crunching “big data” to drive 2012 revenue growth: the 5 myths of sales & marketing...
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IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 2
Agenda
State of the Market
Is “Big Data” analytics helping companies improve Sales & Marketing performance?
The Five Myths of Sales & Marketing Analytics
Overcoming the barriers to faster results, bigger impact
A Scalable Framework for Sales & Marketing Analytics
MarketBridge DemandAnalytics approach
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Overall Deployment and Use of Analytics Source: MIT/Sloan Management Review, Fall 2010 (co-sponsored by IBM) 3,000 executives
What is your tendency to use Analytics vs Intuition to drive critical business decisions?
What are the critical barriers to widespread adoption of Analytics in your business?
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Top Pressures Facing CMOs Source: Aberdeen Group Survey of 160 CMOs, July 2011
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Marketing Execs’ Most Important Organizational Issues Source: Unica Survey of 279 On-line and Direct Marketing Professionals, 2011 Annual Marketing Survey
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Marketing Execs’ Bottlenecks to Performance Improvement Source: Unica Survey of 279 On-line and Direct Marketing Professionals, 2011 Annual Marketing Survey
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Web Data is becoming Critical to Customer Analytics and Marketing Decision-Making
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State of the Market Sales & Marketing Analytics
High sense of senior executive need and urgency for better Analytics…. Strong need to “connect” Marketing analytics to Sales and revenue performance …But many “hidden barriers” to achieving faster results… …and a perception significant investment with unproven payback
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Agenda
State of the Market
Is “Big Data” analytics helping companies improve Sales & Marketing performance?
The Five Myths of Sales & Marketing Analytics
Overcoming the barriers to faster results, bigger impact
A Scalable Framework for Sales & Marketing Analytics
MarketBridge DemandAnalytics approach
IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 10
The Five Myths of “Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment
Assumptions • Large infrastructure investment (servers,
storage, processing power) • Expensive software licenses • Data acquisition, cleansing, management
Reality • Cloud-accessible processing capacity is
up, costs are down • Most companies have – and don’t use –
the necessary software tools • Sales & Marketing data is already
“streaming” into your operations – you just need to capture it
IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 11
The Five Myths of “Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment
2. Social Media and Digital Marketing change all the rules
Assumptions • Social/digital are creating a complete
change in how customers buy • Social media and on-line data is difficult to
capture; behavior hard to influence
Reality • Social/digital are changing how prospects
find and learn about products… • …but on-line behavior can be captured
with new, readily accessible tools… • …and most customers will still engage via
traditional marketing and sales channels • Learn/shop/buy process still applies
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The Five Myths of “Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment
2. Social Media and Digital Marketing change all the rules
3. PhD-level talent combined w/ low cost offshoring are critical
Assumptions • Analytics is labor intensive (date capture,
cleansing, etc.)… • …and requires sophisticated model
development and predictive analytics expertise found only in PhDs
Reality • Yes, as Analytics efforts get larger labor
intensity can grow…. • ..but too many Analytics investments try
to “boil the ocean” and solve all business problems
• Focused Analytics efforts directed at making specific decisions can be delivered with nimble SWAT teams…
• …and while PhD skills are valuable, they often “overshoot” the needs of decision-making execs
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The Five Myths of “Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment
2. Social Media and Digital Marketing change all the rules
3. PhD-level talent combined w/ low cost offshoring are critical
4. Dashboards and visualization are essential to Sr. Exec. acceptance and organizational deployment
Assumptions • Top priority is to get a clear understanding
historical data and trends… • …and company needs simple, powerful
GUI interfaces to provide access to Analytics across the entire organization
Reality • Reporting and dashboards are a critical
but not sufficient to realize business value – they tend to be “look back” and descriptive only.
• To make decisions that increase revenues or reduce costs, Analytics must be forward-looking and prescriptive - what’s likely to happen next quarter and what should we do about it?
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What Analytics Techniques will Create Value over the Next 24 Months? Source: MIT/Sloan Management Review, Fall 2010 (co-sponsored by IBM) 3,000 executives
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The Five Myths of “Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment
2. Social Media and Digital Marketing change all the rules
3. PhD-level talent combined w/ low cost offshoring are critical
4. Dashboards and visualization are essential to Sr. Exec. acceptance and organizational deployment
5. Analytics is a long-term investment w/ limited near-term financial impact
Assumptions • Multi-million dollar investment in
software, technology infrastructure, data and people
• Big potential payback in 2 years
Reality • According to Gartner, 50% of all Analytics
investments “die of the own weight” • Targeted Descriptive Analytics can lead to
clearly identified cost savings w/in 2 quarters (program elim’s, spending shifts)
• Targeted Predictive Analytics can drive increased revenues on a monthly basis (e.g. prioritized sales calls to high score prospects, predictive renewals and upgrades)
IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 16
The Five Myths of “Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment
2. Social Media and Digital Marketing change all the rules
3. PhD-level talent combined w/ low cost offshoring are critical
4. Dashboards and visualization are essential to Sr. Exec. acceptance and organizational deployment
5. Analytics is a long-term investment w/ limited near-term financial impact
The bar needs to be raised
Sales & Marketing Analytics must be delivered:
Faster Better Cheaper
…and have a more immediate
impact on financial performance
IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 17
Agenda
State of the Market
Is “Big Data” analytics helping companies improve Sales & Marketing performance?
The Five Myths of Sales & Marketing Analytics
Overcoming the barriers to faster results, bigger impact
A Scalable Framework for Sales & Marketing Analytics
MarketBridge DemandAnalytics approach
IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. | Page 18
The New Customer Relationship Development Process Capturing the “Big Data” of Marketing and Sales Interactions
Marketing Sales Channels
Search & On-Line “Footprints”
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Event Attendance
Service History
Purchase History
Campaign Response
Contract Details
Web Content & Downloads
Sales Interactions
Service & Support
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Customer Relationship Development
Digital Marketing Data
CRM and Sales Engagement Data C
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Point-of-Sale and Service Data
$$
© 2011, MarketBridge Corp. | Page 18
Find Learn Engage Buy Attach Renew Upgrade
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DemandAnalytics: Marketing & Sales Business Intelligence Leveraging “Big Data” to Drive Revenues and Optimize Spending
Marketing Sales Channels
Cu
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Bu
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ss
Service & Support
Ve
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Customer Relationship Development
DemandAnalytics/ Marketing Reporting & Optimization
DemandAnalytics/ Predictive Customer Behavior
DemandAnalytics/ Sales Channel Performance
B
usi
nes
s In
telli
gen
ce
Solu
tio
ns
Buyer on-line profiles
Online/Offline Customer
Segmentation
Market basket
Next logical product
Retention/Loyalty Analysis
Purchase incentives
Channel preference
Search/social effectiveness
Media placement
Direct marketing cost per lead
Return on Marketing Investment
Pipeline analysis & revenue
forecasting
Won/loss analysis
Sales resource productivity
Cost-to-sell economics
© 2011, MarketBridge Corp. | Page 19
Find Learn Engage Buy Attach Renew Upgrade
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What is MarketBridge’s DemandAnalytics?
Skilled Business Intelligence Professionals
Proven Analytics Processes & Algorithms
The DemandAnalytics Solution Stack
Customer & Industry Data
Customer dB
Collect Data
Report Results
Analyze & Predict
DemandAnalytics are a set of business intelligence solutions that help companies improve Customer Analytics and optimize Sales & Marketing resource deployment. Leveraging the explosion of “Big Data” from customer web interactions, digital marketing tactics, CRM pipeline, and revenue billing systems, DemandAnalytics provides clients with on-demand reporting and actionable insights to improve growth, control costs, and enhance margins.
DemandAnalytics provides clients with a managed services – hosted remotely or on client site IT platforms – to capture, report, and analyze Sales & Marketing data for:
Predicting Customer Behavior: Leveraging customer interaction data to segment customers and predict likely buying patterns
Marketing Reporting & Optimization: Collecting, tracking, reporting and analyzing the performance of both on-line and off-line marketing tactics and programs.
Sales Channel Performance: Analyzing how Sales channels -- both captive and channel partners – can improve productivity through better buyer targeting, call pattern prioritization, and offer/message tailoring.
DemandAnalytics methodology and solution stack (technology, process, people) is configurable to meet specific client needs and address specific business objectives such as customer acquisition, customer retention, product upsell/cross-sell, new product launch, or channel sales enablement.
Business Intelligence Technologies
© 2011, MarketBridge Corp. | Page 20
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Wanna Learn More?
Call Us
Discuss your issues, our passion
Complete a Rapid Assessment
2-4 weeks
Understand key business issue(s) and drivers
• Acquisition
• Retention/Renewal
• Penetration
Assess specific Analytics opportunity or existing program
ID low hanging fruit and big payback
Create “self-funding” business plan
Engage in a Program
Work with your business executives and analytics team
Accelerate analytics-to-impact
Provide managed service that combines software, technology, data, and professional service expertise
Achieve measurable business impact
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Tim Furey, CEO [email protected] 240-752-1825 Mike Kelleher, SVP Business Development [email protected] 240-752-1819 Mike Riordan, SVP & GM Analytics [email protected] 240-752-1851