1

HOW TO CUT THROUGH

COMPETITORS' CLAIMS WITH

CUSTOMER REFERENCES

AND ADVOCACY

2

TODAY’S SPEAKERS

Chris NewtonVP, Business Development

Tony DeLollisCTO

Jenny BerthiaumeDirector, Customer Culture

3

HOUSEKEEPING

• Q&A panel on your right

• Recording for those who couldn’t make it

• All attendees will receive slides

• Twitter hashtags #advocatemktg #salesenablement

4

WHAT WE’LL COVER

• Why references matter

• Getting the right references

• Keeping references engaged

• Best practices spotlight – Oracle Marketing Cloud

• Solution overview

• Q&A

55

WHY REFERENCES MATTER

6

COMPETITORS FIGHT HARD

7

Trust

Issues

WE’VE GOT

8

COMPETITOR KRYPTONITE

References help you win;

Advocates get you on the shortlist

- Peter O’Neill

Forrester Research

8

9

BUYERS BUY – NO MORE SELLERS

10

MAXIMIZE THE REFERENCE

Leverage Advocates and References

• Right Voice, Right Time

• Track ROI, Track Conversions

“The delivery of the right information to the right person at the right time in the right formatand in the right place to assist in moving a specific sales opportunity forward.”

Source: CSO Insights

11

GOOD REFERENCE – BEST ASSET

12

REFERENCES IMPACT REVENUE

First part of 2014:

• $96 Million at Fortune 500 Security Hardware company

• $28.7 Million & 239 deals at rapidly growing Communications company

• $550K & 35 deals at mid-sized Medical Software company

13

CSO INSIGHTS DATA

1414

GETTING THE RIGHT REFERENCES

15

MANY OPPORTUNITIES TO ASK

16

BEST PRACTICES TO DEVELOP

• Human in the loop

• Protect the Reference

• Don’t ‘waste’ on a mismatch

• Manage your process

• Channel enthusiasm

• Lead into the reference

• Tie references to revenue!

17

MATCHING REFERENCES DEAL BY DEAL

• Days or hours?

• Old school reference?

• Real-time advocate?

• Tags and categories: CRM, MA

• Pre-match your references

– Industry, deal size, geo, etc …

– Personality, role, title, status

1818

KEEPING REFERENCES ENGAGED

19

RELATIONSHIPS MATTER

20

A LITTLE “THANK YOU” HELPS

21

BEST ARE THINGS THEY CAN’T BUY

Part of the Team

Access

Recognition

2222

BEST PRACTICES SPOTLIGHT

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted 23

Foundation of a Customer Advocate Program

1. Authentic, distinctive, and valuable

2. Thoughtful and proactive in serving customer interests

3. Educate, inspire, and celebrate success

@jennycb

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

An Advocate Program fuels advocacy across the entire organization and into the marketplace

Oracle Confidential – Internal/Restricted/Highly Restricted 24

CUSTOMER ADVOCACY

Educator

Sales Reference Lead User Group

CommunityMentor

@jennycb

Connections

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

Oracle Marketing Cloud Advocate Marketing Toolbox

Influitive (AdvocateHQ)

• External Advocate platform

• Centralized portal to serve, nurture, mobilize, and reward Advocates

RO Innovation (Customer Knowledge Base)

• Internal customer intelligence & reference management tool

• Holistic view on customer engagement, status, collateral & content, and history

Oracle Confidential – Internal/Restricted/Highly Restricted 25

Activate & Mobilize Advocates Identify & Manage Advocates

2626

SOLUTION OVERVIEW

27

INFLUITIVE ADVOCATEHUB RO | INNOVATION

ADVOCATE ENGAGEMENT REFERENCE ASSET MANAGEMENT

Discover

Mobilize

Recognize

Align with Opportunity

Content Sharing

Tracking

28

CREATE REFERENCE ASSETS

29

DELIVER A REFERENCE CALL

30

SALES ASKS FOR HELP

31

MARKETING SERVICES THE REQUEST

32

REQUEST A REFERENCE CHALLENGE

33

PUBLISH THE REFERENCE CHALLENGE

34

ADVOCATE AGREES TO BE REFERENCE

35

SALES HAS THEIR REFERENCE

36

ADVOCATE RECEIVES REWARD

3737

UP YOUR REFERENCE GAME IN 2015

38

QUESTIONS?

Chris NewtonVP, Business Development

Tony DeLollisCTO

Jenny BerthiaumeDirector, Customer Culture

39

WANT TO LEARN MORE?