Singapore2909 Marketing


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  • Person-centric design vs. Campaign-centricBetter Quality ProfilesComprehensive Response ManagementClosed-loop Analytics
  • Singapore2909 Marketing

    1. 1. CRM for Marketing Executives<br />Michel van Woudenberg<br />General Manager Asia Pacific Oracle CRM On Demand<br />September 2010<br />
    2. 2. Sales & Marketing……Choreographed to perfection….?<br />“We don’t get any decent leads from Marketing”<br />“Sales don’t follow up the leads we provide”<br />
    3. 3. 55% have not aligned sales & marketing<br />
    4. 4. The Dream Funnel<br />MARKETING FUNNEL<br />SALES FUNNEL<br />$<br /><ul><li>Every Lead Progresses Orderly and Smooth</li></ul>* Graphics are not drawn to scale<br />
    5. 5. Reality: UnpredictableFunnels<br />MARKETING FUNNEL<br />SALES FUNNEL<br />~25%<br />Response<br />~50%<br />Usable<br />~20%<br />~40%<br />Qualified<br />~40%<br />$<br />Lead<br />Opportunity<br /><ul><li>LOW CONVERSION RATE: Inefficient Process Stages
    6. 6. LUMPY FUNNEL: Each Stage Wastes Significant Leads</li></ul>* Graphics are not drawn to scale<br />
    7. 7. Reality: Misaligned Funnels<br />MARKETING FUNNEL<br />SALES FUNNEL<br />~25%<br />Response<br />~50%<br />Usable<br />~20%<br />~40%<br />Qualified<br />~40%<br />$<br />Lead<br />Opportunity<br />NO SALES <br />FOLLOW-UP<br />~80%<br /><ul><li>FUNNEL MISALIGNMENT: Lots of Wasted Efforts</li></ul>* Graphics are not drawn to scale<br />
    8. 8. ~25%<br />Response<br />~50%<br />Usable<br />~20%<br />Qualified<br />Building the Dream Funnel<br />MARKETING FUNNEL<br />SALES FUNNEL<br /><ul><li>FUNNEL ALIGNMENT: Provide Sales With ‘Sales-Ready’ Leads</li></ul>~40%<br />~40%<br />$<br />Lead<br />Opportunity<br />NO SALES <br />FOLLOW-UP<br />* Marketing Mgmt Journal, 1994 v3<br />
    9. 9. ~45%<br />Response<br />~50%<br />~75%<br />Lead<br />Usable<br />~30%<br />~50%<br />Qualified<br />Opportunity<br />Building the Dream Funnel<br />MARKETING FUNNEL<br />SALES FUNNEL<br />NURTURE <br />POOL<br /><ul><li>FUNNEL ALIGNMENT: Provide Sales With ‘Sales-Ready’ Leads</li></ul>~40%<br />~40%<br />$<br /><ul><li>OPTIMIZE INTERACTIONS: Increase Lead Quantity & Quality
    10. 10. NURTURE POOL: SystematicallyRecycle Leads that aren’t Ready</li></ul>45% Respondents Buy in 12 Months*<br />* Marketing Mgmt Journal, 1994 v3<br />
    11. 11. The Oracle Solution<br />
    12. 12. Value Proposition<br />Maximize the generation and conversion of qualified, sales ready leads through a complete and integrated suite of Oracle CRM applications<br />500<br />Inquiries<br />100<br />Prospects<br />10<br />QualifiedLeads<br />6<br />Accepted Leads<br />3<br />Opportunities<br />1<br />Closed<br />DealSupport<br />LeadNurturing<br />LeadGeneration<br />LeadAcceptance<br />Lead<br />Qualification<br />ClosedBusiness<br />Sales Owned<br />Marketing Influenced<br />Marketing Owned<br />MARKETING ON DEMAND<br />
    13. 13. Benefits to Oracle Customers<br />Fully integrated, enterprise grade SaaSsales and marketing solution available from a single vendor<br />Oracle owns the integration problem, not you<br />One less vendor to deal with commercially (sales, service, procurement, etc.)<br />Stronger overall solution for integrated sales and marketing <br />Better marketing and sales alignment<br />Closed-loop insight of performance across the revenue funnel <br />More relevant, timely communications to prospects and customers<br />Higher quality sales-ready leads and better informed sales reps<br />More nurturing of opportunities at all stages of the funnel<br />More complete view of the customer<br />
    14. 14. Marketing Automation Process<br />Prospect Insight Database<br />6. Move hot prospect to sales funnel with alert for sales rep<br />
    15. 15. What’s Different ?<br />Person-centric design vs. Campaign-centric<br />Comprehensive profile combining self-reported, behavioral and enriched data<br />Adaptive campaigns enable one-to-one marketing across all available programs<br />Better Quality Profiles<br /><ul><li>Unique Progressive Profiling framework enables more comprehensive view of prospects and customers
    16. 16. Better quality leads using built-in data quality, data validation, and data enrichment features</li></ul>Comprehensive Response Management<br /><ul><li>Keep the contact database cleaner with automated validation and suppression rules
    17. 17. Unified rules system applies policies globally across processes</li></ul>Closed-loop Analytics<br /><ul><li>Built-in multi-dimensional warehouse and self-service analytics</li>