Marketo - Future of Digital Marketing in a Vibrant Ecosystem

MarketoRobin RitenourSVP -BD, Partner Strategy & Alliances

Marketo Proprietary and Confidential | © Marketo, Inc. 9/15/2016

Transformation in Marketing

MassMarketingFocus on themessage

EngagementMarketingFocus onlong-term relationships

Engagement Marketing Capability:

CUSTOMER

Helping companies build and grow long-term relationships

Lead Management SolutionAwareness

Engagement

Purchase

Retention/ Loyalty

Growth

Advocacy

3 0 % o f p i p e l i n e s o u r c e d b y M a r k e t i n g ; $ 2 5 0 M c o n t r i b u t i o n p e r y e a r

W o r l d w i d e s t a n d a r d f o r 5 0 0 + m a r k e t e r s d r i v i n g 5 0 0 K + l e a d s f o r C l o u d a n d

E n t e r p r i s e G r o u p

Customer Base Marketing SolutionAwareness

Engagement

Purchase

Retention/ Loyalty

Growth

Advocacy

D r i v i n g c o n t i n u o u s e n g a g e m e n t w i t h h u n d r e d s o f i n d e p e n d e n t f i n a n c i a l

a d v i s o r s

W o r l d ’s l a r g e s t p u m p m a n u f a c t u r e r i n c r e a s i n g r e t e n t i o n a n d c r o s s - s e l l w i t h

c u s t o m e r s

Consumer Marketing SolutionAwareness

Engagement

Purchase

Retention/ Loyalty

Growth

AdvocacyI n c r e a s i n g t i c k e t s a l e s b y 3 0 % a n d e -

m a r k e t i n g r e v e n u e b y 1 3 2 %

D r i v i n g d e e p e n g a g e m e n t w i t h t h o u s a n d s o f c o n s i d e r e d p u r c h a s e d b u y e r s

Our Engagement Marketing SolutionsVertical industry Focus

Our IndustriesSoftware & Internet Media & Entertainment Real Estate & Construction

Financial Services Telecom eCommerceHealthcare Travel, Hospitality, Leisure Retail

Manufacturing Automotive Consumer Packaged GoodsEducation Government Energy

Business Services Non-Profit Chemicals


Our Engagement Marketing Platform

The Most Complete Ecosystem of Marketing Solutions

650+ Partners across20+ categoriesEngagementMarketingPlatform

Healthcare Story


Marketo Partner EcosystemInnovate, Scale/Deliver & Grow

Global Digital Services Co-innovation Solution Development & C-Suite Transformation – deeper

vertical penetration

Local Service PartnersGrow the Core

Sales ProductivityScale – Market Coverage and

Capacity

Strategic PartnershipsExtend reach and TAM Capture with integrated

GTM Offerings

LaunchPoint ISVs (Tech) Extend the platform and gap fill

Prepackaged integrated solutions

Platform credibility & validity

Global Digital Services & AgenciesLocal ServicesPartners

Strategic Partnerships LaunchPointISVs


Marketo Partner EcosystemServices vs Tech (Impact on the Business)Digital Services Partners Tech Partners (ISVs)

Sales Capacity/Coverage (Speed, Cost and Growth) Extend Customer Value and Customer Sat –(Solution Completeness and Platform Validation)Services Capacity (Scale/Deliver) Customer Adoption (Retention) Revenue Growth – Influenced (Sourced Revenue - new business) Marketo Revenue –Influenced (P2 – Solution Selling)

Bigger Deals (Revenue Growth) Co-Marketing (Pipeline)Greater Win/Loss Ratio (Revenue Growth)C-Suite AccessVertical Penetration

C-Sat (Retention)Co-Marketing (Pipeline)


Metrics Maturation Tech Partners

2015 2016

Note: Under Influenced Rev– there are additional impact metrics – Deal size, 1M + Deals, Win/Loss, C-Suite, etc.

Quarterly Reporting Metric Monday ReportingTBD

Services Partners2015 2016


Partners Program Alignment with Marketo Functions

PRODUCT MARKETING SALES SERVICES

PARTNER ENGAGEMENT AND VALUE

CO-MARKETING &MINDSHARE

CO-SELLING (RAD/GAD)

CENTER OF EXCELLENCE

& CO-DELIVERY

CO-INNOVATION & INTEGRATION


Partners Drive Key Activities across all Marketo LOB Functions

• Product Extensibility -Complete Solution• Technology Integrations• Vertical Solutions

• New Product Release Channel

• Source New Business• Pipeline Development and Growth• Vertical GTMs• Brand Credibility• Fund Marketing Activities

• Drive Product Adoption/Usage• Drive Customer Satisfaction• Drive Customer Advocacy• LTV

• Drive New Business Revenue• Develop Vertical GTM• Cross-Sell• Retention (c-Sat)• Co-Sell CAC Scale

• Technology Partner Certified Integrations• Partner Co-Innovation

• Service Partner Led Vertical Solutions• Partner GTM Process

• Partner Pipeline dev & nurture• Partner-led Vertical Solutions and GTMs• Co-Marketing Programs

• Partner Sponsorship

• Service Co-Delivery• Partner Services Capacity (Certifications)• Technology Partner Certified Integrations

• Partner Co-Selling• Vertical GTM• Partner-led Cross Sell• Partner Services Capacity

Impact/

Deliver

ablePro

gram/P

rocess


Drive Revenue Drive Retention Market Position(MindShare)• Sourced Revenue• Influenced Revenue• Vertical Penetration• Average Deal Size• Win Rates • Pipeline

• Joint Account Plans• Vertical GTMs Built• Partner COEs• # of Sourced Opportunities• Co-Deliveries Implemented• Certified Services Partners• Co-Innovation Solutions• Onboarded Services Partners

• Cross Sell Revenue• Retention Rates (w/ and w/out partner)• Partner Implementation C-Sat

• Certified Services Partners• Certified Tech Integrations (TBD)• Customer Satisfaction

• Sponsorship Dollars• Co-Marketing Results

• Strategic Partnerships recruited and publicized• # of Ecosystem Partners• Summit Participation and Satisfaction• Partner Satisfaction• Co-Marketing Activities

Complete Solution (Innovation & Extendability)• Usage/Adoption

• # of Deals • Win/Loss (functionality)

• Certified Tech Integrations with API reporting (TBD)• Co-Innovation Solutions• Partner-led Integrations Built

Top Line Metrics

Program Metrics

Partner Metrics Alignment with Marketo Goals

ServicesTechnologyBoth

Vertical Focus and Co-Innovation

Value Case Studies Industry GTM Offerings

Partner Led Verticals & Solutions GTMWorkshop/Development and Packaging of Vertical Solutions with Strategic & National Partners for Repeatable GTM where partners have deep Industry Expertise and Reach. Include key assets, demonstrations, and offerings.

Solution Innovation Offerings


Dashboard for Daily MonitoringPipeline Reporting

• Partner Sourced • Partner Influenced• Enabled Resources• Campaign Outcomes• Leads• Top Attribution Partners• Co-Delivery Oppties

Marketo - Future of Digital Marketing in a Vibrant Ecosystem

Marketing

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