The 7 Best Practices for an Enterprise Deployment of Marketing Automation

1. © 2016 CallidusCloud – Proprietary & Confidential
Deploy, Define, and Rollout:
Implementing Marketing Automation in a Large Enterprise
Presented by: Charles Moore

2. © 2016 CallidusCloud – Proprietary & Confidential
Safe Harbor
This presentation may contain forward-looking statements that involve risks,
uncertainties, and assumptions. If any such risks or uncertainties materialize or if
any of the assumptions prove incorrect, the results of CallidusCloud could differ
materially from the results expressed or implied by the forward-looking
statements made. All statements other than statements of historical fact could be
deemed forward-looking statements, including any projections of product or
service availability; any statements concerning new, planned, or upgraded
services or developments.

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Overview
Presenter:
• Charles Moore – SME, Marketing Automation EMEA
Agenda:
• Introduction & Product Overview
• 7 Best Practices
• Rollout, Training and Support
• Wrap up
• Q & A

4. Introduction & Product Overview
A bio and brief introduction to our product

5. Professional Experience
With 15+ years experience in the sector …
I am passionate about improving marketing
performance for innovative, high growth
businesses. I help ambitious business
leaders to identify, evaluate and implement
modern marketing systems to increase
sales, save time and make money.
Speaker Headshot
Charles Moore
SME, Marketing Automation EMEA

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So why invest in Marketing Automation?
Quite simply…
To be able to measure your contribution to the
organisation, so you can know where to invest to
get the best ROI, in order to scale effectively.
Benefits of adoption:
• Generate 50% more SQLs* at 33% lower cost Forrester Research
• Increase click through rate by 14% The Aberdeen Group
• Increase conversion rate by over 10% & sales by 5-10%
• Increase sales productivity by 14.5% Forrester Wave 2014
• Reduce marketing overhead by 12% Forrester Wave 2014
* Sales Qualified Leads

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Marketing Automation – The Beginning of the Lead to Money Journey
Single
vendor
Integrated
solution
Breadth and
depth of functionality



Generate more leads…

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• Segment your lists and personalize people’s experience
• Engage in lead generation, lead nurturing and scoring
• Engage in relationship marketing, cross-selling & up-selling of customers
• Peform Closed loop reporting & the measurement of MROI
• In order to increase your sales and your client retention
Technology that enables marketing best practices…

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Not just for Marketing … a Platform for the entire Organisation
Marketing Teams Sales Teams Resellers
• Engage in Inbound
Marketing to draw people to
your content
• Engage in Outbound
Marketing activities with
segmented lists and
personalized campaigns
• Engage in lead nurturing to
grow interest in your
products & grow your
marketing lists
• Identify the anonymous 98% of
website visitors
• Record the activity of these visitors
before they identify themselves, then
score & nurture them when they fill a
form
• Use social media tool to listen for &
engage in conversations that can lead
to opportunities, as well as sharing
content to create dialog & generate
prospects
• Ability to share emails, landing
pages & workflow with resellers
• Resellers edit & personalize
materials with their branding
and contact details
• Resellers then use the system
to upload and distribute emails
to their lists

10. Best Practice
For Enterprise Deployments

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In order for a project to succeed it requires sponsorship from as high up as possible:
* A HBR report states lack of user acceptance due to inadequate Executive Sponsorship is the leading cause of implementation failures
Getting Buy in is Critical to Success
Executive*
To show the
business that the
organization is
committed
Business
To drive the
changes through
all areas of the
business
I.T.
To ensure the
solution is
integrated into the
existing landscape

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Setting Expectations Up, Down & Across the Organisation
Its important to set expectations early:
• An investment in marketing automation will modernize the
entire Sales and Marketing organisation
• It requires an organisation to rethink, re-organise and re-
invest in what it does currently
• It’s a significant upfront investment, that will pay dividends
over time when done right
Settings expectations is important to manage the project and
keep everyone involved motivated towards a successful
implementation

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Clearly Defining & Articulating a Plan of Action
Here are some essential items for a large project to be successful:
• A clearly defined plan – that every agrees on & works towards
• Agreed timelines – that are realistic and achievable
• Milestones & KPI – to track progress and steps along the way
• Agile execution – to benefit from frequent feedback and updates
The plan will need regular updating as new information becomes available
from the actions taken
Initiate Plan Execute Update Exit

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Building Sales and Marketing Alignment
If Sales are not involved from the beginning, get them onboard with the project ASAP!
In order for the project to be successful
• Sales & Marketing need to be aligned & on the same team
• So that it’s understood this is a significant upfront investment
• It’s not just a new solution, it’s a new way of working

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Examining Current Processes to Create Future Ones
To effectively implement marketing automation it is important to
understand what, and how current processes are done today
So that the future ones can be examined, optimized and then
automated with the effective use of the M.A. technology
Its all about how people & their process use the data & the technology
Process
Platform Data
People
Things to include in the analysis:
• People – to find out what they do currently
• Process – to find out how they do what they do
• Platforms – look at all the systems being used
• Data – to examine all the data that is used or that will need to be used

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Agreeing Project Reporting Requirements
A crucial and often overlooked aspect projects is the reporting
requirements. Effective reporting is required to know what’s
working and what's not. So companies can know where to
invest their marketing spend for the biggest return.
Discuss the importance of reporting to the overall project
• Decide upon what the measures of success will be
• Update processes to capture all the data necessary
• In order to report on what its important to the business
* Please also see the slide on Sales and Marketing alignment

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Starting the Data Collection Early on in the Project
It is important not to underestimate how long it takes to prepare
the data for the project
Depending on the size of the organization and the number of
departments involved this can easily take many months to get
in place.
Some of the considerations involved in the data preparation:
• Making sure to collect the data from all the disparate sources
• Agreeing on the field names, field types, values & sort orders
• Collating the data, deduping it & deciding whose data is the master
• Formatting all the records to be consistency
• Checking emails are valid before use
• Enhancing high value data sets

18. Rollout, Training & Support
To ensure the maximum adoption and quickest time to ROI

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Decide upon on the Rollout Method for Implementation
A Phased Approach
Distributed teams
Requires more resources
Create local specialists
Allows for learning
Increases flexibility
Can respond in local time
A Big Bang Approach
Centralized team
Requires less resources
Builds skills faster
Easier to manage
More overall control
A company will need to decide whether it will rollout the new solution all at once,
or one team at a time…
Big Bang Phased

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Considerations for Keeping a Project on Track
Be Agile
Regular meetings &
updates ensure the
project stays on track
Change Management
Large projects will
require a lot of change
management
Re-Iterate the Vision Regularly
During rollout is it important to keep everyone focused
and motivated on achieving a successful
implemmentation

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Implementing Process Management to Ensure Success
Strict Governance is required to keep projects under control
Large projects require clearly defined processes, roles and
responsibilities to remain effective and to stop them getting out
of control.
Example processes include:
• Adherence to corporate branding guidelines in all communications
• The setting up users, with access to the correct functions and datasets
• Naming conventions so people can know what things are
• The filing of all work in agreed folders to ensure it can easily be found
• Fields get added with consistent values and sorting orders

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The Importance of Effective Training to getting Started
Effective training is critical for a project to be successful
Along with project buy in … training ensures maximum adoption
of the new technology. This leads to the largest number of
people using the system effectively & the quickest time to ROI
Training methods:
• Pre-launch - online learning with videos, slide decks & manuals
• At Go-Live - in person in context training using work scenarios
• Post-launch - regular webinars to build skills and re-iterate learnings
• On-Going – build a library of short how to videos

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The Importance of Support to Remaining Successful
And Customer Support is critical to keeping it successful
A successful implementation is the very beginning of the
journey. To get the most from an implementation and all that it
has to offer is typically a multi-year process. With Customer
Support on the front line solving issues as they occur…
Effective Support Includes:
• A central location to access all support services http://community.calliduscloud.com
• The ability to easily submit Customer support tickets
• An Knowledge Base with regular updates through time
• An Online Community of users containing Q&A and best practices

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How the Calliduscloud Solution helps you to Succeed
Message 1 Message 2 Message 3
Align
Align your marketing
and sales to your
prospects and
customers
Automate
Automate your
marketing processes,
centralize your
marketing interactions, &
integrate with your CRM
Accelerate
Accelerate the sales
cycle of the reps with
our unique integrated
sales tools which offer
real-time alerts
Calliduscloud Marketing helps you align sales and marketing, automate key
marketing processes, and accelerate sales!
To generate more leads, for more deals and close them in less time

25. Wrapping up
Next steps…

26. © 2016 CallidusCloud – Proprietary & Confidential
Where to find more information:
Please find below a selection of additional resources:
• Free Trial: Visit the website and fill in the form here
• Features: http://www.calliduscloud.com/marketing-solution/
• Support Portal: http://community.calliduscloud.com
• Webinars: http://www.leadformix.com/support/?lf_support_category=training-webinars
• Release Notes: http://www.leadformix.com/support/?post_type=lf_release_notes
• YouTube: Engage your prospects for greater ROI with CallidusCloud Marketing
• Microsite: CallidusCloud Marketing

27. © 2016 CallidusCloud – Proprietary & Confidential
Contact Information
If you have questions or require any further information,
please contact:
Charles Moore - SME, Marketing Automation EMEA
• cmoore@calliduscloud.com
• +44 795-650-5100 (mobile)
Your Customer Success Manager
CallidusCloud Support
• Log support tickets via community.calliduscloud.com
• +1 877-878-3300 then #3

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Q&A
Any questions?

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