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A New Hub for Managing CRM Effectiveness
A TripleTree Webcast
September 12, 2007
A TripleTree Webcast
February 22, 2007
PANEL PARTICIPANTS:

Marketing & Demand Management
A New Hub for Managing CRM Effectiveness
Chris Hoffmann
Senior Principal/Research Director
The range of discrete disciplines linking service-driven
client feedback and marketing-oriented lead development
are of growing importance to most organizations. SaaS-
based ecosystems are automating the previously manual
tasks that have supported these disciplines, providing
users with more flexible tools and offering more useful
data for CEOs to make strategic decisions. This web cast
will review how both SaaS and professional services
vendors are guiding marketing and demand management
to the center of many CRM initiatives.
Marketing & Demand Management
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TripleTree Webcast Programming
! TripleTree CRM Convergence Webcast Series:
• Marketing & Demand Management
A New Hub for Managing CRM Effectiveness
September 12, 2007
• Web 2.0 & Collaboration
Shifting the CRM Sector from Growth to Hyper-Growth
October 10, 2007
To register, go to www.triple-tree.com
Marketing & Demand Management
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Participants & Objective
• Moderator
! Chris Hoffmann, Sr. Principal/Research Director– TripleTree
• Guest Speakers
! Rob Panepinto, Managing Director, Client Services – Connextions
! Chris Barbin, CEO – Appirio
! Will Schnabel, CEO – Vtrenz, a Silverpop Company
• Objective
! Learn how customers are looking to a wide range of service providers to
help them optimize sales and service effectiveness and navigate the most
effective path to CRM success.
Marketing & Demand Management
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Sales, Marketing & Service Convergence:
Research Report
A CRM Changing Landscape
! “Hybrid” & SaaS models are emerging
! Linkages with HR and Finance are strengthening
! Non-traditional competitors entering the fray
! Ecosystems are evolving and redefining verticals and platforms
! Collaboration technologies and Web 2.0 tools are strong influencers
! The boutique professional services firm has become relevant
Release: June
! The role of IT is changing
2007
! Marketing automation is becoming the hub
! Business Relationship Management evolves
Questions persist:
! How will compliance play a role in CRM?
! Which ecosystems will evolve into platforms?
! How can emerging firms compete?
! Where can competitive differentiation be established?
! What’s changing about value creation for vendors in
the CRM sector?
Marketing & Demand Management
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SaaS Vendors Touch All Micro-Disciplines of CRM
Service
Voice
Live & Web
CSR
Chat & Self-
Unified Self-Service
Customer Interaction Management Desktop Presence Service Training
Collaboration Platforms
Product & Service Delivery Support Standards
Customer Service Portals / Microsites
Sales
Account Management
Customer Assisted Product Development
Sales Analytics & Reporting Enterprise Feedback Management
e-Commerce & Order Management
Customer Satisfaction Forum
Incentive Compensation
Outsourced Contact Center
Team Performance Dashboards
Inbound Communication Remote Contact Center
Human Capital & Performance Management AgentsCycle Management
Life
Sales Coaching & Training
Order Status & Tracking
Sales Operations
Performance Management Call Center
Negotiations & Contract Management
Internal Communication Technical Support
Configuration Management
Proposal & Quote Management Mobility Solutions/Dispatch
Mobile Sales Applications
Field Service Management
Account Preparation
Presentation Generators
Case Resolution / Reporting
Forecasting
Customer Service Analytics
Channel Management
RFP Response and Pursuit Customer Experience Management
Opportunity Management Web Site Analytics
Data Assessment
Territory Management Partner Feedback Management
Marketing Analytics & Economies
Lead Conversion Analytics
Multi-Channel Sale Development Product Management
Prospecting/Contact
Product Engineering & Launch
Management
Lead Management Competitive Market Analytics
Promotional Management
Unstructured Data Analytics
Privacy Management
Lead Qualifications & Scoring
Planning and Strategy Marketing Planning
Lead Development Customer Information File
Outsourcing Pricing Strategy
Web to Lead
External Communication Marketing Planning and Calendars
Trade Promotion Product Engineering & Launch
Product Content Management
Event Management
Marketing Spend Management
Web Marketing
Email Marketing Media Intelligence & Monitoring
Campaign Planning & Optimization Advertising Planning and Strategy
Ad Placement & Search Marketing Resource and Asset Management
Alliance &
Loyalty Marketing
Decision Product Partner
1:1 Data
Affiliate
Marketing
Support Messaging & Relationship
Quality
Marketing
Management
Analytics Positioning Management
Detection
Hybrid
Managed Services BPO SaaS
Delivery
Software
Models
Professional Services
Target Market SMB Mid-Market Enterprise
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Source:: TripleTree

About Connextions
Rob Panepinto
President
• 1996: Connextions, Inc.
• Orlando Campus
• 2003: Connextions Health
3 facilities 335,00 sq. ft.
• Privately held - $100 MM
• Charlotte Facility
• Approximately 2,500 Seats
Opened October 2006
• 60% Healthcare Clients • Indiana Facility
• Full Suite of CRM Capabilities Scheduled October 2007
Marketing & Demand Management
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Healthcare Market Dynamics
• Key Market Trends
- Cost shifting from employer to employees
- Internet-based transparency and transaction capability
- Boomer-driven demand for information and choice
• Supply Chain Disruption
- New intermediaries threaten role of traditional plans
- Plans must transition to B2C from B2B orientation
• “Individual” Marketplace Growing Rapidly
- By 2011, $600 billion of premiums in hands of individuals
- Market leverage gained by providers who deliver what consumers
want, when they want it, and how they want it
- Health insurers must become consumer-driven, retail businesses
Marketing & Demand Management
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Connextions’ Value Proposition
for Health Insurers
Customer Transaction Life Cycle
Pre-Transaction Transaction Post-Transaction
Brand Brand
Preference Loyalty
Integrated Web / Telephony Operations
SaaS-Based CRM Platform
Customer Data Analytics
Marketing & Demand Management
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Integrated CRM-Driven ROI
Connextions’ Data-Driven Marketing Process
Combines demographic, marketing, product and claims data to:
- Increase marketing efficiency through results-based analysis
- Drive higher conversions through targeted recommendations
- Design / market “mass customized” product offerings
- Improve brand preference and customer retention
Marketing & Demand Management
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Our CRM Perspective
Regardless of Industry:
! Every customer touch point is an opportunity to shape the
customer experience and brand loyalty
! Customer touch points before and after the transaction are
critical
! Analytical and reporting technologies for these pre & post
transaction phases are essential
! Real-time access to appropriate data – at the customer
service agent level – is necessary to:
• Establish customer expectations
• Deliver a world class level of customer service
• Properly manage the customer experience
• Rationalize marketing spend and product development
Marketing & Demand Management
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About Appirio
Chris Barbin
CEO
Appirio delivers services and products to help medium to
large enterprises more successfully adopt the leading on-demand
software products
Marketing & Demand Management
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Appirio – Innovating with Salesforce.com
and Google Enterprise
Marketing & Demand Management
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On-Demand Lowers TCO for Customers –
Eliminate Areas Not Tied Directly to Value Creation
Business Process / Outcome Design
• Customers can spend up
User Experience
to four times the cost of
their software license per
Application Configuration
year to manage their
applications
Application Design
App / Web Server
• For every $1 of SW
licenses $24 of additional
Hard & Soft
Security (Audit/Control)
Administration / Uptime
Costs Database
Eliminated by
expenses are generated
Performance Tuning
On-Demand
Configuration
Network
- Gartner
Hardware
Marketing & Demand Management
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Emerging Customer Trends – I
Enterprise customers
are moving well beyond
SFA & Marketing
Automation and
leveraging SaaS as a
Platform
Marketing & Demand Management
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Emerging Customer Trends – II
• Key missing pieces that
enable enterprises to
migrate from legacy
on-premise
• Google Home Page –
the Future Face of
SaaS?
Marketing & Demand Management
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Emerging Customer Trends – III
• ‘SaaS Silos’ Collapsing
• Customers taking a
longer term view on
SaaS as a viable
enterprise platform
Marketing & Demand Management
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Customer Examples
Customer Business Challenges Solution
Large Health Rapid M&A, Dozens of un- Salesforce.com as a Platform,Google
Care Provider integrated disparate AdWords, Google Analytics, Google
systems, lack of cross org Home Page
visibility / analytics
Medium High- M&A, broad applications and Salesforce.com initially for SFA – now
Tech Software server portfolio, shifting go- for All Employees – Support,
to-market Alliances, G&A
Education, Cost and Effectiveness of Google Apps – Gmail, Calendar,
High-Tech, Collaboration (Exchange, Docs, Spreadsheets, Talk. Google
Manufacturing Office, Lotus Notes) Homepage and Enterprise Gadgets
Marketing & Demand Management
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Vtrenz, On-Demand Marketing Automation
Will Schnabel,
VP & GM
Founded in 1999 by Brian Gramer
!
Now a part of Silverpop, a leading provider of
!
email marketing solutions
250+ employees with offices in Atlanta, Fargo,
!
Irvine, and London
Over 700 clients with both B2B and B2C marketing
!
needs
Partnerships with top marketing and CRM vendors
!
• Salesforce.com
• Microsoft
Marketing & Demand Management
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Unlocking the Value in CRM
• With Marketing Automation:
! Improve the quality of leads
sent to sales
! Accelerate the sales cycle
! Increase future sales
opportunities
“When utilized properly, e-mail strengthens the customer experience and acts as a
catalyst for ongoing customer interaction. In this way, e-mail marketing campaigns
act not only as sales tools, but as building blocks of more profitable and lasting
relationships.”
Peppers & Rogers Group
Marketing & Demand Management
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Key Processes in Automated
Lead Development
• Demand Generation
Lead
Demand
Capture
Generation
• Lead Capture
• Pre-Qualification/
Lead Scoring
Pre-Qualification /
Report &
Scoring
Analyze
• Lead Distribution
• Lead Nurturing/ Warming
Nurture Distribution
• Report and Analyze
Marketing Automation
Marketing & Demand Management
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Aligning Sales & Marketing Objectives
Campaign
Execution
6. Campaign ROI & 1. Delivery Rates
ROMI
Sales Close Lead
Generation
Closed Loop
5. Close Rates / 2. Conversion
New Customers /Response Rates
Lead Cycle
Opportunity Lead
Management Qualification
4. Follow-up 3. Qualification
Lead-time Rates
Lead
Assignment
Marketing & Demand Management
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Marketing Automation’s Impact on Sales
Companies using automated lead development best practices
have a 14% higher sales win rate
Outcome of Forecasted Deals Comparison
60%
“Best in Class companies showed 55.6%
greater than a 15% annual 50%
48.6%
improvement in ROMI, customer
40%
retention rates, and customer Lead Generation
Optimization Group
acquisition rates using precision 30%
All Others
marketing techniques” 20.9%
20%
14.7%
10%
Source: Aberdeen Group; The CMO’s Strategic Agenda
0%
Win Rate No Decision
© 2006 CSO Insights
Marketing & Demand Management
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Open Discussion
Q&A
Marketing & Demand Management
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Marketing & Demand Management -
A New Hub for Managing CRM Effectiveness
Panelists
Rob Panepinto, President Chris Barbin, CEO
Connextions Appirio
rpanepinto@connextions.com chris@appirio.com
Will Schnabel, President Chris Hoffmann, Sr. Principal/Research
Director
Vtrenz TripleTree, LLC
wschnabel@vtrenz.com choffmann@triple-tree.com
Marketing & Demand Management
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Property of TripleTree, LLC

Next Webcast
October 10, 2007
Web 2.0 & Collaboration
Shifting the CRM Sector from Growth to Hyper-Growth
___________
to register go to www.triple-tree.com
26

Thank You.
This now concludes today’s program.
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Property of TripleTree, LLC