Download as PDF, PPTX
Uploaded byMarketo
How you scale your marketing smarter - Pandemic or not
The document discusses how to scale marketing as a company grows from a small startup to a large global organization. It outlines 5 phases of team growth: 1) Marketing is needed - One or two people start the marketing function and experiment. 2) Multiple hats - The team grows to 5 marketers who try to deliver different functions. 3) Specialization - The team grows to 10 marketers and specializes into lead gen and branding. 4) Globalization - The team expands globally to 15 countries with defined central and field functions. 5) Pandemic - The team adapts to working remotely during COVID-19 by focusing on key projects. The document provides recommendations for each phase
More Related Content
Similar to How you scale your marketing smarter - Pandemic or not
![Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]](https://cdn.slidesharecdn.com/ss_thumbnails/improvingcxwithai-microsoftcasestudysiriusdecisionssummit2017-170523005614-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
How you scale your marketing smarter - Pandemic or not
- 1. How you scaleyour marketing smarter - Pandemic or not Segolene Finet - CMO @SegoleneFinet
- 2. 2 100% SaaS player:need to acquire market share fast Sales-driven organisation Marketing drives majority of the sales pipeline Highly competitive market with LARGE competitors Talentsoft context 7,8 14,4 21,5 27,3 37,1 51,5 65,5 80 100 0 20 40 60 80 100 120 FY 12 FY 13 FY 13 FY 15 FY 16 FY 17 FY 18 FY 19 FY 20 Invoicing in € millions
- 3. 3 Growth isn’t linear,and isn’t a nice series of steps either TRADITIONAL MARKETING DEMAND GENERATION INTEGRATED PIPELINE REVENUE MANAGEMENT How it really feltWhat the slides will show
- 4.
- 5. 5 o Scope: one mainmarket o One or two brave souls start the marketing function Growing your team - Phase 0 – MARKETING NEEDED What’s good about this period: - It’s a bit like “playing house” - You can experiment a lot What’s difficult about this period: - Feeling of constant firefighting - Not easy to measure success - No specialisation of team What I recommend: - Hire good trainees early - Hire a CMO early
- 6. 6 o Scope: one mainmarket, and some emerging markets o 5 marketers + CMO o A few brave marketing professionals try to deliver a bit of every marketing function Growing your team - Phase 1 – MULTIPLE HATS What’s good about this period: - Everyone is a generalist so they learn a ton - Everyone is very flexible: you can move projects around What’s difficult about this period: - High risk of burnouts - Hard to focus and deliver on with consistency - People can’t imagine their future clearly - You can only afford junior people What I recommend: - Clarify ASAP what’s Demand Gen versus what’s Branding and get people to focus
- 7. 7 o Scope: 5 countries o 10marketers + CMO o First major capital increase o Field marketing function emerges o Clarification of lead gen/ branding o Deployment of marketing automation Growing your team - Phase 2 – SPECIALISATION What’s good about this period: - People are happier as they specialise in their strength - Marketing becomes more professional - Higher productivity What’s difficult about this period: - Risk of burnout for the CMO (too many direct reports and operational responsibilities) - Deployment of marketing automation tools drains time and resources before paying off - Old timers have trouble with reduced scope What I recommend: - Don’t wait to bring seniority in
- 8. 8 o Scope: 15 countries o 17marketers + 3 managers + CMO o 2nd major capital increase o Central and field marketing functions get defined o Branding in international markets o Content marketing strategy o Corporate marketing automation expertise center o France is just “a market” and doesn’t take over corporate resources Growing your team - Phase 3 – GLOBALISATION What’s good about this period: - CMO can now breathe because added layer of managers - Org is very scalable – easy to add countries - Internal mobility is possible What’s difficult about this period: - Harder to obtain team cohesion & alignment - Market have very different maturity levels → tensions What I recommend - Put effective reporting in place ASAP - Structure internal communication - Harmonise processes ASAP
- 9. 9 o Scope: 15+ countries o 26marketers + 3 managers + CMO o Focus on customer engagement o Focus on building European brand o Focus on ROI, metrics, overall efficiency o More sophisticated use of Marketing Automation: ABM, dynamic content, etc. Growing your team - Phase 4 – NEW AMBITIONS What’s good about this period: - Everyone can grow their skills - Brand equity = easier to recruit What’s difficult about this period: - Need to fight marketing silos - Need to redefine FMM roles vs central ones - CMO has to let go and manage differently What I recommend: - Get tools to help with marketing planning, budgeting, ROI analysis, etc. It’s a big machine now. - Structure team vision, mission, values, etc.
- 10. 10 o Scope: 9 countries o 27marketers + 4 managers + CMO o Working 3 days a week and 100% remote o With lots of young kids (!) o Focus on 3 key projects : • User conference • Digital lead gen • Customer Satisfaction And keep marketing tech + reporting going Growing your team - Phase 5 – Global Pandemic What’s good about this period: - Everyone is super engaged - There is lots of kindness and solidarity - People are super flexible about jobs and duties - We have to work differently What’s difficult about this period: - Difficult to address any deeper HR issues - Workload “equity” impossible to obtain - We have to work differently (!) What I recommend: - Get collaborative tools in place BEFORE the next crisis. - Never wait to address performance issues. - Invest in experienced managers.
- 11.
- 12. 12 Growing the Technologystack TRADITIONAL MARKETING DEMAND GENERATION INTEGRATED PIPELINE REVENUE MANAGEMENT Emailing software salesforce All data in Marketo Optimise entire funnel scoring nurturing campaigns 100+ landing pages lead-gen optimised corporate website Salesforce Go to Webinar ABM pilots A/B testing on website Content marketing 700+ landing pages at Internet Salesforce community for customer engagement ON 24 ABM for all countries Focus on speeding up sales cycle & BOFU content Leverage Marketo for cross-sell Campaign-level ROI analysis Planning & Calendar DAM deployment
- 13. 13 LEAD GEN ISA TECHNOLOGY BATTLE ▶ invest is your technology stack early on MARKETING AUTOMATION IS A MINDSET ▶ hard to know who has is and who doesn’t GROWING SKILLS IN-HOUSE IS NO GUARANTEE OF KEEPING COMPETENCIES ▶ have a mixed model with expertise both in-house and outside NEVER ASK YOUR IT TEAM TO CHOOSE BETWEEN SUPPORTING YOU OR SUPPORTING CLIENTS ▶ keep control of budget and tool DON’T UNDERESTIMATE THE COST OF INTERFACES ▶ buy as much tech as you can from a single vendor YOU ARE IN IT FOR THE LONG HAUL ▶ pick vendors who can challenge your team & processes for a long time THIS IS NOT AN EXACT SCIENCE ▶ accept that sometimes you will have to unbuild what you have built Lessons learned
- 14. 14 o The tools thatwe invested in to manage growth are the tools that are helping us respond to the crisis and show resilience. o Having people autonomous on marketing automation is critical for pivoting fast. o Very important to have fully trained backups for any “technical jobs” and give them the proper licences/rights on the system. o The “painful” areas are the jobs we didn’t digitalize enough (like content production and management). o Thank God for collaborative tools – we couldn’t have done this just with email. o But I do wish we had put Trello in place before. Lessons learned during Covid19 crisis
- 15.
- 16.
- 17. 17 And first camedemand gen 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Phase 1 Phase 2 Phase 3 Demand Generation Brand Awareness Customer Engagement
- 18. 18 o Leverage digitaltools to look bigger than you are o Segment your audience precisely o Be ruthless about evaluating new events or programs o Create thought leadership (starting small is OK) o Invest in AR instead of PR Brand Awareness on a budget
- 19. 19 o What your brandconveys during a crisis will BE your brand after the crisis. o It’s better to be a bit too silent than to be tone-death. o Branding is a team sport – especially during a crisis. o Pivoting content strategy (ebooks, etc.) is slow going – we had better luck with thought leadership (co-founder blog posts). Lessons learned during Covid19 crisis
- 20. 20 Customer engagement –online and offline Club Talentsoft brings 1000+ customers and key stakeholders together every year Talentsoft Community brings together 4000 customers every week
- 21. 21 Customer engagement –how marketing brings it all together ONBOARDING ENGAGEMENT ADVOCA CY EXPANSIO N Go live Award Project question Engagement Phase Enablement Survey Business Review Anniversary Wishes Thank you Card Welcome Emails Welcome Kit Onboarding Video Project Kick Off Call Run Ticketing Access Access TS Community Reward Program Cross-SellNPS Sales & project Customer Care, Premium, CSM, Account Manager & Marketing
- 22. 22 TO IMPACT CUSTOMERENGAGEMENT, MARKETING HAS TO DEEP DIVE INTO PROCESSES OUTSIDE OF MARKETING ▶ no more comfort zone IMPACTING CUSTOMER ENGAGEMENT MEANS BREAKING ORGANISATIONAL SILOS ▶ it takes change management skills & advocacy CUSTOMER ENGAGEMENT (LIKE LEAD GEN!) IS A DATA BATTLE ▶ First questions to ask: where is customer data? What quality is it in? And does it provide a 360 view of the customer? CUSTOMER ENGAGEMENT PROGRAMS REQUIRE INTERNAL TRUST ▶ Marketing impact is harder to measure, success is 100% collective Lessons learned
- 23. 23 o Even the least“digital” customers are very happy to go digital when there is nothing else. o Communication with customer during a crisis is EVEN MORE a data battle. The more you know about them, the more you can segment your messaging – and that’s critical in highly emotional times. o Ideally you would want only 1 to 1 communications to customers – but that’s hard to scale. o More than before it’s time to open up and ask them what they want from you. Good response rate from satisfaction survey! Lessons learned during Covid19 crisis
- 24. 24 1 Plan for non- lineargrowth of your team Stay in touch? [email protected] 2 Build a strong base for your marketing Tech stack 3 Revisit Marketing missions at each major growth phase
- 25. The European leaderin Cloud-based Talent Management and Learning Present in 15 countries France, Netherlands, United Kingdom, Sweden, Denmark, Norway, Germany, Switzerland, Belgium, Italy, Spain, Brazil, Canada, Singapore, Mexico, Israel www.talentsoft.com