Is your Marketing in sync with your sales?
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The document discusses the importance of aligning marketing and sales efforts in the evolving landscape where customers are significantly advanced in their buying process before engagement. It outlines strategies for enhancing customer experience and marketing impact through personalization, targeted campaigns, and collaboration tools. The document also highlights the need for effective resource management and analytics to optimize marketing performance and budget allocation.
Is your Marketing in sync with your sales?
- 1. Is your Marketing in sync with your Sales?
- 2. The marketing landscape has changed Customers are 57%through the buying process before they engage1 78%of CMOs say that marketing’s influence on corporate strategy is greater today3 82%of CMOs feel underprepared for the data explosion2 1Source: http://www.executiveboard.com/exbd/sales-service/challenger/new-decision-timeline/index.page 2Sounse: http://www-935.ibm.com/services/us/en/c-suite/csuitestudy2013/ 3 Source: ‘B2B CMOs Must Evolve Or Move On”, Forrester Research
- 3. Delivering amazing marketing experiences Customer Experience Engaging Multichannel Personal Proactive Business Impact Channel performance Pipeline contribution Conversion rate Marketing ROI Brand Experience
- 4. What’s top of mind for marketing leaders Build brand Engage 1 to 1 Demonstrate impact
- 5. Companies that leverage MRM effectively will save more than of their annual marketing budgets1 Gartner Build brand Deliver consistent, compelling experience across touch points Align branding and plan across internal and external resources Collaborate with sales to deliver a seamless customer experience 15% 1Source: http://searchcrm.techtarget.com/news/1368587/Gartner-Now-is- the-time-to-buy-marketing-resource-management-MRM-software
- 6. Engage one-to-one Organizations that nurture their leads experience a lift in lead generation ROI over those organizations that do not.1 MarketingSherpa Personalize engagement via targeted, multi-stage campaigns Deliver targeted, relevant content at the right time Connect across channels – email, digital, social, SMS and traditional 45% 1Source: http://www.marketingsherpa.com/data/public/reports/special- reports/SR-A-Tactical-Approach-to-Content-Marketing.pdf
- 7. Demonstrate impact of CMOs say that their leadership team now judges marketing successes and failures faster by using online systems and dashboards.1 Forrester Research Manage marketing operations across internal and external teams Understand marketing ROI and impact on pipeline & revenue Optimize marketing mix across segment, channel and campaign 76% 1 “B2B CMOs Must Evolve Or Move On”, Forrester Research
- 9. Microsoft Customer Engagement Solutions Personalized | Proactive | Predictive Intelligent Customer Engagement
- 12. Budgeting Plan and manage marketing budget and spend across channels Marketing calendar Align teams and plan around an integrated calendar for increased transparency and collaboration Marketing workflow Integrate extended marketing teams with automated processes and approvals Digital asset management Centrally manage digital assets with a powerful repository tied to campaigns and calendar
- 13. Campaign design Easily manage campaigns with drag & drop across email, digital, social, SMS & traditional channels Personalized engagement Deliver one-to-one engagement with segmentation & targeting based on behavior & demographics Email and SMS marketing Easily design, test & launch contextual, personalized email and SMS marketing campaigns Governance Audited double opt-in, custom privacy policies, flexible subscription centers and email governance to optimize customer experience
- 14. Lead scoring Determine sales-ready leads with flexible scoring based on behavior, demographics and time Nurture campaigns Foster prospect interest with multistage, trigger based nurture campaigns Multiple scoring models Accommodate lead generation strategies and lead scoring models by product, segment, and campaigns Lead imports Enable leads from multiple sources with APIs for import from external lists
- 16. Marketing visibility Empower sales teams with visibility into marketing calendar at individual contact and activity level Targeting input Allow sales to provide input into campaign targeting Marketing alerts Subscribe to alerts about customer behavior as part of an integrated campaign flow Sales enablement Enable sales to initiate requests for campaigns and assets with closed loop workflow and project management
- 18. Social sentiment Analyze sentiment with easy-to-read charts on the home page Social amplification Amplify campaign reach by posting directly to Facebook or Twitter Collaboration Collaborate across internal & external teams with Yammer, Skype and Lync Social curation Curate social messages to ensure compliance with brand standards
- 20. Reporting View campaign performance, financials & resource management with 120+ out-of-the-box reports Rich analytics Analyze in-depth campaign performance & marketing impact with drill-down analytics Role-based dashboards Role-based preconfigured dashboards customizable with natural language search reports Complete enterprise view Embedded PowerBI reports and analytics from sources including Dynamics CRM and any oData source
- 22. SMS inbound messaging Market smarter by integrating SMS marketing in your multichannel campaigns. Create inbound SMS campaigns with SMS keywords to get SMS opt-ins. Database building for opt-in and opt-out Maintain a database of opt-in and opt-out preferences. SMS outbound messaging Send promotional SMS messages to opted-in contacts. Track SMS campaign performance. Email marketing enhancements Engage customers with personalized multichannel campaigns. Create emails and toggle between WYIWYG and generated HTML. Use the media library directly from the HTML code. Email marketing deliverability Send high volume email with email deliverability, fault tolerance, logging and auditing services.
- 23. Sales & Marketing Collaboration Break down silos with “outside-in” view of marketing True Multichannel Marketing across email, digital, social, SMS, events, and traditional Why Microsoft Dynamics Marketing Integrated Marketing Single cloud for end-to- end marketing planning, execution and analytics Operational Excellence Budgets, financials, plans, projects, campaigns, programs, assets, vendors, workflows and approvals