Marketing Process - Go-to-Market Plans
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This Slideshare presentations provides examples of Marketing Processes as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/ Included in the Powerpoint presentation are slides that cover: Marketing Process - Go-to-Market Planning Marketing Process - Demand Creation Marketing Process - Demand Management Marketing Process - Website Proposal Marketing Process – Size of the Market Marketing Process – Content Messaging Marketing Process - Buyer Behavior Model Marketing Process – Lead Follow-up Marketing Process - Lead Rating Model Marketing Process - Terminology & Roles Marketing Process – Sales Conversion Marketing Process - Compelling Sales Presentation Marketing Process - Positioning Components Marketing Process - Differentiation Worksheet Marketing Process - Differentiation Summary Marketing Process - Business Canvas Marketing Process - Sales Process Marketing Process - Partner Process See more at Four Quadrant at http://www.fourquadrant.com/products/
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Marketing Process - Go-to-Market Plans
- 1. Marketing Process ! Go-to-Market Planning Templates! VIEW MORE TEMPLATES! ! fourquadrant.com/products
- 2. REVERSE ENGINEER BOOKINGS! INTERGATED PLAN! DATABASE! CONTACTS!AUTOMATION! DEMAND MANAGEMENT! METRICS! SALES TOOLS! Demand Creation Process! Measure all steps and incorporate feedback for optimization.! Decompose bookings to calculate the number of responses, MQLs and SQLs required to build the necessary pipeline.! Build a list of targeted companies.! Create, buy and rent contact information for desired title and roles.!SFA, lead scoring and lead nurturing.! 10 touch follow-up methodology.! Providing the right sales tools to the Sales Reps at the right time and in the right format.! SOLUTION! OFFERS! Create compelling offers that are relevant for buyers, with respect for the buying cycle.! Define the solution and compelling messaging going to market.! DEMNAD CREATION ! STRATEGY! Develop the chase, come, community and / or co-create approaches.! Align all Marketing resources to support the initiative in a comprehensive, logical and sustained manner.! MARKET SIZING! Defining the addressable and served markets.! Marketing Process - Demand Creation!
- 3. PREFERRED LEAD SOURCES! DRIVE ATTENDANCE! EVENT PARTICIPATION! RESEARCH – SOCIAL MEDIA! CONNECT & SELL! COMPETITOR ANALYSIS! ACCOUNTS! CHECK PIPELINE! DEMAND MANAGEMENT PROCESS! A list of accounts that you and your Sales Rep are working.! A disciplined approach to checking preferred lead sources each hour and day.! Drive attendance to online and offline events.! Work the physical events to place a face to the name and conduct competitive analysis.! Google, LinkedIn backgrounds, Twitter feeds, YouTube videos and RSS feeds.! Guaranteed live connections with contacts you specify.! Research competitive messaging, products, customers, events and influencer afffiliation.! Monitor the qualified opp’s that were handed off to sales to view progression in the pipeline.! DATABASE! RESEARCH - TRADITIONAL! Hoovers, Tech Crunch, InsideView, Stratascope, analyst reports, CRUSH reports.! A database that includes the right titles and correct contact info for all suspects.! FOLLOW-UP ACTIVITIES! A structured approach to completed scheduled follow-up activities.! Marketing Process - Demand Management!
- 4. TARGET AUDIENCE! WEBSITE STRATEGIES! USER EXPERIENCE! WEBSITE FEATURES! ENABLING PROCESSES! SCUCESS MEASURES! CRITICAL SUCCESS FACTORS! BUSINESS OBJECTIVES! DELIVERABLES! WEBSITE PLANNING PROCESS! These are the key objectives the website must deliver upon in order to be successful! These elements include clear definitions of who the website is intended for, broken down by degrees of priority, and the unique audience needs the website must address.! Outlines boundaries of success by defining how the website must accomplish the business objectives.! Outlines, at a high level, the overall website design strategy, including considerations for information architecture and creative design.! Outlines the short and long-term feature and content requirements for the website! Identifies the supporting business processes required to effectively operate the website.! Defines how success will be measured once the redesigned website launches! Defines how success will be measured once the redesigned website launches.! Documents the deliverables generated from the process.! Marketing Process - Website Proposal!
- 5. Marketing Process – Size of the Market! Over 100K! 50-100K! 25-50K! 10-25K! 5-10K! ! Total! # sq. ft. of DC! 192! 149! 241! 2,931! 2,236! ! 8,556! Market est. of the total # of co’s! 30%! 30%! 30%! 27%! 19%! % of total market opp available! 17,194,959! 3,215,099! 2,534,404! 11,982,163! 2,174,513! ! 37,101,138! Sq. ft of total market opp available! $61,807,200! $16,768,400! $16,085,207! $103,383,922! $21,592,313! ! $ 219,637,041! Revenue $’s that total market opp represents! 58! 45! 73! 789! 419! ! 1,384! # of co’s in served market ! 1! 4! 10! 8! 6! ! 29! Co’s that already purchased! 57! 41! 63! 781! 413! ! 1,355! Revised opportunity (# of co’s)! $1,680,000! $515,000! $302,000! $147,000! $55,000! Avg deal size (list)! 35%! 20%! 15%! 10%! 5%! Avg discount! $1,092,000! $412,000! $256,700! $132,300! $52,250! Avg deal size (disc)! $2,184,000! $2,472,000! $2,567,000! $1,323,000! $209,000! ! $8,755,000! Revenue! Total Opportunity! Estimate of Total Market Opportunity Available! Software Deal Size! FY’ XX! Estimates!
- 6. Resources Specific Topic Q1 Unique Selling Prop Value Drivers Differentiators Core Msg Core Msg Core Msg Persona Persona Persona Unique Unique Holistic Product Manager Product/Solution/Industry Marketing Public & Analyst Relations Social Media / Community Manager Subject Matter Experts (Internal) Professional Services Customers Analysts Influencers Academia Writers (paid) Guest Bloggers Speaking Opportunity! Webcast! Presentations (PPT, Video)! Blog Post! White Paper! Web Pages! Comments / Reviews! Analyst Briefing! Press Release, Advertising! Demand Creation Programs! Survey, Research Report! Case Studies! Marketing Process – Content Messaging!
- 7. Marketing Process - Buyer Behavior Model ! Initiate! Evaluate! IT leads the project!1! Ops! Finance! Mktg! Sales! IT! § Budget depends on org size and structure! § Unbudgeted requires “pass the hat” for funding! § Budget for Initiate is usually budgeted within IT! § Regardless, Finance has to release budget! § For Initiate, IT will seek approval from Ops, Sales and Marketing! § For Evaluate, IT needs to provide its approval! § ROI often required! § IT typically desire a trial version or sandbox environment! • IT asked to evaluate solution proposed by Operations, Sales, or Marketing! • IT initiates if they own and are revamping partner portal, or a broad IT initiative to reduce costs or to advance the IT architecture! Typical! Scenarios! 2! IT pulled into the project! Self educate based on a formal, existing process to buy tech! Typically, a formal process exists to compare, contrast and evaluate desired functionality! Operations to support a self service model to Sales and Marketing! Leverage search to find specific information (how it works) - keywords! Decrease IT operational costs (dollars and people)! CRM integration! Increases to revenue, productivity, partner satisfaction & decreased costs! Network with technical peers to get the real story! Speed and ease of deployment and support! Desire technical information & want to use the product to see for themselves! Will perform a comparative review of solutions vs build vs repurpose! Convert labor intensive manual tasks with automation! Want proof that it works and how it works, from trusted sources! Hosting Infrastructure! Contact technical resources at current sales automation provider! Provide a user experience that engages partners and makes doing their job easier, faster, better! Trigger! Search! Consider! Choose! Buy! Operational costs, TCO! Reduce IT burden by providing a high level of self service! Conduct a competitive and comparative review!
- 8. New Lead ! Created! Lead Status! § Disqualified! § Developing! § Working! § New! § Nurture! 30 Day 10 Touch Model! Qualified Opportunity! Initial meeting has taken place with clear next steps established! Project appears to be within the capabilities of the offering! A verbal that budget is available (or will be available) when technical decision is made.! Project timeline (award within six-months)! Competitive landscape (if known)! Key decision makers, sponsors and approvers identified! Understanding of compelling event (if available) ! Marketing! § Website! § Programs! § SEO/PPC! § Lists! § Events! § Seminars! § Web Visitors! § Social Media! SF Automation! InsideView! LinkedIn! Google! PeopleMaps! SalesGenius! Hoovers! iProfile! LinkedIn! Blogs! Tweets! Lead Assigned to:! § BDR! § ISR! § Sales Rep! Marketing Automation! DB Updates! Scored Suspect! Dead! Marketing Process – Lead Follow-up! 30 Day 10 Touch Calendar!Content! Hot! Nurture! Cold! Topical! Yes!Yes!Possible! Bridge! Yes!Yes!Yes!Possible! Solution! Yes!Yes!Yes!Yes!Possible! Product! Yes!Yes!Yes!Yes!Yes! Validate! Yes!Yes!Yes!Yes!Yes! T2! T1! E1! Wk 2! Wk 3! E3! Wk4! E4!T4! Wk 5! T5! Wk 6! E5! Wk 1! E2! T3! Response! Response! Response! Response! Response! No response! No response! No response! No response! No response! No response! No response! No response! No response! No response! Update Activity! Email #1 Next Day! Email #2 Next Day! Email #3 Next Day! Email #4 Next Day! Email #5 Next Day! Call #1 w/i 24 hours! Call #2 w/i 3 days! Call #3 w/i 5 days! Call #4 w/I 7 ! days! Call #5 w/I 9! days! Other Contacts, Same Co! Week! Mon! Fri!Wed! Thu!Tue! Stage 5! Stage 4! Stage 3! Stage 2! Stage 1! Scoring! Routing! Nurture! Lead Updated! & Appended! Lead Alert! Sent!
- 9. Marketing Process - Lead Rating Model! Secondary Qualification Questions! Question ! All! Scenario 1! IT Budget, Title, DM role! Scenario 2! Role in decision making! Approve, decide, recommend, influence ! Y! Y! Meets any 2 out of the 4 criteria! IT Budget, Title, Vendor! Scenario 3! All! Scenario 4! IT budget, Title, DM role, Vendor! Scenario 5!Criteria! SP, $, Empl, B2X! Scenario 6! All! Scenario 7! # SP sites! How many SharePoint sites up at your company?! Y! Group that manages SP! What group manages the SharePoint site?! Y! What internal and/or external groups use the SP site?! Who uses! SP site?! Y! Are your company total revenues ! >= $250 M! Revenue! Y! Does your company employ >= 1,000 employees globally ! # of employees! Y! B2B or B2C!Business! Y! Budget to ! purchase software! What is the size of your budget to purchase software?! Y! Y! Y! Title! Is your title a C level or VP level?! Y! Y! Y! Technology / vendors! Are X, Y and Z strategic partners! Y! Y! Meets any 3 out of the 6 criteria! Meets any 2 out of the 4 criteria! Meets any 3 out of the 6 criteria! Meets any 1 out of the 4 criteria! Meets any <=2 out of the 6 criteria! LEAD GRADE – Scoring based on secondary questions! A! A! A! A! B! B! C! Primary Qualification Questions! Criteria! Project budget, Timeframe, Web 2.0, Opportunity! Scenario 1! Budget, Timeframe, Web 2.0! Scenario 2! Web 2.0 Components! § Are you currently using Bogging, RSS, feeds and/or a Wiki! Y! Y! Budget, Timeframe, Opportunity! Scenario 3! Opportunity! § Is your company actively using SharePoint! Y! Y! Budget, Timeframe! Scenario 4! Timeframe! § Do you have plans (<=180 days) to incorporate Web 2.0 (B/W/R)! Y! Y! § Y! § Y Budget! § Do you have budget for a web 2.0 project (<=180 days)! Y! Y! Y! Y! Y! Budget! Scenario 5! A! A! A! A! A!LEAD GRADE – Scoring based on primary questions! Question!
- 10. Marketing Process - Terminology & Roles! Database! – Data entry, contact development! – Build, update and clean database! ! Demand Generation Vehicles! – Inbound and outbound! Automation! – Lead scoring, ranking and nurturing! ! Sales Development! – Prospecting! – Lead Qualification! – Set Meetings! ! Sales! – Inside Sales! – Outside Sales! – Partners! ! Marketing! Sales! Suspect! Response! Marketing Qualified Lead! Sales Accepted Lead! Sales Qualified Lead! Qualified Sales Opp! Forecast! Closed Won / Lost!
- 11. § Lead routing! § Sales force automation system! § Marketing automation system! § Corporate fact sheet! § Nurture paths! § Account research! § Prospecting emails and scripts! § Sales portal! § Presentation! § Data sheet! § Brochure! § Quick reference guide! § Success Story! § White papers! § Analyst reports! § Sales playbook! § Competitive, market trends and industry statistics! § Use cases! § RFP database! § Demo's! § ROI! § POC! § Strategy demonstration! § Project management demonstration! § Configurator! § Pricing & Quote! § References! § Executive assurance! § Onsite visits! § Implementation process! Sales Stages! Marketing Qualified! Lead 5%! Sales Qualified! Lead 20%! Upside Leaning! 40%! Closure Most! Likely 60%! Sales Requirements! Marketing Process – Sales Conversion! § Legal ! § Executive management ! In Purchasing! 80%! § Onboarding! Closed Won! 100%! § Target names and titles ID‘d! § Right industry, geo and size! § Potential for business pain suspected! § Have agreed to meet! § Willing to engage in a meaningful conversation! Sales Tools! § A live project identified ! § Solving the business problem is high on their priority list! § Business & technical requirements Cometitive review in progress! § Building a business case! § Action plan agreed upon by the Client! § Competition identified, on shortlist! § Have met with the sponsor ! § 50%+ chance of winning! § Have access to executive sponsor and other key influencers! § Technical win confirmed by sponsor! § Commercial win confirmed by sponsor ! § Have met w/Exec Sponsor! § Agreed on the next steps to complete the PO and/or contact ! § Time line is well known! § Decision in our favor ! § Pricing and terms negotiated and complete ! § In procurement stage! § Timing known! § Purchase Order and/or contract received! § Accepted by finance and revenue-able!
- 12. Communicate your understanding of the market, competitive forces and the company at hand Discuss traditional approaches to solving the problem Inroduce your innovative approach to the problem (a new lens and the financial impact) Plant landmines by embedding your differentiators in the mind of the prospect as key evaluation criteria How does your company apply technology to solve this business problem Talk about the customers success stories or anectodiets Demonstrate Industry & Company Knowledge Review Current Approaches Introduce The Twist Articulate What‘s Really Important Introduce Your Approach Provide Vicarious Validation The Story You Are Trying to Tell Marketing Process - Compelling Sales Presentation!
- 13. Marketing Process - Positioning! Market Analysis! External analysis of market forces and influencers! Competitor Analysis Analysis of communications and products of key competitors! Customer Analysis Analysis of customers, perceptions and actions! Company Analysis! nternal analysis of communications, content, people and product! Draft & Testing! Draft competitive positioning and market messages are tested! Refinement! Competitive positioning and market messages are adjusted! Phase 1! Phase 2! Phase 3! Phase 4! Phase 5! Phase 6! An iterative, agile, parallel, living process! Launch Competitive positioning and market messages are externally communicated! Phase 7!
- 14. Marketing Process - Positioning Components! Component! Description! Example! For! • For... defines who the customer is in terms they can identify with! § Exchange of data is necessary; possibly own data needs to be exposed! § Competitor has extended information! Who! § Who ... describes the customers’ problem, the compelling reason to buy your org’s solution! Provides! § Provides ... describes what you bring to market to solve the customers’ problems! § Application of results to the own company is difficult! § Research and exchange of data (data transfer) is complex and time-consuming! Unlike! § Unlike ... contrasts what competitors do and credibly positions them relative to your organization! Only your organization! Only your organization ... highlights the key differentiators of your company’s solution relative to other market players! § Application of results to the own company is difficult! § Research and exchange of data (data transfer) is complex and time-consuming!
- 15. Required Market Capabilities Us Co X Co Y Co Z Importanc e to Market Level of Difficulty Reporting 7 5 Dashboards 9 5 Ad hoc Report / Query 6 5 Mobile 9 8 Interactive Visualization 8 9 Embedded Advanced Analytics 8 9 Online Analytical Processing 6 6 Metadata Management 5 7 Data Mash-up & Modeling 8 7 Development Tools 5 6 Collaboration! 7 8 Support for Big Data Sources 9 9 Marketing Process - Differentiation Worksheet!
- 16. Marketing Process - Differentiation Summary! XX! XX! XX! XX! XX! XX! XX! XX! XX! XX! XX! § Point 1! § Point 2! § Point 3! § Point 1! § Point 2! § Point 3! XX! XX! XX! XX! XX! § Point 1! § Point 2! § Point 3! § Point 1! § Point 2! § Point 3! XX! § Point 1! § Point 2! § Point 3! XX! XX!XX! Your Organization’s Offering Score! Competitor 1 ! Score! Delta! Importance Rank ! to Customer (1-10)! Key Points to ! Communicate! Scorecard! Criteria 5! Criteria 4! Criteria 3! Criteria 2! Criteria 1!
- 17. ! ! ! ! Technical Criteria (Non-selling)! Business Criteria (Selling)! Exploring! § Prequalifying! § Research! § Profiling! § Learning the organization! Sponsoring! § Right person! § Right agenda! § Right time! § Dimension! § Value (process)! Leveraging! § Vendor of choice! § Hard results! § Soft results! § Impact (repp)! Marketing Process - Sales Process! Functions! (manual)! Uncovering the unknown! Recommender! Features! (components)! Intro knowledge relevant to the subject at hand! Influencer! Advantages! (the edge)! Map our ideas to their personal and professional interests! Decision Maker! Benefits! (results)! Value of partnership! Approver! Prospects Focus! Sales Activity! Sales! Mode! Initiating! § Data gathering! § Documenting! § Requirements! § Learn Bridges!
- 18. Marketing Process - Business Canvas! Partners! § Twitter community! § FaceBook community! § LinkedIn community! ! • After initial success formal partnership with Accenture! Value Proposition! Simple Application to Manage, Track Goals and Objectives in Real-Time ! Customer Segments! § Business Executives in Large to Medium Enterprises! § Consumer – Competitive Sports, Mommy Bloggers! ! § School – Learning Objectives! Cost! § Development – Enhancements & New Platforms! § Marketing ! § Delivery operations cost! Revenue Streams! § SaaS model! § Try and buy model, pricing $20/month/seat for business! § Fremium model for cosumers, advanced version at $25/ year! Description 2! Customer Relationship! § This is a placeholder text. ! § This is a place- holder text.! § Placeholder text.! § Your text.! Channels! § Social! § Web | SEO! § Email Mrktg! § Blog | Authority! Activities! § UI/UX! § Development! § Marketing! Resources! § Reliable rolodex and network!
- 19. Marketing Process - Partner Process! § Identify areas for partnering! § Define partner capabilities! § Identify potential partner profiles by using partner selection criteria! § Create interest among the potetnial partners! § Apply partner selection criteria for value of partner! § Develop a win/ win value propostion! § Develop a mutual agreement on technology, sales, marketing, implementation and support! Define! identify! Market! Screen! Sell! Plan & Agree! A living process driven by a strategic agreement that is regulated by formalized daily operations!
- 20. Marketing Process ! Go-to-Market Planning Templates! VIEW MORE TEMPLATES! ! fourquadrant.com/products