Sirius Decisions Summit 2010 - Keynote - Demand Center / Shared Services @Oracle #Oracle #Demand Center

3. Who washes your car?
Rene Saltzherr
Sr. Director Global Demand Marketing Services

4. Audience poll - Hide slide
• Who used carwash last 6 months?
• Who had help with their tax return?
• Who had someone else changed oil of their car?
• >> result many people rely on others services, so why
can’t marketing do the same?

5. Marketing
Shared Services
Best Practices for
Demand Centers
of the Future

6. <Insert Picture Here>
Agenda
• History of Shared Services @ Oracle
• Shared Services Offering
• Engagement Model
• Marketing Execution
• Marketing & Sales Alignment

7. Some Oracle Numbers
106,492 employees
$24 Billion (last 4Q)
6572 events per year
1.6M Marketing Leads / year
350M emails / year
6M software downloads / year (pre-Sun)

8. Strategy Content Package Execute Results
Campaign Development & Execution
Who does what?
Product
Marketing
Campaign
Marketing
Campaign
Marketing
Campaign-
Field-
Event-
Marketing
Support from Shared Services
Sales &
Marketing

9. <Insert Picture Here>
Short History Lesson:
How Shared Services
evolved

10. Shared Services - History
Almost
No Service
2002
Shared Service
2005
Self Service
1999

11. Processes & Systems / Skills
Centralized vs. Decentralized
• Global Processes / Branding / Templates
• Support regional differences
• Drive best practices – Centers of Excellence
• Use centralized Marketing Automation
• Oracle Siebel systems
• Continuous improvement and Measurement is needed
• takes time/resources
• Higher value activities by higher skilled people
• Give Marketer time to do Marketing

12. Cost & Complexity
Do more with the same $
• Business growth 20%YoY - Flat budget last 8 years
• Need to Stretch Dollar
• Resource allocation and relocation
• Field Marketing vs. Corp Marketing
• fully loaded HC cost $125-175k – US based
• lower cost countries $25-35k
• Economies of scale
• Deal with growing Global Complexity
• e.g. Privacy rules evolving and different per country
• Centralized Subscription / Suppression

13. <Insert Picture Here>
Type of Services

14. Marketing Shared Services
Wide Range of Offerings
• Business Shared Services
• PO, Procurement, Yearly Plans, Program setups, Integrated Reporting, BI
• Demand Generation Shared Services
• Email, Segmentation, Events, Online Monetization, Lead Management,
Transactional, Nurturing, Trigger Marketing, Sales Engagement, Advanced
Analytics, Customer Privacy
• Operations & Systems Shared Services
• Customer Data Quality, Infrastructure, Siebel systems, Process, Business Helpdesk

15. What we can do for you!

16. <Insert Picture Here>
Engage with
Shared Services

17. Engagement model
• Marketer
• Files Service Requests using Request Portal
• Works with Regional Advisors for larger projects
• Marketing Shared Services
• Teams per areas
• Service Level Agreements per tasks
• Global work queues
• Priority based
• First In First Out
• P1 Escalation

18. Sample: Initiate Manual Lead Flow
With links to process wiki

19. Monitor Request Volumes
Per service type - volume / avg. time / per region etc.
Sample ibot / Dashboard for subset of services

20. <Insert Picture Here>
Marketing Execution

21. Campaign sample
www.oracle.com/ironman2

22. Global Siebel CRM
Initiative
Plan
Program
Follow-upSalesChannels
Responses
Field Sales
Oracle Direct
Partners
Marketing Responses to Sales
Capture and flow to Sales
Phone
Web
Direct
E-mail
MarketingChannels
GBU Sales
Search
Support Sales
Others….
Inbound
Controls
- Match
- Clean
Physical
Events
Workflow
or Manual
Publisher
Events
Micro
site
Ads
External Agencies (e.g. Starcom)
Route/Assign
Workflow
or Manual
Response
Campaign
Follow Up
Campaign

23. Marketing Assets / Best Practices
• Installed Based Focused
• Many assets available, never enough
• X-sell
• Up-sell
• Optimize Email
• Optimize Landing Pad
• Optimize Lead Flow
• Automated Triggers
• Drip Marketing
• Guidelines

24. Online Demand Monetization
Component library for x-sell, up-sell

25. Best Practice Standards as starting point
Standard

26. 225px width RHS column510px width content
W-Header
W-Content W-Login
W-Privacy
750 page width
Standard
Templates as starting point

27. 510px width content
W-Content
• Compelling Intro
• Max 3 bullets
• Clear Benefit
• No distraction
Best Practice Guidelines

28. Measure Continuously – Never Stops
Goal focused
1192 in-person events 1293 in-person events

29. End to End Reporting
from eMail/tactic completely to Opportunity

30. <Insert Picture Here>
Marketing & Sales
Alignment

31. Marketing & Sales Alignment
1 Global Siebel CRM system
• Marketing can see Sales pipeline *)
• Sales can see Marketing activities *)
• Shared Services
• Enable Marketers for in-depth conversations with Sales
• Reporting, Trends, “What did you do for me lately?”
• Lead management and Lead Flow, forecast
• Proactively Monitor - as their day job
>> Conversations Marketing & Sales much easier
*) Some security restrictions apply

32. Provide context to sales with Leads
Increase Oppty creation through better info
Link to documents related to activity/event
• Any URL or document
• Central library for reuse
Shared Services
• Checks for existence
• Takes content from execution
• Bridge between Sales and Marketing

33. Focus on Results – Marketing View
Responses
& Outcome
Marketing Leads
& Call Outcome
Opportunities &
Outcome/Value
Marketing Dashboard
Program Results Card
Shared Services:
• Defined / Feedback
Campaign

34. Marketing Leads – Sales View
Responses
Campaigns
Opportunities
Marketing Leads

35. Marketing / Sales Forecast

36. Role of Shared Services is expanding
Result focused
Thank you!

37. <Insert Picture Here>
Questions?