Barriers to Marketing Automation Success
Marketing Automation offers tremendous value to
organizations, but many that adop...
12 Demand Management Competencies
GTM
Goals, Strategies, Pl
ans

1.

GTM Strategy & Goals: Direct,
channel, Target Account...
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Marketing Automation Barriers to Success & Competencies Needed

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  • Adds:1-Campaign design & execution2-Technology integrationCombined Website & Inbound. Question1-What’s the difference between GTM goals, Strategies, Plans and Strategic slice of the pie? Redundant? Aren't’ they the same?
  • Marketing Automation Barriers to Success & Competencies Needed

    1. 1. Barriers to Marketing Automation Success Marketing Automation offers tremendous value to organizations, but many that adopt MAP fail to achieve its full potential. • Why? Organization: Lack of optimized organization structure Usage: Not well established within the marketing org Skills gap: Lack of knowledge how to leverage MAP Limited focus: Hyper-focus on driving net new demand vs. throughout the customer lifecycle – Technology gap: Lack of integrated systems and future – – – –
    2. 2. 12 Demand Management Competencies GTM Goals, Strategies, Pl ans 1. GTM Strategy & Goals: Direct, channel, Target Account Mkting (ABM) 2. Strategic: Marketing, demand management, content (including deep customer insights) 3. Data and Database (what to collect) 4. Website: Microsites & Landing Pages 5. Inbound and Social Media and other Lead Generation 6. Automated Lead Management: Campaign design and execution Tele-touch 7. Tele-touch (qualify and nurture) 8. Sales and Marketing Alignment & Integration 9. Content (fuel) 10. Metrics, Reporting and Analytics (predictive) 11. Program and Operations Mgt. 12. Technology & Tools

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