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Implementing Marketing Automation in a Large Enterprise


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The 7 Best Practices for an Enterprise Deployment of Marketing Automation

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Implementing Marketing Automation in a Large Enterprise

  1. 1. © 2016 CallidusCloud – Proprietary & Confidential Deploy, Define, and Rollout: Implementing Marketing Automation in a Large Enterprise Presented by: Charles Moore
  2. 2. © 2016 CallidusCloud – Proprietary & Confidential Safe Harbor This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the results of CallidusCloud could differ materially from the results expressed or implied by the forward-looking statements made. All statements other than statements of historical fact could be deemed forward-looking statements, including any projections of product or service availability; any statements concerning new, planned, or upgraded services or developments.
  3. 3. © 2016 CallidusCloud – Proprietary & Confidential Overview Presenter: • Charles Moore – SME, Marketing Automation EMEA Agenda: • Introduction & Product Overview • 7 Best Practices • Rollout, Training and Support • Wrap up • Q & A
  4. 4. Introduction & Product Overview A bio and brief introduction to our product
  5. 5. Professional Experience With 15+ years experience in the sector … I am passionate about improving marketing performance for innovative, high growth businesses. I help ambitious business leaders to identify, evaluate and implement modern marketing systems to increase sales, save time and make money. Speaker Headshot Charles Moore SME, Marketing Automation EMEA
  6. 6. © 2016 CallidusCloud – Proprietary & Confidential So why invest in Marketing Automation? Quite simply… To be able to measure your contribution to the organisation, so you can know where to invest to get the best ROI, in order to scale effectively. Benefits of adoption: • Generate 50% more SQLs* at 33% lower cost Forrester Research • Increase click through rate by 14% The Aberdeen Group • Increase conversion rate by over 10% & sales by 5-10% • Increase sales productivity by 14.5% Forrester Wave 2014 • Reduce marketing overhead by 12% Forrester Wave 2014 * Sales Qualified Leads
  7. 7. © 2016 CallidusCloud – Proprietary & Confidential Marketing Automation – The Beginning of the Lead to Money Journey Single vendor Integrated solution Breadth and depth of functionality    Generate more leads…
  8. 8. © 2016 CallidusCloud – Proprietary & Confidential • Segment your lists and personalize people’s experience • Engage in lead generation, lead nurturing and scoring • Engage in relationship marketing, cross-selling & up-selling of customers • Peform Closed loop reporting & the measurement of MROI • In order to increase your sales and your client retention Technology that enables marketing best practices…
  9. 9. © 2016 CallidusCloud – Proprietary & Confidential Not just for Marketing … a Platform for the entire Organisation Marketing Teams Sales Teams Resellers • Engage in Inbound Marketing to draw people to your content • Engage in Outbound Marketing activities with segmented lists and personalized campaigns • Engage in lead nurturing to grow interest in your products & grow your marketing lists • Identify the anonymous 98% of website visitors • Record the activity of these visitors before they identify themselves, then score & nurture them when they fill a form • Use social media tool to listen for & engage in conversations that can lead to opportunities, as well as sharing content to create dialog & generate prospects • Ability to share emails, landing pages & workflow with resellers • Resellers edit & personalize materials with their branding and contact details • Resellers then use the system to upload and distribute emails to their lists
  10. 10. Best Practice For Enterprise Deployments
  11. 11. © 2016 CallidusCloud – Proprietary & Confidential In order for a project to succeed it requires sponsorship from as high up as possible: * A HBR report states lack of user acceptance due to inadequate Executive Sponsorship is the leading cause of implementation failures Getting Buy in is Critical to Success Executive* To show the business that the organization is committed Business To drive the changes through all areas of the business I.T. To ensure the solution is integrated into the existing landscape
  12. 12. © 2016 CallidusCloud – Proprietary & Confidential Setting Expectations Up, Down & Across the Organisation Its important to set expectations early: • An investment in marketing automation will modernize the entire Sales and Marketing organisation • It requires an organisation to rethink, re-organise and re- invest in what it does currently • It’s a significant upfront investment, that will pay dividends over time when done right Settings expectations is important to manage the project and keep everyone involved motivated towards a successful implementation
  13. 13. © 2016 CallidusCloud – Proprietary & Confidential Clearly Defining & Articulating a Plan of Action Here are some essential items for a large project to be successful: • A clearly defined plan – that every agrees on & works towards • Agreed timelines – that are realistic and achievable • Milestones & KPI – to track progress and steps along the way • Agile execution – to benefit from frequent feedback and updates The plan will need regular updating as new information becomes available from the actions taken Initiate Plan Execute Update Exit
  14. 14. © 2016 CallidusCloud – Proprietary & Confidential Building Sales and Marketing Alignment If Sales are not involved from the beginning, get them onboard with the project ASAP! In order for the project to be successful • Sales & Marketing need to be aligned & on the same team • So that it’s understood this is a significant upfront investment • It’s not just a new solution, it’s a new way of working
  15. 15. © 2016 CallidusCloud – Proprietary & Confidential Examining Current Processes to Create Future Ones To effectively implement marketing automation it is important to understand what, and how current processes are done today So that the future ones can be examined, optimized and then automated with the effective use of the M.A. technology Its all about how people & their process use the data & the technology Process Platform Data People Things to include in the analysis: • People – to find out what they do currently • Process – to find out how they do what they do • Platforms – look at all the systems being used • Data – to examine all the data that is used or that will need to be used
  16. 16. © 2016 CallidusCloud – Proprietary & Confidential Agreeing Project Reporting Requirements A crucial and often overlooked aspect projects is the reporting requirements. Effective reporting is required to know what’s working and what's not. So companies can know where to invest their marketing spend for the biggest return. Discuss the importance of reporting to the overall project • Decide upon what the measures of success will be • Update processes to capture all the data necessary • In order to report on what its important to the business * Please also see the slide on Sales and Marketing alignment
  17. 17. © 2016 CallidusCloud – Proprietary & Confidential Starting the Data Collection Early on in the Project It is important not to underestimate how long it takes to prepare the data for the project Depending on the size of the organization and the number of departments involved this can easily take many months to get in place. Some of the considerations involved in the data preparation: • Making sure to collect the data from all the disparate sources • Agreeing on the field names, field types, values & sort orders • Collating the data, deduping it & deciding whose data is the master • Formatting all the records to be consistency • Checking emails are valid before use • Enhancing high value data sets
  18. 18. Rollout, Training & Support To ensure the maximum adoption and quickest time to ROI
  19. 19. © 2016 CallidusCloud – Proprietary & Confidential Decide upon on the Rollout Method for Implementation A Phased Approach Distributed teams Requires more resources Create local specialists Allows for learning Increases flexibility Can respond in local time A Big Bang Approach Centralized team Requires less resources Builds skills faster Easier to manage More overall control A company will need to decide whether it will rollout the new solution all at once, or one team at a time… Big Bang Phased
  20. 20. © 2016 CallidusCloud – Proprietary & Confidential Considerations for Keeping a Project on Track Be Agile Regular meetings & updates ensure the project stays on track Change Management Large projects will require a lot of change management Re-Iterate the Vision Regularly During rollout is it important to keep everyone focused and motivated on achieving a successful implemmentation
  21. 21. © 2016 CallidusCloud – Proprietary & Confidential Implementing Process Management to Ensure Success Strict Governance is required to keep projects under control Large projects require clearly defined processes, roles and responsibilities to remain effective and to stop them getting out of control. Example processes include: • Adherence to corporate branding guidelines in all communications • The setting up users, with access to the correct functions and datasets • Naming conventions so people can know what things are • The filing of all work in agreed folders to ensure it can easily be found • Fields get added with consistent values and sorting orders
  22. 22. © 2016 CallidusCloud – Proprietary & Confidential The Importance of Effective Training to getting Started Effective training is critical for a project to be successful Along with project buy in … training ensures maximum adoption of the new technology. This leads to the largest number of people using the system effectively & the quickest time to ROI Training methods: • Pre-launch - online learning with videos, slide decks & manuals • At Go-Live - in person in context training using work scenarios • Post-launch - regular webinars to build skills and re-iterate learnings • On-Going – build a library of short how to videos
  23. 23. © 2016 CallidusCloud – Proprietary & Confidential The Importance of Support to Remaining Successful And Customer Support is critical to keeping it successful A successful implementation is the very beginning of the journey. To get the most from an implementation and all that it has to offer is typically a multi-year process. With Customer Support on the front line solving issues as they occur… Effective Support Includes: • A central location to access all support services • The ability to easily submit Customer support tickets • An Knowledge Base with regular updates through time • An Online Community of users containing Q&A and best practices
  24. 24. © 2016 CallidusCloud – Proprietary & Confidential How the Calliduscloud Solution helps you to Succeed Message 1 Message 2 Message 3 Align Align your marketing and sales to your prospects and customers Automate Automate your marketing processes, centralize your marketing interactions, & integrate with your CRM Accelerate Accelerate the sales cycle of the reps with our unique integrated sales tools which offer real-time alerts Calliduscloud Marketing helps you align sales and marketing, automate key marketing processes, and accelerate sales! To generate more leads, for more deals and close them in less time
  25. 25. Wrapping up Next steps…
  26. 26. © 2016 CallidusCloud – Proprietary & Confidential Where to find more information: Please find below a selection of additional resources: • Free Trial: Visit the website and fill in the form here • Features: • Support Portal: • Webinars: • Release Notes: • YouTube: Engage your prospects for greater ROI with CallidusCloud Marketing • Microsite: CallidusCloud Marketing
  27. 27. © 2016 CallidusCloud – Proprietary & Confidential Contact Information If you have questions or require any further information, please contact: Charles Moore - SME, Marketing Automation EMEA • • +44 795-650-5100 (mobile) Your Customer Success Manager CallidusCloud Support • Log support tickets via • +1 877-878-3300 then #3
  28. 28. © 2016 CallidusCloud – Proprietary & Confidential Q&A Any questions?
  29. 29. Thank you for Attending Marketing Automation works quicker than you think ®
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