The CMO Imperative - Data Driven Results

CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.

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The CMO Imperative| Data Driven Results

CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.2

Housekeeping

• VOIP is enabled, however if you cannot hear please use web meeting dial in details

• phone lines are muted

• presentation is approximately 50 Minutes

• use the questions feature to submit questions

• all questions will be addressed at the end of presentation


Peter ChaseExecutive Vice President and FounderScribe Software @[email protected]


Brendan PetersonISV Technical EvangelistScribe Software @[email protected]


SPARK Series for Marketing Automation

• Welcome!

• Educational, not product focused

• Next Up:

- “Graduating from Email Marketing” by Marketo

- “The Cost of Dirty Data” by ReachForce

• Registration link in follow up email- See full list at scribesoft.com/webinars

4


Scribe Overview

• Pacesetting Capabilities- We bring customer data anywhere it’s needed- Leadership in major customer application markets – MS Dynamics, Salesforce.com- Partner-Centric Go To Market; it’s in our DNA- Extensive ISV network – ExactTarget, Marketo, Silverpop, On24, znode

• Key Offerings- Scribe Online Platform

- Scribe Online Replication Services, Integration Services- Scribe Insight

• Established Global Company- Headquarters; Manchester, NH USA- EMEA office: Den Haag, Netherlands

• Awards- 2012 SIIA Codie Award Winner- AlwaysOnDemand Global 250 Award Winner


Financial Services

Education and Public

SectorManufacturin

g

Sports, Media & EntertainmentServices

Representative Customers

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Scribe Believes…

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Customer Data Fuels Everything.

Anywhere, Now.

Easy Matters.

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Today’s Presentation

• the changing landscape

• data driven marketing strategies

• data driven marketing in action

• wrap up


Marketing Automation is Hot

Marketing automation will lead CRM application segment growth with a 10.7% compound annual growth (CAGR) through 2016, reaching a total market value of $4.6B.

Gartner, 2013


Data is King

4.5The hours per week the average employee spends tracking down information they need to do their job.1

15%The percent of businesses that have fully integrated their customer-facing systems3

70%The percent of businesses that plan to spend more on data-related marketing initiatives in 20132

$14BThe size of the CRM market in 2013 according to Gartner, December 2012.4

55%The percentage of businesses that consider data integration to be a critical component of their information management strategy according to Ventana Research

1 Data Growth and Protection Survey, March 2012, Symform & StorageCraft2 Infogroup, January 20133State of Data Integration Survey, Scribe Software, March 20124CRM Revenue Forecast, Worldwide 2009 – 2016, Gartner, Dec 2012


Data is King

CMOs in outperforming organizations invest more effort in integrating and using data to foster customer relationships.

How Customer Data is Used:• Segmentation/targeting [67%]• Pre-sale product education

[56%]• Needs-based content [54%]• Delivering offers to buy [58%]

From Stretched to StrengthenedIBM Institute for Business Value Global CMO Study


Integrated Marketing Delivers Results

38% Higher Lead Conversion with IMA

Source: 2011 Lead Generation Marketing ROI Study, The Lenskold Group

About This Report

More than 920 technical professionals, business leaders, systems integrators, VARs and partners participated in “The State of Customer Data Integration 2013” report, over 200% increase in participation compared 2012 (n =300).

2013 respondents came from a cross-section of industries and from more than 50 countries, representing all regions of the world. Various company sizes and levels of core business systems adoption and usage were represented. Respondents were comprised of C-level executives as well as business analysts and IT professionals, who manage and support systems implementation and data integration function within their organizations.

Survey Respondents Total Respondents by Region

n=92114

State of Business Systems Integration• Consensus on the Importance of Systems Integration:

• Highest importance on CRM and BI integration reported by 74% of business• CRM and Customer Support Systems by 73% • CRM and Marketing Automation by 71%• CRM and ERP by 69% of respondents

• Low Levels of Full System Integration: • Only 16% of the businesses report full integration among their various business systems

compared to 15% in 2012• Partial integration still the norm, with 10% of enterprises reporting complete lack of

integration among systems • Rather than chasing the elusive promise of Big Data, businesses need to focus on integrating

and making smart data available – data that leads to actionable business insights to drive solid decisions across the organization

• Financial Data Still Siloed: • The lowest levels of reported between-systems integration are between CRM and ERP (13%)

and CRM and Social (10%)

• Systems Integrators Drive Higher System Integration: • Businesses who use the help of systems integrator see higher levels of systems integration

across all core business systems• The critical role of third-party systems integrators more evident when reviewing the levels of

non-integration between systems – businesses serviced by systems integrators all report some level of integration between their systems15

Levels of Integration b/n Business SystemsStrong consensus on the importance of between-systems integration, but businesses still ways to go to make such integration a reality:• The highest reported level of

system integration is between CRM and Customer Service (24%); CRM and MA (22%); CRM and SFA (21%)

• Businesses who use the help of systems integrator see higher levels of between-systems integration across all core business systems, including connecting financial data in ERP systems with customer data in CRM systems

• Findings in line with the results from our 2012 State of Data Integration survey, pointing to the critical role systems integrators and consultants play in achieving tighter integration between business systems

n=699

Levels of Between-Systems Integration: 2013

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• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up

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Data Challenge


Why is Integrated Marketing So Elusive?

We don’t fully understand what it is

We don’t know where to start

We don’t know how to finish

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What is NOT Effective Integrated Marketing?

• Simply extending parts of your Marketing Automation platform into CRM

• Don’t cripple the best tools for the job!

• Integrating data and process across applications at every level

• Let the crazy ones solve the unified customer database / MDM problem

• Avoid death by tight coupling

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Marketing Automation

ERP

CRM

CSS

Social

Other

1

2

3

Closing the Gap

data capture| customer driven campaigns

more targeted| more personalized

data delivery| from programs to field

actionable| more effective

data aggregation| measurement

visibility| entire sales & marketing funnel






• wrap up

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1. Utilize a platform that provides for expansion and change

2. Utilize an experienced implementation partner

3. Define discreet use cases (who, what, when)

4. Define the logical data mapping (including any pre-requisites)

5. Prioritize based on business value vs. cost/complexity

6. Implement

7. Repeat for the next priority

Steps to Success

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Example

Use Case: When a customer order is processed in our ERP application for over $10,000, capture the customer and contact data and pass it to our MA system for inclusion in our weekly Elite customer program campaign.

Business Value: Increased sales to high value customers through exclusive promotions in the Elite customer program. Expected add’l annual revenue of $1 MM ($500 per Elite customer at 2,000 new Elite customers per year).

Logical Data Map:MAP #1: CAPTURE LARGE CUSTOMER ORDERS FROM ERP AND SEND TO MA FOR ELITE INVITATION Use Case(s) Supported: 1

Frequency: Every 24 hours Data Volume: up to 100 records per day Latency: 90 minutes

Source: ERP Target: Marketing Automation Object Filter Lookup Key Object Operation Lookup Key API (s)

Contacts All main billing contacts that have a related order record that was newly created and was over $10,000.

contactid (GUID) Subscriber Update or insert CustomerNumber CreateSubscriber UpdateSubscriber

Notes: The CustomerNumber which is maintained in ERP and shared with CRM needs to be stored in the subscriber record in the MA system.

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Product Demonstration

1.Capture new high value customers from Dynamics CRM and create subscribers and add them to an Elite Customer list in Silverpop for targeted communications

2.Populate important customer data from Salesforce into ExactTarget to drive highly personalized communications

3.Drive immediate and high touch follow up on hot sales opportunities by capturing interesting moments in Marketo and creating follow tasks in CRM

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Interesting moments

Elite Customers

Product purchase history

http://www.salesforce.com/


ROI on Data in Marketing is Big MoneyB2B Example

B2C Example%

Baseline New Improvement Improvement

Number of emails sent per month 10,000,000 10,000,000

Email open rate 10.0% 10.5% 0.5% 5%

Monthly open volume 1,000,000 1,050,000 50,000

Conversion rate 20.0% 20.5% 0.5% 2%

Average sales price 100.00$ 100.00$

Email driven revenue per month 20,000,000$ 21,525,000$ 1,525,000$ 8%

%Baseline New Improvement Improvement

Number of emails sent per month 50,000 50,000

Email open rate 15.0% 15.5% 0.5% 3%

Monthly open volume 7,500 7,750 250

Conversion rate 5.0% 5.2% 0.2% 4%

Average sales price 20,000.00$ 20,000.00$

Email driven revenue per month 7,500,000$ 8,060,000$ 560,000$ 7%


What Next

1. Get started on it tomorrow

2. Pick off the low hanging fruit

3. Build experience and momentum

4. Tackle the more complex high value use cases

5. Achieve Effective Integrated Marketing Automation

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• wrap up

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Questions?

Peter ChaseExecutive Vice President and FounderScribe Software @[email protected]

Brendan PetersonISV Technical EvangelistScribe Software @[email protected]



Thank You

Email [email protected]

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The CMO Imperative - Data Driven Results

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