The Road to Successful Marketing Operations By Diederik Martens
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From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Road to Successful Marketing Operations. PRESENTATION: The Road to Successful Marketing Operations - Given by Diederik Martens - @diederikmartens - Global Marketing Automation Manager - Quintiq/3DS. #MarTech DAY2
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The Road to Successful Marketing Operations By Diederik Martens
- 1. The Road To Successful Marke2ng Opera2ons Diederik Martens, Global Marke2ng Opera2ons Manager, Quin2q (Dassault Systèmes) Marke2ng Technology Conference Europe, October 21st, 2015
- 3. The Road To Successful Marke2ng Opera2ons
- 4. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE
- 5. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process
- 6. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE
- 7. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals
- 8. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing
- 9. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team
- 10. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE
- 11. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture
- 12. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture AUG 2014 Increased lead nurture complexity. 3 FTE
- 13. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture AUG 2014 Increased lead nurture complexity. 3 FTE OCT 2014 Scope for new lead mgt process
- 14. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture AUG 2014 Increased lead nurture complexity. 3 FTE OCT 2014 Scope for new lead mgt process DEC 2014 Plan to split MktOps and SalesOps
- 15. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture AUG 2014 Increased lead nurture complexity. 3 FTE OCT 2014 Scope for new lead mgt process DEC 2014 Plan to split MktOps and SalesOps FEB 2015 New lead management process live
- 16. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture AUG 2014 Increased lead nurture complexity. 3 FTE OCT 2014 Scope for new lead mgt process DEC 2014 Plan to split MktOps and SalesOps FEB 2015 New lead management process live 4 FTE APR 2015 Advanced repor2ng requests
- 17. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture AUG 2014 Increased lead nurture complexity. 3 FTE OCT 2014 Scope for new lead mgt process DEC 2014 Plan to split MktOps and SalesOps FEB 2015 New lead management process live APR 2015 Advanced repor2ng requests 4 FTE 5 FTE JUL 2015 Training, onboarding, cer2fica2on
- 18. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture AUG 2014 Increased lead nurture complexity. 3 FTE OCT 2014 Scope for new lead mgt process DEC 2014 Plan to split MktOps and SalesOps FEB 2015 New lead management process live APR 2015 Advanced repor2ng requests 4 FTE JUL 2015 Training, onboarding, cer2fica2on 5 FTE AUG 2015 Full-‐blown MktOps department
- 19. DEC 2012 First marke2ng automa2on specialist 1 FTE Diederik Martens -‐ © 2015 0.1 FTE FEB 2013 1st lead management process MAY 2013 Rebranding + Every lead has unique nurture 1.6 FTE OCT 2013 Sales alignment success with prospect portals NOV 2013 Mul2lingual nurturing JAN 2014 Joined the Sales Opera2ons team MAR 2014 Growth due to marke2ng successes 2.6 FTE MAY 2014 More alignment by involving sales in nurture AUG 2014 Increased lead nurture complexity. 3 FTE OCT 2014 Scope for new lead mgt process DEC 2014 Plan to split MktOps and SalesOps FEB 2015 New lead management process live APR 2015 Advanced repor2ng requests 4 FTE JUL 2015 Training, onboarding, cer2fica2on 5 FTE AUG 2015 Full-‐blown MktOps department NOV 2015 What’s next? THANK YOU