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
Category Description Examples Capability Availability /
Adoption Score (0-3)
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):
Good (Score: 0 – 12)
Better (Score: 13 – 24)
Best (Score: 25 – 33)
Your Score (Add
Column Above):
________________
3. Campaign Planning & Content Marketing
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)
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
the seeding, creation, nurturing and
acceleration of demand among prospects and
customers.
Eloqua, Marketo, Pardot
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):
Good (Score: 0 – 9)
Better (Score: 10 – 18)
Best (Score: 19 – 24)
Your Score (Add
Column Above):
________________
4. Sales Enablement & Lead 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)
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
the seeding, creation, nurturing and
acceleration of demand among prospects and
customers.
Eloqua, Marketo, Pardot
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):
Good (Score: 0 – 12)
Better (Score: 13 – 18)
Best (Score: 19 – 24)
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:
Outcome: Action Plan:
Customer Experience:
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:
Outcome: Action Plan:
Customer Experience:
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:
Outcome: Action Plan:
Customer Experience: