Aligning Sales and Marketing to Improve Sales Effectiveness · Aligning Sales and Marketing to...
Transcript of Aligning Sales and Marketing to Improve Sales Effectiveness · Aligning Sales and Marketing to...
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Aligning Sales and Marketing to Improve Sales Effectiveness Subtitle
Chris Haven Senior Director, Product Management Oracle Sales Cloud Caryn Reddick Senior Director, Product Management Oracle Marketing Cloud April 2, 2015
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Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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Program Agenda
Organizational Alignment
Before You Know Your Customer
Nurturing Your Customer before (and after) the Sale
Knowledge Gives Sales the Edge
Demonstration
1
2
3
4
5
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Program Agenda with Highlight
Organizational Alignment
Before You Know Your Customer
Nurturing Your Customer before (and after) the Sale
Knowledge Gives Sales the Edge
Demonstration
1
2
3
4
5
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of enterprise marketers have no synchronized view of customer data
82%
Disparate Data Creates Marketing Complexity and Lost Sales Revenue Unable to pull together all their data, marketers fail to target the right customers.
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• Can not measure impact on revenue / ROI of marketing campaigns
• Sales presentations are not aligned with marketing messages
• Sales execution on MQL’s is inconsistent depending on territory, account knowledge or reps’ quota attainment
• Lack of feedback on winning messages from sales wins
• There are not enough leads
• It is hard to understand why some leads were sent to me, or which leads are hot
• Marketing just sent an inappropriate email to my top opportunity for the quarter
• I wish I could run my own campaigns on MQL’s
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The symptoms of misalignment A story of pains…
Sources: Forbes: Bang Sales and Marketing Heads Together, Inc.Com, CBSNews.com, Marketing Professionals
VP of Sales Pains
VP of Marketing Pains
!
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But, how does that impact you? Sales and Marketing must align
Sources: (1) McKinsey: The basics of business-to-business sales success, (2) Bain : Mastering the new reality of Sales, (3) Joshua Steimle / Forbes: Mobile is the future of everything, (4) McKinsey – Freeing up the sales force for selling
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87%
of sales and marketing departments had negative
opinions about each other1
92%
of B2B companies say
they don’t have good
enough alignment2
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And, if you are aligned…
follow up on marketing-generated leads1
25% –
95%
increase in profits through improved customer retention2
9
75%
higher sales quota attainment with mature lead generation3
annual growth as opposed to 4% decline for poorly aligned competitors4
20% 9.3%
Sources: (1) Forrester Research 2013, (2) Bain Research, (3) CSO Insights, (4) Aberdeen Group
What are the potential benefits?
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The Complete Solution
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Oracle Social Cloud
Oracle Marketing
Cloud
Oracle Sales Cloud
Oracle Commerce
Cloud
Oracle Service Cloud
Oracle CPQ
Cloud
Integrated Customer Experience Foundation
Integrated Customer Experience Foundation
Social Network Mobile Analytic KPIs &
Dashboards Predictive Analytics
Integrations
Globalizations and Statutory Localizations
Web
Mobile
Social
In-Store Contact
Center Field
Service Direct
Sales
Channel
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Before You Know Your Customer
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Empowered Customers Always Connected, Always Sharing, Always Aware
CUSTOMERS HAVE CHANGED
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of purchase cycle complete before engaging with a
supplier
Sources: CEB
% Social | Mobile | Y-gen | Self Discovery | Buying | Learning | Targets | Choice | Value | Expectation | Information
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1% of consumers feel that their expectations for a good experience are met 89% of consumers switched to a competitor after a poor experience
Social has Transformed the Customer Experience
Sources: Burson-Marsteller/Vision Global Social Media Checkup ‘12, June ‘12; Consumer behavior study on Twitter conducted by Constant Contact®
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Challenges Capturing the Empowered Customer
• Customers control the
conversation
• Difficult to engage
with leads at scale
• Poor cross-channel
engagement (devices)
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Socially Influenced Customer Journey
1
Customer Need
& Product
Research
First
Engagement &
Awareness
Relevant
Recommendation
s
Product Issue
Assisted Social
Service
Social Advocacy
2
3
6
7
Purchase
4
5
Buy Market and Sell
Own Support and Serve
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Stitching Together the Customer Journey
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Extend Your Campaign Reach with Social Marketing
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Rich Social Interactions Deepen Relationship Oracle’s Social Marketing allows you to centralize around a single platform for social listening, engagement and analytics – helping drive modern word-of-mouth
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Nurturing Your Customer before (and after) the Sale
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SOC
IAL
MO
BIL
E D
ISP
LAY
E-
MA
IL
EARNED OWNED PAID
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Orchestrate Consistent Customer Experience to Drive Sales With your customer profile at the center, design relevant journeys before, during, and after the sales cycle
WEB
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For The Buyer: Unified Cross-Channel Buyer Experience Target based on interest, buying stage, web behavior, profile
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Creating a Unified Experience Requires Unifying Customer Data.
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Build an Actionable Customer Profile Sales has access to a customer’s digital body language anytime, anywhere
Behaviors
Sentiment Preferences
Activities
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Run multiple scoring models on a single contact
Score contacts based on profile criteria and engagement
Weight scoring rules Automatically decrement scores when there is negative or no activity
Lead Score by Profile & Engagement
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Personalize with field
merges and signatures
Create branded email templates
for sales to send from CRM
All easily configurable
Email Templates for Sales!
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Knowledge Gives Sales the Edge
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One Experience
Enriched Customer
Data
Analytics
Sales Force Automation
Social & Mobile
PRM
Sales Performance Management
Oracle as a Single Vendor
Modern user experience Increased user adoption with minimal training Integrated sales, marketing, and CPQ tools that help the reps sell Smartphone and tablet devices
Sales Performance Management Optimized account assignments, quota management, and
compensation management Territory optimization with quota and forecast roll-up KPI-driven dashboards and Mobilytics for Sales executives
Data Management Single source of customer data shared with CX Cloud and Oracle
on-premise solutions Customer data enrichment, account/contact matching, address
cleansing in the Cloud Extensibility, Integration, and Platform-As-A-Service Integration tools such as SOA, ICS and configuration guides Minimal customization with OOB features Robust, industry standard platform where expansion is needed
Sales Cloud - A Modern Selling Solution
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Demonstration
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End-to-End Customer Experience Powered by Oracle CX Cloud Solutions
Marketer creates Audience Profile
Delivers ad to customer over target ad locations
Collects anonymous behavior data about customer
Entices customer to register and share preferences Matches 3rd party data with 1st party data,
identifying customer as Luci Dodson
Marketer orchestrates thank you note after attending
webcast
Listens to spike in IT spending on SFA and
publishes Facebook post & Tweets
Marketer positions Oracle Sales Cloud in blog post leading to YouTube
Customer references
Sales meetings with customer to close the
deal
Drives advocacy
FEMALE: 38
LOCATION: CHICAGO
PURCHASE HISTORY: B2B Software
Mobile Selling Webinar
Sign Up and Learn New Techniques for effective selling
SHARE
“BEST SFA EVER!” - Luci Dodson
REGISTRATION
Luci Dodson Chicago
PRODUCTS LEGEND:
BlueKai DMP Cross-Channel Marketing
Social Marketing
Content Marketing
Sales
Inside Sales further qualifies the Lead
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End-to-End Customer Experience Powered by Oracle CX Cloud Solutions
Marketer creates Audience Profile
Delivers ad to customer over target ad locations
Collects anonymous behavior data about customer
Entices customer to register and share preferences Matches 3rd party data with 1st party data,
identifying customer as Luci Dodson
Marketer orchestrates thank you note after attending
webcast
Listens to spike in IT spending on SFA and
publishes Facebook post & Tweets
Marketer positions Oracle Sales Cloud in blog post leading to YouTube
Customer references
Sales meetings with customer to close the
deal
Drives advocacy
Oracle Confidential - Restricted
FEMALE: 38
LOCATION: CHICAGO
PURCHASE HISTORY: B2B Software
Mobile Selling Webinar
Sign Up and Learn New Techniques for effective selling
SHARE
“BEST SFA EVER!” - Luci Dodson
REGISTRATION
Luci Dodson Chicago
PRODUCTS LEGEND:
BlueKai DMP Cross-Channel Marketing
Social Marketing
Content Marketing
Sales
Inside Sales further qualifies the Lead
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End-to-End Customer Experience Powered by Oracle CX Cloud Solutions
Marketer creates Audience Profile
Delivers ad to customer over target ad locations
Collects anonymous behavior data about customer
Entices customer to register and share preferences Matches 3rd party data with 1st party data,
identifying customer as Luci Dodson
Marketer orchestrates thank you note after attending
webcast
Listens to spike in IT spending on SFA and
publishes Facebook post & Tweets
Marketer positions Oracle Sales Cloud in blog post leading to YouTube
Customer references
Sales meetings with customer to close the
deal
Drives advocacy
Oracle Confidential - Restricted
FEMALE: 38
LOCATION: CHICAGO
PURCHASE HISTORY: B2B Software
Mobile Selling Webinar
Sign Up and Learn New Techniques for effective selling
SHARE
“BEST SFA EVER!” - Luci Dodson
REGISTRATION
Luci Dodson Chicago
PRODUCTS LEGEND:
BlueKai DMP Cross-Channel Marketing
Social Marketing
Content Marketing
Sales
Inside Sales further qualifies the Lead
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“Insurance is an intangible product -- you get a piece of paper with a promise. Our customers used to get contacted by us once a year demanding money. Believe it or not, this was the accepted business practice in the industry. But modern best practice dictates a different ethos—one that engages with customers frequently and personally. At TH March, our vision is to deliver the most exceptional customer experiences in the industry.” – Neil McFarlane, Managing Director, T.H. March
54
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Value of Integrated CX Cloud
Single Customer View Across CX Built-in Customer Data Management
1
Enriched Customer Information with Digital Profile Extend with D&B Customer Data
2
Increase Velocity of Lead to Order Assess Effectiveness of Campaigns
3
Access Modern Selling Tools Leverage Install Base Information
4
Configure Complex Products Leveraging Pricing Rules Eliminate Duplicate Entry and Disparate Systems
5
Business Benefit Integrated Solution
Customer Data Hub
Customer Data Hub & DAAS
Social & Marketing Cloud
Back-office Siebel, EBS, and JDE
CPQ Cloud
Service Cloud Increase Awareness of Customer Support Issues Service Reps Awareness of Critical Sales Opportunities
6
55
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Marketing AND Sales Drive the Process
• Sales Dominated
• One-way, single channel, relationship-driven
THEN
• Marketing plays critical role
• Internet-driven, analytics-driven
NOW
MARKETING MARKETING SALES SALES
Education Active Buying
Closing Education Active Buying
Closing
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What are the benefits?
VP of Marketing Benefits
• Easy to show end to end ROI across campaigns
• The customer has one aligned experience from the brand
• Marketing can deliver highly qualified leads to sales
• Immediate feedback on lead quality from sales
• Exploit Oracle Sales Cloud’s Data Quality capability
• Focus on highly qualified leads • A focused approach with visibility of
buyer behavior • More targeted campaigns through
use of marketing content • Buyer has a consistent experience
across their journey • Full feedback loop for continuous
improvement
VP of Sales Benefits
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Questions?
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Oracle Modern CX Conferences Sponsors & Exhibitors – Sales/CPQ
59
Platinum________________________________________________________________________________
Silver__________________________________________________________________________________
Bronze________________________________________________________________________________
Exhibitors______________________________________________________________________________
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Synchronization of customers, prospects, contacts, leads, opportunities, campaigns, and responses between Marketing Cloud
and Sales Cloud.
Includes embedded digital profile in Oracle Sales Cloud and achieves full ROI reporting.
Eloqua
Engage
Eloqua
Profiler
Sales and Marketing – aligned by Oracle – Summary
Customer Profile
Marketing
Leads
Sales
Opportunities
Integration Feature Set
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Integration Data Flow
Sales Cloud Leads
List Upload
Form Submission
Sales Cloud Inbound synchronization is scheduled
Business Logic & Field Mapping
Eloqua Contacts
Eloqua Account
Sales Cloud Contacts
Sales Cloud Accounts
Eloqua Custom Object
Optional
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Inbound Data Flow: Oracle Sales Cloud to Oracle Eloqua
• Leads from Sales Cloud are imported into an Eloqua Custom Object for segmentation purposes only
• They are uniquely matched on CRM Lead ID
• Contacts from Sales Cloud are linked to the accounts in Eloqua that are designated primary in Sales Cloud
• Accounts are uniquely matched on CRM Account ID
• Opportunities are uniquely matched on CRM Opportunity ID
Oracle Sales Cloud Oracle Eloqua
Contacts
Accounts
Contacts
Accounts
Custom Object (Leads)
Opportunities Opportunities
Leads
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Field Mapping
These Sales Cloud objects are currently supported:
• Lead
• Contact
• Account
• Opportunity
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Outbound Data Flow: Oracle Eloqua to Oracle Sales Cloud
Depending on which lead management option is selected, Eloqua will:
• Create a new Lead • Update an existing Lead • Update an existing Contact
Field values from the Eloqua Contact record are written to Sales Cloud
Oracle Sales Cloud Oracle Eloqua
Contacts
Accounts
Contacts
Accounts
Custom Object (Leads)
Opportunities Opportunities
Leads