adam sharp intelligent engagement 2share
TRANSCRIPT
Intelligent Engagement, through the clever use of marketing technology
‘Stop tinkering and start driving a new marketing agenda’
Adam Sharp
23rd April
6 May, 2015 CleverTouch 1
6 May, 2015 CleverTouch 2
About us
(disclosure: vested interest)
About CleverTouch The boring bit
6 May, 2015 CleverTouch 4
Taking Marketing from the
Backroom
to the Boardroom
THE SALES & MARKETING FUNNEL The Shape Of The Traditional Sales And Marketing Funnel
MOVING MARKETING TO THE BOARDROOM
• Forrester Research - only 8% of
CEOs rely on marketing for insight in
their decision making.
– As most marketing functions
unable to provide intelligence.
• CEB/Google; 57% of the buying
process happens before an
organization even knows about it.
– Customers want self-service
without being harassed
Above all be relevant
THE CUSTOMER BUYING PROCESS DEMANDS A NEW MODEL The Sales And Marketing Function From A Buyers Perspective
The sales & marketing model is being reinvented by your customers?
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Driving new thinking and change in the organization
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How will you measure
your career?
What is most important?
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The Marketing Alchemist
• Campaigns &
ROI?
• The Content you
create?
• The People you
hire?
What the CXX team want from Marketing?
• To feed their most expensive resource
• To be a source of innovation & a radar
to the market
• To be able to speak the same
language as Sales
• To translate what this technology
can do, in this new world
– Information-led not especially
application led.
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Incremental improvements in performance > Infographics, everytime.
Marketers are evolving their thinking & infrastructure to support the new world
• To keep their jobs Marketers needs to be able to AT LEAST track initial source of lead.
– ONLY 20% OF CMOs can measure ROI
– Better yet move from ROI to Forecasting to…..
– Revenue Demand Mngt
• Spencer Stuart Mar 15, report on MA impact on CMO career longevity. 2X.
Careers are not measured by Campaigns but by what is put in place and left behind
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Marketing Automation
as a driver of new thinking
& discipline
CONFIGURABLE FUNNEL- KEY TO LINEARITY
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Evaluate Mobility
Last month: 2
This month: 1
Change: 50%
Launch/Interest phase
Last month 424,901
This month 429,122
Change: 1%
Evaluate Virtualization
Last month: 2
This month: 4
Change: 100%
Learn Mobility
Last month: 334
This month: 810
Change: 143%
Learn Cloud
Last month: 343
This month: 217
Change: 217%
Evaluate Cloud
Last month: 4
This month: 5
Change: 25%
Propose Virtualization
Last month: 12
This month: 24
Change: 100%
Propose Mobility
Last month: 13
This month: 8
Change: 38%
Propose Cloud
Last month: 5
This month: 6
Change: 20%
Learn Virtualization
Last month: 6693
This month: 8508
Change: 27%
Respondents Virtualization
Last month: 2889
This month: 2977
Change: 3%
Respondents Mobility
Last month: 606
This month: 617
Change: 2%
Respondents Cloud
Last month: 238
This month: 243
Change: 2%
Conversion Opportunity Pipeline
Virtualization
Last month: 96
This month: 102 ($4,050,444)
Change: 6%
Conversion Opportunity Pipeline Mobility
Last month: 19
This month: 21
($416,431)
Change: 11%
Conversion Opportunity Pipeline Cloud
Last month: 5
This month: 5
($131,209)
Change: 0%
Influenced Numbers
Last month $4,306,548
This month 128 Opportunities
$4,598,084
Change: 7%
Overall 3% movement
Overall 42% movement
Overall 10461% movement
Overall 39650% movement
Overall 3% movement
THE BUSINESS PRIORITIES
Step 1.
Get Sales & Partners engaged and provide them meaningful insight.
Step2.
Evolve the digital strategy to a business strategy mind-set.
Step 3.
Make marketing more efficient & scalable, thinking into-the-funnel.
Step 4.
Drive sales and marketing alignment based on the new sales model.
4 Step Process- Client Approved. Nice & Simple.
Marketing Automation is very clever.
However it is simply an enabler of marketing vision as
opposed to the vision itself
A core objective of marketing automation is to move marketing
from cost centre to revenue generating, from reactive to
predictive
From Service Provider to Game Changer
Our Perspective Health warning: Don’t get lost in the technology, as wonderful as it is
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Final Thoughts
LEAVE A LEGACY
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• Most marketers start with the
front end, and JUST deliver
campaigns.
• The smart marketers build out
the backend and a leave a
legacy to build upon AND
forecast future outcomes.
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Thank you.
Any questions?
Adam Sharp
T: +44 1962 677 000
M: 0773 8475286
Intelligent Engagement, through the clever use of marketing technology
‘Stop tinkering and start driving a new marketing agenda’
Adam Sharp
23rd April
6 May, 2015 CleverTouch 20