The CIO's Guide to Marketing Automation

1. The CIO’s Guide to Marketing Automation

2. what we’ll cover today
•
•
•
•
•
The Modern SaaS Ecosystem
Marketing Automation Trends
Adopting MA? Key Considerations
Blueprint for integrating MA & CRM
Technical considerations
www.salesfusion.com
© 2014 Salesfusion

3. who we are
•
•
•
•
•
•
Pioneer in lead to revenue management - the only MA platform built on a
CRM database
Integrates to more leading CRM systems than any other MA platform
The best marketing automation platform in the industry for integrating
marketing to sales
750+ Clients in 22 countries
Known for unique approach to client services & training
All-in-one approach to marketing platform
www.salesfusion.com
© 2014 Salesfusion

4. technology landscape
•
•
•
The modern SaaS
ecosystem for
demand/front-office
technologies
Rapid evolution
Fragmented point
solutions moving to
core technology
www.salesfusion.com
© 2014 Salesfusion

5. Marketing technology adoption
•
•
•
•
$17 Billion market by 2017
Rapid migration to platform
approach – think CRM circa
1999
Buyer behavior and social web
driving adoption
Integration of marketing and
sales is key driver
www.salesfusion.com
© 2014 Salesfusion

6. Why the CIO should care about marketing technology
The Core Enterprise
Within CIO’s Control
The Marketing Enterprise
Wild West of cloud apps
Email
Social
Web
Low cost solutions
acquired with
credit card and no
IT involvement
PPC
Surveys
No connection to the core enterprise
www.salesfusion.com
© 2014 Salesfusion

7. why the CIO should care about marketing technology
This exists
because CRM alone is not
enough
•
•
•
•
Buyer behavior has changed
Communication has changed
Engagement has changed
Channels have changed, evolved
and increased in variety
• CRM has largely remained the
same….
www.salesfusion.com
© 2014 Salesfusion

8. challenges with modern B2B Sales
(and the CRMs that support it)
The buyer journey has become self-paced
www.salesfusion.com
© 2014 Salesfusion

9. why is marketing automation so hot?
• Severe disconnect exists between marketing & sales
• And C-level knows it needs to be fixed
•
•
•
•
Buyer control of online product research
The social web removes power from sales
CRM supports the “old way” of selling
MA supports the “new way”
www.salesfusion.com
© 2014 Salesfusion

10. persistent disconnect between marketing and sales
• Resulting from marketing
technology operating
outside of the core (CRM)
• Symptomatic of outdated
demand processes
www.salesfusion.com
© 2013 SalesFUSION
© 2014 Salesfusion

11. matching processes with buyer behavior
• Marketers are focusing on
the new buyer journey
• Establishing processes that
are enabled by technology
• Processes bring marketing &
sales together
• Result in better decisions
based on analytics
www.salesfusion.com
© 2014 Salesfusion

12. matching processes with buyer behavior
This Results in…
BIG DATA
www.salesfusion.com
Marketing needs
IT help to
manage, interpret,
store and optimize
© 2014 Salesfusion

13. why the CMO/CIO must get on the same page
•
•
•
•
CMOs are challenged with being
100% focused on revenue
Budget decisions driven by
revenue outcomes
Revenue outcomes require
integration of marketing systems
with CRM
Integration requires marketing,
sales and IT involvement
www.salesfusion.com
© 2014 Salesfusion

14. when the CMO comes a knocking….for money
•
•
•
•
Who owns the MA Budget?
Are all factors being
considered?
How much will be allocated to
integration project?
How much IT involvement will
be needed to integrate and
support?
www.salesfusion.com
© 2014 Salesfusion

15. MA decision criteria
•
•
•
MA decision has been based
on price and integration
Integration as a key driver for
vendor selection
Collaboration between
Marketing & IT is critical
www.salesfusion.com
© 2014 Salesfusion

16. who’s using the MA system?
•
•
•
Sales access of MA data is
increasing (makes perfect
sense)
Most access occurs through
the core CRM platform
Understanding how MA data
connects to CRM is key
www.salesfusion.com
© 2014 Salesfusion

17. MA and CRM Integration
•
•
Connect with web services
Connect with API
Prebuilt connections with
CRM apps
Contact, lead & accounts are
connected via GUID, Email &
Persistent Cookie
Data from MA is synched to
CRM in real-time and/or batch
www.salesfusion.com
Contact Card
Address Phone/Email….etc
Lead Source
Lead Score
Navigation
•
•
•
Activity History
Opportunities
MA Data – web, email, forms,
events….in objects and/or iframe
© 2014 Salesfusion

18. MA and CRM integration
•
•
•
Combination of
single and bidirectional data flow
MA system acts as
front end DB for
website and
unstructured
campaign data
Data flows are
dictated by how a
company maps
lead flow process
Account
Contact
Lead
Task
Opportunity
Email
Forms
Events
Web Activity
Campaigns
Lead Score
www.salesfusion.com
© 2014 Salesfusion

19. a project guide for implementation of MA
•
•
•
•
•
The MA system must have access to contact, account, activity and purchase
data.
Data flows between corporate applications is critical to understand how they
work together to form one system that will power the MA.
Understand all touch-points between applications to indicate how a new or
revised record (e.g. contact, account, opportunity, activity) in one updates
corresponding records in others.
If these updates aren’t occurring, a master data management project should be
initiated.
If the customer relationship management (CRM) system serves as the central
repository for all contact and account data, the MA system will only need to
integrate with the CRM system;
Source: SiriusDecisions
www.salesfusion.com
© 2014 Salesfusion

20. IT implications
•
•
•
System limitations and requirements. How a MAP can be integrated and its data
structured is strongly influenced by the applications currently in place. Outline limitations
and requirements of the CRM concerning how it ingests, maintains (structure and
normalization) and provides data for transfer.
CRM user license. The MA is integrated with an organization’s CRM system via a user
license; other options include Web services, a secure file transfer program or middleware.
Advise IT and the CRM administrator of this project requirement, and identify any internal
concerns.
Email authentication. An MA should adhere to email sender authentication standards such
as DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF) and Sender ID.
This authenticates email messages sent from the MAP, increasing the probability of
getting them through to a customer/prospect inbox rather than ending up in bulk mail
folders. Notify IT of this requirement, identify any internal concerns.
www.salesfusion.com
© 2014 Salesfusion

21. IT implications
•
•
•
Website access. The MA System will require installation of visitor tracking code on the
corporate website. This is installed similarly to Google Analytics
CRM Installation. In many cases the MA physically installs add-on tables and/or
objects/entities in CRM. The CRM administrator must lead this portion of the integration
Internal Support. An IT employee is typically responsible for managing support related
issues with the CRM integration and will work with the MA vendor to ensure the
integration is functional
www.salesfusion.com
© 2014 Salesfusion

22. doing it right pays dividends
www.salesfusion.com
© 2014 Salesfusion

23. doing it right pays dividends
•
•
•
Tangible benefits to
integrating marketing & sales
C-Level executives are
beginning to understand
implications
The new buyer journey will
drive companies to adapt to
this new reality
www.salesfusion.com
© 2014 Salesfusion

24. Q&A
•
•
•
•
Learn more at www.salesfusion.com
See a live demo
Follow our blog for tips/best practices
Thanks for joining us today!
www.salesfusion.com
© 2014 Salesfusion