Rise of Marketing Automation_A discussion guide_ JFiur

THE RISE OF
MARKETING AUTOMATION
And why it matters to <company>
© 2013 Jonathan Fiur | All rights reserved

All eyes are on Marketing
“…Marketing is the last
bastion of unaccountable
spend in corporate
America.”
Eric Schmidt
CEO, Google

CMOs are under increased pressure
"Without exaggeration, I've seen more change in the CMO suite in the last
year than perhaps the last 30 years combined.”
Rich Vancil of IDC in 2013 Chief Marketing Officer Predictions
The pressure to be accountable to the business is not just a symptom
of hard times; it is a permanent shift that requires new approaches, tools and
skills. IBM 2012 Global CMO Insights Study
Nearly two-thirds of CMOs think return on marketing investment will be the
primary measure of their effectiveness by 2015. But proving that value is
difficult. Even among the most successful enterprises, half of all CMOs feel
insufficiently prepared to provide hard numbers.

Trends converging in support of
Marketing Automation
Marketing
Automation
The investment
shift from old
media to new
(digital) media
The measurable
nature of digital
to demonstrate
ROI
Buying process
increasingly
marketing-driven
The move to
SaaS including
maturing cloud-
based marketing
offerings
CMOs required
to demonstrate
revenue
contribution

Marketing Automation closes the gap
•  Marketing Automation is an integrated approach that
enables the alignment of B2B Marketing and Sales to
•  Create a measurable unified marketing-to-sales funnel
•  Connect all relevant systems and processes including: Marketing,
Sales, CRM, Analytics, Content, Knowledge
•  Demonstrate Marketing’s bottom line impact

Increasing spend, growth and clients
Revenue growth for business-to-business (B2B) marketing
automation systems, to reach $750 million in 2013.
(Raab Associates)
Organizations investing in Marketing Automation in 2013
(BtoB 2013 Marketing Outlook)
Fortune 500 B2B companies that have adopted marketing
automation but struggle to optimize it.
(ClickZ Report)
Growth for IBM had around 20% its Enterprise Marketing
Management (EMM) group from 2010 to 2011

Established, maturing & consolidating
• In 2012 alone three
major acquisitions
•  Pardot by ExactTarget
•  BuddyMedia by
Salesforce
•  Eloqua by Oracle
Gartner’s 2012 Marketing Automation
Magic Quadrant Ratings
Oracle
pre-Eloqua
acquisition

SO WHAT DOES THIS
MEAN FOR COMPANY?

Build on existing strengths
Mobile
CommunitiesCRM
Company is already
delivering solutions
at the intersection of
business & technology

Build on expanding strengths
Mobile
SharePoint
(KM)
Communities
CRM
Company is already
considering expanding
service delivery spaces

The next move: Marketing Automation
CRM
Communities
SharePoint
(KM)
Marketing
Automation
Mobile
Marketing Automation
builds on existing work and
yields opportunities for add-ons:
•  Big Data
•  Enterprise Marketing Mgmt
•  Enterprise Content Mgmt
Account &Contact
Profiles, Opportunities,
Revenue
Sales & Marketing Assets,
intellectual capital,
enterprise dashboards
Engagement Activity,
Lead scores and
Marketing leads
Channel expertise
repurposed for marketing
Channel expertise
repurposed for marketing

Familiar engagements in a new area
•  All the same flavors of other technology projects and more
•  Definition/Design
•  Vendor selection
•  Business Process Definition/Reengineering
•  Implementation
•  Integration/Portfolio optimization
•  Data
•  Warehouse
•  Hygiene
•  Insights
•  Analytics/Dashboards
•  Lead-to-Revenue lifecycle
•  Marketing effectiveness

Some challenges for Company
• New venture “gaps”
•  Expert resources
•  Track record
•  Partners
•  Investment
• Mitigations
•  Good supply of qualified
contractors
•  Strong track record in
current space
•  Strong players in space
eager to extend reach
•  Nominal, driven by
business needs not
speculation

In summary
•  Marketing must prove its contribution to the business and
use the tools (analytics) and language of the C-Suite
•  Marketing, not IT, is driving the technology and data
needs of an increasingly complex business development
infrastructure
•  Marketing systems -- web, email, blogs, social, events,
etc. -- provide little ROI and insights unless they are
integrated themselves, and linked to customer data
•  Companies are looking for ways to be successful
achieving the lead-to-revenue vision.
•  The cost of entry is low.

Rise of Marketing Automation_A discussion guide_ JFiur

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