Contact Management Project Proposal


Published on

Outlines the contact management requirements to facilitate demand generation campaigns, the current state of the contact database and systems and the proposed actions to ensure achievement of demand generation goals.

Published in: Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Contact Management Project Proposal

  1. 1. FY09 Contact Discovery Project Elliott Lowe April 16, 2008
  2. 2. Agenda <ul><li>What we want </li></ul><ul><li>Where we are today </li></ul><ul><li>Gap analysis </li></ul><ul><li>Fill gaps in contact coverage </li></ul><ul><li>Immediate action items </li></ul><ul><li>Maintain accurate contact information </li></ul><ul><li>Audit contacts for accuracy and performance </li></ul><ul><li>Dependencies </li></ul>
  3. 3. What We Want <ul><li>2,646 enterprise accounts </li></ul><ul><ul><li>217 Federal </li></ul></ul><ul><ul><li>180 Canadian (220 organizations) </li></ul></ul><ul><li>17 priority campaigns </li></ul><ul><li>5 contacts / account / solution (ideal minimum) </li></ul><ul><li>225K total campaign contacts, 150K unique contacts </li></ul><ul><li>Even distribution of title levels (executive, director, manager, user) </li></ul><ul><li>More visibility / reports to audit and manage data </li></ul>
  4. 4. Where We Are Today
  5. 5. Where We Are Today <ul><li># of Contacts / Job Level / Account (3,200 enterprise accts) </li></ul>467 63 530 Administration 101,582 19,778 121,360 Executive 203,597 57,536 261,133 Total   363 2 365 Blank 703 386 1,089 Not Provided 44,440 9,701 54,141 User 37,523 16,806 54,329 Manager 18,519 10,800 29,319 Director Non-Augment without codes Non-Augment with codes Augment with codes All
  6. 6. <ul><li>Quality: Info Governance call survey into Augment database </li></ul><ul><ul><li>31% Inappropriate contact (10% is normal) </li></ul></ul><ul><ul><li>17% Invalid contact (5% is normal) </li></ul></ul><ul><ul><ul><li>No longer with company </li></ul></ul></ul><ul><ul><ul><li>5% bad phone number </li></ul></ul></ul><ul><li>Data synchronization issues between CIDB and SFDC </li></ul><ul><li>Insufficient visibility / reports to manage data </li></ul>Where We Are Today
  7. 7. Gap Analysis <ul><li>Analyzed 2,651 existing enterprise accounts </li></ul><ul><li>Average of 1,152 accounts with no contacts/solution (43%) </li></ul><ul><li>Average of 2064 accounts with <4 contacts/solution (78%) </li></ul><ul><li>Need at least 190K campaign contacts for ideal minimum coverage </li></ul><ul><ul><li>Likely more to replace invalid / inappropriate contacts </li></ul></ul><ul><li>Need more director-level contacts </li></ul>
  8. 8. Gap Analysis <ul><li>Nearly 1,700 accounts on average have insufficient contacts in 12 priority campaigns (five campaigns have no contacts) </li></ul>
  9. 9. Gap Analysis <ul><li>Large percent of Executive contacts </li></ul>
  10. 10. Gap Analysis 1,753-2,361 2,505? 2,547? 1,884-2,587 1,962-2,640 961-2,007 2,015 <6 Contacts 1,623-2,275 2,449? 2,509? 1,765-2,485 1,826-2,545 866,1,900 1,908 <4 Contacts 768-1,550 1,474? 1,567? 778-1,559 498-2,222 498-879 1,005? 0 Contacts $39.8 IAM $31.2 MNF $22.6 WA $55.2 APM $31.2 SM $41.5 PPM $48.0 IM NCV (MM) NCV Driver
  11. 11. Fill the Coverage Gaps <ul><li> Lead database (need to synchronize with CIDB) </li></ul><ul><li>Update CIDB contacts with no campaign codes </li></ul><ul><li>Third-party discovery (Boardwalk, Winn Technology) </li></ul><ul><li>Direct Sales – deep dive / recon info </li></ul><ul><li>Marketing inquiries – improve Enterprise account matching </li></ul><ul><li>Aprimo (synchronization with CIDB) </li></ul>
  12. 12. Contact Discovery <ul><li>Tactics </li></ul><ul><ul><li>Title keyword matching </li></ul></ul><ul><ul><li>Calls </li></ul></ul><ul><li>Vendor evaluations </li></ul>TBD TBD TBD DB matching Ziff Davis 2 weeks 2 weeks $60K/yr DB matching Jigsaw TBD TBD TBD DB matching BAO 2 weeks 2 weeks $0.45/contact DB matching Winn Technology 8 weeks 2 weeks $8.50/contact Call SMA TBD TBD TBD Call BAO 5 weeks 1-2 weeks $5/contact Call SimplyDirect 5-6 weeks 1 week $6.60/contact Call Winn Technology 8 weeks 1 week $8.80/contact Call Boardwalk Total Completion Time Initial Contact Delivery Cost Dicovery Type Vendor
  13. 13. Contact Discovery <ul><li>Need documented CIDB process to provide vendors for new contact file formats, encryption, delivery, etc. </li></ul><ul><li>Verification </li></ul><ul><ul><li>Teleprospecting to call 10-20 contacts in multiple accounts for each campaign area </li></ul></ul><ul><li>Need documented CIDB process for handling new contacts process for non-verified discovery contacts </li></ul>
  14. 14. Contact Discovery Aug 15 4K Simply Direct July 18 5K Simply Direct July 28 500 Winn Tech Sept 8 2K SMA Sept 5 25K Winn Tech July 21 100 accounts Jigsaw June 9 293 Winn Tech Date Quantity Vendor
  15. 15. <ul><li>Capture all lead sources </li></ul><ul><ul><li>Marketing inquiries – NA, EMEA, APJ </li></ul></ul><ul><ul><li> lead tab </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Direct Sales – deep dive / recon info </li></ul></ul><ul><li>Is Enterprise Account list fully loaded into CIDB? </li></ul><ul><li>Score unscored contacts </li></ul><ul><ul><li>Title keyword matching </li></ul></ul><ul><ul><li>Clarity contacts not scored with PPM </li></ul></ul><ul><ul><li>New SFDC contacts not scored with campaign code </li></ul></ul>Address CIDB Systemic Issues
  16. 16. <ul><li>Improve inquiry matching to Enterprise Accounts and establish process to preserve manual Enterprise Account matching when loading to CIDB </li></ul><ul><li>Ensure contacts from are assigned SAP IDs </li></ul><ul><li>Maintain existing contact information </li></ul><ul><ul><li>Low confidence in quality of contacts in many of the Areas </li></ul></ul><ul><ul><li>Need ability for contacts to update their own information </li></ul></ul><ul><ul><li>Need ongoing verification of existing CIDB contact records </li></ul></ul><ul><ul><ul><li>NA Geo marketing campaign response </li></ul></ul></ul><ul><ul><ul><li>Third-party contact databases and call programs </li></ul></ul></ul><ul><ul><li>Need a process for flagging graveyarded contacts in CIDB contact record </li></ul></ul>Address CIDB Systemic Issues
  17. 17. Maintain Contact Information <ul><li>Standardize functional roles / organizational titles </li></ul><ul><li>Continuous scoring </li></ul><ul><li>Add ability for contacts to update their own information </li></ul><ul><li>Quarterly validation and updates of contact information </li></ul><ul><li>Establish a worldwide “data quality consortium” consisting of both business and technical stakeholders, tasked with identifying and escalating issues related to CIDB data quality. </li></ul>
  18. 18. Audit Contacts <ul><li>Monthly validation of coverage and accuracy of sample </li></ul><ul><li>Monthly reconciliation of CIDB contact counts with inputs and opt-outs </li></ul><ul><li>Quarterly correlation of contact performance with role, title, behavior, score </li></ul>
  19. 19. CIDB Reports - New <ul><li>Contact Activity - shows contact activity (e.g. touches and responses) during 30, 60, 90 and 120 day periods </li></ul><ul><li>Contact Performance - quarterly report that shows the correlation of contact performance with role, title, behavior, score. </li></ul><ul><li>Contact Reconciliation - shows initial balance of contacts (by campaign), contacts added by source and contacts removed by category (opt-out, expired, invalid) and the resulting new contact count </li></ul><ul><li>Move Pipe </li></ul>
  20. 20. Immediate Action Items <ul><li>Add ability to specify appropriate campaign codes to contacts </li></ul><ul><li>Update CIDB contacts with appropriate campaign codes for imported contacts </li></ul><ul><li>Update CIDB contacts with campaign codes based on new titles / key words </li></ul><ul><li>Confirm validity of all CIDB enterprise account contacts </li></ul><ul><li>Improve reporting of CIDB contact coverage </li></ul>
  21. 21. Milestones Gap Analysis June ’08 Evaluate Discovery Vendors Q1 FY09 Update CIDB w/ Full Ent Acct List June ‘08 Complete Initial Discovery Q2 FY09 Validate existing CIDB contacts Q2 FY09 Contact Performance Analysis Q3 FY09 Score Unscored Contacts Q2 FY09
  22. 22. Dependencies <ul><li>Better CIDB reports </li></ul><ul><ul><li>Contact coverage </li></ul></ul><ul><li>CIDB contact quality audit for each NCV driver </li></ul><ul><li>Identify optimum number/title of account contacts </li></ul><ul><li>CIDB / SFDC / Aprimo synchronization </li></ul>