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November 7, 2012

THE MULTICHANNEL MARKETING

MATURITY MANDATE:

A LOOK AT PROVEN RESULTS,

SIGNIFICANT FAULTS, AND A PATH TO

HIGHER GAINS

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Today’s Presenter

Sitecore

Suzy McKee Senior Product Marketing Manager

With exclusive content from Forrester Consulting Analyst Lori Wizdo

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Reminders for

Today’s Webinar

Webinar recording &

slides: will be emailed to you

within 48 hours after the

event

Discussion: visit the Twitter

hashtag: #sitecorelive

Questions: type your

questions in the chat window

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World of Sitecore

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Recognition

Gartner 2010, 2011, 2012 WCM Magic Quadrant “Leader”

Gartner 2012 CRM Multichannel Campaign Management “Visionary”

Forrester Wave™: Web Content Management For Online Customer Experience, Q3 2011 “Strong Performer”

Microsoft Gold Certified, Global ISV Alliance Partner Partner of the Year 2003/2004

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Sitecore Customers Around the World

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Agenda

How to identify opportunities for increased profitable revenue

growth through multichannel marketing

The significance of holistic cross-channel customer

engagement

Why there is ongoing opportunity for better organizational

alignment, process definition, and technology integration

Understanding where your marketing organization is on the

Forrester Multichannel Maturity Model

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Multichannel Maturity Mandate

Executive Summary

Key findings

Marketers have accepted multichannel marketing as

common practice

Perceived skills gap impedes multichannel marketing

efforts

Mature practitioners have realized significant business

gains

Mature practitioners have significantly different practices

Even the most mature multichannel marketers have

opportunity to improve

Poll: Which of the following best describes

your marketing organization’s stance toward

Multichannel marketing?

We have been practicing multichannel marketing long enough

to call ourselves “mature”

We are transitioning to Multichannel marketing

We plan to begin our transition to Multichannel marketing by

the end of 2012

We are interested in Multichannel marketing, but have no

immediate plans to adopt it

Multichannel Marketing as Common

Practice

Marketers have accepted multichannel marketing as

common practice

of respondents assessed themselves

as mature practitioners of Multichannel marketing

Another said they are

in transition to becoming

Multichannel

Only of respondents

had no plans to

implement Multichannel marketing

2

Multichannel Marketing Adoption:

Results

Characterizing a Mature Multichannel

Marketer

Holistic cross-channel customer engagement

Single, integrated view of customer data

Consistent user interaction

3

Multichannel B2B vs. B2C Marketing

B2C marketers already more prepared to deal with

multichannel customers

B2B buyer more multichannel than the seller

• Social media

• Digital media

• Online & offline Events

B2B marketers not thinking about the multichannel buyer

• Lots of catching up to do

4

Tangible Results of Multichannel

Marketing from the Study

• reported a gain of more than a increase in campaign

payback, and more than 10% in return on marketing

investment

• of respondents reported more than increase in

impressions

• of respondents reported more than improvement in

customer satisfaction

• reported more than a reduction in sales cycle times

5

Poll: How well does your marketing team

work/collaborate with your company’s IT

function?

Excellent: IT understands our requirements and we almost

always achieve our technology objectives

Good: IT may not always understand our requirements, but is

responsive to our needs

Fair: IT ‘keeps the lights on’ in terms of current

processes/objectives, but is slow to respond to new objectives

Poor: IT doesn’t understand or demonstrate that they care

about our needs and we usually fail to achieve our objectives

Mature Multichannel Marketers & IT:

Results

6

Poll: Which describes your firm’s internal

organizational approach to supporting

marketing across multiple channels?

Centralized marketing team, consolidating all technology and

services across channels, products, and corporate groups

Marketing is organized by channel

Decentralized marketing team, brands, product teams,

corporate groups have independent marketing capabilities

Hub and spoke– certain capabilities are centrally supported but

product teams have independent marketing capabilities

Marketing Organizational Structures:

Results

“Which of the following best describes your firm’s internal organizational approach

to supporting marketing across multiple channels?”

Centralized marketing team,

consolidating all technology and

services across channels,

products, and corporate groups 40%

Marketing is organized

by channel

25%

Decentralized marketing team,

brands, product teams, corporate

groups have independent

marketing capabilities

18%

Hub and spoke—certain capabilities

are centrally supported but product

teams have independent marketing

capabilities

Base: 226 global marketing

decision-makers

Source: A commissioned study

conducted by Forrester Consulting on

behalf of Sitecore, December 2011

17%

What does the future of marketing look

like?

7

• Customers will tell us what’s next

• Will we hear them to be able to engage them

meaningfully?

• It’s not about us, it’s about the customer

Organizational Silos Damage the

Customer Experience

8

Multichannel Maturity Model

Source: Forrester Consulting Inc.

Stages of the Maturity Model

Channel entropy

• Independently manage customer

interactions in each channel

• Multiple teams may be executing in

same channel

• Customer engagement strategy

differs by channel

• Independent data stores by

channel

Channel independence

• Integrated channel teams

Stages of the Maturity Model (continued)

Multichannel

integration

• Single view of

customer data,

interactions, and

transactions across

multiple channels,

in near real time

• Customer

experience differs

by channel

Stages of the Maturity Model (continued)

Multichannel engagement

• Single view of customer data, interactions, and transactions across multiple channels

• Processes are consistent across channel and user interfaces

• Customer engagement in each channel is aware, and informed by, offers and interactions in other channels

• Customers expect and receive consistent, reliable interactions with the company

1

Key Recommendations

Create a culture that worships customer knowledge

Stop thinking about campaigns and start thinking about

engagement

Transform your website into a

pervasive customer engagement hub

Build the technical infrastructure

to support dynamic, cross-channel

conversations with customers

Find a “trusted IT advisor”

Don’t overlook change management

Choose technology partners that can help you rack up short-

term gains on the path to the full vision

Mature Multichannel Marketing ROI

Calculation

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