Singapore2909 Marketing

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CRM for Marketing Executives

Michel van WoudenbergGeneral Manager Asia Pacific Oracle CRM On DemandSeptember 2010

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Sales & Marketing……Choreographed to perfection….?

• “We don’t get any decent leads from Marketing”

• “Sales don’t follow up the leads we provide”

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55% have not aligned sales & marketing

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The Dream Funnel

$

* Graphics are not drawn to scale

MARKETING FUNNELMARKETING FUNNEL SALES FUNNELSALES FUNNEL

Every Lead Progresses Orderly and Smooth

5

$

Reality: Unpredictable Funnels

Lead

Qualified

~20%

Usable

~50%


Opportunity

~40%

Response

~25%


LOW CONVERSION RATE: Inefficient Process Stages LUMPY FUNNEL: Each Stage Wastes Significant Leads

~40%

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$

Reality: Misaligned Funnels



FUNNEL MISALIGNMENT: Lots of Wasted Efforts

Lead

Qualified

~20%

Usable

~50%

Opportunity

~40%

NO SALES FOLLOW-UP

Response

~25%

~80%

~40%

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$

Building the Dream Funnel

Lead

Qualified

~20%

Usable

~50%

* Marketing Mgmt Journal, 1994 v3

Opportunity

~40%

Response

~25%

NO SALES FOLLOW-UP

FUNNEL ALIGNMENT: Provide Sales With ‘Sales-Ready’ Leads

~40%


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$

Building the Dream Funnel

45% Respondents Buy in 12 Months*

* Marketing Mgmt Journal, 1994 v3

~40%

Qualified

~30%

Usable

~75%

Opportunity

~50%

Response

~45%

NURTURE POOL

OPTIMIZE INTERACTIONS: Increase Lead Quantity & Quality

NURTURE POOL: Systematically Recycle Leads that aren’t Ready

FUNNEL ALIGNMENT: Provide Sales With ‘Sales-Ready’ Leads

~40%

Lead

~50%


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The Oracle Solution

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DealSupport

LeadAcceptance

LeadNurturing

LeadQualification

LeadGeneration

ClosedBusiness

500Inquiries

10Qualified

Leads

3Opportunities 1

Closed

100Prospects

Maximize the generation and conversion of qualified, sales ready leads through a complete and integrated suite of Oracle CRM applications

Marketing Owned

6Accepted Leads

Sales OwnedMarketing Influenced

Value Proposition

MARKETING ON DEMAND

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Benefits to Oracle Customers

• Fully integrated, enterprise grade SaaS sales and marketing solution available from a single vendor• Oracle owns the integration problem, not you• One less vendor to deal with commercially (sales, service,

procurement, etc.)

• Stronger overall solution for integrated sales and marketing • Better marketing and sales alignment• Closed-loop insight of performance across the revenue funnel • More relevant, timely communications to prospects and customers• Higher quality sales-ready leads and better informed sales reps• More nurturing of opportunities at all stages of the funnel• More complete view of the customer

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Marketing Automation Process

Self Re-ported

Enriched

Behavioral

Prospect Insight Database

6. Move hot prospect to sales funnel with alert for sales rep

3. Drive to website

& to targeted, personalized

landing pages

4. SegmentBy Biz Rules

To…

5. Move hot prospect

to sales funnel

7. OR move to

adaptivelead nurturing

program

8. Measure marketing

ROI

1. Build targeted lists for precision

marketing

2. Execute multi-channel campaigns

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What’s Different ?

• Comprehensive profile combining self-reported, behavioral and enriched data

• Adaptive campaigns enable one-to-one marketing across all available programs

Person-centric design vs.

Campaign-centric

Better Quality Profiles

Comprehensive Response

Management

Closed-loop Analytics

• Built-in multi-dimensional warehouse and self-service analytics

• Unique Progressive Profiling framework enables more comprehensive view of prospects and customers

• Better quality leads using built-in data quality, data validation, and data enrichment features

• Keep the contact database cleaner with automated validation and suppression rules

• Unified rules system applies policies globally across processes

Documents

Singapore2909 Marketing