Rise of Marketing Automation_A discussion guide_ JFiur

THE RISE OF MARKETING AUTOMATION And why it matters to <company>

© 2013 Jonathan Fiur | All rights reserved

All eyes are on Marketing “…Marketing is the last bastion of unaccountable spend in corporate America.” Eric Schmidt CEO, Google


CMOs are under increased pressure

"Without exaggeration, I've seen more change in the CMO suite in the last year than perhaps the last 30 years combined.” Rich Vancil of IDC in 2013 Chief Marketing Officer Predictions

The pressure to be accountable to the business is not just a symptom of hard times; it is a permanent shift that requires new approaches, tools and skills. IBM 2012 Global CMO Insights Study

Nearly two-thirds of CMOs think return on marketing investment will be the primary measure of their effectiveness by 2015. But proving that value is difficult. Even among the most successful enterprises, half of all CMOs feel insufficiently prepared to provide hard numbers.


Trends converging in support of Marketing Automation

Marketing Automation

The investment shift from old media to new (digital) media

The measurable nature of digital to demonstrate

ROI

Buying process increasingly

marketing-driven The move to SaaS including maturing cloud-based marketing

offerings

CMOs required to demonstrate

revenue contribution


Marketing Automation closes the gap • Marketing Automation is an integrated approach that

enables the alignment of B2B Marketing and Sales to •  Create a measurable unified marketing-to-sales funnel •  Connect all relevant systems and processes including: Marketing,

Sales, CRM, Analytics, Content, Knowledge •  Demonstrate Marketing’s bottom line impact


Increasing spend, growth and clients Revenue growth for business-to-business (B2B) marketing automation systems, to reach $750 million in 2013. (Raab Associates)

Organizations investing in Marketing Automation in 2013 (BtoB 2013 Marketing Outlook)

Fortune 500 B2B companies that have adopted marketing automation but struggle to optimize it. (ClickZ Report)

Growth for IBM had around 20% its Enterprise Marketing Management (EMM) group from 2010 to 2011


Established, maturing & consolidating •  In 2012 alone three major acquisitions • Pardot by ExactTarget • BuddyMedia by

Salesforce • Eloqua by Oracle

Gartner’s 2012 Marketing Automation Magic Quadrant Ratings

Oracle pre-Eloqua acquisition


SO WHAT DOES THIS MEAN FOR COMPANY?


Build on existing strengths

Mobile

Communities CRM

Company is already delivering solutions at the intersection of business & technology


Build on expanding strengths

Mobile

SharePoint (KM)

Communities

CRM

Company is already considering expanding service delivery spaces


The next move: Marketing Automation

CRM

Communities

SharePoint (KM)

Marketing Automation

Mobile

Marketing Automation builds on existing work and yields opportunities for add-ons: •  Big Data •  Enterprise Marketing Mgmt •  Enterprise Content Mgmt

Account &Contact Profiles, Opportunities,

Revenue

Sales & Marketing Assets, intellectual capital,

enterprise dashboards

Engagement Activity, Lead scores and Marketing leads

Channel expertise repurposed for marketing

Channel expertise repurposed for marketing


Familiar engagements in a new area • All the same flavors of other technology projects and more

•  Definition/Design •  Vendor selection •  Business Process Definition/Reengineering •  Implementation •  Integration/Portfolio optimization •  Data

•  Warehouse •  Hygiene •  Insights

•  Analytics/Dashboards •  Lead-to-Revenue lifecycle •  Marketing effectiveness


Some challenges for Company • New venture “gaps”

• Expert resources •  Track record • Partners

•  Investment

• Mitigations • Good supply of qualified

contractors • Strong track record in

current space • Strong players in space

eager to extend reach

• Nominal, driven by business needs not speculation


In summary • Marketing must prove its contribution to the business and

use the tools (analytics) and language of the C-Suite • Marketing, not IT, is driving the technology and data

needs of an increasingly complex business development infrastructure

• Marketing systems -- web, email, blogs, social, events, etc. -- provide little ROI and insights unless they are integrated themselves, and linked to customer data

• Companies are looking for ways to be successful achieving the lead-to-revenue vision.

•  The cost of entry is low.


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Rise of Marketing Automation_A discussion guide_ JFiur