The document discusses expanding the role of marketing and challenges in marketing. It outlines changing buyer behaviors like anonymity, preference for self-serve options, and limited attention spans. The document recommends that marketing map their processes and systems to identify gaps and integrate technologies like CRM, analytics, social media, and marketing automation to improve workflows and gain visibility into results. It provides an example of how one company automated marketing communications to save 12 hours per week.

1. Sales & Marketing
Expanding Marketing’s Role
Lisa Steinhart, Socius Nathan Cox, Socius

2. Sales & Marketing

3. Sales & Marketing
eCommerce Expertise
Lisa Steinhart
Marketing Director, Socius
Nathan Cox
Sr. CRM Consultant, Socius

4. Sales & Marketing
In This Session…
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Changing Roles For Marketing and Why
•
Challenges For the Road Ahead
•
Creative Ways to Solve Common Challenges

5. Sales & Marketing
•
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Anonymity
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Preference for Self-Serve
•
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Aversion to disclosing buying (BANT) information
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Limited/No response to inbound communications (e/voicemail)
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Limited attention span (120 e-mails/day)
•
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Abundance of accurate content available
•
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Desire to engage directly with publisher
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Preference for 3rd party/peer research
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More proof activities/negotiation (lower risk profile)
The New Buying Behavior
Trust

6. Sales & Marketing
Messaging Logistics
Content Development
Actionable Psychology

7. Sales & Marketing
TWITTER
FACEBOOK
SOCIAL EXECUTION
CRM
ANALYTICS
WEB/eCOMMERCE
LINKEDIn

8. Sales & Marketing
Key Disparities
•
Emphasis still on Sales Automation
•
Non Connected Systems is increasing
•
Singular and Specialized Systems
GoToWebinar
Email
Calendaring
Web Site
CRM
Twitter
FaceBook
Analytics
Blog
Syndicated Content
Paid Placement

9. Sales & Marketing
We Are Where ERP was 15 Years Ago
•
Limited Visibility
•
Disparate Singular Solutions
•
Spreadsheet Tracking
•
Manual BI
•
Left hand not in sync with right…
You knew you were losing money because the $$$ were visible in inventory, and revenue…

10. Sales & Marketing
Yet in tough times…What Get’s Cut?
•
Marketing Budgets
•
Investments in Marketing Technology
•
Investments in Marketing Headcount
…Because our systems and data aren’t readily and consistently showcasing the value marketing brings to the organization…

11. Sales & Marketing
Welcome to the Renaissance of Marketing
•
Recognition of today’s marketing requirements
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Integration
–
BI
–
Dashboarding
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Easy tools for left brain thinkers
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Automation to speed operations
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Visibility into results driven activity

12. Sales & Marketing
How to Compile Your Action Plan
•
Map your ‘today’ process
Market Life Cycle
Lead Life Cycle
Sales Life Cycle
Other?
•
Map your Systems and Purpose
Market Life Cycle
Lead Life Cycle
Sales Life Cycle
Other?

13. Sales & Marketing
How to Compile Your Action Plan
•
Identify your gaps in process and systems
Market Life Cycle
Lead Life Cycle
Sales Life Cycle
Other?
•
Document…Document…Document
Market Life Cycle
Lead Life Cycle
Sales Life Cycle
Other?

14. Sales & Marketing
QUICK STORY…

15. Sales & Marketing
Products Companies
Services Companies
SYSPRO
Sage
Dynamics
Cloud
BI
CRM
ISV
NAV
GP
AX
CRM
HRMS
Cloud
Cloud
CRM
ISV
ISV
ISV
ISV
ISV
Professional Services
We Have A Complex Mix of Products/Services

16. Sales & Marketing
Socius Quick Story
•
Ran Methodology in February
–
Email Construction
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Sends By Role (2)
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GTW Integration
Activity
Cost Per Week
Email Construction
1.5
Email Sends by Role
3
GTW Integration
2
Sales Communications
2
Visitor Track
$3,600
Nurture Scheduling
3
12 Hours

17. Sales & Marketing
Our Approach
•
Applied Marketing Automation to save 12 hours per week
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Nurture scheduled is automatic
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Sales gets immediate Updates
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Reduction in overall manual entry to CRM
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Additional time saved by Sales
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Additional benefit – better targeting

18. Sales & Marketing
Publishers Have More to Offer…
Nathan Cox, Socius