Download - What is Marketing Automation
Barbara Angius Saxby
5/18/10
What is Marketing Automatio
n?
Meet our SpeakerBarbara Angius SaxbyFounder & Managing Director,Accelent Consulting
• Senior executive with nearly 25 years experience in strategic marketing, management and international business development
• Focus on process alignment and automation, executive management, marketing and sales operations
• Domain expertise in CRM, BI, ERP, EMM and SCM including SaaS applications and a range of infrastructure technologies
• Trusted partner of both Eloqua and Echo Lane hiSoft
Marketing Automation – The Basics
1. What is Marketing Automation?2. Who Should Care?3. What are the Key Functions?4. What is Campaign Management?5. What is Lead Management?6. How Does it Improve Operations?7. What are the Business Benefits?8. Why Be “In The Cloud”?9. What is the Impact on IT?10. What are Best Practices?
The Universal Problem
Systematic
Repeatable
Predictable
1. What is Marketing Automation?
LeadTaxonomy
CampaignExecution
TargetMarketing
Handoffs Service-LevelAgreements
Lead FlowProcess
Technology ServicePartners Metrics
Source: SiriusDecisions
5
Adaptable, situational application principles and technology
coupled with next-generation best practices that better facilitate and support buying and sales cycles
from cold to close
Requires Sales and Marketing Collaboration
2. Who Should Care?
Marketing
Company: ACME CEO
Chief Marketing Officer
Vice President Sales
Chief Financial Officer
Chief Information
Officer
Sales Finance IT
• Marketing Operations
• Programs
• Field Marketing
• Demand Generation
• Sales Operations
• Direct Sales
• Channel Sales
• Inside Sales
• Controller
• Business Analyst
• VP Business Applications
• System Architect
• Integration Specialist
Plan and Budget Analyze Business and CustomersTarget Customer Segments
Plan and Execute Campaigns and EventsTrack Results from Offer to-Order
View Program Spend and Performance
3. What are the Key Functions?
4. What is Campaign Management?
Executing & automating a program Targeting specific prospects Repetitive touch –mindshare Brand building and lead nurturing Capturing behavior and preferences
Automating Campaign Management
5. What is Lead Management?
Move a “name” to a prospect Pre-qualify to “lead” through scoring Elevate high priority leads to sales Provide rich behavior-based insight Track progression through the pipeline
Lead Management in CRM
6. How Does it Improve Operations?
Aligns marketing and sales Increases predictability of sales cycle More accurate pipeline forecasts More effective program metrics Improved reporting and analytics
Campaign Metrics
Performance Metrics
Executive Dashboard
7. What are the Business Benefits?
Efficiency Visibility Productivity Flexibility Communications
8. Why Be In the Cloud?
Apps On Demand Rapid Deployment Reduce costs Reduce risk Improve user adoption Increased flexibility
Cloud
9. What is the Impact on IT?
System alignment Integration Global adoption Streamline analytics Manage IT spend
10. What are Best Practices?
Organizational alignment Agree on business goals Align database strategies System expectations
and priorities Simplify workflows Short-measurable milestones Executive-level sponsorship
Contact Info
Strategic Marketing, Sales, and Process Alignment
Barbara Angius Saxby [email protected] 415-459-0529
