Drive Marketing Automation Success - Cross-Functional Alignment

Editor's Notes

• #3: Shyna Intro
• #5: ADD IT
• #12: Shyna: Can you tell me a bit about GE’s main pain point? What’s this about a leaky funnel? Catherine: Part of HQ work with marketing teams across biz, marcom strategies, marcom communications, website, and search programs Shyna: You mentioned a lot about tremendous roadblocks to scale marketing efforts- can you expand a bit on what exactly those are? {Add Examples }
• #13: Why do I care? Marketing has changed more in the last 2 years than the last 200 – much of this is due to the fact that buying has changed. Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. But now, there is an explosion of readily available information— so much that 90% of the data in the world today has been created in the last two years alone. All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience. Given these changes in buying and marketing, one pattern emerges: your customer base is a strategic asset. It is as strategic, if not more so, than your IP, your physical plant, etc. Included in this view, is not only your existing customer base, but also the potential customers and relationships that you can develop to grow and nurture this base. You make investments (money, people, resources) to nurture and grow this base and engage them over the course of their buying cycle. You have the power and responsibility to be the architect of customer engagement across the entire customer life cycle. The sooner that you realize this is a strategic asset, the sooner you can gain an unfair advantage over your competitors to maximize the yield of that strategic asset. Marketo’s platform is focused on elevating your customer engagement: how do you grow the size of the customer portfolio, and maximize the return on the customer asset portfolio.  The powerful customer engagement platform allows you to have the ability to document and report on the performance of the asset over time, and how those investments pay back.
• #14: What is Aetna, who are their customers and what is your role?
• #15: What was the secret sauce that really made it work together? Ok so the secret sauce to making L2RM work is that we have really well thought out and articulated definitions of what each of the milestone phases of the buyer are as they progress toward a sale. Here are the milestones with definition and title. I need your help to articulate the “Fit Criteria”. Here is some additional color to help flush out the appropriate level of fit criteria. <toggle to slide 16, and then return to 15> Consider, in an ideal world… What does a MQL, SAL, SQL look like? behave like? How can we translate that into PROGRAMMATIC characteristics, since we aren’t going to have a “live conversation” with anyone, we need to be able to hunt for these characteristics in an automated way. Some possible alternatives: Geographical areas – concentric sales Named accounts – target orgs <If you represent multiple product sales, you may want to have this definition for each type, or at least have the conversation to see how much overlap exists. > Now that we have an idea of what is possible, let’s discuss your thoughts. It’s not going to be perfect right away, but it’ll be a starting point and we can refine our fit criteria over time to yield better results. <hold discussion> Now let’s talk about when something goes awry. Marketing needs to know why and what sends the deal south so let’s… Determine circumstances for initiating recycling of leads – what happens when things don’t go according to plan? – Talk about the common issues that cause a deal to stall out. Why would you reject a lead from becoming an opportunity – discuss reasons Do you have a good sense today for why someone buys from you as opposed to your competition? (discuss reasons for winning vs losing deals.) Ok that’s great information. Now lets discuss how marketing can act upon this intel to help bring in additional revenue <slide 17>
• #16: Allison Example