3 Strategies to Transform Your Organization for the Digital Age

3 Strategies to Transform Your Organization for the

Digital AgeHally PinaudPrincipal Product Marketing ManagerMarketo

WE LIVE IN

Transformative Times

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Your Customers Have Changed

Informed Audiences

Growing Expectations

Offer OverloadUp to 90% of a

Buyer’s Journey today is

self-directed.

64% say customer

experience is more important

than price.

Consumers see over 2900 marketing

messages a day.

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Resulting in a Customer Experience Delta

Increasing customer expectations.

Business as usual.

“In 2016, 89% of companies expect to compete mostly on the basis of customer experience.” Exceeding

Expectations

TransformationMarketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

THIS REQUIRES TRANSFORMATION

Across the Organization

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CEO

CIO

CMO

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Marketing is now expected to create exceptional brand moments at every customer touch point!

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Marketingknows the customer

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Chief Marketing Officer

to

Chief Experience Officer

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“86% of CMOsbelieve they will own the end-to-end

customer experience by 2020.”

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Techniques

Teams and Talent

Technology

Key Elements To Successfully Transforming Your Customer Experiences

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Techniques

Teams and Talent

Technology

Key Elements To Successfully Transforming Your Customer Experiences

Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

Create personalized experiences…

“Personalization at every touchpoint is now a prerequisite for CMOs who expect to own the customer

experience.” Kristin Lemkau, CMO, JPMorgan Chase

“Sixty-four percent (64%) of people say the customer experience

is more important than price in their choice of brand.”

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…by moving from monologues to dialogues

Signs you’re delivering

monologues

Batch emailsCold calls

Random adsStatic websites

Signs you’re delivering dialogues

Triggered emails

Warm callsRe-targeted ads

Personalized content

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i

Span the entire customer lifecycle…

Awareness

Engagement

Purchase

Retention/Loyalty

Growth

Advocacy

Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle 

Source: http://blogs.forrester.com/lori_wizdo/15-05-25-b2b_buyer_journey_mapping_basics ”

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i

…by spreading budgets across all stages

TOMORROW

Driving improvements in customer retention was one of the top areas where senior management’s expectation of marketing increased the most over the last yearSource: Gartner “CMO Spend Survey 2015-2016: Digital Marketing Comes of Age”

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i

The majority of CMOs believe revenue impact will be the

top most measured marketing metric by 2020

MARKETING MATURITY

LIFETIME VALUE

REVENUE

OUTCOMES

CLICKS

IMPRESSIONS

Measure What Matters

Source: Rise of the Marketer Report

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Techniques

Teams and Talent

Technology

Key Elements To Successfully Transforming Your Customer Experiences

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Traditional organizational

structuresare not designed to create great

customer experiences

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Channel-based silos are not effective

in an age where customers easily flow across channels

TV PRINT EVENTS

WEB DIGITAL

SOCIAL

MOBILE

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Siloed teams managing parts of the customer

lifecyclecan create inconsistent customer experiences

CREATE INCONSISTENT CUSTOMER EXPERIENCES

ACQUISITION RETENTION ADVOCACY

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Tomorrow’s Marketerneeds to create

nimble and fluid organizations

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Thinkers

Feelers

Doers

Data,Analytics,Modelling

Customer Behavior, Interactions

Content Creation, Project Management

Da Vinci

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Find the “Da Vincis”

who can orchestrate the customer experience across all

touchpoints Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

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Techniques

Teams and Talent

Technology

Key Elements To Successfully Transforming Your Customer Experiences

Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

If I don't understand technology.If I don't understand data. If I can't combine analytical and creative smarts, it's virtually impossible to be an effective CMO.”

Jonathan Martin CMO, Pure Storage

“My success is dependent on using technology in the broadest sense of the word.

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HOWEVER,THE TECHNOLOGY LANDSCAPE HAS EXPANDED SIGNIFICANTLYHowever, the technology landscape has expanded significantly

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You Need a Framework To Evaluate Your Digital Needs

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Framework To Evaluate Your Digital

Needs

MODELBUSINESS

GO-TO-MARKETSTRATEGY

ORGANIZATIONNEEDS

INTEGRATIONNEEDS

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MODELBUSINESS

GO-TO-MARKETSTRATEGY

ORGANIZATIONNEEDS

INTEGRATIONNEEDS

Business Model

• B2B vs B2C• Industry Needs• In-house vs Partner• Central vs Subsidiary

Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

MODELBUSINESS

GO-TO-MARKETSTRATEGY

ORGANIZATIONNEEDS

INTEGRATIONNEEDS

Go-To-Market Strategy

• Customers/ Prospects• Campaigns• Channels• Content

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MODELBUSINESS

GO-TO-MARKETSTRATEGY

ORGANIZATIONNEEDS

INTEGRATIONNEEDS

Organizational Needs

• Scale• Sophistication• Structure• Control / Governance• Services & Support

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MODELBUSINESS

GO-TO-MARKETSTRATEGY

ORGANIZATIONNEEDS

INTEGRATIONNEEDS

Integration Needs

• Single vs Multiple Vendor

• APIs• Data Migration• Data Sync Needs• IT Costs and Support

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Tomorrow’s Marketer must rely on technologies that:

Integrate all marketing channels

Integrate all customer touchpoints

Integrate the entirecustomer lifecycle

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are now partnering to make key technology decisions

Marketing and IT

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Microsoft’s Digital Marketing HubChiefMartec.com 2017

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Techniques

Teams and Talent

Technology

Key Elements To Successfully Transforming Your Customer Experiences

Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

Tomorrow’s Marketer must never leave the side of the customer

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Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

Thank you!

Hally PinaudPrincipal Product Marketing ManagerMarketo