Marketing automation program update
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The document provides an update on a marketing automation project for North America. It outlines the roles and responsibilities of various teams involved in the project including executive sponsors, marketing leads, digital marketing leads, and sales operations leads. It also describes the goals of implementing a closed-loop process to convert more leads into customers. Finally, it lists various CRM solutions, tools, and resources that will be used to support the marketing automation environment and closed-loop process.
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Marketing automation program update
- 1. Marketing Automation Project Update North America Marketing & Communications Team
- 2. In collaboration with 2 Marketing Automation Team Roles and Responsibilities (AM) Role Responsibilities Owner Executive Sponsor Based on priorities within the business, provides guidance to the team, around target audience, content synthesis, and program timelines John Manos, Joe Golden, Randy Cozzens Marketing SPOC Responsible for Campaign planning, Content Creation, BU/Sales alignment Serves as the single point of contact for the BU Responsible for the Closed Loop Process (CLP) between Marketing and Sales as it relates to Sales Accepted Leads (SAL) Rick Vargas CRM/Marketing Automation Program Lead Oversees SPADE Marketing, SFDC, Marketo, and the Data Warehouse Sets scope, strategy and direction of our marketing automation environment based on input from internal stake holders Responsible for the Closed Loop Process (CLP) between Marketing and Sales as it relates to Sales Accepted Leads (SAL) Rick Vargas Digital Marketing/Marke ting Automation Lead Develops Digital Marketing Programs Sets scope, strategy and direction of our marketing automation environment based on input from internal stake holders Dan Stevens Sales Operations Oversees SPADE Sales Responsible for the Closed Loop Process (CLP) between Marketing and Sales as it relates to Sales Accepted Leads (SAL) Aligns with Cheryl Fritsch- Middleton, Jana Wilson SPADE Marketing Support Ensures Sales Accepted Leads (SAL) are entered to SPADE MCOS
- 3. In collaboration with 3 Our Fully Integrated Marketing Automation Environment enhances how we go to market and improves the quality of the leads we generate for sales Data & Business Intelligence Sales Force Automation Marketing Automation Contact s Engaged Formalizing Agreement MQL SQL Opportunity Proposing Finalizin g Solution Winning Strateg y Marketing Led Sales Led
- 4. In collaboration with 4 How will this help expand our footprint with existing and new accounts? Finance Subsidiary IT Procure Subsidiary Parent Finance IT Procure We may have booked business within the IT department of an account, but we don’t have solid relationships in finance or procurement. Competitive intelligence has not been centrally organized which in turn limits our ability to react to conditions happening across the family tree of our accounts In this example, a competitor just won business at a family member of one of our accounts We’ve struggled in the past to accelerate and expand relationships across the family trees of our accounts In this example, we booked a project with a subsidiary whose parent we should pursue for Applications Outsourcing List churn is a big challenge and can have an adverse effect on sales and marketing efficiencies. The average rate of annual churn hovers around 20 to 30 percent for most companies. Challenge:
- 5. In collaboration with 5 How will this help expand our footprint with existing and new accounts? Subsidiary Finance IT Procure Parent Subsidiary Finance IT ProcureFoster better collaboration among internal teams to help close the loop between sales and marketing Extend our outreach capabilities and reach into our target audience to help improve client intimacy Increase pipeline and bookings within our top priority accounts by leveraging intelligence across the entire corporate family tree Solution:
- 6. In collaboration with 6 Our Goal: Convert More Leads Into Customers We will accomplish this using a closed-loop process by: 1. Executing sector-based marketing programs 2. Targeting the right contacts, with the right content at the right time 3. Enhancing our processes with proven lead scoring, lead nurturing and lead monitoring techniques Prior Sales FocusThe B2B Lead Development gap Issue 1: Marketing handed off leads too early. Unqualified leads wasted sales’ time. Issue 3: Sales cherry picked leads, letting longer-time-frame leads leak out. Issue 2: Marketing spent more to recapture lost leads. KNOWN Our Closed-Loop Process will Close the Gap in The Middle of the Funnel ENGAGED MQL MQL: Marketing Qualified Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead SAL SQL OPPORTUNITY (3-7) WON 1 3 2 1 2 3 Prior Marketing Focus House Database 3rd Party Sources Website Visitors Teleprospecting Sponsorships Etc… Events/Booth Visits
- 7. In collaboration with 7 Marketing Automation Project Time-Line Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Marketo MLM & Sales Insight List Services Corp. (Data Warehouse) Training Develop training materials for sales and marketing teams Plan Build Test Phase 1 Test Run Phase 1 Plan Phase 2 Run
- 8. In collaboration with 8 CRM Solutions / Tools / Resources CRM environment for pre-Stage 3 actitvities We use 2 D&B solutions- Selectory & Hoovers Selectory is used to maintain the data quality of the accounts stored in Salesforce.com. Hoovers is used to research a DUNS and pull company and contact profiles. Julie B and Rick V have access to both Selectory and Hoovers OneSource & iSell are solutions that are integrated with Salesforce.com that allows users to research company & executive profiles, news, industry reports, market research, and add in contacts not currently on file in Salesforce.com. This is self serve and all users in Salesforce.com have access to this service. Marketo is the email marketing automation solution that we use to run our email marketing programs. Reports can be generated out of Marketo or out of Salesforce.com. The solution is integrated with Salesforce.com which allows us to provide a 360 degree view against digital interactions happening at an account at the contact level. List Services houses our entire sales and marketing database in SmartFocus. Data hygiene happens here. They are also managing our prospecting database programs which consists of those individuals who we have not engaged with yet and are not in our database today. Data.com (formerly Jigsaw) is a comprehensive B2B database that provides access to highly accurate and 100% complete B2B contacts, continuously sourced, validated, and updated by a 2-million member cloud-based community.(Crowd Sourcing). Data.com will help us communicate more effectively using insights—from sources such as social feeds and demographics—from their growing list of innovative data partners.
- 9. In collaboration with 9 CRM Solutions / Tools / Resources OnTarget is our inside sales supplier responsible for generating qualified leads for sales IDC provides us with contract information in the consulting and outsourcing space. Each time a deal is announced via a press release, IDC captures that data in their database. IDC now carries DUNS on their file which enables the CRM MA team to track contracts at the accounts in our database. We typically use IDC to track contract expirations. Salesquest, owned by Seligence, are the publishers of the Crush Reports. Crush Reports are available on the Fortune 1000. These reports take a deeper dive into the inner workings and operations of a business. Seligence compile public record data and they also conduct interviews with key executives in the business to build these reports. The reports take up to 2 weeks to develop. These reports can be used by sales to uncover needs and/or areas of a companies business where Capgemini can have a positive impact. Marketing also compiles the email addresses contained in each report purchased. These reports cost $500/ report