SunGard's Marketing Secrets for Revenue and Sales Alignment


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Everyone knows that technology by itself can only get you so far – even great software must be paired with business process change and organizational collaboration to yield the greatest possible results. But how do you take a transformational set of marketing goals through to execution and success?

Join Christine Nurnberger, VP of Marketing at SunGard Availability Services, and Cyndie Beckwith, Executive Director of Expert Services at Marketo, to learn about approaches to making the most of an enterprise marketing automation implementation, including how to:

-Optimize processes for revenue generation and sales-marketing alignment
-Make the business case for implementing marketing software
-Partner with your vendor to jointly navigate a framework for project success

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  • We were really able to move the needle in a number of areas. In FY12 was all about aligning with sales MRR objectives vs. lead metrics, selecting vendors to support enterprise level programs like C-level appointment setting, and putting the systems and processes in place to enable us to track and measure our impact on pipeline and revenue. The goal is to evolve marketing from a cost center to a profit center, and we made some pretty good strides to that end last year.
  • At the top end of the funnel, content should be married to your brand but only on a first date with your products
  • Consultants have experience implementing Marketo with enterprises and Fortune 100 companies at scale. Across all the consultants, they have accumulated over 45,000 hours of experience on project-based and custom consulting projects.Algonquin College = publicly funded college in Ottawa, Canada with over 16,000 full-time studentsCenturyLink = global broadband and telecom company based in Monroe, Louisiana. Listed on S&P 500 with $7 billion in revenue.Christiana Care = one of America’s largest healthcare providers based in Wilmington, Delaware. Ranked 17th in the nation for hospital admissions. Over 10,000 employees and over $2.1 billion in revenue.Citrix Systems = software provider focused on virtualization and remote access based in Santa Clara, CA. 75% of internet users touch Citrix products every day and they have over $2.2 billion in revenue.Kelly Services = global staffing service based in Troy, Michigan. Provide employment to over 550,000 employees annually with over $5.6 billion in revenue.F5 = networking appliances company based in Seattle, Washington. Service 8 of the Fortune 10, 44 of the Fortune 50 and named one of Fortune 100s fastest growing companies with over $1.15 billion in revenue.McKesson = Healthcare information technology provider based in San Francisco, CA with over $108 billion in revenue.USG = United States Gypsum Corp manufactures drywall and joint compound based in Chicago, Illinois. Largest distributor of wallboard in the US with over $3 billion in revenue.Vantiv = Payment processing company based in Cincinnati, Ohio. Vantiv is the largest PIN Debit U.S. acquirer and third largest U.S. merchant transaction acquirer ranked by general purpose transaction volume. Vantiv processes more than 12.9 billion payment transactions and approximately $426 billion in volume annually.
  • This is a high-level overview of the client services offerings. Client services includes professional services, customer support, enablement, education, and the partner ecosystem.An implementation methodology that is…SimpleStructuredCustomer driven Virtually supportedand…Provides knowledge, tools and a best practice approach to implementationBuilds and deploys a rich, comprehensive Revenue Management / Marketing Automation environment
  • Marketo understands that customers mature at different rates and will enter and leave at difference points. Marketo expert services guide customers along this maturity curve as far up and deep as they want to go. Results focused delivery gets customers up and running fastLong term focus on driving marketing maturity insures Customer maximize value
  • We see the need to structure our customer interaction across our Marketo team as essential. It is something we are working on relentlesslyTypically done with a methodology – we have Marketo DriveIf you look at the top of this slides you’ll see a Discover, Define, Deliver and Drive (Ongoing)The green boxes are areas where we are doing heavy construction right now. Training rollouts is an example we’ll cover later.Just getting the DDDD agreed and structuring the PM is important and well defined at this pointIt’s being Expanded to Campaign and Design Services which are defined best practices/opinions from Marketo, Customers, and Patners (the Marketing Nation)
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