4 pillars to the science of marketing

by nicolas draca, 2016

nicolas draca vp growth & demand marketing at speaker, advisor and angel investor at ohana project

technology revolution

data revolution

communication revolution

ORCHESTRATE CUSTOMER LIFECYCLE

TALENT

The driving force for success

four pillars

LIFECYCLE

Right contact, right offer, right

channel, right time

INSIGHTS

Data, information, knowledge to intelligence

OPERATIONS

Plan, execute, automate and optimize

talent the driving force for success.

be relentless about success

experiment

insights shifting from data to intelligence.

big data

Information Why did it happened?

Data What happened?

big smart data

Intelligence What is the best

that could happen?

Knowledge What will happen?

Information Why did it happened?

Data What happened?

operations building best in class product.

If you are not embarrassed by the first version of your product, you’ve

launched too late.

“ “ Reid Hoffman

ACME Seat Holder move March 16 John S, a former seat holder at XYZ Co, took a new position at ACME

Event March 12 Stephanie D attended a seminar (PS_130902_TBI_Sydney)

Blog visit Feb 7 Bob M visited acme.com/blog

Account Score Jan 15 ACME has increased activity that indicates buying behavior

21%

31%

42%

No Score Low Score High Score

Account propensity model

average close rate

lifecycle orchestrate right contact, right offer, right channel and right time.

DISCOVER

PURCHASE

SELECT

USE

RECOMMEND

MA

INTA

IN

BUILD OPERATE

RIGHT CONTACT, RIGHT OFFER, RIGHT TIME, RIGHT CHANNEL

Ferdinand Magellan was a Portuguese explorer who became known for having organized

the first circumnavigation of the Earth (1521).

Marketer is an explorer: a person who explores the marketing cloud; an adventurer.

ORCHESTRATE CUSTOMER LIFECYCLE