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HOW TO
 Sell Marketing Automation
 to Executives



You know that marketing automation
is the greatest thing since sliced bread.
After all, what else can help you...
making inrOads WiTH
                                                                               THe cOrner Office
             1

                                                                Your CEO is constantly thinking about:
                                           2
                                                                 1. Top-line growth
                 3                                               2. Customer satisfaction and loyalty
                                                                 3. The competition
                                                                 4. Profitability
                                                                Wondering what keeps your CEO up at night? Probably
                                                                these two issues:
1 Get more done faster – with fewer resources                    How is my company going to make its number?

2 Reach the right prospects more effectively                     Are my competitors going to outperform me and steal
                                                                 my customers?
    Improve conversion rates, revenue, and alignment
3   between marketing and sales.                                In other words, your CEO cares most about the things
                                                                that are variable, not readily measured, and oftentimes
    The trick is to convince the powers that be of the value.
                                                                uncontrollable. (Glad you’re not in that position?!) That
    To succeed, you need to get inside the heads of your CEO,
                                                                means your CEO is all ears when it comes to parts of
    head of Finance, and head of IT and craft a persuasive
                                                                the business that can be measured and controlled.
    argument in the language they understand.
                                                                For example, if revenues are likely to fall short in a
    This quick guide will help do just that. You see, we work   given quarter, the CEO can reduce headcount and
    with thousands of sales and marketing professionals         expenses to ensure profitability. It also means that
    who’ve already gotten executive buy-in and are              marketing leaders who make tangible (i.e., financial)
    benefitting from the marketing automation power of          contributions will be offered real seats at the
    Eloqua. Here we share their insights so you know:           executive table.
    • What keeps these executives up at night                   That’s where marketing automation comes in. Revenue
                                                                Performance Management (RPM) – enabled by
    • How they view the marketing department                    marketing automation – will catch the CEO’s attention.
    • How marketing automation can address their                It empowers companies to manage their interactions
      concerns and win them over                                with buyers through the entire purchase process for
                                                                more predictable, rapid and profitable revenue growth.
?
   WhAt iS                                                    • Guiding prospects through the buying process

   REvEnuE
                                                                by delivering the right messages at the right time
                                                                through the right channel.
                                                              • Measuring and managing effectiveness at every
   PERfoRMAncE                                                  stage of the buying cycle.
   MAnAgEMEnt                                                 • Effectively identifying the most effective
                                                                campaigns and go-to-market strategies.
                                                              • Reliably predicting the revenue outcomes of
Revenue Performance Management (RPM) is a strategy              marketing and sales efforts
for managing a company’s interactions with buyers through
the entire purchase process to enable dramatically more
predictable, rapid and profitable revenue growth. RPM



                                                                         5 of
requires a combination of people, process and technology
to:
• Analyze, model and forecast the movement of revenue
  through an integrated marketing and sales funnel.
• Implement and adhere to a standardized methodology
  for the adoption of best practices at each revenue stage            Benefits
• Consistently benchmark performance to optimize results
With RPM, you can manage revenue growth consistently
quarter over quarter. And marketing automation helps you      REvEnuE PERfoRMAncE MAnAgEMEnt -
do that by:                                                    EnABlEd By MARkEting AutoMAtion
• Transcending the traditional silos of sales and marketing
  teams by using agreed-upon, common definitions and          1. Lower customer acquisition costs
  revenue goals.
                                                              2. Shorter and faster sales cycles
• Optimizing spend on marketing programs and sales
  headcount.                                                  3. Higher average selling prices
• Profiling customer information and behavior accurately.     4. More predictable sales forecasts
                                                              5. Higher ROI from marketing and sales
convERSAtion StARtER:
Make the cEo your Marketing                                    Like anything worth it’s while, it’ll take some time to see the full
                                                               effects of marketing automation.
Automation champion                                            As we measure everything related to moving prospects through the
                                                               funnel, we’ll get better at it and the results will improve over time.
Here’s how to get through to your CEO. Start by
explaining that RPM via automation is how your
company can build a marketing engine/factory               Acknowledge that it’s really tough to measure and tweak
that consistently produces measurable results.             everything that goes into achieving steady, predictable
• Don’t lead with ROI - your CEO likely feels the          revenue growth. But stress that you can get on the path by
  topic is out of your league                              starting with a few reports and dashboards, and continually
                                                           building upon and improving those.
• Do discuss process, systems, and consistency
• Do explain how you’ll measure marketing and
  sales internally and against similar
  organizations and industry data                                               convERSAtion StARtER:
                                                                                You’ll receive a couple of reports every month
                                                                                so you can measure our success. And because
                                                                                the reports are automated, you’ll know we
  convERSAtion StARtER:                                                         aren’t making up the results.
  Instead of using fluffy measurements, we’ll be able
  to consistently and measurably move prospects                                 You’re going to get a report every month that
  from the top of the funnel to a closed deal.                                  shows you the effectiveness of our campaigns.
                                                                                More importantly, it will show you how our
                                                                                database is growing because that’s the key to
Whatever you do, don’t overpromise and                                          our success.
underdeliver. Rome wasn’t built in a day, and your
CEO will respect the fact that you want to change
sales and marketing processes for the better, not       may                            Be sure to emphasize that the
just buy technology.                                                          competition could also be considering marketing
                                                                              automation and that, in this case, first-mover
                                                                              advantage is pretty critical.
                                                %       june
                                            %


                                                        july
yeS



   gEtting
   finAncE’S
   Sign off
                                                                                  CFO


We know this isn’t news to you, but the person in charge   When it comes to marketing’s ability to measure its
of your company’s finances is all about the numbers.       efforts, the CFO and head of Finance are pretty fed up.
Finance executives are most concerned about:               It’s no joke to them when you say, “We know half of
                                                           our marketing budgets are wasted. We just don’t know
 1. Profitable growth                                      which half.” In fact, it’s the reason they often pooh-pooh
 2. Operating and capital expenses                         your monthly presentation to the executive team.
 3. Return on investment                                   Your finance executive is also extremely analytical. This
                                                           person lives for data. That’s why RPM is just what you
 4. Risk management                                        need to wedge your foot in the door. With the tools
                                                           integrated into marketing automation you can measure
What keeps your cfo up at night?                           everything from the time a lead is generated until it
                                                           translates into revenue. You’ll even be able to understand
 How can we grow the business amidst weaker demand         the interactions between different marketing programs,
 and a shortage of skilled talent?                         and quantify the future return on today’s spending.
 How can we maintain margins while enduring intense
 price pressure and spiraling healthcare costs?
 How can we plan for the future in light of economic          With automation, marketing can demonstrate
 uncertainty?                                                 its impact on pipeline and revenue to build
                                                              credibility and add value to the bottom line.
convERSAtion StARtER:



    ShoW                                        $
                                                                     Marketing automation will offload us of manual, repetitive
                                                                     tasks associated with lead generation, scoring, nurturing,
                                                                     and event management. That means we can get more
                                                                     done with the same staff.
    finAncE thE MonEy
                                                                    Wrap up the discussion by focusing on how you’ll be able
                                                                    to generate reports that give visibility into ROI.
                                                                     With RPM and marketing automation, we’ll be able to
Explain to your finance executive that RPM will empower              clearly determine whether or not we got what we paid for.
the organization to confidently measure your contribution to
revenue. And that marketing automation will deliver the data         We’ll be able to easily pull in opportunity and revenue data
to make that happen.                                                 from other systems to gain complete visibility into what’s
                                                                     working and what’s not so we don’t waste time and money
convERSAtion StARtER:                                                on ineffective campaigns.
 This could be a start to getting your arms around what we do.
Emphasize that in addition to measuring results, RPM and
marketing automation will help you more strategically
allocate marketing funds.
                                                                    REAl-WoRld RESultS
                                                                       fRoM MARkEting AutoMAtion
convERSAtion StARtER:
 Instead of basing our plans on intuition, we’ll have the data we   When it comes to making a significant purchase,
 need to make informed decisions about this year’s marketing        your CFO needs a bottoms-up business case that
 programs.                                                          demonstrates a minimum rate of return. Marketing
                                                                    automation is an investment that can do just that…and
 By tying our campaigns and programs more closely and               much more. Here are just a few examples of Eloqua
 effectively to the buyer’s journey, we can focus our marketing     customer success:
 budget where we’re likely to reap the biggest financial gains.
                                                                    • Large insurance company boosted marketing-
And make sure to stress that – at its core – marketing                generated opportunities by 15%
automation was designed to enable marketing to do more
with the same amount of headcount.                                  • A major provider of business intelligence realized a
                                                                      35% increase in the number of won opportunities.
                                                                    • A major staffing firm experienced a 20% revenue
                                                 $                    increase from marketing-generated leads
Winning                                       In fact, this person is often up at night worrying about
                                                                the following:
                                                                 How can the company accomplish its goals when

                      Over                                       we’re constrained by insufficient funding, lack of
                                                                 time and technical resources, and poor support from
                                                                 management?



                           iT
                                                                 How can IT meet the business’ needs in a streamlined
                                                                 fashion?
                                                                 How can we deliver the insights needed to make
                                                                 informed business decisions?
                                                                 How can we convince the business of the strategic
You likely feel you have little in common with the person who    value of IT?
runs your company’s IT department. And that’s largely true.
                                                                No wonder the head of IT cringes when you
While you frequently need assistance from IT to implement
                                                                approach. He or she is used to you painting a rosy,
campaigns and landing pages, post new content to the website,
                                                                30,000-foot view of your creative programs and
and send out emails, your CIO or head of IT has lots of other
                                                                goals and thinks you haven’t a clue as to what it
issues on his or her mind, including:
                                                                takes to make your vision a reality. Compounding
1. Infrastructure optimization                                  matters, your CIO is frustrated because you bring IT
                                                                in at the last minute when you want to purchase a
2. Business intelligence                                        new solution. It’s no surprise that marketing and IT
3. Global operations                                            often play the blame game.
4. Virtualization and cloud computing
5. Business agility




                                                                                                    sOL
6. Process automation
7. Support for mobile workers and devices




                                                                                                       UTi
8. Data and system security




                                                                                                           O
                                                                                                           n
impress iT
   With youR PRActicAl SidE
                                                                 Questions from it
                                                                 Generalities don’t register with the head of IT so
                                                                 be prepared to answer the following questions in a
                                                                 detailed, structured way.
So here’s the approach you need to take to win over IT.           How does this solution work; for example, is it hosted on
First, explain how an investment in marketing automation          premise or is it a SaaS offering? And what’s required of
is a win for both marketing and IT.                               IT to get it working in our environment?
                                                                  How and where is our data stored, transmitted and
                                                                  protected? And what measures exist so that our existing
the Solution                                                      operations and security aren’t compromised by plugging
• Ties together disparate reporting mechanisms                    into the solution?
• Can greatly improve data integrity via built-in                 What are the regular, ongoing operational aspects of the
  analytics tools and data normalization                          solution? And how do these affect my team and other
                                                                  systems within my organization?
• Provides more IT power and functionality without a
  large investment in time and resources                          What type of ongoing support does the vendor deliver?
                                                                  If we aren’t happy with the solution, what does it take
                                                                  to extract ourselves from it both operationally and
tips for getting it on Board with a                               contractually?
Marketing Automation Solution                                    Keep in mind that your CIO will be considering all
• Present in a concrete, logical manner                          the interdependencies associated with each of these
                                                                 questions. As you’re starting your research into
• Introduce IT to the automation vendor early on                 marketing automation solutions, ask if you can meet
•	 Meet with your IT group to find out how to ensure a           with the head of IT to get a comprehensive list of
   smooth implementation                                         questions. Then schedule a follow-up meeting where
                                                                 you can share the answers.
                                                         2   3
                                                M= A + S
                                                  = 3.14159
iT’s as easy as                                                               1
Now you have the insights and guidance you need to get your executive
team to see the value of marketing automation. Just remember – don’t
sell marketing automation to the CEO or the CFO. They don’t give a hoot
about the tool. But they do care about the results it can deliver – Revenue
Performance Management. And your head of IT needs to understand
                                                                              2
                                                                              3
how the solution will fit into the existing environment without further
burdening the IT group. Just follow our lead and you’ll be well on your way
to deploying a powerful marketing automation solution.

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Marketing Automation Checklist

  • 1. HOW TO Sell Marketing Automation to Executives You know that marketing automation is the greatest thing since sliced bread. After all, what else can help you...
  • 2. making inrOads WiTH THe cOrner Office 1 Your CEO is constantly thinking about: 2 1. Top-line growth 3 2. Customer satisfaction and loyalty 3. The competition 4. Profitability Wondering what keeps your CEO up at night? Probably these two issues: 1 Get more done faster – with fewer resources How is my company going to make its number? 2 Reach the right prospects more effectively Are my competitors going to outperform me and steal my customers? Improve conversion rates, revenue, and alignment 3 between marketing and sales. In other words, your CEO cares most about the things that are variable, not readily measured, and oftentimes The trick is to convince the powers that be of the value. uncontrollable. (Glad you’re not in that position?!) That To succeed, you need to get inside the heads of your CEO, means your CEO is all ears when it comes to parts of head of Finance, and head of IT and craft a persuasive the business that can be measured and controlled. argument in the language they understand. For example, if revenues are likely to fall short in a This quick guide will help do just that. You see, we work given quarter, the CEO can reduce headcount and with thousands of sales and marketing professionals expenses to ensure profitability. It also means that who’ve already gotten executive buy-in and are marketing leaders who make tangible (i.e., financial) benefitting from the marketing automation power of contributions will be offered real seats at the Eloqua. Here we share their insights so you know: executive table. • What keeps these executives up at night That’s where marketing automation comes in. Revenue Performance Management (RPM) – enabled by • How they view the marketing department marketing automation – will catch the CEO’s attention. • How marketing automation can address their It empowers companies to manage their interactions concerns and win them over with buyers through the entire purchase process for more predictable, rapid and profitable revenue growth.
  • 3. ? WhAt iS • Guiding prospects through the buying process REvEnuE by delivering the right messages at the right time through the right channel. • Measuring and managing effectiveness at every PERfoRMAncE stage of the buying cycle. MAnAgEMEnt • Effectively identifying the most effective campaigns and go-to-market strategies. • Reliably predicting the revenue outcomes of Revenue Performance Management (RPM) is a strategy marketing and sales efforts for managing a company’s interactions with buyers through the entire purchase process to enable dramatically more predictable, rapid and profitable revenue growth. RPM 5 of requires a combination of people, process and technology to: • Analyze, model and forecast the movement of revenue through an integrated marketing and sales funnel. • Implement and adhere to a standardized methodology for the adoption of best practices at each revenue stage Benefits • Consistently benchmark performance to optimize results With RPM, you can manage revenue growth consistently quarter over quarter. And marketing automation helps you REvEnuE PERfoRMAncE MAnAgEMEnt - do that by: EnABlEd By MARkEting AutoMAtion • Transcending the traditional silos of sales and marketing teams by using agreed-upon, common definitions and 1. Lower customer acquisition costs revenue goals. 2. Shorter and faster sales cycles • Optimizing spend on marketing programs and sales headcount. 3. Higher average selling prices • Profiling customer information and behavior accurately. 4. More predictable sales forecasts 5. Higher ROI from marketing and sales
  • 4. convERSAtion StARtER: Make the cEo your Marketing Like anything worth it’s while, it’ll take some time to see the full effects of marketing automation. Automation champion As we measure everything related to moving prospects through the funnel, we’ll get better at it and the results will improve over time. Here’s how to get through to your CEO. Start by explaining that RPM via automation is how your company can build a marketing engine/factory Acknowledge that it’s really tough to measure and tweak that consistently produces measurable results. everything that goes into achieving steady, predictable • Don’t lead with ROI - your CEO likely feels the revenue growth. But stress that you can get on the path by topic is out of your league starting with a few reports and dashboards, and continually building upon and improving those. • Do discuss process, systems, and consistency • Do explain how you’ll measure marketing and sales internally and against similar organizations and industry data convERSAtion StARtER: You’ll receive a couple of reports every month so you can measure our success. And because the reports are automated, you’ll know we convERSAtion StARtER: aren’t making up the results. Instead of using fluffy measurements, we’ll be able to consistently and measurably move prospects You’re going to get a report every month that from the top of the funnel to a closed deal. shows you the effectiveness of our campaigns. More importantly, it will show you how our database is growing because that’s the key to Whatever you do, don’t overpromise and our success. underdeliver. Rome wasn’t built in a day, and your CEO will respect the fact that you want to change sales and marketing processes for the better, not may Be sure to emphasize that the just buy technology. competition could also be considering marketing automation and that, in this case, first-mover advantage is pretty critical. % june % july
  • 5. yeS gEtting finAncE’S Sign off CFO We know this isn’t news to you, but the person in charge When it comes to marketing’s ability to measure its of your company’s finances is all about the numbers. efforts, the CFO and head of Finance are pretty fed up. Finance executives are most concerned about: It’s no joke to them when you say, “We know half of our marketing budgets are wasted. We just don’t know 1. Profitable growth which half.” In fact, it’s the reason they often pooh-pooh 2. Operating and capital expenses your monthly presentation to the executive team. 3. Return on investment Your finance executive is also extremely analytical. This person lives for data. That’s why RPM is just what you 4. Risk management need to wedge your foot in the door. With the tools integrated into marketing automation you can measure What keeps your cfo up at night? everything from the time a lead is generated until it translates into revenue. You’ll even be able to understand How can we grow the business amidst weaker demand the interactions between different marketing programs, and a shortage of skilled talent? and quantify the future return on today’s spending. How can we maintain margins while enduring intense price pressure and spiraling healthcare costs? How can we plan for the future in light of economic With automation, marketing can demonstrate uncertainty? its impact on pipeline and revenue to build credibility and add value to the bottom line.
  • 6. convERSAtion StARtER: ShoW $ Marketing automation will offload us of manual, repetitive tasks associated with lead generation, scoring, nurturing, and event management. That means we can get more done with the same staff. finAncE thE MonEy Wrap up the discussion by focusing on how you’ll be able to generate reports that give visibility into ROI. With RPM and marketing automation, we’ll be able to Explain to your finance executive that RPM will empower clearly determine whether or not we got what we paid for. the organization to confidently measure your contribution to revenue. And that marketing automation will deliver the data We’ll be able to easily pull in opportunity and revenue data to make that happen. from other systems to gain complete visibility into what’s working and what’s not so we don’t waste time and money convERSAtion StARtER: on ineffective campaigns. This could be a start to getting your arms around what we do. Emphasize that in addition to measuring results, RPM and marketing automation will help you more strategically allocate marketing funds. REAl-WoRld RESultS fRoM MARkEting AutoMAtion convERSAtion StARtER: Instead of basing our plans on intuition, we’ll have the data we When it comes to making a significant purchase, need to make informed decisions about this year’s marketing your CFO needs a bottoms-up business case that programs. demonstrates a minimum rate of return. Marketing automation is an investment that can do just that…and By tying our campaigns and programs more closely and much more. Here are just a few examples of Eloqua effectively to the buyer’s journey, we can focus our marketing customer success: budget where we’re likely to reap the biggest financial gains. • Large insurance company boosted marketing- And make sure to stress that – at its core – marketing generated opportunities by 15% automation was designed to enable marketing to do more with the same amount of headcount. • A major provider of business intelligence realized a 35% increase in the number of won opportunities. • A major staffing firm experienced a 20% revenue $ increase from marketing-generated leads
  • 7. Winning In fact, this person is often up at night worrying about the following: How can the company accomplish its goals when Over we’re constrained by insufficient funding, lack of time and technical resources, and poor support from management? iT How can IT meet the business’ needs in a streamlined fashion? How can we deliver the insights needed to make informed business decisions? How can we convince the business of the strategic You likely feel you have little in common with the person who value of IT? runs your company’s IT department. And that’s largely true. No wonder the head of IT cringes when you While you frequently need assistance from IT to implement approach. He or she is used to you painting a rosy, campaigns and landing pages, post new content to the website, 30,000-foot view of your creative programs and and send out emails, your CIO or head of IT has lots of other goals and thinks you haven’t a clue as to what it issues on his or her mind, including: takes to make your vision a reality. Compounding 1. Infrastructure optimization matters, your CIO is frustrated because you bring IT in at the last minute when you want to purchase a 2. Business intelligence new solution. It’s no surprise that marketing and IT 3. Global operations often play the blame game. 4. Virtualization and cloud computing 5. Business agility sOL 6. Process automation 7. Support for mobile workers and devices UTi 8. Data and system security O n
  • 8. impress iT With youR PRActicAl SidE Questions from it Generalities don’t register with the head of IT so be prepared to answer the following questions in a detailed, structured way. So here’s the approach you need to take to win over IT. How does this solution work; for example, is it hosted on First, explain how an investment in marketing automation premise or is it a SaaS offering? And what’s required of is a win for both marketing and IT. IT to get it working in our environment? How and where is our data stored, transmitted and protected? And what measures exist so that our existing the Solution operations and security aren’t compromised by plugging • Ties together disparate reporting mechanisms into the solution? • Can greatly improve data integrity via built-in What are the regular, ongoing operational aspects of the analytics tools and data normalization solution? And how do these affect my team and other systems within my organization? • Provides more IT power and functionality without a large investment in time and resources What type of ongoing support does the vendor deliver? If we aren’t happy with the solution, what does it take to extract ourselves from it both operationally and tips for getting it on Board with a contractually? Marketing Automation Solution Keep in mind that your CIO will be considering all • Present in a concrete, logical manner the interdependencies associated with each of these questions. As you’re starting your research into • Introduce IT to the automation vendor early on marketing automation solutions, ask if you can meet • Meet with your IT group to find out how to ensure a with the head of IT to get a comprehensive list of smooth implementation questions. Then schedule a follow-up meeting where you can share the answers. 2 3 M= A + S = 3.14159
  • 9. iT’s as easy as 1 Now you have the insights and guidance you need to get your executive team to see the value of marketing automation. Just remember – don’t sell marketing automation to the CEO or the CFO. They don’t give a hoot about the tool. But they do care about the results it can deliver – Revenue Performance Management. And your head of IT needs to understand 2 3 how the solution will fit into the existing environment without further burdening the IT group. Just follow our lead and you’ll be well on your way to deploying a powerful marketing automation solution.