2013: Great Expectations For Marketing ROI

January 3, 2013

 

Here is my brief view of what to expect in 2013.

 

 

During 2013, organizations will demand significantly more revenue value out of their existing sales and marketing ecosystem investments including CRM, Marketing Automation, and list acquisition purchases.  Non-marketing executives at these firms will demand greater accountability for return on these investments.

 

 

 

As a result, marketers will need the ability to execute campaigns with surgical precision and to tie their marketing investments explicitly to ROI. This includes:

 

 

 

Generating more qualified leads. Successful marketers can and should claim the lion’s share of leads that close to revenue within their organizations. Focus here on the details: standardizing data fields within CRM and marketing automation systems, for example, is critical to proper segmentation and targeting. Data-driven segmentation is especially critical to executing targeted campaigns and increasing ROI.

 

 

 

Optimizing business processes. Many companies use less than 10% of their marketing automation capabilities because they haven’t deployed these tools effectively. That’s why it’s so important to map every aspect of your customer acquisition and onboarding process – from inquiry to close and beyond – to and through your CRM and marketing automation tools.

 

 

 

Connecting marketing activity to new revenue. An entire industry has evolved around the ability to measure marketing-sourced and marketing-influenced revenue – and to extend these analytics far beyond what’s available from an out-of-the-box CRM or marketing automation system. It’s hard to overstate the importance of these tools; their power lies in their ability to give executives “one view of the truth” for reporting sales and marketing ROI.

 

 

 

Organizations that put together these pieces and execute a revenue-driven marketing strategy will have a far more successful 2013 than those that don’t.

 

 

 

What do you think will happen?

 


MOCCA DC – Marketing Operations

July 18, 2012

Marketing Operations as a B2B discipline is rapidly growing.  As one data point that supports its growth, we had our largest attendance to date for today’s MOCCA meeting in Washington DC with Andrew Gaffney and Amanda Batista of Demand Gen covering recent readership survey results on trends in marketing measurement, changes in b2b buyers, and shifts in content preferences.  Rather than rehash the survey results which are available on DemandGen’s website, here are 4 key takeaways from our hour long question and answer session that followed the presentation:

  • Content:  this area was the theme and background of DemandGen, so it was not a surprise to hear this topic come up.  We spent considerable time discussing the pros and cons of webinars, both live and recorded, and came to the conclusion they are a worthy, cost effective tactic to consider as part of the overall marketing mix.  With today’s integration in marketing automation platforms, there are more benefits reporting wise to use webinars versus in years past.  Video is also a tactic that can be repurposed toward mobile devices and non-mobile devices.  There were a few audience members who suggested that having  4 videos of 5 minutes each were more powerful than one 20 minute video and easier for a buyer to digest.

 

  •        Data Warehouse:  this is an emerging area for enterprise companies that are trying to do data manipulation and more sophisticated reporting.  B2B companies are realizing a shortcoming of their CRM systems and marketing automation systems in terms of lack of data reporting flexibility.  Thus, they are looking to front end load their systems with a data warehouse that interoperates with disparate data sets and can do sophisticated reporting through easier manipulation of data.

 

  • Mobile:  this area remains an enigma for b2b marketers (my data points extend beyond this session with the CMOs of both Cisco and Xerox confirming this same data).  Contrary to what is happening in the market, marketers are just not yet ready to think about rendering b2b campaigns in mobile, either through their marketing automation platform or through companies like Litmus Technologies.  One company mentioned it was beginning to source 15% of its lead flow (not web traffic) from mobile devices yet the majority were not optimizing campaigns or content specifically toward mobile devices.  There are likely too many other competing priorities for marketers to be focused on, thus crowding out mobile for the moment.  Everyone knows they should be doing it (like working out at a gym), but few actually do it.

 

  •        Reporting:  the majority of companies were at the early stages of connecting marketing investment to new revenue struggling with both systems as well as cultural – cultural meaning does marketing ‘source’ revenue or do they ‘influence’ revenue.  The theory models would suggest marketing does both, but not every culture absorbs that methodology.

We didn’t have time to cover it, but data and its accuracy seems to be the next hot topic for MOCCA to talk about.  What areas in marketing operations are you seeing that is hot?


Cloudforce by Salesforce.com – Listen, Engage, Act

June 2, 2011

Along with 1000 others, I attended yesterday’s #Cloudforce in Washington DC sponsored by Salesforce.com where the emphasis was a convergence of social, CRM, and mobility in the enterprise – this content was brand new in preparation for the uber Dreamforce in August.  Mark Benioff is a terrific visionary and is lucky enough to meet with executives around the globe to pick their brains about future challenges.  His keynote is well worth watching and absorbing (although lengthy at 40 minutes so I’ve summarized the key take aways under the video!)  He talks about the scale and elasticity of the Cloud we now live in…

  • Salesforce.com is so much more than CRMThe chatter application in particular, when a process is outlined on how to use, can cut down on meeting time and email flow intracompany by allowing groups of people in and out of the company to collaborate more effectively.  How valuable is that!?  From companies I’ve talked to that have deployed Chatter, one needs to be very disciplined around process.  Sales teams tend to use it for global proposals, cross functional projects can be managed;  also, some of the privacy settings allow exec or management oversight into the workflow process.   I see a lot of upside here in this application in terms of global coordination and effectiveness (assuming everyone speaks the same English language).  I had implemented a ‘Chatter’ like functionality with my global sales organization 8 years ago and found tremendous benefits with its capabilities around competition, positioning, and pricing.
  • The buying process is now more ‘social’ than ever before.  With their acquisition of Radian6 and its capabilities to broadly listen to blogs, tweets, and many other types of media, you’ll now get a more complete vision of what your customer is really wrestling with after they become a customer or even as a prospect.  Support centers that have customers call in will have intelligence about their customer issue prior to the actual contact – a huge savings for customer service operations where your conversations are threaded – salesforce service cloud.  While not new, the social element is also starting to hit a full stride in the buying department.  Companies that are smart are engaging, not ignoring.
  • Mobility – so much of what we do now will be on iPads, Droids, iPhones that organizations once banned but are now embracing – so all applications of SFDC are rendered and tightened down security wise for mobility;  beyond the rendering, a futuristic geolocation capability gives marketers new ways to think about their offers that never existed before.  I have a deep background in mobility and can concur with some of the observations Benioff made with the overall direction of the market particularly around the geolocation and advertising.  He also used a very interesting example of having products talking to us – get a car on a social network – maintenance notification, location sharing, in a private portal environment.

Of course the event had the ecosystem in full force in the gallery – a company named Birst caught my attention as they are solving a real difficult challenge of dashboard creation across multiple databases built into a single data warehouse.  For a marketer, this is a company and segment of space worth watching.

Terrific event and well worth attending!