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SunGard's Marketing Secrets for Revenue and Sales Alignment

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Marketo
Marketo

Everyone knows that technology by itself can only get you so far – even great software must be paired with business process change and organizational collaboration to yield the greatest possible results. But how do you take a transformational set of marketing goals through to execution and success? Join Christine Nurnberger, VP of Marketing at SunGard Availability Services, and Cyndie Beckwith, Executive Director of Expert Services at Marketo, to learn about approaches to making the most of an enterprise marketing automation implementation, including how to: -Optimize processes for revenue generation and sales-marketing alignment -Make the business case for implementing marketing software -Partner with your vendor to jointly navigate a framework for project success

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www.sungardas.com SunGard’s Secrets for Revenue Generation
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY SunGard Availability Services Marketing Revolution  Lead volume focus  Whitepapers circa 2008  Spray and pray  Linear campaigns  Limited availability to test subject and asset performance  No visibility for sales into campaign or web activity  Campaign KPI reporting only 2  Alignment with revenue performance objectives  Content-centric marketing  Granular segmentation  Progressive nurturing and scoring programs  Extensive testing before every launch  Sales integration with marketing activity  Closed loop to revenue
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY 3
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Revenue Modeling – Cost Center to Profit Center 4  Goal – predictive, scalable model  Analysis is both top down and bottom up  Quota assigned to all marketing functions
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Content Marketing Development 1. Is the topic customer/prospect driven? • Listening across social channels, community forums, and our own Learning Lab 2. Aligned with market trends? • Vetted with analysts, industry consultants, thought leaders 3. Compelling? • Duh! More difficult than you might think… 4. Going to break through the noise? • Creative, aligned with the right audience, delivered through the right channels 5 How can we break through the noise????
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY “Zombie/ WWZ” Email Spotlight • Infographic generated 2,846 clicks to date across marketing channels • 1-click social share function added to campaign and generated: • 439 Clicks on LinkedIn Share • 394 Clicks on Facebook Share • 222 Clicks on Twitter Share • Survival Manual generated 2,405 clicks to date across marketing channels • 200 clicks on the zombie survival kit promotional giveaway • 1-click social share function added to campaign and generated: • 329 Clicks on LinkedIn Share • 323 Clicks on Facebook Share • 310 Clicks on Twitter Share Non-responder version Responder version
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY “Zombie Survival Kit” Promotion Mail 1- video loaded on Flash drive Mail 2 – “Zombie Survival Kit” w/ personalized letter & Cloud and/or DR printed asset Media contact @ZDNet… “It elevated the visibility and memorability of SunGard AS in my mind.” Tweet from Rachel Dines- Analyst, Forrester… “Just received everything I could ever need for the zombie apocalypse. Thanks @SunGardAS and ZAPA! Derek Brown, CSIO, West Penn Allegheny Health Systems to Allen Rich, Sarah Ezell…“Hey, nice marketing campaign – loved the zombie survival kit – very nicely done!”…and the brochure was on his desk! Media contact @Information Management… “It’s one of the most creative campaigns I’ve received and thanks to that, SunGard AS is high on our radar now for interview opportunities” Media contact @eWeek... “I don’t think I’ve had a personalized video like that previously, I’m honored”
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Example - Prospect Nurture Program 8
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Example Prospect Campaign Highlights – by the numbers • Click-to-open rate has increased by 42% over 2012 • Increased target audience by 150,000+ contacts • NEW social share function resulted in 1055 total clicks • “Cost of Doing It Wrong” whitepaper yielded highest click-to-open rates among C- Level Executives and VP/SVP level and is the top performing asset to date 9
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Why we chose Marketo over Eloqua  Marketo offers a robust marketing automation system, yet is user friendly and allows the team develop and drive their own advanced marketing programs  Tight integration with Salesforce, that is easy to implement and manage (no data cards)  Template process for Assets (Email & Landing Page) in order to standardize look and feel across programs  Single Sign-on with Marketo Sales Insight – allows us to enhance collaboration between Marketing and Sales; by providing insight into: • All Marketing Activity (Emails, Web visits, Interesting Moments, Lead Scores) • Extends the ability for Sales to nominate leads & contacts into Marketing Campaigns or Send out Marketing Generated Emails  Marketo provided us with more confidence that they would be a good strategic partner and provide us with appropriate support through their Consulting Services and Create Services teams. 10
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Marketo Business Case  Time to market vs. re- implementation of Eloqua  Total cost of ownership including operations staff  IT resource availability and priorities  Data management cost and considerations 11
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Marketo Operations Results  Marketo handles 99% of our marketing program lead management  Since implementing Marketo we have been able to: • Introduced Lead Scoring • Streamlined Lead Processing • Cleanse data to meet the Salesforce lead requirements • Developed programs to automate data standardization and keep these in alignment for both Job Roles and Lead Annual Revenue Range • Implemented APIs to bring in web form information to keep inbound and outbound information flowing through single system • Built a program to Revive previously Disqualified Leads • Utilize the out of the box Marketo Reports to evaluate Email, Landing Page and campaign effectiveness 12
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Email Activity by Revenue Range Segment 13
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Content Tracking Program Report 14
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Landing Page Performance 15
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Sales Insight Anonymous Web Activity 16
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Sales Insight Best Bet Dashboard 17
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Shift from Cost Center to Profit Center Alignment with revenue performance objectives Commitment to quality and excellence Right mix of services providers Clearly defined KPIs and business processes Strong marketing automation partner 18
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY 19 Confidentiality Statement Copyright ©2012 by SunGard Availability Services (or its subsidiaries, “SunGard”). All rights reserved. No parts of this document may be reproduced, transmitted or stored electronically without SunGard’s prior written permission. This document contains SunGard's confidential or proprietary information. By accepting this document, you agree that: (A)(1) if a pre-existing contract containing disclosure and use restrictions exists between your company and SunGard, you and your company will use this information subject to the terms of the pre-existing contract; or (2) if no such pre-existing contract exists, you and your Company agree to protect this information and not reproduce or disclose the information in any way; and (B) SunGard makes no warranties, express or implied, in this document, and SunGard shall not be liable for damages of any kind arising out of use of this document Trademark Information: SunGard and the SunGard logo are trademarks or registered trademarks of SunGard Data Systems Inc. or its subsidiaries in the U.S. and other countries. All other trade names are trademarks or registered trademarks of their respective holders.
www.sungardas.com Client Services Overview
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Experience to Ensure Your Success  60,000+ hours of hands- on customer experience  3,000+ customers enabled across 35 countries  5 billion campaigns executed  3 billion landing pages served  With 99.995%+ uptime
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY A Complete Services Network Education Premier Support Global Partner Ecosystem Customer Success Community Expert Services Comprehensive support services achieving over 95% response SLA Robust community of over 30,000 peers for learning, sharing, networking Training and education from world- class experts Packaged and custom expert services with over 60,000 hours of customer experience Certified partners providing technical solutions and best practices Your Marketing Team
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Marketing Maturity Varies by Customer Expertise to Move You Along the Maturity Curve Revenue Performance Management Integrated Revenue Cycle Lead Management Demand Generation Continuous analysis & optimization Embrace multi- channel program delivery Social marketing Alignment between sales and marketing Integrationto 3rd partysystems Create dynamic content,manage campaigns/events Lead nurturing CRM Integration Leverage automatedemail or direct mail Landing pages Lead scoring Predictablerevenue forecasting Globalmarketing alignment
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Leveraging Marketo Expertise Consistently Drive ServicesDefine Discove r Deliver Education Services Revenue Transformation SvcsProfessiona l Services Foundational Training Implementation Services Technical & Integration Services Campaign & Design Services Ongoing Expert Services Premier Support Elite Success Customer Success Standard Services Customer Success Services Customer Support Standard Services Support Services Implementation Advanced & Custom Education Enterprise Awareness & Rollout
© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Business Need Business Value Solution Validation Organizational Enablement Value Realization Client Services Partnership Commitment

More Related Content

SunGard's Marketing Secrets for Revenue and Sales Alignment

  • 2. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY SunGard Availability Services Marketing Revolution  Lead volume focus  Whitepapers circa 2008  Spray and pray  Linear campaigns  Limited availability to test subject and asset performance  No visibility for sales into campaign or web activity  Campaign KPI reporting only 2  Alignment with revenue performance objectives  Content-centric marketing  Granular segmentation  Progressive nurturing and scoring programs  Extensive testing before every launch  Sales integration with marketing activity  Closed loop to revenue
  • 3. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY 3
  • 4. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Revenue Modeling – Cost Center to Profit Center 4  Goal – predictive, scalable model  Analysis is both top down and bottom up  Quota assigned to all marketing functions
  • 5. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Content Marketing Development 1. Is the topic customer/prospect driven? • Listening across social channels, community forums, and our own Learning Lab 2. Aligned with market trends? • Vetted with analysts, industry consultants, thought leaders 3. Compelling? • Duh! More difficult than you might think… 4. Going to break through the noise? • Creative, aligned with the right audience, delivered through the right channels 5 How can we break through the noise????
  • 6. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY “Zombie/ WWZ” Email Spotlight • Infographic generated 2,846 clicks to date across marketing channels • 1-click social share function added to campaign and generated: • 439 Clicks on LinkedIn Share • 394 Clicks on Facebook Share • 222 Clicks on Twitter Share • Survival Manual generated 2,405 clicks to date across marketing channels • 200 clicks on the zombie survival kit promotional giveaway • 1-click social share function added to campaign and generated: • 329 Clicks on LinkedIn Share • 323 Clicks on Facebook Share • 310 Clicks on Twitter Share Non-responder version Responder version
  • 7. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY “Zombie Survival Kit” Promotion Mail 1- video loaded on Flash drive Mail 2 – “Zombie Survival Kit” w/ personalized letter & Cloud and/or DR printed asset Media contact @ZDNet… “It elevated the visibility and memorability of SunGard AS in my mind.” Tweet from Rachel Dines- Analyst, Forrester… “Just received everything I could ever need for the zombie apocalypse. Thanks @SunGardAS and ZAPA! Derek Brown, CSIO, West Penn Allegheny Health Systems to Allen Rich, Sarah Ezell…“Hey, nice marketing campaign – loved the zombie survival kit – very nicely done!”…and the brochure was on his desk! Media contact @Information Management… “It’s one of the most creative campaigns I’ve received and thanks to that, SunGard AS is high on our radar now for interview opportunities” Media contact @eWeek... “I don’t think I’ve had a personalized video like that previously, I’m honored”
  • 8. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Example - Prospect Nurture Program 8
  • 9. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Example Prospect Campaign Highlights – by the numbers • Click-to-open rate has increased by 42% over 2012 • Increased target audience by 150,000+ contacts • NEW social share function resulted in 1055 total clicks • “Cost of Doing It Wrong” whitepaper yielded highest click-to-open rates among C- Level Executives and VP/SVP level and is the top performing asset to date 9
  • 10. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Why we chose Marketo over Eloqua  Marketo offers a robust marketing automation system, yet is user friendly and allows the team develop and drive their own advanced marketing programs  Tight integration with Salesforce, that is easy to implement and manage (no data cards)  Template process for Assets (Email & Landing Page) in order to standardize look and feel across programs  Single Sign-on with Marketo Sales Insight – allows us to enhance collaboration between Marketing and Sales; by providing insight into: • All Marketing Activity (Emails, Web visits, Interesting Moments, Lead Scores) • Extends the ability for Sales to nominate leads & contacts into Marketing Campaigns or Send out Marketing Generated Emails  Marketo provided us with more confidence that they would be a good strategic partner and provide us with appropriate support through their Consulting Services and Create Services teams. 10
  • 11. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Marketo Business Case  Time to market vs. re- implementation of Eloqua  Total cost of ownership including operations staff  IT resource availability and priorities  Data management cost and considerations 11
  • 12. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Marketo Operations Results  Marketo handles 99% of our marketing program lead management  Since implementing Marketo we have been able to: • Introduced Lead Scoring • Streamlined Lead Processing • Cleanse data to meet the Salesforce lead requirements • Developed programs to automate data standardization and keep these in alignment for both Job Roles and Lead Annual Revenue Range • Implemented APIs to bring in web form information to keep inbound and outbound information flowing through single system • Built a program to Revive previously Disqualified Leads • Utilize the out of the box Marketo Reports to evaluate Email, Landing Page and campaign effectiveness 12
  • 13. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Email Activity by Revenue Range Segment 13
  • 14. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Content Tracking Program Report 14
  • 15. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Landing Page Performance 15
  • 16. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Sales Insight Anonymous Web Activity 16
  • 17. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Report Example: Sales Insight Best Bet Dashboard 17
  • 18. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Shift from Cost Center to Profit Center Alignment with revenue performance objectives Commitment to quality and excellence Right mix of services providers Clearly defined KPIs and business processes Strong marketing automation partner 18
  • 19. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY 19 Confidentiality Statement Copyright ©2012 by SunGard Availability Services (or its subsidiaries, “SunGard”). All rights reserved. No parts of this document may be reproduced, transmitted or stored electronically without SunGard’s prior written permission. This document contains SunGard's confidential or proprietary information. By accepting this document, you agree that: (A)(1) if a pre-existing contract containing disclosure and use restrictions exists between your company and SunGard, you and your company will use this information subject to the terms of the pre-existing contract; or (2) if no such pre-existing contract exists, you and your Company agree to protect this information and not reproduce or disclose the information in any way; and (B) SunGard makes no warranties, express or implied, in this document, and SunGard shall not be liable for damages of any kind arising out of use of this document Trademark Information: SunGard and the SunGard logo are trademarks or registered trademarks of SunGard Data Systems Inc. or its subsidiaries in the U.S. and other countries. All other trade names are trademarks or registered trademarks of their respective holders.
  • 21. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Experience to Ensure Your Success  60,000+ hours of hands- on customer experience  3,000+ customers enabled across 35 countries  5 billion campaigns executed  3 billion landing pages served  With 99.995%+ uptime
  • 22. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY A Complete Services Network Education Premier Support Global Partner Ecosystem Customer Success Community Expert Services Comprehensive support services achieving over 95% response SLA Robust community of over 30,000 peers for learning, sharing, networking Training and education from world- class experts Packaged and custom expert services with over 60,000 hours of customer experience Certified partners providing technical solutions and best practices Your Marketing Team
  • 23. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Marketing Maturity Varies by Customer Expertise to Move You Along the Maturity Curve Revenue Performance Management Integrated Revenue Cycle Lead Management Demand Generation Continuous analysis & optimization Embrace multi- channel program delivery Social marketing Alignment between sales and marketing Integrationto 3rd partysystems Create dynamic content,manage campaigns/events Lead nurturing CRM Integration Leverage automatedemail or direct mail Landing pages Lead scoring Predictablerevenue forecasting Globalmarketing alignment
  • 24. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Leveraging Marketo Expertise Consistently Drive ServicesDefine Discove r Deliver Education Services Revenue Transformation SvcsProfessiona l Services Foundational Training Implementation Services Technical & Integration Services Campaign & Design Services Ongoing Expert Services Premier Support Elite Success Customer Success Standard Services Customer Success Services Customer Support Standard Services Support Services Implementation Advanced & Custom Education Enterprise Awareness & Rollout
  • 25. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY Business Need Business Value Solution Validation Organizational Enablement Value Realization Client Services Partnership Commitment

Editor's Notes

  1. We were really able to move the needle in a number of areas. In FY12 was all about aligning with sales MRR objectives vs. lead metrics, selecting vendors to support enterprise level programs like C-level appointment setting, and putting the systems and processes in place to enable us to track and measure our impact on pipeline and revenue. The goal is to evolve marketing from a cost center to a profit center, and we made some pretty good strides to that end last year.
  2. At the top end of the funnel, content should be married to your brand but only on a first date with your products
  3. Consultants have experience implementing Marketo with enterprises and Fortune 100 companies at scale. Across all the consultants, they have accumulated over 45,000 hours of experience on project-based and custom consulting projects.Algonquin College = publicly funded college in Ottawa, Canada with over 16,000 full-time studentsCenturyLink = global broadband and telecom company based in Monroe, Louisiana. Listed on S&P 500 with $7 billion in revenue.Christiana Care = one of America’s largest healthcare providers based in Wilmington, Delaware. Ranked 17th in the nation for hospital admissions. Over 10,000 employees and over $2.1 billion in revenue.Citrix Systems = software provider focused on virtualization and remote access based in Santa Clara, CA. 75% of internet users touch Citrix products every day and they have over $2.2 billion in revenue.Kelly Services = global staffing service based in Troy, Michigan. Provide employment to over 550,000 employees annually with over $5.6 billion in revenue.F5 = networking appliances company based in Seattle, Washington. Service 8 of the Fortune 10, 44 of the Fortune 50 and named one of Fortune 100s fastest growing companies with over $1.15 billion in revenue.McKesson = Healthcare information technology provider based in San Francisco, CA with over $108 billion in revenue.USG = United States Gypsum Corp manufactures drywall and joint compound based in Chicago, Illinois. Largest distributor of wallboard in the US with over $3 billion in revenue.Vantiv = Payment processing company based in Cincinnati, Ohio. Vantiv is the largest PIN Debit U.S. acquirer and third largest U.S. merchant transaction acquirer ranked by general purpose transaction volume. Vantiv processes more than 12.9 billion payment transactions and approximately $426 billion in volume annually.
  4. This is a high-level overview of the client services offerings. Client services includes professional services, customer support, enablement, education, and the partner ecosystem.An implementation methodology that is…SimpleStructuredCustomer driven Virtually supportedand…Provides knowledge, tools and a best practice approach to implementationBuilds and deploys a rich, comprehensive Revenue Management / Marketing Automation environment
  5. Marketo understands that customers mature at different rates and will enter and leave at difference points. Marketo expert services guide customers along this maturity curve as far up and deep as they want to go. Results focused delivery gets customers up and running fastLong term focus on driving marketing maturity insures Customer maximize value
  6. We see the need to structure our customer interaction across our Marketo team as essential. It is something we are working on relentlesslyTypically done with a methodology – we have Marketo DriveIf you look at the top of this slides you’ll see a Discover, Define, Deliver and Drive (Ongoing)The green boxes are areas where we are doing heavy construction right now. Training rollouts is an example we’ll cover later.Just getting the DDDD agreed and structuring the PM is important and well defined at this pointIt’s being Expanded to Campaign and Design Services which are defined best practices/opinions from Marketo, Customers, and Patners (the Marketing Nation)