Crunching “Big Data” to Drive 2012 Revenue Growth: The 5 Myths of Sales & Marketing Analytics

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The amount of data created last year could fill 75 billion fully loaded 16GB iPads which, if stacked on top of one another, would reach 339 miles into the air. The exponential growth of customer data means deep Sales and Marketing analytics are more than just an opportunity for improvement.

Increasingly, basic Sales and Marketing performance reporting has become a competitive necessity for companies just to maintain market position.

This presentation discusses the myths and "barriers" to creating powerful Sales
and Marketing analytics that can help you:

- Target your best customers
- Optimize marketing spend
- Increase sales conversions
- Improve retention and up-sell rates

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Crunching “Big Data” to Drive 2012 Revenue Growth: The 5 Myths of Sales & Marketing Analytics

  1. 1. Crunching Big DataNovember 17, 20115 Myths of Sales and Marketing Analytics
  2. 2. Agenda State of the Market  Is “Big Data” analytics helping companies improve Sales & Marketing performance? The Five Myths of Sales & Marketing Analytics  Overcoming the barriers to faster results, bigger impact A Scalable Framework for Sales & Marketing Analytics  MarketBridge DemandAnalytics approach IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 2
  3. 3. Overall Deployment and Use of Analytics Source: MIT/Sloan Management Review, Fall 2010 (co-sponsored by IBM) 3,000 executivesWhat is your tendency to use Analytics vs What are the critical barriers to widespreadIntuition to drive critical business decisions? adoption of Analytics in your business? IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 3
  4. 4. Top Pressures Facing CMOsSource: Aberdeen Group Survey of 160 CMOs, July 2011 IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 4
  5. 5. Marketing Execs’ Most Important Organizational IssuesSource: Unica Survey of 279 On-line and Direct Marketing Professionals, 2011 Annual Marketing Survey IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 5
  6. 6. Marketing Execs’ Bottlenecks to Performance ImprovementSource: Unica Survey of 279 On-line and Direct Marketing Professionals, 2011 Annual Marketing Survey IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 6
  7. 7. Web Data is becoming Critical to Customer Analytics andMarketing Decision-Making IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 7
  8. 8. State of the MarketSales & Marketing Analytics High sense of senior executive need and urgency for better Analytics…. Strong need to “connect” Marketing analytics to Sales and revenue performance …But many “hidden barriers” to achieving faster results… …and a perception significant investment with unproven payback IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 8
  9. 9. Agenda State of the Market  Is “Big Data” analytics helping companies improve Sales & Marketing performance? The Five Myths of Sales & Marketing Analytics  Overcoming the barriers to faster results, bigger impact A Scalable Framework for Sales & Marketing Analytics  MarketBridge DemandAnalytics approach IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 9
  10. 10. The Five Myths of “Big Data” and Sales & Marketing Analytics1. “Big Data” means big IT investment Assumptions • Large infrastructure investment (servers, storage, processing power) • Expensive software licenses • Data acquisition, cleansing, management Reality • Cloud-accessible processing capacity is up, costs are down • Most companies have – and don’t use – the necessary software tools • Sales & Marketing data is already “streaming” into your operations – you just need to capture it IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 10
  11. 11. The Five Myths of “Big Data” and Sales & Marketing Analytics1. “Big Data” means big IT investment Assumptions • Social/digital are creating a complete change in how customers buy2. Social Media and Digital Marketing • Social media and on-line data is difficult to change all the rules capture; behavior hard to influence Reality • Social/digital are changing how prospects find and learn about products… • …but on-line behavior can be captured with new, readily accessible tools… • …and most customers will still engage via traditional marketing and sales channels • Learn/shop/buy process still applies IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 11
  12. 12. The Five Myths of “Big Data” and Sales & Marketing Analytics Assumptions1. “Big Data” means big IT investment • Analytics is labor intensive (date capture, cleansing, etc.)…2. Social Media and Digital Marketing • …and requires sophisticated model change all the rules development and predictive analytics expertise found only in PhDs3. PhD-level talent combined w/ low cost offshoring are critical Reality • Yes, as Analytics efforts get larger labor intensity can grow…. • ..but too many Analytics investments try to “boil the ocean” and solve all business problems • Focused Analytics efforts directed at making specific decisions can be delivered with nimble SWAT teams… • …and while PhD skills are valuable, they often “overshoot” the needs of decision- making execs IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 12
  13. 13. The Five Myths of “Big Data” and Sales & Marketing Analytics Assumptions1. “Big Data” means big IT investment • Top priority is to get a clear understanding historical data and trends…2. Social Media and Digital Marketing • …and company needs simple, powerful GUI interfaces to provide access to change all the rules Analytics across the entire organization3. PhD-level talent combined w/ low cost offshoring are critical Reality4. Dashboards and visualization are • Reporting and dashboards are a critical essential to Sr. Exec. acceptance and but not sufficient to realize business value – they tend to be “look back” and organizational deployment descriptive only. • To make decisions that increase revenues or reduce costs, Analytics must be forward-looking and prescriptive - what’s likely to happen next quarter and what should we do about it? IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 13
  14. 14. What Analytics Techniques will Create Value over the Next 24 Months?Source: MIT/Sloan Management Review, Fall 2010 (co-sponsored by IBM)3,000 executives IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 14
  15. 15. The Five Myths of “Big Data” and Sales & Marketing Analytics1. “Big Data” means big IT investment Assumptions • Multi-million dollar investment in software, technology infrastructure, data2. Social Media and Digital Marketing and people change all the rules • Big potential payback in 2 years3. PhD-level talent combined w/ low cost offshoring are critical Reality4. Dashboards and visualization are • According to Gartner, 50% of all Analytics essential to Sr. Exec. acceptance and investments “die of the own weight” • Targeted Descriptive Analytics can lead to organizational deployment clearly identified cost savings w/in 2 quarters (program elim’s, spending shifts)5. Analytics is a long-term investment • Targeted Predictive Analytics can drive w/ limited near-term financial impact increased revenues on a monthly basis (e.g. prioritized sales calls to high score prospects, predictive renewals and upgrades) IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 15
  16. 16. The Five Myths of “Big Data” and Sales & Marketing Analytics1. “Big Data” means big IT investment The bar needs to be raised2. Social Media and Digital Marketing change all the rules Sales & Marketing Analytics must be delivered:3. PhD-level talent combined w/ low cost offshoring are critical  Faster  Better4. Dashboards and visualization are  Cheaper essential to Sr. Exec. acceptance and organizational deployment …and have a more immediate impact on financial performance5. Analytics is a long-term investment w/ limited near-term financial impact IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 16
  17. 17. Agenda State of the Market  Is “Big Data” analytics helping companies improve Sales & Marketing performance? The Five Myths of Sales & Marketing Analytics  Overcoming the barriers to faster results, bigger impact A Scalable Framework for Sales & Marketing Analytics  MarketBridge DemandAnalytics approach IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 17
  18. 18. The New Customer Relationship Development Process Capturing the “Big Data” of Marketing and Sales Interactions Go-to-Market Marketing Sales Channels Service & Support Vendor Customer Relationship DevelopmentCustomer Process Buying Find Learn Engage Buy Attach Renew Upgrade Search & On-Line Campaign Web Content & Event Sales Contract Purchase Service “Footprints” Response Downloads Attendance Interactions Details History History Interaction Customer $$ Behavioral Customer Data Digital Marketing CRM and Point-of-Sale Data Sales Engagement Data and Service Data IN CONFIDENCE - ALL MATERIALS PROPERTY| OF MARKETBRIDGE © 2011, MarketBridge Corp. Page 18 © 2011, MarketBridge Corp. | Page 18
  19. 19. DemandAnalytics: Marketing & Sales Business Intelligence Leveraging “Big Data” to Drive Revenues and Optimize SpendingGo-to-Market Vendor Marketing Sales Channels Service & Support Customer Relationship DevelopmentCustomer Buying Process Find Learn Engage Buy Attach Renew Upgrade DemandAnalytics/ Online/Offline Predictive Customer Behavior Buyer Channel Purchase Market Retention/Loyalty Next logicalBusiness Intelligence Customer on-line profiles Segmentation preference incentives basket Analysis product Solutions DemandAnalytics/ DemandAnalytics/ Marketing Reporting & Optimization Sales Channel Performance Return on Pipeline Search/social Media Direct marketing Marketing analysis & revenue Won/loss Sales resource Cost-to-sell effectiveness placement cost per lead forecasting analysis productivity economics Investment IN CONFIDENCE - ALL MATERIALS PROPERTY| OF MARKETBRIDGE © 2011, MarketBridge Corp. Page 19 © 2011, MarketBridge Corp. | Page 19
  20. 20. What is MarketBridge’s DemandAnalytics? DemandAnalytics are a set of business intelligence solutions that help The DemandAnalytics companies improve Customer Analytics and optimize Sales & Marketing resource deployment. Leveraging the explosion of “Big Data” from Solution Stack customer web interactions, digital marketing tactics, CRM pipeline, and revenue billing systems, DemandAnalytics provides clients with on- Skilled demand reporting and actionable insights to improve growth, control Business Intelligence costs, and enhance margins. Professionals DemandAnalytics provides clients with a managed services – hosted remotely or on client site IT platforms – to capture, report, and analyze Collect Data Sales & Marketing data for: Proven Analytics Processes Report Results  Predicting Customer Behavior: Leveraging customer interaction data to segment customers and predict likely buying patterns & Algorithms Analyze & Predict  Marketing Reporting & Optimization: Collecting, tracking, reporting and analyzing the performance of both on-line and off- line marketing tactics and programs. Customer & Customer  Sales Channel Performance: Analyzing how Sales channels -- both Industry Data dB captive and channel partners – can improve productivity through better buyer targeting, call pattern prioritization, and offer/message tailoring. Business Intelligence DemandAnalytics methodology and solution stack (technology, process, people) is configurable to meet specific client needs and address specific Technologies business objectives such as customer acquisition, customer retention, product upsell/cross-sell, new product launch, or channel sales enablement. IN CONFIDENCE - ALLMarketBridge Corp. | OF MARKETBRIDGE © 2011, MATERIALS PROPERTY Page 20 © 2011, MarketBridge Corp. | Page 20
  21. 21. Wanna Learn More? Call Us  Discuss your issues, our passion Complete a Rapid Assessment  2-4 weeks Tim Furey, CEO  Understand key business issue(s) and drivers tfurey@market-bridge.com • Acquisition 240-752-1825 • Retention/Renewal • Penetration Mike Kelleher, SVP Business Development mkelleher@market-bridge.com  Assess specific Analytics opportunity or existing program 240-752-1819  ID low hanging fruit and big payback Mike Riordan, SVP & GM Analytics  Create “self-funding” business plan mriordan@market-bridge.com 240-752-1851 Engage in a Program  Work with your business executives and analytics team  Accelerate analytics-to-impact  Provide managed service that combines software, technology, data, and professional service expertise  Achieve measurable business impact Follow our blog: www.salesandmarketinganalytics.com IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 21

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