Exercise 1: Connecting Technology to Business Outcomes · Apigee, Mulesoft, Azure, Openshift, Informatica, Tibco Advanced Audience Analytics Part of the Data Science and Analytics

Exercise 1: Connecting Technology to Business Outcomes

1. Prioritize Your Top Business Outcomes:

____ New Customer Acquisition Other:

____ Repeat Customer Buy (Cross-sell / Upsell)

____ Install Base Migration

____ Subscription Adoption & Renewal

____ Operational Efficiency

2. Customer / User Experience Needs :

E.g. As a customer, I want to try and experience the product before I buy, As a customer, I want to

research on Cisco products with top competitors, As a marketer, I want to efficiently manage my digital

portfolio to maximize investment, etc.

3. BONUS: Business Capability Needs :

E.g. Paid Social Syndication, .COM Personalization, Marketing Automation, Insights to Sales, etc.

4. BONUS: Technology needs :

E.g. Email System - Eloqua, Content Management System, CRM, DMP, etc.

Exercise 2: Marketing Technology Maturity

1. Audience Management

Capability Availability / Adoption 0 - no adoption/capability

1 - capability exists but rarely used

2 - capability exists and is used consistently 3 - Capability exists and is embedded in all processes and always used

Category Description Examples Capability Availability /

Adoption Score (0-3)

Profile Data Management Enable organizations to acquire, validate,

transform and enrich individual contact and

Account/Company data HarteHanks, DiscoverOrg,

D&B, Synthio, Reach Force Customer Relationship

Management Enables organizations to capture single source

of customer data (individual & account) across

organizations Salesforce, Hubspot,

Microsoft Dynamics Transaction / Operational

Data Stores Enables organizations to capture, analyze and

understand “known” customer transactions /

activities across select / limited channels Oracle Data Stores, MySQL,

MS Access, IBM DB2 Data Management

Platforms Centralized platform that aggregates

“anonymous” first-party data, second-party

data and third-party data across channels to

enable paid media targeting, optimization &

.COM re-targeting & personalization

Oracle BlueKai, Adobe

Audience Manager,

Salesforce Krux

Persona Management Provides marketers to efficiently create and

manage b2b buyer persona’s with

demographic, psychographic & behavior traits Tandemseven, Cintell,

Akoonu, Hubspot, MS

Powerpoint*

Big Data Warehouses Provides organizations to capture “known” and

“anonymous” digital and non-digital customer

transactions across paid, owned & earned

channels

Hadoop (Hive & HBase),

Cassandra, NoSQL

Customer Data Platforms Customer data platforms consolidates and

integrates customer data in real time across

channels into a single, trusted repository that

supplies accurate 360 profile of the customer to

analytical and operational/engagement systems

Segment, Treasure Data,

mparticle, Evergage, Lytics

Data Supply Chain

Management – Data

Services Automation of the entire data supply chain of 3rd

party and 2nd party customer individual and

account data across the eco-system to enable

scale, adoption, efficiency & hygiene of data

buys

Apigee, Mulesoft, Azure,

Openshift, Informatica,

Tibco

Advanced Audience

Analytics Part of the Data Science and Analytics platform

to enable machine language based Audience

clustering & Segmentation IBM Watson, Google

BigQuery, DataStax Scoring (Circle One):

Good (Score: 0 – 12)

Better (Score: 13 – 18)

Best (Score: 19 – 24)

Your Score (Add

Column Above):

________________

2. Omnichannel Orchestration

Capability Availability / Adoption

0 - no adoption/capability

1 - capability exists but rarely used 2 - capability exists and is used consistently

3 - Capability exists and is embedded in all processes and always used



Web Content

Management Web content management (WCM) solutions

enable organizations to create, manage and

measure the impact of Web site content. Adobe Experience

Manager; Sitecore;

Wordpress

Marketing Automation

Platform A marketing automation platform (MAP) enables

the seeding, creation, nurturing and

acceleration of demand among prospects and

customers.

Eloqua, Marketo, Pardot

Social Media Management

/ Intelligence Critical component for listening to and analyzing

market trends and capturing brand, product and

audience insights. Oracle Social Cloud,

Hootsuite, Spredfast Web Analytics Track activity and engagement of visitors to

help marketers measure their marketing and

Web site activities. Adobe Analytics, Google

Analytics, WebTrends Event Management Provides marketers with a range of solutions to

improve event logistics and/or event

experience for organizers and attendees. Cvent, Lanyon, Certain

Call Center Management Help teleprospectors and reps connect with

prospects by automating parts of the dialing

process. InsideSales.com

Web Personalization Enables organizations to deliver dynamic

content to buyers based on audience, visitor

behavior or intent to drive engagement Evergage, Bound,

Optimizely Marketing Performance Help assign won revenue values back to the

marketing tactics with which buyers engaged

along their path to purchase. Domo, Bizible, Full Circle

Insights Customer Journey

Mapping Helps organizations depict, design, analyze and

optimize their customers’ experience during the

purchase or post-sale journey. Canvanizer, LeanData,

Akoonu Intent Monitoring Tracks and monitors digital evidence when

buyers are consuming content, conducting Web

searches, visiting Web sites, and engaging in

discussions on social media and in online

communities.

Madison Logic, Bombora,

MRP

Predictive Analytics Prioritize leads by applying statistical algorithms

to marketing automation data, SFA data and

third-party data.

6sense, Mintigo,

Leadspace, Lattice Engines Scoring (Circle One):




Your Score (Add

Column Above):

________________

3. Campaign Planning & Content Marketing







Web Content

Management

Web content management (WCM) solutions

enable organizations to create, manage and

measure the impact of Web site content.

Wordpress, Adobe

Experience Manager,

Hubspot

Marketing Automation A marketing automation platform (MAP) enables



customers.


Digital Asset Management House assets of all types, including thousands

of asset variations (e.g. multiple renditions,

languages, photos, logos, copy).

ADAM, Adobe AEM Assets,

Content Management

Platform

Content marketing software helps define and

manage an end-to-end content process.

Percolate, Kapost,

NewsCred

Customer Journey

Mapping

Helps organizations depict, design, analyze and

optimize their customers’ experience during the

purchase or post-sale journey.

Canvanizer, LeanData,

Akoonu

Interactive Content

Display

Help marketing departments create engaging

visual content assets without the need for

advanced design resources.

Ion Interactive, Uberflip,

Turtl, LookbookHQ

Content Performance Helps measure content performance in terms of

customer engagement, conversion and

efficiency and optimize over time.

Domo, Bizible, Full Circle

Insights

Marketing Resource

Management

Enables organizations to manage marketing

planning, budgeting, project management,

asset management and performance analytics.

Allocadia, Anaplan

Natural Language

Generation

Natural language generation (NLG) is the use of

artificial intelligence (AI) programming to

produce written or spoken narrative from a

dataset.

Automated Insights, Arria

Scoring (Circle One):




Your Score (Add

Column Above):

________________

4. Sales Enablement & Lead Management







Salesforce Automation SFA platforms are the backbone of the sales

toolkit. Their ability to increase reps’ efficiency

is critical. SalesForce, Dynamics,

NetSuite Marketing Automation

Platform A marketing automation platform (MAP) enables



customers.


Profile Data Management Helps users acquire, validate, transform and

enrich contact and account data. LeadSpace, Oceanos, Harte

Hanks Performance Analytics -

Sales The primary purpose of sales performance

analytics technology is to analyze sales' internal

performance Qlik, Xactly, Insight Squared

Sales Learning and

Coaching Help dynamically deliver, support and measure

training and create performance improvement

among sales teams HireVue, Brainshark, Allego

Sales Asset Management Manages the creation, storage, and distribution

of sales training and enablement assets Seismic, Savo, Callidus

Cloud Customer Success

Management Leverages automation and analytics to provide

insight into customer relationships and help

accomplish relationship goals. Gainsight, Servicesource,

Configure, Price & Quote Create product configurations, associate them

with pricing models, and allow reps to create

quotes and proposals. Domo, Bizible, Full Circle

Insights Scoring (Circle One):




Your Score (Add

Column Above):

________________

Exercise 3: Audience Management

1. Capture your next marketing technology action for Audience Management. Take into account

the business outcomes and customer experience requirements captured in Workshop 1:

Outcome: Action Plan:

Customer Experience:

Exercise 4: Omnichannel Orchestration

1. Capture your next marketing technology action for Omnichannel Orchestration. Take into

account the business outcomes and customer experience requirements captured in

Workshop 1:



Exercise 5: Campaign Planning & Content Marketing

1. Capture your next marketing technology action for Campaign Planning & Content Marketing.

Take into account the business outcomes and customer experience requirements captured in

Workshop 1:



Exercise 6: Sales Enablement & Lead Management

1. Capture your next marketing technology action for Sales Enablement & Lead Management.

Take into account the business outcomes and customer experience requirements captured in

Workshop 1:



Documents

Exercise 1: Connecting Technology to Business Outcomes · Apigee, Mulesoft, Azure, Openshift, Informatica, Tibco Advanced Audience Analytics Part of the Data Science and Analytics