Date post: | 30-Jun-2015 |
Category: |
Marketing |
Upload: | carl-robertson |
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From Tactical to Strategic Marketing Carl Robertson
Carl Robertson
m: 33 (0)6 62 90 57 47
@carlprobertson
About me
Carl has over 18 years of experience of building award-winning brands across a variety of geographies and cultures. With experience in the residential, SME and multinational markets, his previous roles have covered product management, sales and marketing for Xerox, SITA, Equant, Orange and most recently, serving as the Chief Marketing Officer & VP Product at Colt, a $2 billion cloud and IT services company. Since 2013 as a consultant Carl has been helping customers drive their marketing transformation.
Tactical marketing
• Silo organiza@on • No marke@ng champion • Immature sales
alignment • Limited ROI metrics • Single-‐touch campaigns • Unbalanced structure &
budget • Generalist skills • Manual / data gaps
Tac/cal
Success measured by cost
30%
Earning the right to move up the value chain
Execu&ve endorsement Link to transforma&on, growth & customer
Credibility
Communicate Bring pride back to marke&ng
Clear Vision
Within marke&ng – process, tools & people Across business stakeholders (sales, IT, products)
Alignment
Marke&ng audit – rigorous aGen&on to detail Decisions driven by metrics & industry benchmarks
Metric based
Outbound & inbound marke&ng New marke&ng skills – generalists to specialists
Innova/on
Building the foundations on solid benchmarks
Marke@ng as a % of Revenue
1.3% -‐ 2.4%
Source: SiriusDecisions
% split of total budget (spend vs headcount)
60% I 40%
Sourced Sales Pipeline
30% Influenced Sales
Pipeline
70%
40% Lead Genera@on
35% Enablement
25% Awareness
Marke@ng Mix
Implementing a new marketing model
Marke@ng Opera@ons (Data)
Marke@ng Shared Services (Demand Centre) Digital & Content
Marke/ng Effec/veness
Pipeline & Revenue
Field Marke@ng
Large Enterprise
SMB
Wholesale
Product Ver@cal
Campaign Managers
Channel Enablement
Awareness & Reputa@on
Brand & Adver@sing
External Communica@ons
Customer Experience
Internal Communica@ons
Performance marketing
• Silo organiza@on • No marke@ng champion • Immature sales
alignment • Limited ROI metrics • Single-‐touch campaigns • Unbalanced structure &
budget • Generalist skills • Manual / data gaps
• Marke@ng integrated • Execu@ve representa@on • Demand funnel / lead
scoring / nurturing • Revenue dashboard • Mul@-‐touch campaigns • Content, social & mobile • Specialist skills • Marke@ng automa@on • Segmenta@on
Tac/cal
Performance
Success measured by cost Success measured by revenue contribu2on
55%
30%
Creating a common language with sales
Engaged Prospect Marke@ng Qualified (MQL)
Sales Accepted (SAL)
Sales Qualified (SQL)
Purchase
Nurturing
No lead leN behind
The number of @mes a customer will “touch” a vendor before making a
purchase
5 -‐ 21 78% Start buying process with a web search
60% Sales cycle over
before a buyer talks to a sale person
Buying process increasingly influenced by marke/ng
7 Touches to convert a cold lead into a sale
Source: SiriusDecisions & 4th annual Consumer Insights Survey
Demand Funnel
10% 44% 28%
Strengthening the revenue cycle
ATribute Value Score
Title Director or VP +12
Industry Finance, Media, Energy +10
Purchase Authority Decision Maker +15
Company Revenue > 500 million +10
Product Using solu@on +15
Timeline Iden@fied < 3 months +12
Demographic Scoring
Behavioural Scoring ATribute Score
Visit pricing page +10
Downlaod whitepaper +12
Watch demo +10
Nega@ve social media -‐4
Visit career page -‐2
50+ 24-‐50 0-‐25 0
1 2 3 4
50+ A
24-‐50 B
0-‐25 C
0 D
Inden@fying Sales Ready Leads Behaviour
Demograph
ic
“Companies that automate their lead management processes will increase conversion rates by 50%” Gartner 2013
Source: Marketo
Demonstrating the business value through revenue metrics
Metrics Automa/on
• Trusted marketing metrics are a key step to make marketing a revenue driver, not a cost center
• Focus on financial metrics; Avoid vanity & cost metrics
• Design & promote a stand-out dashboard
Source: Marketo
Strategic marketing
• Silo organiza@on • No marke@ng champion • Immature sales
alignment • Limited ROI metrics • Single-‐touch campaigns • Unbalanced structure &
budget • Generalist skills • Manual / data gaps
• Marke@ng integrated • Execu@ve representa@on • Demand funnel / lead
scoring / nurturing • Revenue dashboard • Mul@-‐touch campaigns • Content, social & mobile • Specialist skills • Marke@ng automa@on • Segmenta@on
• Company wide integra@on • Marke@ng technologist • Customer journey /
personas • Balanced scorecard • Mul@-‐touch ROI • Agile marke@ng • Predic@ve analy@cs / big
data • Market crea@on
Tac/cal
Performance Strategic
Success measured by cost Success measured by revenue contribu2on
Success measured by customer & market crea2on
15%
55%
30%
Answering strategic questions through the customer journey
Customer Journey
Who are my most valuable customers/prospects?
What is their customer Experience?
How can I make their experience exceptional?
What touchpoints most impact customer success?
Are we delivering the desired experience?
Who are the different decision makers?
What content do my customer value
How do we differentiate ourselves
What skills do we need to be effective?
How to improve productivity?
Aligning the demand funnel & customer journey
Engaged Prospect Marke@ng Qualified (MQL)
Sales Accepted (SAL)
Sales Qualified (SQL)
Purchase
Awareness Interest Learn Evaluate
Jus@fy Purchase
Customer Journey
Demand Funnel
Moment of truth
Mapping buyer roles to the customer journey
Demand funnel Engaged Prospect Marke/ng Qualified
Sales Accepted
Sales Qualified
Purchase
Customer Journey Awareness Interest Learn Evaluate Jus/fy Purchase
Buyer Role
Technical Buyer (CIO)
Economic Buyer (FD)
Cause Buyer (IT Mgr)
Decision Maker (CEO)
Business Manager (Procurement)
Audience, Behaviours, Needs, Ques@ons,
Responses, Objec@ves, Drivers, Barriers
eBook Webinar Brochure Offers
Datasheet Case study
Welcome Pack
Realing the real power of content marketing & data analytics
Key takeaways • Be bold, resiliant & ruthless! • 72%* of change programmes fail because of mindset &
behaviour • How you communicate is more important then what you
communicate
Change Agent
• Can't be good at everything so focus • We are drowning in data – what we lack is true insight • The customer journey will drive marke@ng • Look outside, there are some great resources
Beware the Hype
Source: McKinsey Quarterly Performance Transforma@on Survey
• Focus on business objec@ves & financials • Know the impact of each marke@ng investment • Repor@ng is less important than decisions that improve
ROI
Focus on the Numbers
Thank You