Process roadmap for lead management

Proprietary Work Product of James Vander Putten 1

No Process … No Progress

An Illustrative Step By Step Process Guide For Lead Optimization

Step 1 Building the bridge to the “To – Be” process

James Vander Putten December 2013


Design for the end game

Process Process OptimizationOptimization


Build a knowledgebase -- Inputs from competition, internal/external SMEs, partners, web, social etc.

Knowledge Type Knowledge Source Insights Dependencies for success

Benchmarking1. IBM2. Company B3. Company etc.

1. Integrated touch-point messaging changes monthly

2. Uses varied content e.g. video, white papers, social forums

3. Insight C4. Insight D5. Insight etc.

1. Need for multi-touch expertise2. Content supply chain3. Impact statement C4. Impact statement D5. Impact statement etc.

Competitive Intelligence

1. IBM2. Xerox3. Company C4. Company D5. Company etc.

1. Leverage personas2. Leverages dynamic personalization3. Leverages product configurators4. Insight D5. Insight etc.

1. Need for personae analysis2. Web infrastructure must enable

personalization3. Will need product configurators 4. Impact statement D5. Impact statement etc.

Knowledge Building Tool- Demand Generation Illustration

Continue with other knowledge sources


Develop a planned process that can bridge from the “As - Is” to the “To - Be” for levels 0 – 6

Strategic Business Development Levels 0 – 3 *

Budget Alignment

TAM and Targets

Value Propositions

Program Themes

Offer Development

????

1

4

2

3

* Based on Aris Modeling

5 Year Plan

Annual Plan

Regional Plan

???t

Market & Customer Research

NPI Status

Paradigm Solutions

Status

???

???

4.1 Campaign Development

4.2 Campaign Content Build

4.3 Tactic Orchestration

4.4 Campaign Launch

4.5 Campaign Assessment

4.6 Qualified Leads Hand-off

to Sales

Lead Nurture

Tele- Qualification

Opportunity Management

Deal Close

Close to Cash

???

Customer Training

Product Configuration

Product Deployment

???

???

Web Tools

User Communities

Tele-Support

???

Identify as many core processes as

possible


Process map to Level 6 to get to task-based processes across the marketing value chain

6.1.1 Gather Requirements

6.1.4 Confirm Tactic e.g., PPC, Web

6.1.5 Identify KPIs and Metrics

6.1.8 ?

6.1.6 Develop Analytic Plan

6.1.9 ?

6.1.7 ?

6.1.2 Synthesize Requirements

6.1.3 Translate Core Content Needs

6.2.1 ?

6.2.4 ?

6.2.5 ?

6.2.8 ?

6.2.6 ?

6.2.9 ?

6.2.7 ?

6.2.2 ?

6.2.3 ?

Create Level 6 for each value chain in

Level 5 … this is task level planning


Create a governance process from the general (L3 to task level (L-6) processes … who owns what

6 Sponsors, Owners, ActorsSponsorOwners:Actor 1Actor 2Actor 3

1 Process ObjectiveThe overall objective of the Lead Management process is to …

2 Process Inputs … and Out-puts 3 Out Of Scope … futuresProcess begins with … ends with 1. List

2. List 3. List 4. List 5. List

6. List 7. List 8. List 9. List 10. List

4 Assumptions/Dependencies 5 Risks AND “Hot Tamales”1. Assumption2. Assumption3. Assumption4. Assumption

1. Risk2. Risk3. Risk4. Risk

Hot Tamales- Probable areas of

greatest cross-functional friction


Develop strategic marketing imperatives by tactic e.g., in order to succeed we will …

Marketing Tactic e.g. Social, PPC, Nurture How we win Benefits High-level Build

Drivers Dependencies

PPC We will focus on conversion rates > 15% to drive inquiries

1. Benefit2. Benefit3. Benefit

1. Budget2. Key word expertise3. Agency partner

1. Dependency2. Dependency3. Dependency

SEO

We will review performance monthly against ourselves and key competition and deliver 3% month over month improvement


1. Driver2. Driver3. Driver


Social (Channels, Forums etc)

We will focus on engagement and sentiment




Nurture

We will have nurtures in place for each new target name and for cross-sell / up-sell; we will do this for all core products




eMailWe will base communication on nurtures, newsletters and webinar invites




Personalized WebWe will reduce clicks and bring visitors to their most recent content area




Lead Management Tactic Orchestration for Internet Marketing


Rationalize tactic deployment and identify dependencies

Marketing Tactic e.g. PPC vs.

Nurture

SLAs

Attribute: speed, scale, efficiency etc.

Definition and Capabilities Key KPIs

Best-in-Class Values

Target Values By When

Upstream/ Downstream Processes

1. Tactic/ function

2. Tactic/ function

3. Tactic/ function

4. Tactic/ function

5. Tactic/ function

6. Tactic/ function

7. Tactic/ function

???

This enables:

This requires

Program Development

Opportunity Mgmt

??????

Function e.g., Lead Management

8


Ensure you have the clear and competent process ownership across the marketing values chains at L6 – L7

ProcessIndividual

OwnerList of Skills

Needed

Importance of Skill for Success

Skills Assessment

Gap Closing Plans

5.1 Campaign Development

5.2 Content Build5.3 Campaign Launch

5.4 Campaign Assessment

5.6 Lead Hand-off


Process continuation

Build the “To – Be” at Level 6 and 7

Align SLAs for new process

Execute campaigns using new process

Assess and modify new processes

For more information please contact --• James Vander Putten• [email protected]• 914 419 8830

mailto:[email protected]

Process roadmap for lead management

Marketing

Transcript of Process roadmap for lead management