From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Marketo

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From 10 to 100 million – How you Scale your Marketing Smarter
Segolene Finet | CMO, Talentsoft | @SegoleneFinet

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Talentsoft context
100% SaaS player: need to acquire market
share fast
Sales-driven organisation
Marketing drives majority of the sales
pipeline
Highly competitive market with LARGE
competitors
#AdobeSummit @SegoleneFinet
7.8
14.4
21.5
27.3
37.1
51.5
65.5
83.5
108.2
0
20
40
60
80
100
120
FY 12 FY 13 FY 13 FY 15 FY 16 FY 17 FY 18 FY 19 FY 20
Invoicing in € millions

Growing marketing at Talentsoft – a few key stats
2018
Budget €4,000K
Team 30 + CMO
Qualified leads delivered to business 6,000 CRLs
% of pipeline delivered by marketing (in value) 61%
% of bookings coming from marketing leads 47%
Opps value for 1 euro of lead gen spend 15 euros

Growth isn’t linear, and isn’t a nice series of steps either
How it really feltWhat the slides will show
TRADITIONAL
MARKETING
DEMAND
GENERATION
INTEGRATED
PIPELINE
REVENUE
MANAGEMENT

Growing your marketing team

Growing your team - Phase 0 – MARKETING NEEDED
 Scope: one main market
 One or two brave souls start the
marketing function
What’s good about this period:
- It’s a bit like “playing house”
- You can experiment a lot
What’s difficult about this period:
- Feeling of constant firefighting
- Not easy to measure success
- No specialisation of team
What I recommend:
- Hire good trainees early
- Hire a CMO early

Growing your team - Phase 1 – MULTIPLE HATS
 Scope: one main market, and some emerging
markets
 5 marketers + CMO
 A few brave marketing professionals try to
deliver a bit of every marketing function
- Everyone is a generalist so they learn a ton
- Everyone is very flexible: you can move projects
around
- High risk of burnouts
- Hard to focus and deliver on with consistency
- People can’t imagine their future clearly
- You can only afford junior people
What I recommend:
- Clarify ASAP what’s Demand Gen versus what’s
Branding and get people to focus

Growing your team - Phase 2 – SPECIALISATION
 Scope: 5 countries
 10 marketers + CMO
 First major capital increase
 Field marketing function emerges
 Clarification of lead gen / branding
 Deployment of marketing automation
- People are happier as they specialise in their
strength
- Marketing becomes more professional
- Higher productivity
- Risk of burnout for the CMO (too many direct
reports and operational responsibilities)
- Deployment of marketing automation tools
drains time and resources before paying off
- Old timers have trouble with reduced scope
What I recommend:
- Don’t wait to bring seniority in

Growing your team - Phase 3 – GLOBALISATION
 Scope: 15 countries
 17 marketers + 3 managers + CMO
 2nd major capital increase
 Central and field marketing functions get defined
 Branding in international markets
 Content marketing strategy
 Corporate marketing automation expertise center
 France is just “a market” and doesn’t take over
corporate resources
- CMO can now breathe because
added layer of managers
- Org is very scalable – easy to add
countries
- Internal mobility is possible
- Harder to obtain team cohesion &
alignment
- Market has very different maturity
levels → tensions
What I recommend
- Put effective reporting in place ASAP
- Structure internal communication
- Harmonise processes ASAP

Growing your team - Phase 4 – NEW AMBITIONS
 Scope: 15+ countries
 26 marketers + 3 managers + CMO
 Focus on customer engagement
 Focus on building European brand
 Focus on ROI, metrics, overall efficiency
 More sophisticated use of Marketing
Automation: ABM, dynamic content, etc.
- Everyone can grow their skills
- Brand equity = easier to recruit
- Need to fight marketing silos
- Need to redefine FMM roles vs central
ones
- CMO has to let go and manage differently
What I recommend:
- Get tools to help with marketing planning,
budgeting, ROI analysis, etc. It’s a big
machine now.
- Structure team vision, mission, values, etc.

Growing your technology stack

Growing the Technology Stack
TRADITIONAL
MARKETING
DEMAND
GENERATION
INTEGRATED
PIPELINE
REVENUE
MANAGEMENT
Emailing software
salesforce
All data in Marketo
Optimise entire funnel
scoring nurturing
campaigns
100+ landing pages
lead-gen optimised
corporate website
Salesforce
Go to Webinar
ABM pilots
A/B testing on website
Content marketing
700+ landing pages
at Internet
Salesforce community
for customer engagement
ON 24
ABM for all countries
Focus on speeding up
sales cycle & BOFU
content
Leverage Marketo
for cross-sell
Campaign-level ROI
analysis
Planning & Calendar
DAM deployment

Lessons learned
LEAD GEN IS A TECHNOLOGY BATTLE ▶ invest in your technology stack early on
MARKETING AUTOMATION IS A MINDSET ▶ hard to know who has it and who doesn’t
GROWING SKILLS IN-HOUSE IS NO GUARANTEE OF KEEPING COMPETENCIES ▶ have a mixed model
with expertise both in-house and external
NEVER ASK YOUR IT TEAM TO CHOOSE BETWEEN SUPPORTING YOU OR SUPPORTING CLIENTS ▶
keep control of budget and tool
DON’T UNDERESTIMATE THE COST OF INTERFACES ▶ buy as much tech as you can from a single
vendor
YOU ARE IN IT FOR THE LONG HAUL ▶ pick vendors who can challenge your team & processes for a
long time
THIS IS NOT AN EXACT SCIENCE ▶ accept that sometimes you will have to undo what you have built

Growing Marketing Missions

And first came demand gen
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Phase 1 Phase 2 Phase 3
Demand Generation Brand Awareness Customer Engagement

Demand gen efficiency for international expansion
Set up marketing
automation tool as
early as you can
1
Obsess about
alignment with Biz
Dev & Sales
2
Centralise outside
agencies for
economies of
scale
(SEO/SEA for example)
3
Assess when you
need to reinforce
lead gen efficiency
with branding
4

Brand Awareness on a budget
 Leverage digital tools to look bigger than
you are
 Segment your audience precisely
 Be ruthless about evaluating new events or
programs
 Create thought leadership (starting small is
OK)
 Invest in AR instead of PR

Customer Engagement – How Marketing brings it all Together
ONBOARDING ENGAGEMENT ADVOCACY EXPANSION
Go live
Award
Project
question
Engagement
Phase
Enablement
Survey
Business
Review
Anniversary
Wishes
Thank you
Card
Welcome
Emails
Welcome
Kit
Onboarding
Video
Project
Kick Off
Call Run
Ticketing
Access
Access
TS Community
Reward
Program
Cross-SellNPS
Sales & Project Customer Care, Premium, CSM, Account Manager & Marketing

Customer engagement – online and offline
Club TS brings 600+ customers and key
stakeholders together every year
Talentsoft Community brings together 2000 customers every week

Lessons learned
TO IMPACT CUSTOMER ENGAGEMENT, MARKETING HAS TO DEEP DIVE INTO
PROCESSES OUTSIDE OF MARKETING ▶ no more comfort zone
IMPACTING CUSTOMER ENGAGEMENT MEANS BREAKING ORGANISATIONAL SILOS ▶
it takes change management skills & advocacy
CUSTOMER ENGAGEMENT (LIKE LEAD GEN!) IS A TECHNOLOGY BATTLE ▶
First questions to ask: where is customer data? What quality is it? And does it provide a 360
view of the customer?
CUSTOMER ENGAGEMENT PROGRAMS REQUIRE INTERNAL TRUST ▶ Marketing impact
is harder to measure, success is 100% collective

Plan for non-linear growth of
your team
Build a strong base for your
marketing tech stack
Revisit marketing mission at
each major growth phase

Submit your questions using the Summit App
Your question, or one similar, may already be in the queue
#AdobeSummit @twitterhandle
Segolene Finet
Twitter: @SegoleneFinet
LinkedIn: segolene-finet-789684/

B2B9
Marketo
Marketo Engage
Tips & Tricks
B2B10
Ascentials
Marketo Engage
Tips & Tricks
14:00 - 14:45 15:00 - 15:45
Next Sessions Thursday, 16 May 2019

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From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Marketo

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From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Marketo