The Enterprise Marketing Management Strategy Guide


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Marketing process optimization technologies are emerging everywhere. Yet none address all of the needs a corporate marketer has and none fit the definition of a complete, integrated enterprise marketing management system. But that doesn't mean you shouldn't start implementing EMM today.

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The Enterprise Marketing Management Strategy Guide

  1. 1. Saepio Distributed Marketing Leadership Series Overview: The Enterprise Marketing Management Strategy Guide<br />
  2. 2. Introduction<br />This deck provides a top-level overview of the popular Saepio guidebook, “The Enterprise Marketing Management Strategy Guide”<br />Who should read it:<br />Companies seeking to bring more organization, structure and efficiency to their marketing operations processes.<br />Companies with a distributed marketing network (i.e. agent/broker networks, channel distribution, VARs, authorized dealer networks, franchise systems, service industry businesses and chain retailers).<br />A full copy of the guidebook can be downloaded at:<br /><br />
  3. 3. The Promise <br />Marketers need a single platform technology that permeates into every relationship they have with both customers and prospects. <br />That’s the promise Enterprise Marketing Management makes:<br />To take the knowledge from analytics and business intelligence platforms. <br />To incorporate marketing creative workflow, scenario planning and campaign management. <br />To draw on customer and consumer data, digital assets and cross media assembly engines to generate real time content. <br />To engage consumers and customers in relevant conversations in the medium of their choice. <br />To react to their responses immediately and intelligently based on analytics. <br />To report confidently on marketing performance.<br />
  4. 4. Enterprise Marketing Management <br />Enterprise Marketing Management (EMM) technology in its future state is an end-to-end, seamlessly integrated technology platform that organizes, automates and manages every stage and every component of an organization’s marketing process. <br />That means that EMM is comprised of: <br />data repositories (includingCRM and transactional data) <br />robust user management and connectivity <br />business intelligence, predictive analysis and market forecasting<br />marketing resource management <br />marketing Asset Management and real-time, cross-media content serving <br />customer on-boarding <br />and more, depending on an organization’s unique needs <br />
  5. 5. The Full EMM Picture<br />
  6. 6. EMM Key Components: Data Repositories<br />Quality data needs to be at the foundation of any marketing system, but is particularly important for EMM performance.<br />Marketing leaders should focus on getting repositories in order, regardless of whether the target is one-to-one, one-to-few or one-to-mass marketing. <br />Data that can be used by EMM includes:<br />customer data<br />prospect-interaction data<br />transactional data<br />product data<br />competitive data<br />logistics data <br />and more<br />
  7. 7. EMM Key Components:User Management & Work Team Connectivity<br />User management determines which users have access to what content and functionality within the EMM system.<br />Because the platform touches all participants in the marketing process, highly configurable user management is essential.<br />Consider the role that different entities play in the marketing ecosystem: <br />For an EMM platform to be effective, all partners should be able to engage with the system as appropriate and as allowed by a robust user management platform. <br />This includes both human and automated interactions.<br />Greatest success occurs from a culture of collaboration where participation in systems becomes the expected norm. <br /><ul><li>Internal marketing team
  8. 8. Ad agencies and staffs
  9. 9. Print service providers
  10. 10. Email distribution providers
  11. 11. Distributed / local marketers
  12. 12. Media Outlets
  13. 13. CRM managers
  14. 14. Direct mail vendors
  15. 15. Media outlets </li></li></ul><li>EMM Key Components:Business Intelligence, Predictive Analysis & Market Forecasting <br />The value of these elements should grow exponentially once EMM systems are in place.<br />EMM systems include feedback loops that enhance the depth and quality of the data being analyzed.<br />An EMM system can be expected to both automatically gather and analyze relevant data. <br />Enable real-time, data-driven content assembly.<br />Interactions with a prospect or customer can be highly personalized based on the prospect’s past interactions and structured around best-performing communications sequences.<br />
  16. 16. EMM Key Components:Marketing Resource Management (MRM)<br />MRM functionality focuses on efficient internal processes. <br />Think of MRM as the processes that occur between identification of product positioning, target audience, definition of business objectives and the delivery of marketing messages. <br />Multiple processes are found in this space including: <br />Creative concept and design development<br />Campaign planning, management and budgeting <br />Campaign calendaring <br />Marketing project management workflow <br />MRM systems bring efficiency to marketing operations by inserting workflow technology into existing processes. <br />Cycle times are often reduced and operational efficiencies are gained.<br />
  17. 17. EMM Key Components:Marketing Asset Management & Content Creation<br />MAM brings together digital asset management, collateral customization and marketing automation into a single, highly integrated platform.<br />Digital assets (such as headlines, product copy, photographs and logos) are stored as marketing objects rather than as not finished artwork. <br />These objects are associated to templates, artwork assembly rules and user/customer data to enable real-time artwork creation. <br />Instead of versions of finished artwork, only recipes for reassembly are stored to ensure that only current content is generated.<br />
  18. 18. EMM Key Components:Marketing Asset Management (MAM) & Content Creation<br />The collateral customization component of MAM enables the automated creation of content across any media type. <br />Content is comprised of marketing objects contained within the MAM system as well as content housed in other data repositories (i.e. a CRM system). <br />Marketing automation is best defined as automated processes that eliminate the need for human intervention. <br />EMM enables real-time, cross-media content serving<br />
  19. 19. EMM Key Components:Customer On-boarding<br />On-boarding solutions determine the timing, frequency, sequence and content of contacts with prospects and customers alike. <br />Software in this area may be referred to as:<br />lead management<br />lead nurturing<br />marketing automation<br />event-triggered marketing<br />and more.<br />Because it is a key customer touch point, on-boarding technology often plays a critical role in marketing performance measurement. <br />
  20. 20. Building an EMM Game Plan<br />Rank the technologies<br />Stack ranking of component technologies should be done from the perspective of required preparation, not finished state.<br />Technologies that not only create an impact today but also prepare an organization for a full EMM solution stack rank the highest.<br />Who to engage in the process<br />The primary team members should be key stakeholders within marketing: <br />the individual who manages marketing workflow operations <br />the creative development manager<br />the database/direct marketing manager <br />the brand manager<br />Scenario planning / where to start<br />Scenario planning can help you see how significantly each EMM component will improve your marketing performance. <br />After identifying major marketing process challenges, test each EMM component against each challenge to see where the most impact can occur. <br />
  21. 21. Developing an ROI Projection<br />Look at ROI at the component level first and within EMM as a whole second. <br />The different components have widely ranging implementation cycles, widely ranging investment requirements and, thus, widely ranging ROI timelines.<br />Cost reduction is the easiest factor to analyze as hard data can be applied and modeled. <br />Revenue creation is theoretical. <br />While it is plausible that implementing EMM technology will drive new revenues, it is unlikely that any major investments in EMM will occur based on new revenue estimates. <br />
  22. 22. About Saepio<br />Saepio empowers marketers to plan and execute meaningful and engaging marketing campaigns across distributed networks and around the globe – ensuring local relevance, brand consistency, speed to market and significant cost savings. The world’s best known brands turn to Saepio’s powerful software platform and extensive portfolio of support services to automate the marketing process, eliminate redundancy and ensure that all marketers connected to the brand – whether global, distributed, franchise, VAR or chain store marketers – have the assets and tools they need to quickly customize and execute campaigns.<br />
  23. 23. For more information:<br /><ul><li>Download the EMM Guide</li></ul>Contact Saepio:<br /><ul><li>
  24. 24.
  25. 25. 877.468.7613</li>