Paul Stevenson's presentation from our last Sales and Marketing Forum. Practical insights from his own experiences implementing marketing automation (specifically Eloqua) over the last 12 months.

1. The new 4 Ps of
Marketing Automation
Implementation
Presented by:
Paul Stevenson
Head of Enterprise Marketing Service
Telefónica UK
@paul_stevenson

2. Priorities
People
Process
Platforms
Performance

3. People
• Who you have
• What skills they have
• What tasks do individuals deliver?
› Content/content and execution/execution
• How does the department operate and function
with each other?

4. People – Pre MA
Content
development
Mix of content
development and
execution
Channel
execution

5. People – Post MA
Content
development
Mix of content
development and
execution
Channel
execution

6. Get the right people, with the right skills in the
right positions – your success will depend on it!
People – Post MA

7. Process

8. Process
• How work ‘flows’ through marketing
› Who initiates?
› Who approves?
› Who briefs who?
› Rules around Compliance (brand and legal)
› Timescales & SLA’s
› Success measures

9. Create time, to think through in detail how your
department will function – there is no avoiding it.
Document it and agree it!
Process – Key learning

10. • Clear data strategy
› Quality/compliance/integrity/regulation
• Clear ownership
• Continual programme – it will never end
› Soft bounces/unsubscribe/sales team changes
• Segmentation rules
› Sector/job role/job grade/customer status
Platforms – Data

11. Platforms – Our ecosystem
• Data management
• Pipeline reporting
• Sales opportunity
handover and management
• eDM build
• Landing page build
• Campaign deployment
• Digital footprint analysis
• MI and reporting for campaign ROI

12. • Resourcing
• Functionality
• Product Roadmap
• Training / Development needs
• Cost
• Ease of Implementation
• Who else uses it?
• Account Support
• Technical Support
Platforms - Things to consider

13. It all starts with a clear data strategy,
then careful consideration of the
MA platform.
Platforms – Key learning
That decision will live with you for a potentially very long time.

14. Performance
• Consider a phased launch approach
› Hospitality/events/comms/campaigns/trigger
• Do not drown the team
› New process/job roles/ways of working
• Think of end-to-end functionality
› Planning/creation/deployment/reporting
• Building content funnels, for clear customer journeys
• Build confidence and stakeholder engagement
› Based on actual results

15. This is a marathon and not a sprint. A phased
launch approach allows you to review, adapt and
enhance with each new process you automate.
Performance – Key learning
It also allows time to stakeholder manage your sales
teams and senior management, whilst proving ROI.