Speaker: Srikant Sharma, Group VP - Customer Success @ Marketo

2. Reinventing the Customer Journey
Srikant Sharma
Group Vice President, Customer Success

3. MARKETO is a dedicated to automating the
engagement economy by enabling
marketers to connect with, attract and
engage their customers.
 Marketo provides the leading
Engagement Platform for marketers.
 Global strategic partner to large
enterprise and fast-growing organizations
across a wide variety of industries across
the Globe
 Highly-calibrated Customer Success
organization (90 people globally)
Customer Journey = ENGAGEMENT
Srikant
Sharma
Group Vice President
Customer Success

4. ” I wonder how I
rank against my
peers in engaging
my customers.”
“ I need to learn
Marketo better.”
“ I need someone to
help me with a
payments and billing”
“ How do I know if
I’m successful?”
“ Who handles
my renewal? “
“ Who do I call to
help me with my
new instance?“

6. AWARENESS CONSIDERATION DECISION

7. What is a Customer Journey?
The customer journey is the complete view of all touchpoints from Awareness to
Advocacy. Each touchpoint is documented to provide a full experience of what a
customer goes through when they engage with Marketo.

8. TOFU MOFU DEAL ADOPTION RENEWAL
The Virtuous Customer Engagement Cycle

9. How do we get started?
• Get executive and x-functional buy-in, consensus and
commitmentCommitment
• Inventory and audit of all processes, deliverables and
policies across all teamsTransparency
• Project leader that understands the organization and is
dedicated entirely to driving the change necessaryLeadership

10. Setting up the Customer Journey
 Mapped12 critical transition touch points along the customer journey
 Identified teams that engage and/or influence the customer journey
 Identified deliverables, assets, and workflows that drive the customer
journey

11. Marketo team grid
K – Customer Success Management Team

12. Confidential & Proprietary | 12
Customer Journey Model – Matrix and Plates
IDEAL CUSTOMER JOURNEY
ENGAGEMENTTEAMS
7-K

13. Customer Journey Map at Marketo

14. Rules of the Customer Journey Matrix
Owned by the each team involved
Prescriptive and mandatory
Has a precursor and a handoff
Checklist of deliverables
Documented risk points
Continuously evolving towards optimization

15. Customer Journey| Functional
Customer
KickOff

16. Post-ClosePre-Close
EngagementPromise

17. Engagement Maturity Assessment
Customer Survey
Feature Usage
Metric based system to score
and benchmark customers
across, (5) pillars of success

18. Adoption Scores
Adoption Scoring Model
benchmarking customer’s usage
of Marketo to their peers

19. Customer Health scores
Scoring System leveraging customer interactions to determine risk. Example
Metrics: # open cases, new customer team members, renewal date, etc.

20. Summary – the pursuit of kaizen

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  

22. Key Business Priorities
Marketing Efficiency Lead Management
Process w/ Sales
Engagement Across
Lifecycle
Omni-Channel
Marketing Programs
Indirect & Multi-Tier
Marketing (B2B2C)
Organizational
Alignment & Scale
Corporate Investment in
Digital Transformation