GE Healthcare - Marketing Automation Roll Out Plan & Framework - v11.0sa

GE Healthcare - Marketing Automation Roll Out Plan & Framework - v11.0sa

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  Imagination at work. CustomerEngagement - Marketing Automation Platform Roll-Out & Project Framework Q1 - 2015 Sal Abramo GE Healthcare Global Marketing Automation Director
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  To enable revenuegrowth by automating customer engagement throughout the buying cycle. We will focus on three key priorities: 1. Increase Customer Intensity throughout the buying cycle 2. Make “Better Bets” through a simplified lead management process 3. Leverage technology to make better, faster decisions at the customer level Project Mission Statement Our design approach will leverage technology to simplify & improve core processes, customer focus & speed Higher quality of engagement  leads  conversions  wins
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  Project Will FocusOn Three Key Priorities • Fewer, better qualified leads • Customer insight and profile data that enables a faster and higher level of intensity and engagement • High visibility of customer engagement through the buyers journey and beyond Sales Ready Lead Lead Lead • B2B customer buying processes have changed, with customers engaging later in the sales cycle • GEHC currently has no automated way to engage with customers early in the sales cycle • Many customers contact us already to committed to a solution • Sales & marketing define leads • Prioritize “hot” leads based on scores • KPIs improved:  win/loss ratio  sales cycle velocity  efficiency & productivity  customer focus ? ? ? GE GE Customer Intensity “Better Bets” Data Driven Decisions
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  Why are wedoing this? • Marketing Automation with triggered lead nurturing and progressive profiling enable a new higher level of marketing • Ability to develop & release new offerings quickly (Agile) • More collaboration, intensity, & simplification • Better leverage global shared services, expertise, & resources • Less variation, standard processes, and drive simplification • Because of industry consolidation and slow growth in many markets, mandate we be more efficient and effective with our marketing and sales spend • Metrics and data driven actions and analytics are required to be competitive • Customers and prospects are demanding a more integrated and coordinated sales and marketing approach • Our markets are demanding a new level of agility to enable success Growth Market TechnologyOrganization Customer
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  Why do this? Resultsof High Performance Organizations That Have Implemented Marketing Automation 5 Average High Performance Lead to Close 15.3 27.2 Sourced Pipeline 15.5% 30%+ Close Rate 19% 24.5% Influenced Pipeline 52% 70% + Marketing Touches 25 + 15 - 20 Programs 50 + < 30% Program Design Single Channel Multi Channel Campaign Focus Product Solution Primary Source eMail Web Marketing Pipeline Cost 2% - 3% .5% -1.5% SiriusDecisions 2015 Perspective
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  What Will SuccessLook Like? Marketing & Sales Teams • We will have a powerful tool enabling agile customer & prospect engagement • Enabling us to acquire new contacts, capture behaviour, target & personalize campaigns • Providing greater insight and visibility into the buyers journey • Sales and marketing have a higher level of engagement, alignment & partnership • Higher quality of engagement  qualified leads  faster conversions  more wins Management Reporting • Salesforce & Marketo integration enables data driven decisions & optimization • Greater visibility into business results through dashboarding & improved metrics Project Team • Successful global platform roll-out with a high level of engagement and full adoption
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  What are theexpected benefits? Simplification & alignment - an integrated and automated sales & marketing process across the organization. Agility & speed – we will have the ability to clone and go – faster campaign execution Improved customer satisfaction – new level and stream of qualified leads & better front to back user experience Data driven more effective marketing & sales – access to better dashboards/analytics - Better decisions and more effective spend Improved marketing & sales operations – bi-directional and real time linkage between SF and Marketo eliminates slow and error prone manual processes A better customer view – creating customer profiles with view of customer interactions & insight Leverage the expertise - best-practice sharing and enhanced functionality across GEHC
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  A Phased Approach– Initial 3 Project Phases Process alignment precedes system configuration Discovery Phase 1 Definition Phase 2 Building The foundation • Establish Project Scope & Timelines • Build Team & Assign Roles • Formal Project Kick- Off • Develop Deep BU & GEO Insight • Enable Resources • Launch Initial Learning Pilots • Uncover Data Readiness • Lead management processes • Agree to Initial SLAs • Lead scoring, Tacking & Routing • Establish Initial KPI’s & Governance Defining & Aligning Processes and Definitions • Focus on Sales & Marketing alignment definitions & handoffs • Document Key Processes • Incorporate Pilot Learnings • Define Solution • Focus on Process & Content • Lead Nurturing • Establish Marketing ROI Measurement Baselines • Initial Team Training • Verify adoption Deliver Build & Refine Systems & Sustainability Definition Align & Define Processes & SLAs Discovery Baseline Current Processes Deliver Phase 3 Build, Deliver & Refine Systems Capabilities • Finalize The Integrated SF/Marketo Solution • Large Scale Production • Focus On Data Model and Management • Dashboards, Metrics & Reporting • Lead Life-Cycle & Analytics
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  Sales and MarketingWill Have A Common Understanding of Lead Flow and Process Marketing Activity Campaigns Raw Inquiry Nurture Lead Scoring & Routing Not ready, Nurture MQL SQL Converted Nurture Qualified Not ready, Nurture Contact Opportunity
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  MARKETO-SFDC Process Sales & Marketing Alignment Lead& Opportunity Management Data Quality & Management IT & Marketing Content & Digital Assets Building & Configuration Training & Development Launch Focus On Improvement Skills, Training & Metrics Marketing & AP Marketo Roll-Out - Project Structure Key Work Streams Sales & Marketing Agree On Hand-Off and Definitions Establish the life of a lead, SLA’s Service Agreements & Lead Scoring Agree to and lay out the principles of data management, hygiene, & appending Evaluate current & planned content understand gaps need to fuel Marketo Consolidate the documented processes from lead management to build out the platform Prepare the business for the new processes And technology - both sales & marketing With the system configured the lead scoring And lifecycle in place you are ready to launch Salesforce & Marketo integration delivers metrics & dashboards enabling improvements
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  The Roadmap ToCustomer Engagement High-Level Marketo Roll-Out Plan Feb 26, 2015 1 Discovery Process • Deep BU Insight • Establish Timeline • Project Scope • Recommendations And Priorities 2015 Q1 Jan - Mar 3 Delivery Phase • Segmentation Model • Data Management • Finalize Integration • Production Launch 2015 Q4 Oct - Dec 2 Definition Phase • Document Process • Focus on Training • Verify Adoption • Nurture Programs • Content Focus 2015 Q3 Jul - Sep 1 Discovery Process • Establish KPI’s • Launch Initial Pilots • Executive Review • Finalize Priorities • Sales & Mkt Align 2015 Q1 Jan - Mar 1 Discovery Process • Establish Team Acquire Resources • Hold Discovery Workshops • Roles Assigned 3 Delivery Phase • Lead Lifecycle • Data Management • Metrics & Reporting 2016 Q1 Jan - Mar 3 Delivery Phase • Build Solution • Production Live • Web Strategy • Governance 2015 Q3 Jul - Sept 2 Definition Phase • Define & Finalize Solution • Initial Pilot Learning • Data Readiness • Formal Kick-Off 2015 Q2 Apl-Jun2015 Q1 Jan - Mar JAN-MAR APL-JUN JUL-SEP OCT-DEC JAN-MARCH APL-JUNE
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  Next Steps • FinalizePriorities, Plan & Team • Establish Resources • Kick-Off Project – Q2/2015 • Continue Driving Pilot Projects • Develop Communications Plan • Continue Sales, Marketing, BU & Geo Deep Dives, Definitions, Hand-Offs, Opportunity Mgt, Lead Scoring Model, Data Readiness…
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  Imagination at work. 4 It’sa journey, not a destination
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  Thank You! Sal Abramo GEHealthcare Global Marketing Automation Director Cell: 817-341-9946
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  Appendix See tutorial regarding confidentialitydisclosures. 15
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  A Philosophy ForUs To Pursue If the data is not in Salesforce or Marketo it does not exist. 16
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  HOW MARKETING AUTOMATIONCAN HELP Campaign Management • Event-triggered campaigns • One-to-one personalization • Multi-channel communication Contact Management • Consolidate “clean” data • Acquire new contacts • Capture behavior • Segment for relevancy • Manage contact permissions Lead Management • Score leads • Route leads • Nurture leads • Real-time lead alerts • Integrate with CRM Marketing Measurement • Tactical metrics • Segment analysis • Conversion metrics • Pipeline and influenced Revenue
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  A Leaky FunnelIncreases Acquisition Costs Wasted marketing investment in lead generation Many old leads are sitting in CRM No method for prioritizing which leads to qualify Sales productivity is lower than it could be Marketing getting a bad rap from Sales Source: Forrester’s, Best Practices: “Improving B2B Lead Management”
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  @ScottAVaughan Focused Lead Scoring WhatWill Be Scored? What They Have Done Implicit (Digital Body Language) •Email Open/Email Click •Web Site Visits •Return & Form Activity •Content Interaction •Activity Velocity Who They Are Explicit •Lead Source/Current Account •Demographics (job role, buyer persona, company size, location, department) •BANT Questions/Progressive Profiling
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  MA Platform Roll-OutProject Team Roles and Responsibilities 20 Sales & PartnersMarketingAdvisory • Sponsor project plan & implementation • Define desired strategic outcomes and success criteria • Engage in updates and discussions with leadership team • Input at key decision points • Approves project milestones & recommendations • Meet monthly as committee • Working team of expert marketers representing each business and/or modality • Baseline and benchmark current lead management processes in their respective business • Gather needs and input from key business stakeholders (ongoing) • Attend and participate in several region workouts with other marketing and sales colleagues • Serve as business “Communication” hubs • Meets as needed toward successful completion • Working team of expert commercial colleagues representing each business and/or modality • Gather needs and input from key business stakeholders (ongoing) • Attend and participate in several region workouts • Serve as business “Communication” hubs • Enable and support process and system implementation • Meets as needed toward successful completion
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  Core Areas OfDiscovery Uncover & Validate Automation,Lead& Campaign Management • Demand Type & Targeting • Customers and Prospects • Waterfall & The Buyers Journey • Addressable Universe & Scope of Targeting • Segmentation, Insights & Personas • ID Gaps, Misalignment & Better Ways to Engage • Lead Management, Scoring & Routing • SF Lead Model and Data Flow • Lead & Campaign Reporting • Scoring Model, Sources, Hand-Offs, Steps & Work-Flow • How Leads Are Created In SF • Reports, Dashboards & Metrics • Content Readiness • Audit Content To Support MA • Campaign Tracking • Tracking Campaign Success • Campaign Development • Testing, Single-Touch, Multi-Touch, Nurture Governance,Training,Systems& Data • Areas Requiring Governance • User Training Needs • Best Practice, & Global Workflows • Regional & Remote Users • QA, Resources, Compliancy, Needed Processes • Skills and Gaps • Templates, Cloneable Reference Library • ID Gaps, Misalignment & Better Ways to Work • Data Flow, System Limitations • Data Quality • Data Sources • Data Models, Data Structure & Normalization • Hygiene, Duplication, Data Fields, Consistent Terms • Campaigns, List Purchase, Events, Uploads • eMail Domain Authentication • Baseline & Validate Domain Sender Scores • Web Forms & Campaign Landing Pages • Standardized Form Fields & SF/Marketo Data Model • Tracking Scripts, Multi-Variant Testing • Optimize campaign Results A/B Testing Anticipated Learning From Pilots 21
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  Map Of CurrentLead Process
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  Lead Process -Future State