MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing...

commanding control of marketing automation & CRM

integration,

a presentation by

Senior Product Marketing ManagerJeff RussoMarketing Automation & Sales Products

marketingautomation CRM

marketingteam

salesteam

marketingautomation CRM

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REALITYIDEAL

CRM & Marketing Integrations: Ideal vs. Reality

Finishing up a datacleansing project

Instrumenting a wayto sell a new product

Checking progresson key leads in CRM

Testing a new leadscoring algorithm

Building out newfields in CRM

Changing expectations on the part of buyers

Data oriented challenges facing marketers

Marketers are having trouble makingsense out of all the data they collect.


How satisfied are you with the amount of information your

marketing automation toolset captures on your prospects?

Very Satisfied

68%

24%

Neutral

Dissatisfied

8%



After the hand-off to sales occurs,how does your communication to a

prospect change?

Frequency increases substantially

6%

15%

Stays the same

Frequency decreases substantially

43%

Marketers feel like they have little insight into progress during the sales process.

Marketing communication stops

37%




“My sales team doesn’t want me to interfere with an active sales process.”

“It’s too easy for marketing emails to seem out of sync with what’s goingon between the lead and the rep.”


Marketers are skeptical of the quality of data in their CRM system.

How confident are you thatmost or all of the lead and customer

data in your CRM is accurate and up to date?

Mostly confident

18%

31%

Neutral

Mostly unconfident

42%



9%

Not sure


Marketers are skeptical of the quality of data in their CRM system.



“The thought of personalizing our

emails with the data in our CRM

system me. I don’t know

where it came from, or how long it’s

been in there.”

TERRIFIES

Data oriented challenges facing sales teams


Salespeople [still] don’t have full access to actionable data on their prospects.

What kind of information do you usually have about a prospect before

reaching out?

NAMEEMAILPHONEWEBSITEHISTORY OTHER

SOCIALDATA

47%

36%

74%

8%

72%

80%



“Our CRM system has a lot of marketing data in it, but it’s a lot to sort

through before I get on a call.”

“It’s information overload when I look at all the data we’ve got on an average lead… I don’t know how to pick out

what’s useful.”



Salespeople spend an inordinate amount of time on manual data entry & CRM tasks.



Salespeople spend an inordinate amount of time on manual data entry & CRM tasks.

Salespeople don’t understand the cadence

of marketing communication with leads.

Which of the following statements best describes your understanding of how your marketing team communicates

with leads & prospects?

It’s well documented and I have a general understanding

19%

47%

24%

I know what bits and pieces of their communications look like

I know what bits and pieces of their communications look like

10%

Other or not applicable

What can we do?

Making marketing automation &

CRM work better for your team

Simple suggestions:

Challenge:

turning all the data across marketing automation & CRM into something

actionable is hard.

Use automation to turn volumes of

data into single-line insights.

Solution:

Use automation to

turn volumes of data

into single-line insights.

Use automation to



If content downloaded

is equal to product whitepaper

set property lifecycle stage

to marketing qualified lead

Use automation to



If

last contacted date

is equal to

never contacted < 30 days > 30 days

set “level of sales

engagement” to

never engaged engaged stalled


engagement” to


engagement” to

Lead

Score

73

Use automation to



73

Lead Score

SQL

Lifecycle Stage

Engaged

Sales Engagement Level

Server Switches

Likely Product Interest

Solution:

Challenge:

CRM data accuracy is always a concern.

Start including confidence

levels in your CRM data.

Start including

confidence levels

in your CRM data.Product Interest

Server Switches (auto

set)

Server Switches (manually set)

Server Cables (auto set)

Server Cables (manually set)

Server Buses (auto set)

Server Buses (manually set)

Start including

confidence levels

in your CRM data.

MQL Event Demo Request

MQL Event Date 11/5/2014

Share the right data with your sales

team at the right time.

Solution:

Challenge:

Salespeople don’t have full access to actionable data on their prospects.

Share the right data

with your sales team

at the right time.

Get serious about segmenting

your lead and customer data.

Solution:

Challenge:

Marketers and salespeople don’t understand what one another are up to.

Get serious about how

you segment your

lead and customer data.


you segment your

lead and customer data. Marketing Event

Oriented

Campaigns centered around marketing events

Mostly static content

Recent contacts only,no larger strategy


you segment your


Event-centric and re-engagement campaigns

Content personalized by persona & stage

Strategy for recent & past leads

Persona & Stage

OrientedMarketing Event

Oriented





you segment your


Event-centric and re-engagement campaigns

Content personalized by persona & stage

Strategy for recent & past leads

Persona & Stage

Oriented

Full

Lifecycle

Campaigns for every stage of the lifecycle

Content personalized by persona, stage, event

Metrics & efforts all aligned to segments

Marketing Event

Oriented





you segment your


Goal: Product Activation

Goal: Consistent Usage

Goal:Lead > Customer

Goal:Retention

Recognized by the entire organization

Goals & metrics associated with

every stage

All campaigns & efforts tied to

a stage


you segment your


Solution:

Challenge:

Marketers and salespeople don’t understand what one another are up to.

settle on a common language

around your funnel.

Settle on a common

framework and language

around your funnel.

Goal: Product

Activation

Goal: Consistent

Usage

Goal:Lead >

Customer

Goal:Retention

Stage Qualified - Corporate Team

leverage your data through

every channel.

Leverage your data

through every channel

(not just email.)

help your sales team

help you.

10 YEARS AGO

CMO tenure has nearly

doubled in length since 2006.SPENCER STUART, MARCH 2014

TODAY

CMOs will outspend CIOs on

technology by 2017.GARTNER RESEARCH, 2012

• Unable to articulate

value we provide

• No ownership over

key metrics or data

It’s an exciting time to

be a marketer.

thank you.

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MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing...

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