Organizing for Marketing Automation Success


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This presentation discusses common reasons for failure during marketing automation implementation including support, planning, and resources. It then gives tips on how to avoid them including an organizational model designed to eliminate marketing and sales alignment issues.

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  • Organizing for MA Success by Joe Gelata
  • INTRODUCTIONJoe GelataMarketing & Sales Operations Manager at CoreworxYoung B2B software companySells Project Information & Field Cost Control softwareTarget customer is large capital projects, $300mil to $40 bn (e.g. design and construction of oil rigs and power plants)Background: Sales, Field Marketing, Marketing Operations, Sales OperationsAlways focused on revenueExperience mainly in B2B software - both large enterprise and startupE10 user since first betaUsed E9 for several years prior
  • AGENDAReasons why MA fails to reach it’s goalsHow to organize for successGeneral tips to ensure MA successOrganizational Models to ensure successQuestionsContact Info
  • Why does MA fail?
  • Quick Stat - Only ¼ of MA implementations hit their goal(Adam Needles, VP Demand Gen at Left Brain Marketing, dollar question: Why?
  • FAILURE TO SUPPORTLack of executive buy-inImplementation and maintenance become low prioritySystem issues are not addressed and snowballLeads to many of the other problems I’ll listLack of Marketing/Sales alignmentHave different goalsSpeak different languageSlows progress due to poor communication and politics
  • FAILURE TO PLAN & FOCUS Lack of ProcessMore than 40% of respondents to a study stated lack of process was preventing them from getting the value from their automation solutionsFrost & Sullivan and Bulldog Solutions - Can’t automate what you don’t haveLack of goalsImplement MA because it’s trendy but don’t know what to do with itNo direction as to what needs to be automatedTrying to “boil the ocean” – especially with EloquaResult of not having goalsTrying to do everything at once and finishing nothinge.g. CRM integration, lead nurturing, lead scoring, automating events, etc
  • FAILURE TO ALLOCATE RESOURCES PROPERLYLack of skills and resourcesDon’t have skill set or knowledge required to build MADon’t have enough people to build and support MALack of realistic timeframeBuild is rushedResults in sloppy or incomplete systemPulling ResourcesUsually go to campaign management instead of MA buildShort term is sacrificed for long termMost common reason for failure I’ve seenResult: system not built optimally and requires too much support to maintain
  • OTHERPoor Content StrategyContent is the fuel of marketing automationWithout it you have nothing to attract prospectsAgain, nothing to automateDirty DataSegmentation becomes difficultProspect facing elements are sloppy (e.g. email personalization, email signatures)Result: benefits of MA can’t be realized
  • Organizing for Success – how to fix the problems
  • TIPS:SUPPORT ISSUESExecutive buy inMake sure you’re in it for the right reasonsMake sure executives understand inputs and outputsRESULT: Increase support>M&S AlignmentFrame MA outputs as benefit to SalesBe honest about requirementsShow them what it does and how it works – be open and honestRevenue office organizagtional model (coming up)RESULT: Ensures support and alignment
  • TIPS: PLAN & FOCUS ISSUESDocument business processes – know what to automateAs much detail as possibleHave all stakeholders approveRESULT: Guides how system should be builtSet goalsWhat do you want to achieve with MAE.g. Automate existing processes, give Sales better view of DBL, increase email effectivnessRESULT: Track success and keeps you moving in right directionDevelop RoadmapGive priority to each feature you needAllows everyone to understand what’s coming and whyRESULT: Helps focus on what’s important, not what’s “cool”RESULT: Guides you to success in an organized and efficient mannerUse Agile Marketing model to build system
  • TIPS:The best MA planning doc ever made!See “The Eloqua Success Plan” in Topliners for a great example of roadmap
  • TIPS: RESOURCES ISSUESHire experienced MA users or MA partnerPartners do heavy lifting faster than youPartner extremely helpful for 1 time projects (e.g. CRM integration)Balance schedule and resourcesDon’t set schedules you can’t achieveBe honest – you’re only lying to yourselfUnder-promise, over-deliverHave dedicated MA ownerDon’t pull owner onto campaignsKeeps focus on finishing system and achieving efficienciesMarketing Operations Centre of Excellence – building 1st class Marketing Ops groupRESULT: Ensures proper completionon time with no surprises
  • TIPS: OTHER TIPSContent is fuelMake sure you have enoughMA is not a substituteCleanse data before implementation and have strategy to keep it cleanE.g. contact washing machine, value standardization, how to interface with CRM adminDon’t launch before it’s doneTechnical issues snowballResources are tied up fixing and not buildingKeep up on training – know what’s possibleEloqua University – PowerHoursCustomer Central – ArticlesToplinersLinkedInRESULT: Ensures MA can do what’s it designed to
  • ORGANIZATIONAL MODELRevenue OfficeMarketing & Sales report to CRO (Chief Revenue Officer)Marketing & Sales Operations combinedEnsures consistent process flow right through to deal close – ops and executionAlways focused on revenueRemoves Marketing/Sales Alignment issues
  • Standard Marketing & Sales model
  • Revenue Office model
  • Questions?
  • CONTACT INFOJoe GelataEmail: joe@revenue-engineer.comTwitter: @RevenueEngineerBlog:
  • Organizing for Marketing Automation Success

    1. 1. Organizing for Marketing Automation Success Joe Gelata
    2. 2. Introduction• Joe Gelata• Marketing & Sales Operations at Coreworx• Sales, Field Marketing, Operations• Focused on revenue• B2B Software• Eloqua 10
    3. 3. Agenda• Why Marketing Automation Fails• Organizing for Success – Implementation Tips – Organizational Models• Questions• Contact Info
    5. 5. Why Marketing Automation Fails • Only ¼ of Marketing Success AutomationFailure implementations hit their goal
    6. 6. Why Marketing Automation Fails• Failure to Support – Lack of executive buy-in – Weak Marketing/Sales alignment
    7. 7. Why Marketing Automation Fails• Failure to Plan & Focus – Poorly defined business process – Lack of goals – “Boiling the ocean”
    8. 8. Why Marketing Automation Fails• Failure to Allocate Resources Properly – Lack of skills and resources – Timeframe is not realistic – Resources are pulled
    9. 9. Why Marketing Automation Fails• Other Issues – Poor Content Strategy – Dirty Data
    11. 11. Implementation Tips• Gain Executive Support – In it for the right reasons – Understand inputs and outputs• Sales Alignment – Show benefit to Sales – Be honest about requirements – Show Sales what it is – Revenue Office model
    12. 12. Implementation Tips• Plan & Focus – Document business processes – Set goals – Develop Roadmap
    13. 13. Implementation Tips
    14. 14. Implementation Tips• Allocate Resources – Hire experienced MA users or external agency – Balance schedule and resources – Dedicated owner
    15. 15. Implementation Tips• Other Tips – Don’t forget about content – Have data cleansing strategy – Don’t launch before it’s done – Get trained
    16. 16. Organizational Models• Revenue Office – Reports to CRO – Marketing & Sales Operations combined – Ensures consistent process flow – Focused on revenue – Removes Marketing/Sales Alignment issues
    17. 17. Organizational Models• Standard Model Chief Marketing Officer V.P. Sales Product Market Field Marketing Sales Marketing Development Marketing Operations Sales Operations
    18. 18. Organizational Models• Revenue Office Product Chief Revenue Officer Management Product Market Field Marketing Sales Marketing Development Revenue Operations
    19. 19. Questions
    20. 20. Contact Info Joe GelataEmail: Twitter: @RevenueEngineerBlog: