Selling Marketing Automation to the C-Suite
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Selling Marketing Automation to the C-Suite Hally Pinaud Sr. Product Marketing Manager, Marketo @Hallypino
Transcript of Selling Marketing Automation to the C-Suite
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!
