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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

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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

E: asharp@clever-touch.com

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