, and save the record.
In the type field, you must specify either Marketing Purchase Order or Blanket Purchase Order. You can also select an existing purchase order.
Click the Tactics tab, then click the name of the program, event plan, or campaign.
Click the Plan view tab, then select the Purchase Orders link.
Click New. In the dialog box, select the purchase order that you created in Step 1 to Step 3.
.

Associating Purchase Orders with Budget Requests

The following procedure shows how to associate purchase orders with budget requests.

To associate purchase orders with budget requests

Navigate to the Marketing Plans screen.
In the link bar, click Purchase Orders.
In the Purchase Orders list, select an existing purchase order, or create a new purchase order.
If you are creating a new purchase order record, then you specify either Marketing Purchase Order or Blanket Purchase Order in the Type field.
In the Purchase Orders list, click the Purchase Order # link.
From the Purchase Order form, click the Budget Requests view tab, and then click Add to select an existing Budget Request.

Note: The same tactic must be associated with the Budget Request and Purchase Order before you can see it in this dialog. This ensures that the budget request and purchase order are indeed related, since they are intended to pay for the same tactic.

Creating Line Items for a Purchase Order

Optionally, you can enter the line items that are associated with a purchase order. Usually you submit and approve purchase requests through your company procurement application, however, you can choose to use the purchase order screen as a system of record. You can use the line items view to enter the detailed line items that are part of your purchase request.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

The following procedure shows how to enter a purchase order line item.

To enter a purchase order line item

Navigate to the Marketing Plans screen.
In the link bar, click Purchase Orders.
In the purchase orders list, select an existing purchase order.
In the purchase orders list, click the Purchase Order # link.
From the purchase order form, click the Line Items view tab.
Click New to create a line item.
Enter a description, quantity and price for each item covered by the Purchase Order.

Managing Marketing Assets and Collateral

Using the Marketing Asset feature, you can track the physical inventory of your marketing collateral, monitory inventory status, and manage requests for vendors to replenish your marketing materials.

The Marketing Assets screen provides a running inventory of each collateral item, with visual indicators that show when collateral is likely to require replenishment. For more rigorous purchase processes, the fulfillment process supports tracking of vendors and multiple bids for fulfillment requests to make sure that the low price supplier is always used.

Marketing Assets is integrated with Siebel Content Center. Using Content Center, users can use version management for revision of content, and implement workflow-driven approval processes.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

Creating a Marketing Asset

The following procedure shows how to create a marketing asset.

To create a marketing asset

Navigate to the Administration - Content Center screen.
Select the Content Assets link.
Click New to create a new asset.
In the dialog box, enter a Name and Title for the asset, and then click File Options to browse for the file or URL options if you want to reference a URL to an online location.
Click OK to save the document.
Enter Activation and Expiration dates for the asset.
Select the Marketing Asset check box.

Tracking an Inventory of Marketing Assets

The following procedure shows how to track an inventory of marketing assets.

To track inventory of marketing assets

Navigate to the Marketing Asset screen.
Select the Marketing Inventory link.
Click New to add an asset to the inventory list.
In the location field, enter the Location where the inventory currently resides.

Note: To create a location, go to Administration - Location on the site map.
In the Quantity Available field, enter the current inventory amount for that location.

Creating Fulfillment Requests

The following procedure shows how to create fulfillment requests.

To create fulfillment requests

Navigate to the Marketing Asset screen.
Select the Fulfillment Requests link.
Click New to enter a request.
Enter the priority, date requested, and shipping location.
Save the record, and then click the Request # link.
Select the Pieces view tab, and then click New.
Select the Asset name field and specify the asset you want shipped and the quantity requested. Repeat this step for other assets you want fulfilled.

Tracking Bids for a Fulfillment Request

The following procedure shows how to track bids for a fulfillment request.

To track bids for a fulfillment request

Navigate to the Marketing Asset screen.
Select the Fulfillment Requests link.
Click on the Request # link.
Select the Bids view tab.
Click New to create a record for each supplier that is considered for fulfillment, and then select the Supplier name and set the Bid Status to Request Submitted.
In the Bid Items list at the end of the screen, enter the Asset, # of Units, and expected Unit Cost.
Repeat Step 5 and Step 6 for other suppliers.
When bids are received for a supplier, set the bid status to Bid Received and update the bid items list to reflect their submitted estimate.
When you select a supplier, set the bid status to Awarded Bid and update the Actual Cost field on the bid header.

Attaching Documents to Marketing Plans

You can attach planning documents to a marketing plan using the Documents view. These documents are visible to anyone who has access to the plan.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

The following procedure shows how to attach a document to a marketing plan.

To attach a document to a marketing plan

Navigate to the Marketing Plans screen.
In the Marketing Plans list, click a Marketing Plan name.
Click the Documents view tab, and attach the document to the marketing plan in either of the following ways:
- If the document is a file on your computer or network, click New File, then navigate to the file and click Open.
- If the document is a Web page, click New URL, paste the URL into the URL field, and then click Add.

Adding Expenses for Events, Campaigns, and Programs

Using the Expense views for event plans, events, campaigns, and programs you can add the type and amount for each budget expense along with information, such as the purchase order number and invoice details. After you add expenses, the total forecast and actual values are calculated and displayed in the parent marketing plan for the tactic.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

The following procedure shows how to add expenses for a campaign, event, event plan, or program.

To add expenses for a campaign, event, event plan, or program

Navigate to the appropriate screen for your product:
- For campaigns, navigate to the Campaigns screen.
- For events, navigate to the Events screen, then the Events view.
- For event plans, navigate to the Events screen, then the Event Plans view.
- For programs, navigate to the Programs screen.
In the list, click a campaign, event, event plan, or program name.
Click the Plan view tab.
In the Plan link bar, click Expenses.
Create a new record, and complete the fields.

(Optional) For programs only, associate the expense with a specific campaign by choosing the campaign in the Campaign Name field, if appropriate.

The following table describes some of the fields.

Field	Description
Expense (Campaigns and Programs only)	A reference name for the expense.
Campaign Name (Programs only)	A reference name for the campaign.
Purpose (Campaigns and Programs) Cost Type (Events and Event Plans)	The category for the expense.
Unit (Campaigns and Programs only)	Indicates if the expense is a fixed or unit (variable) cost.
Invoice #	The Id that corresponds to the invoice received. This information is available only if your company stores invoice information in the application. For more information, see Associating Invoices and Invoice Items with Expenses.
Purchase Order #	Associates the Purchase Order that must pay the expense. Note: The Purchase Order only appears if the purchase order type is Payable and the purchase order is associated with the tactic in the Plan screen, Purchase Orders view.
Assigned Budget (Campaigns only)	The amount budgeted for the expense.
Forecast # Units, Forecast Unit Cost, and Forecast Expense	Typically, the Forecast amount indicates the expected cost of the expense before the actual quote or invoice is received for the expense. The Forecast Expense column is calculated by multiplying Forecast # Units by Forecast Unit Cost.
Actual # Units, Actual Unit Cost, and Actual Expense	Typically, the Actual amount indicates the true cost of the expense after the quote or invoice is received. The Actual Expense column is calculated by multiplying Actual # Units by Actual Unit Cost.
Variance	Calculated as Actual Expense less Forecast Expense.
Event (Event Plans only)	Associates the expense with a specific event.
Session (Events and Event Plans only)	Associates the expense with a specific session.
Expense Date	Determines the correct exchange rate, if your application spans multiple currencies.

Associating Invoices and Invoice Items with Expenses

Invoice values are available only if your company stores invoice information in the application.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

The following procedure shows how to associate invoices and invoice items with expenses.

To associate invoices and invoice items with expenses

Navigate to the Campaigns, Events, or Programs screen.
Click the campaign, event, event plan, or program name.
Click the Plan view tab.
In the Plan link bar, click Expenses.
In the Expenses list, locate the expense record to associate the invoice and Invoice item.
Click the Invoice Id # select button, query for the invoice number, and click OK.

Note: Only Invoices with a type of Payable appear.
Scroll down to the Invoice Line Items list, and click Add.
In the Pick Line Items dialog box, select one or more line items to associate with the expense.
Click Update Actual Cost to update the Actual Expense field on the expense record.

Note: You can associate different line items from the same invoice with different expense records.

Using Loyalty Programs

Loyalty programs are available in Siebel Loyalty Management only.

You can associate a campaign with your loyalty promotions by first associating the loyalty program with a marketing plan. Any expenses for the loyalty promotion are then rolled up to the marketing plan and appear in the audit trail.

Associating a Loyalty Program with a Marketing Plan

The following procedure shows how to associate a loyalty program with a marketing plan.

To associate a loyalty program with a marketing plan

Navigate to the Marketing Plans screen.
Click a marketing plan.
The Plan Tactics view tab appears.
Click the Plan Details tab.
In the Marketing Plan Details form, select a Loyalty program in the Loyalty program field.

Associating a Loyalty Promotion with a Campaign

The following procedure shows how to associate a loyalty promotion with a campaign.

To associate a loyalty promotion with a campaign

Navigate to the Marketing Plans screen.
Click a marketing plan.
The Plan Tactics view tab appears.
Add a new plan tactic, selecting Standalone Campaign in the Type field.
Click the plan tactic.
Click the Design view tab.
Click the Related Loyalty Promotions link.
A list of Loyalty promotions that are associated with the selected Marketing plan appears.
To associate a new promotion with the campaign, click the New button, then select the promotion you want to associate in the Promotion field.
After you have added a promotion, the Create Enrollment and Create Eligibility buttons become active and can be selected. These buttons can be used as follows:
- Create Enrollment. Enrolls all contacts you have associated with the campaign who are Loyalty program members to the selected promotion.
  For information on associating a contact with a campaign, see Associating Lists of Prospects or Contacts with Campaigns and Adding Contacts and Prospects to Campaigns Individually.
- Create Eligibility. Makes all contacts you have associated with the campaign who are Loyalty program members eligible to enroll in the promotion.
  Eligible members can then be enrolled into the promotion manually, either by using Siebel eLoyalty self-service options, or by being enrolled by a member service representative (MSR).
After selecting either the Create Enrollment or Create Eligibility buttons, you can verify a member’s status in relation to the selected promotion by navigating to the Loyalty Members screen, selecting the relevant member, then selecting the Promotions link bar. Select the Enrolled Promotions tab to view all promotions the member is enrolled in, or select the Applicable Promotions tab to view promotions the member is eligible to enroll in if he or she chooses.

Note: Before selecting either the Create Enrollment or the Create Eligibility buttons, make sure that you have associated contacts with the campaign, and that the promotion you have associated with the campaign is valid. If you do not, an error message is displayed when you select either button.