The document discusses Wiley's digital transformation to turn its marketing organization into a revenue center. It outlines Wiley's establishment of a Marketing Revenue Center (MRC) to empower marketers through strategic resources and expertise, including: internal digital training certifications in areas like social media, analytics, and SEO; global platforms, tools and services; and a Customer Engagement Framework involving customer personas, journey maps, and voice of customer measures. The MRC also provides dashboards to measure success and prove ROI with data.

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Wiley’s Digital Transformation
Clay Stobaugh
EVP, Chief Marketing Officer
Twitter: @ClayStobaugh
LinkedIn: https://www.linkedin.com/in/claystobaugh
Turn Marketing from Cost to Revenue Center

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About Wiley
• Founded 1807
• Global Provider of content and content enabled services that improve
outcomes in the areas of research, professional practice and education
• 2015 Revenue of $1.88 billion
• Digital Products and Services 60% of Revenues
• Approximately 50% of Revenue is outside of US
• More than 5,000 employees in over 50 countries

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Key Learning:
Turn Marketing from Cost to Revenue Center
1. Digital transformation to modern marketers
2. Digital center of excellence
3. Internal digital training certifications
4. Global platforms tools and services
5. Customer Engagement Framework
6. Dashboards for success metrics

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Digital Transformation to Modern Marketers
Mindset Tool Set Skill Set

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Digital Center of Excellence
The Marketing
Revenue Center
(MRC)
empowers
colleagues to…
Become Modern
Marketers
Perform Industry
Awarded Best Practices
Achieve Advanced
Capabilities
Deliver Customer Engagement Framework
Better Serve Customers
& Grow Our Business

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…Through MRC
Strategic Resources
and Expertise
Business Connected
Certification
Global Platform Tools
And Services
Customer
Engagement
Framework
Digital Center of Excellence

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Wiley: MRC Digital Training Certifications
Social Marketing
79%
Digital Analytics
76%
SEO
56%

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Salesforce Management Marketing Automation Social
Marketing
SEO & Digital Analytics Customer
Experience
Digital
Commerce
Customer
Community
Marketing Content
Management
Global
Conferences
Wiley: MRC Global Platforms Tools & Services

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Build Journey Maps
for each Customer
Persona
Customer
Segmentation
Create Customer
Personas
Create Marketing
Content
Track Customer
Lead Volume, Velocity and
Pipeline Conversions
Measure the Voice of
the Customer
Customer Engagement
Planning
Wiley Customer Engagement
Framework

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Measure Success: Wiley Dashboards

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Measure Success: Proving ROI With Data Cube

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Turn Marketing from Cost to Revenue Center
1. Modern marketer: mindset, tool set, skill set
2. Digital Center of excellence
3. Training certifications
4. Platforms tools and services
5. Customer Engagement Framework
6. Measure success