THE NEW FRONTIER OF THETECH MARKETING TEAM

SCOT T ALLENCMO, Microsoft UK

@ScottAllenUK

noun

trans·for·ma·tion / tran(t)s-fər-mā-shən

transformation

An act or instance of transforming or

being transformed; a marked change

in form, nature, or appearance

Multi-Channel Journeys

High Quality Scored MAQLs

360ᴏ Customer Data with Connected Insights

Connected Marketing & Sales Platforms

Long-Term Customer Relationships

Field & HQ Connected Marketing System

Buyer Driven Purchase Process

Single-Channel Tactics

Low Quality, High Volume Leads

Disconnected Customer Data

Old World Marketing Tools

‘One & Done’ Marketing

Field vs. HQ Marketing

Sales Driven Purchase ProcessD

IGIT

AL

TR

AD

ITIO

NA

L

DIGITAL TRANSFORMATIONOF MARKETING

Marketing analytics is the critical lens through which we observe, learn & evolve to provide clarity on our marketing activity

Looking back is still as important as looking forward. If we don’t learn from the past we cannot improve & if we don’t know where our customers have been we can’t predict where they’re going:

1. Reporting2. Profiling3. Measurement

Everyone is an analyst? Democratisation of data has increased ability to share information but… you still need ‘interpreters’ to identify the genuine insight

1. Campaign post mortem & learnings

2. Channel optimisation

Analytics is an infinity loop & marketers more than ever need to embrace a test & learn culture to adapt & win in this fast paced environment We must use hindsight & insight to continually evolve our customer foresight

Data! Data! Data! I can’t make bricks without clay!Sir Arthur Conan Doyle

The tools we now have make it more accessible & accurate to predict our customers future behaviour:

1. Marketing mix2. Influencer programmes3. Buying teams4. Multi touch attribution

BRINGING TOGETHER THEMARKETING TECHNOLOGY

& DATA ECOSYSTEM

BRINGING TOGETHER THEMARKETING TECHNOLOGY

& DATA ECOSYSTEM

CONNECTED SALES

AND MARKETING

The partnership between sales and

marketing is the fundamental

principle of revenue marketing

and the key to success

BRINGING TOGETHER THEMARKETING TECHNOLOGY

& DATA ECOSYSTEM

MODERN MARKETING IMPACT3 KEY AREAS

Sales enablement is

responsible for making the

sales teams and cycle more effective

Creation and nurturing

of customer demand

to generate leads

Reputation programs

seed the market for

effective demand creation

Enablement asset performance

Pipeline acceleration

Consumption & Usage

Contactability

Lead creation & quality

Marketing sourced pipeline

Sales Qualified Leads

Revenue Contribution

Creating awareness

Changing perceptions

Preference shift

Press coverage

REPUTATION DEMAND CREATIONSALES ENABLEMENT

REINVENT

YOURSELF

REINVENT

HOW YOU HIRE!

SO WHAT DOES AMODERN MARKETING

ORGANISATION NEED TO LOOK LIKE?

MODERN MARKETING IS A TEAM SPORT!

PA R T CRE AT IV EPA R T S C I E N T I S T

LEADERSHIP PRINCIPLESAND PRACTICES

GENERATE ENERGY DELIVER SUCCESSCREATE CLARITY

Inspire optimism, creativity, and growth

Create an environment where everyone does their best work

Build a team that is can be stronger tomorrow than it is today

Drive innovation that people love

Be boundary-less in seeking solutions

Tenaciously pursue the right outcomes

Synthesise the complex

Ensure shared understanding

Define a clear course of action

“DONE IS BETTER THAN PERFECT”

LEARNING & DEVELOPMENT IS KEYMODERN MARKETING UNIVERSITY

Achieve Badges Demonstrate knowledge and earn a Microsoft Modern Marketer achievement badge!

Shared Leading Practices Engage in community discussion via Yammer

Leadership Interviews Hear insights from Field, Product, Sales, & IT Leaders

Industry experts Understand industry perspectives from companies including Marketo, Sirius Decisions, Sprinklr, etc.

Analytics & Optimisation

Global Engagement Programs

Content Marketing

Digital: Owned, Paid, Earned

GlobalDemand Centre

Lead Management

Preparing all field marketers to leverage modern marketing techniques

*

LEARNING,

DEVELOPMENT

& CULTURE

MAKING SURE

YOU HAVE THE

RIGHT CULTURE

CULTURECAN MAKE OR BREAK YOU

MAKING A DIFFERENCE

WE START WITH A GROWTH MINDSET

At Microsoft, we’re focused on what matters. And what matters is people.

To us technology is a facilitator, an expeditor and enabler. Technology isn’t life, but it is life changing

We are learners, insatiably curious. We learn from each other, finding the genius in what’s been done, eager to improve upon it

We are welcomers, we are open and receptive to the ideas of others. We don’t just value differences,

we invite them in, creating an environment where we will do the best work of our lives

We are one company with one mission. We push, prod and challenge the norm –

and each other – so that united we are able to take on some of the world’s greatest challenges

We are listeners. We design, build, engineer, deliver, revise, refine and perfect

based on how our customers choose, use and love our technology

CUSTOMER OBSESSION ONE MICROSOFTDIVERSE & INCLUSIVE

BUILDING

OUR CULTURE

TOGETHER

THROUGH 5 KEY

PROGRAMMES

BRINGING OUR CULTURE TOGETHERGROWTH MINDSET

TIME

Book time out in your diary,

“GMT”

Streamline meeting

attendees

Send less email

Boost Creativity

Leadership Team Support

Collaboration Project

BRINGING OUR CULTURE TOGETHERCUSTOMER-OBSESSED

CUSTOMERFIRST

Customers into Team Town Halls

Meet more customers

Insight collation & action

Customer fact sheets /

poster

Know our customer

stories

Question your actions from a customers viewpoint

Create an environment for everyone including the introvert &extrovert

External:Show our

culture

Speakerseries

Lead from the front, middle

and back

BRINGING OUR CULTURE TOGETHERDIVERSITY & INCLUSION

DIVERSITY OFMINDSET

BRINGING OUR CULTURE TOGETHERONE MICROSOFT

Shadow opportunities

Don’t always start and end with

marketing

Team/Department awareness

Embrace our Great Place To Work Initiative

COLLABORATION

Storytelling –internally & externally

Mission 3000

Get behind 2 key charities –moments in

time

Living our Mission

Statement

Skills exchange for kids

Acting on your passions

BRINGING OUR CULTURE TOGETHERMAKE A DIFFERENCE

CMO skills coaching days with customers

ACT ON YOURPASSION

Make the boat go faster!

MAKING IT

SIMPLE AND

SUCCINCT

FOR YOUR TEAM

Our mission

Strategy

Ambitions

Leadership principles

Culture

LEADERSHIPSTARTS WITH US

THANK YOU

scott.allen@microsoft.com

@ScottAllenUK