201301_Marketing Automation Program

Marketing Automation Project Update

North America Marketing & Communications Team

In collaboration with 2

Marketing Automation Team Roles and Responsibilities (AM)

Role Responsibilities Owner

Executive

Sponsor

Based on priorities within the business, provides guidance to the team, around target audience,

content synthesis, and program timelines

John Manos,

Joe Golden,

Randy

Cozzens

Marketing SPOC Responsible for Campaign planning, Content Creation, BU/Sales alignment

Serves as the single point of contact for the BU

Responsible for the Closed Loop Process (CLP) between Marketing and Sales as it relates to Sales

Accepted Leads (SAL)

Rick Vargas

CRM/Marketing

Automation

Program Lead

Oversees SPADE Marketing, SFDC, Marketo, and the Data Warehouse

Sets scope, strategy and direction of our marketing automation environment based on input from

internal stake holders



Rick Vargas

Digital

Marketing/Marke

ting Automation

Lead

Develops Digital Marketing Programs

Sets scope, strategy and direction of our marketing automation environment based on input from

internal stake holders

Dan Stevens

Sales Operations Oversees SPADE Sales



Aligns with

Cheryl

Fritsch-

Middleton,

Jana Wilson

SPADE

Marketing

Support

Ensures Sales Accepted Leads (SAL) are entered to SPADE

MCOS


Our Fully Integrated Marketing Automation Environment enhances how we go

to market and improves the quality of the leads we generate for sales

Data & Business

Intelligence

Sales Force Automation

Marketing Automation

Con

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Form

aliz

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Agre

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MQ

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SQ

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nity

Pro

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Fin

aliz

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So

lution

Win

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Str

ate

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y

Marketing

Led Sales

Led

http://www.smartfocus.com/


How will this help expand our footprint with existing and

new accounts?

Finance

Subsidiary

IT Procure

Subsidiary

Parent

Finance IT Procure

We may have booked business within the IT department of

an account, but we don’t have solid relationships in finance or

procurement.

Competitive intelligence has not been

centrally organized which in turn limits our

ability to react to conditions happening

across the family tree of our accounts

In this example, a competitor just won

business at a family member of one of our

accounts

We’ve struggled in the past to accelerate and

expand relationships across the family trees of our

accounts

In this example, we booked a project with a

subsidiary whose parent we should pursue for

Applications Outsourcing

List churn is a big challenge and can have an

adverse effect on sales and marketing

efficiencies. The average rate of annual churn

hovers around 20 to 30 percent for most

companies.

Challenge:


How will this help expand our footprint with existing and

new accounts?

Subsidiary

Finance IT Procure

Parent

Subsidiary

Finance IT Procure Foster better collaboration

among internal teams to help

close the loop between sales

and marketing

Extend our outreach capabilities

and reach into our target audience

to help improve client intimacy

Increase pipeline and bookings within our

top priority accounts by leveraging

intelligence across the entire corporate

family tree

Solution:


Our Goal: Convert More Leads Into Customers

We will accomplish this using a closed-loop process by:

1. Executing sector-based marketing programs

2. Targeting the right contacts, with the right content at the right time

3. Enhancing our processes with proven lead scoring, lead nurturing and lead

monitoring techniques

Prior Sales Focus The B2B Lead

Development gap

Issue 1: Marketing handed off

leads too early. Unqualified leads

wasted sales’ time.

Issue 3: Sales cherry picked leads, letting

longer-time-frame leads leak out. Issue 2: Marketing spent

more to recapture lost leads.

KNOWN

Our Closed-Loop Process will Close

the Gap in The Middle of the Funnel

ENGAGED MQL

MQL: Marketing Qualified Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead

SAL SQL OPPORTUNITY (3-7) WON

1

3

2

1

2

3

Prior Marketing Focus

House Database

3rd Party Sources

Website Visitors

Teleprospecting

Sponsorships

Etc…

Events/Booth Visits


Marketing Automation Project Time-Line

Sep

11

Oct

11

Nov

11

Dec

11

Jan

12

Feb

12

Mar

12

Apr

12

May

12

Jun

12

Jul

12

Aug

12

Marketo

MLM &

Sales Insight

List Services

Corp.

(Data Warehouse)

Training Develop training materials for sales and marketing teams

Plan

Build

Test Phase 1

Test

Run Phase 1

Plan Phase 2

Run


CRM Solutions / Tools / Resources

CRM environment for pre-Stage 3 actitvities

We use 2 D&B solutions- Selectory & Hoovers

Selectory is used to maintain the data quality of the accounts stored in Salesforce.com.

Hoovers is used to research a DUNS and pull company and contact profiles. Julie B and Rick

V have access to both Selectory and Hoovers

OneSource & iSell are solutions that are integrated with Salesforce.com that allows users to

research company & executive profiles, news, industry reports, market research, and add in

contacts not currently on file in Salesforce.com. This is self serve and all users in

Salesforce.com have access to this service.

Marketo is the email marketing automation solution that we use to run our email marketing

programs. Reports can be generated out of Marketo or out of Salesforce.com. The solution is

integrated with Salesforce.com which allows us to provide a 360 degree view against digital

interactions happening at an account at the contact level.

List Services houses our entire sales and marketing database in SmartFocus. Data hygiene

happens here. They are also managing our prospecting database programs which consists of

those individuals who we have not engaged with yet and are not in our database today.

Data.com (formerly Jigsaw) is a comprehensive B2B database that provides access to highly

accurate and 100% complete B2B contacts, continuously sourced, validated, and updated by a

2-million member cloud-based community.(Crowd Sourcing). Data.com will help us

communicate more effectively using insights—from sources such as social feeds and

demographics—from their growing list of innovative data partners.

http://www.jigsaw.com/


CRM Solutions / Tools / Resources

OnTarget is our inside sales supplier responsible for generating qualified leads for sales

IDC provides us with contract information in the consulting and outsourcing space. Each time a

deal is announced via a press release, IDC captures that data in their database. IDC now

carries DUNS on their file which enables the CRM MA team to track contracts at the accounts in

our database. We typically use IDC to track contract expirations.

Salesquest, owned by Seligence, are the publishers of the Crush Reports. Crush Reports are

available on the Fortune 1000. These reports take a deeper dive into the inner workings and

operations of a business. Seligence compile public record data and they also conduct

interviews with key executives in the business to build these reports. The reports take up to 2

weeks to develop. These reports can be used by sales to uncover needs and/or areas of a

companies business where Capgemini can have a positive impact. Marketing also compiles the

email addresses contained in each report purchased. These reports cost $500/ report

Documents

201301_Marketing Automation Program