Driving Marketing Automation Success Throughout the Enterprise
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Transcript of Driving Marketing Automation Success Throughout the Enterprise
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Driving Marketing Automation Success Throughout the Enterprise
March 27, 2014
Shyna ZhangSr. Product Marketing Manager
Tim KirbySr. Solutions Consultant
Allison DryerSr. Solutions Consultant
Jim DrakeSr. Director, Enterprise Solution Consulting
Page 3© 2011 Marketo, Inc. Marketo Proprietary and Confidential© 2009 Marketo, Inc. Marketo
Proprietary and Confidential
Marketing Today: An information overload.
Page 4© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Blurriness: Is there still B2anything
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Blast Driven Marketing: It simply doesn’t work
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Real-time Marketing: Cadence is Critical
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Attribution: Marketing is not a cost center.
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Breaking Down Walls: To achieve cross functional efficiencyBreaking Down Barriers: Achieve cross-functional alignment
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Marketo: MARKETING FIRST
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Transformational Marketing Alignment, Methodology, and Tools
*Source: Marketing Leadership Council
Alignment Methodology Tools
50% 30% 20%
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
50% 30% 20%
Principles of a Successful Marketing Organization
Content Machine: Ensure scale, quality, and timeliness
Agile: Dynamic, able react to external factors quickly
Culture of Analytics & Testing: Measure, fail quickly, and scale
Embrace Technology: Demand center must absorb technology, create best practices, role of the Chief Marketing Strategist
in·no·vate
A flexible, collaborative, and consultative assessment involving Marketo’s 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 Confidential
MethodologyHow we conduct INNOVATE
Discovery: 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. We’ll agree to a join execution plan for moving forward.
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Once the scores are entered into the Marketing Maturity Assessment, we’re able to view a quadrant analysis looking at each of the four categories.
Results Viewing the Full Picture
Strategy
Alignment
Funnel
Measurement
Quadrant Value: 20
Sophistication Level
Team
Alig
nmen
t
Quadrant Value: 10
Quadrant Value: 15
Quadrant Value: 5
Scored Sections1. Sales & Marketing Strategy2. Cross Functional Alignment3. Sales & Marketing Funnel 4. Measurement & Reporting
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Each 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 1. Traditional Marketing 2. Marketing Automation3. Integrated Sales & Marketing4. Revenue Performance Management
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
GE CapitalINNOVATE Outcome
Identified 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 SLA’s• Improved integrated campaign strategy & process• Marketing Automation blueprint for adoption and long term success
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Takeaways & Q&A
• Transformational 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 today
Thank you! [email protected]