Page 1 © 2014 Marketo, Inc. #MKTGNATION14
How Compuware APM keeps reinventing their Marketing initiatives
Maria KarlssonGlobal Marketing Automation Manager | Compuware APM
Laurent SéraphinVP Digital Demand | Compuware APM
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
Compuware1973 Compuware Abend-AID Mainframe fault diagnostics1980s File-AID1990s several acquisitions: EcoSystems, UNIFACE, NuMega, …1992 IPO CPWR2000s more acquisitions: Covisint, Adlex, ChangePoint, Proxima2008 "We make IT rock around the world“2009 Gomez, Inc. acquisition2010 dynaTrace software, Inc. acquisition2013 Covisint’s IPO2014 ChangePoint, Professional Services, Uniface divestitures
Going private with Thoma Bravo: Compuware = Mainframe Dynatrace = Application Performance Management
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66% HardwareSavings
David Snyder, Enterprise Architect4x Faster
Website
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Crystal Clear Visibility 80% Back-Office Performance Improvement 30% Faster Check-Out
Rene NEUBACHERB2C eBusiness Sr Tech Consultant
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30
%
improvemen
t in speed
Andrew Turner
Group IT Director
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1,800% Spike in Traffic
No Bottleneck Jim Houska, Enterprise Architect
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Our challenges
• Marketing transformations
• Organisation
• Market
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Our challenges
• Marketing transformations
• System transformations
• 3 x SFDC instances
• 3.5 x Marketing
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Our challenges
• Marketing transformations
• System transformations
• 1 x SFDC instance
• 1 x Marketing
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What we wanted to achieve
• System of record
• System of engagement• Multi-dimensional• Closed-loop• Marketing Automation
• Agility, Speed, Visibility, Results
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Outcome to date and lessons learnt
• Marketo rolled-out in <3 months(despite internal complexity)
• Full value in <6 months• Cruising in <12 months• Continued throttled acceleration ever since
• Easier to change systems• Slower to change culture
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Outcome to date and lessons learnt
• Std Op Proc vs. red tape• “2nd pair of eyes” rule
• Core internal Marketo team• Strategic initiatives• Tactical projects• Operational enablement
• Marketo Community• Marketo CSM and Support
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Outbound strategy
One OffOutbound
WebinarsLaunchpoint
Event Partner
EventsiPad app for
check in
Automated Outbound
Acquisition
Acceleration
Nurture
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Outbound architecture
Re-engagement
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ACQUISITION
ACCELERATION
SLOW DRIP NURTURE
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Pros & Cons
• Triggered vs. timed batch?• Triggered: Classic Marketo• Timed: CEE
• Languages and timing of deployment• Languages: Can be done in either• Regional timing: Classic Marketo• Global timing: CEE
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Flexible Design Templates
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Flexible Design Templates - emails
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Operational qualitative and quantitative results
• Operational benefits – Scalability:
Marketers across the globe owning and executing their own programs
• More and better quality leads
• Direct impact on Marketing influenced pipeline and revenue
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Looking forward
• Marketo as an “operational hub”• e.g. video integration
• Predictive lead analytics
• Faster, greater, wider Marketo adoption
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Q&A
Maria KarlssonGlobal Marketing Automation Manager | Dynatrace (Compuware’s APM division)
Laurent SéraphinVP Digital Demand | Dynatrace (Compuware’s APM division)