20080229 - ECSiebelAnalytics

8/3/2019 20080229 - ECSiebelAnalytics

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Siebel Marketing & Analytics Case StudyJoe McCall Regional Vice President

David Gwinup Project Manager


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22

Eagle Creek Software Services

225 Siebel CR

M/Analytics

Consultants

100% Dedicated to Siebel

Largest Dedicated SiebelIntegrator

Experience in 300+ Engagements

2+ Million Hours on SiebelImplementations


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33

Agenda

Business Case

Vision & Goals Functional Capabilities

Risks & Challenges

Benefits


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Background

Global Communications Products company

$30B+ revenues3 Business Units

Siebel CRM for partner managementAlready deployed to 1 Business Unit

Oracle/Siebel Software Strategy

Corporate directive for marketing platform


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Current Situation in B2B Marketing No centralized customer database & inconsistent profile information

Limited targeted campaign & preference management capabilities

Inability for strategic communication to Customers/Prospects across the businesses and

verticals

Inefficient ability to track leads from marketing through to sales

Accountability/visibility issues for campaign/lead management (No lessons learned)

Global email opt-out and preference management capabilities are limited

Opportunities Incremental revenue opportunities derived from better targeted marketing campaigns and

personalized communications

Marketing investment dollars can be better targeted with improved capability to measure

campaign effectiveness and return on objectives/investment

Improved marketing efficiencies can be realized by standard processes and tools

Reduced liability and risk through the deployment of a global opt-out/opt-in capability

Business Case


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Single Data Repository

and Customer Insight

Goal Aligned

Planning/Budget and

Global Marketing Calendar

Segmentation and

Campaign Management

Closing The Loop and

Measuring Real Time

Return on Objectives

Lead Management Permission-based

Marketing & Personalized

Customer Experience

Have a comprehensive solution for the complete design, execution, and management of

personalized, permission-based campaigns across different channels of customer

interaction

Long Term Vision


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Establish a global process framework for database

management, campaign management, lead management andoutbound email that accommodates required regional

variations with minimal customization

Deploy a global toolset to support the above capabilities that

can be integrated with other relationship marketing tools (e.g.Partner Relationship Management, sales force automation,

etc.)

Enable the capability to measure campaign effectiveness and

return on objectives / investment

Enable the capability to globally track email opt-outs & opt-ins

Phase 1 Goals


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Marketing Planning

Marketing planning done

inconsistently across

organization

Many marketing calendars

across Mktg Comm teams,

product marketing teams, etc.at global and regional levels

Limited opportunity to leverage

each others work

Consistent marketing plans and

goals (within Phase 1 user set)

which are aligned with

executive objectives

One marketing calendar in

Siebel for global and regionalcampaigns

Ability to leverage or reuse

creative assets and templates

developed by other users

(Produce for Reuse)

Consistent marketing plans and

goals across B2B Organization

which are aligned with

executive objectives

Total view of all marketing

activities across B2Borganization

Continue to drive non-working

dollars into working dollars

Optimize allocation of

marketing dollars

Today Tomorrow Phase 1 Future Phases

Changes: Siebel CRM will allow client to design & automate targeted marketing campaigns & programs Set program and campaign goals that tie to a marketing plan Coordinate timeline & budget Share documents and templates for reuse Institutionalize key performance metrics


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Campaign & List Management

Manually compile lists

Work with Global Suppression

Tool for email opt-out

Agency executes

Drive recipients to web/micro

site, collect responses/leads via

web forms direct to agency

Store campaign response data

in various formats, at various

agencies, with varying data

Agency/marketer reports on

campaign performance

Segmentation manager assists

with lists based on marketers

requirements

Guaranteed privacy compliance

through automated tool

Send eDM from Siebel

Unified data/formats for

campaign responses

Dashboard and real-time

reporting for Phase 1 Users

Easy access to pre-existing

subscription lists (newsletters,

or previously existing

segments)

Marketing Return on Objectives

Siebel-hosted microsites using

Web Marketing

Real-time response reporting

Global Lead management tool

and process

Closed loop from lead

generation to closed sale

Marketing ROI & dashboard

across B2B marketing

organization

Leverage organizational best

practices


Changes: Marketers will deliver segment requirements to segmentation manager to obtain distribution

list Agencies can work within Siebel to upload/tweak creative for eDM (Direct Marketing) Marketers can access campaign reports via analytics tool Track and manage campaign expenses

Enable preference-based marketing


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Lead Management

Call Center manages

Campaign Responses/Leads

through legacy application

Web inquiries direct to agency

Different Lead Management

processes/tools

Direct Sales Leads exported

from legacy system and

manually loaded into SFDC

(Batch weekly job)

Inability to see status on direct

sales leads

Partners access 2 systems to

manage relationship/leads

Agency reports on call center

and lead performance

Call Center manages

Campaign Responses/Leads

within Siebel

Web forms direct to Siebel

Different Lead Management

tools, but global process

Direct sales leads exported

from Siebel and manually

loaded into Salesforce.com

(Batch weekly job)

Status of direct sales leads

exported from SFDC and

uploaded into Siebel

Partners will be accessing 1

system to manage

relationship/leads

Real-time reporting

Global Call Center manages

Campaign Response/ Leads

within Siebel

Global access to web inquiries

within Siebel

Global Lead management tool

and process

Bi-directional link with Siebel &

SFDC for direct sales leads

Closed loop with sales

Data Quality to ensure data

integrity


Changes: Global process for lead management within one tool Marketers will have visibility to leads associated to their campaigns within Siebel Common reporting tools for closed loop marketing & lead performance Visibility and accountability for direct sales leads


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Database Management & Reporting

Multiple data sources

Inconsistent customer profiles

Data mining and segmentation

impossible across organization

First step toward unified global

marketing database

Segmentation enabled for

phase 1 users

Database visibility rules toensure data security and

appropriate access across the

organization

One Global B2B Marketing

Database

Segmentation enabled across

all verticals and markets in B2B

space

Optimize database to take

advantage of cross-sell and up-

sell opportunities across B2B

organization


Changes: Single marketing data repository across business units with permission-based data visibility Marketers will work with segmentation manager to identify ideal segments Optimize campaigns through access to existing & new data through segmentation manager Ability to measure real-time return on objectives Common reporting capabilities and dashboards across B2B marketing organization


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Database Management

Start fresh: Original scope had no historical

data conversion for marketing responses

Asked to bring in contacts & accounts from prior

database consolidation project

Solutions

Working with external agency to ensure

contact data can be transferred smoothly

Historical campaign responses held by data

cleansing agency for the interim period.

Possible impact on ability to deploy

Willingness to adopt/utilize tool

Risk: Possible change in functionality

Solutions

Engaged users early & often to ensure

effective change management

Completeness and cleanliness of all data

records from legacy system

Solutions

Additional dedicated integration developers

Engaged agency to provide data cleansing

Lead Management automated capabilities

Risk: Lead Management Automation in existing system

more complex than initially stated

Solutions

Working through gaps

Some manual processes for several months after

initial deployment

Additional resources to configure basic automation

Automated capabilities planned post deployment

Project Resource Management Due to gaps and higher than expected complexity

budget for Siebel BA resources limited

Solutions

Load balance existing resources

Additional budget request for training resources

Processes inconsistent across business units

Stakeholders had difficult time agreeing on requirements

Solutions

Business process re-engineering

Compromise

Risks & Issues


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Engage the necessary parties and achieve buy-in

Cross-functional senior management direction

- Project funding and approval

Fully dedicated core CRM team- Project planning, rollout, communication

- System testing, data and application integration

- Process, reporting and dashboard, training

Frequent end-user input

- Establish recommendations for ongoing system and process improvements

Ensure a manageable project scope Three-year CRM implementation vs. Six months plan for quick-win projects

Technological limitation vs. No pre-packaged, holistic solutions

High up-front costs vs. Lower investment, greater focus

- integrating the data we already have, Call center management, Segmentation & analytics

Defining CRM initiative objectives / Project success factors

Reducing costs: automate campaign execution, automate campaign measurement,

automate lead generation, eliminate ineffective campaigns

Boosting Revenues: leverage best practices, boost marketing response rates, improve

needs identification, increase cross-sell ratio, improve customer data analysis

Improving customer experience: tailor marketing efforts, improve needs identification,

personalize Web interactions, engage customer in dialogue

Challenge #1

Defining CRM

Initiative Objectives &

Capabilities

Challenges


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Encourage CRM system use

Communicate benefits of use

Support user queries on system use

Train people on how to use the system & provide access to in-the-field super users

Ensure marketing managers utilize system throughout marketing management cycle

Create tools to facilitate job functions

Global compliance with privacy regulations

Organize around a customer centric strategy

Avoid incomplete new prospect data, inconsistent data standards

Marketing: market research, brand management, Email campaign management

Leads Management : Leads management automation, large accounts, small business,high qualified leads

Front-End IT solutions all funnel to central Siebel database

Engage key project stakeholders

Regular update meetings with representatives of all the functional teams

Establishing a process to capture feedback/concerns

Engaging representatives in the testing/training processes

Challenge #2

Aligning Key

StakeholdersBehind a Customer

Focus

Challenge #4

Supporting Decision

Making Over Time

Ensure data integrity over time

Ensure analysis supports decision making and change marketing activities in

progress to maximize marketing return on investment

Track benefits of CRM initiative over time

Challenge #3

Driving

User Adoption

Challenges


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Marketing Planning

Integrated processes and collaboration capabilities

Global view of marketing calendars

Marketing budget, plan and program goals and details,

launch schedule

Common goals and metrics for all marketing activities

Campaign Management

Coordinate campaign activities

Segment the audience and distribute personalized eDM

Leverage organizational best practices and pre-

approved templates

Optimize campaign tactics mid-stream

Store and analyze campaign response data, report

results

Lead Management

Marketing leads managed through to opportunity

Accountability and visibility for direct leads

Optimize partner lead engagement

Opportunity Management

Direct leads will tie into SalesForce.com

Partner leads managed within Siebel

Database Management/Measurements

Global compliance with privacy regulations

Single data repository with permission-based data

visibility

Ability to govern communication to contacts

Common prospect, contact and account records

across all divisions

Common reporting capabilities and dashboard

Common and consistent measurement of results

and return on marketing investment

Project Overall Capabilities/Scope, Phase 1


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Targeting determines which groups client should try to serve

Evaluating the attractiveness of each segment Selecting the most attractive segments to serve

Determine the level of resources to allocate to those segments

Finding customers and prospects in targeted segments

Positioning addresses how clients products and solutions will compete with others

in the targeted segment

Positioning identifies how a brand is viewed relative to competing brands

Defines a point of differentiation that is to be communicated

Becomes the foundation for all communications both inside and outside an organization

Products may be positioned on several dimensions

Attribute of a product; Quality of the product; Benefits delivered Use of product; Appropriate user of the product

Relative to competitors

Price charged; Availability/delivery time or place

Future Phases Targeting & Positioning


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The Application


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Web Marketing Home


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Marketing Calendar


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Campaign Scorecard


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Marketing Analytics

R


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Responses

O f


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Opportunities from Marketing Activities

S l Ali t


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Sales Alignment

Q&A


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Q&A

Date post:	07-Apr-2018
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