under construction the sales and marketing organization of the future
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Under Construction: The Sales and Marketing Organization of the Future May 12, 2010
Executive Summary
Key issues The current marketing structure must evolve to reflect changing marketplace and sales requirements Many marketing and sales functions will be required to work together on this change over the next five years The marketing organizational structure is not a panacea for all alignment issues What you will walk away with An overview of key roles that will change to reflect the second sea change An understanding of the importance of the demand center A view of what future organizational models might look likeSource: SiriusDecisions3
What Now?SiriusPerspective: As a result of the second sea change, the marketing and sales organizations must evolve.
MarketingResponsible for relationship initiation A broader array of programs will now be required Roles must be redefinedEnableate eler Accd ee S
SalesCr eSelfDirect
at e
Will rely more on internal resources for enablement Selling with social media skills becomes a requirement Readiness is essentialure
Search
Collaborate Engage
Nu rt
Source: SiriusDecisions4
POLL QUESTION
Where do you believe your greatest organizational change will occur over the next five years?1. 2. 3. 4. 5. 6.
Field marketing Web marketing Marketing operations Sales operations Product marketing There will be no change
5
New Roles Debut, Old Roles ChangeSiriusPerspective: The changes in sales and marketing will require organizations to rethink the charter of many functions.
Seed Corporate social media Analyst relations Web marketing
Create Field marketing Event marketing Campaign management
Nurture Field marketing Global marketing Product marketing Marketing operations Demand center Global / Product / Operations Nurturing specialist Inbound marketing manager Portfolio marketing
Enable Field marketing Marketing operations Sales enablement
Accelerate Field marketing Sales enablement
From
To
Communication s center Influencer relations Community development
Demand center model Modular Campaign design Segment managers
Product marketing Sales readiness Sales enablement
VP pipeline acceleration Programs manager: pipeline acceleration
Source: SiriusDecisions6
The SiriusDecisions Demand Center ModelSiriusPerspective: xxxx. The demand center is a center-of-excellence model featuring advisory, execution and technical resources.
Teleprospecting Program Assembly
Telemarketing
Project Management Office Nurturing Plan
Campaign Execution
Call Center
Deployment Data Services Campaign Management
Demand Central
Play Alignment Web Anthropology
Infrastructure
Lead Management
Adaptive Marketing
Marketing Database
Source: SiriusDecisions7
Demand Center: Key ElementsSiriusPerspective: The responsibilities of the demand center can be broken down into five key elements.
Demand Central: Highly leveraged, repeatable marketing activities which are centralized Infrastructure: Common marketing infrastructure CRM, MAP and measurement Telecenter: In-house or outsourced televendors managed either centrally or regionally Program Assembly/Execution: Marketing components centrally developed, then assembled and executed in regional centers Advisory Services: Agency-like service to provide local marketers with advice on how marketing programs should be deployedSource: SiriusDecisions8
Whats in Store for Field Marketing?SiriusPerspective: We see the role of field marketing move lower in the waterfall to tackle new challenges.Demand Center Event marketing Nurturing programs Portfolio marketing Campaign execution Teleservices Data services/targeting Field Marketing Pipeline acceleration Sales enablement Account-based marketing Campaign execution Event management Closed/Won BusinessSource: SiriusDecisions9
Inquiries
Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs)
Demand Center: Success FactorsSiriusPerspective: Demand centers are only successful with the help of key enabling functions.
Product Marketing Global Marketing Marketing Operations Demand Central
Creates the go-to-market strategy May be focused by product or solution area Develops corporate campaign model Manages asset development Creates modular programs Develops central processes and measurement Manages infrastructure and measurement Manages budget and approval process Part of demand center model Data management and segmentation Highly repeatable activities
Source: SiriusDecisions10
The Changing Role of TeleprospectingSiriusPerspective: More companies are choosing a hybrid model of outsourced and insourced teleprospecting.
Outsourced New Markets Nurturing Pipeline acceleration Research Appointment setting Insourced Qualification Key accounts Core markets
Source: SiriusDecisions11
The Changing Role of TeleprospectingSiriusPerspective: More companies are choosing a hybrid model of outsourced and insourced teleprospecting.
Outsourced New Markets Nurturing Pipeline acceleration Research Appointment setting Insourced Qualification Key accounts Core markets
Source: SiriusDecisions12
Web Marketing: A Change is ComingSiriusPerspective: The Web marketing role can no longer be relegated to a single function; a federated approach is necessary.
Corporate Marketing
Demand Center
IT
Marketing Operations
Online branding User experience Governance Content management strategy Product collateral Social media
Microsite deployment Landing pages SEM/SEO Online media Web nurturing Demand gen copy
Infrastructure/tools Systems development Web services Web data management
Web analytics Marketing data policy Marketing systems
Source: SiriusDecisions13
Operations, UnifiedSiriusPerspective: The integrated sales pipeline is driving sales to redefine productivity in conjunction with marketing operations.Sales OperationsSales Performance Demand Creation Closed sales Pipeline Activity Leads Pipeline impact Sourced leads Closed deals
Marketing OperationsDemand Waterfall
Qualified
Solution Enablement Sales utilization Deal size Product launch uptake Selling time Acceleration Demo Deal velocity Influence Stakeholders
Propose Close
Source: SiriusDecisions14
Productivity Engine: Sales OperationsSeed Create Nurture Enable Accelerate
VP Sales Operations
VP Field Operations
Worldwide Operations
Sales Technology
Sales Readiness
Sales Training & Development
Sales Planning & Analytics
Sales Programs
Region Operations
Sales Platforms CRM/SFA Systems Report Creation Internal Systems Sales Tools
Lead Management Content & Collateral Messaging Product Launch Campaign Support Competitive Intelligence Sales Communication
New Hire Training Sales Process & Methodology Skills Development Product Knowledge Industry Awareness Leadership Development SFA / Tools Capability
Expense & Budget Planning Territory Coverage Model
Briefing Center Proposal & Strategy Center Sales Support Client Demos
Sales Systems Sales Readiness Sales Training Reporting & Analytics Sales Programs
Reporting and Analytics Comp & Quota Planning Business Policy & Rules Pipelines & Forecast Deal Management
15
Productivity Engine: Sales OperationsSeed Create Nurture Enable Accelerate
VP Sales Operations
Sales Readiness VP FieldOperations
Worldwide Operations
Sales Technology
Sales Readiness
Lead Management
Sales Training & Development
Sales Planning & Analytics
Sales Programs
Region Operations
Sales Platforms CRM/SFA Systems Report Creation Internal Systems Sales Tools
Lead Management Content & Collateral Messaging
Content &New Hire Collateral Training MessagingSales Process & Methodology Skills Development Product Launch Knowledge
Expense & Budget Planning Territory Coverage Model
Briefing Center Proposal & Strategy Center Sales Support Client Demos
Sales Systems Sales Readiness Sales Training Reporting & Analytics Sales Programs
Reporting and Analytics Comp & Quota Planning Business Policy & Rules Pipelines & Forecast Deal Management
Product Product LaunchCampaign Support Competitive Intelligence
CampaignIndustry Awareness Support
Sales Communication
Competitive SFA Intelligence / ToolsCapability
Leadership Development
Sales Communication16
Marketing Operations Makes Its Own ChangesSiriusPerspective: The marketing operations role will need to expand , driven by greater data, systems and planning requirements.The Data Reality
B-to-B Marketing Automation
$1 $100 30% 5%
How much it costs to fix a contact upon it entering your database How much costs to keep a bad record in your database, use it and clean it up later Average percentage of bad records in a b-to-b database Average percentage of bad records in a best-in-class b-to-b database
2010 2015 7%-10% 30%+Less than 25% of organizations that have implemented a MAP fully currently utilize its potential
Doing More with Less Program investment will out pace personnel growth for the next five yearsSource: SiriusDecisions17
Marketing Operations: Alignments GlueSiriusPerspective: xxxx. Marketing operations is a key alignment function as it moves from a tactical role to a strategic imperative.Marketing Measurement Sales Alignment Best Practice Syndication/Training
Marketing Systems
Marketing Operations
Data Integration
Process Management Data Quality/Management
Budgeting/ Planning
Source: SiriusDecisions18
Process and the Product Marketing FunctionSiriusPerspective: With greater upstream planning being implemented, product marketing has become a key alignment leader.Marketing Alignment MapBusiness UnitPRODUCT MANAGEMENT Product strategy Technology assessment Product roadmap Pricing Lifecycle management PRODUCT MANAGEMENT Product launch Technical content Use-case development Release management Solution alignment PRODUCT MANAGEMENT Knowledge requirements for sales Technical content for campaigns Social media PRODUCT MANAGEMENT SME support Training Launch support Analyst/press relations
Product StrategyPRODUCT MARKETING Target market definition Positioning Messaging Pricing Competitive analysis MARKET INTELLIGENCE Win/loss Syndicated research Primary research Client data
GTM StrategyPRODUCT MARKETING/ MARKETING OPS Sales launch plan Product knowledge Solution strategy Strategy interlock PRODUCT CORPORATE MARKETING Analyst relations Global campaign development Solution marketing
Demand CreationPRODUCT MARKETING GLOBAL MARKETING Program strategy Playbook defined Campaign content FIELD MARKETING MARKETING OPS Program assembly Program execution Lead distribution
Sales ReadinessPRODUCT MARKETING Competitive messaging SME sales support Product training Sales support SALES OPERATIONS/ CORP. MARKETING Marketing tools/collateral Sales training Sales systems
Marketing
Source: SiriusDecisions19
The Marketing EcosystemSiriusPerspective: The marketing ecosystem is changing to one of specialized roles and shared services.Planning, Process, Data/Systems
Marketing Operations
Measurement, MAP, Best Practice
Community Development
Product Management
Product Marketing Solution Marketing Industry Marketing
Marketing Programs Campaign Model Asset Development Asset Management Playbook Creation Programs/tacticsEMEA Demand Center Demand Central APAC Demand Center NA Demand Center
Field Marketing Field Marketing Field Marketing Field Marketing Field Marketing
SeedBrand/Adv Influencer Relations
CreateMarcom Web Marketing
Nurture
Market Intelligence
Enable/ ExecuteLead Generation, Enablement, Acceleration Source: SiriusDecisions20
Awareness, Community, Nurturing
An Emerging Market OrganizationSiriusPerspective: Marketing organization structures will evolve with new roles emerging in all areas of marketing. $30MM-$500MM Product-centric/Sales/driven
Influencer relations Marcom Brand Social media strategy Director, Social Media
Product GTM Program content Social media content Director, Enablement Programs
Program Assembly Teleservices Web marketing
Marketing automation Best practices Dashboard Data
Channel development Marketing through partners
Program execution Best practices Dashboard Data
Director, Portfolio Marketing
Director, Nurturing Programs
Director, Pipeline Acceleration
Seed
Enable
Create/Nurture
Accelerate
Source: SiriusDecisions21
The AggressorSiriusPerspective: As marketing organizations scale, the demand center and field marketing roles become more specialized.$500MM-$1B Solution-focused/market-drivenSeed Create Nurture Enable Accelerate
Source: SiriusDecisions22
The AggressorSiriusPerspective: As marketing organizations scale, the demand center and field marketing roles become more specialized.$500MM-$1B Solution-focused/market-drivenSeed Create Nurture Enable Accelerate
Source: SiriusDecisions23
The AggressorSiriusPerspective: As marketing organizations scale, the demand center and field marketing roles become more specialized.$500MM-$1B Solution-focused/market-drivenSeed Create Nurture Enable Accelerate
Source: SiriusDecisions24
The AggressorSiriusPerspective: As marketing organizations scale, the demand center and field marketing roles become more specialized.$500MM-$1B Solution-focused/market-drivenSeed Create Nurture Enable Accelerate
Source: SiriusDecisions25
The Innovator$1B+ Efficiency/innovation-drivenSeed Create Nurture Enable Accelerate
Source: SiriusDecisions26
The Innovator$1B+ Efficiency/innovation-drivenSeed Create Nurture Enable Accelerate
Source: SiriusDecisions27
The Innovator$1B+ Efficiency/innovation-drivenSeed Create Nurture Enable Accelerate
Source: SiriusDecisions28
The Innovator$1B+ Efficiency/innovation-drivenSeed Create Nurture Enable Accelerate
Account Management
Source: SiriusDecisions29
POLL QUESTION
Outside of organizational change, how else can marketing improve alignment to sales?1. 2. 3. 4. 5.
Improve communications Create more leads Develop pipeline acceleration campaigns Increase enablement programs Buy them beer!
30
Build Your MenuSiriusPerspective: In addition to organization changes, marketing must align programs for sales in a more comprehensive manner.
Where do my clients gather online? What do they do on our Website? How can marketing help me get leads for clients and non clients? How can you help me nurture leads that arent ready for sales, or reinvigorate dead leads? I need to do my own marketing; how can you help me? Keep the leads coming but everything is stuck in my pipeline. What can you do?
Seed
Targeting Propensity to buy Awareness/favorability Net-new account marketing Cross-sell/upsell programs Programs by sales tier Web nurturing Pre-MQL nurturing Recycling/reconstitution Content assets Campaign-in-a-box Account-based marketing Reason-to-call programs Influencer-based programs Reference-based selling Pipeline acceleration Source: SiriusDecisions31
Create
Nurture
Enable
Accelerate
Program Alignment Menu
Direct
Channel
Inside
20% Marketing contribution to pipeline Demand generation/ enablement blend
Marketing through the channel with demand generation Enablement focused
Demand generation to feed outbound engine Volume-focused
Source: SiriusDecisions32
Aligning MeasurementsSiriusPerspective: Marketing investment measurement will move to align to revenue, efficiency and sales impact.Avg. Program Spend 51% 52% 55% 58% 62% Avg. Program $/ Marketing Mgr $110K $181K $253K $265K $274K Avg. Program $ / Salesperson $31K $46K $53K $43K $38K Avg. Revenue $ / Marketing $2.4MM $5.4MM $8.5MM $9.1MM $36MM Average Pipeline Contribution 41% 33% 25% 18% 14%
Revenue Range $30MM$100MM $101MM $500MM $501MM-$1B $1B-$5B $5B +
Source: SiriusDecisions33
Action Items
Measure Expand marketing measurements to reflect the sea change Link marketing KPIs to resources and revenue Align Develop a marketing menu to align to key sales questions and sales models Revisit the organizational model and determine how new functions will evolve over the next five years Transform Evolve your field marketing strategy to include a demand center strategy Build your future ecosystemSource: SiriusDecisions34
Recommended Research
Determining the Role of the Demand Center The Dawn of the Demand Center Sales Readiness 2.0: Ready, Set, Grow! Global Marketing Core Strategy Report
Source: SiriusDecisions35
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