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© 2019 Sojourn Solutions
Paul Stevenson | O2 @paul_stevenson
Rebecca Le Grange | Sojourn Solutions @rlegrange
Shifting the Paradigm on
the Value of Marketing
Operations: The O2 Story
Summary
• Running at Peak Performance in
Marketing Operations
• Background to O2’s journey
• Strategy and planning
• Success and learnings
• Measurement
• Questions
2
Peak Performance Strategic Framework
3
O2’s Marketing Operations Transformation: Background
Challenge Details
INDUSTRY Competitive pressures in B2B
DATAProliferation of data across the enterprise, often siloed, needing to
understand audiences and drive insight from the data
PROCESSExtensive manual processes and lack of standards, especially campaign
management, limited lead management capabilities
TECHNOLOGY Martech solutions not fully utilised
AGENCY RELATIONSHIPSRelationships decentralised, meaning processes inconsistently followed
and reporting impacted, heavy reliance on third parties.
REPORTING Manual and time-intensive, did not allow Marketing to self-serve
4
Key elements of our strategy
Centralised view
of all
marketing data
In house skills
v
trusted partner skills
Training and
Development
requirements
Smooth flow of
demand through
Marketing
Standard reporting
v
Self Serve reporting
5
DATA STRUCTURE
PEOPLE PROCESS REPORTING
Trajectory of our Journey
Eloqua
implemented,
SFDC integrated
2019 H12018 H1
Additional Eloqua
functionality used
Upskilling team
2014
2015 2017 H1
2017 H2 2018 H2
Standardised
campaign execution
process
6
2016
Mid Market campaign
execution process
alignment
Event app integration
Enterprise lead
management process
Automated data
standardisation and
enrichment
Agency & internal process
alignment
Data health monitoring
Mid Market Eloqua support expansion and
centralised working
SFDC and Eloqua upgrades and alignment
Improved email deliverability
GDPR quality control
Reporting and analytics - self serve
Lead management expansion
Event automation
Increase adoption of Sales Tools
(Engage and Profiler)
Reporting optimisation
Lead management
finetuning
The O2 Martech Ecosystem
7
Emails/channels
Workflow & Rules
Data Management & User
Journey
Reporting/Analytics
Self-serve Insight
Data Objects
Workflow & Rules
Data Management & User
Journey
Reporting/Analytics
Managing Change
• Gaining buy-in from Marketing
leadership, wider Marketing and Sales
teams
• Upskilling team
• Blend of in-house talent and external
support
• Best practice documentation and
training guides
• Driving adoption of new martech and
processes
8
Managing Change – the People aspect of our
Transformation
DATA
MARKETING OPERATIONS
O2 External
CHANGE
O2 External
CAMPAIGNS
O2 External
MARTECH
O2 External
9
What does success look like?
Delivered 5x number of campaigns in 2018 with the
same amount of resource and less budget
HALVED amount of Right
First Time issues between creative
agencies and campaign team
HALVED the unsubscribe
rate in the past 1 year2.6x uplift in leads from 2018 Q1 to 2019 Q1
CAMPAIGN SUCCESS
10
50% of all leads generated are inbound
What does success look like?
30x increase in contact
database size over 5 years
Use 30+ metrics to measure our
database health and GDPR compliance
Automated database health reporting saving 2 days of effort per month
DATA SUCCESS
11
What does success look like?
70% increase in Eloqua Engage adoption
90% Eloqua functionality used 266% uplift in marketing influenced
revenue
TECHNOLOGY and PROCESS
12
66% increase in visibility into campaigns
and data through centralised project
management
What’s next?
• Optimisation of MarTech capability
• Learning from out colleagues in
Consumer
• Continue to optimise lead and funnel
management
• Emphasis on reporting and analysis –
Eloqua, Salesforce.com and Tableau
13
© 2019 Sojourn Solutions
Paul Stevenson | O2 @paul_stevenson
Rebecca Le Grange | Sojourn Solutions @rlegrange
Thank you for attending!