A Herculean Story from Intuit’s Global Marketing Automation Rollout Scaling the Soft Stuff to Unlock Technology Upside Jaemi Bremner, Intuit LinkedIn: jaemibremner Pat Spenner, CEB  LinkedIn: patspenner

Lament of the Marketing Leader

“YESSSS!!!!!”   “…aaaand,    here’s  where  we’re  stuck.”  

“A  li;le  help?”  

From Orchestras to Jazz Bands

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The Danger of Bolt-Ons

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Consumers   Small  Businesses   AccounBng  Professionals  

Intuit Mission and Our Customers

To improve our customers’ financial lives so profoundly… they can’t imagine going back to the old way

Orchestrating the Shift to Jazz

s

Customer Experiences

s s

MarkeFng  Technologist  

Source: Intuit

Customer Experience

Deliver Awesome CX

Win Together

Product

Marketing Sales

Omnichannel CX Delivery

Global Lead Management

Customer Experience Platform

Global Capability Enablement

IT

Care

Consumers Small Businesses

Accounting Professionals

The Challenge: Building Capabilities Concurrently with Martech

2016 February Blueprint Completed

March Eloqua Selected

July Eloqua Deployed US & UK On boarded

December Verticurl Selected France Enabled

January US Enabled UK Enabled

Fall Redundant ESPs Retirement in EMEA and APAC

Source: Intuit

June AU, CA and BR on boarded

2015

The Answer: Simple?

Source: Intuit

The Journey

CX Vision

Deliver Awesome CX at every Intuit touch point

Capability Strategy

Enable employees to deliver awesome CX across every Intuit touch point

Martech Architecture

Build a durable, scalable & secure CX platform to fuel Intuit vision & strategy

Source: Intuit

Martech’s “True North” is Customer Experience Vision Enablement

Intuit customers experience seamless and continuous “right for me” messages from any Intuit touch point delighting them to be customers for life.

Customer Experience Platform (CXP) will enable our employees to deliver awesome experiences via personalized content, data and audiences throughout the customer lifecycle.

Product Marketing

Sales Care

Manage Content

Manage Audiences

Manage Data

Acquire  

Acquire

Nurture Retain

Customer Experience

Source: Intuit

Orchestrating the Change through a Marketing Capabilities Blueprint

Customer Segmentation

Data Aggregation & Correlation

Lead Capturing

Lead Nurturing

Lead Scoring

Omnichannel Campaign Delivery

Campaign Testing (A/B)

Customer Data Analytics

Research Insights

Segmentation

CX Definition (Personas / Journeys)

Touchpoint and Content Strategy

Trends & Insight

Predictive Analysis

Content Publication Management

Content and Asset Production

Agency Management

Targeting/Re-Targeting

Budgeting and Forecasting

Planning

Financial Tracking

Campaign Calendar

Reporting & Visualization

Tag Management

Audience Management

Care Sales

Ad Management

Media Optimization

SEM

Traffic Acquisition

SEO

Campaign Planning

Billing & Revenue Management Governance

Marketing  

Adjacencies  

Commerce & Pricing

Lead Management Campaign Management Customer Experience Content and Asset Management

Marketing Resource Management Analytics and Insights Media Management

Product

Phase I Marketing Automation •  ConFnues  to  add  to  our  current  global  investment  in  SFDC  

•  Gives  MarkeFng,  Sales  and  Care  to  work  in  concert  to  deliver  CX.  

Source: Intuit

What Does “Capability Driven” Really Mean?

Marketing Automation Spend* •  45% Enablement •  33% Deployment •  22% Licenses

People Process

Are you this… …or this?

Data Tech

Data Tech

Process People

* Source: Intuit

Capability Building Blocks: Enablement, Adaptation & Transformation

Exec Council

MarTech Team

Level 3: Major Business &

Technical Resourcing

Source:  Intuit;  CEB  analysis  

Playbooks from Day 1

Deployment and Program Onboarding

FAQ Business Requirements

Source: Intuit

Customer Experience Requirement Gathering Product Management Discipline: Product Discovery, Personas, Minimum “Awesome, User Stories

Estimation and Scoping Product Management Discipline: Product Roadmap,

Feasibility Assessment

Source: Intuit

Product Management as an Enabler to work as an “One Team”

Customer Experience Requirement Gathering Product Management Discipline: Product Discovery, Personas, Minimum “Awesome, User Stories

Iterative Development and Testing Product Management Discipline: Agile Development, Product

Validation, Prototype Testing, Rapid Response

Inform Marketing Leaders Early on Talent Enhancements Needed

Source: Intuit

CX Designer Marketing Manager

Audience Manager Marketing Data Analyst

Omnichannel Content Manager

Web Developer

Case-In-Point: Role Enhancement

Business Architecture Initiatives §  Role Enhancement and Increased Capabilities

Customer Experience Analyst

Sales Analyst

§  Processes and Workflows

It’s About the Customer...Advocate for Internal CX Capabilties

US: Trials

UK: Training for Certifications UK: Nurture Cold Leads from Sales Source: Intuit

Power of Influence Architecture

Source: Intuit

US

UK

•  Customer Experience Vision, Capability Strategy, then Martech Architecture.

•  Design Influence Architecture to complement your Martech Architecture.

•  Cultivate CX Designers, they are the new black of marketing talent.

•  Build global playbooks on day 1 to fuel knowledge pollination.

•  Spend 50% of your budget on capability building to ensure your technology investment has a ROI.

Takeaways

Herculean Effort is done by awesome people - the “One Team”

Executive Council

Americas

EMEA

Global Operations

IT

APAC

Past Year Accomplishments •  Global, secure and extensible

platform to build omnichannel customer experiences

•  Global enablement – All countries except IN by June 2016

•  21 campaigns in flight

Source: Intuit

q  Are you implementing tech or building capabilities?

q  Are you resourcing to build capabilities rather than just deploy tech?

q  On enablement (post-deployment), are you a 50%er?

q  Are your capabilities CX-focused or channel-focused?

q  Do you consider cultivation of future marketing skillsets and ways of working your responsibility as a marketing technologist?

Self Reflection