Case study of SiriusDecisions award-winning sales and marketing transformation at CA technologies in partnership with OGaraCo

1. © Copyright OGaraCo 2018 1
Sales & marketing transformation
Adrian O’Gara | Consultant & Trainer | OGaraCo

2. © Copyright OGaraCo 2018
Why align sales & marketing with customers?
Source: 10% per year (IDC) | 24% & 27% over 3 years (SiriusDecisons) | 36%, 38% & 208% per year (MarketingProfs)
24%
faster
revenue
growth
27%
faster
profit
growth
36%
higher
retention
rates
38%
higher
win
rates
208%
more
marketing
sourced
revenue
10%
more
revenue
10%
revenue
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3. © Copyright OGaraCo 2018
First
Marketing Alignment
then
Stakeholder Alignment
and
Continuous Improvement
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4. © Copyright OGaraCo 2018
Case Study
4

5. “ROI Award in the Sales and Marketing Alignment category,
for a data-driven and efficient revenue engine
aligned around key
growth strategies.”
Case Study

6. Interfacing with the global sales team we were able to deliver an additional
€3.5M of marketing sourced revenue in our first year, a 50% YOY increase
in Sales Accepted Leads to pipeline, while reducing overall spend by 20% vs
the previous year.
“
”
◉ 100% YOY increase in marketing sourced revenue
◉ 50% YOY increase in Sales Accepted Leads
◉ 20% reduction in overall marketing spend: increasing ROI
Craig Beddis
former CMO
Results More Revenue With Less Budget
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7. © Copyright OGaraCo 2018
Transform
customer facing
teams to align &
focus on growth
PEOPLE
Joined-up
lead-to-revenue process
mapped to the customer
journey
PLAYBOOKS
Aligned Goals
via CRM,
Marketing
Automation & BI
PERFORMANCE
7

8. 8

9. ➊
PURPOSE &
CULTURE
➋
CAPABILITY &
ORG DESIGN
➍
REGIONAL
REVENUE
TEAMS
➎
REGULAR
INTERLOCK
➌
DIGITAL
DEMAND
CENTRE
➏
LEAD MGT &
NURTURE
Transform Sales & Marketing to jointly partner & focus on growth
PEOPLE
Purpose | Culture
Capabilities | Org Design
Team & Company Alignment
9

10. O’Gara-Co came on board during a period of big and frequent change at CA. They
were very supportive with everyone on the team which allowed them to quickly
understand the challenges of the business and understand our unique skill sets,
helping us reorganize into roles that matched our strengths. This resulted in teams
that could meet the aggressive targets from leadership by focusing us on our
respective areas, inbound, outbound, programs and operations.
Patrick Bradshaw, Global Director, Inbound Marketing, CA Technologies
“
”
Org Design

11. Joined-up lead-to-revenue process mapped to the customer journey
PLAYBOOKS
➌
GO-TO-
MARKET
➊
LEAD-TO-
REVENUE
➋
PRODUCT/
MARKET FIT
➍
ENABLEMENT
& LANGUAGE
➎
AGILE
SCRUM
➏
INTEGRATE
BACK OFFICE
Customer Alignment | Strategy
Go-to-Market | Campaigns |
Enablement | Governance
11

12. O’Gara-Co tackled some pretty meaty projects around lead process. They were very
pragmatic in approaching a project and dug into the details. They always
provided context around stats and always comes up with innovative ways of looking at
results, goals and issues that need solving.
Rachel Teare, Senior Global Director, Digital Marketing, Automic CA Technologies
“
”
12
Lead-to-revenue process

13. Aligned Goals via CRM, Marketing Automation & BI
PERFORMANCE
➌
MARKETING
AUTOMATION
➊
KPIs
MBOs / OKRs
➋
ADOPT CRM +
INTEGRATION
➍
PROJECT
PLATFORM
➎
REALTIME
ANALYTICS
➏
BOARD
REPORTING
Insight & Knowledge
Learning & Development
Systems & Platforms
13

14. 14

15. Clear Value Drivers
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16. Year 4 Results Marketing Driving 60% Pipeline
Webinar Automic CA: Sales & Marketing Transformation bit.ly/b2balignwebinar
with Dr Chris Boorman, CMO, CA Technologies
“
”Dr Chris Boorman
CMO
In the past four years, due to considered improvement initiatives,
marketing contribution to creating pipeline has grown from
17% to over 60% marketing sourced opportunities.
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17. © Copyright OGaraCo 2018 17
What we do
17
“OGaraCo transforms and aligns sales and marketing with
customers to increase lifetime value. Strategy consulting,
bespoke workshops and agile execution enable your
people internally, while we source and integrate external
agency and technology partners. All within the
OGaraCo B2B Value Framework™ used by hundreds of
companies worldwide to increase customer value.”
Adrian O’Gara, Principal Consultant & Trainer, OGaraCo

18. © Copyright OGaraCo 2018
Purpose | Culture
Capabilities | Org Design
Team & Company Alignment
Sales & Marketing
Alignment
PEOPLE
Customer Alignment | Strategy
Go-to-Market | Campaigns |
Enablement | Governance
Broad Based v.s
Account Based Marketing
PLAYBOOKS
Insight & Knowledge
Learning & Development
Systems & Platforms
Analytics as
a Service
PERFORMANCE
What we do

19. © Copyright OGaraCo 2018
CONSULTING
Purpose & Culture
Capabilities & Org Design
Team & Company
Alignment
Strategy & Planning
Project Management
Agency & Technology
Sourcing
AGILE EXECUTION
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Exec Workshops
Bespoke Training
Coaching &
Development
WORKSHOPS
See workshops &
training courses
ogaraco.com/training
How we do it

20. © Copyright OGaraCo 2018
LEAD
GENERATION
DEMAND
GENERATION
REVENUE
GENERATION
VALUE
GENERATION
ACTIVITY
GENERATION
Where are you on the Value Journey?
© Copyright OGaraCo | B2B Value Journey™
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21. © Copyright OGaraCo 2018
GOALS &
OBJECTIVES
CATEGORY
MEASURES &
METRICS
PROCESS &
CHANNELS
SKILLS &
ORG DESIGN
PLANNING &
BUDGETING
STRATEGY &
TACTICS
Quantity of leads
➊ Lead volume
By tactics
(budget cut risk)
Throw & stick:
volume based
Number of opens,
clicks & raw leads
LEAD
GENERATION
Quality of leads
➋
Marketing
performance
measurement
Based on reverse
funnel metrics
(justified budget)
Global demand
centre & regional
field teams
Multiple channel
inbound &
outbound
Marketing Leads:
Mktg Qualified;
Sales Accepted;
Sales Qualified
DEMAND
GENERATION
Value of
leads &
opportunities
➌
Current/future
pipeline &
revenue estimates
Global demand
centre & regional
revenue teams
Multichannel
inbound
+outbound
Marketing & Sales
sourced/influence
leads, opps &
revenue
REVENUE
GENERATION
Customer lifetime
value➍
Business
performance
management
Future predictive
customer value
Fully integrated
marketing, sales,
services CX
teams
Advanced
optichannel
with ABM &
social selling
Predictable
multi-year lifetime
value
VALUE
GENERATION
Tactical activities
➊ Requestor led &
reactive
Ad hoc/reactive
(budget cut risk)
Limited skills &
resources
Sales support
Number of
emails/events/etc
ACTIVITY
GENERATION0
B2B VALUE MATRIX™ Map Your Priorities & Journey
TODAY<<TOMORROW
Revenue
performance
management
Mixed skills:
global or regional

22. How we do it consulting, workshops, execution & training
​Strategy & Execution
Marketing Value Journey Matrix™
◉ Org Structure & Design: Digi-centre & Rev-teams
◉ Skills Gap Analysis for Training/Hiring Plan
Sales & Marketing Alignment Framework™
◉ Go-to-Market & Campaign Strategy
◉ Lead Management & Spectrum Analysis
◉ Broad-based to ABM Framework™
Predictive Sales & Marketing Framework™
◉ Product Demand Type Mapping
◉ Contact Database Healthcheck
Funnel Intelligence Framework™
◉ Channel & Budget Optimisation
◉ Content Audit & Gap Analysis
Business Analytics as a Service Framework™
◉ Objectives, KPIs, Reporting & Analytics best practice
Agile Implementation Framework™
Requirements Gathering & Selection
◉ Stakeholder Interviews: Employees & Customers
◉ Agency Audit, RFI/RFP, Tendering, Selection & Management
◉ Marketing & Sales Platforms & Tools (MA/CRM)
◉ Reporting & Analytics Platforms & Tools (BI/Analytics)
Workshops, Training & Coaching
◉ Driving Change as a Marketing Leader
◉ Marketing-Sales Alignment with SL2 Agreement™
◉ ABM Strategy, Planning & Execution
◉ Lead Generation for Revenue & Lifetime Value
◉ Marketing Performance & Operations Strategy
◉ Lean Growth Hacking & Agile Campaign Management
◉ Social Selling for Inside Sales & Account Execs
See workshops &
training courses
22
ogaraco.com/training

23. © Copyright OGaraCo 2018 23
Adrian O'Gara has over 20 years experience in B2B sales, marketing and
operations. His experience spans from niche start-ups and innovative
fast-growth companies to global industry leaders including The Adecco Group,
CA Technologies, GE Healthcare, Sitecore, ThoughtWorks and UBM, to name a
few.
Adrian is a consultant, speaker, trainer and writer focused on sales and
marketing alignment and transformation, demand generation, broad-based
v.s account-based marketing, social selling, funnel management, predictive
analytics and aligning internal teams with the buyer journey via sales and
marketing automation.
Adrian is also an advocate of the future-of-work movement and the gig
economy. OGaraCo is built as a flexible firm through a trusted and vetted
contractor network and strategic partnerships.
Who we are
Founding consultant & trainer
Adrian
O’Gara

24. OGaraCo powered by the gig economy
OGaraCo has strategic partnerships with the world’s leading networked collectives - offering you access to build a project
team from 1500+ independent business & tech consultants & freelancers -- to compete with any consultancy or agency
Adrian O’Gara is a freelance
Practice Leader for B2B Sales &
Marketing at Hivemind - giving you
access 1100+ freelance
business & tech transformation
experts
hivemindnetwork.com
Adrian O’Gara is a freelance
Practice Leader for B2B Sales &
Marketing at Hoxby - giving you
access to 450+ marketing,
digital and design freelancers
hoxbycollective.com
Adrian O’Gara partners as a
freelance Sales & Marketing
consultant & trainer for the
UK’s leading public &
private training providers
b2bmarketing.com
econsultancy.com
emarketeers.com
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25. © Copyright OGaraCo 2018
What they say
ThoughtWorks
I worked with Adrian at O'Gara while he was advising the
leadership team at ThoughtWorks. As head of financial
service for Europe, I needed the support of a senior sales
and marketing expert to help build a new value
proposition for retail banking under a target account
strategy. Adrian managed to coordinate a large team of
stakeholders and organise a centre of excellence to build
and coordinate an account based marketing strategy -
targeting the UK’s leading banks. He worked with our
subject matter experts to craft new propositions to take
to market. Historically, this would take over 12 months to
plan and execute. Within 8 weeks, Adrian managed to
help us create qualified opportunities with over 14 key
accounts with many more in the pipeline. We expect to
see £1m in revenue within 6 months from a modest
£45k marketing investment. I would recommend Adrian
to any technology company looking to move into a new
market and be left with a template for future success.
The Adecco Group
Adrian O'Gara was introduced to me, by a marketing
agency we work closely with, as a sales and marketing
alignment consultant. They suggested Adrian because of
his experience in transforming and optimising sales and
marketing organisations, from a people and process
point of view, to focus on our customer journey and
prepare us for a marketing automation implementation.
In a matter of weeks, Adrian managed to coordinate a
group of strong-minded sales and marketing leaders,
from across six brands, to agree on joint goals and
objectives and define a jointly agreed lead scoring model
and service level agreement that we can now implement
and iterate further - as he left us with the knowledge and
tools to make our own improvements going forward.
We'll definitely be working with Adrian again in other
areas of sales and marketing alignment to optimise our
customer experience.
Sitecore
I worked with Adrian from OGaraCo while he was
consulting at Sitecore. It was immediately clear
that he had a solid grounding in both marketing
and sales practices in B2B software companies.
He has a way of cutting through the noise to get
the the heart of issues, fast. As I am partner
manager to companies such as Microsoft,
Equator and Non Linear Creations it was
essential I could trust the changes Adrian
suggested for our sales and marketing
interactions with the channel. I can say, without
doubt, that Adrian made several key changes to
our strategy that created a positive and
measurable impact on our revenue and
long-term success with partners.
CA Technologies
Adrian O’Gara was a key member of my
executive management team. Initially he led my
Global Demand Generation team & WW
programs. Interfacing with the global sales team
we were able to deliver
€3.5M of marketing sourced revenue in our
first year, a 50% YOY increase in SAL pipeline
and reduce overall spend by 20% vs the
previous year.
Adrian is detail oriented with strong project
management skills that enable him to combine
a data driven & process orientated approach to
optimise marketing and sales lead quantity,
quality & qualification, funnel velocity &
pipeline acceleration. He has first class
knowledge of SFDC and pipeline funnel metrics.
David Malkinson
Chief Marketing Officer
UK & Ireland
The Adecco Group
Isa Goksu
Head of Financial Services
EMEA
ThoughtWorks
Craig Beddis
Chief Marketing Officer
Global
Automic, now CA Tech.
Ben Mercer
Vice President
UK, Ireland & Nordics
Sitecore
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Sales & Marketing Alignment Demand Gen Strategy Performance Management Account Based Marketing

26. Find out more
Webinar CA Technologies Sales & Marketing Transformation bit.ly/b2balignwebinar
Webinar B2B Marketing Automation bit.ly/b2bautowebinar
Guide B2B Marketing Automation bit.ly/b2bmaguide
Guide Account Based Marketing & Sales bit.ly/b2babmguide
Worksheet Revenue Funnel Templates bit.ly/funnelsheet
OGaraCo Blog Alignment, ABM, Automation ogaraco.com/blog
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27. Adrian O’Gara | Consultant | Trainer