Presented at Executive Leaders Network CMO/DPO/CIO/CISO Event on October 06th. "We all know customers expect to be delighted with relevant experiences, but how to deliver these at scale at a time when marketing costs are put under review? We will discuss JLL approach to this with a focus on marketing technology as an enabler."

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From Omni-Spam to Omni-Relevant
How to deliver human experiences at scale
Francesco Federico
Executive Director of Global Marketing Technology
Reading, 6 October 2022

2. 2
Deliver integrated, seamless MarTech solutions to support
Marketing to deliver profitable growth for JLL
Personalized
Provide tailored
experiences to
exceed expectations
at every moment
that matters to the
customers
Meet Customers
Where They Are
Drive demand
through our owned
or paid channels
based on customers’
preferences
Measurable
Real time access to
data and analytics
to track and monitor
contributions to
MROI
Frictionless
Create frictionless
experience across
the end-to-end
customer journey
Proactive
Real time access to
Marketing
commitments and
adjust with shifting
current event needs
MarTech | Our Mission

3. How to transition go-to-market processes from
omni-spam to native omni-channel?

4. Account Based
Marketing
(ABM)
Revenue
Operations
(RevOps)
4
ABM & RevOps | The indispensable partnership for
success

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Revenue Operations (RevOps) is the
end-to-end business process of driving
predictable revenue, across marketing,
sales, renewals, and expansion through
transparency and execution rigor.
Account Based Marketing (ABM) is a
strategic approach that aligns resources
against a set of defined prospects and
accounts in a way that is relevant and
valuable to those accounts and to sales
ABM & RevOps | Let’s define the key components of a
modern, demand-driven marketing function

6. 6
Management of third-party
agencies.
Pre and post-sale deal diligence
and analysis
Multi-year cash flow, cost and
profit modeling. LTV:CAC
assessment and analysis
Deal review and approval process
design, management
Eloqua, Zendesk, 365 and SFDC
integrations.
Data object management
Data integrity management
Report/Dashboard management,
development
Full bowtie analysis
Leading and lagging indicator
management and analytics
TAM assessment and analysis
Pipeline management and
analytics
Sales and marketing KPI
management and reporting
Lead Management Tools & Systems Business Reporting &
Analytics
The Three Pillars | Foundational elements of successful ABM
campaigns
Account Based Marketing

7. 7
Lead Capture Lead Qualification Lead Hand-off
Lead Conversion
and reporting
Sales Qualified Leads
(SQLs)
Marketing Qualified Leads
(MQLs)
Sales Accepted Leads
(SALs)
Business outputs
MarTech | Our combined ABM - RevOps tech stack

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In practice | JLL ABM campaign funnel
Perfect ABM execution requires full integration with all marketing
processes

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ABM | In action

10. 10
Revenue
Reporting -
Instrumentation
Full Funnel View:
• Pipeline activation (MQL, SAL,
SQL, etc.)
• Pipeline composition (3VC)
• Deal progression- stage
monitoring.
• Renewals. Cross and Upsells
Activity (Hustle):
• Calls, emails, chat-bots.
• Week-over-week trending
Account Engagement:
• % territory touched/engaged by
seller
Forecast:
• % to goal by region,
by team, by seller
• Roll-up and math-
based quantitative
forecast by team
Enablement and process alignment:
• Lead stage definitions with corresponding key milestone, seller/buyer activity
expectations
• Prescribed sales data validation rules set per sales stage
• Handoff and rules of engagement process definition and alignment (Marketing,
Sales, etc.)
• Forecasting process design and alignment
Tools Set Up & Management:
• Tools/systems configuration and
integrations
• Real time reporting, dashboarding and
analytics
• CRM, Sales Automation, Marketing
Automation, etc.
Revenue Process
Design &
Enhancement
Revenue
KPI/Metrics
Identification &
Alignment
RevOps | In action

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Transformation | A people and culture-first journey that drives
outcomes

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Metrics | Demonstrating success and value generation
Strong focus on KPIs, line to revenue and M-ROI to unlock further
investments

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Inclusivity | Interactive, real-time dashboards to bring the
business in
An easy-to-use tool unearthing critical business intelligence

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Wrapping Up | What went well
Increase probability of conversion
Identifying routing rules for each
business line
Prevent revenue leakage through
lead re-assignment for match
with business line services
Consistent customer experience
from inquiry to sales acceptance
Fast response Lead Recycling Customer Experience
PPC campaigns metrics show
ABM works well even for existing
clients
Most of the sale was done by
cross sell
Many opportunities to lose this
lead because of holidays, teams
not communicating properly, etc.
but came together
Digital Success Cross Sell Focus Saved Opportunity

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Wrapping Up | What could be improved
Feedback from sales gets analyzed by RevOps then fed back to Marketing who then adjusts
their content and target audience strategies to make better campaigns which then creates
better leads and lead management provides better opportunities to sales – this needs to be
a continuous, engaged loop
Sales Partnership
Establishing a data driven team
provides an opportunity to
identify misalignments – but
these need to have an action
plan
Access to CRM for the RevOps
team and all customer facing
functions to capture sales
Consolidated and accuracy of
data in one source (still too many
silos)
Intel Systems Data

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Thank you