Aligning Sales and Marketing to Improve Sales Effectiveness · Aligning Sales and Marketing to...

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Transcript of Aligning Sales and Marketing to Improve Sales Effectiveness · Aligning Sales and Marketing to...

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Aligning Sales and Marketing to Improve Sales Effectiveness Subtitle

Chris Haven Senior Director, Product Management Oracle Sales Cloud Caryn Reddick Senior Director, Product Management Oracle Marketing Cloud April 2, 2015

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Safe Harbor Statement

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

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Program Agenda

Organizational Alignment

Before You Know Your Customer

Nurturing Your Customer before (and after) the Sale

Knowledge Gives Sales the Edge

Demonstration

1

2

3

4

5

4

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Program Agenda with Highlight

Organizational Alignment

Before You Know Your Customer

Nurturing Your Customer before (and after) the Sale

Knowledge Gives Sales the Edge

Demonstration

1

2

3

4

5

5

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of enterprise marketers have no synchronized view of customer data

82%

Disparate Data Creates Marketing Complexity and Lost Sales Revenue Unable to pull together all their data, marketers fail to target the right customers.

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• Can not measure impact on revenue / ROI of marketing campaigns

• Sales presentations are not aligned with marketing messages

• Sales execution on MQL’s is inconsistent depending on territory, account knowledge or reps’ quota attainment

• Lack of feedback on winning messages from sales wins

• There are not enough leads

• It is hard to understand why some leads were sent to me, or which leads are hot

• Marketing just sent an inappropriate email to my top opportunity for the quarter

• I wish I could run my own campaigns on MQL’s

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The symptoms of misalignment A story of pains…

Sources: Forbes: Bang Sales and Marketing Heads Together, Inc.Com, CBSNews.com, Marketing Professionals

VP of Sales Pains

VP of Marketing Pains

!

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But, how does that impact you? Sales and Marketing must align

Sources: (1) McKinsey: The basics of business-to-business sales success, (2) Bain : Mastering the new reality of Sales, (3) Joshua Steimle / Forbes: Mobile is the future of everything, (4) McKinsey – Freeing up the sales force for selling

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87%

of sales and marketing departments had negative

opinions about each other1

92%

of B2B companies say

they don’t have good

enough alignment2

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And, if you are aligned…

follow up on marketing-generated leads1

25% –

95%

increase in profits through improved customer retention2

9

75%

higher sales quota attainment with mature lead generation3

annual growth as opposed to 4% decline for poorly aligned competitors4

20% 9.3%

Sources: (1) Forrester Research 2013, (2) Bain Research, (3) CSO Insights, (4) Aberdeen Group

What are the potential benefits?

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The Complete Solution

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Oracle Social Cloud

Oracle Marketing

Cloud

Oracle Sales Cloud

Oracle Commerce

Cloud

Oracle Service Cloud

Oracle CPQ

Cloud

Integrated Customer Experience Foundation

Integrated Customer Experience Foundation

Social Network Mobile Analytic KPIs &

Dashboards Predictive Analytics

Integrations

Globalizations and Statutory Localizations

Web

Mobile

Social

In-Store Contact

Center Field

Service Direct

Sales

Channel

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Before You Know Your Customer

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Empowered Customers Always Connected, Always Sharing, Always Aware

CUSTOMERS HAVE CHANGED

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of purchase cycle complete before engaging with a

supplier

Sources: CEB

% Social | Mobile | Y-gen | Self Discovery | Buying | Learning | Targets | Choice | Value | Expectation | Information

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1% of consumers feel that their expectations for a good experience are met 89% of consumers switched to a competitor after a poor experience

Social has Transformed the Customer Experience

Sources: Burson-Marsteller/Vision Global Social Media Checkup ‘12, June ‘12; Consumer behavior study on Twitter conducted by Constant Contact®

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Challenges Capturing the Empowered Customer

• Customers control the

conversation

• Difficult to engage

with leads at scale

• Poor cross-channel

engagement (devices)

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Socially Influenced Customer Journey

1

Customer Need

& Product

Research

First

Engagement &

Awareness

Relevant

Recommendation

s

Product Issue

Assisted Social

Service

Social Advocacy

2

3

6

7

Purchase

4

5

Buy Market and Sell

Own Support and Serve

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Stitching Together the Customer Journey

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Extend Your Campaign Reach with Social Marketing

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Rich Social Interactions Deepen Relationship Oracle’s Social Marketing allows you to centralize around a single platform for social listening, engagement and analytics – helping drive modern word-of-mouth

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Nurturing Your Customer before (and after) the Sale

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SOC

IAL

MO

BIL

E D

ISP

LAY

E-

MA

IL

EARNED OWNED PAID

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Orchestrate Consistent Customer Experience to Drive Sales With your customer profile at the center, design relevant journeys before, during, and after the sales cycle

WEB

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For The Buyer: Unified Cross-Channel Buyer Experience Target based on interest, buying stage, web behavior, profile

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Creating a Unified Experience Requires Unifying Customer Data.

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Build an Actionable Customer Profile Sales has access to a customer’s digital body language anytime, anywhere

Behaviors

Sentiment Preferences

Activities

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Run multiple scoring models on a single contact

Score contacts based on profile criteria and engagement

Weight scoring rules Automatically decrement scores when there is negative or no activity

Lead Score by Profile & Engagement

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Personalize with field

merges and signatures

Create branded email templates

for sales to send from CRM

All easily configurable

Email Templates for Sales!

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Knowledge Gives Sales the Edge

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One Experience

Enriched Customer

Data

Analytics

Sales Force Automation

Social & Mobile

PRM

Sales Performance Management

Oracle as a Single Vendor

Modern user experience Increased user adoption with minimal training Integrated sales, marketing, and CPQ tools that help the reps sell Smartphone and tablet devices

Sales Performance Management Optimized account assignments, quota management, and

compensation management Territory optimization with quota and forecast roll-up KPI-driven dashboards and Mobilytics for Sales executives

Data Management Single source of customer data shared with CX Cloud and Oracle

on-premise solutions Customer data enrichment, account/contact matching, address

cleansing in the Cloud Extensibility, Integration, and Platform-As-A-Service Integration tools such as SOA, ICS and configuration guides Minimal customization with OOB features Robust, industry standard platform where expansion is needed

Sales Cloud - A Modern Selling Solution

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Demonstration

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End-to-End Customer Experience Powered by Oracle CX Cloud Solutions

Marketer creates Audience Profile

Delivers ad to customer over target ad locations

Collects anonymous behavior data about customer

Entices customer to register and share preferences Matches 3rd party data with 1st party data,

identifying customer as Luci Dodson

Marketer orchestrates thank you note after attending

webcast

Listens to spike in IT spending on SFA and

publishes Facebook post & Tweets

Marketer positions Oracle Sales Cloud in blog post leading to YouTube

Customer references

Sales meetings with customer to close the

deal

Drives advocacy

FEMALE: 38

LOCATION: CHICAGO

PURCHASE HISTORY: B2B Software

Mobile Selling Webinar

Sign Up and Learn New Techniques for effective selling

SHARE

“BEST SFA EVER!” - Luci Dodson

REGISTRATION

Luci Dodson Chicago

PRODUCTS LEGEND:

BlueKai DMP Cross-Channel Marketing

Social Marketing

Content Marketing

Sales

Inside Sales further qualifies the Lead

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End-to-End Customer Experience Powered by Oracle CX Cloud Solutions

Marketer creates Audience Profile

Delivers ad to customer over target ad locations

Collects anonymous behavior data about customer

Entices customer to register and share preferences Matches 3rd party data with 1st party data,

identifying customer as Luci Dodson

Marketer orchestrates thank you note after attending

webcast

Listens to spike in IT spending on SFA and

publishes Facebook post & Tweets

Marketer positions Oracle Sales Cloud in blog post leading to YouTube

Customer references

Sales meetings with customer to close the

deal

Drives advocacy

Oracle Confidential - Restricted

FEMALE: 38

LOCATION: CHICAGO

PURCHASE HISTORY: B2B Software

Mobile Selling Webinar

Sign Up and Learn New Techniques for effective selling

SHARE

“BEST SFA EVER!” - Luci Dodson

REGISTRATION

Luci Dodson Chicago

PRODUCTS LEGEND:

BlueKai DMP Cross-Channel Marketing

Social Marketing

Content Marketing

Sales

Inside Sales further qualifies the Lead

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End-to-End Customer Experience Powered by Oracle CX Cloud Solutions

Marketer creates Audience Profile

Delivers ad to customer over target ad locations

Collects anonymous behavior data about customer

Entices customer to register and share preferences Matches 3rd party data with 1st party data,

identifying customer as Luci Dodson

Marketer orchestrates thank you note after attending

webcast

Listens to spike in IT spending on SFA and

publishes Facebook post & Tweets

Marketer positions Oracle Sales Cloud in blog post leading to YouTube

Customer references

Sales meetings with customer to close the

deal

Drives advocacy

Oracle Confidential - Restricted

FEMALE: 38

LOCATION: CHICAGO

PURCHASE HISTORY: B2B Software

Mobile Selling Webinar

Sign Up and Learn New Techniques for effective selling

SHARE

“BEST SFA EVER!” - Luci Dodson

REGISTRATION

Luci Dodson Chicago

PRODUCTS LEGEND:

BlueKai DMP Cross-Channel Marketing

Social Marketing

Content Marketing

Sales

Inside Sales further qualifies the Lead

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“Insurance is an intangible product -- you get a piece of paper with a promise. Our customers used to get contacted by us once a year demanding money. Believe it or not, this was the accepted business practice in the industry. But modern best practice dictates a different ethos—one that engages with customers frequently and personally. At TH March, our vision is to deliver the most exceptional customer experiences in the industry.” – Neil McFarlane, Managing Director, T.H. March

54

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Value of Integrated CX Cloud

Single Customer View Across CX Built-in Customer Data Management

1

Enriched Customer Information with Digital Profile Extend with D&B Customer Data

2

Increase Velocity of Lead to Order Assess Effectiveness of Campaigns

3

Access Modern Selling Tools Leverage Install Base Information

4

Configure Complex Products Leveraging Pricing Rules Eliminate Duplicate Entry and Disparate Systems

5

Business Benefit Integrated Solution

Customer Data Hub

Customer Data Hub & DAAS

Social & Marketing Cloud

Back-office Siebel, EBS, and JDE

CPQ Cloud

Service Cloud Increase Awareness of Customer Support Issues Service Reps Awareness of Critical Sales Opportunities

6

55

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Marketing AND Sales Drive the Process

• Sales Dominated

• One-way, single channel, relationship-driven

THEN

• Marketing plays critical role

• Internet-driven, analytics-driven

NOW

MARKETING MARKETING SALES SALES

Education Active Buying

Closing Education Active Buying

Closing

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What are the benefits?

VP of Marketing Benefits

• Easy to show end to end ROI across campaigns

• The customer has one aligned experience from the brand

• Marketing can deliver highly qualified leads to sales

• Immediate feedback on lead quality from sales

• Exploit Oracle Sales Cloud’s Data Quality capability

• Focus on highly qualified leads • A focused approach with visibility of

buyer behavior • More targeted campaigns through

use of marketing content • Buyer has a consistent experience

across their journey • Full feedback loop for continuous

improvement

VP of Sales Benefits

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Questions?

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Oracle Modern CX Conferences Sponsors & Exhibitors – Sales/CPQ

59

Platinum________________________________________________________________________________

Silver__________________________________________________________________________________

Bronze________________________________________________________________________________

Exhibitors______________________________________________________________________________

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Synchronization of customers, prospects, contacts, leads, opportunities, campaigns, and responses between Marketing Cloud

and Sales Cloud.

Includes embedded digital profile in Oracle Sales Cloud and achieves full ROI reporting.

Eloqua

Engage

Eloqua

Profiler

Sales and Marketing – aligned by Oracle – Summary

Customer Profile

Marketing

Leads

Sales

Opportunities

Integration Feature Set

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Integration Data Flow

Sales Cloud Leads

List Upload

Form Submission

Sales Cloud Inbound synchronization is scheduled

Business Logic & Field Mapping

Eloqua Contacts

Eloqua Account

Sales Cloud Contacts

Sales Cloud Accounts

Eloqua Custom Object

Optional

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Inbound Data Flow: Oracle Sales Cloud to Oracle Eloqua

• Leads from Sales Cloud are imported into an Eloqua Custom Object for segmentation purposes only

• They are uniquely matched on CRM Lead ID

• Contacts from Sales Cloud are linked to the accounts in Eloqua that are designated primary in Sales Cloud

• Accounts are uniquely matched on CRM Account ID

• Opportunities are uniquely matched on CRM Opportunity ID

Oracle Sales Cloud Oracle Eloqua

Contacts

Accounts

Contacts

Accounts

Custom Object (Leads)

Opportunities Opportunities

Leads

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Field Mapping

These Sales Cloud objects are currently supported:

• Lead

• Contact

• Account

• Opportunity

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Outbound Data Flow: Oracle Eloqua to Oracle Sales Cloud

Depending on which lead management option is selected, Eloqua will:

• Create a new Lead • Update an existing Lead • Update an existing Contact

Field values from the Eloqua Contact record are written to Sales Cloud

Oracle Sales Cloud Oracle Eloqua

Contacts

Accounts

Contacts

Accounts

Custom Object (Leads)

Opportunities Opportunities

Leads