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Selling Marketing Automation to the C-Suite презентация
Содержание
- 1. Selling Marketing Automation to the C-Suite
- 3. Executive Buy-in?
- 4. Agenda Understand the Goals Build a Business
- 5. A Plan to Persuade Understand the Goals
- 6. Building a Business Case What it is, what you’ll need.
- 7. Why Marketing Automation? Why Now? Companies that
- 8. State Your Goal Nothing is more compelling
- 9. Context is King Give a state of
- 10. Investment and Costs What does it cost?
- 11. Change Management How will this all come together? Building a Business Case
- 12. Change Management Discover Define Deliver Drive
- 13. You Need a Change Agent You? A Colleague? Your Boss?
- 14. Approach Your Stakeholders Marketing Stakeholders
- 15. Getting an Executive Sponsor What do you need to know?
- 16. Have a plan and your business case
- 17. The CMO Cares about ROI, customer experience, and building a more relevant, effective marketing team.
- 18. What is the cost and ROI? Resources
- 19. The CEO Wants financial growth and to
- 20. How will this impact the bottom line
- 21. The CFO Cares about managing expenses, ensuring profitable growth, and containing risks.
- 22. What’s the ROI of this? Why should
- 23. The Sales VP Focused on growth, profit, and sales efficiency.
- 24. Will this give us more leads? Will
- 25. The CIO Wants to innovate and evolve
- 26. How secure is this solution? Will
- 27. Countering Objections Things you should be prepared to hear.
- 28. “We have too many campaigns/events/etc. coming up.” If You Hear…
- 29. “We don’t have the staff to do something like this.” If You Hear…
- 30. “We don’t have enough content to roll out a marketing automation system.” If You Hear…
- 31. Selling Your Vision Understand the Goals Build
- 32. Understand the Goals Build a Business Case
- 33. Understand the Goals Build a Business Case
- 34. Understand the Goals Build a Business Case
- 35. Understand the Goals Build a Business Case
- 36. Understand the Goals Build a Business Case
- 37. Key Takeaways Getting the C-suite to see
- 38. Questions? Thanks for attending!
Слайд 1Selling Marketing Automation to the C-Suite
Hally Pinaud
Sr. Product Marketing Manager, Marketo
@Hallypino
Слайд 4Agenda
Understand the Goals
Build a Business Case
Recruit a Change Agent
Get an Executive
Counter Push-Back
Meet with Stakeholders
Слайд 5A Plan to Persuade
Understand the Goals
Build a Business Case
Recruit a Change
Get an Executive Sponsor
Counter Push-Back
Meet with Stakeholders
Слайд 7Why Marketing Automation? Why Now?
Companies that nurture customers generate 50% more
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.
Слайд 8State Your Goal
Nothing is more compelling than straightforward data
Proof points –
Data for your business
Building a Business Case
Слайд 9Context is King
Give a state of the business:
What are you doing
How will this fit?
Building a Business Case
Слайд 10Investment and Costs
What does it cost? (Not just the solution, but
Building a Business Case
Слайд 16Have a plan and your business case ready – be sure
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
Слайд 17The CMO
Cares about ROI, customer experience, and building a more relevant,
Слайд 18What is the cost and ROI?
Resources needed?
What gaps do we have
Change management plan?
The CMO’s Questions
Слайд 19The CEO
Wants financial growth and to outpace the competition. Thinks long-term
Слайд 20How will this impact the bottom line and fuel growth?
What do
What is time to launch and time to value?
What additional resources will be needed?
The CEO’s Questions
Слайд 22What’s the ROI of this?
Why should we prioritize it?
Does this comply
The CFO’s Questions
Слайд 24Will this give us more leads?
Will they be better leads?
Will this
Will this place any additional burden on sales?
The Sales VP’s Questions
Слайд 25The CIO
Wants to innovate and evolve infrastructure to meet future needs
Слайд 26How secure is this solution?
Will it integrate with other systems?
How
The CIO’s Questions
Слайд 31Selling Your Vision
Understand the Goals
Build a Business Case
Recruit a Change Agent
Get
Counter Push-Back
Meet with Stakeholders
Слайд 32Understand the Goals
Build a Business Case
Recruit a Change Agent
Get an Executive
Counter Push-Back
Meet with Stakeholders
Selling Your Vision
Слайд 33Understand the Goals
Build a Business Case
Recruit a Change Agent
Get an Executive
Counter Push-Back
Meet with Stakeholders
Selling Your Vision
Слайд 34Understand the Goals
Build a Business Case
Recruit a Change Agent
Get an Executive
Counter Push-Back
Meet with Stakeholders
Selling Your Vision
Слайд 35Understand the Goals
Build a Business Case
Recruit a Change Agent
Get an Executive
Counter Push-Back
Meet with Stakeholders
Selling Your Vision
Слайд 36Understand the Goals
Build a Business Case
Recruit a Change Agent
Get an Executive
Counter Push-Back
Meet with Stakeholders
Selling Your Vision
Слайд 37Key Takeaways
Getting the C-suite to see the benefits of marketing automation
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.
