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Who washes your car?
Rene Saltzherr
Sr. Director Global Demand Marketing Services
Audience poll - Hide slide
• Who used carwash last 6 months?
• Who had help with their tax return?
• Who had someone else changed oil of their car?
• >> result many people rely on others services, so why
can’t marketing do the same?
Marketing Shared Services
Best Practices for Demand Centers
of the Future
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Agenda
• History of Shared Services @ Oracle
• Shared Services Offering
• Engagement Model
• Marketing Execution
• Marketing & Sales Alignment
Some Oracle Numbers
106,492 employees
$24 Billion (last 4Q)
6572 events per year
1.6M Marketing Leads / year
350M emails / year
6M software downloads / year (pre-Sun)
Strategy Content Package Execute Results
Campaign Development & ExecutionWho does what?
Product
Marketing
Campaign
Marketing
Campaign
Marketing
Campaign-
Field-
Event-
Marketing
Support from Shared Services
Sales &
Marketing
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Short History Lesson:
How Shared Services evolved
Shared Services - History
Almost
No Service
2002
Shared Service
2005
Self Service
1999
Processes & Systems / SkillsCentralized vs. Decentralized
• Global Processes / Branding / Templates• Support regional differences
• Drive best practices – Centers of Excellence
• Use centralized Marketing Automation• Oracle Siebel systems
• Continuous improvement and Measurement is needed
• takes time/resources
• Higher value activities by higher skilled people• Give Marketer time to do Marketing
Cost & ComplexityDo more with the same $
• Business growth 20%YoY - Flat budget last 8 years • Need to Stretch Dollar
• Resource allocation and relocation
• Field Marketing vs. Corp Marketing
• fully loaded HC cost $125-175k – US based
• lower cost countries $25-35k
• Economies of scale
• Deal with growing Global Complexity • e.g. Privacy rules evolving and different per country
• Centralized Subscription / Suppression
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Type of Services
Marketing Shared ServicesWide Range of Offerings
• Business Shared Services• PO, Procurement, Yearly Plans, Program setups, Integrated Reporting, BI
• Demand Generation Shared Services• Email, Segmentation, Events, Online Monetization, Lead Management,
Transactional, Nurturing, Trigger Marketing, Sales Engagement, Advanced Analytics, Customer Privacy
• Operations & Systems Shared Services• Customer Data Quality, Infrastructure, Siebel systems, Process, Business Helpdesk
What we can do for you!
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Engage withShared Services
Engagement model
• Marketer • Files Service Requests using Request Portal
• Works with Regional Advisors for larger projects
• Marketing Shared Services• Teams per areas
• Service Level Agreements per tasks
• Global work queues
• Priority based
• First In First Out
• P1 Escalation
Sample: Initiate Manual Lead FlowWith links to process wiki
Monitor Request VolumesPer service type - volume / avg. time / per region etc.
Sample ibot / Dashboard for subset of services
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Marketing Execution
Campaign sample
www.oracle.com/ironman2
Global Siebel CRM
Initiative
Plan
Program
Fo
llo
w-u
p S
ale
s C
han
nels
Responses
Field Sales
Oracle Direct
Partners
Marketing Responses to SalesCapture and flow to Sales
Phone
Web
Direct
Mark
eti
ng
Ch
an
nels
GBU Sales
Search
Support Sales
Others….
InboundControls
- Match
- Clean
Physical Events
Workflow or Manual
PublisherEvents
Micro site
Ads
External Agencies (e.g. Starcom)
Ro
ute
/ A
ss
ign
Workflow
or Manual
ResponseCampaign
Follow UpCampaign
Marketing Assets / Best Practices
• Installed Based Focused
• Many assets available, never enough
• X-sell
• Up-sell
• Optimize Email
• Optimize Landing Pad
• Optimize Lead Flow
• Automated Triggers
• Drip Marketing
• Guidelines
Online Demand MonetizationComponent library for x-sell, up-sell
Best Practice Standards as starting point
Standard
225px width RHS column510px width content
W-Header
W-Content W-Login
W-Privacy
750 page width
Standard
Templates as starting point
510px width content
W-Content
• Compelling Intro
• Max 3 bullets
• Clear Benefit
• No distraction
Best Practice Guidelines
Measure Continuously – Never StopsGoal focused
1192 in-person events 1293 in-person events
End to End Reportingfrom eMail/tactic completely to Opportunity
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Marketing & Sales Alignment
Marketing & Sales Alignment1 Global Siebel CRM system
• Marketing can see Sales pipeline *)
• Sales can see Marketing activities *)
• Shared Services • Enable Marketers for in-depth conversations with Sales
• Reporting, Trends, “What did you do for me lately?”
• Lead management and Lead Flow, forecast
• Proactively Monitor - as their day job
>> Conversations Marketing & Sales much easier
*) Some security restrictions apply
Provide context to sales with LeadsIncrease Oppty creation through better info
Link to documents related to activity/event
• Any URL or document
• Central library for reuse
Shared Services • Checks for existence
• Takes content from execution
• Bridge between Sales and Marketing
Focus on Results – Marketing View
Responses
& Outcome
Marketing Leads & Call Outcome
Opportunities & Outcome/Value
Marketing Dashboard
Program Results Card
Shared Services:
• Defined / Feedback
Campaign
Marketing Leads – Sales View
Responses
Campaigns
Opportunities
Marketing Leads
Marketing / Sales Forecast
Role of Shared Services is expandingResult focused
Thank you!
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Questions?
