TECH Connect 2017 - Marketing ROI Workshop session by Harsh Vardhan G, Executive Vice President – Marketing & Partnerships, Ramco Systems

1. Harsh Vardhan G
Executive Vice President, Marketing & Partnership
RAMCO SYSTEMS
Session 1 - The Why & How of Sales
& Marketing Alignment
#inTC17
MARKETING ROI WORKSHOP: GETTING BETTER AT MEASURING IMPACT

2. Previously…

3. But now….

4. Digital Marketing: Almost There!
Traditional Marketing spend dips 3% since 2013
Digital Marketing spend increases 3% since 2013
Digital trend – Still not 50% spend, but coming closer and closer to traditional. Seeing
continuing surge of expenditure at events, even though use of digital tools at events is
increasing.

5. Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Marketing
Marketing
Sales
Sales
The roles are redefined.. The difference is getting blur..
THEN NOW
The Buying funnel..

6. Customers today….
But where are you today?
Social Teams
Social
Organisation
Social
Advocacy

7. WHY?100Employees
Reach
1 lakh customers
Drive 5,000social
engagements
Create500unique pieces of
content
500Employees
Reach
0.5 million customers
Drive 25,000 Social
engagements
Create 2500unique pieces
of content
1000Employees
Reach
1 million customers
Drive 50,000 social
engagements
Create 5000 unique pieces
of content
HOW?

8. LinkedIn Sales Navigator -
The social selling strategy?
Creating a social organisation!
A Myopic View! Would be just
looking at LSN in generating leads

9. ​Social Selling Org Status – Most Part of the Org needs to
participate in being Socially Savvy
ü Predictive Practitioner Org
ü Creative Experimenter Org
ü Social Selling Champion Org
ü Social selling Transformer Org

10. Social Selling Dashboard to figure out where we are :
NO STRATEGY
DON’T AGREE STRONGLY AGREE
TOTAL
PREDICTIVE STRATEGY
01 EACH OF THE PROJECT IS OWNED BY SPECIFIC GROUP 0 1 2 3
02 THERE IS LITTLE OR NO CROSS FUNCTIONAL COLLAB REQUIRED 0 1 2 3
03 EACH PROJECT HAS A CLEAR BUSINESS OBJECTIVE 0 1 2 3
04 WE CAN MEASURE EACH PROJECTS IMPACT WITH METRICS 0 1 2 3
CREATIVE EXPERIMENTER
01 OUR OVERALL OBJECTIVE IS TO LEARN FROM SM PROJECTS 0 1 2 3
02 IN PARTICULAR WE AIM TO ENABLE ENGAGEMENT AND TO LEARN AND LISTEN FROM CONVERSATIONS 0 1 2 3
03 WE POSITION PROJECTS AS EXPERIMENTS WITHIN DISCRETE FUNCTIONS AND DEPARTMENTS 0 1 2 3
04 WE ARE NOT VERY WORRIED ABOUT PREDEFINING OUTCOMES 0 1 2 3

11. Social Selling Dashboard to figure out where we are :
NO STRATEGY
DON’T AGREE STRONGLY
AGREE
TOTAL
SOCIAL SELLING CHAMPION ORG
01 WE HAVE A CENTRALIZED GROUP AND SPECIFIC LEADERS DEDICATED TO COORDINATING
AND MANAGING SM PROJECTS CROSS FUNCTIONALLY
0 1 2 3
02 CENTRALIZED GROUP DEVELOPS POLICIES/ INCENTIVE MECHANISMS ETC. AND GUIDE LINES 0 1 2 3
03 ENLIST EXECUTIVE CHAMPIONS AND EVANGELISTS INCLUDING EXTERNAL ADVISORS ETC. 0 1 2 3
04 BEST PRACTICES AND LESSONS LEARNED FROM VARIOUS PROJECTS 0 1 2 3
SOCIAL SELLING TRANSFORMER
01 OUR PORTFOLIO SPANS ACROSS EMPLOYEES AND EXTERNAL STAKEHOLDERS SUCH AS
CUSTOMERS AND BUSINESS PARTNERS
0 1 2 3
02 SM IS TIGHTLY INTEGRATED WITH HOW WE WORK AND LEARN AS WELL 0 1 2 3
03 PROJECTS ARE TYPICALLY CROSS FUNCTIONAL 0 1 2 3
04 CENTRALIZED GROUPS THINKING ABOUT HOW SOCIAL MEDIA PROJECTS CAN TRANSFORM
BUSINESS STRATEGY AND CULTURE IN LIGHT OF EMERGING TRENDS
0 1 2 3

12. GEN X
&
GEN Y
ENCOURAGE
SUPPORT
&
PROMOTE

13. Solid and Steady Marketing Investment growth
Marketing investment is being made at the same % age of the Company revenue growth

14. Marketing Gains More Share of the
Sales-to-Marketing Cost Envelope

15. Company Visits
Connects
(Downloads/events/Webinar)
Warm Enquiries
Nurturing/To Call
Later/No Immediate
Need/Budget
Hot & Qualified
Enquiries
19410 Companies Visited
Approx. 60% gets captured in
Hubspot. Avg. 16 of visitors / co.
1240 connects whom we have qualified
from marketing
19352 connects who have reached
out to us
8151 connects who are
interested
Data Timeline: 1st April’16 to 21st August’17
Moving from Reactive to Predictive Demand Generation
• Identify prospect accounts (EN/NN)
• Identify Key Decision Makers / Account Map
• Warm Intro through Navigator
• Consistent Nurturing Program across Marketing
Channels – Email, Social Media, Events,
Webinar
• Translate nurturing into no-obligation meeting
fixes for sales team
• Consistent Nurturing Program across Marketing
Channels – Email, Social Media, Events,
Webinar
• Translate nurturing into no-obligation meeting
fixes for sales team
• Consistent Follow-Ups to translate latent need
to active need
• Reach Out & Qualify the Opportunity
• Move the Opportunity to Sales & align with
Sales Team through Sales CRM
• 100% Alignment on Marketing CRM & Sales
CRM

16. Question is how do you manage it?
of B2B professionals saying that social selling
tools allowed them to build deeper
relationships with clients.

17. Measuring How Ramco’s salespeople build relationships?
0
10
20
30
40
50
60
70
80
11629 10848 11992 12068 12058 12055 10730 9439 10788 10677 11892 11550 11671 12123 9395 11719 11210 12122 10961 4062 12067 4180 8596
NumberofRelationships
Number of External Relationships per Salesperson
Average

18. How likely are Ramco’s individual contributors to hit targets?
-
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
300,000.00
350,000.00
1206710677 4062 120581212211210 8596 120681171912123116711155012055 4180 9395 9439 118921073010961119921078810848
USDPerRelationship
USD Per Relationship to Hit Target

19. Leaderboard from CEO office -RAMCO LinkedIn FACT #236
HOW ACTIVE ARE YOU?
NAME
DAYS
ACTIVE
SSI - OVERALL
SCORE
UUUUU 21 88.17
EEEEE 21 88.07
ZZZZZZZ 13 85.96
NNNNNNNN 18 85.83
KKKKKKKK 16 85.74
QQQQQQQQQQ 14 84.85
IIIIIIIIIII 21 84.83
MMMMMM 17 84.43
BBBBBBBBBBU 21 83.32
NNNNNNYY 19 82.84
NAME
DAYS
ACTIVE
SSI -
OVERALL
SCORE
XXXXXXXXXXXXXXXXXXXX 5 62.98
DDDDDDD 7 48.03
VVVVVVVVVVVVVVVVVV 7 62.32
GGGGGGG 9 71.14
YYYYYYY 12 72.68
OOOOOOOO 13 65.96
HHHHHHHHH 14 59.37
LLLLLLL 14 76.18
BBBBBBBBBBBBBB 14 77.49
QQQQQQQQ 14 64.85
BOTTOM 10 ACTIVE USERS TOP 10 ACTIVE USERS

20. ​Outcome driven marketing – Numbers!!!
CHANNEL SPEND PIPELINE
ORDER
BOOK
DIGITAL $1.43MN $66MN $28.81MN
EVENT $0.6MN $32.58MN $4.44
Content
Downloads
94% (5116 downloads)
Total
Enquiries
4% (8468 enquiries)
Website
Visitors
7% (742,868 visits)
Marketing led
Pipeline
62%$ 50,000,000

21. Digital ROI…
No. of impressionsAwareness
Consideration
Conversion
MQL
SQL
Won
No. of clicks, comments, shares
No. of enquiries
No. of leads
No. of leads
No. of wins | TCV
Ramco Adwords cost - $XXmn
ROI = 20x

22. THANK YOU