The Best of ITSMA’s 20th Annual Conference

The Best of ITSMA’s 20th Annual Conference

The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 2

Conference Kickoff & Opening Remarks

Dave Munn

President and CEO

ITSMA


Opening Remarks: Five Priorities for Marketers

1. Use metrics that matter – Only half of marketers think metrics are

important, and they often measure

efficiency rather than effectiveness and

don’t link to business outcomes

– Consequently, few CEOs and CFOs use

marketing’s metrics

2. Use technology effectively – Most marketers think tech will be

increasingly critical to marketing, yet two-

thirds are underinvested in it

3. Be relevant and personalized – Overwhelmed buyers respond only to the

most personal and relevant

– Most B2B marketers aren’t yet B2I

(business to individual)

4. Do thought leadership selling – Only one company in five is effective at

using thought leadership to sell

– Marketers need to provide better training,

customization, and support

5. Create a proactive and adaptive

marketing culture – Marketers face constant disruption

– How can marketing leaders become

proactive, collaborative, and better at

anticipating opportunities and threats?


Marketing as an Accountable Business Partner and Revenue Center

Karen Walker

Senior Vice President

Global Marketing

Cisco Systems


Marketing as an Accountable Business Partner and Revenue Center

Our new North Star: revenue.

Optimize every aspect of the

portfolio to drive revenue

Over half of marketers have a

revenue goal—and it’s going up

We’re still Mad Men, but are also

Math Men: turning data into

stories that lead to actions

resulting in revenue

Focus first on strategic goals,

then tactics

Learn to be repeatable and

predictable in driving revenue

Make explicit pacts with sales on

rules for leads and follow up

Events are still important, but

merge the physical and digital to

track customer experience and

sales opportunities


Measuring & Communicating

Marketing’s Value

Nick Panayi

Director

Global Brand &

Digital Marketing

CSC


Measuring & Communicating Marketing’s Value

Technology brings data, data brings

knowledge, and knowledge is power – With the marketing dashboard, senior

executives see marketing’s

contribution to total contract value

(TCV), updated daily, dynamically

– Drill-down data provides sales with

funnel metrics and individual lead

details

To market smarter, CSC had to build

a digital infrastructure – 45 best-of-breed tools, integrated

seamlessly into a single ecosystem

– A hub and spoke model with the

customer management system (CMS)

as the core brain

The right people are the lynchpin for

success – People understand the information

and context

– People communicate with executives

and sales

Dashboards are great rearview

mirrors; the real value comes from

predictive analytics – Use digital body language to identify

leads before they raise their hands

– Create an index score to predict

impact of a piece of content

Data and analytics enable content

personalization: marketing to

individuals and accounts


How Buyers Consume:

Content, Knowledge, and

Wisdom

Julie Schwartz

SVP, Research and

Thought Leadership

ITSMA


How Buyers Consume: Content, Knowledge, and Wisdom

Today’s buyers are hungry for

knowledge. They spend a lot of time

educating themselves. The bigger the

buyer, the more time they spend.

Two trends:

– There is a need for person-to-

person connections

– The role of SMEs is expanding

45% of buyer time is spent talking to

people (versus 55% reading online

and in print)

– Half of this time is spent with peers,

especially those within the company

– The other half is with SMEs, sales,

and at events

Buyers are happy to talk to sales –

76% are satisfied with their most

recent sales experience

SMEs are the top people-based

source for all functions except lines of

business, where they are number two

– Most buyers have good access to

SMEs, but there is room for

improvement

– The most credible SMEs are those

who demonstrate knowledge of the

buyer’s business

Top takeaways:

– Buyers can’t learn it all digitally;

they need to interact with people

– Online, offline, and people-based

interactions need to be seamlessly

integrated

– The people they most want to talk

to are your SMEs – and since there

aren’t enough, you have to find

ways to scale them.


Enabling Sales with New

Playbooks, Mobile Apps,

Services-led Offers, and More

Barb Robidoux

Vice President

Services Marketing

EMC


Enabling Sales with New Playbooks, Mobile Apps, Services-led Offers, and More

There are always two sales that you

have to make:

– Final customer

– Salespeople who talk to the

customer

We created a free IT Transformation

Workshop for the final customer.

Then we actively marketed it to sales

via:

– Playbook available via mobile app

– Annual training program, led by

SME “rock stars”, with pre-work,

role-playing, pitch certification,

application of best practices to real

accounts

– Blog posts with links to materials

– Email to sales by VP America Sales

The workshop had three stages:

survey, benchmarking, and a write up

at the end

30-question survey to benchmark

customers relative to peers

– Facilitated dialogue about next

steps

– Kept tangible to get buy-in from

salespeople who sell products

– Sales loved it; the workshop

qualifies customers, moves them

along purchase journey


Developing Thought

Leadership Sellers:

Can Marketing Meet the

Challenge?

Dave Stein

Renowned Sales

Consultant, Trainer,

Author, and CEO of

ES Research Group


Developing Thought Leadership Sellers: Can Marketing Meet the Challenge?

Beware the right-brained sales-person;

logic and analysis work better than intuition

and charisma

To become trusted advisors, salespeople

need to:

– Manage customer’s perception of value

– Think strategically

– Be a better consultant

– Define and position solutions

Which requires:

– Financial acumen

– Research skills

– Industry and customer knowledge

Sales needs help in:

– Communicating value, not features/specs

– Measuring value for each persona within

customer organization

– Explaining the “how” and the “by how

much” in addition to the “what”

– Providing simulations, models, and case

studies to capture mindshare

Seek out the value buyer, not the

commodity buyer, who seeks:

– Long-term solution, not a quick fix

– Long-term partner, not vendor-on-

demand

– Long-term strategy, not day-to-day

tactics

– Planned investments, not lowest prices

– A view of the future, informed by the past

– A desire to lead, not just survive


Marketing Leaders Panel:

Digital Engagement and the

Evolving Role of Marketing

Facilitated by Jane Hiscock, President,

Farland Group

John Kennedy, Vice President,

Marketing IBM Global Business

Services

Eileen Lynch, Senior Vice President,

Marketing, Thomson Reuters

Roberto Ricossa, VP, Marketing &

Inside Sales, Avaya


Marketing Leaders Panel: Digital Engagement and the Evolving Role

of Marketing

Business buyers are consumers, too;

consumers now have higher expectations—

which spill into the business realm as well.

Marketers have a difficult job, but can also

be more effective, due to: – Transparency

– Personalization

– The rise of communities of like-minded

people

– Need for two-way communication, not

broadcasting

Don’t just target companies; target

individuals within companies—as well as the

influencers who surround each individual

There is no single content strategy; there are

many kinds of content offering different

value to different people – Learn from online journalists, who create

different versions for SEO, Tweeting, or

clicking into a site

– Salespeople almost need a script. Read your

content aloud. Is it simple and short? Would

you feel comfortable saying the words?

Transparency has had an impact on brand

building: – Brands used to be built through promotion

– Now what happens inside is almost as

visible as what happens outside

– The brand is the culture, the people, the full

operational characteristics of the company

– Marketers need to leverage what’s inside

the walls—especially the people

ROI = return on interesting; to content

consumers, if it’s interesting, they share it

Think beyond leads and pipeline to how

you can enable sales to close deals


Powering Growth through

Digital Advantage:

The B2B Perspective

David Edelman

Partner

Marketing & Sales Practice

McKinsey & Co.


Powering Growth Through Digital Advantage: The B2B Perspective

Digital is not about more. It’s about a different way

of engaging with customers and it requires

fundamental shifts in how you approach the

market.

“Digital” is also a misnomer. It’s multi-channel.

Clients want many ways of learning:

– Publishing and webcasts

– In-person speakers and conversations

– Talking to other clients

– Ability to convene people and facilitate meetings

is almost as valuable as the content itself

Think about core content themes used across

channels—that can be repackaged and reused

while presenting consistent themes.

– Spreading diverse content around has less

impact

– Themes should present a strong use case—

unlike what’s found on a hierarchical, catalogue-

like website

– Our theme: powering growth requires creating

some kind of digital advantage; sub-topics

support this larger theme

Services companies used to build the corporate

brand to the exclusion of people. Now customers

want authenticity and transparency—a dialogue

with individuals. Which drives:

– Use of social media

– Speaking through third-party forums (HBR,

Forbes)

– Metrics need to focus on intermediate steps.

There is no direct path from a Tweet to a deal.

– How many followers—and who are they?

– How many new conversations?

– How many face-to-face meetings and with

whom?


Engagement in the Era of

the Millennial

John Della Volpe

Founder & Managing

Partner, SocialSphere

and Director of Polling at

Harvard’s Institute of

Politics


Engagement in the Era of the Millennial

Millennials are the largest generation in history—one-

third of the global population and about a trillion dollars

in the US economy.

– They give back. They’re connected to society. They

value relationships.

– Ideal of sharing online is deeply embedded. They

have shared online every day of their lives.

– They expect everyone to be connected all the time.

It is easy to find a lot of information about individual

people who are online: age, race, location, clothing, PC

or Mac, music, political affiliation, and so on.

– For instance, a prominent early voice from the Arab

Spring in Egypt— who now has a half-million Twitter

followers—was Alya el-Hosseiny.

– Angry at America but also loves lasagna, Nirvana,

and The Simpsons.

– Alya is a window into thousands of like-minded

Egyptians.

The job of marketers is to find the Alya’s that matter to

their organizations.

– It’s a win-win, since you need their feedback to

shape the future of your project, and they want to be

recognized and play a role.

– Bring them into your CRM system and court them as

key influencers.

– Count their readers and aggregate the number of

impressions that they can drive.

“Orbit” measures elements driving online influence:

– Onsite engagement (broadcast or dialogue?).

– Reach of audience (1,000 followers puts you in the

top 5% of Twitter users).

– Bias (point of view).

– Influence (likelihood of retweeting).

– Topicality (frequency of creating engaging content).

Tweaking elements where you’re weak—for instance,

engaging rather than simply broadcasting—can

increase your influence.


Marketing Leaders Panel:

Leading Marketing Change

and Transformation

Facilitated by Bev Burgess,

Senior Vice President, ITSMA

• Julie Johnson, Executive Director,

Industries & Marketing, KPMG

• Steve Pinedo, Vice President,

Services Marketing, Oracle

• David B. Lee, Vice President,

Marketing, Strategy & Sales Enablement, Dell Services


Marketing Leaders Panel: Leading Marketing Change and Transformation

As products and deployment options

proliferate, it’s difficult for customers

to put them all together into a

coherent whole; that’s an opportunity

for marketing

Learn what your peers in sales do

– At Frito-Lay, executives board a

delivery truck to learn what the

salesperson—the delivery person—

has to know and do

– Deals and customer relationships

are our trucks. Commit to sit in front

of a customer throughout the sales

cycle. Learn what the salesperson

goes through—what enables and

what disables.

– Try to go arm-in-arm with sales to

customers saying, “We’re in this

together. Our metrics are the

same.”

Focus on stories—and never leave

out the “how” part. Not just victories,

but how the victory was achieved:

– The value proposition

– How it was communicated

– How the competition was disarmed

– How they can do it themselves

Create formal mechanisms to enable

voice of the customer such as Net

Promoter Score and Customer

advisory boards; map everyone

against those metrics


A Sampling of ITSMA Articles and Research

Strategy &

Market

Planning

How Buyers Consume Content, Knowledge, and Wisdom

Elevating Brand Perceptions: How TCS Reframed its Peer Group

ITSMA’s 2013 State of the Marketing Profession Address

Repositioning for SMAC: Seven Rules for a New Era

It’s a Marketing SMAC-down: Why You Need to Reposition Your Company

Marketing Transformation: Are We There Yet?

How Marketing Can Lead: The CMO as a Strategic Systems Thinker

Marketing for Impact: Five Strategic Imperatives for Growth

Portfolio

Management

From Complex to Comprehensible: Juniper Transforms the Services Portfolio

How Marketing Can Facilitate the Go-to-Market Strategy

Internal &

External

Communications

Professional Services and Solutions, 2012 Brand Tracking Study

How Dell Mobilized a Disciplined Army of Social Media Ambassadors

How to Market to Traditional and B2B Social Buyers

Triple Your Pipeline, Cut Churn, Expand Your Reach: Lessons from DocuSign

Sales

Enablement

ITSMA Online Survey: Thought Leadership Selling: How to Help Sales Influence Customers with Ideas

Microsoft’s ABM Metrics: Making the Case to Scale Up

Marketing

Operations

2013 ITSMA/VEM/Forrester Marketing Performance Management Survey: Increasing Marketing’s Relevance to the Business

Why You Need a Chief Marketing Technologist

Clean Up Your Data: Best Practices in Data, Modeling, and Metrics

Adopting Marketing Technology: Six Best Practices

Creating Great Marketing Dashboards

Realizing the Promise of Marketing Technology

Services Marketing Budgets and Benchmarks: 2013 Budget Allocations and Trends

For more ITSMA research, visit ITSMA’s Online Library at http://www.itsma.com/research/online-library/

http://www.itsma.com/research/how-buyers-consume-content-knowledge-and-wisdom/

http://www.itsma.com/research/how-tcs-reframed-its-peer-group/

http://www.itsma.com/research/itsmas-2013-state-of-the-marketing-profession-address/

http://www.itsma.com/research/repositioning-for-smac-seven-rules-for-a-new-era/

http://www.itsma.com/research/reposition-your-company-for-smac/



http://www.itsma.com/research/marketing-transformation-are-we-there-yet-2/

http://www.itsma.com/research/the-cmo-as-a-strategic-systems-thinker/

http://www.itsma.com/research/marketing-for-impact-five-strategic-imperatives-for-growth/

http://www.itsma.com/research/juniper-transforms-the-services-portfolio/

http://www.itsma.com/research/how-marketing-can-facilitate-the-go-to-market-strategy/







http://www.itsma.com/research/professional-services-and-solutions-2012-brand-tracking-study/

http://www.itsma.com/research/dells-social-media-strategy/

http://www.itsma.com/research/market-to-traditional-and-b2b-social-buyers/

http://www.itsma.com/research/triple-your-pipeline-lessons-from-docusign/

http://www.itsma.com/research/online-survey-thought-leadership-selling/

http://www.itsma.com/research/microsofts-abm-metrics-making-the-case-to-scale-up/

http://www.itsma.com/research/increasing-marketings-relevance-to-the-business/

http://www.itsma.com/research/why-you-need-a-chief-marketing-technologist/

http://www.itsma.com/research/clean-up-your-data-best-practices-in-data-modeling-and-metrics/

http://www.itsma.com/research/adopting-marketing-technology-six-best-practices/

http://www.itsma.com/research/lessons-learned-from-developing-dashboards/

http://www.itsma.com/research/realizing-the-promise-of-marketing-technology-2/

http://www.itsma.com/research/services-marketing-budgets-and-benchmarks-2013/

http://www.itsma.com/research/online-library/





Thank You

David C. Munn President & CEO

ITSMA

[email protected]

+1-781-862-8500, Ext. 117

For more information, visit www.itsma.com

mailto:[email protected]?subject=AC13 Conference Highlights

http://www.itsma.com/