Proving Marketing ROI:The ESI Success Story

James Latham

March 29, 2016

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About Our Guest

• 25+ years B2B experience on both the client and agency side

• Has held executive level marketing, alliances and GM positions at leading global companies

• Strategic and execution oriented experience with leading brands like IBM, Microsoft, OpenText and more

• Board advisor for Covario & Veelo

• Founded in 1944

• Laser-based processing systems for circuit boards, integrated circuit packaging, semiconductor wafer processing and much more

• Global business with offices throughout the world

James LathamCMO, ESI

Proving Marketing ROI: The ESI Success Story

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The Challenge

The Products

• Complex, technical products

• Fast paced market

The People

• Geographically dispersed sales team

• Reactive in nature—ad-hoc requests to content creators for latest content

• Often, each sales rep maintained their own version of key messages

Proving Marketing ROI: The ESI Success Story

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The Remit

More closely align product marketing and sales

Increase messaging consistency through use of approved content/messaging

Reduce urgent, ad-hoc requests

Proving Marketing ROI: The ESI Success Story

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The Approach: Veelo™ Sales Effectiveness Platform Pilot

Engage

• Lightweight process

• No FTF training

• Short pilot with key, early adopters

• Limited geo coverage to 2 countries

Adoption

• Planned for a month finished with success in 2 weeks

• Word spread fast, other countries clamored to get in

• Early adopters became biggest advocates

Proving Marketing ROI: The ESI Success Story

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Tracking the Results

• Goals: 80% of sales team usage monthly

• Usage = Value

• 80% at 3 stars or above for Content Rating

• Content Quality = Usage = Value

• Content Volume: Consistently Increasing Monthly Goal for Additional Content and Refreshes

• More Content = Usage = Value

Proving Marketing ROI: The ESI Success Story

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Concluding Thoughts

There needs to be real value to sales

Launch with early adopters and let enthusiasm spread organically

Make it a management focus

Track and refine

Proving Marketing ROI: The ESI Success Story

Thank you!

Email marketing@veeloinc.com with any questions or

requests.

Visit ESI at http://esi.com, or follow James @jlatham.

To learn more about Veelo’s sales effectiveness platform, go to http://veeloinc.com, or follow us @veeloinc.