mingle monday on marketing automation and crm
Post on 15-Jan-2017
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Agenda
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• Welcome and introductions
• Importance of aligned Sales & Marketing + latest trends
• CRM & Marketing automation as enablers to Sales & Marketing alignment
• MOOOSE as solution to alignment
• Argenta’s journey in CRM & Marketing Automation
• Q&A
Focus on Driving Your Growth
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MARKETINGDefine, develop,
communicate and deliver offerings that have value for
your customers
SALESBoosting commercial
performance enabling you to find, win and retain
customers
TRANSFORMATIONBuilding organizational focus,
capabilities and the necessary change to win more in the market
Marketing Sales Transformation
• Market Assessments • Sales Management• Defining or aligning on vision &
mission
• Segmentation, targeting & positioning
• Funnel planning and lead generation
• Shifting the paradigm and change management
• Product management & marketing
• Creating sales opportunities • Innovation & NPD processes
• Go to market plans & activation • Managing opportunities • Organizational design
• Integrated communications management
• Managing relationships - Large Account Management Process
• Building customer centric or solution led organizations
• Pricing & value capturing • Value based selling and pricing • Internal communications
• (Employer) brand management • Negotiating success • Coaching & capability building
• Customer experience & loyalty • Leveraging your CRM tools • Marketing & sales alignment
• Marketing automation, performance & scorecards
• Partner channel management • Building employee engagement
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Deep Expertise
We Mind Your Business
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INTERIM SERVICES
Specialist resources to fill organizational
gaps
CONSULTING SERVICES
Experts to define strategy or manage projects/programs
TRAINING COACHING
Trainers or advisors to build capabilities of people and teams
AGENDA
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• Welcome and introductions
• Importance of aligned Sales & Marketing + latest trends
• CRM & Marketing automation as enablers to Sales & Marketing alignment
• MOOOSE as solution to alignment
• Argenta’s journey in CRM & Marketing Automation
• Q&A
IMPORTANCE OF ALIGNED SALES & MARKETING + LATEST TRENDS
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IMPORTANCE OF ALIGNED SALES & MARKETING
COMPANIES THAT ARE BEST IN CLASS IN SALES AND MARKETING ALIGNMENT ACHIEVE MORE GROWTH
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5.4 %MORE UNIT GROWTH compared to poorly aligned organizations
38 %Improvement in DEAL CLOSURE rate and better productivity of sales
36 %Reduced CHURN in customers or business at that customer
IMPORTANCE OF ALIGNED SALES & MARKETING
RECENT STUDY SHOWED BEST IN CLASS GETTING BETTER SALES AND MARKETING PERFORMANCE
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AGENDA
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• Welcome and introductions
• Importance of aligned Sales & Marketing + latest trends
• CRM & Marketing automation as enablers to Sales & Marketing alignment
• MOOOSE as solution to alignment
• Argenta’s journey in CRM & Marketing Automation
• Q&A
CRM & MARKETING AUTOMATION AS ENABLERS
HOW DOES “WINNING” LOOK LIKE
• What are the COMPANY’s goals
• What are YOUR goals
• What are OTHER PEOPLE’s goals
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CRM & MARKETING AUTOMATION AS ENABLERS
Questions to ask:
• Goals or concerns about marketing automation : Start with GOALS then look at processes!
• How would sales want to use / interact with it?
• What is a qualified lead?
Date to review:
• Won deals – where did the leads come from?
• CRM Reports – where are the gaps?
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CRM & MARKETING AUTOMATION AS ENABLERS
Map it out:
• Overall lead flow between Marketing & Sales
• CRM & Marketing Automation specific
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CRM & MARKETING AUTOMATION AS ENABLERS
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Marketing Planning
Define Campaigns
Approve Campaign
Prepare Campaign
DeployEvaluate
CampaignBusiness Planning
Funnel follow up
1 2 4 5 6 7 83
1. Plan 2. Initiate 3. Execute 4. Evaluate
CRM & MARKETING AUTOMATION AS ENABLERS
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Marketing Planning
Define Campaigns
Approve Campaign
Prepare Campaign
DeployEvaluate
CampaignBusiness Planning
Funnel follow up
1 2 4 5 6 7 83
1. Plan 2. Initiate 3. Execute 4. Evaluate
CRM & MARKETING AUTOMATION AS ENABLERS
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Marketing Planning
Define Campaigns
Approve Campaign
Prepare Campaign
DeployEvaluate
CampaignBusiness Planning
Funnel follow up
1 2 4 5 6 7 83
1. Plan 2. Initiate 3. Execute 4. Evaluate
CRM & MARKETING AUTOMATION AS ENABLERS
Checklist / key questions to ask:
• What really makes a qualified lead?
• When is a lead assigned & why + what data do sales need?
• How does lead assignment and ownership work?
• How does / should sales follow up with leads?
• What do we do if customer is not ready to buy?
• When and how to nurture?
• Which data are we collecting and which one do we need?
• How are our Sales Rep using the CRM? Who else uses the CRM & how?
• What are we reporting on?
• Which other tools are integrating with your CRM?
• Which system will be the master?
• Which governance to be set up?
• ROI of the project?
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AGENDA
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• Welcome and introductions
• Importance of aligned Sales & Marketing + latest trends
• CRM & Marketing automation as enablers to Sales & Marketing alignment
• MOOOSE as solution to alignment
• Argenta’s journey in CRM & Marketing Automation
• Q&A
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MARKETING AUTOMATION
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DISTRIBUTEDMARKETING
DTP & DESIGN
MOBILE MESSAGING
& APPS
PICK & PACK
E-MAIL & DIRECT MAIL
DIGITAL SIGNAGE
INTEGRATION
EVENT WEBSITES
SOCIALINTEGRATION
COMMUNICATION
PRODUCTION HOUSE
DISTRIBUTEDMARKETING
DTP & DESIGN
MOBILE MESSAGING
& APPS
PICK & PACK
E-MAIL & DIRECT MAIL
DIGITAL SIGNAGE
INTEGRATION
EVENT WEBSITES
SOCIALINTEGRATION
SINGLE POINT OF CONTACT
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NOT ABOUT TOOLS
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IS YOUR ORGANISATIONFUTURE PROOF ?
PEOPLE | SKILLS MATRIC
PROCESSES |ORGANISATION
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+50% sees
themselves
as “in front of
the pack”
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ARE WE ASKING THERIGHT QUESTIONS ?
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INSPIRATIONPOWERED BY
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DOES A MARKETING MANAGER HAVE TOWASTE TIME ON SENDING OUT SAMPLES?
BUSINESS CASE
• 4 hours every week
• Average full people cost: 100K (62€/hour)
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TCO 3 year: 40K
- Sample management
- Gadget management
- Marketing materials
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CAN WE AUTOMATEDIRECT MAIL ?
BUSINESS CASE
• ½ FTE per DM
– Lower relevancy: 30 day cyclus
– Manual invlvement:
• Offers
• Contact database
• Design elements
• Average full people cost: 80K
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TCO on 3 years / 4 DM pieces/year: 40K
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HOW CAN I DO MORE WITH THE SAMEORGANISATION ?
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AUTOMATION
SOLVE A PROBLEM
EASE OUT FRUSTRATIONS
QUICK TIME TO MARKET
THE RIGHT QUESTIONS
• How can we work faster, more flexible, scalable?
• What processes take a lot of time?
• Who is doing what in my marketing organisation?
• Do we have the right skills matrix?
• AND NOT: how can we digitise certain channels?
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IS YOUR MARKETING TEAM FUTURE PROOF?
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CASE ARGENTAPOWERED BY
AGENDA
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• Argenta, bank en verzekeringsgroep
• Argenta in transformatie: de uitdaging
• Marketingautomatisering: de beslissing
• Stap voor stap naar marketingautomatisering
• Eerste indrukken – evaluatie
• Argenta MOOOSE visueel - Piloot
ARGENTA, BANK EN VERZEKERINGSGROEP
• Opgericht in 1956
• Actief in België, Nederland en Luxemburg.
• Focus op gezinnen, niet op ondernemingen.
• De op vier na grootste bankinstelling in België.
• Kernactiviteiten: – spaar- en beleggingsproducten,
– kredieten
– verzekeringen.
• Uitgebreid net van zelfstandige kantoren (500+).
• Kantoorhouders van tweede of derde generatie.
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ARGENTA IN DE DIGITALE TRANSFORMATIE: DE UITDAGING
• Lokaal ondernemerschap:
– 50 tot 100 individuele vragen per week
– Stockbeheer/verspilling
• Doolhof van informatie en procedures:
– Sharepoint, Gadgetshop, Addemar, Promoweb,…
– Overzicht
– Actueel houden van materiaal
• Uniformiteit van het merkbeleid waarborgen;
• Compliance garanderen van het lokaal materiaal.
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AUTOMATISERING – DE BESLISSING
• Nood aan efficiëntie
– Regiefunctie van marketing
– Proactief versus responsief
– Automatisering
– Standaardisatie
• Nood aan meer effectiviteit
– Uniforme boodschappen – cross channel aanpak
• Vooronderzoek
– 75% van adhoc aanvragen is automatiseerbaar
– 80% van de overige vragen is standaardiseerbaar
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STAP VOOR STAP NAAR MARKETINGAUTOMATISERING
Fase I: voorbereiding
• Oprichting werkgroep met delegatie van stakeholders
• Workshops: definitie van de behoeften:
– Navigatie, identificaties, veiligheid, rapportering, …
• Definitie van de belangrijke parameters;
• Inventaris/cleaning van bestaand materiaal;
• Afspraken over security en support – SLA’s;
• Creatie van ondersteunend materiaal/training.
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STAP VOOR STAP NAAR MARKETINGAUTOMATISERING
Fase II: implementatie
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PILOOT
1/3/16
LANCERING
2/5/2016
STAP 2
1/9/16
STAP 3
1/11/16
PILOOT: 30 kantoren met een selectie van 25 standaarditems
Lancering: algemeen materiaal + nieuw campagnemateriaal + populair materiaal
Stap 2: Nieuw productmateriaal
Stap 3: Media & modellen – volledige personalisatie
STAP VOOR STAP NAAR MARKETINGAUTOMATISERING
Fase III: integratie (2017)
• Andere applicaties voor het kantorennet
– Webshop, …
• Andere kanalen/media
– E-mailing
– Social media platform
• Globale CRM oplossing
• Interne toepassingen (HR, CC,…)
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EERSTE INDRUKKEN - EVALUATIE
Aandachtspunten:
• Vooraf behoeften gedetailleerd in kaart brengen;
• Snelle implementatie: stap voor stap opbouw
– Verandering in mindset – gewoontepatroon
– Onmiddellijk toegevoegde waarde leveren
– Eenvoudige applicatie/procedure werkt drempelverlagend
• Feedback procedure (online survey) inbouwen;
• Betrokkenheid van alle ‘andere’ partijen:
– IT security, IT support, compliance, stockbeheer, CC, …
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ARGENTA MOOOSE VISUEEL - PILOOT
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THANKS !!
• Code for M&M Parking – Park Hill - E. Mommaertslaan 16B
Code : 9765
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