Contact Management Project Proposal

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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.

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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>Salesforce.com 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>SF.com lead tab </li></ul></ul><ul><ul><li>CA.com </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 ca.com 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 SF.com 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 SF.com contacts </li></ul><ul><li>Update CIDB contacts with appropriate campaign codes for imported SF.com 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>

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