MRM Webinar Part 3


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Part 3 of a case study on marketing resource management software which covers the environment and forces creating the need for solutions with a small overview on how the solutions work.

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MRM Webinar Part 3

  1. 1. 3 Perspectives on Marketing Management Excellence: How to Avoid Getting 867 Emails About Each Campaign Adam Bloom – Director, Product Marketing MarketingCentral (Unica’s On Demand MRM Product)
  2. 2. A Typical Information Worker turns to email more than 50 times per day. New York Times, Richtel, June 2008 We spend 15% of our days searching for things and 20% in meetings. Companies have workers who receive 70, 105, and even 300 emails per day., Spira, August 2008 18% of time spent is on email.
  3. 3. 867 Emails
  4. 4. Let’s Look at a Single Project Multiply X10 Projects 10 10 10 10 10 10 10 10 30 30 30 30 30 30 30
  5. 5. Signs You’ve Hit the Wall <ul><li>Regularly process, organize, and track 200-2000 emails across 10 or more projects each week. </li></ul><ul><li>Questions asked are answered 8/10 times by “let me check email.” </li></ul><ul><li>Manage projects with many resources in different locations. </li></ul><ul><li>Create email folders or try to use consistent subject lines. </li></ul>
  6. 6. Signs You’ve Hit the Wall <ul><li>Spend a lot of time searching email. </li></ul><ul><li>Compare multiple emails for “visual collaboration.” </li></ul><ul><li>Send emails: reminders, follow-up on no response, check on late items, status, to find results, and to elicit approvals. </li></ul><ul><li>Create reports or presentations by a) requesting emails b) collecting emails and c) reformatting. </li></ul>
  7. 7. How Did We Get Here? <ul><li>Internet (Again) Impacts Our Work: </li></ul><ul><li>Measurement & Accountability </li></ul><ul><li>Control to the Customer </li></ul><ul><li>Massive Segmentation & Complexity </li></ul>
  8. 8. Do These 3 Create More Work? <ul><li>Internet measurement, for all marketing programs </li></ul><ul><li>Business Intelligence in the Exec-Suite </li></ul><ul><li>No limits to accessing the entire marketplace </li></ul><ul><li>Search, User Generated Content </li></ul><ul><li>Millions of sites, magazines, channels, videos. </li></ul><ul><li>Full Customer Lifecycle Marketing (CRM) </li></ul><ul><li>Personalized Offers, Ads, etc. </li></ul>Massive Segmentation & Complexity Measurement & Accountability Control to the Customer
  9. 9. The Work is Growing
  10. 10. More Work? <ul><li>Does a “more and louder” approach work? </li></ul><ul><li>More relevance, better quality communication, and more customer intimacy/knowledge is required in today’s marketing environment. </li></ul><ul><li>Conversations take more time than broadcast. </li></ul><ul><li>It takes more work to cut through the noise . </li></ul>“ Consumers today encounter from 3,500 to 5,000 marketing messages daily, vs. 500 to 2,000 in the 1970s.” J.Walker Smith, President Yankelovich
  11. 11. Where is Our Time Spent?
  12. 12. Practices for Marketing Productivity <ul><li>Big Picture: Make productivity part of the conversation. </li></ul><ul><ul><li>Effectiveness: Quality </li></ul></ul><ul><ul><li>Efficiency: Speed and Cost </li></ul></ul><ul><li>Process </li></ul><ul><ul><li>Have processes, balance process with size (e.g. 6 Sigma). </li></ul></ul><ul><ul><li>Use repeatable processes (packaged services vs. custom). </li></ul></ul><ul><li>Measurement and Accountability </li></ul><ul><ul><li>Map measurements to business outcomes (2-3 levels). </li></ul></ul><ul><ul><li>Hold “internal clients” accountable (e.g. review periods). </li></ul></ul><ul><li>Use tools and technology to support good management practices. </li></ul>
  13. 13. Practices for Marketing Productivity <ul><li>Reduce Email Clutter </li></ul><ul><ul><li>Move project, schedule, and review from email into systems. </li></ul></ul><ul><ul><li>Organize and categorize to reduce “search/hunting time.” </li></ul></ul><ul><li>Automate Work </li></ul><ul><ul><li>Capture job request information via a common set of forms. </li></ul></ul><ul><ul><li>Automatically notify changes, reviews, alerts, reminders. </li></ul></ul><ul><ul><li>Use templates to automate routine project set-up. </li></ul></ul><ul><li>Reporting </li></ul><ul><ul><li>Databases can produce reports on project status, email inboxes cannot. </li></ul></ul>
  14. 14. Marketing Resource Management Schedules/Tasks Discussions Review Areas Libraries Briefs Overviews Reviews Project Info Estimates Budgets Results This Week My View
  15. 15. Marketing Resource Management Markup can be done for print, banners, audio, video, web, etc in a variety of file formats. As video plays, notes drag/dropped on to timeline. Team commentary is collected. Reply to notes or turn them into tasks.
  16. 16. Who Uses This? MarketingCentral Example Customers
  17. 17. MarketingCentral Within Unica Customer- awareness Centralized Decisioning Cross- channel execution Integrated Marketing Operations Mail Email Call center Web Sales, branch office Performance mgmt Planning & budgeting Processes mgmt Customer analytics Web analytics Predictive analytics Event detection Offer management & assignment Interaction history Dynamic targeting Contact Optimization Outbound fulfillment Inbound integration Distributed marketing Lead management Asset & data mgmt Web Data Customer Data Transaction Data
  18. 18. Top 10 Customer Objectives <ul><li>Improve Productivity, Efficiency, Effectiveness </li></ul><ul><li>Support Compliance Needs </li></ul><ul><li>Better Manage Resources (Agencies, Contractors, Clients, Internal/External Teams) </li></ul><ul><li>Streamline Projects: Planning, Communication, Status, Tracking </li></ul><ul><li>Measure Impact, Results, Outcomes, and Output </li></ul>
  19. 19. Top 10 Customer Objectives <ul><li>6. Stop “Managing By Email” (Search/Send/Store) </li></ul><ul><li>7. Review work-in-progress from Anywhere, Anytime </li></ul><ul><li>8. Improve Quality of Work (e.g. messages, creative) or Increase the Quantity of Work Per Staff Member </li></ul><ul><li>9. Apply Six Sigma Processes to Marketing </li></ul><ul><li>10. Reduce Missed Deadlines, Rush Charges </li></ul>
  20. 20. Typical Customer Results <ul><li>10-30% Productivity Improvements </li></ul><ul><li>Deliverables/Yr increased 25% (same staff) </li></ul><ul><li>Deliverables/Yr increased 40% (same staff) </li></ul><ul><li>Departments take on more projects </li></ul><ul><li>One marketing manager can do more work </li></ul>
  21. 21. Basic Business Case <ul><li>Number of Employees </li></ul><ul><li>x Average Annual Cost Per Person </li></ul><ul><li>= Total Cost of Personnel </li></ul><ul><li>Total Cost of Personnel </li></ul><ul><li>x Percentage of Productivity Improvement* </li></ul><ul><li>= Dollars of Productivity Gain </li></ul>Example: 50 x $80,000 $4,000,000 $4,000,000 x 10% $400,000
  22. 22. Thank You <ul><li>Contact Us For: </li></ul><ul><li>Slides </li></ul><ul><li>“ Quick” ROI Analysis </li></ul><ul><li>Consultative Discussion </li></ul><ul><li>Case Studies </li></ul><ul><li>Full Demonstration </li></ul><ul><li>Contact Info: </li></ul><ul><li>Web: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> Request Demo </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Sales: 770.449.7920 </li></ul><ul><li>[email_address] </li></ul>