Marketing on the Front Lines: Making Your Messages Work in the Field

Mark Cowtan

Gregg Johnson

Marketing II: Advanced Strategies

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Agenda

The problem: keeping your messages intact in the field

Case study and demo: Trapeze Networks

Benefits and tips

Q&A

We Operate in an Information-Rich World

Information is critical to the

economic success of:

- Countries

- Companies

- And even individuals…

Sales and marketing is no

exception

The Challenge is Managing Information Overload

Unstructured data doubles every 2 months

Unstructured Data85%

DocumentsSpreadsheetsPresentationsPhone CallsVideoEvery file on your desktop…

Business Information Breakdown by Type

Price listsROI calculatorsWebinarsProduct brochuresCustomer snapshotsCase studiesWhite papersAnalyst researchContract templates

Sales presentations Quoting toolsOrder instructionsTerritory mapsCompetitive decksRFP boilerplateCompetitive alertsDatasheetsTraining podcasts

Sales Reps Fight This Battle Every Day

Existing Solutions Don’t Work for End-Users

Legacy Content Management systems are too complex

The Internet

“It’s easy to find what I’m looking for on…”

My company’s Intranet

87%

44%

Corporate Intranets don’t work either

Desktop Content is Often Out of Date

Inaccurate quotes

Outdated branding

and positioning

Old contract terms

Lost deals +

diluted brand +

poor customer experience

Cluttered Sales Rep Desktop = Business / Compliance Risk

But This Doesn’t Just Hurt Sales Productivity…

… It Also Reduces Marketing Effectiveness

No Self-Service for Sales Hurts Marketing

Pre-ATM Post-ATM

As with the ATM, creating true self-service will free resources to focus on higher value-added activities

No Control Over Changes in Positioning

Evolving your brands and products…

…often results in a “mixed bag” of sales materials

No Reliable Channel to Get Field Feedback

…sales reps are getting real-time information from customers

While Marketing is usually at Headquarters…

How do you get feedback from

the field back to HQ?

No Marketing Visibility into Content Needs

No data on actual content consumption and usage

No mechanism to assess content quality

No structure for the field to request updated or new content

Blind decisions on what content to develop or improve

Diagnosis: Not an Ideal Situation for Anyone

Low sales effectiveness

Low sales productivity

Limited sales knowledge sharing

No true “self-service” = phone calls + email

Outdated branding and positioning

Missed opportunities to get front-line feedback

Poor investments in creating new content

Marketing

Sales

MARK COWTAN

DIRECTOR OF PRODUCT MARKETING

mcowtan@trapezenetworks.com

About Trapeze Networks

• INDUSTRY: Wireless Networking Infrastructure

• EMPLOYEES: ~250

• GEOGRAPHY: Global

• # USERS: 103

• PRODUCTS USED: SFA, Content

Global provider of Enterprise-grade Wireless LAN equipment. Trapeze is highly rated by industry analysts for its Smart Mobile intelligent switching architecture.

Trapeze Smart Mobile is optimized for voice over wireless, and delivers superior scalability and resilience for mission critical applications.

Organizing Content Logically

Where does a competitor’s data sheet belong?

Where does your competitive briefing belong?

Most marketing tools belong in multiple places

Folders are out Tags are in

Ensuring People Have Latest Material

Sales groping around for latest content Version control / version awareness problem Daily emails asking for content they can’t find

Publishing on “Intranet" not real-time enough Time consuming and costly to review Agonizing delays to get anything published Easy to put off, then forget to publish

Intranet invariably falls into neglect Sales rapidly lose confidence in freshness

Distribution Through Email Doesn’t Work

PowerPoint file sizes keep

getting fatter! Waste time battling with email

barriers

Spam filters are a barrier to productivity

Email announcements often get ignored“Don’t need it right now” syndrome

Imagination (Marketing) Can Use

Sales amplifying your messaging

Self-service –theory becomes reality

Complete visibility into content usage

A real-time channelfor field feedback

Best materials rise to the top

Corporate Content Management Meets YouTube

Bringing the Wisdom of Crowds to Sales and Marketing

RateSubscribeShare Tag

We’re Using the Best of the Consumer Web

PowerfulKeyword Search

TagContent

Filter Search Results

Rate andReview

Create Custom Alerts

Preview Content

Product Demonstration

Deployment at Trapeze Networks

~1 week to prime system with content

Initial planning of tags and classifications

~250 marketing and support documents loaded

10% of documents refreshed in the process

~ 1 day to train 40 sales and 10 authors

Multiple 30 min online training sessions

Avoided $2000 in planned intranet updates

Lessons Learned Thus Far

Planning Tag/Classification lexicon really helped Minimized thrashing / going back to reclassify docs

Test the profiles and privileges BEFORE training Oops, can't see the app – no biggie – easily fixed!

Limiting options, helps you focus on core benefits Don’t turn on all the bells and whistles day one

Launch around a major event, to jump-start usage Get new product materials from CONTENT

Initial Response at Trapeze Networks

Everyone grasped the concepts easily Searching, Filtering, Tagging, Comments, Ratings

Positive feedback about ease of use / features Really excited about comments feature Document previewing – YEAH! Many want permissions to publish own content Geographic needs for private workspaces

Optimism about time savings, less frustration Anticipate minimum 2 hrs/month/person savings

Use Content to Bridge the Sales-Marketing Gap

Happier, More Productive Sales Reps

Messaging as You Dreamed It

Real-time, Front Line Feedback

More Marketing Resources, Invested

More Efficiently

From Lose-Lose… …to Win-Win

Tell Your Colleagues Back Home

Marketing Library for Campaign Materials

Resource for Service / Support

Shared Space for Remote Services Teams

Human Resources Forms and Policies

Repository for Customer Contracts

Knowledge Management

Product Availability

Available to a limited number of customers

beginning in December

If interested:

See your AE, SE, or CSM

Stop by the Salesforce Content demo booth

Contact a member of the Salesforce Content team

To Discover More…

www.salesforce.com/content

Gregg Johnsongregg.johnson@salesforce.com

Mark Cowtanmcowtan@trapezenetworks.com

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