What is Marketing Automation

Barbara Angius Saxby

5/18/10

What is Marketing Automatio

n?

Meet our SpeakerBarbara Angius SaxbyFounder & Managing Director,Accelent Consulting

• Senior executive with nearly 25 years experience in strategic marketing, management and international business development

• Focus on process alignment and automation, executive management, marketing and sales operations

• Domain expertise in CRM, BI, ERP, EMM and SCM including SaaS applications and a range of infrastructure technologies

• Trusted partner of both Eloqua and Echo Lane hiSoft

Marketing Automation – The Basics

1. What is Marketing Automation?2. Who Should Care?3. What are the Key Functions?4. What is Campaign Management?5. What is Lead Management?6. How Does it Improve Operations?7. What are the Business Benefits?8. Why Be “In The Cloud”?9. What is the Impact on IT?10. What are Best Practices?

The Universal Problem

Systematic

Repeatable

Predictable

1. What is Marketing Automation?

LeadTaxonomy

CampaignExecution

TargetMarketing

Handoffs Service-LevelAgreements

Lead FlowProcess

Technology ServicePartners Metrics

Source: SiriusDecisions

5

Adaptable, situational application principles and technology

coupled with next-generation best practices that better facilitate and support buying and sales cycles

from cold to close

Requires Sales and Marketing Collaboration

2. Who Should Care?

Marketing

Company: ACME CEO

Chief Marketing Officer

Vice President Sales

Chief Financial Officer

Chief Information

Officer

Sales Finance IT

• Marketing Operations

• Programs

• Field Marketing

• Demand Generation

• Sales Operations

• Direct Sales

• Channel Sales

• Inside Sales

• Controller

• Business Analyst

• VP Business Applications

• System Architect

• Integration Specialist

Plan and Budget Analyze Business and CustomersTarget Customer Segments

Plan and Execute Campaigns and EventsTrack Results from Offer to-Order

View Program Spend and Performance

3. What are the Key Functions?

4. What is Campaign Management?

Executing & automating a program Targeting specific prospects Repetitive touch –mindshare Brand building and lead nurturing Capturing behavior and preferences

Automating Campaign Management

5. What is Lead Management?

Move a “name” to a prospect Pre-qualify to “lead” through scoring Elevate high priority leads to sales Provide rich behavior-based insight Track progression through the pipeline

Lead Management in CRM

6. How Does it Improve Operations?

Aligns marketing and sales Increases predictability of sales cycle More accurate pipeline forecasts More effective program metrics Improved reporting and analytics

Campaign Metrics

Performance Metrics

Executive Dashboard

7. What are the Business Benefits?

Efficiency Visibility Productivity Flexibility Communications

8. Why Be In the Cloud?

Apps On Demand Rapid Deployment Reduce costs Reduce risk Improve user adoption Increased flexibility

Cloud

9. What is the Impact on IT?

System alignment Integration Global adoption Streamline analytics Manage IT spend

10. What are Best Practices?

Organizational alignment Agree on business goals Align database strategies System expectations

and priorities Simplify workflows Short-measurable milestones Executive-level sponsorship

Contact Info

Strategic Marketing, Sales, and Process Alignment

Barbara Angius Saxby barbara@accelentconsulting.com 415-459-0529