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A Seat at the Revenue Today - Gwendolyn Lefevre

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Gwendolyn Lefevre, Director of Marketing Operations at Sungard Availability Services, discusses how marketers are able to help sustain and grow their businesses, the resources that marketers have …

Gwendolyn Lefevre, Director of Marketing Operations at Sungard Availability Services, discusses how marketers are able to help sustain and grow their businesses, the resources that marketers have available to them, and the optimum way to use these resources.

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  • I am like you I am in Marketing Operations. Key questions to ask.

    1) Talk about Sungard AS situation with existing system. Not meeting needs and support from existing system not able to move the needle.
    2) Limited Budget/Resources to everything in marketing. Not able to support a large team of specialized systems management.
    3) Wanted to keep spend and personnel focused on demand gen goals, not managing/supporting system
  • Add some graphics here…

    Who do I need to get buy in? Conversation with IT team? -- Included them in the beginning…

    Moved our organization from a Cost Center to a Profit Center – identified how we could achieve that with Marketo. We also listed how Marketo was more likely to do that over our existing systems. We provided a check list of comparisons, paying special attention to key areas of interest to the business
    Signed up for a very short implementation time in order to switch over before the end of our previous vendor contract. -- Included Consulting Services in our implementation plan
    Signed up to produce a % of the Sales Pipeline, rather than simple # of MQLs. Calculated risk to get implemented on time.

    Personal Gain from Experience. Personally, I gained credibility both within my organization and outside of my organization.
  • Examples of important Key role (as a highlight)

    Give examples of Priorities
  • Setting up Marketo
    Developing APIs from our Website to Marketo
    Developing all of the baseline templates
    Setting up baseline reports
    Delivering training to the users
  • Look for logo for each one –
    Mention top 3
  • Look for logo for each one –
    Mention top 3
  • ×