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Where Sales and Marketing Meet
 

Where Sales and Marketing Meet

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    Where Sales and Marketing Meet Where Sales and Marketing Meet Presentation Transcript

    • B-to-B Content: The Revolution Is Now Marisa Kopec Erin Estep VP and Group Director Service Director, SCM 9 May 2013
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. B-to-B Content Supply Chains Are Broken 2 SiriusPerspective: We estimate that 60 percent to 70 percent of content produced by b-to-b marketing goes unused, sitting on portal shelves. Content About What We Want to Sell Supply Content to Fuel Conversations Demand
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Executive Summary •  Key issues –  Organizations are struggling with a content conundrum – too much demand, not enough supply –  The evolved marketing factory must be engineered to produce content to fuel inbound and outbound marketing –  Leading organizations are figuring out how to optimize their content process to reduce waste and improve product quality •  What you will walk away with –  A revolutionized organizational content process framework –  Details on the roles and best practices required for change –  A view into how a content operations role leads the revolution 3
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. 4 Polling Question •  How optimized is your organization’s content process? –  Dark ages: We reactively create content, don’t measure it and have a fragmented and redundant content process –  Age of enlightenment: We are becoming conscious that our content process is broken, and as a result have begun to question the established order –  Revolutionized: We have transformed our content process; it is highly optimized
    • The Revolutionized Content Factory An evolved perspective on content strategy
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. 6 The SiriusDecisions Content Model Ideation Activation Curation SiriusPerspective: The new paradigm requires a proactive, thorough and rational decisionmaking framework to guide new content creation. •  Which audiences are we trying to connect with? •  Which decisionmaking inflection point are we trying to enable? •  What is the information required to facilitate the desired decision? •  Who are the resources required to create this content? •  Who will need to receive this content in order to activate it? •  How will the core content components be consumed and repurposed? •  How will we ensure the content is effective at achieving its purpose? CURATIONIDEATION ACTIVATION Design Sales Requirements Creative Brief Creative Concept Format Selection Regional Requirements Measure Usage Feedback Web Analytics A/B Testing Customize Language Culture Audience Market Segment Buyer Personas Sales Personas Originate Content Requirement Topic Selection Messaging Components Information Artifacts Architect Campaign Framework Buying Cycle Sales Process Demand Type Deliver Blogs/Social Agency Sales Portal Web Site MAP Build Third-Party Global Components Regional Components Assemble Brand Check Activities or Processes Primary Accountability
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. The B-to-B Content Supply Chain 7 SiriusPerspective: There are five core functions in the marketing and sales ecosystem that contribute to producing content. Portfolio Go-to-Market Architecture Source of Product or Industry Knowledge Sales Enablement Sales Requirements Assembles Into Sales Plays Communications Brand Guidelines Forms Raw Content Into Finished “On-Brand” Goods Campaign Framework Design Content Offers for Buyers Global Campaigns Field Marketing Local Requirements Translates and Localizes Content
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Portfolio Marketing’s Role in the Factory Line SiriusPerspective: Product, solution, industry and segment marketers are primarily responsible for content origination. 8 CURATIONIDEATION ACTIVATION MeasureDesign Customize Usage Feedback Sales Requirements Creative Brief Creative Concept Web Analytics Format Selection Regional Requirements A/B Testing Language Culture OriginateAudience Architect Content Requirement Topic Selection Market Segment Buyer Personas Messaging Components Sales Personas Information Artifacts Campaign Framework Buying Cycle Sales Process Demand Type DeliverBuild Blogs/Social Agency Sales Portal Web Site MAP Third-Party Global Components Regional Components Assemble Brand Check Activities or Processes Primary Accountability •  The offering, strategy and interlock discipline •  There is more than one way to go to market – product, service, solution, audience or segment •  Global campaigns and programs need content offers based on buyer needs and issues •  Moving toward persona- and solution-based portfolio marketing requires a different way of creating content
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Portfolio Marketing’s Role in the Factory Line SiriusPerspective: Product, solution, industry and segment marketers are primarily responsible for content origination. 9 CURATIONIDEATION ACTIVATION MeasureDesign Customize Usage Feedback Sales Requirements Creative Brief Creative Concept Web Analytics Format Selection Regional Requirements A/B Testing Language Culture OriginateAudience Architect Content Requirement Topic Selection Market Segment Buyer Personas Messaging Components Sales Personas Information Artifacts Campaign Framework Buying Cycle Sales Process Demand Type DeliverBuild Blogs/Social Agency Sales Portal Web Site MAP Third-Party Global Components Regional Components Assemble Brand Check Activities or Processes Primary Accountability
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric. Best Practice: Shift to Supply Inbound and Audience 10
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric. Best Practice: Shift to Supply Inbound and Audience 11 PRODUCT-CENTRIC Capabilities Offering Capability
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric. Best Practice: Shift to Supply Inbound and Audience 12 PRODUCT-CENTRIC Capabilities Offering Capability PERSONA-CENTRIC Buyer Persona Topic Persona
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric. Best Practice: Shift to Supply Inbound and Audience 13 PRODUCT-CENTRIC Capabilities Offering Capability PERSONA-CENTRIC Buyer Persona Topic Persona
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric. Best Practice: Shift to Supply Inbound and Audience 14 PRODUCT-CENTRIC Capabilities Offering Capability PERSONA-CENTRIC Buyer Persona Topic Persona
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric. Best Practice: Shift to Supply Inbound and Audience 15 PRODUCT-CENTRIC Capabilities Offering Capability PERSONA-CENTRIC Buyer Persona Topic Persona ProductLaunch InboundMarketing Market Segment Buying Center Buying Center Buyer Need Buyer Need Offering Offering Capabilities and Benefits Capabilities and Benefits Solution Content PERSONA-BASED Education Solution Selection Engagement Market Segment Buying Center Buying Center Buyer Need Buyer Need Topic Content Education Solution Selection Engagement PRODUCT-BASED Buyer Persona Buyer Persona Topics ListTopics List Buyer Persona Buyer Persona Topics ListTopics List Initiative or Challenge Initiative or Challenge Initiative or Challenge Initiative or Challenge + Preference-Based AssetsMenu-Based Assets
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Global Campaigns and Programs’ Role in the Factory Line 16 SiriusPerspective: Global campaigns and programs are responsible for ensuring content offers align to buyers and buying cycle stages. CURATIONIDEATION ACTIVATION MeasureDesign Customize Usage Feedback Sales Requirements Creative Brief Creative Concept Web Analytics Format Selection Regional Requirements A/B Testing Language Culture OriginateAudience Architect Content Requirement Topic Selection Market Segment Buyer Personas Messaging Components Sales Personas Information Artifacts Campaign Framework Buying Cycle Sales Process Demand Type DeliverBuild Blogs/Social Agency Sales Portal Web Site MAP Third-Party Global Components Regional Components Assemble Brand Check Activities or Processes Primary Accountability •  The discipline that creates and enables demand creation •  Create a holistic view of all demand sources to gain leverage through shared program execution capabilities •  Focus on content strategy, assembly and repurposing across inbound, outbound and sales-driven demand CURATIONIDEATION ACTIVATION MeasureDesign Customize Usage Feedback Sales Requirements Creative Brief Creative Concept Web Analytics Format Selection Regional Requirements A/B Testing Language Culture OriginateAudience Architect Content Requirement Topic Selection Market Segment Buyer Personas Messaging Components Sales Personas Information Artifacts Campaign Framework Buying Cycle Sales Process Demand Type DeliverBuild Blogs/Social Agency Sales Portal Web Site MAP Third-Party Global Components Regional Components Assemble Brand Check Activities or Processes Primary Accountability
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Architecture SiriusPerspective: Content requirements are defined after figuring out how to align content to knowledge inflection points of the audience. 17
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Buyers Content Requirements by Persona Business Value Solution Fit Examples Issue Mapping Demonstration Stories Business Issues Persona Topics Customer Needs Triggers Competitive Comparison Testimonials SME Insights Value Actualization Differentiation References Onboarding Community Value Review Sellers Best Practice: Content Architecture BUYING PROCESS: DECISION STAGES Vendor Selection Solution Education Engagement Propose Qualify Close Retain Grow SALES PROCESS: WORKFLOW STAGES SiriusPerspective: Content requirements are defined after figuring out how to align content to knowledge inflection points of the audience. 18
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Buyers Content Requirements by Persona Business Value Solution Fit Examples Issue Mapping Demonstration Stories Business Issues Persona Topics Customer Needs Triggers Competitive Comparison Testimonials SME Insights Value Actualization Differentiation References Onboarding Community Value Review Sellers Best Practice: Content Architecture BUYING PROCESS: DECISION STAGES Vendor Selection Solution Education Engagement Propose Qualify Close Retain Grow SALES PROCESS: WORKFLOW STAGES SiriusPerspective: Content requirements are defined after figuring out how to align content to knowledge inflection points of the audience. 19
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Communications’ Role in the Factory Line SiriusPerspective: Communications is primarily responsible for bringing organizational insight to life through content activation. 20 CURATIONIDEATION ACTIVATION MeasureDesign Customize Usage Feedback Creative Brief Creative Concept Web Analytics Format Selection A/B Testing Language Culture OriginateAudience Architect Content Requirement Topic Selection Market Segment Buyer Personas Messaging Components Sales Personas Information Artifacts Campaign Framework Buying Cycle Sales Process Demand Type DeliverBuild Blogs/Social Agency Sales Portal Web Site MAP Global Components Regional Components Assemble Sales Requirements Regional Requirements Third-Party Brand Check Activities or Processes Primary Accountability •  The discipline that builds a framework for strategic marketing positioning that will transform how content is managed •  Opportunity not only to be the developer of content, but to create operational strategies and frameworks that will enable enterprise content operations •  The way that content is architected and designed today is very different from how this will be done in the future
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework. 21
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework. 22
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework. 23 Content Source
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework. 24 Content Source Campaign Theme
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework. 25 Content Source Campaign Theme Creative Concept
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework. 26 Content Source Campaign Theme Creative Concept Topic/Headline
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework. 27 Content Source Campaign Theme Creative Concept Topic/Headline Asset Type
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework. 28 Content Source Campaign Theme Creative Concept Topic/Headline Asset Type Brand
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 29
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 30
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 31
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 32
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 33
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 34
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 35
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 36
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions. 37
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Sales Enablement’s Role In The Factory Line SiriusPerspective: Sales enablement is responsible for providing sales requirements and architecture needs (sales methodology) to the factory. 38 CURATIONIDEATION ACTIVATION MeasureDesign Customize Usage Feedback Sales Requirements Creative Brief Creative Concept Web Analytics Format Selection Regional Requirements A/B Testing Language Culture OriginateAudience Architect Content Requirement Topic Selection Market Segment Buyer Personas Messaging Components Sales Personas Information Artifacts Campaign Framework Buying Cycle Sales Process Demand Type DeliverBuild Blogs/Social Agency Sales Portal Web Site MAP Third-Party Global Components Regional Components Assemble Brand Check Activities or Processes Primary Accountability •  Provides a key (if not the key) integration role between marketing and sales •  Selling higher and selling solutions require issue-based content •  Supply and demand stressed by need for content that does more than describe the product •  Content must align to sales process
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Persona and Customized Value Content 39 SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation.
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Persona and Customized Value Content 40 SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation.
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Persona and Customized Value Content 41 SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation. Very High-Performing Reps Mediocre-Performing Reps Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Persona and Customized Value Content 42 SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation. Very High-Performing Reps Mediocre-Performing Reps Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9 Very High-Performing Reps Mediocre-Performing Reps Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Not In Top 10 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Persona and Customized Value Content 43 SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation. Very High-Performing Reps Mediocre-Performing Reps Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9 Very High-Performing Reps Mediocre-Performing Reps Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Not In Top 10 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9 Very High-Performing Reps Mediocre-Performing Reps Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Not in Top 10 Sales Playbook 10 9
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. 44 Polling Question •  How optimized is your content localization approach? –  Dark ages: We build content assets, ship them to the regions and don’t follow up, measure or learn; it’s a one-way process –  Age of enlightenment: We realize that local country teams and regions don’t use the content, or the rework is huge –  Revolutionized: Regional requirements are gathered in the design stage of our content process; we create components that are then modified and repurposed in the regions to meet local market needs (e.g. timing, translation)
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Field Marketing’s Role in the Factory Line SiriusPerspective: Field marketing’s role is to engage local experts and customers to feed messaging components and leverage third-party sources. 45 CURATIONIDEATION ACTIVATION MeasureDesign Customize Usage Feedback Sales Requirements Creative Brief Creative Concept Web Analytics Format Selection Regional Requirements A/B Testing Language Culture OriginateAudience Architect Content Requirement Topic Selection Market Segment Buyer Personas Messaging Components Sales Personas Information Artifacts Campaign Framework Buying Cycle Sales Process Demand Type DeliverBuild Blogs/Social Agency Sales Portal Web Site MAP Third-Party Global Components Regional Components Assemble Brand Check Activities or Processes Primary Accountability •  Regional and field marketing is the function that curates content and adapts it for local market relevance •  Field marketing must be involved upstream in the content process; there should be formal regional requirements input •  Field marketing can create content in local factories; the process needs to capture this workflow and measure this content
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Best Practice: Avoid Local Rework Via Reverse Process 46 SiriusPerspective: SiriusDecisions reports that at least 20 percent of content is originated in local markets by field or regional marketing. Corporate 80% Regional 5% Local 15%
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. The Emerging Role of Content Operations SiriusPerspective: Content operations owns visibility into the end-to-end process, acting as a knowledge repository for all contributors. 47 CURATIONIDEATION ACTIVATION MeasureDesign Customize Usage Feedback Sales Requirements Creative Brief Creative Concept Web Analytics Format Selection Regional Requirements A/B Testing Language Culture OriginateAudience Architect Content Requirement Topic Selection Market Segment Buyer Personas Messaging Components Sales Personas Information Artifacts Campaign Framework Buying Cycle Sales Process Demand Type DeliverBuild Blogs/Social Agency Sales Portal Web Site MAP Third-Party Global Components Regional Components Assemble Brand Check Systems Infrastructure Feedback, Usage and Behavioral Analysis and Reporting Process Mapping and Socialization
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. Content Optimization Dashboard SiriusPerspective: Use relevant metrics and key performance indicators to measure enterprise-wide content operational effectiveness. 48 Contribution •  Lead Attribution •  Won Deals Attribution •  Referrals •  Form Conversion •  Satisfaction Scores •  Feedback Survey Data •  Content ROI Process •  Content Pipeline •  Alignment •  On-Time Delivery •  Time to Create •  Repurpose Ratio •  Time to Repurpose •  Language Translation Cost •  Waste/Redundancy Utilization • Consumption by Channel • Consumption by Audience •  Views •  Downloads •  Clickstreams •  Third Party vs. Organic •  Cost per Asset (Outsourced) •  Cost per Asset (Insourced) KPIsMetricsFinancial
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. 49 Action Items •  Marketing –  Beyond a content audit, measure the effectiveness of content and the overall level of optimization of the content factory –  Rebalance the factory to support demand for inbound •  Sales –  Build clear requirements; articulation of the seller’s needs is critical so the factory knows what to produce –  Avoid creating redundant processes to what already exists •  Product –  Retool and retrain content creators to support the new content paradigm (messaging, personas, social)
    • © Copyright SiriusDecisions. All Rights Protected and Reserved. 50 Recommended Reading •  Core Strategy Report: Building a Content Strategy •  Content Curation: The Sirius Perspective •  Conducting a Field Content Collection Week •  Sales Content: It’s Time for an Overhaul •  Solving the Content Creation Conundrum •  Demand Type: Its Impact on Content Strategy •  Building a Persona-Based Content Framework •  The SiriusDecisions Product Messaging Map Framework