Driving Marketing Automation Success Throughout the Enterprise March 27, 2014 2013 Marketo, Inc. Marketo Proprietary and Confidential Page # 2013 Marketo, Inc. 1Shyna ZhangSr. Product Marketing ManagerTim KirbySr. Solutions Consultant
Allison DryerSr. Solutions Consultant
Jim DrakeSr. Director, Enterprise Solution ConsultingPage # 2011 Marketo, Inc. Marketo Proprietary and ConfidentialShyna Intro2 2009 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Today: An information overload. Page # 2011 Marketo, Inc. Marketo Proprietary and ConfidentialThis is the new world we live in as marketersThe people we are trying to reach are living across multiple channels online & offlineThere are more and more messages bombarding them everyday. The average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4Many marketers have responded by just trying to yell louder than the other guys. That wont work.As a result, most consumers are just tuning everything out.What should we be doing? What are the New Rules for success in this world?...
Blurriness: Is there still B2anythingPage # 2011 Marketo, Inc. Marketo Proprietary and Confidential
Blast Driven Marketing: It simply doesnt workPage # 2011 Marketo, Inc. Marketo Proprietary and ConfidentialTraditionally, marketers have blasted messages, hoping they resonate with a few targets amongst the crowd. We call this batch and blast.5
Real-time Marketing: Cadence is Critical Page # 2011 Marketo, Inc. Marketo Proprietary and ConfidentialRelevancy is not longer about content alone. Marketers must focus on cadence.
Media never leaves the consumers pocket. Messages can be received any place, any time, anywhere.
Real-time, action driven messaging is the key factor in delivering cadence conscious messaging.
Attribution: Marketing is not a cost center. Page # 2011 Marketo, Inc. Marketo Proprietary and ConfidentialTraditionally, marketers have blasted messages, hoping they resonate with a few targets amongst the crowd. We call this batch and blast.7Breaking Down Walls: To achieve cross functional efficiency
Breaking Down Barriers: Achieve cross-functional alignmentPage # 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo: MARKETING FIRSTPage # 2011 Marketo, Inc. Marketo Proprietary and ConfidentialTransformational Marketing Alignment, Methodology, and Tools *Source: Marketing Leadership CouncilAlignment MethodologyTools50%30%20% 2014 Marketo, Inc.Marketo Proprietary and ConfidentialOUR POV about organization
1050%30%20%Principles of a Successful Marketing Organization
2014 Marketo, Inc.Marketo Proprietary and ConfidentialEconomic friction is generated by the need to divide the total budget granted by senior management to support Sales and Marketing. In fact, the sales force is apt to criticize how Marketing spends money on three of the four Pspricing, promotion, and product. Take pricing. The marketing group is under pressure to achieve revenue goals and wants the sales force to sell the price as opposed to selling through price. The salespeople usually favor lower prices because they can sell the product more easily and because low prices give them more room to negotiate. In addition, there are organizational tensions around pricing decisions. While Marketing is responsible for setting suggested retail or list prices and establishing promotional pricing, Sales has the final say over transactional pricing. When special low pricing is required, Marketing frequently has no input. The vice president of sales goes directly to the CFO. This does not make the marketing group happy.
Cultural conflict between Sales and Marketing is, if anything, even more entrenched than the economic conflict. This is true in part because the two functions attract different types of people who spend their time in very different ways. Marketers, who until recently had more formal education than salespeople, are highly analytical, data oriented, and project focused. Theyre all about building competitive advantage for the future. They judge their projects performance with a cold eye, and theyre ruthless with a failed initiative. However, that performance focus doesnt always look like action to their colleagues in Sales because it all happens behind a desk rather than out in the field. Salespeople, in contrast, spend their time talking to existing and potential customers. Theyre skilled relationship builders; theyre not only savvy about customers willingness to buy but also attuned to which product features will fly and which will die. They want to keep moving. Theyre used to rejection, and it doesnt depress them. They live for closing a sale. Its hardly surprising that these two groups of people find it difficult to work well together.11innovateA flexible, collaborative, and consultative assessment involving Marketos Digital Strategy Consultants and your cross functional teams.
Assessments evaluate your sales & marketing strategy, cross functional alignment, sales & marketing funnel, and measurement & reportsto deliver strategic recommendations and plans for improvement. INNOVATE 2014 Marketo, Inc.Marketo Proprietary and ConfidentialMethodologyHow we conduct INNOVATEDiscovery: The INNOVATE engagement starts with our proprietary Marketing Maturity Assessment. This gives us a baseline understanding of where you are today.Recommend: The output from the assessment if a detailed set of marketing automation (and process) recommendations.
Resolve: Lastly, a plan will be presented to your team to cover the details of implementing your project. Well agree to a join execution plan for moving forward.
2014 Marketo, Inc.Marketo Proprietary and ConfidentialOnce the scores are entered into the Marketing Maturity Assessment, were able to view a quadrant analysis looking at each of the four categories. Results Viewing the Full Picture
Scored SectionsSales & Marketing StrategyCross Functional AlignmentSales & Marketing Funnel Measurement & Reporting 2014 Marketo, Inc.Marketo Proprietary and ConfidentialEach quadrant on the assessment comes with a value. That value is then used to compute a total Marketing Maturity Assessment score. This score is applied to a maturity curve and is used for recommendations Results Viewing the Full Picture Maturity Categories Traditional Marketing Marketing AutomationIntegrated Sales & MarketingRevenue Performance Management
2014 Marketo, Inc.Marketo Proprietary and ConfidentialGE CapitalINNOVATE OutcomeIdentified the Business Problem: No closed loop reporting or success metrics on marketing activities. No alignment between sales and marketing, therefore increasing share of wallet and penetrating more of the market is a significant challenge.
Needed effective way to engage the 80% of returning customers and move them upstream.
INNOVATE Outcome: Alignment between sales and marketing around strategic goals, funnel definitions, stages and detours, KPIs and SLAsImproved integrated campaign strategy & processMarketing Automation blueprint for adoption and long term success
2014 Marketo, Inc.Marketo Proprietary and ConfidentialTakeaways & Q&ATransformational marketing is driven by tools, methodology & organizational alignment
Marketing organizations need to be agile, content focused, driven by a culture of analytics & testing, and embracive of technology
Schedule your INNOVATE assessment todayThank you! firstname.lastname@example.org
2014 Marketo, Inc.Marketo Proprietary and Confidential