ENTERPRISE MARKETING SOLUTIONS. Enterprise Marketing Solutions Enterprise Resource Planning Internal facing applications Dominated by legacy client/server

ENTERPRISE MARKETING SOLUTIONS

Enterprise Marketing Solutions

Enterprise Resource Planning

Internal facing

applicationsDominated by legacy

client/server model

Enterprise Marketing Platform

Customer facing

applications

Dominated by Cloud

SaaS model

ERP EMP


MARKETING/SALES APPLICATIONS

ARCHITECTURE TOTAL PROJECT COST % IT % BUSINESS PROCESS

Client/Server 1.0 40% 60%

Cloud/Mobile SaaS .7 20% 80%

Enterprise Marketing is a Business Process Problem!

Implementation


What is the COBRA 3D Enterprise Marketing Process?

• Defining market demand and partitioning the market into actionable segments

• Utilizing product management analytical methods to precisely position product lines

• Utilizing channel management analytical methods to optimize total market coverage/net profit

• Defining an effective marketing strategy and precise branding investments

• Defining and executing a coordinated marketing (conventional, web/mobile, PR) communications plan

• Creating an enterprise marketing platform to coordinate, measure and adapt marketing investments


Three Dimensions of the Enterprise Marketing Process

• To effectively execute a winning business strategy, marketing management must be planned and executed in three dimensions:

Analytical processes

Branding processes

Technology execution


ANALYTICSThe discovery and

communication of meaningful patterns in data

• Market research — Quantifying markets and segments• Product management — Optimizing product offerings• Channel management — Maximizing market coverage

Analytical Processes


Branding Processes

BRANDINGCreating a relationship with customers by giving life to a

product and/or service

• Marketing strategy: Converting analytics into clear, concise messages and creating a framework for marketing investments to targeted segments, in order to gain the desired competitive advantage

• Creative development: Converting the marketing strategy into unique, intuitive images that personify the essence of the strategy

• Marketing communications: Developing a blended mix of conventional, web/mobile, and social networking communications to effectively execute the marketing strategy


Technology Execution

TECHNOLOGY An Enterprise Marketing Platform

• Technology is as critical to marketing success today as the analytical and branding processes

• Advanced marketing software applications have developed at an incredible rate over the past years

• However, to be effective, proactive, and adaptive, these marketing technology investments must be approached as an integrated set of capabilities


Enterprise Marketing Platform Defined

An integrated, coordinated, customer facing technology platform that manages all external views and interactions with the business (similar to an ERP internal system) including:

1. Web content management — Product/company information

2. E-commerce functions3. Customer relationship management (CRM)

functions4. Marketing automation system (MAS)

functions5. Learning management system (LMS)

functions6. Social networking tools7. Business intelligence tools


ENTERPRISE MARKETING PLATFORM

Content Management

E-Commerce Functions

CRM Functions

Marketing Automation Functions Learning

Management Functions

Social Networking Functions

Data Analytics Functions

Select the specific set of functions required for marketing plan execution

Enterprise Marketing Platform Components


TRAINING

TECHNOLOGY

TALENT

Enterprise Marketing Platform Example Architecture


www.ProjectExecution.com

TRAININGTOOLS

training.projectexecution.com

COBRA 3D® based learning management system

and products

TECHNOLOGY PLATFORM

technology.projectexecution.com

ProjexPress® based open source, configurable

project management platform and products

STAFFINGSOLUTIONS

talent.projectexecution.com

Project Execution Network purpose-built social network and

staffing platform

E-COMMERCE TRANSACTIONS

CRM

BUSINESS INTELLIGENCE

SAMPLE


• A cloud-based, highly-scalable, mobile-friendly platform

• Integrated data/e-commerce technologies• Content management• Online training (learning management system)• Physical product sales (inventory control/shipping/tax collection)• Virtual product sales (memberships/subscriptions/seminar

bookings/downloadable products)• Professional services engagements (locate/negotiate/book/bill)• Client/member social networking• Payment processing• Integrated CRM• Integrated business intelligence

Enterprise Marketing Platform Components


• Conventional marketing techniques

• Publicity/public relations techniques

• Web/mobile marketing techniques:

• Basic EMP design• SEO• Content marketing• Email marketing• Inbound marketing• Social network marketing• Online PR• Web/marketing analytics• Ad retargeting• Real time marketing• Online learning programs

Marketing Strategy Execution

Apply marketing best practices to enterprise marketing platform


Deliverables/Metrics - Examples

Generate leads - #

Develop and characterize leads – A, B, C

Supply sales team with pipeline of qualified leads – A

Support sales team activities/processes – A/Close/Win

Build enterprise relevant communities – # members

Support order fulfillment process – % satisfied

Support customer satisfaction process – % repeat

Sales impact metrics must be used as the basis for marketing performance


Enterprise Marketing Skill Sets

• Strategic planning• Strategy development• Marketing/sales plan

development• Financial planning/analysis

• Market research• Product/brand

management• Sales/marketing channel

management• Marketing

communications• Traditional media• Digital media/social

media/search optimization• Publicity/public relations• Direct marketing• Concept development• Event planning

• Creative services• Writing• Graphic design• Photography/illustration• Audio/video production• Content management• Copy editing

• Technology implementation

• Website development• Database development• Programming/API integration• Hosting/cloud server

configuration• E-commerce systems/payment

gateways• Learning management systems• Customer relationship

management systems• Business intelligence tools

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Project Execution Network LLC2009 Mackenzie Way, Suite 100 • Cranberry Township, PA 16066 •

www.ProjectExecution.com

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ENTERPRISE MARKETING SOLUTIONS. Enterprise Marketing Solutions Enterprise Resource Planning Internal facing applications Dominated by legacy client/server