new model to support agile marketing

1. A P R E S E N T A T I O N B Y E S O
How We Work

2. T H E E S O M I S S I O N
Make a Difference
Improve Community Health and Safety
Through the Power of Data

3. Proprietary and
Confidential
Do Not Copy or Distribute
The Benefits of Integrated Teams Delivering on Aligned
Goals via Agile Practices
• Common goals and strategies
• Improve efficiency
• Improve effectiveness
• Faster time to market
• Fewer meetings
• Empowered teams; Faster Decisions
• Incremental progress against capacity
• Test and learn
Segmen
tSME /
Marketin
g Lead
Product
Mktg
Content
Mktg
Product
Management:
Product
Digital
Mktg
Customer
Mktg SME
Sales
Event
Mktg Mktg
Ops
Customer
Success
Corp
Comms
BOLD=Priority Roles in Integrated Team

4. Proprietary and
Confidential
Do Not Copy or Distribute
Roles Within Integrated Teams Delivering via Agile
Practices
Primary Roles:
• Segment Marketing Leader + Segment SME: Co-Orchestrate integrated team
• Product Mgt:
• Product Mktg: Messaging; Competitive insights; Op Comms
• Digital Mktg: Paid/owned/earned/shared strategy & plan
• Content Mktg: Content creation and distribution strategy & plan; Story map
• Event Mktg: Events strategy & plan
• Mktg Ops: KPIs, Dashboard; Data sets
Secondary Roles:
• Customer Mktg: Voice of the customer
• Client Services: CX strategy & plan; Input to targeting, messaging, enablement
• Sales: Sales strategy & plan; Targeting, messaging, enablement
• Corp comms: Media relations plan; Internal comms plan; ESO tone
BOLD=Priority Roles in Integrated Team

5. Proprietary and
Confidential
Do Not Copy or Distribute
Marketing Roles, Responsibilities & KPIs
Role Responsibilities Business Indicators
Segment Marketing
Manager
• Orchestrates integrated team for assigned segment with product SME
• Creates integrated marketing strategy & plan: New logo, upsell/cross-sell, upgrade and
and engagement to customers and prospects
• Sets goals and metrics; Allocated budget
• Enables client facing teams
• Informs ESO stakeholders (internal comms)
• Bookings
• Engagement
• Conversions
• Testing
• Reach
• AQLs - #
• MQOs-#/%
• SQOs
• Win Rate
• Engagement Rate
Brand /Content
Marketing
• Guides look & feel; tone/voice of all marketing programs
• Owns Audience profiles and Persona framework
• Aligns (create or partner on) content strategy: story map, content creation, content
distribution in context of segment marketing strategy
• Create and/or participate in content creation and distribution
• Owns ESO thought leadership campaign with corp comms/HR
• Reach
• Engagement
• Share of Voice
• Clicks
• Downloads/Forms (AQ
• Time spent
Product Marketing • Creates GTM plan for product launch with product management
• Creates product messaging/differentiation/competitive insights
• Owns marketing strategy, executes and orchestration of product launches
• Creates and executes Operational comms strategy
• Enables client facing teams
• Produces product assets
Customer Marketing • Provides insight on voice of the customer in all marketing efforts
• Contributes to Audience profiles and Personas
• Partners with segment marketing manager to plan and execute
• Identifies trends and topics for marketing programs/events
Digital Marketing • Creates digital strategy across paid/owned/earned/shared media for audience segment
segment including digital journey in context of segment marketing strategy
• Executes digital plan and Optimizes performance
• Owns all digital channels including acquired customer websites
• Engagement
• Visitors
• Keyword performance
• Heat map performanc
Event Marketing • Creates event strategy, journey in context of segment marketing strategy • Engagement • AQLs