1.
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2.
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Agenda
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• Welcome and introductions
• Importance of aligned Sales & Marketing + latest trends
• CRM & Marketing automation as enablers to Sales & Marketing alignment
• MOOOSE as solution to alignment
• Argenta’s journey in CRM & Marketing Automation
• Q&A

3.
Focus on Driving Your Growth
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MARKETING
Define, develop,
communicate and deliver
offerings that have value for
your customers
SALES
Boosting commercial
performance enabling you to
find, win and retain
customers
TRANSFORMATION
Building organizational focus,
capabilities and the necessary change to
win more in the market

4.
Marketing Sales Transformation
• Market Assessments • Sales Management
• Defining or aligning on vision &
mission
• Segmentation, targeting &
positioning
• Funnel planning and lead
generation
• Shifting the paradigm and
change management
• Product management &
marketing
• Creating sales opportunities • Innovation & NPD processes
• Go to market plans & activation • Managing opportunities • Organizational design
• Integrated communications
management
• Managing relationships - Large
Account Management Process
• Building customer centric or
solution led organizations
• Pricing & value capturing • Value based selling and pricing • Internal communications
• (Employer) brand management • Negotiating success • Coaching & capability building
• Customer experience & loyalty • Leveraging your CRM tools • Marketing & sales alignment
• Marketing automation,
performance & scorecards
• Partner channel management • Building employee engagement
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Deep Expertise

5.
We Mind Your Business
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INTERIM
SERVICES
Specialist resources
to fill organizational
gaps
CONSULTING
SERVICES
Experts to define
strategy or manage
projects/programs
TRAINING
COACHING
Trainers or advisors
to build capabilities
of people and teams

6.
AGENDA
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• Welcome and introductions
• Importance of aligned Sales & Marketing + latest trends
• CRM & Marketing automation as enablers to Sales & Marketing alignment
• MOOOSE as solution to alignment
• Argenta’s journey in CRM & Marketing Automation
• Q&A

7.
IMPORTANCE OF ALIGNED SALES & MARKETING + LATEST TRENDS
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IMPORTANCE OF ALIGNED SALES & MARKETING
COMPANIES THAT ARE BEST IN CLASS IN SALES AND MARKETING ALIGNMENT
ACHIEVE MORE GROWTH
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5.4 %
MORE UNIT GROWTH compared to poorly
aligned organizations
38 %
Improvement in DEAL CLOSURE rate and
better productivity of sales
36 %
Reduced CHURN in customers or business at
that customer

9.
IMPORTANCE OF ALIGNED SALES & MARKETING
RECENT STUDY SHOWED BEST IN CLASS GETTING BETTER SALES AND
MARKETING PERFORMANCE
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10.
AGENDA
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• Welcome and introductions
• Importance of aligned Sales & Marketing + latest trends
• CRM & Marketing automation as enablers to Sales & Marketing alignment
• MOOOSE as solution to alignment
• Argenta’s journey in CRM & Marketing Automation
• Q&A

11.
CRM & MARKETING AUTOMATION AS ENABLERS
HOW DOES “WINNING” LOOK LIKE
• What are the COMPANY’s goals
• What are YOUR goals
• What are OTHER PEOPLE’s goals
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12.
CRM & MARKETING AUTOMATION AS ENABLERS
Questions to ask:
• Goals or concerns about marketing automation :
Start with GOALS then look at processes!
• How would sales want to use / interact with it?
• What is a qualified lead?
Date to review:
• Won deals – where did the leads come from?
• CRM Reports – where are the gaps?
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13.
CRM & MARKETING AUTOMATION AS ENABLERS
Map it out:
• Overall lead flow between
Marketing & Sales
• CRM & Marketing Automation
specific
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14.
CRM & MARKETING AUTOMATION AS ENABLERS
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Marketing
Planning
Define
Campaigns
Approve
Campaign
Prepare
Campaign
Deploy
Evaluate
Campaign
Business
Planning
Funnel
follow up
1 2 4 5 6 7 83
1. Plan 2. Initiate 3. Execute 4. Evaluate

15.
CRM & MARKETING AUTOMATION AS ENABLERS
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Marketing
Planning
Define
Campaigns
Approve
Campaign
Prepare
Campaign
Deploy
Evaluate
Campaign
Business
Planning
Funnel
follow up
1 2 4 5 6 7 83
1. Plan 2. Initiate 3. Execute 4. Evaluate

16.
CRM & MARKETING AUTOMATION AS ENABLERS
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Marketing
Planning
Define
Campaigns
Approve
Campaign
Prepare
Campaign
Deploy
Evaluate
Campaign
Business
Planning
Funnel
follow up
1 2 4 5 6 7 83
1. Plan 2. Initiate 3. Execute 4. Evaluate

17.
CRM & MARKETING AUTOMATION AS ENABLERS
Checklist / key questions to ask:
• What really makes a qualified lead?
• When is a lead assigned & why + what data do sales need?
• How does lead assignment and ownership work?
• How does / should sales follow up with leads?
• What do we do if customer is not ready to buy?
• When and how to nurture?
• Which data are we collecting and which one do we need?
• How are our Sales Rep using the CRM? Who else uses the
CRM & how?
• What are we reporting on?
• Which other tools are integrating with your CRM?
• Which system will be the master?
• Which governance to be set up?
• ROI of the project?
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18.
AGENDA
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• Welcome and introductions
• Importance of aligned Sales & Marketing + latest trends
• CRM & Marketing automation as enablers to Sales & Marketing alignment
• MOOOSE as solution to alignment
• Argenta’s journey in CRM & Marketing Automation
• Q&A

19.
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MARKETING AUTOMATION
101

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DISTRIBUTED
MARKETING
DTP & DESIGN
MOBILE
MESSAGING
& APPS
PICK & PACK
PRINT
E-MAIL
& DIRECT MAIL
DIGITAL
SIGNAGE
INTEGRATION
EVENT
WEBSITES
SOCIAL
INTEGRATION
COMMUNICATION
PRODUCTION HOUSE

21.
DISTRIBUTED
MARKETING
DTP & DESIGN
MOBILE
MESSAGING
& APPS
PICK & PACK
PRINT
E-MAIL
& DIRECT MAIL
DIGITAL
SIGNAGE
INTEGRATION
EVENT
WEBSITES
SOCIAL
INTEGRATION
SINGLE POINT
OF CONTACT

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23.
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NOT ABOUT TOOLS

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IS YOUR ORGANISATION
FUTURE PROOF ?
PEOPLE | SKILLS MATRIC
PROCESSES |ORGANISATION

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+50% sees
themselves
as “in front of
the pack”

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ARE WE ASKING THE
RIGHT QUESTIONS ?

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INSPIRATION
POWERED BY

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DOES A MARKETING
MANAGER HAVE TO
WASTE TIME ON
SENDING OUT SAMPLES?

31.
BUSINESS CASE
• 4 hours every week
• Average full people cost: 100K (62€/hour)
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TCO 3 year: 40K

32.
- Sample management
- Gadget management
- Marketing materials

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CAN WE AUTOMATE
DIRECT MAIL ?

34.
BUSINESS CASE
• ½ FTE per DM
– Lower relevancy: 30 day cyclus
– Manual invlvement:
• Offers
• Contact database
• Design elements
• Average full people cost: 80K
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TCO on 3 years / 4 DM
pieces/year: 40K

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HOW CAN I DO MORE
WITH THE SAME
ORGANISATION ?

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AUTOMATION
SOLVE A
PROBLEM
EASE OUT
FRUSTRATIONS
QUICK TIME
TO MARKET

38.
THE RIGHT QUESTIONS
• How can we work faster, more flexible, scalable?
• What processes take a lot of time?
• Who is doing what in my marketing
organisation?
• Do we have the right skills matrix?
• AND NOT: how can we digitise certain
channels?
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IS YOUR MARKETING
TEAM FUTURE PROOF?

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CASE ARGENTA
POWERED BY

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AGENDA
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• Argenta, bank en verzekeringsgroep
• Argenta in transformatie: de uitdaging
• Marketingautomatisering: de beslissing
• Stap voor stap naar marketingautomatisering
• Eerste indrukken – evaluatie
• Argenta MOOOSE visueel - Piloot

42.
ARGENTA, BANK EN VERZEKERINGSGROEP
• Opgericht in 1956
• Actief in België, Nederland en Luxemburg.
• Focus op gezinnen, niet op ondernemingen.
• De op vier na grootste bankinstelling in België.
• Kernactiviteiten:
– spaar- en beleggingsproducten,
– kredieten
– verzekeringen.
• Uitgebreid net van zelfstandige kantoren (500+).
• Kantoorhouders van tweede of derde generatie.
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ARGENTA IN DE DIGITALE TRANSFORMATIE: DE UITDAGING
• Lokaal ondernemerschap:
– 50 tot 100 individuele vragen per week
– Stockbeheer/verspilling
• Doolhof van informatie en procedures:
– Sharepoint, Gadgetshop, Addemar, Promoweb,…
– Overzicht
– Actueel houden van materiaal
• Uniformiteit van het merkbeleid waarborgen;
• Compliance garanderen van het lokaal materiaal.
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44.
AUTOMATISERING – DE BESLISSING
• Nood aan efficiëntie
– Regiefunctie van marketing
– Proactief versus responsief
– Automatisering
– Standaardisatie
• Nood aan meer effectiviteit
– Uniforme boodschappen – cross channel aanpak
• Vooronderzoek
– 75% van adhoc aanvragen is automatiseerbaar
– 80% van de overige vragen is standaardiseerbaar
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45.
STAP VOOR STAP NAAR MARKETINGAUTOMATISERING
Fase I: voorbereiding
• Oprichting werkgroep met delegatie van stakeholders
• Workshops: definitie van de behoeften:
– Navigatie, identificaties, veiligheid, rapportering, …
• Definitie van de belangrijke parameters;
• Inventaris/cleaning van bestaand materiaal;
• Afspraken over security en support – SLA’s;
• Creatie van ondersteunend materiaal/training.
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46.
STAP VOOR STAP NAAR MARKETINGAUTOMATISERING
Fase II: implementatie
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PILOOT
1/3/16
LANCERING
2/5/2016
STAP 2
1/9/16
STAP 3
1/11/16
 PILOOT: 30 kantoren met een selectie van 25 standaarditems
 Lancering: algemeen materiaal + nieuw campagnemateriaal + populair materiaal
 Stap 2: Nieuw productmateriaal
 Stap 3: Media & modellen – volledige personalisatie

47.
STAP VOOR STAP NAAR MARKETINGAUTOMATISERING
Fase III: integratie (2017)
• Andere applicaties voor het kantorennet
– Webshop, …
• Andere kanalen/media
– E-mailing
– Social media platform
• Globale CRM oplossing
• Interne toepassingen (HR, CC,…)
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48.
EERSTE INDRUKKEN - EVALUATIE
Aandachtspunten:
• Vooraf behoeften gedetailleerd in kaart brengen;
• Snelle implementatie: stap voor stap opbouw
– Verandering in mindset – gewoontepatroon
– Onmiddellijk toegevoegde waarde leveren
– Eenvoudige applicatie/procedure werkt drempelverlagend
• Feedback procedure (online survey) inbouwen;
• Betrokkenheid van alle ‘andere’ partijen:
– IT security, IT support, compliance, stockbeheer, CC, …
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49.
ARGENTA MOOOSE VISUEEL - PILOOT
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50.
THANKS !!
• Code for M&M Parking – Park Hill - E. Mommaertslaan 16B
Code : 9765
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