Rene Saltzherr Oracle SiriusDecisions Summit2010 - Demand Center

Who washes your car?

Rene Saltzherr

Sr. Director Global Demand Marketing Services

Audience poll - Hide slide

• Who used carwash last 6 months?

• Who had help with their tax return?

• Who had someone else changed oil of their car?

• >> result many people rely on others services, so why

can’t marketing do the same?

Marketing Shared Services

Best Practices for Demand Centers

of the Future

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Agenda

• History of Shared Services @ Oracle

• Shared Services Offering

• Engagement Model

• Marketing Execution

• Marketing & Sales Alignment

Some Oracle Numbers

106,492 employees

$24 Billion (last 4Q)

6572 events per year

1.6M Marketing Leads / year

350M emails / year

6M software downloads / year (pre-Sun)

Strategy Content Package Execute Results

Campaign Development & ExecutionWho does what?

Product

Marketing

Campaign

Marketing

Campaign

Marketing

Campaign-

Field-

Event-

Marketing

Support from Shared Services

Sales &

Marketing

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Short History Lesson:

How Shared Services evolved

Shared Services - History

Almost

No Service

2002

Shared Service

2005

Self Service

1999

Processes & Systems / SkillsCentralized vs. Decentralized

• Global Processes / Branding / Templates• Support regional differences

• Drive best practices – Centers of Excellence

• Use centralized Marketing Automation• Oracle Siebel systems

• Continuous improvement and Measurement is needed

• takes time/resources

• Higher value activities by higher skilled people• Give Marketer time to do Marketing

Cost & ComplexityDo more with the same $

• Business growth 20%YoY - Flat budget last 8 years • Need to Stretch Dollar

• Resource allocation and relocation

• Field Marketing vs. Corp Marketing

• fully loaded HC cost $125-175k – US based

• lower cost countries $25-35k

• Economies of scale

• Deal with growing Global Complexity • e.g. Privacy rules evolving and different per country

• Centralized Subscription / Suppression

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Type of Services

Marketing Shared ServicesWide Range of Offerings

• Business Shared Services• PO, Procurement, Yearly Plans, Program setups, Integrated Reporting, BI

• Demand Generation Shared Services• Email, Segmentation, Events, Online Monetization, Lead Management,

Transactional, Nurturing, Trigger Marketing, Sales Engagement, Advanced Analytics, Customer Privacy

• Operations & Systems Shared Services• Customer Data Quality, Infrastructure, Siebel systems, Process, Business Helpdesk

What we can do for you!

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Engage withShared Services

Engagement model

• Marketer • Files Service Requests using Request Portal

• Works with Regional Advisors for larger projects

• Marketing Shared Services• Teams per areas

• Service Level Agreements per tasks

• Global work queues

• Priority based

• First In First Out

• P1 Escalation

Sample: Initiate Manual Lead FlowWith links to process wiki

Monitor Request VolumesPer service type - volume / avg. time / per region etc.

Sample ibot / Dashboard for subset of services

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Marketing Execution

Campaign sample

www.oracle.com/ironman2

Global Siebel CRM

Initiative

Plan

Program

Fo

llo

w-u

p S

ale

s C

han

nels

Responses

Field Sales

Oracle Direct

Partners

Marketing Responses to SalesCapture and flow to Sales

Phone

Web

Direct

E-mail

Mark

eti

ng

Ch

an

nels

GBU Sales

Search

Support Sales

Others….

InboundControls

- Match

- Clean

Physical Events

Workflow or Manual

PublisherEvents

Micro site

Ads

External Agencies (e.g. Starcom)

Ro

ute

/ A

ss

ign

Workflow

or Manual

ResponseCampaign

Follow UpCampaign

Marketing Assets / Best Practices

• Installed Based Focused

• Many assets available, never enough

• X-sell

• Up-sell

• Optimize Email

• Optimize Landing Pad

• Optimize Lead Flow

• Automated Triggers

• Drip Marketing

• Guidelines

Online Demand MonetizationComponent library for x-sell, up-sell

Best Practice Standards as starting point

Standard

225px width RHS column510px width content

W-Header

W-Content W-Login

W-Privacy

750 page width

Standard

Templates as starting point

510px width content

W-Content

• Compelling Intro

• Max 3 bullets

• Clear Benefit

• No distraction

Best Practice Guidelines

Measure Continuously – Never StopsGoal focused

1192 in-person events 1293 in-person events

End to End Reportingfrom eMail/tactic completely to Opportunity

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Marketing & Sales Alignment

Marketing & Sales Alignment1 Global Siebel CRM system

• Marketing can see Sales pipeline *)

• Sales can see Marketing activities *)

• Shared Services • Enable Marketers for in-depth conversations with Sales

• Reporting, Trends, “What did you do for me lately?”

• Lead management and Lead Flow, forecast

• Proactively Monitor - as their day job

>> Conversations Marketing & Sales much easier

*) Some security restrictions apply

Provide context to sales with LeadsIncrease Oppty creation through better info

Link to documents related to activity/event

• Any URL or document

• Central library for reuse

Shared Services • Checks for existence

• Takes content from execution

• Bridge between Sales and Marketing

Focus on Results – Marketing View

Responses

& Outcome

Marketing Leads & Call Outcome

Opportunities & Outcome/Value

Marketing Dashboard

Program Results Card

Shared Services:

• Defined / Feedback

Campaign

Marketing Leads – Sales View

Responses

Campaigns

Opportunities

Marketing Leads

Marketing / Sales Forecast

Role of Shared Services is expandingResult focused

Thank you!

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Questions?