The document provides an update on a marketing automation project for North America. It outlines the roles and responsibilities of various teams involved in the project including executive sponsors, marketing leads, digital marketing leads, and sales operations leads. It also describes the goals of implementing a closed-loop process to convert more leads into customers. Finally, it lists various CRM solutions, tools, and resources that will be used to support the marketing automation environment and closed-loop process.

1. Marketing Automation Project Update
North America Marketing & Communications Team

2. In collaboration with 2
Marketing Automation Team Roles and Responsibilities (AM)
Role Responsibilities Owner
Executive
Sponsor
Based on priorities within the business, provides guidance to the team, around target audience,
content synthesis, and program timelines
John Manos,
Joe Golden,
Randy
Cozzens
Marketing SPOC Responsible for Campaign planning, Content Creation, BU/Sales alignment
Serves as the single point of contact for the BU
Responsible for the Closed Loop Process (CLP) between Marketing and Sales as it relates to Sales
Accepted Leads (SAL)
Rick Vargas
CRM/Marketing
Automation
Program Lead
Oversees SPADE Marketing, SFDC, Marketo, and the Data Warehouse
Sets scope, strategy and direction of our marketing automation environment based on input from
internal stake holders
Responsible for the Closed Loop Process (CLP) between Marketing and Sales as it relates to Sales
Accepted Leads (SAL)
Rick Vargas
Digital
Marketing/Marke
ting Automation
Lead
Develops Digital Marketing Programs
Sets scope, strategy and direction of our marketing automation environment based on input from
internal stake holders
Dan Stevens
Sales Operations Oversees SPADE Sales
Responsible for the Closed Loop Process (CLP) between Marketing and Sales as it relates to Sales
Accepted Leads (SAL)
Aligns with
Cheryl
Fritsch-
Middleton,
Jana Wilson
SPADE
Marketing
Support
Ensures Sales Accepted Leads (SAL) are entered to SPADE
MCOS

3. In collaboration with 3
Our Fully Integrated Marketing Automation Environment enhances how we go
to market and improves the quality of the leads we generate for sales
Data & Business
Intelligence
Sales Force Automation
Marketing Automation
Contact
s
Engaged
Formalizing
Agreement
MQL
SQL
Opportunity
Proposing
Finalizin
g
Solution
Winning
Strateg
y
Marketing
Led
Sales
Led

4. In collaboration with 4
How will this help expand our footprint with existing and
new accounts?
Finance
Subsidiary
IT Procure
Subsidiary
Parent
Finance IT Procure
We may have booked business within the IT department of
an account, but we don’t have solid relationships in finance or
procurement.
Competitive intelligence has not been
centrally organized which in turn limits our
ability to react to conditions happening
across the family tree of our accounts
In this example, a competitor just won
business at a family member of one of our
accounts
We’ve struggled in the past to accelerate and
expand relationships across the family trees of our
accounts
In this example, we booked a project with a
subsidiary whose parent we should pursue for
Applications Outsourcing
List churn is a big challenge and can have an
adverse effect on sales and marketing
efficiencies. The average rate of annual churn
hovers around 20 to 30 percent for most
companies.
Challenge:

5. In collaboration with 5
How will this help expand our footprint with existing and
new accounts?
Subsidiary
Finance IT Procure
Parent
Subsidiary
Finance IT ProcureFoster better collaboration
among internal teams to help
close the loop between sales
and marketing
Extend our outreach capabilities
and reach into our target audience
to help improve client intimacy
Increase pipeline and bookings within our
top priority accounts by leveraging
intelligence across the entire corporate
family tree
Solution:

6. In collaboration with 6
Our Goal: Convert More Leads Into Customers
We will accomplish this using a closed-loop process by:
1. Executing sector-based marketing programs
2. Targeting the right contacts, with the right content at the right time
3. Enhancing our processes with proven lead scoring, lead nurturing and lead
monitoring techniques
Prior Sales FocusThe B2B Lead
Development gap
Issue 1: Marketing handed off
leads too early. Unqualified leads
wasted sales’ time.
Issue 3: Sales cherry picked leads, letting
longer-time-frame leads leak out.
Issue 2: Marketing spent
more to recapture lost leads.
KNOWN
Our Closed-Loop Process will Close
the Gap in The Middle of the Funnel
ENGAGED MQL
MQL: Marketing Qualified Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead
SAL SQL OPPORTUNITY (3-7) WON
1
3
2
1
2
3
Prior Marketing Focus
House Database
3rd Party Sources
Website Visitors
Teleprospecting
Sponsorships
Etc…
Events/Booth Visits

7. In collaboration with 7
Marketing Automation Project Time-Line
Sep
11
Oct
11
Nov
11
Dec
11
Jan
12
Feb
12
Mar
12
Apr
12
May
12
Jun
12
Jul
12
Aug
12
Marketo
MLM &
Sales Insight
List Services
Corp.
(Data Warehouse)
Training Develop training materials for sales and marketing teams
Plan
Build
Test Phase 1
Test
Run Phase 1
Plan Phase 2
Run

8. In collaboration with 8
CRM Solutions / Tools / Resources
CRM environment for pre-Stage 3 actitvities
We use 2 D&B solutions- Selectory & Hoovers
Selectory is used to maintain the data quality of the accounts stored in Salesforce.com.
Hoovers is used to research a DUNS and pull company and contact profiles. Julie B and Rick
V have access to both Selectory and Hoovers
OneSource & iSell are solutions that are integrated with Salesforce.com that allows users to
research company & executive profiles, news, industry reports, market research, and add in
contacts not currently on file in Salesforce.com. This is self serve and all users in
Salesforce.com have access to this service.
Marketo is the email marketing automation solution that we use to run our email marketing
programs. Reports can be generated out of Marketo or out of Salesforce.com. The solution is
integrated with Salesforce.com which allows us to provide a 360 degree view against digital
interactions happening at an account at the contact level.
List Services houses our entire sales and marketing database in SmartFocus. Data hygiene
happens here. They are also managing our prospecting database programs which consists of
those individuals who we have not engaged with yet and are not in our database today.
Data.com (formerly Jigsaw) is a comprehensive B2B database that provides access to highly
accurate and 100% complete B2B contacts, continuously sourced, validated, and updated by a
2-million member cloud-based community.(Crowd Sourcing). Data.com will help us
communicate more effectively using insights—from sources such as social feeds and
demographics—from their growing list of innovative data partners.

9. In collaboration with 9
CRM Solutions / Tools / Resources
OnTarget is our inside sales supplier responsible for generating qualified leads for sales
IDC provides us with contract information in the consulting and outsourcing space. Each time a
deal is announced via a press release, IDC captures that data in their database. IDC now
carries DUNS on their file which enables the CRM MA team to track contracts at the accounts in
our database. We typically use IDC to track contract expirations.
Salesquest, owned by Seligence, are the publishers of the Crush Reports. Crush Reports are
available on the Fortune 1000. These reports take a deeper dive into the inner workings and
operations of a business. Seligence compile public record data and they also conduct
interviews with key executives in the business to build these reports. The reports take up to 2
weeks to develop. These reports can be used by sales to uncover needs and/or areas of a
companies business where Capgemini can have a positive impact. Marketing also compiles the
email addresses contained in each report purchased. These reports cost $500/ report