A Marketing Approach To Customer Reference Management

Gary Katz |Founder, Marketing Operations Partners Leads first ready-to-go COO and change management team for

the marketing department

Also CEO & Founder of CommPros Group, Inc.

20+ years experience leading corporate marketing, marcom, PR, IR, lead conversion, & change management

Certified Strategic Planning Process Facilitator

BMA National Board and Thought Leadership Committee member

Teaches 1st course on Marketing Operations at UCSC Extension

MS in Organization Development, BA in Public Relations

© Marketing Operations Partners, 2009

Joshua Horwitz | Founder, Boulder LogicFounder of Boulder Logic, a software firm specializing in

Customer Reference Management.

Over 15 years as a technology executive with roles in Program Management, Sales and Marketing. MBA from Babson Graduate School of Business.

Instrumental in the Customer Reference programs at leading firms including: Siemens, Microsoft, Lenovo, ADP, and NetApp.

What is Marketing Operations?

A systematic end-to-end operational discipline to:•Drive efficiency, consistency, alignment, accountability•Replicate best practices•Build a foundation for Marketing Excellence

A holistic framework to apply processes, technology, guidance and metrics to run Marketing as a:•Profit/value center

•Growth driver

•Change catalyst

•Fully-accountable business

©2009 Marketing Operations Partners


Marketing Operations: Sphere of Influence

MetricsProcessGuidance

Infrastructure Management

Technology

Strategy

Ecosystem Alignment


MO Best Practice Framework

What is Customer Reference Management?

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What is it? Tools and process for promoting and

managing how customers participate in the sales and marketing process.

Why is it important? “If you have a customer who is on the

fence about purchasing your product or services, there is nothing as effective as a customer reference to push them to act.” – Gartner Analyst

Managing the Customer Reference Universe

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Where is the financial impact of customer reference management?

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Revenue Increase

Expense Decrease

Added Profit

3 to 5% increase in deals closed

~4 hours sales productivity lost per reference

Why is the mindset of marketing operations important to customer reference management?

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How should marketing operations be applied to customer references?

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How does technology play a role in bringing marketing operations to customer references management?

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What are the challenges you are likely to face when getting started?

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What elements are critical to the success of this approach?

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What are the results you should expect to see when done right?

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Business Impact

• Establish market credibility• Increase close rate• Shorten sales cycles

• More references available• No customer burnout• Proactive part of sales & mkt

What questions do you have?

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For more info on Marketing Operations Partners:Phone: 408-243-7881E-mail: [email protected]: www.mopartners.comBlog: mopartners.typepad.com

For more info on Boulder Logic:Phone: 800.715.1910 x101Email: [email protected] Website: www.boulderlogic.comBlog: www.referencesuccess.com