Post on 15-Aug-2015
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Driving marketing execution
The Named Accounts Program
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AM Sarketing cademy eriesGIANNI ANCHOIS
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1. Address the EMEA “named accounts” as a market to push our products and services portfolio.
2. Develop a framework to drive execution of lead generation campaigns and broader marketing activities across such defined market.
3. Provide and manage a calendar of activities available at country and EMEA level.
4. Drive country execution. 5. Manage the performance: monitor and report progress
through ad-hoc governance model.
Named Accounts Programscope and objectives
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Account segmentation, coverage, go to market and portfolio mappingSetting up the named accounts market
Ente
rpris
e cl
ass
prod
ucts
# accts sales coverage
52 1:1
54 1:1
219 1:1 – 1:2
111 1:1 – 1:2
1890 1:many
2821 (non-named)
Σ=5147
Stra
tegi
c C
ontra
cts
Prod
uct a
ttach
con
tract
s
Cou
ntry
Con
tract
s
Con
sulti
ng S
eriv
ces
Com
mer
cial
pro
duct
s an
d se
rvic
es
❖ product/services
campaigns
❖ channel marketing campaigns
Nam
ed A
ccou
nts !
Mar
ket
❖ pro-active AR+PR, influencers, highly customised marketing
❖ pro-active campaigns w/ mktg engagements on selected accts
❖ Tier1 industry & company owned customer events
❖ customer references
❖ field communications + support to sales dev. programs ❖ market/competitive/customer intelligence
❖ campaigns on specific clusters
of accts
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PRIORITIES CAMPAIGN TYPE TRACKING & !MEASURINGMASTER LIST ROLLING !
CALENDAR
GOVERNANCE
• Set priorities at the beginning of the year
• Limit and manage priority adjustments across fiscal year
• Recommend new priorities according to evolving market opportunities
• Balance between push (sales driven) & pull (marketing driven) campaigns
• Develop at EMEA level with pilot country upfront collaboration
• Ensure consistent contents, look & feel, messaging and deliverables
• Setup “right” into Marketing Resource Management systems at both EMEA and country/sub-regional level
• Maximize number of roll-out instances to sub-regions according to market opportunities and account coverage
• Provide half-yearly rolling calendar of available campaigns and events
• Ensure country readiness and setup to run campaigns
• Drive communication mix and sales execution
• Use standard reports (lead management, marketing dashboard)
• Run post-mortem analysis of campaigns
• Feedback for next campaign development
Operational framework
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5
• Introduce new campaign • Boost existing campaign • Discontinue running campaign
Steering actions
“Right performance” managementpipeline based planning and execution
marketing dashboard
+
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Sample report
campaign ID campaign namegeographies
Marketing campaigns master list