How to address the challenges in marketing through a distributed sales force. Presentation identifies field marketing issues and how to solve them whether marketing through distributors, branches, field offices, channel partners, etc.

1. Using Marketing Resource Management Systems
(MRM) to Engage Distributed Sales Channels
AMA Interactive SIG
January 9, 2013
Presented by DocuStar

2. Challenges – Localization
• Want to localize
and personalize
messages now
• Big Data solution
in progress

3. Challenges – Materials Trashed
• Marketing
materials get
trashed
– Too Generic
– Obsolescence
• CMO Report
(2008) – 90% of
materials not
used by sales

4. Challenges – Brand Dilution
• Renegade sales
representatives
create their own
materials

5. Challenges – Sales Alignment
• Elusive but important
• According to a 2011
research study by the
Aberdeen Group, “best-in-
class” companies
exhibiting Marketing and
Sales alignment showed
an astounding 31.6%
average year-over-year
annual revenue growth
versus a 6.7% average
decrease in revenues for
“laggard” organizations.

6. Challenges – Brand of Choice
• Want to be the
“Brand-of-Choice”
with Non-Exclusive
Channels

7. Challenges – Managing Co-Op
Funding
• Need to keep money
from being left “on
the table”

8. What’s a Smart Marketer to Do?

9. Marketing Resource Management
Systems
• Marketing Resource Management
Gartner Definition:
– Processes and capabilities designed to enhance a
company’s ability to orchestrate and optimize
internal and external marketing resources

10. MRM Enable Companies To..
Localize Marketing Messages
Ensure Brand Consistency
Engage Sales in Marketing Initiatives
Manage Channel Budgets and Demonstrate ROI

11. Localize Marketing Messages
• Create templated
marketing materials
(collateral, campaign
materials, etc)
• Empower distributed
sales channels to adapt
messaging to target
segments
• Ability to localize before
“Big Data”

12. Ensure Brand Consistency
• Customized materials can be
automatically routed to
corporate marketing for
approval
• Materials cannot be
ordered/distributed until
approved
• Also enables regulatory
compliance

13. More Relevance, More Economy,
Less Trash
• Customized, localized
materials are more
relevant than generic
• Sales empowered to
order just what they
need
• Better insights into
which materials are
most used

14. Engage Sales in Marketing
Initiatives
• Create turnkey
campaign
templates
• Sales enrolls in
campaign
• Improved
alignment
• Brand-of-choice

15. Turnkey Campaign – Insurance
Event (Full-Service)Example
Insurance Carrier creates
event invitations,
collateral and signage
Agent receives enrollment email;
enrolls in event campaign; enters
current customer and prospect
target lists; enters prospect zip
codes, customizes messaging
Insurance Carrier reviews
message customization;
lists scrubbed
Campaign executed as scheduled –
invitations distributed, event
materials shipped to agent
Customers/ prospects attend
event; agent sets
dispositions

16. Manage Channel Budgets and
Demonstrate ROI
• Automate allocation
of funds
• Track spending
• Capture campaign
dispositions
• Measure material
usage

17. A Word of Caution
• According to 2010 CMO
Council study, 46% of
CMOs say marketing is not
a priority for IT
• Key solution elements:
– Web-based
– Vendor’s ability to customize
/ integrate
– Vendor’s system
administration services

18. Summary
• Marketing Resource Management Systems enable:
– Improved productivity
– Localization
– Sales engagement and alignment
– Brand consistency and regulatory compliance
– Improved management of expenditures and
demonstration of return
• Key solution elements:
– Web-based
– Vendor’s ability to customize / integrate
– Vendor’s system administration services

19. Thank You
DocuStar
www.docustar.com
@docustar
www.linkedin.com/companies/docustar