INC RESEARCHCustomer Success Planning: Shift to Agile Delivery
PROJECT BACKGROUNDEXECUTIVE SUMMARYCHALLENGESGLADLY SOLUTION + RESULTSSUMMARY + FINDING CLIENT FITABOUT GLADLY
PROJECT BACKGROUNDGladly was approached to assist with follow-up to a 2015 ‘Executive Reporting’ engagement with INC
C-Suite/VPs and KPI Partners leveraging Oracle Business Intelligence (OBIEE).
INC Research is a high-growth company with a fledgling Marketing Department looking to make a big
bet on Oracle Marketing Cloud to help the company continue to meet stretch sales targets.
Almost 12 months after their SmartStart, Eloqua was still being used primarily for Email Campaigns.
Minimal progress was made against their Oracle Customer Success Plan to-date, due to limited
resources, attention span and a lack of quality deliverables from Customer Plan engagement.
Internally, Eloqua was beginning to be perceived as an underperforming
application with attrition potential
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THE SERVICE We delivered prioritized (ie. business-ready) initiatives from the 12-Month
Customer Success Plan inside a six-week onsite window. This was done
in direct collaboration with the Oracle Marketing Specialists (Melissa
Mcconnell, Mili Patel) and their Guided Sessions embedded into
our Project Plan.
10/10 CLIENT SATPerfect 10/10 Client Sat
Scores on Oracle Surveys
following each of the Six
Guided Success Plan
Sessions.
+$40,000.00An additional $40K of
follow-up investment was
allocated to continue the
momentum from onsite
session and address Sprint 2
& 3 of Agile Backlog
delivered from engagement.
EXECUTIVE BUY-INExecutive Buy-In to have
Beta ‘Sales Enablement’ Roll
Out (Eloqua Engage, Visitor
Notifications) with plans to
scale globally.
THE RESULTSThe results represent a clear pivot; both in progress down the Marketing
Automation Maturity Model and in key internal perception around utility and
potential with Eloqua and related product investments.
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INCSTRATEGIC
CHALLENGES
CORPORATE CHALLENGE
INC has been experiencing rapid,
double-digit growth since 2013;
through IPO on Nov 2014 and
recently culminating in
surpassed revenue targets of
$1.6B in 2015. With the goal set
of a $2B revenue target in 2016,
INC needed continual
improvement of its Sales and
Marketing Processes.
MARKETING CHALLENGE
INC Marketing is currently
focused on building Brand
Awareness, is perceived as an
Internal Service/Fulfillment
Department and is
under-resourced with a
five-person department
supporting a company doing $2B
in annual revenue.
ORACLE/ELOQUA CHALLENGE
One year after SmartStart, Eloqua
was being heavily underutilized
and there was a strong need to
expedite INC’s progress down the
Marketing Automation Maturity
Model to show value of
application and support
Marketing and Sales objectives.
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MANAGED SERVICE OVERVIEW
The objective of “Agile Customer Plan Delivery”
was to evaluate the initiatives proposed in the
12-month Oracle Customer Success Plan and
prioritize based on:
(a) what would drive value to INC Marketing/Sales,
(b) overall business readiness (ie. what was realistic
for the business to support/deliver/adopt).
The following were key project tenants that
ultimately enabled overall success:
ORACLE COLLABORATION
Collaborative delivery with Oracle
Account Team: Best Practice “Guided
Sessions” immediately followed by
planning sessions and implementation
with all required decision
makers/stakeholders onsite/on
call to support
BRING ALL HANDS ON DECK
Accelerated, six-week timeframe with
onsite delivery and an “All Hands On
Deck and Onsite” approach.
DRIVE ENGAGEMENT
Leverage engagement as an
opportunity to establish a sense of
urgency and align other parts of the
organization around core objectives
(ie. Executive Buy-In + Participation,
Sales Alignment +
Participation).
6 WEEK AGILE ORACLE SUCCESS PLAN DELIVERYDeliver under a six-week timeline with a clear plan to deploy simple, foundational value immediately, and build agile,
iterative complexity over time.
12 MONTH STANDARD SUCCESS PLAN DELIVERY
FASTER TIME TO VALUE...“The challenge with the standard 12-Month Oracle Customer Success Plan is that it doesn’t necessarily stage Customers
for success. There is great content, but it tends to be generalist unless an expert shapes the conversation based on an
understanding of the concepts, Customer business model, key priorities and operational realities. Many Customers
don’t have the in-house resources required to translate Guided Sessions into outputs that drive business value.Spread
out over 12 months, the positive change momentum and related perception get eroded.”
-Ryan Abreo
JAN MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER
Lead Nurturing
Eloqua Markie Submission Planning
Project Management
Change Management and Communication Plan
Lead Scoring Lead Management Sales Enablement
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6
ELQ Audit & Project Stand Up
Eloqua Markie Submission Planning
Project Management
Change Management and Communication Plan
Lead ManagementLead Nurturing
Lead Scoring
Sales Enablement
VS
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CUSTOM LEAD NURTURING5 DAY GO LIVEBased on new assets from upcoming website launch planned, built
and deployed a Lead Nurturing Program:
3 Main INC Forms
7 Sections of Customization that pivot on
15 Substitution Rules based on stated Therapeutic Interest
rolled out across
CUSTOM LEAD SCORING5 DAY GO LIVEDeep analysis of Historical Opportunity Data in Salesforce created
foundation of Lead Scoring Criteria.
Profile Fit based on fields have high accuracy and completeness
in SFDC that supported Sales Buy-In.
Behavioral Fit looked at Contacts associated with Closed/Won
Opps in last six months to define “High Value Behavior”
CUSTOM LEAD MANAGEMENT5 DAY GO LIVEA half-day white boarding session with Sales helped identify what was
currently broken in their integrated Sales and Marketing Pipeline.
These discussions drove Integration Enhancements that:
Reduced manual SFDC Admin efforts to triage and assign leads
Created a process for reassignment of Leads that were going stale
Improved Understanding of Lead Qualification Criteria.
A HIGHERQUALITY OF DELIVERABLEBy taking an onsite, “all hands
on deck” approach, discussions
and deliverables are specifically
aligned to INC’s business
model, language, sales process
and key reporting
metrics/targets. This means
assets are active/functional and
driving value by the end of the
engagement.
The standard process tends to
be more generalist and does
not deliver highly custom,
short-term, “production-ready”
assets.
SUMMARY OF RESULTS
Gladly enabled strong
turnaround in Client Sat on
perception of Eloqua and
value of working with Oracle
Account Team
A perfect 10/10 Survey
Score was assessed by INC
for all six of the Oracle
Guided Sessions included
as part of this engagement.
Gladly helped rationalize a
follow-up spend of $40K+ in
2016 on Eloqua Services
and Product to go deeper
within the application.
Detailed planning of July -
December 2016 Eloqua
Backlog expediting
progress down the
Marketing Automation
Maturity Model.
Gladly stages an Eloqua ‘Sales
Enablement’ initiative that was
flagged for Global Roll-Out
Executive buy-in for “Guiding
Coalition” of two ADM
(Account Development
Managers) and two-three BD
(Business Development
Reps) to beta test Eloqua
“Sales Enablement” for use
case refinement and
view to scale to entire
organization.
10/10 40K BUY IN
FINDING CLIENT FITClients you work with may be a good fit for this service including:
ONE TWO THREEEloqua deployed but under utilized
with client frustration and potential
attrition risk
Stalled with progress through Oracle
Customer Success Plan or struggling
with Internal buy-in
Budget and Motivation to be
“Best-in-Class” but need a Strategic
Expert to support elevating the
quality of Customer Success Plan
Deliverables
Gladly differentiates by filling a strategic gap in the
consulting market. Many agencies divide their most
strategic resources between supporting Sales and/or
sparsely across their highest revenue accounts. They
achieve their revenue goals by selling tactical resources
into an account, rather than always doing what is
strategically in their client’s best interest.
Gladly only supplies strategic resources with 8+ years
experience in Marketing Automation and CRM. We
work with existing client teams, external partner teams
or can supply tactical resources. Our value proposition
is to provide strategic resources that support Executive
Alignment and ultimately assure client success.
We work with front-line employees and senior
executives alike, however the strategic nature of our
value proposition requires Executive alignment as a
prerequisite to our engagement. We want to actually
move the needle, not just bloat retainers with billable
hours. Experience has taught us we need Executive
vision, collaboration and prioritization to stage us for
success.