1) The document discusses how marketing is evolving to meet the changing customer buying process, which now involves more self-service and happens increasingly before companies are aware. 2) It argues that marketing needs to move from the backroom to the boardroom by providing intelligence and insights that CEOs and other executives can rely on in decision making. 3) Marketing automation technology is presented as an enabler that can help make marketing more efficient, scalable, and focused on driving the sales funnel and pipeline, but the technology alone is not the vision - the key is how it supports marketing strategy.

1. Intelligent Engagement, through the clever use of marketing technology
‘Stop tinkering and start driving a new marketing agenda’
Adam Sharp
23rd April
6 May, 2015 CleverTouch 1

2. 6 May, 2015 CleverTouch 2
About us
(disclosure: vested interest)

3. About CleverTouch
The boring bit

4. 6 May, 2015 CleverTouch 4
Taking Marketing from the
Backroom
to the Boardroom

5. THE SALES & MARKETING FUNNEL
The Shape Of The Traditional Sales And Marketing Funnel

6. MOVING MARKETING TO THE BOARDROOM
• Forrester Research - only 8% of
CEOs rely on marketing for insight in
their decision making.
– As most marketing functions
unable to provide intelligence.
• CEB/Google; 57% of the buying
process happens before an
organization even knows about it.
– Customers want self-service
without being harassed
Above all be relevant

7. THE CUSTOMER BUYING PROCESS DEMANDS A NEW MODEL
The Sales And Marketing Function From A Buyers Perspective

8. The sales & marketing model is being
reinvented by your customers?
6 May, 2015 CleverTouch 8
Driving new thinking and change in the organization

9. 6 May, 2015 CleverTouch 9
How will you measure
your career?

10. What is most important?
6 May, 2015 CleverTouch 10
The Marketing Alchemist
• Campaigns &
ROI?
• The Content you
create?
• The People you
hire?

11. What the CXX team want from Marketing?
• To feed their most expensive resource
• To be a source of innovation & a radar
to the market
• To be able to speak the same
language as Sales
• To translate what this technology
can do, in this new world
– Information-led not especially
application led.
6 May, 2015 CleverTouch 11
Incremental improvements in performance > Infographics, everytime.

12. Marketers are evolving their thinking &
infrastructure to support the new world
• To keep their jobs Marketers needs
to be able to AT LEAST track initial
source of lead.
– ONLY 20% OF CMOs can
measure ROI
– Better yet move from ROI to
Forecasting to…..
– Revenue Demand Mngt
• Spencer Stuart Mar 15, report on
MA impact on CMO career
longevity. 2X.
Careers are not measured by Campaigns but by what is put in place and left behind

13. 6 May, 2015 CleverTouch 13
Marketing Automation
as a driver of new thinking
& discipline

14. CONFIGURABLE FUNNEL- KEY TO
LINEARITY
6 May, 2015 CleverTouch 14
Evaluate Mobility
Last month: 2
This month: 1
Change: 50%
Launch/Interest
phase
Last month
424,901
This month
429,122
Change: 1%
Evaluate Virtualization
Last month: 2
This month: 4
Change: 100%
Learn Mobility
Last month: 334
This month: 810
Change: 143%
Learn Cloud
Last month: 343
This month: 217
Change: 217%
Evaluate Cloud
Last month: 4
This month: 5
Change: 25%
Propose Virtualization
Last month: 12
This month: 24
Change: 100%
Propose Mobility
Last month: 13
This month: 8
Change: 38%
Propose Cloud
Last month: 5
This month: 6
Change: 20%
Learn Virtualization
Last month: 6693
This month: 8508
Change: 27%
Respondents Virtualization
Last month: 2889
This month: 2977
Change: 3%
Respondents
Mobility
Last month: 606
This month: 617
Change: 2%
Respondents
Cloud
Last month: 238
This month: 243
Change: 2%
Conversion
Opportunity Pipeline
Virtualization
Last month: 96
This month: 102 ($4,050,444)
Change: 6%
Conversion
Opportunity Pipeline Mobility
Last month: 19
This month: 21
($416,431)
Change: 11%
Conversion
Opportunity Pipeline Cloud
Last month: 5
This month: 5
($131,209)
Change: 0%
Influenced
Numbers
Last month
$4,306,548
This month
128 Opportunities
$4,598,084
Change: 7%
Overall 3%
movement
Overall 42%
movement
Overall 10461%
movement
Overall 39650%
movement
Overall 3%
movement

15. THE BUSINESS PRIORITIES
Step 1.
Get Sales & Partners engaged and provide
them meaningful insight.
Step2.
Evolve the digital strategy to a business
strategy mind-set.
Step 3.
Make marketing more efficient & scalable,
thinking into-the-funnel.
Step 4.
Drive sales and marketing alignment based on
the new sales model.
4 Step Process- Client Approved. Nice & Simple.

16. Marketing Automation is very clever.
However it is simply an enabler of marketing vision as
opposed to the vision itself
A core objective of marketing automation is to move marketing
from cost centre to revenue generating, from reactive to
predictive
From Service Provider to Game Changer
Our Perspective
Health warning: Don’t get lost in the technology, as wonderful as it is

17. 6 May, 2015 CleverTouch 17
Final Thoughts

18. LEAVE A LEGACY
6 May, 2015 CleverTouch 18
• Most marketers start with the
front end, and JUST deliver
campaigns.
• The smart marketers build out
the backend and a leave a
legacy to build upon AND
forecast future outcomes.

19. 6 May, 2015 CleverTouch 19
Thank you.
Any questions?
Adam Sharp
E: asharp@clever-touch.com
T: +44 1962 677 000
M: 0773 8475286

20. Intelligent Engagement, through the clever use of marketing technology
‘Stop tinkering and start driving a new marketing agenda’
Adam Sharp
23rd April
6 May, 2015 CleverTouch 20