SAP - Angelique de Vries

Hoe marketing leidt tot het allerbeste verkoopteam MarketingTop Angelique de Vries Director Sales 3 april 2007

Agenda

Alles heeft een oorsprong

Marketingplanningsproces

Theorie

Praktijk

Marketinguitdaging

Resultaten

Samenvatting

SAP is een Duits bedrijf

SAP is sterk procesgericht SAP is: eerst proces dan inhoud Alle voor(oor)delen zijn waar SAP is: sterk, stoer, doordacht en innovatief

Agenda

Marketingplanningsproces

Theorie

Praktijk

Marketinguitdaging

Resultaten

Samenvatting

De ‘SAP’ theorie

Het marketingplanningsproces 2007 Overall Planning & Budgeting Cycle Strategic Marketing Planning Program Strategy IMC Planning & Scheduling Program & Campaign Execution Tactical Marketing Planning Strategic Marketing Planning Guidance & Framework L4 L3 L2 L1 Level 2 process Level 4 process Level 3 process Level 1 process Milestones Process flows & Interfaces Input, Activities & Output Sheets, RACI Defined by level : sales input

Het marketingplanningsproces 2007: doelstellingen 4 Difficult Markets Innovative Business Model 3 Profit Drivers Under Investments 2 Growth Drivers Proportional Investments 1 Strategic Battlegrounds Over-Investment h Lower < Competitive Intensity > Higher Lower < Market Attractiveness > Higher Sales Marketing Proposed KPIs*

Cross-/Up-selling customers at installed base

License renewal

No. leads acc. to specified goal

Increase pipeline projects influenced by Marketing

Increase conversion rate

Thought Leadership

“ SAP adds value” – brand awareness

Marketing Objectives Examples SME LE L2 Change Perception Lead Generation Retention Field Enablement 20 % 30 % 40 % 10 % CONCEPTUAL

Het marketingplanningsproces 2007: tactiek Marketing Programs Market Development Architectures Target Group specific tactics CPM 30% Change Perception 40% Lead Generation 30% Retention Set of Marketing Programs for each Topic with recommended budget & effort split Final LE & SME Programs Program overviews incl. detailed objectives, KPIs / Lead Targets, Budget, Roles & Target Group information, Key Messaging, Offerings, Offers, and high-level Timing Recommended tactics, preferred communication channels Marketing Programs: outline, objective, priorities, KPIs & budgets L3 CONCEPTUAL

Final Selection Marketing Mix Elements Ongoing Limitation / Selection Segment Topic Market Scenario Marketing Objectives Strategic KPIs Programs Target Group Blueprint (Low Budget, Small Target Universe) ERP LE ME SE Campaigns Waves Touches Architecture Installed Base New Acquisition Existing Product White Spots (LE, ME) New Product Introduction Existing Product New Product Introduction Het marketingplanningsproces 2007: totaal ILLUSTRATIVE

De praktijk

End-to-End Marketing – de sleutel tot success

Marketingdoelstellingen:

Lead Generation Field Enablement Retention . Change Perception

Change Perception

Input sales / marktonderzoek:

Sterk merk, maar ..

Mythbusting nodig: SAP te duur voor SME (mkb)

Marketingaanpak

Radio / Advertentie

Lead generation

Input sales

‘ Leads’ nodig voor SME (mkb) aanpak

Marketingaanpak

integrale aanpak: DM / WEB / Telemarketing / Seminar / ‘Round Table’

Lead generation

Marketing:

integrale aanpak

Sales:

actief opvolgen van prospects

Resultaten 2006:

> 2500 leads

Field Enablement

Input sales

Nodig: referenties, presentaties, brochure, demo

Marketing

Ontwikkeling en onderhoud presentatie materiaal

Retention

Sales:

klantenbinding

Marketing:

actief programma for cross & upsell relatiemarketingprogramma: golf, theater, zeilen

Resultaten 2002-2006:

omzet en klantenvredenheid stijgt al jaren

Samenvatting: End-to-End Marketing – de sleutel tot success

Marketingdoelstellingen:

Lead Generation Field Enablement Retention . Change Perception end tot end

Agenda

Marketingplanningproces

Theorie

Praktijk

Marketinguitdaging

Resultaten

Samenvatting

De marketinguitdaging

meer dan 26 specifieke branche oplossingen

meer dan 8 horizontale oplossingen

3 markten‘: groot, middel, klein

maar ook : doelgroep benadering

Industries Buying Center Programs Markets De marketinguitdaging Banking Public Sector Retail Insurance Retail Telco Media High Tech Auto CP Public Sector Life Sciences Travel & Transport Pro. Services

CEO/LOB

ERP

HCM

CFO

GRC

CPM

LOB

CRM

Extended SCM

CIO

NetWeaver/BPP

MDM

BIA

Info Worker

Duet, Ent. Search,

Mobile, Analytics,

NW

Ecosystem

SIs/ISVs

Developers

Fortune 1,000 Fortune 1,000,000 Volume generation & fast deployment Value generation LE SME + VALUES & BRAND INDUSTRY ECOSYSTEM SERVICES Two Segments, Two Sets of Skills, One SAP, One Strategy

De marketinguitdaging: de oplossing

Agenda