driving marketing automation success throughout the enterprise

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Driving Marketing Automation Success Throughout the Enterprise

March 27, 2014

Shyna ZhangSr. Product Marketing Manager

Tim KirbySr. Solutions Consultant

Allison DryerSr. Solutions Consultant

Jim DrakeSr. Director, Enterprise Solution Consulting

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Proprietary and Confidential

Marketing Today: An information overload.

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Blurriness: Is there still B2anything

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Blast Driven Marketing: It simply doesn’t work

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Real-time Marketing: Cadence is Critical

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Attribution: Marketing is not a cost center.

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Breaking Down Walls: To achieve cross functional efficiencyBreaking Down Barriers: Achieve cross-functional alignment

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Marketo: MARKETING FIRST

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Transformational Marketing Alignment, Methodology, and Tools

*Source: Marketing Leadership Council

Alignment Methodology Tools

50% 30% 20%

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

50% 30% 20%

Principles of a Successful Marketing Organization

Content Machine: Ensure scale, quality, and timeliness

Agile: Dynamic, able react to external factors quickly

Culture of Analytics & Testing: Measure, fail quickly, and scale

Embrace Technology: Demand center must absorb technology, create best practices, role of the Chief Marketing Strategist

in·no·vate

A flexible, collaborative, and consultative assessment involving Marketo’s Digital Strategy Consultants and your cross functional teams.

Assessments evaluate your sales & marketing strategy, cross functional alignment, sales & marketing funnel, and measurement & reportsto deliver strategic recommendations and plans for improvement.

INNOVATE

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

MethodologyHow we conduct INNOVATE

Discovery: The INNOVATE engagement starts with our proprietary Marketing Maturity Assessment. This gives us a baseline understanding of where you are today.

Recommend: The output from the assessment if a detailed set of marketing automation (and process) recommendations.

Resolve: Lastly, a plan will be presented to your team to cover the details of implementing your project. We’ll agree to a join execution plan for moving forward.

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Once the scores are entered into the Marketing Maturity Assessment, we’re able to view a quadrant analysis looking at each of the four categories.

Results Viewing the Full Picture

Strategy

Alignment

Funnel

Measurement

Quadrant Value: 20

Sophistication Level

Team

Alig

nmen

t

Quadrant Value: 10

Quadrant Value: 15

Quadrant Value: 5

Scored Sections1. Sales & Marketing Strategy2. Cross Functional Alignment3. Sales & Marketing Funnel 4. Measurement & Reporting

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Each quadrant on the assessment comes with a value. That value is then used to compute a total Marketing Maturity Assessment score. This score is applied to a maturity curve and is used for recommendations

Results Viewing the Full Picture

Maturity Categories 1. Traditional Marketing 2. Marketing Automation3. Integrated Sales & Marketing4. Revenue Performance Management

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

GE CapitalINNOVATE Outcome

Identified the Business Problem: • No closed loop reporting or success metrics on marketing activities. No alignment

between sales and marketing, therefore increasing share of wallet and penetrating more of the market is a significant challenge.

• Needed effective way to engage the 80% of returning customers and move them upstream.

INNOVATE Outcome: • Alignment between sales and marketing around strategic goals, funnel definitions,

stages and detours, KPIs and SLA’s• Improved integrated campaign strategy & process• Marketing Automation blueprint for adoption and long term success

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Takeaways & Q&A

• Transformational marketing is driven by tools, methodology & organizational alignment

• Marketing organizations need to be agile, content focused, driven by a culture of analytics & testing, and embracive of technology

• Schedule your INNOVATE assessment today

Thank you! szhang@marketo.com