Selling Marketing Automation to the C-Suite

Hally PinaudSr. Product Marketing Manager, Marketo@Hallypino

Executive Buy-in?

AgendaUnderstand the Goals

Build a Business Case

Recruit a Change Agent

Get an Executive Sponsor

Counter Push-Back

Meet with Stakeholders

A Plan to PersuadeUnderstand the Goals

Build a Business Case

Recruit a Change Agent

Get an Executive Sponsor

Counter Push-Back

Meet with Stakeholders

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

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.

State Your GoalNothing is more compelling than straightforward data• Proof points – why?• Data for your business

Building a Business Case

Context is KingGive a state of the business:• What are you doing now?• How will this fit?

Building a Business Case

Investment and CostsWhat does it cost? (Not just the solution, but all of it.)

Building a Business Case

Change ManagementHow will this all come together?

Building a Business Case

Change Management

Discover Define Deliver Drive

You Need a Change Agent

You? A Colleague? Your Boss?

Approach Your Stakeholders

Marketing

Stakeholders

Getting an Executive SponsorWhat do you need to know?

• 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

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

• What is the cost and ROI?• Resources needed?• What gaps do we have in

marketing?• Change management plan?

The CMO’s Questions

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

• 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

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

• 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

The Sales VPFocused on growth, profit, and sales efficiency.

• 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

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

• How secure is this solution? • Will it integrate with other

systems?• How much will you use it?

The CIO’s Questions

Countering ObjectionsThings you should be prepared to hear.

“We have too many campaigns/events/etc. coming up.”

If You Hear…

“We don’t have the staff to do something like this.”

If You Hear…

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

If You Hear…

Selling Your VisionUnderstand the Goals

Build a Business Case

Recruit a Change Agent

Get an Executive Sponsor

Counter Push-Back

Meet with Stakeholders

Understand the Goals

Build a Business Case

Recruit a Change Agent

Get an Executive Sponsor

Counter Push-Back

Meet with Stakeholders

Selling Your Vision

Understand the Goals

Build a Business Case

Recruit a Change Agent

Get an Executive Sponsor

Counter Push-Back

Meet with Stakeholders

Selling Your Vision

Understand the Goals

Build a Business Case

Recruit a Change Agent

Get an Executive Sponsor

Counter Push-Back

Meet with Stakeholders

Selling Your Vision

Understand the Goals

Build a Business Case

Recruit a Change Agent

Get an Executive Sponsor

Counter Push-Back

Meet with Stakeholders

Selling Your Vision

Understand the Goals

Build a Business Case

Recruit a Change Agent

Get an Executive Sponsor

Counter Push-Back

Meet with Stakeholders

Selling Your Vision

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.

Questions?Thanks for attending!