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8/3/2019 20080229 - ECSiebelAnalytics
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Siebel Marketing & Analytics Case StudyJoe McCall Regional Vice President
David Gwinup Project Manager
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Eagle Creek Software Services
225 Siebel CR
M/Analytics
Consultants
100% Dedicated to Siebel
Largest Dedicated SiebelIntegrator
Experience in 300+ Engagements
2+ Million Hours on SiebelImplementations
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Agenda
Business Case
Vision & Goals Functional Capabilities
Risks & Challenges
Benefits
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Background
Global Communications Products company
$30B+ revenues3 Business Units
Siebel CRM for partner managementAlready deployed to 1 Business Unit
Oracle/Siebel Software Strategy
Corporate directive for marketing platform
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Current Situation in B2B Marketing No centralized customer database & inconsistent profile information
Limited targeted campaign & preference management capabilities
Inability for strategic communication to Customers/Prospects across the businesses and
verticals
Inefficient ability to track leads from marketing through to sales
Accountability/visibility issues for campaign/lead management (No lessons learned)
Global email opt-out and preference management capabilities are limited
Opportunities Incremental revenue opportunities derived from better targeted marketing campaigns and
personalized communications
Marketing investment dollars can be better targeted with improved capability to measure
campaign effectiveness and return on objectives/investment
Improved marketing efficiencies can be realized by standard processes and tools
Reduced liability and risk through the deployment of a global opt-out/opt-in capability
Business Case
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Single Data Repository
and Customer Insight
Goal Aligned
Planning/Budget and
Global Marketing Calendar
Segmentation and
Campaign Management
Closing The Loop and
Measuring Real Time
Return on Objectives
Lead Management Permission-based
Marketing & Personalized
Customer Experience
Have a comprehensive solution for the complete design, execution, and management of
personalized, permission-based campaigns across different channels of customer
interaction
Long Term Vision
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Establish a global process framework for database
management, campaign management, lead management andoutbound email that accommodates required regional
variations with minimal customization
Deploy a global toolset to support the above capabilities that
can be integrated with other relationship marketing tools (e.g.Partner Relationship Management, sales force automation,
etc.)
Enable the capability to measure campaign effectiveness and
return on objectives / investment
Enable the capability to globally track email opt-outs & opt-ins
Phase 1 Goals
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Marketing Planning
Marketing planning done
inconsistently across
organization
Many marketing calendars
across Mktg Comm teams,
product marketing teams, etc.at global and regional levels
Limited opportunity to leverage
each others work
Consistent marketing plans and
goals (within Phase 1 user set)
which are aligned with
executive objectives
One marketing calendar in
Siebel for global and regionalcampaigns
Ability to leverage or reuse
creative assets and templates
developed by other users
(Produce for Reuse)
Consistent marketing plans and
goals across B2B Organization
which are aligned with
executive objectives
Total view of all marketing
activities across B2Borganization
Continue to drive non-working
dollars into working dollars
Optimize allocation of
marketing dollars
Today Tomorrow Phase 1 Future Phases
Changes: Siebel CRM will allow client to design & automate targeted marketing campaigns & programs Set program and campaign goals that tie to a marketing plan Coordinate timeline & budget Share documents and templates for reuse Institutionalize key performance metrics
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Campaign & List Management
Manually compile lists
Work with Global Suppression
Tool for email opt-out
Agency executes
Drive recipients to web/micro
site, collect responses/leads via
web forms direct to agency
Store campaign response data
in various formats, at various
agencies, with varying data
Agency/marketer reports on
campaign performance
Segmentation manager assists
with lists based on marketers
requirements
Guaranteed privacy compliance
through automated tool
Send eDM from Siebel
Unified data/formats for
campaign responses
Dashboard and real-time
reporting for Phase 1 Users
Easy access to pre-existing
subscription lists (newsletters,
or previously existing
segments)
Marketing Return on Objectives
Siebel-hosted microsites using
Web Marketing
Real-time response reporting
Global Lead management tool
and process
Closed loop from lead
generation to closed sale
Marketing ROI & dashboard
across B2B marketing
organization
Leverage organizational best
practices
Today Tomorrow Phase 1 Future Phases
Changes: Marketers will deliver segment requirements to segmentation manager to obtain distribution
list Agencies can work within Siebel to upload/tweak creative for eDM (Direct Marketing) Marketers can access campaign reports via analytics tool Track and manage campaign expenses
Enable preference-based marketing
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Lead Management
Call Center manages
Campaign Responses/Leads
through legacy application
Web inquiries direct to agency
Different Lead Management
processes/tools
Direct Sales Leads exported
from legacy system and
manually loaded into SFDC
(Batch weekly job)
Inability to see status on direct
sales leads
Partners access 2 systems to
manage relationship/leads
Agency reports on call center
and lead performance
Call Center manages
Campaign Responses/Leads
within Siebel
Web forms direct to Siebel
Different Lead Management
tools, but global process
Direct sales leads exported
from Siebel and manually
loaded into Salesforce.com
(Batch weekly job)
Status of direct sales leads
exported from SFDC and
uploaded into Siebel
Partners will be accessing 1
system to manage
relationship/leads
Real-time reporting
Global Call Center manages
Campaign Response/ Leads
within Siebel
Global access to web inquiries
within Siebel
Global Lead management tool
and process
Bi-directional link with Siebel &
SFDC for direct sales leads
Closed loop with sales
Data Quality to ensure data
integrity
Today Tomorrow Phase 1 Future Phases
Changes: Global process for lead management within one tool Marketers will have visibility to leads associated to their campaigns within Siebel Common reporting tools for closed loop marketing & lead performance Visibility and accountability for direct sales leads
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Database Management & Reporting
Multiple data sources
Inconsistent customer profiles
Data mining and segmentation
impossible across organization
First step toward unified global
marketing database
Segmentation enabled for
phase 1 users
Database visibility rules toensure data security and
appropriate access across the
organization
One Global B2B Marketing
Database
Segmentation enabled across
all verticals and markets in B2B
space
Optimize database to take
advantage of cross-sell and up-
sell opportunities across B2B
organization
Today Tomorrow Phase 1 Future Phases
Changes: Single marketing data repository across business units with permission-based data visibility Marketers will work with segmentation manager to identify ideal segments Optimize campaigns through access to existing & new data through segmentation manager Ability to measure real-time return on objectives Common reporting capabilities and dashboards across B2B marketing organization
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Database Management
Start fresh: Original scope had no historical
data conversion for marketing responses
Asked to bring in contacts & accounts from prior
database consolidation project
Solutions
Working with external agency to ensure
contact data can be transferred smoothly
Historical campaign responses held by data
cleansing agency for the interim period.
Possible impact on ability to deploy
Willingness to adopt/utilize tool
Risk: Possible change in functionality
Solutions
Engaged users early & often to ensure
effective change management
Completeness and cleanliness of all data
records from legacy system
Solutions
Additional dedicated integration developers
Engaged agency to provide data cleansing
Lead Management automated capabilities
Risk: Lead Management Automation in existing system
more complex than initially stated
Solutions
Working through gaps
Some manual processes for several months after
initial deployment
Additional resources to configure basic automation
Automated capabilities planned post deployment
Project Resource Management Due to gaps and higher than expected complexity
budget for Siebel BA resources limited
Solutions
Load balance existing resources
Additional budget request for training resources
Processes inconsistent across business units
Stakeholders had difficult time agreeing on requirements
Solutions
Business process re-engineering
Compromise
Risks & Issues
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Engage the necessary parties and achieve buy-in
Cross-functional senior management direction
- Project funding and approval
Fully dedicated core CRM team- Project planning, rollout, communication
- System testing, data and application integration
- Process, reporting and dashboard, training
Frequent end-user input
- Establish recommendations for ongoing system and process improvements
Ensure a manageable project scope Three-year CRM implementation vs. Six months plan for quick-win projects
Technological limitation vs. No pre-packaged, holistic solutions
High up-front costs vs. Lower investment, greater focus
- integrating the data we already have, Call center management, Segmentation & analytics
Defining CRM initiative objectives / Project success factors
Reducing costs: automate campaign execution, automate campaign measurement,
automate lead generation, eliminate ineffective campaigns
Boosting Revenues: leverage best practices, boost marketing response rates, improve
needs identification, increase cross-sell ratio, improve customer data analysis
Improving customer experience: tailor marketing efforts, improve needs identification,
personalize Web interactions, engage customer in dialogue
Challenge #1
Defining CRM
Initiative Objectives &
Capabilities
Challenges
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Encourage CRM system use
Communicate benefits of use
Support user queries on system use
Train people on how to use the system & provide access to in-the-field super users
Ensure marketing managers utilize system throughout marketing management cycle
Create tools to facilitate job functions
Global compliance with privacy regulations
Organize around a customer centric strategy
Avoid incomplete new prospect data, inconsistent data standards
Marketing: market research, brand management, Email campaign management
Leads Management : Leads management automation, large accounts, small business,high qualified leads
Front-End IT solutions all funnel to central Siebel database
Engage key project stakeholders
Regular update meetings with representatives of all the functional teams
Establishing a process to capture feedback/concerns
Engaging representatives in the testing/training processes
Challenge #2
Aligning Key
StakeholdersBehind a Customer
Focus
Challenge #4
Supporting Decision
Making Over Time
Ensure data integrity over time
Ensure analysis supports decision making and change marketing activities in
progress to maximize marketing return on investment
Track benefits of CRM initiative over time
Challenge #3
Driving
User Adoption
Challenges
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Marketing Planning
Integrated processes and collaboration capabilities
Global view of marketing calendars
Marketing budget, plan and program goals and details,
launch schedule
Common goals and metrics for all marketing activities
Campaign Management
Coordinate campaign activities
Segment the audience and distribute personalized eDM
Leverage organizational best practices and pre-
approved templates
Optimize campaign tactics mid-stream
Store and analyze campaign response data, report
results
Lead Management
Marketing leads managed through to opportunity
Accountability and visibility for direct leads
Optimize partner lead engagement
Opportunity Management
Direct leads will tie into SalesForce.com
Partner leads managed within Siebel
Database Management/Measurements
Global compliance with privacy regulations
Single data repository with permission-based data
visibility
Ability to govern communication to contacts
Common prospect, contact and account records
across all divisions
Common reporting capabilities and dashboard
Common and consistent measurement of results
and return on marketing investment
Project Overall Capabilities/Scope, Phase 1
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Targeting determines which groups client should try to serve
Evaluating the attractiveness of each segment Selecting the most attractive segments to serve
Determine the level of resources to allocate to those segments
Finding customers and prospects in targeted segments
Positioning addresses how clients products and solutions will compete with others
in the targeted segment
Positioning identifies how a brand is viewed relative to competing brands
Defines a point of differentiation that is to be communicated
Becomes the foundation for all communications both inside and outside an organization
Products may be positioned on several dimensions
Attribute of a product; Quality of the product; Benefits delivered Use of product; Appropriate user of the product
Relative to competitors
Price charged; Availability/delivery time or place
Future Phases Targeting & Positioning
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The Application
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Web Marketing Home
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Marketing Calendar
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Campaign Scorecard
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Marketing Analytics
R
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Responses
O f
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Opportunities from Marketing Activities
S l Ali t
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Sales Alignment
Q&A
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Q&A