Assurance Marketing Journey Mapping and Customer Engagement · Journey Mapping and Customer Engagement Glenn Cooksley –Director Marketing & Innovation May 2019. ... experience 3rd

SAI GlobalAssurance – MarketingJourney Mapping and Customer Engagement

Glenn Cooksley – Director Marketing & Innovation

May 2019

Our Solution Portfolio

Auditing and CertificationThe adoption and certification of standards, provides a solid framework for organisations to optimise business performance and drive continual improvement.

Product CertificationDemonstrating your commitment to quality and integrity with third party validation that your product meets customer expectations and specific standard requirements.

Food SafetyTransform your operations, maximise efficiencies and minimise risks to achieve sustainable growth and continuous improvement. Achieve business excellence, trust and transparency.

Training SolutionsThe most successful organisations invest in their people and develop leaders. Build your competitive edge with the capability needed to be agile and successful.

Schemes

Gas Safety

CodeMark

Verification

StandardsMark

WaterMark

CE Marking

Type Test

BRC Global Standards

IFS Standards

SQF Standards

GlobalGAP Standards

Aquaculture

Stewardship council

FSSC 22000

ISO Standard

Food Standards

Key Industry Focus

QUALITY & AUDITOR

ENVIRONMENTAL MANAGEMENT

FOODSAFETY &

SUPPLY CHAIN

INFORMATIONSECURITY

BUILDING & PRODUCT CERTIFICATION

MANAGEMENT RISK AUTOMOTIVE & AEROSPACE

BUSINESS IMPROVEMENT

✇HEALTH &

SAFETY

DISABILITY & HUMAN SERVICES

MEDICALDEVICES

Supporting customers globally achieve excellence

"SAI Global's auditors take the fear out of being audited and make it a pleasant and learning experience. I felt free to discuss my concerns and was rewarded with many ideas for improvement."

Brenda MenschQuality Coordinator, Aqua Process Inc.

“We have a great partnership with SAI Global.. It’s no surprise that they have received this [Gartner] recognition for they have the vision and ability to drive innovation to help organizations in highly regulated sectors”.

Linda KeanHealth & Safety Manager, Scottish Power

“SAI Global has been a long-term strategic partner. The team has been very supportive through our program transformation project and results have been very positive.”

Bernie BarberDirector Global ComplianceJohnson Controls

21,000+ accredited

certificates issued annually

Rated over 9 out to 10 by certification clients for audit experience

3rd largest provider of Food Certification in the UK

No 1 provider of Assurance Certification in Australia/NZ/SA2nd largest provider of Aerospace and 4th largest in Automotive 2nd in Forestry Certification in China

Top 3 provider for Automotive and Food Assurance Certification in North America

Over 60,000 clients globally

Over 33% of the Fortune 500 base

Provide training services to over 1m people learning

about quality

Worlds 6th largest Certification Business

120,000+ audits annually

Global Presence

29 Offices across

21 countries

Office locations

Operating regions

Brisbane

Melbourne

AdelaidePerth

Taichung

Operating in 130+ countries

Customer Journey Mapping

… to optimise engagement

What is journey mapping

SAI Global customer experience

Steps to Certification

Segmentation and personas

• Geo/demo segmentation• Pragmatic

• Data limitations

• Psychographic personas• Leaders

• Aspirers

• Dreamers

• Tickers

• Buying group – Decision Making Units

• Economic buyer – CFO/CEO

• The infrastructure buyer – COO/Quality Manager/CIO/Functional Managers (particularly operations)

• The user buyer – Quality Manager/Functional Managers (particularly operations)

• Influenced by scheme and psychographic personas

‘Moments of truth’ & notable points of emotion and opportunity

AIDA

Bid to win

Scheduling

Audit & Report

BillCertification

Recognition and leverage

Nurture and retain

Renewal

Managing cognitive dissonanceCertification quality ‘pathways’ for upsell

Maximising their certificationBrand, PR, enablement toolkits

Removing barriers to entry –operational excellenceReminding them of benefits

Operational excellence – Brand moment of truth

MQL – nurture based thought leadership

Expertise on show – soft skills and technical excellence

No surprisesProof!

Sales enablement – pipeline management

Marketing to these ‘moments of truth’

Lead to revenue framework (no lead left behind)

Inbound Outbound

Marketing Campaign Tool Scores Responders based on Firmographic and Behavioural Scoring

Marketing Qualified Leads (MQLs)

Responses to marketing activity captured

Marketing Qualification & Distribution

Sales Qualification of New Leads

Response & Nurturing Management

Best-in-class organisations distinguish responses vs leads which come from inbound and outbound sources via marketing automation. Marketing nurture a suspect until they demonstrate buying behaviour

1

The second phase of the process shows the qualification process at scale to ensure the leads are ready to pass to sales.• MQL’s are generated

over time using a marketing campaign tool’s scoring and grading capabilities (Adobe Campaign & Pardot)

• Hot Leads are Sales Enquires captured through the website, events or internal/external referrals

Marketing Qualification

2

Lead Stages:New, Working/Contacted, Not Ready Recycle, Qualified, Disqualified, Converted

Sales Qualification3

See new global Sales Opportunity Stages Slide 14

Opportunity Management4

Sales Recycle or Disqualify Leads

Sales Opportunity Management Opportunity Pipeline

Disqualified Lead Feedback for Marketing :• Change of Situation• Not decision maker or

influencer• We don’t have a solution

that meets the need• We can’t provide due to

resource constraints • Existing Opportunity • Unable to contact• Competitor • Other (if rep selects other a

mandatory free text field with the reason is required)

Susp

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Sales Opportunity Management

Sales Qualified Leads (SQLs)

Sales Enquiries Via WebsiteEvents etc. (Hot Leads)

Mar

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Cam

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gn T

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lsSF

DC

/Co

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ass

Sales Convert Lead to

Opportunity

Logical Next Step for Marketing

Leads auto generated and assigned to sales reps via Compass or SFDC using automated workflows

Implicit Explicit

Logical Next Step for Marketing

Logical Next Step for Marketing

Acknowledgement: SiriusDecisions – Demand Waterfall®

Compass

Historical infrastructurePlatform and regional fragmentationmultiple instances, fragmented inconsistent processes

5 geo instances

Compass

A simplified more effective world

Campaign

Training Audit & Certification

Corp org

Global Definitions

Single globalworkflows

SLA’sLead management

MQL’s Lead scoring

40+ SF configurations to drive processes

In support of the discussion

Know your prospect and customer

Understand moments of truth and potential

emotion based interactions

Execute with the right message, media

through leveraging automation

Discussion