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Selling Marketing Automation to the C-Suite

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Selling Marketing Automation to the C-Suite Hally Pinaud Sr. Product Marketing Manager, Marketo @Hallypino


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Executive Buy-in?


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Agenda Understand the Goals Build a Business Case Recruit a Change Agent Get an Executive Sponsor Counter Push-Back Meet with Stakeholders


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A Plan to Persuade Understand the Goals Build a Business Case Recruit a Change Agent Get an Executive Sponsor Counter Push-Back Meet with Stakeholders


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Building a Business Case What it is, what you’ll need.


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Why Marketing Automation? Why Now? Companies that nurture customers generate 50% more quality leads at 33% lower cost. By 2020, customers will manage 85% of their relationships without talking to a human. 79% of top-performing companies have been using marketing automation for more than 2 years.


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State Your Goal Nothing is more compelling than straightforward data Proof points – why? Data for your business Building a Business Case


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Context is King Give a state of the business: What are you doing now? How will this fit? Building a Business Case


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Investment and Costs What does it cost? (Not just the solution, but all of it.) Building a Business Case


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Change Management How will this all come together? Building a Business Case


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Change Management


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You Need a Change Agent You? A Colleague? Your Boss?


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Approach Your Stakeholders Marketing Stakeholders


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Getting an Executive Sponsor What do you need to know?


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Have a plan and your business case ready – be sure to include the executive summary WIIFM? – What will this person and their people get from Marketing Automation? Be ready to go beyond the CMO Tips for Finding an Executive Sponsor


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The CMO Cares about ROI, customer experience, and building a more relevant, effective marketing team.


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What is the cost and ROI? Resources needed? What gaps do we have in marketing? Change management plan? The CMO’s Questions


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The CEO Wants financial growth and to outpace the competition. Thinks long-term and big picture.


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How will this impact the bottom line and fuel growth? What do others do? What is time to launch and time to value? What additional resources will be needed? The CEO’s Questions


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The CFO Cares about managing expenses, ensuring profitable growth, and containing risks.


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What’s the ROI of this? Why should we prioritize it? Does this comply with the regulations that apply to our organization? The CFO’s Questions


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The Sales VP Focused on growth, profit, and sales efficiency.


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Will this give us more leads? Will they be better leads? Will this take time away from Lead Gen? Will this place any additional burden on sales? The Sales VP’s Questions


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The CIO Wants to innovate and evolve infrastructure to meet future needs in a sustainable way.


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How secure is this solution? Will it integrate with other systems? How much will you use it? The CIO’s Questions


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Countering Objections Things you should be prepared to hear.


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“We have too many campaigns/events/etc. coming up.” If You Hear…


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“We don’t have the staff to do something like this.” If You Hear…


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“We don’t have enough content to roll out a marketing automation system.” If You Hear…


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Selling Your Vision Understand the Goals Build a Business Case Recruit a Change Agent Get an Executive Sponsor Counter Push-Back Meet with Stakeholders


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Understand the Goals Build a Business Case Recruit a Change Agent Get an Executive Sponsor Counter Push-Back Meet with Stakeholders Selling Your Vision


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Understand the Goals Build a Business Case Recruit a Change Agent Get an Executive Sponsor Counter Push-Back Meet with Stakeholders Selling Your Vision


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Understand the Goals Build a Business Case Recruit a Change Agent Get an Executive Sponsor Counter Push-Back Meet with Stakeholders Selling Your Vision


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Understand the Goals Build a Business Case Recruit a Change Agent Get an Executive Sponsor Counter Push-Back Meet with Stakeholders Selling Your Vision


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Understand the Goals Build a Business Case Recruit a Change Agent Get an Executive Sponsor Counter Push-Back Meet with Stakeholders Selling Your Vision


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Key Takeaways Getting the C-suite to see the benefits of marketing automation is a big part of making it work. Focus on the perspectives of each C-suite persona – understand their pain points and concerns! Build a strong business case first. It will help you argue the importance of automation with all stakeholders.


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Questions? Thanks for attending!


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