The CMO Imperative - Data Driven Results

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The CMO Imperative - Data Driven Results

  1. 1. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.years experienceglobal partnerscustomers worldwide151,00012,000The CMO Imperative| Data Driven Results
  2. 2. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Housekeeping• VOIP is enabled, however if you cannot hear please useweb meeting dial in details• phone lines are muted• presentation is approximately 50 Minutes• use the questions feature to submit questions• all questions will be addressed at the end of presentation2
  3. 3. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.3Peter ChaseExecutive Vice President and FounderScribe Software@PeterRChasepeter.chase@scribesoft.comThe CMO Imperative| Data Driven ResultsBrendan PetersonISV Technical EvangelistScribe Software@scribenerdBrendan.peterson@scribesoft.com
  4. 4. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.SPARK Series for Marketing Automation• Welcome!• Educational, not product focused• Next Up:- “Graduating from Email Marketing” by Marketo- “The Cost of Dirty Data” by ReachForce• Registration link in follow up email- See full list at scribesoft.com/webinars4
  5. 5. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Scribe Overview• Pacesetting Capabilities- We bring customer data anywhere it’s needed- Leadership in major customer application markets – MS Dynamics, Salesforce.com- Partner-Centric Go To Market; it’s in our DNA- Extensive ISV network – ExactTarget, Marketo, Silverpop, On24, znode• Key Offerings- Scribe Online Platform- Scribe Online Replication Services, Integration Services- Scribe Insight• Established Global Company- Headquarters; Manchester, NH USA- EMEA office: Den Haag, Netherlands• Awards- 2012 SIIA Codie Award Winner- AlwaysOnDemand Global 250 Award Winner5
  6. 6. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.FinancialServicesEducation andPublic Sector ManufacturingSports, Media &EntertainmentServicesRepresentative Customers66
  7. 7. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Scribe Believes…7Customer Data Fuels Everything.Anywhere, Now.Easy Matters.77
  8. 8. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Today’s Presentation• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up8
  9. 9. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Marketing Automation is Hot9Marketing automation will lead CRM application segment growthwith a 10.7% compound annual growth (CAGR) through2016, reaching a total market value of $4.6B.Gartner, 2013
  10. 10. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Data is King104.5The hours per week theaverage employee spendstracking down informationthey need to do their job.115%The percent of businessesthat have fully integratedtheir customer-facingsystems370%The percent of businessesthat plan to spend more ondata-related marketinginitiatives in 20132$14BThe size of the CRM market in2013 according toGartner, December 2012.455%The percentage of businessesthat consider data integrationto be a critical component oftheir information managementstrategy according to VentanaResearch1 Data Growth and Protection Survey, March 2012, Symform & StorageCraft2 Infogroup, January 20133State of Data Integration Survey, Scribe Software, March 20124CRM Revenue Forecast, Worldwide 2009 – 2016, Gartner, Dec 2012
  11. 11. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.11Data is KingCMOs in outperforming organizations investmore effort in integrating and using data tofoster customer relationships.How Customer Data is Used:• Segmentation/targeting [67%]• Pre-sale product education [56%]• Needs-based content [54%]• Delivering offers to buy [58%]From Stretched to StrengthenedIBM Institute for Business ValueGlobal CMO Study
  12. 12. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.12Integrated Marketing Delivers Results38% Higher LeadConversion with IMASource: 2011 Lead Generation Marketing ROI Study, The Lenskold Group
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  14. 14. About This Report83%17%Business RespondentsThird-Party SystemIntegratorsMore than 920 technical professionals, business leaders, systems integrators, VARs andpartners participated in “The State of Customer Data Integration 2013” report, over 200%increase in participation compared 2012 (n =300).2013 respondents came from a cross-section of industries and from more than 50countries, representing all regions of the world. Various company sizes and levels of corebusiness systems adoption and usage were represented. Respondents were comprised of C-level executives as well as business analysts and IT professionals, who manage and supportsystems implementation and data integration function within their organizations.Survey Respondents Total Respondents by Regionn=92165%10%9%7%3%2%2%1%1% United StatesEuropean UnionCanadaUnited KingdomAustralia & New ZealandSouth AmericaWorldwideAsian PacificMiddle East & S. Africa14
  15. 15. State of Business Systems Integration• Consensus on the Importance of Systems Integration:• Highest importance on CRM and BI integration reported by 74% of business• CRM and Customer Support Systems by 73%• CRM and Marketing Automation by 71%• CRM and ERP by 69% of respondents• Low Levels of Full System Integration:• Only 16% of the businesses report full integration among their various business systems comparedto 15% in 2012• Partial integration still the norm, with 10% of enterprises reporting complete lack of integrationamong systems• Rather than chasing the elusive promise of Big Data, businesses need to focus on integrating andmaking smart data available – data that leads to actionable business insights to drive soliddecisions across the organization• Financial Data Still Siloed:• The lowest levels of reported between-systems integration are between CRM and ERP (13%) andCRM and Social (10%)• Systems Integrators Drive Higher System Integration:• Businesses who use the help of systems integrator see higher levels of systems integration acrossall core business systems• The critical role of third-party systems integrators more evident when reviewing the levels of non-integration between systems – businesses serviced by systems integrators all report some level ofintegration between their systems15
  16. 16. Levels of Integration b/n BusinessSystemsStrong consensus on the importanceof between-systems integration, butbusinesses still ways to go to makesuch integration a reality:• The highest reported level of systemintegration is between CRM andCustomer Service (24%); CRM andMA (22%); CRM and SFA (21%)• Businesses who use the help ofsystems integrator see higher levelsof between-systems integrationacross all core businesssystems, including connectingfinancial data in ERP systems withcustomer data in CRM systems• Findings in line with the results fromour 2012 State of Data Integrationsurvey, pointing to the critical rolesystems integrators and consultantsplay in achieving tighter integrationbetween business systems24%22% 21%16%14% 13%10%30%32% 33%21% 21% 21%16%0%10%20%30%40%50%60%CRM &CustomerServiceCRM &Marke ngAutoma onCRM & SalesForceAutoma onCRM &BusinessIntelligenceCRM &MobileCRM &EnterpriseResourceMgmtCRM & SocialBusiness Respondents Third-Party System Integratorsn=699Levels of Between-Systems Integration: 201316
  17. 17. Today’s Presentation• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up17
  18. 18. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Data Challenge18
  19. 19. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Why is Integrated Marketing So Elusive?We don’t fully understand what it isWe don’t know where to startWe don’t know how to finish19
  20. 20. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.What is NOT Effective Integrated Marketing?• Simply extending parts of your Marketing Automation platform into CRM• Don’t cripple the best tools for the job!• Integrating data and process across applications at every level• Let the crazy ones solve the unified customer database / MDM problem• Avoid death by tight coupling20
  21. 21. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.21MarketingAutomationERPCRMCSSSocialOther123Closing the Gapdata capture| customer driven campaignsmore targeted| more personalizeddata delivery| from programs to fieldactionable| more effectivedata aggregation| measurementvisibility| entire sales & marketing funnel
  22. 22. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Today’s Presentation• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up22
  23. 23. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.1. Utilize a platform that provides forexpansion and change2. Utilize an experiencedimplementation partner3. Define discreet use cases(who, what, when)4. Define the logical data mapping(including any pre-requisites)5. Prioritize based on business value vs.cost/complexity6. Implement7. Repeat for the next prioritySteps to Success23
  24. 24. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.ExampleUse Case: When a customer order is processed in our ERP application for over$10,000, capture the customer and contact data and pass it to our MA system forinclusion in our weekly Elite customer program campaign.Business Value: Increased sales to high value customers through exclusivepromotions in the Elite customer program. Expected add’l annual revenue of $1MM ($500 per Elite customer at 2,000 new Elite customers per year).Logical Data Map:MAP #1: CAPTURE LARGE CUSTOMER ORDERS FROM ERP AND SEND TO MA FOR ELITE INVITATION Use Case(s) Supported: 1Frequency: Every 24 hours Data Volume: up to 100 records per day Latency: 90 minutesSource: ERP Target: Marketing AutomationObject Filter Lookup Key Object Operation Lookup Key API (s)Contacts All main billing contactsthat have a relatedorder record that wasnewly created and wasover $10,000.contactid (GUID) Subscriber Update or insert CustomerNumber CreateSubscriberUpdateSubscriberNotes: The CustomerNumber which is maintained in ERP and shared with CRM needs to be stored in the subscriber record in the MA system.24
  25. 25. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Product Demonstration1.Capture new high value customers from Dynamics CRM and createsubscribers and add them to an Elite Customer list in Silverpop for targetedcommunications2.Populate important customer data from Salesforce into ExactTarget to drivehighly personalized communications3.Drive immediate and high touch follow up on hot sales opportunities bycapturing interesting moments in Marketo and creating follow tasks in CRM25Interesting momentsElite CustomersProduct purchase history
  26. 26. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.ROI on Data in Marketing is Big MoneyB2B Example26B2C Example%Baseline New Improvement ImprovementNumber of emails sent per month 10,000,000 10,000,000Email open rate 10.0% 10.5% 0.5% 5%Monthly open volume 1,000,000 1,050,000 50,000Conversion rate 20.0% 20.5% 0.5% 2%Average sales price 100.00$ 100.00$Email driven revenue per month 20,000,000$ 21,525,000$ 1,525,000$ 8%%Baseline New Improvement ImprovementNumber of emails sent per month 50,000 50,000Email open rate 15.0% 15.5% 0.5% 3%Monthly open volume 7,500 7,750 250Conversion rate 5.0% 5.2% 0.2% 4%Average sales price 20,000.00$ 20,000.00$Email driven revenue per month 7,500,000$ 8,060,000$ 560,000$ 7%
  27. 27. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.What Next1. Get started on it tomorrow2. Pick off the low hanging fruit3. Build experience and momentum4. Tackle the more complex high value use cases5. Achieve Effective Integrated Marketing Automation27
  28. 28. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Today’s Presentation• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up28
  29. 29. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.29The CMO Imperative| Data Driven ResultsQuestions?Peter ChaseExecutive Vice President and FounderScribe Software@PeterRChasepeter.chase@scribesoft.comBrendan PetersonISV Technical EvangelistScribe Software@scribenerdBrendan.peterson@scribesoft.com
  30. 30. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.30The CMO Imperative| Data Driven ResultsThank YouEmail spark@scribesoft.comto receive the full report

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