assurance marketing journey mapping and customer engagement · journey mapping and customer...
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SAI GlobalAssurance – MarketingJourney Mapping and Customer Engagement
Glenn Cooksley – Director Marketing & Innovation
May 2019
Our Solution Portfolio
Auditing and CertificationThe adoption and certification of standards, provides a solid framework for organisations to optimise business performance and drive continual improvement.
Product CertificationDemonstrating your commitment to quality and integrity with third party validation that your product meets customer expectations and specific standard requirements.
Food SafetyTransform your operations, maximise efficiencies and minimise risks to achieve sustainable growth and continuous improvement. Achieve business excellence, trust and transparency.
Training SolutionsThe most successful organisations invest in their people and develop leaders. Build your competitive edge with the capability needed to be agile and successful.
BRC Global Standards
IFS Standards
SQF Standards
GlobalGAP Standards
Aquaculture
Stewardship council
FSSC 22000
ISO Standard
Food Standards
Key Industry Focus
QUALITY & AUDITOR
ENVIRONMENTAL MANAGEMENT
FOODSAFETY &
SUPPLY CHAIN
INFORMATIONSECURITY
BUILDING & PRODUCT CERTIFICATION
MANAGEMENT RISK AUTOMOTIVE & AEROSPACE
BUSINESS IMPROVEMENT
✇HEALTH &
SAFETY
DISABILITY & HUMAN SERVICES
MEDICALDEVICES
Supporting customers globally achieve excellence
"SAI Global's auditors take the fear out of being audited and make it a pleasant and learning experience. I felt free to discuss my concerns and was rewarded with many ideas for improvement."
Brenda MenschQuality Coordinator, Aqua Process Inc.
“We have a great partnership with SAI Global.. It’s no surprise that they have received this [Gartner] recognition for they have the vision and ability to drive innovation to help organizations in highly regulated sectors”.
Linda KeanHealth & Safety Manager, Scottish Power
“SAI Global has been a long-term strategic partner. The team has been very supportive through our program transformation project and results have been very positive.”
Bernie BarberDirector Global ComplianceJohnson Controls
21,000+ accredited
certificates issued annually
Rated over 9 out to 10 by certification clients for audit experience
3rd largest provider of Food Certification in the UK
No 1 provider of Assurance Certification in Australia/NZ/SA2nd largest provider of Aerospace and 4th largest in Automotive 2nd in Forestry Certification in China
Top 3 provider for Automotive and Food Assurance Certification in North America
Over 60,000 clients globally
Over 33% of the Fortune 500 base
Provide training services to over 1m people learning
about quality
Worlds 6th largest Certification Business
120,000+ audits annually
Global Presence
29 Offices across
21 countries
Office locations
Operating regions
Brisbane
Melbourne
AdelaidePerth
Taichung
Operating in 130+ countries
Segmentation and personas
• Geo/demo segmentation• Pragmatic
• Data limitations
• Psychographic personas• Leaders
• Aspirers
• Dreamers
• Tickers
• Buying group – Decision Making Units
• Economic buyer – CFO/CEO
• The infrastructure buyer – COO/Quality Manager/CIO/Functional Managers (particularly operations)
• The user buyer – Quality Manager/Functional Managers (particularly operations)
• Influenced by scheme and psychographic personas
‘Moments of truth’ & notable points of emotion and opportunity
AIDA
Bid to win
Scheduling
Audit & Report
BillCertification
Recognition and leverage
Nurture and retain
Renewal
Managing cognitive dissonanceCertification quality ‘pathways’ for upsell
Maximising their certificationBrand, PR, enablement toolkits
Removing barriers to entry –operational excellenceReminding them of benefits
Operational excellence – Brand moment of truth
MQL – nurture based thought leadership
Expertise on show – soft skills and technical excellence
No surprisesProof!
Sales enablement – pipeline management
Lead to revenue framework (no lead left behind)
Inbound Outbound
Marketing Campaign Tool Scores Responders based on Firmographic and Behavioural Scoring
Marketing Qualified Leads (MQLs)
Responses to marketing activity captured
Marketing Qualification & Distribution
Sales Qualification of New Leads
Response & Nurturing Management
Best-in-class organisations distinguish responses vs leads which come from inbound and outbound sources via marketing automation. Marketing nurture a suspect until they demonstrate buying behaviour
1
The second phase of the process shows the qualification process at scale to ensure the leads are ready to pass to sales.• MQL’s are generated
over time using a marketing campaign tool’s scoring and grading capabilities (Adobe Campaign & Pardot)
• Hot Leads are Sales Enquires captured through the website, events or internal/external referrals
Marketing Qualification
2
Lead Stages:New, Working/Contacted, Not Ready Recycle, Qualified, Disqualified, Converted
Sales Qualification3
See new global Sales Opportunity Stages Slide 14
Opportunity Management4
Sales Recycle or Disqualify Leads
Sales Opportunity Management Opportunity Pipeline
Disqualified Lead Feedback for Marketing :• Change of Situation• Not decision maker or
influencer• We don’t have a solution
that meets the need• We can’t provide due to
resource constraints • Existing Opportunity • Unable to contact• Competitor • Other (if rep selects other a
mandatory free text field with the reason is required)
Susp
ect
Pro
spec
tC
ust
om
er
Closed LOST
Ap
pro
pri
ate
Re
ten
tio
n p
rog
ram
me
se
lec
ted
Closed WON
Sales Opportunity Management
Sales Qualified Leads (SQLs)
Sales Enquiries Via WebsiteEvents etc. (Hot Leads)
Mar
keti
ng
Cam
pai
gn T
oo
lsSF
DC
/Co
mp
ass
Sales Convert Lead to
Opportunity
Logical Next Step for Marketing
Leads auto generated and assigned to sales reps via Compass or SFDC using automated workflows
Implicit Explicit
Logical Next Step for Marketing
Logical Next Step for Marketing
Acknowledgement: SiriusDecisions – Demand Waterfall®
Compass
Historical infrastructurePlatform and regional fragmentationmultiple instances, fragmented inconsistent processes
5 geo instances
Compass
A simplified more effective world
Campaign
Training Audit & Certification
Corp org
Global Definitions
Single globalworkflows
SLA’sLead management
MQL’s Lead scoring
40+ SF configurations to drive processes
In support of the discussion
Know your prospect and customer
Understand moments of truth and potential
emotion based interactions
Execute with the right message, media
through leveraging automation