Databricks' Marketing Analytics team must recommend which Q3 marketing initiatives to fund and launch to support pipeline goals for Data Intelligence Platform, Lakehouse, and Databricks SQL. You are leading the execution plan for a cross-functional prioritization effort involving 11 people across marketing analytics, demand generation, paid media, web, finance, and regional field marketing. The CMO wants a final recommendation in 4 weeks so budget can be locked before the quarter starts.
The VP of Demand Generation wants to maximize sourced pipeline this quarter, even if measurement is imperfect. The CFO wants tighter ROI proof and is pushing to cut underperforming programs. Regional Marketing leads want budget protected for EMEA and APJ events, while the Product Marketing lead wants more spend behind Databricks SQL messaging. The RevOps leader insists the plan align with attribution logic already implemented in Databricks dashboards.
You have a fixed incremental budget of $1.2M for Q3 and can fund at most 5 of 9 proposed initiatives. The initiatives include paid search expansion, LinkedIn ABM, a virtual summit, 3 in-person field events, lifecycle email nurture, website conversion optimization, partner co-marketing, and a content syndication test. Historical performance data exists in Databricks SQL and dashboards, but 2 initiatives have limited prior data and one major campaign changed targeting mid-quarter. Creative resources are capped at 2 designers and 1 web producer, and no new headcount will be approved.