The CMO Imperative - Data Driven Results

CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
years experience
global partners
customers worldwide
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1,000
12,000
The CMO Imperative| Data Driven Results

Housekeeping
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web meeting dial in details
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• presentation is approximately 50 Minutes
• use the questions feature to submit questions
• all questions will be addressed at the end of presentation
2

CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.3
Peter Chase
Executive Vice President and Founder
Scribe Software
@PeterRChase
peter.chase@scribesoft.com
Brendan Peterson
ISV Technical Evangelist
Scribe Software
@scribenerd
Brendan.peterson@scribesoft.com

SPARK Series for Marketing Automation
• Welcome!
• Educational, not product focused
• Next Up:
- “Graduating from Email Marketing” by Marketo
- “The Cost of Dirty Data” by ReachForce
• Registration link in follow up email
- See full list at scribesoft.com/webinars
4

Scribe Overview
• Pacesetting Capabilities
- We bring customer data anywhere it’s needed
- Leadership in major customer application markets – MS Dynamics, Salesforce.com
- Partner-Centric Go To Market; it’s in our DNA
- Extensive ISV network – ExactTarget, Marketo, Silverpop, On24, znode
• Key Offerings
- Scribe Online Platform
- Scribe Online Replication Services, Integration Services
- Scribe Insight
• Established Global Company
- Headquarters; Manchester, NH USA
- EMEA office: Den Haag, Netherlands
• Awards
- 2012 SIIA Codie Award Winner
- AlwaysOnDemand Global 250 Award Winner
5

Financial
Services
Education and
Public Sector Manufacturing
Sports, Media &
EntertainmentServices
Representative Customers
6
6

Scribe Believes…
7
Customer Data Fuels Everything.
Anywhere, Now.
Easy Matters.
77

Today’s Presentation
• the changing landscape
• data driven marketing strategies
• data driven marketing in action
• wrap up
8

Marketing Automation is Hot
9
Marketing automation will lead CRM application segment growth
with a 10.7% compound annual growth (CAGR) through
2016, reaching a total market value of $4.6B.
Gartner, 2013

Data is King
10
4.5The hours per week the
average employee spends
tracking down information
they need to do their job.1
15%The percent of businesses
that have fully integrated
their customer-facing
systems3
70%
The percent of businesses
that plan to spend more on
data-related marketing
initiatives in 20132
$14B
The size of the CRM market in
2013 according to
Gartner, December 2012.4
55%The percentage of businesses
that consider data integration
to be a critical component of
their information management
strategy according to Ventana
Research
1 Data Growth and Protection Survey, March 2012, Symform & StorageCraft
2 Infogroup, January 2013
3State of Data Integration Survey, Scribe Software, March 2012
4CRM Revenue Forecast, Worldwide 2009 – 2016, Gartner, Dec 2012

Data is King
CMOs in outperforming organizations invest
more effort in integrating and using data to
foster customer relationships.
How Customer Data is Used:
• Segmentation/targeting [67%]
• Pre-sale product education [56%]
• Needs-based content [54%]
• Delivering offers to buy [58%]
From Stretched to Strengthened
IBM Institute for Business Value
Global CMO Study

Integrated Marketing Delivers Results
38% Higher Lead
Conversion with IMA
Source: 2011 Lead Generation Marketing ROI Study, The Lenskold Group

About This Report
83%
17%
Business Respondents
Third-Party System
Integrators
More than 920 technical professionals, business leaders, systems integrators, VARs and
partners participated in “The State of Customer Data Integration 2013” report, over 200%
increase in participation compared 2012 (n =300).
2013 respondents came from a cross-section of industries and from more than 50
countries, representing all regions of the world. Various company sizes and levels of core
business systems adoption and usage were represented. Respondents were comprised of C-
level executives as well as business analysts and IT professionals, who manage and support
systems implementation and data integration function within their organizations.
Survey Respondents Total Respondents by Region
n=921
65%
10%
9%
7%
3%
2%
2%
1%
1% United States
European Union
Canada
United Kingdom
Australia & New Zealand
South America
Worldwide
Asian Pacific
Middle East & S. Africa
14

State of Business Systems Integration
• Consensus on the Importance of Systems Integration:
• Highest importance on CRM and BI integration reported by 74% of business
• CRM and Customer Support Systems by 73%
• CRM and Marketing Automation by 71%
• CRM and ERP by 69% of respondents
• Low Levels of Full System Integration:
• Only 16% of the businesses report full integration among their various business systems compared
to 15% in 2012
• Partial integration still the norm, with 10% of enterprises reporting complete lack of integration
among systems
• Rather than chasing the elusive promise of Big Data, businesses need to focus on integrating and
making smart data available – data that leads to actionable business insights to drive solid
decisions across the organization
• Financial Data Still Siloed:
• The lowest levels of reported between-systems integration are between CRM and ERP (13%) and
CRM and Social (10%)
• Systems Integrators Drive Higher System Integration:
• Businesses who use the help of systems integrator see higher levels of systems integration across
all core business systems
• The critical role of third-party systems integrators more evident when reviewing the levels of non-
integration between systems – businesses serviced by systems integrators all report some level of
integration between their systems
15

Levels of Integration b/n Business
Systems
Strong consensus on the importance
of between-systems integration, but
businesses still ways to go to make
such integration a reality:
• The highest reported level of system
integration is between CRM and
Customer Service (24%); CRM and
MA (22%); CRM and SFA (21%)
• Businesses who use the help of
systems integrator see higher levels
of between-systems integration
across all core business
systems, including connecting
financial data in ERP systems with
customer data in CRM systems
• Findings in line with the results from
our 2012 State of Data Integration
survey, pointing to the critical role
systems integrators and consultants
play in achieving tighter integration
between business systems
24%
22% 21%
16%
14% 13%
10%
30%
32% 33%
21% 21% 21%
16%
0%
10%
20%
30%
40%
50%
60%
CRM &
Customer
Service
CRM &
Marke ng
Automa on
CRM & Sales
Force
Automa on
CRM &
Business
Intelligence
CRM &
Mobile
CRM &
Enterprise
Resource
Mgmt
CRM & Social
Business Respondents Third-Party System Integrators
n=699
Levels of Between-Systems Integration: 2013
16

• wrap up
17

Data Challenge
18

Why is Integrated Marketing So Elusive?
We don’t fully understand what it is
We don’t know where to start
We don’t know how to finish
19

What is NOT Effective Integrated Marketing?
• Simply extending parts of your Marketing Automation platform into CRM
• Don’t cripple the best tools for the job!
• Integrating data and process across applications at every level
• Let the crazy ones solve the unified customer database / MDM problem
• Avoid death by tight coupling
20

• wrap up
22

1. Utilize a platform that provides for
expansion and change
2. Utilize an experienced
implementation partner
3. Define discreet use cases
(who, what, when)
4. Define the logical data mapping
(including any pre-requisites)
5. Prioritize based on business value vs.
cost/complexity
6. Implement
7. Repeat for the next priority
Steps to Success
23

Example
Use Case: When a customer order is processed in our ERP application for over
$10,000, capture the customer and contact data and pass it to our MA system for
inclusion in our weekly Elite customer program campaign.
Business Value: Increased sales to high value customers through exclusive
promotions in the Elite customer program. Expected add’l annual revenue of $1
MM ($500 per Elite customer at 2,000 new Elite customers per year).
Logical Data Map:
MAP #1: CAPTURE LARGE CUSTOMER ORDERS FROM ERP AND SEND TO MA FOR ELITE INVITATION Use Case(s) Supported: 1
Frequency: Every 24 hours Data Volume: up to 100 records per day Latency: 90 minutes
Source: ERP Target: Marketing Automation
Object Filter Lookup Key Object Operation Lookup Key API (s)
Contacts All main billing contacts
that have a related
order record that was
newly created and was
over $10,000.
contactid (GUID) Subscriber Update or insert CustomerNumber CreateSubscriber
UpdateSubscriber
Notes: The CustomerNumber which is maintained in ERP and shared with CRM needs to be stored in the subscriber record in the MA system.
24

Product Demonstration
1.Capture new high value customers from Dynamics CRM and create
subscribers and add them to an Elite Customer list in Silverpop for targeted
communications
2.Populate important customer data from Salesforce into ExactTarget to drive
highly personalized communications
3.Drive immediate and high touch follow up on hot sales opportunities by
capturing interesting moments in Marketo and creating follow tasks in CRM
25
Interesting moments
Elite Customers
Product purchase history

ROI on Data in Marketing is Big Money
B2B Example
26
B2C Example
%
Baseline New Improvement Improvement
Number of emails sent per month 10,000,000 10,000,000
Email open rate 10.0% 10.5% 0.5% 5%
Monthly open volume 1,000,000 1,050,000 50,000
Conversion rate 20.0% 20.5% 0.5% 2%
Average sales price 100.00$ 100.00$
Email driven revenue per month 20,000,000$ 21,525,000$ 1,525,000$ 8%
%
Baseline New Improvement Improvement
Number of emails sent per month 50,000 50,000
Email open rate 15.0% 15.5% 0.5% 3%
Monthly open volume 7,500 7,750 250
Conversion rate 5.0% 5.2% 0.2% 4%
Average sales price 20,000.00$ 20,000.00$
Email driven revenue per month 7,500,000$ 8,060,000$ 560,000$ 7%

What Next
1. Get started on it tomorrow
2. Pick off the low hanging fruit
3. Build experience and momentum
4. Tackle the more complex high value use cases
5. Achieve Effective Integrated Marketing Automation
27

• wrap up
28

Questions?
Peter Chase
Executive Vice President and Founder
Scribe Software
@PeterRChase
peter.chase@scribesoft.com
Brendan Peterson
ISV Technical Evangelist
Scribe Software
@scribenerd
Brendan.peterson@scribesoft.com

Thank You
Email spark@scribesoft.com
to receive the full report

The CMO Imperative - Data Driven Results

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