CMO Summit Customer Acquisition & Growth

1,105 views

Published on

Best practices for customer acquisition, retention and expansion

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,105
On SlideShare
0
From Embeds
0
Number of Embeds
56
Actions
Shares
0
Downloads
36
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Pete Kranik tips 5 min intro 10 min each Lesson learned (success and flops) Examples, our business issue, how we approached it Ask question to the group, sharing and facilitating Think of our top questions High on content, low on slides
  • Pete Kranik tips 5 min intro 10 min each Lesson learned (success and flops) Examples, our business issue, how we approached it Ask question to the group, sharing and facilitating Think of our top questions High on content, low on slides
  • Why Pegasystems? Battle-tested for 20 years, developing mission-critical applications for blue-chip customers around the world. Global organization, with offices across the U.S., and in Europe and Asia-Pacific. Publicly-traded on NASDAQ since 1996. Extensive experience developing rules-based business process management applications for banks, insurance companies and healthcare providers and payers. Establishing recognized thought leadership in the industry with ‘smart BPM’ (as attested to by Gartner ‘Leaders’ positioning in BRE and BPM Magic Quadrants, 2003). Strong financial performance in both revenues and profits, particularly over the last two years. Our customers are predominantly large, internationally-known companies considered to be among the best in their respective industries.
  • GJ does this
  • Pete Kranik tips 5 min intro 10 min each Lesson learned (success and flops) Examples, our business issue, how we approached it Ask question to the group, sharing and facilitating Think of our top questions High on content, low on slides
  • Are you doing this? PURL
  • Voice of the Customer
  • CMO Summit Customer Acquisition & Growth

    1. 1. Martyn Christian, CMO, Kofax Grant Johnson, CMO, Pega B2B Customer Acquisition, Retention and Expansion <ul><li>04/27/11 </li></ul>
    2. 2. Discussion <ul><ul><li>Customer Acquisition Approach </li></ul></ul><ul><ul><li>Customer Retention/Expansion Approach </li></ul></ul><ul><li>What’s working/not for us </li></ul><ul><li>What’s working/not for you </li></ul>
    3. 3. New Customers vs. Current Source: SiriusDecisions SiriusPerspective: Despite the generally accepted truth that it pays to sell to current customers, few companies do so systematically.
    4. 4. Customer Acquisition Approach <ul><ul><ul><li>Selling Cycle vs. Buying Cycle </li></ul></ul></ul><ul><ul><ul><li>One Size Fits All vs. Audience Segmentation </li></ul></ul></ul><ul><ul><ul><li>Monologue vs. Dialogue </li></ul></ul></ul><ul><ul><ul><li>Hard Sell vs. the Customer Journey </li></ul></ul></ul>
    5. 5. Customer Acquisition Approach Adapt Your Marketing Activities to Buying Cycle Stages Laura McLellan – VP Gartner <ul><li>Buying Cycle vs. Selling Cycle </li></ul><ul><li>Understand the problem </li></ul><ul><li>Sales & marketing integration </li></ul><ul><li>Research & SME knowledge </li></ul><ul><li>Solutions vs. Product focus </li></ul>
    6. 6. Customer Acquisition Approach – IBM CxO Studies <ul><li>Collection of customer insights and opinions </li></ul><ul><li>Engaging customers in dialog </li></ul><ul><li>Establishing a positive brand perception as a “listener” not a “seller” </li></ul><ul><li>Helps define positioning </li></ul><ul><li>Extend into local demand generation programs </li></ul><ul><li>Multi-media options </li></ul><ul><li>Localization options </li></ul>
    7. 7. Customer Acquisition Approach – IBM CxO Studies
    8. 8. The Customer Acquisition Journey Source:, Forrester Research
    9. 9. Anatomy of the Journey Marketing 3/15 Targeted Campaign 4/26 Pega.com visits December Community Regs 6/21 Tradeshow Meeting 12/15 VOC 1/20 Negotiation Feb: Close/Won November Newsletter Sign-Ups 11/1 Proof Of Concept January Web & Community 8/15 Contact Us Web Request 8/18 Qualification SQL October 15 Unique Web Visitors 10/1 Initial Meeting and Demo
    10. 10. Engagement Levels as “Heat Indicator” <ul><li>Engagement levels: continuous tracking, based on contact’s last engagement activity date </li></ul><ul><ul><li>Active: last activity within X days </li></ul></ul><ul><ul><li>Casual: last activity between X and Y days </li></ul></ul><ul><ul><li>Inactive: activity older than Y days </li></ul></ul>
    11. 11. Poll <ul><li>How many spend >50% program budget on acquisition? </li></ul><ul><li>Where increasing? Acquisition or Expansion? </li></ul><ul><li>Where would you put an extra $500k? A or E? </li></ul><ul><li>Where are you on the Sales & Marketing Alignment Continuum? </li></ul><ul><ul><li>A) Finger pointing is an art </li></ul></ul><ul><ul><li>B) We have a healthy dynamic tension </li></ul></ul><ul><ul><li>C) We agree on investment and program priorities </li></ul></ul><ul><ul><li>D) We are aligned up and down the organization </li></ul></ul>
    12. 12. Customer Retention/Expansion Approach <ul><ul><li>Lifetime customer value </li></ul></ul><ul><ul><li>Leveraging customer success </li></ul></ul><ul><ul><li>Expansion in multi-influencer, multi-stage markets </li></ul></ul><ul><ul><li>Campaign framework strategies </li></ul></ul><ul><ul><li>Customer loyalty lessons learned </li></ul></ul>
    13. 13. Customer Expansion: Global Financial Services Improve Operations Optimize Customer Service Grow Revenue 2. Multi-Channel Customer Service 1. Operations Case Management 4. Service Case Management 3. Enterprise Agility Platform 6. Conversation Management 5. New Business <ul><li>Visa Division purchases Pega to automate credit card disputes </li></ul><ul><li>Company adds program to renew the CSR desktop with Card CPM </li></ul><ul><li>Selects Pega Platform for various Case Management applications </li></ul><ul><li>Company purchases cross-channel service management </li></ul><ul><li>Company selects Pega for an on-line account opening solution </li></ul><ul><li>Selects Pega for upsell, cross-sell and retention </li></ul>ROI Phases
    14. 14. Leveraging Customer Success Client Success Public Awareness Case Studies Press Speaking Awards References
    15. 15. Recognize and Reward
    16. 16. The Results
    17. 17. Customer Expansion <ul><li>Many points of influence and input within customer </li></ul><ul><li>Messaging needs to be appropriate for stage in sales cycle and audience </li></ul><ul><li>Multi-product offerings complicate this further </li></ul><ul><li>Cross-sell and up-sell requires careful planning </li></ul>
    18. 18. Customer Expansion – Campaign Framework Offerings for Sale Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 Product 7 Product 8
    19. 19. Customer Expansion – Campaign Framework Offerings for Sale Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 Product 7 Product 8 Campaign Framework Leadership Industry Vertical 1 Solution Set 3 Upgrade Offer Indsutry Vertical 4 Industry Vertical 3 Indsutry Vertical 2 Horizontal Segment Solution Set 1 Solution Set 2 Channel 1 Channel 2
    20. 20. Customer Expansion – Role Based Marketing <ul><li>Increases relevance but increases complexity </li></ul><ul><li>Role based messaging requires SME’s </li></ul><ul><li>Campaign managers need to invest in planning as well as execution </li></ul>
    21. 21. Results – Customer Loyalty Works <ul><li>Loyalty Survey & Methodology (NetPromoter) </li></ul><ul><li>Marketing should sponsor and lead integration across the business </li></ul><ul><li>Pragmatic insight and solutions for cross functional problems </li></ul><ul><li>Result – increased revenue and profitability </li></ul><ul><li>Doing more with less </li></ul>
    22. 22. Poll <ul><li>What are you doing in customer expansion that’s working? </li></ul><ul><li>What’s giving you the most leverage in managing the customer journey? </li></ul><ul><li>What’s not working and why? </li></ul><ul><li>What would you do with an extra $500k? </li></ul><ul><li>If you weren’t CMO, what other seat at the table would you like? </li></ul>
    23. 23. Martyn Christian, CMO, Kofax Grant Johnson, CMO, Pega Thanks! <ul><li>04/27/11 </li></ul>

    ×