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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

Transcript

  • 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 A Seat at the Revenue Table Gwendolyn Lefevre Director, Marketing Operations, Sungard Availability Services
  • 2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14 Background • Sungard Availability Services • A privately owned B2B Company in Technology • Provides IT Operations support to IT departments that need to ensure business viability by keeping mission critical information and applications up and running
  • 3. Page 3 © 2014 Marketo, Inc.#MKTGNATION14 1. Are we able to sustain and grow our business? 2. What resources do we have available? 3. What is the optimum way to use our resources? Discovery & Review – Big 3 Questions
  • 4. Page 4 © 2014 Marketo, Inc.#MKTGNATION14 Provides power and precision, but you can drive? Provides power and precision, but needs a large support team? What are you looking for in a Marketing Platform?
  • 5. Page 5 © 2014 Marketo, Inc.#MKTGNATION14 1. Who will need to buy in? How to Achieve Buy In 3. Have a Plan -- come with answers on how you plan to avoid or minimize disruption to the business 4. Be willing to take a chance 2. What is the benefit to the organization?
  • 6. Page 6 © 2014 Marketo, Inc.#MKTGNATION14 Implementation • Identify the key roles and responsibilities • Get help if you have a tight deadline or lack resources (Marketo Consulting Services is a wonderful group!) • Make a plan, specify: • PRIORITIES • Owners • Dates • Dependencies
  • 7. Page 7 © 2014 Marketo, Inc.#MKTGNATION14 Implementation • We implemented and migrated to Marketo in 2 months with the help of Marketo Consulting Services • Migrated over 90 marketing programs (web, demand gen, channel, and events) • Developed 15 new programs, including brand new Nurture programs • Baseline Reports • Phase 2 we implemented: • Lead Scoring • Sales Insight • Both Phases were complete and fully functioning in 5 months
  • 8. Page 8 © 2014 Marketo, Inc.#MKTGNATION14 By the Numbers: • In 2013, our Marketing department was tasked with providing opportunities and pipeline for New Logo business. • Our marketing efforts produced 35% of the New Logo Closed Won opportunities in 2013. • Additionally, marketing successfully generated 49% of the New Logo pipeline opportunities generated in 2013. This was a 22% increase over 2012. • Due to our impact on direct pipeline and won business, we now have a seat at the table and are able to help drive the business
  • 9. Page 9 © 2014 Marketo, Inc.#MKTGNATION14 Creative & Demand Gen Awards
  • 10. Page 10 © 2014 Marketo, Inc.#MKTGNATION14 Final Thoughts • Keep your goal in mind -- always keep in mind what you are ultimately trying to drive and achieve • Don’t go it alone -- you need a champion, team buy in and remember to ask when you need additional support • Have a Plan -- taking the time to plan ahead will ensure a positive outcome • Take a chance -- don’t be afraid to succeed
  • 11. Page 11 © 2014 Marketo, Inc.#MKTGNATION14 Q&A Gwendolyn Lefevre Director, Marketing Operations at Sungard Availability Services gwendolyn.lefevre@sungardas.com @LefevreG_p