The CIO's Guide to Marketing Automation


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The CIO's Guide to Marketing Automation

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The CIO's Guide to Marketing Automation

  1. 1. The CIO’s Guide to Marketing Automation
  2. 2. what we’ll cover today • • • • • The Modern SaaS Ecosystem Marketing Automation Trends Adopting MA? Key Considerations Blueprint for integrating MA & CRM Technical considerations © 2014 Salesfusion
  3. 3. who we are • • • • • • Pioneer in lead to revenue management - the only MA platform built on a CRM database Integrates to more leading CRM systems than any other MA platform The best marketing automation platform in the industry for integrating marketing to sales 750+ Clients in 22 countries Known for unique approach to client services & training All-in-one approach to marketing platform © 2014 Salesfusion
  4. 4. technology landscape • • • The modern SaaS ecosystem for demand/front-office technologies Rapid evolution Fragmented point solutions moving to core technology © 2014 Salesfusion
  5. 5. Marketing technology adoption • • • • $17 Billion market by 2017 Rapid migration to platform approach – think CRM circa 1999 Buyer behavior and social web driving adoption Integration of marketing and sales is key driver © 2014 Salesfusion
  6. 6. Why the CIO should care about marketing technology The Core Enterprise Within CIO’s Control The Marketing Enterprise Wild West of cloud apps Email Social Web Low cost solutions acquired with credit card and no IT involvement PPC Surveys No connection to the core enterprise © 2014 Salesfusion
  7. 7. why the CIO should care about marketing technology This exists because CRM alone is not enough • • • • Buyer behavior has changed Communication has changed Engagement has changed Channels have changed, evolved and increased in variety • CRM has largely remained the same…. © 2014 Salesfusion
  8. 8. challenges with modern B2B Sales (and the CRMs that support it) The buyer journey has become self-paced © 2014 Salesfusion
  9. 9. why is marketing automation so hot? • Severe disconnect exists between marketing & sales • And C-level knows it needs to be fixed • • • • Buyer control of online product research The social web removes power from sales CRM supports the “old way” of selling MA supports the “new way” © 2014 Salesfusion
  10. 10. persistent disconnect between marketing and sales • Resulting from marketing technology operating outside of the core (CRM) • Symptomatic of outdated demand processes © 2013 SalesFUSION © 2014 Salesfusion
  11. 11. matching processes with buyer behavior • Marketers are focusing on the new buyer journey • Establishing processes that are enabled by technology • Processes bring marketing & sales together • Result in better decisions based on analytics © 2014 Salesfusion
  12. 12. matching processes with buyer behavior This Results in… BIG DATA Marketing needs IT help to manage, interpret, store and optimize © 2014 Salesfusion
  13. 13. why the CMO/CIO must get on the same page • • • • CMOs are challenged with being 100% focused on revenue Budget decisions driven by revenue outcomes Revenue outcomes require integration of marketing systems with CRM Integration requires marketing, sales and IT involvement © 2014 Salesfusion
  14. 14. when the CMO comes a knocking….for money • • • • Who owns the MA Budget? Are all factors being considered? How much will be allocated to integration project? How much IT involvement will be needed to integrate and support? © 2014 Salesfusion
  15. 15. MA decision criteria • • • MA decision has been based on price and integration Integration as a key driver for vendor selection Collaboration between Marketing & IT is critical © 2014 Salesfusion
  16. 16. who’s using the MA system? • • • Sales access of MA data is increasing (makes perfect sense) Most access occurs through the core CRM platform Understanding how MA data connects to CRM is key © 2014 Salesfusion
  17. 17. MA and CRM Integration • • Connect with web services Connect with API Prebuilt connections with CRM apps Contact, lead & accounts are connected via GUID, Email & Persistent Cookie Data from MA is synched to CRM in real-time and/or batch Contact Card Address Phone/Email….etc Lead Source Lead Score Navigation • • • Activity History Opportunities MA Data – web, email, forms, events….in objects and/or iframe © 2014 Salesfusion
  18. 18. MA and CRM integration • • • Combination of single and bidirectional data flow MA system acts as front end DB for website and unstructured campaign data Data flows are dictated by how a company maps lead flow process Account Contact Lead Task Opportunity Email Forms Events Web Activity Campaigns Lead Score © 2014 Salesfusion
  19. 19. a project guide for implementation of MA • • • • • The MA system must have access to contact, account, activity and purchase data. Data flows between corporate applications is critical to understand how they work together to form one system that will power the MA. Understand all touch-points between applications to indicate how a new or revised record (e.g. contact, account, opportunity, activity) in one updates corresponding records in others. If these updates aren’t occurring, a master data management project should be initiated. If the customer relationship management (CRM) system serves as the central repository for all contact and account data, the MA system will only need to integrate with the CRM system; Source: SiriusDecisions © 2014 Salesfusion
  20. 20. IT implications • • • System limitations and requirements. How a MAP can be integrated and its data structured is strongly influenced by the applications currently in place. Outline limitations and requirements of the CRM concerning how it ingests, maintains (structure and normalization) and provides data for transfer. CRM user license. The MA is integrated with an organization’s CRM system via a user license; other options include Web services, a secure file transfer program or middleware. Advise IT and the CRM administrator of this project requirement, and identify any internal concerns. Email authentication. An MA should adhere to email sender authentication standards such as DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF) and Sender ID. This authenticates email messages sent from the MAP, increasing the probability of getting them through to a customer/prospect inbox rather than ending up in bulk mail folders. Notify IT of this requirement, identify any internal concerns. © 2014 Salesfusion
  21. 21. IT implications • • • Website access. The MA System will require installation of visitor tracking code on the corporate website. This is installed similarly to Google Analytics CRM Installation. In many cases the MA physically installs add-on tables and/or objects/entities in CRM. The CRM administrator must lead this portion of the integration Internal Support. An IT employee is typically responsible for managing support related issues with the CRM integration and will work with the MA vendor to ensure the integration is functional © 2014 Salesfusion
  22. 22. doing it right pays dividends © 2014 Salesfusion
  23. 23. doing it right pays dividends • • • Tangible benefits to integrating marketing & sales C-Level executives are beginning to understand implications The new buyer journey will drive companies to adapt to this new reality © 2014 Salesfusion
  24. 24. Q&A • • • • Learn more at See a live demo Follow our blog for tips/best practices Thanks for joining us today! © 2014 Salesfusion