Summary Responsibilities ! Responsible for all marketing activities including directing external resources and incorporating partner participation / integration. ! Scope includes strategy, execution, demand generation, measurement and awareness. ! Specific duties center on message development, advertising, press and analyst relations, collateral development, trade show selection and execution, direct mail, teleprospecting, e-mail and web strategy. ! Manage annual marketing budget in excess of $2.5M Results ! Developed integrated campaigns to deliver 50% of leads, increasing volume by 40% over 7 quarters ! Consistently achieved >60% conversion from MQLs to SQLs — representing $356 million in pipe annually ! Reduced cost-per-lead by 35% over a two-year period ! Moved from “Niche Player” to “Visionary” in the Gartner Magic Quadrant for Supply Chain Planning ! Won APICS magazine’s 2002 Ad Q Award for Outstanding Advertising (achieved highest readership response) ! Garnered two 2003 Gold Key awards from the Business Marketing Association Senior marketing professional with proven track record of building departments and programs with measurable ROI in terms of closed deals. Routinely managed 7-10 direct reports as well as 6+ contractors and numerous vendors.
Transcript
Summary
Responsibilities! Responsible for all marketing activities
including directing external resourcesand incorporating partner participation/ integration.
! Scope includes strategy, execution,demand generation, measurement andawareness.
! Specific duties center on messagedevelopment, advertising, press andanalyst relations, collateraldevelopment, trade show selection andexecution, direct mail, teleprospecting,e-mail and web strategy.
! Manage annual marketing budget inexcess of $2.5M
Results! Developed integrated campaigns to
deliver 50% of leads, increasingvolume by 40% over 7 quarters
! Consistently achieved >60%conversion from MQLs to SQLs —representing $356 million in pipeannually
! Reduced cost-per-lead by 35% over atwo-year period
! Moved from “Niche Player” to“Visionary” in the Gartner MagicQuadrant for Supply Chain Planning
! Won APICS magazine’s 2002 Ad QAward for Outstanding Advertising(achieved highest readership response)
! Garnered two 2003 Gold Key awardsfrom the Business MarketingAssociation
Senior marketing professional with proven track record of buildingdepartments and programs with measurable ROI in terms of closed
deals. Routinely managed 7-10 direct reports as well as 6+contractors and numerous vendors.
Work Samples
ABRACADABRA" 2002 Flat Multi-Drop
& Dimensional DirectMail to Prospects
" 33% Response Rate" $25 Cost per
Responder (fullyloaded)
" 50 MQLs" $1,813 Cost per MQL
Work Samples
INSPIRATION" 2002 Multi-Phase
Direct Mail toInstalled Base
" 37% ResponseRate
" $31 Cost perResponder (fullyloaded)
" 65 MQLs" $1,488 Cost per
MQL" Business
MarketingAssociation’s 2003Gold Key Award
Work Samples
ROBOT" 2003 Flat Direct Mail
to Prospects" 3% Response Rate" $175 Cost per
Responder (fullyloaded)
" 147 MQLs" $1,500 Cost per MQL" Business Marketing
Association’s 2003Gold Key Award
Work Samples
SHORTAGES" 2003 Direct Mail to Prospects" 2 Versions with Targeted
Messages:" Consumer" Industrial
" “Tactile” Packaging" 6% Preliminary Response
Rate" 13.4% Preliminary
Conversion Rate: Responderto MQL
" Mail file modeled against 1-to 4-month DM Respondersand Corresponding QualifiedLeads
" Variables used for list buildinclude:
" Title" Department / Job Function" Seniority" SIC" Industry Segment
" Region" State" SCF" List Source" Multi-List Source Status
Work Samples
Transition Ad – FY02 Launch Ad – FY03New Brand Ad – FY03
Winner of the APICS magazine2002 Ad Q Award for
Outstanding Advertising
Work Samples
Integrated Campaign Sample / SCM 9.0 LaunchDEMAND GENERATONLaunch Party (Invitation)Sessions at Quest Global (Schedule)SCM Telebriefing Series (total of 6)
3 co-authored white papersPush e-mailTelemarketingOnline Advertising
6 Web SeminarsPush e-mailsPostcardsTelemarketing
3 Direct Mail Campaigns2 Teleprospecting Campaigns4 Micro Web Sites
COLLATERAL8 Process Briefs4 White Papers
ADVERTISINGPrint Ad in 8 publications6 Case Study inserts
ANALYST RELATIONSNational Road ShowInternational Road Show
PUBLIC RELATIONSMessage Development9 Press Releases50 Articles in 32 Publications (90% of the top supply chain books)
Work Samples
SCM Telebriefing Campaign" Series of six events" Supported with direct e-mail" 90 minutes in length" 3 industries (2 events each)
" Industrial Manufacturers" Deloitte & Touche
" Wholesale Distributors" IBM
" Consumer Segments" Accenture
" Feature three speakers" AMR Research, Inc.
" The value of SCM" Industry Partner (see above)
" Vertical pains" J.D. Edwards
" Product fit" 70 registrants per event" 50% conversion to attendees" 3% lead rate" $2,250 CPL
Work Samples
SCM 9.0 Launch TeleProspecting Campaign" Training of partner firm on new messaging took 1.5 days
" Campaign launched on July 7, 2003" Campaign expected to wrap on November 24, 2003" Variables used for list build include:
" Title" Department / Job Function" Seniority" SIC" Industry Segment
" Contributors to campaign included:" 1 Hardware Partner" 1 Services Partner" Technology Foundation" 2 separate Verticals
" As of October 27, 2003:" Campaign is 74% complete" 96% of MQL goal has been achieved" Campaign on track to exceed MQL and CPL goals by 30%" Campaign has generated the second highest conversion rate to SQL (behind DM)" Campaign has generated the highest estimated average deal size
" Region" State" SCF" List Source" Multi-List Source Status
Work Samples
SCM Micro Web Site -- www.peoplesoft.com/goto/scm_micro
DEMAND GENERATON“Call to Action” for
direct response adsdirect marketing
Landing Page capturesVisitor InfoUnique VisitorsReferring URL# of DownloadsTime SpentPages Viewedetc.
Telemarketing follow-up
COLLATERAL7 Process Briefs23 White Papers9 Self-running Demos11 Enhancement Docs5 Pre-recorded WebinarsCustomer Case Studies
