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© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Building a MarTech Stack to Make Your Marketing Sing
Josh Hill & Kelly Jo Horton | March 26, 2019
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Who are we and why you should listen to us
2
Josh Hill
Sr. Director of Lead Lifecycle
Management
• 5x Marketo Champ &
Alum
• Wrote that Guide and
website
• Over 40 projects and
installs
• Goal: automate
marketers’ stories at
scale
Kelly Jo Horton
Sr. Engineer, Marketing
Technologies @ Docker, Inc.
• 2x Marketo Champion & Alum
• Former Marketo Principal
Consultant
• Consulted with 150+ B2B and
B2C companies
• Super Power: Ability to
combine disparate systems
into a cohesive unit that
supports the entire business.
@KellyJoHorton@jdavidhill
#AdobeSummit
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3
2011
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 4
2012
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 5
2014
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 6
2016
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 7
2018
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Shiny object syndrome and you
8
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 9
🤨😤
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Your stack is bigger than you think it is
10
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
So how do you solve this?
11
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 12
Map Out What’s Really
Happening
Find Solutions, Not
Vendors
Manage the Stack
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 13
Mapping out Your Org and Your
Stack
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 1414
What we usually see: Marketing is
the center of the MarTech universe
Marketing
Marketing Ops
Sales
IT
Sales Ops
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 1515
MarTech becomes MarTECH
IT
Sales
Marketing
Sales Ops
Marketing Ops Marketing Ops
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Understand your Lead Sources and Data Sources
16
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Considerations for Stack and Data Governance processes
17
• Alignment - RACI
• Responsible
• Accountable
• Consulted
• Informed
• Legal compliance (GDPR)
• Change Management Process
• Data Governance Process
• Procurement Process
Definition from Data Governance Institute:
“the exercise of decision making and
authority for data related matters”
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
What happens without governance?
18
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Supporting the Stack
 Technical Support
 Ticket tracking
 Documentation and training
 Office Hours
 Cross Org Alignment
 Know who your peers are
 Weekly cross functional meetings
 Tools to improve visibility
 Daily standups
 Well-Defined Processes
19
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 20
Find solutions, not vendors
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 21
Business Case: does this
solve a real problem?
ROI: Save time or Money?
Scale: 3x or 10x
something?
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Ask WHY: what is your business goal?
 Install AI Chat thing – it’s great!
 We need Vendor X because…
 We need vendor Y because I don’t want
to use spreadsheets…
 We need an automated prospecting
email tool.
 Connect LinkedIn Ads for me.
 Upload these leads I got from some
place.
 Build a nurture program for me.
22
 AI Chat will free up 2 hours per day for
20 reps to work on SQLs and generate
more qualified MQLs by 20%
 Scale events to enable additional
registrants without manual work.
 Nurturing our opted in pre-MQLs takes
about 120 days for a 3% conversion, but
90% of those go to SQL.
 User Stories: As a marketer, I want to
know how many registrants I have for
Event Z with one glance, not 3 places.
✔︎
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Gather requirements: know what the team wants and needs
23
User Stories & Use CasesStakeholder Focus Groups The 5 Whys
As a _______ I want to _______
for _______.
As an event marketer I want to
let customers sign up for 1:1
meetings at our booth that are
automatically assigned to their
Sales Rep without any manual
work so I can do other things.
1. Bring together the USERS
who will tell you use cases
(and reality of daily use)
2. Bring together their
managers who will tell you
their goals.
3. Bring the executives so you
can align on budget and
strategy
1. Use the famous 5 whys until
you truly understand the
goal of the use case.
2. Use it to challenge people to
explain why they really need
something.
They will actually go away!
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Success of every tool is your responsibility
24
Why Failures Happen Why Success Happens
• Business Process wasn’t defined first, so the
implementation becomes messy and the
vendor is blamed.
• No buy in from users or executives so no one
feels they have to use it.
• Overpromised and underdelivered in time
period.
• Onboarding and training met too much
resistance and people “blamed” the vendor
instead.
• No one to use or manage the tool
• Business process before RFP
• Ensure vendor is fully vetted.
• Ensure migration plan is very detailed and you
have the integration documentation. Drop any
vendor who can’t show this to you before the
contract.
• Consider professional services to temporarily
help.
• Vendor Name Does Not Equal Process
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
How to conduct vendor research
25
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
What an RFP sheet might look like
What we want Feature Vendor 1 Vendor 2
Save time on meeting
setup
Show rep’s calendar to the
Lead
x ✔︎
Click to Schedule Link to Rep’s calendar ✔︎ x
Show calendar in an email Show calendar in an email ✔︎ ✔︎
Low cost per Lead Per lead pricing $50/meeting $500/mo no limit
Take people out of online
chat
AI chat script
x ✔︎
Route to correct sales rep Connect to SFDC
Take down info to send to
rep
✔︎ x
Knows Lead Reps SFDC API or Package ✔︎ ✔︎
Push data to Marketo for
deduping
REST API
✔︎ ✔︎
26
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
How to handle the conversation with salespeople
27
Control the Conversation Process
• Control the conversation. This is about your
needs, not their quota
• Set expectations with your internal process,
theirs, who needs to be involved to close.
• Be careful of disappointment on either side.
• Ask about their roadmap. Can this vendor grow
with you?
• Find references yourself.
• Your growth in use of tool vs. their packages.
• Favor responsiveness vs. Features or Price
• Avoid pressure from other team members Sales
found around you.
• Decide when/whom to bring to first line demos.
• Don’t promise a close in 30 days if you aren’t the
contract signer.
• Hold vendor accountable for clear explanation of all
features. Don’t let them fudge it or say “we’re
working on it for Q3” when you really want a
feature now.
• Pricing Model up front. Sales never likes to discuss
this until the “Value” is clear.
• You decide when to bring them in for the Big Demo
to Executives.
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Be a bureaucrat: Work your internal process
28
Business Case
• Use Cases
• Requirements
• Initial ROI
• Ownership
• RACI
RFP
• Requirements vs. Reality
• Vendor vetting
• Sales process
• Review against existing stack
• Initial Migration Plan
• Agreement with stakeholders
Buy In
• Signing authority
• Executive Deck
• Security Review
• Legal Review
• Negotiate
• Procurement review
• Final internal agreement
• Signing
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
How to negotiate deals with martech vendors
29
Trial or Proof of Concept Budget vs. Pricing Model Leverage Points
• Understand Your ROI
• Understand how their pricing
model affects you over time.
• Leverage on Sales:
• Timing
• Multi year deals
• Renewals
• Leverage on You
• Don’t cancel existing
contracts before you sign!
• Line up cancellations against
migration plan
• Incremental/EOY budget
• Lock in Potential
• Great with Startups
• Great when migration stakes are
large.
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 30
Add, Subtract, Expand
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
research and
recommend new tools
operate as an admin train and support
marketing on use
integrate tech with
each other
perform tech reviews identify and sunset
unused/outdated tools
perform data privacy
reviews
perform security
reviews.
What are the job responsibilities of marketing technology
teams?
31
Source: n=371; Chiefmartec.com March 9, 2019
What we say we do the most What we say we do the least
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 32
Why does this tool exist? Who uses it? What is its value?
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
How to add new tools
33
Integration Plan
• Integration Points
• How it integrates (API,
native, etc)
• Data it writes/reads
• Workflow of data.
• Steps planned out
• Specifications doc
• Switchover
Testing
• When possible, test.
• Initial connections
• Watch data carefully
• Backup of data
Go live
• Team training
• Full data live
• When to switch off old tools
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Adoption: more users means more success (or lock in)
34
Roll Out Plan
• Which teams need this or can
use it first?
• Who should be next?
• Identify power users and early
adopters by Team
• Be slow
• Governance
• Owner of Tool
Training
• Power Users
• Weaker Users
• Find and handle Resistors
• Learn from training to iterate
Iteration
• Iterate process based on
training feedback.
• Onboarding of new staff.
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
When to upgrade or switch vendors
35
Timing and Use
• Why do we need to
upgrade or use this
feature?
• Are we growing out of
this tool or level?
• Is anyone using this?
RFP Cycle
• Do we need to change
our process?
• Start the RFP Cycle.
Implement/Deprecate
• POC
• Testing
• Launch
• Sunset
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Deprecation: how to remove tools
36
Pruning Process
•Duplication of features
•Vendor death
•Automated a process
•No one uses or cares
•Budget changes
Integration Points
•Which other systems
does this connect to?
•Which data does this
manage?
•What might break if we
turn it off?
•Who owns this tool?
Process Issues
•What’s the contract?
•What process does this
affect?
•RACI
•Specifications for
removal
Deprecation Day
•Do this earlier in the week
so people can pitch in to
fix issues
•Pick a slow week or day
•Have a training/roll out
plan
•Back up data
•Redirect pages, etc
•Monitor for several days
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 37
Map Out What’s Really
Happening
Find Solutions, Not
Vendors
Manage the Stack
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 38
Business Case: does this
solve a real problem?
ROI: Save time or Money?
Scale: 3x or 10x
something?
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
ADOBE SUMMIT | MARCH 26–28 LAS VEGAS

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Building a Martech Stack to Make Your Marketing Sing

  • 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Building a MarTech Stack to Make Your Marketing Sing Josh Hill & Kelly Jo Horton | March 26, 2019
  • 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Who are we and why you should listen to us 2 Josh Hill Sr. Director of Lead Lifecycle Management • 5x Marketo Champ & Alum • Wrote that Guide and website • Over 40 projects and installs • Goal: automate marketers’ stories at scale Kelly Jo Horton Sr. Engineer, Marketing Technologies @ Docker, Inc. • 2x Marketo Champion & Alum • Former Marketo Principal Consultant • Consulted with 150+ B2B and B2C companies • Super Power: Ability to combine disparate systems into a cohesive unit that supports the entire business. @KellyJoHorton@jdavidhill #AdobeSummit
  • 3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 3 2011
  • 4. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 4 2012
  • 5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 5 2014
  • 6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 6 2016
  • 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 7 2018
  • 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Shiny object syndrome and you 8
  • 9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 9 🤨😤
  • 10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Your stack is bigger than you think it is 10
  • 11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. So how do you solve this? 11
  • 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 12 Map Out What’s Really Happening Find Solutions, Not Vendors Manage the Stack
  • 13. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 13 Mapping out Your Org and Your Stack
  • 14. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 1414 What we usually see: Marketing is the center of the MarTech universe Marketing Marketing Ops Sales IT Sales Ops
  • 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 1515 MarTech becomes MarTECH IT Sales Marketing Sales Ops Marketing Ops Marketing Ops
  • 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Understand your Lead Sources and Data Sources 16
  • 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Considerations for Stack and Data Governance processes 17 • Alignment - RACI • Responsible • Accountable • Consulted • Informed • Legal compliance (GDPR) • Change Management Process • Data Governance Process • Procurement Process Definition from Data Governance Institute: “the exercise of decision making and authority for data related matters”
  • 18. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What happens without governance? 18
  • 19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Supporting the Stack  Technical Support  Ticket tracking  Documentation and training  Office Hours  Cross Org Alignment  Know who your peers are  Weekly cross functional meetings  Tools to improve visibility  Daily standups  Well-Defined Processes 19
  • 20. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 20 Find solutions, not vendors
  • 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 21 Business Case: does this solve a real problem? ROI: Save time or Money? Scale: 3x or 10x something?
  • 22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Ask WHY: what is your business goal?  Install AI Chat thing – it’s great!  We need Vendor X because…  We need vendor Y because I don’t want to use spreadsheets…  We need an automated prospecting email tool.  Connect LinkedIn Ads for me.  Upload these leads I got from some place.  Build a nurture program for me. 22  AI Chat will free up 2 hours per day for 20 reps to work on SQLs and generate more qualified MQLs by 20%  Scale events to enable additional registrants without manual work.  Nurturing our opted in pre-MQLs takes about 120 days for a 3% conversion, but 90% of those go to SQL.  User Stories: As a marketer, I want to know how many registrants I have for Event Z with one glance, not 3 places. ✔︎
  • 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Gather requirements: know what the team wants and needs 23 User Stories & Use CasesStakeholder Focus Groups The 5 Whys As a _______ I want to _______ for _______. As an event marketer I want to let customers sign up for 1:1 meetings at our booth that are automatically assigned to their Sales Rep without any manual work so I can do other things. 1. Bring together the USERS who will tell you use cases (and reality of daily use) 2. Bring together their managers who will tell you their goals. 3. Bring the executives so you can align on budget and strategy 1. Use the famous 5 whys until you truly understand the goal of the use case. 2. Use it to challenge people to explain why they really need something. They will actually go away!
  • 24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Success of every tool is your responsibility 24 Why Failures Happen Why Success Happens • Business Process wasn’t defined first, so the implementation becomes messy and the vendor is blamed. • No buy in from users or executives so no one feels they have to use it. • Overpromised and underdelivered in time period. • Onboarding and training met too much resistance and people “blamed” the vendor instead. • No one to use or manage the tool • Business process before RFP • Ensure vendor is fully vetted. • Ensure migration plan is very detailed and you have the integration documentation. Drop any vendor who can’t show this to you before the contract. • Consider professional services to temporarily help. • Vendor Name Does Not Equal Process
  • 25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. How to conduct vendor research 25
  • 26. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What an RFP sheet might look like What we want Feature Vendor 1 Vendor 2 Save time on meeting setup Show rep’s calendar to the Lead x ✔︎ Click to Schedule Link to Rep’s calendar ✔︎ x Show calendar in an email Show calendar in an email ✔︎ ✔︎ Low cost per Lead Per lead pricing $50/meeting $500/mo no limit Take people out of online chat AI chat script x ✔︎ Route to correct sales rep Connect to SFDC Take down info to send to rep ✔︎ x Knows Lead Reps SFDC API or Package ✔︎ ✔︎ Push data to Marketo for deduping REST API ✔︎ ✔︎ 26
  • 27. © 2019 Adobe. All Rights Reserved. Adobe Confidential. How to handle the conversation with salespeople 27 Control the Conversation Process • Control the conversation. This is about your needs, not their quota • Set expectations with your internal process, theirs, who needs to be involved to close. • Be careful of disappointment on either side. • Ask about their roadmap. Can this vendor grow with you? • Find references yourself. • Your growth in use of tool vs. their packages. • Favor responsiveness vs. Features or Price • Avoid pressure from other team members Sales found around you. • Decide when/whom to bring to first line demos. • Don’t promise a close in 30 days if you aren’t the contract signer. • Hold vendor accountable for clear explanation of all features. Don’t let them fudge it or say “we’re working on it for Q3” when you really want a feature now. • Pricing Model up front. Sales never likes to discuss this until the “Value” is clear. • You decide when to bring them in for the Big Demo to Executives.
  • 28. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Be a bureaucrat: Work your internal process 28 Business Case • Use Cases • Requirements • Initial ROI • Ownership • RACI RFP • Requirements vs. Reality • Vendor vetting • Sales process • Review against existing stack • Initial Migration Plan • Agreement with stakeholders Buy In • Signing authority • Executive Deck • Security Review • Legal Review • Negotiate • Procurement review • Final internal agreement • Signing
  • 29. © 2019 Adobe. All Rights Reserved. Adobe Confidential. How to negotiate deals with martech vendors 29 Trial or Proof of Concept Budget vs. Pricing Model Leverage Points • Understand Your ROI • Understand how their pricing model affects you over time. • Leverage on Sales: • Timing • Multi year deals • Renewals • Leverage on You • Don’t cancel existing contracts before you sign! • Line up cancellations against migration plan • Incremental/EOY budget • Lock in Potential • Great with Startups • Great when migration stakes are large.
  • 30. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 30 Add, Subtract, Expand
  • 31. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% research and recommend new tools operate as an admin train and support marketing on use integrate tech with each other perform tech reviews identify and sunset unused/outdated tools perform data privacy reviews perform security reviews. What are the job responsibilities of marketing technology teams? 31 Source: n=371; Chiefmartec.com March 9, 2019 What we say we do the most What we say we do the least
  • 32. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 32 Why does this tool exist? Who uses it? What is its value?
  • 33. © 2019 Adobe. All Rights Reserved. Adobe Confidential. How to add new tools 33 Integration Plan • Integration Points • How it integrates (API, native, etc) • Data it writes/reads • Workflow of data. • Steps planned out • Specifications doc • Switchover Testing • When possible, test. • Initial connections • Watch data carefully • Backup of data Go live • Team training • Full data live • When to switch off old tools
  • 34. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Adoption: more users means more success (or lock in) 34 Roll Out Plan • Which teams need this or can use it first? • Who should be next? • Identify power users and early adopters by Team • Be slow • Governance • Owner of Tool Training • Power Users • Weaker Users • Find and handle Resistors • Learn from training to iterate Iteration • Iterate process based on training feedback. • Onboarding of new staff.
  • 35. © 2019 Adobe. All Rights Reserved. Adobe Confidential. When to upgrade or switch vendors 35 Timing and Use • Why do we need to upgrade or use this feature? • Are we growing out of this tool or level? • Is anyone using this? RFP Cycle • Do we need to change our process? • Start the RFP Cycle. Implement/Deprecate • POC • Testing • Launch • Sunset
  • 36. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Deprecation: how to remove tools 36 Pruning Process •Duplication of features •Vendor death •Automated a process •No one uses or cares •Budget changes Integration Points •Which other systems does this connect to? •Which data does this manage? •What might break if we turn it off? •Who owns this tool? Process Issues •What’s the contract? •What process does this affect? •RACI •Specifications for removal Deprecation Day •Do this earlier in the week so people can pitch in to fix issues •Pick a slow week or day •Have a training/roll out plan •Back up data •Redirect pages, etc •Monitor for several days
  • 37. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 37 Map Out What’s Really Happening Find Solutions, Not Vendors Manage the Stack
  • 38. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 38 Business Case: does this solve a real problem? ROI: Save time or Money? Scale: 3x or 10x something?
  • 39. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ADOBE SUMMIT | MARCH 26–28 LAS VEGAS