20161115 Minds&More_Preparing a succesfull marketing automation project

5th Marketing and SalesPerformance summit

16 november 2016

event partners Business partners

DEVELOPING A COMMON PLAYFIELD BETWEEN SALES AND MARKETING TO PREPARE A SUCCESSFUL MARKETING AUTOMATION PROJECT

Break out 1Marketing track 14:00 – 14:45

Kris Van Den Steen, CMO at Federale Verzekering

Thomas Donck, Partner at Minds&More

Creating a common playfield for a successfulmarketing automation implementation

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Before we start …

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Before we start …

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How many of you are using email marketing?How many who use it are satisfied about the results?

Before we start …

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How many of you are already using marketing automation?

How many who use marketing automation are satisfied about the results?

When do you benefit the most

Not using marketing automation but looking for a way how you can introduce and initiate it

• Basic conditions; project steps

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Using already marketing automation but things are not running as expected (poor results)

• Project remediation

Questions to begin with

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What isyour

startingpoint?

With whomshould you

engage?

How do youdefine the

scope?Which toolshould you

choose?

How muchtime does it

take?

Case: Roadmap to MA @ Federale Insurance

Brief Introduction

• Company profile

• Strategic goals

• Marketing Challenges

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Company Profile

Founded in 1911 as a mutual InsuranceCompany by 13 construction companies.

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Head Office, Brussels + 5 Regional HQs(Charleroi, Kortrijk, Luik, Gent, Hasselt)

640 FTE

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340 €mio

PREMIUM INCOME

205 €mio Non-life

135 €mio Life

PI VS. TYPE OF CUSTOMERS

64 % SME (mainly Construction Companies)

36 % Private customers

7254Handled claims

in workerscompensation

(2015)

4XDECAVI-Award for Workers

Compensation (Non-Life)

Direct distribution

About 100Sales

touchpoints

100 % Independent

100 %Belgian

154 000 Customers of

whom

28 000companies Since 1911

> 100years

3xDECAVI-award for

F-Manager VIP (Life)

About €19 mio

Policy holderdividend payout

Total

€ 340 mio

GWP

5 Regional HQ’s33 branches

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60 consultants

Direct Distribution Channel

Company strategic goals

Plan for growth: Str@teGo! 2020

Premium income+50% whileincreasing costwith max +15%

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Increase marketshare in Small Enterprises & Self EmployedBusinesses

Develop a multi-niche & multi channelstrategy

Marketing Objectives & Challenges

Objectives for marketing

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Accelerate growth in strategic customer segments

Improve & speed up sales cycle & process

Increase number & quality of generated leads

Develop content marketing & lead generation skills

Marketing Objectives & Challenges

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Challenges

Integrate MA in sales process & customer interaction

Clarify the role of marketing

Alignment between Sales/Marketing/Operations

Phased approach

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PHASE

1

Create common vision and cultural

fit

Screening & selection

PHASE

1PHASE

2

Create common vision and cultural fit

1. Senior management involvement

2. MA project to support company results

3. Let figures talk baseline

4. Document current End to End process

5. Impact on current marketing KPIs

6. What's in it for each function

7. Fit with function and company culture

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PHASE

1


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PHASE

1

• CEO involvement during steerco

• Interviews and work sessions

• From presentations discussions

• Top down bottom up

1. Senior management involvement


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PHASE

12. MA project to support company results

• Which levers will it influence?

• Ensure buy in by different functions

• Marketing taking key role in achieving results (with Sales)

• Communicate expected impact:

- More leads +50% to + 150% over 6 months

- Revenue growth : +10% over 6 to 9 months

- Conversion ratio: increase with 50%

- Increase # of visits website: +50 to +150% over 6 months


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PHASE

13. Let figures talk baseline

• Measure data / impact of campaign

• Analyse CRM pipeline: Lead – Offer – Contract

• What is Marketing generate and what did Sales convert

...


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PHASE

14. Document current End to End process

• Campaigns not segmented

• Role marketing : Focus on lead management

• Many leads but no nurturing

• No recycling of lost leads

• No concept of MQL and SQL

• Limited marketing activities during sales process & customer lifecycle


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PHASE

15. Impact on current marketing KPIs

• Improved Marketing KPIs

• KPIs in line to support overall company objectives and results

• Worked on 4 dimensions:

1. Campaigns:

- Number an type of campaigns

- New New versus New Existing Campaigns

- Number of campaigns initiated by sales

2. Leads: # of leads and # of SQL and SQL conversion

3. Prospects / Contracts: conversion ratios

4. Cost: Cost / lead + overall marketing spend

“If you can’t measure it, you can improve it.”

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PHASE

16. What's in it for each function

Linked to point 1 ensure we work on each of the functions challenges.


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PHASE

17. Fit with function and company culture

Screening & Selection

1. Clarity in the To Be process and scope of MA

2. Clarity on selection / decision criteria to be using

3. RFP including project context and use cases

4. Standard grid / framework to compare responses

5. Project ROI calculation

6. Future Marketing organization and governance

7. Be ready to accelerate when decision is taken

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PHASE

2

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PHASE

21. Clarity in the To Be process and scope of MA


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PHASE

22. Clarity on selection / decision criteria to be using


MARKETING AUTOMATION –SCATTERED LANDSCAPE 2016

GARTNER QUADRANT –MARKETING AUTOM.- JAN. 2016

# CRITERIA WEIGHT (1-5)

1 Multichannel Campaign Mngmt

2 Lead Management process

3 Digital Marketing

4 Marketing Resource Management

5 Web Content Management

6 Analytics

7 Social Media


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PHASE

23. RFP including project context and use cases

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PHASE

24. Standard grid / framework to compare responses


BUDGET COMPANY 1 COMPANY 2 COMPANY 3

Budget type (fixed / T&M)

Avg Day rate

Estimated # of Man-days

Cost / Records (300K)

License cost

Support / Maintenance

Total Implem. Cost

Yearly. Operat. Cost

Budget definition approach

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PHASE

25. Project ROI calculation


Telesales As Is Min

Scenario %

Max

scenario %

Min

Scenario

Max

Scenario

Adviseurs

As Is

Min

Scenario %

Max

scenario %

Impact op As Is

(Min)

Impact op As Is

(Max

Call pogingen 39000

Effectief contact 24000

Afspraak gemaakt 3500

Offerte / Prospect 347

Nieuwe klant 193

0 0

Gem. Incas Segm 3 0 € 0 € 0 € 0 € 0 €

Incasso 0 € 0 € 0 € 0 € 0 €

Marge 0 € 0 € 0 € 0 € 0 €

Delta (pos impact) 0 € 0 € 0 € 0 €

0 € 0 €Total pos impact (Telesales + Advis) - Marge

Total pos impact (Telesales + Advis) - Klanten

TeleSales Afspraken door adviseurs rechtstreeks


Impact on Marketing Organization:

• Digital Marketing Coordinator

• Campaign manager

• Marketing Communication Manager & Team

• Segment Coordinator

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PHASE

26. Future Marketing organization and governance


• Dependencies with other projects

(eg. CRM, Website, Data quality)

• Availability of business and IT resources

• Move quickly to POC with selected campaign

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PHASE

27. Be ready to accelerate when decision is taken

Lessons learned

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Keep it simple,

start small (POC)

and gradually

expand

Ensure resources

/ skills are there

to keep it running

once live

External support

to facilitate

discussion,

challenge us and

bring external point

of view / expertise

Project ROI key to

ensure buy in

+ what’s in it for

each function

Ensure project

can quickly

integrate in other

initiatives when

we decide

to start

Do not

underestimate

company /

functional

cultural impact

Marketing Sales TransformationMarket Assessments Sales & lead management Defining vision & mission

Segmentation, targeting & positioning

Large account management process

Shifting the paradigm and change management

Product management & marketing

Creating & managing opportunities

Building customer centric or solution led organizations

Go to market plans & activation Sales Enablement Organizational design

Social Selling Mastery (Marketing) Social Selling Mastery (Sales) Social Selling (Leadership)

Communication management Value based selling and pricing Innovation & NPD processes

Pricing & value capturing Negotiating success Internal communications

(Employer) brand management Leveraging your CRM tools Coaching & capability building

Customer experience & loyalty Partner channel management Marketing & sales alignment

Marketing performance & KPI’s Building employee engagement

Deep expertise from a team with 600+ years of collective experienceInterim services. Consulting. Academy / training.

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MINDS&MORE cvbaPark Hill OfficeJan Emiel Mommaertslaan 16b1831 Diegem

www.mindsandmore.biz Tel: +32 (0)2 704 49 40

Pieterjan Kempynck, PartnerMobile: +32 (0)477 700 541Email: [email protected]

Francois Delvaux, PartnerMobile: +32 (0)495 242 986Email: [email protected]

Benny Van Calster, PartnerMobile: +32 (0)475 633 483Email: [email protected]

Myriam Vangenechten, PartnerMobile: +32 (0)477 508 640Email: [email protected]

Pascale Hall, PartnerMobile: + 32 (0) 472 445 983Email: [email protected]

Grégoire Van der Veken, PartnerMobile: +32 (0)495 582 221Email: [email protected]

Thomas Donck, PartnerMobile: +32 (0)494 566 844Email: [email protected]

20161115 Minds&More_Preparing a succesfull marketing automation project

Marketing

Transcript of 20161115 Minds&More_Preparing a succesfull marketing automation project