From random acts of marketing to Strategic Marketing Presented by: Carl Robertson, VP & Head - Global Enterprise Marketing, Tata Communications

1. Carl Robertson
21st October
FROM
RANDOM ACTS OF MARKETING
TO
STRATEGIC MARKETING

2. 2

3. 3
VISION 2025
A DREAM WITH A DEADLINE

4. TACTICAL MARKETING
• Silo organization
• No marketing champion
• Immature sales alignment
• Limited ROI metrics
• Single-touch campaigns
• Unbalanced structure &
budget
• Generalist skills
• Manual / data gaps
Tactical
Success measured by cost
30%

5. EARNING THE RIGHT TO MOVE UP THE VALUE
CHAIN
Executive endorsement – understand where you land
Link to transformation, growth & customer
Set-up listening posts
Credibility
Transparent communication
Bring pride back to marketing
Talent plan
Clear Vision
Across business stakeholders (sales, IT, products)
Within marketing – HQ / Region / Country
Alignment
Marketing audit – rigorous attention to detail
Data driven conversations
Metric based
The old things are innovative
Marketing Lab
Innovation

6. BUILDING THE FOUNDATIONS ON SOLID
BENCHMARKS
Marketing as a % of Revenue
1.3% - 2.4%
% split of total budget
(spend vs headcount)
60% I 40%
Sourced Sales
Pipeline
30%
Influenced Sales
Pipeline
70%
40%
Lead Generation
35%
Enablement
25%
Awareness
Marketing Mix

7. PERFORMANCE MARKETING
• Silo organization
• No marketing champion
• Immature sales alignment
• Limited ROI metrics
• Single-touch campaigns
• Unbalanced structure &
budget
• Generalist skills
• Manual / data gaps
Tactical
Performance
Success measured by cost
30%
• Marketing integrated
• Executive representation
• Demand funnel / lead
scoring / nurturing
• Revenue dashboard
• Multi-touch campaigns
• Content, social & mobile
• Specialist skills
• Marketing automation
• Segmentation
55%
Success measured by
revenue contribution

8. CREATING A COMMON LANGUAGE
WITH SALES
Engaged Prospect
Marketing
Qualified
(MQL)
Sales
Accepted
(SAL)
Sales
Qualified
(SQL)
Purchase
Nurturing
No lead left behind
The number of
times a customer
will “touch” a
vendor before
making a purchase
5 - 21 78%
Start buying
process with a web
search
60%
Sales cycle over
before a buyer talks
to a sale person
Buying process increasingly influenced by marketing
7
Touches to convert
a cold lead into a
sale
Demand Funnel
10% 44% 28%
“Companies that automate
their lead management
processes will increase
conversion rates by 50%”
Gartner 2013
Defined target
market list &
segmentation
strategy

9. 9

10. STRENGTHENING THE REVENUE CYCLE
Attribute Value Score
Title Director or VP +12
Industry Finance, Media, Energy +10
Purchase Authority Decision Maker +15
Company Revenue > 500 million +10
Product Using solution +15
Timeline Identified < 3 months +12
Demographic Scoring
Behavioural Scoring
Attribute Score
Visit pricing page +10
Downlaod whitepaper +12
Watch demo +10
Negative social media -4
Visit career page -2
50+ 24-50 0-25 0
1 2 3 4
50+ A
24-50 B
0-25 C
0 D
Indentifying Sales Ready Leads
Behaviour
Demographic
• 25% of leads that go to sales are not
sales ready
• 10% increase in sales quality leads will
drive a 40% increase in sales
productivity

11. DEMONSTRATING THE BUSINESS VALUE THROUGH
REVENUE METRICS
Metrics Automation
Source: Marketo

12. STRATEGIC MARKETING
• Silo organization
• No marketing champion
• Immature sales alignment
• Limited ROI metrics
• Single-touch campaigns
• Unbalanced structure &
budget
• Generalist skills
• Manual / data gaps
Tactical
Performance
Strategic
Success measured by cost
30%
• Marketing integrated
• Executive representation
• Demand funnel / lead
scoring / nurturing
• Revenue dashboard
• Multi-touch campaigns
• Content, social & mobile
• Specialist skills
• Marketing automation
• Segmentation
55%
Success measured by
revenue contribution
• Company wide integration
• Marketing technologist
• Customer journey / personas
• Balanced scorecard
• Multi-touch ROI
• Agile marketing
• Predictive analytics / big data
/ social intelligence
• Market creation
Success measured by
customer & market creation
15%

13. ANSWERING STRATEGIC QUESTIONS
THROUGH THE CUSTOMER JOURNEY
Customer
Journey
Who are my most
valuable customers/prospects?
What is their customer
Experience?
How can I make their
experience exceptional?
What touchpoints most
impact customer success?
Are we delivering the
desired experience?
Who are the different
decision makers?
What content do my
customer value
How do we differentiate
ourselves
What skills do we need
to be effective?
How to improve
productivity?

14. ALIGNING THE DEMAND FUNNEL &
CUSTOMER JOURNEY
Engaged
Prospect
Marketing
Qualified
(MQL)
Sales
Accepted
(SAL)
Sales
Qualified
(SQL)
Purchase
Awareness Interest
Learn
Evaluate
Justiy
Purchase
Customer Journey
Demand Funnel
Moment of truth
The customer journey
should also extend past
purchase to include
deliver / in-life / stay /
leave

15. MAPPING BUYER ROLES TO THE CUSTOMER
JOURNEY
Demand funnel Engaged Prospect Marketing
Qualified
Sales
Accepted
Sales
Qualified
Purchase
Customer
Journey
Awareness Interest Learn Evaluate Justify Purchase
Buyer Role
Technical Buyer
(CIO)
Economic Buyer
(FD)
Cause Buyer (IT
Mgr)
Decision Maker
(CEO)
Business
Manager
(Procurement)
Audience, Behaviours,
Needs, Questions,
Responses, Objectives,
Drivers, Barriers
eBook Webinar
Brochure
Offers
Datasheet
Case study
Welcome
Pack

16. KEY TAKEAWAYS
• Be bold & resilient & make mistakes!
• 72% of change programmes fail because of mindset &
behaviour
• How you communicate is more important then what you
communicate
Change Agent
• Can't be good at everything so focus
• We are drowning in data – what we lack is true insight
• The customer journey will drive marketing
• Look outside, there are some great resources
Beware the
Hype
• Focus on business objectives & financials
• Data driven conversations
• Reporting is less important than decisions that improve
ROI
Focus on the
Numbers

17. 17
FROM
RANDOM ACTS OF MARKETING
TO
STRATEGIC MARKETING

18. THANK YOU
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