VALUE-DRIVEN INTEGRATED MARKETING A Best-in-Class, Integrated Go-to-Market Approach For B2B Product And Service Providers Focused On New Customer Acquisition And Loyalty-based Retention/Expansion. Joseph Schwartz 914-414-9935 | [email protected]www.linkedin.com/in/josephschwartz Value-Driven Marketing: A Best-in-Class Approach 1
A Best-in-Class, Integrated Go-to-Market Approach For B2B Product And Service Providers Focused On New Customer Acquisition And Loyalty-based Retention/Expansion.
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VALUE-DRIVEN INTEGRATED MARKETINGA Best-in-Class, Integrated Go-to-Market Approach For B2B Product And Service Providers Focused On New Customer Acquisition And Loyalty-based Retention/Expansion.
INPUTS•Key Marketing Activities•Operational Metrics•Metric Targets•Issues, resolutions•Actions•Budget Asks•Budget % spend by category and Product Line (Actual vs. Forecast)•Functional metrics•Highlights
Draft Business Plan sent to WW MarketingX X X X X X X X
100% 100% 100% 100% 100% 100% 100% 100%
Final GTM inputs of the Business Plan X X X X X X X X
100% 100% 100% 100% 100% 100% 100% 100%
Draft IDG, Global Comm, Field Marketing PlansX X X X X X X X
100% 100% 100% 100% 100% 100% 100% 100%
Working Draft Integrated Marketing Plan (IMP) X X X X X X X X
100% 100% 100% 100% 100% 100% 100% 100%
Working Draft of Results Dashboard X X X X X X X X
100% 100% 100% 100% 100% 100% 100% 100%
FINAL Integrated Marketing Plan X X X X X X X X
100% 100% 100% 100% 100% 100% 100% 100%
KPI Maps X X X X X X X X
Executive Summary Briefings X X X X X X X X
100% 100% 100% 100% 100% 100% 100% 100%
Comments
1. LOB2. Services
2 31 4 5 6 7 8
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Elements of the Approach
Value-Driven Marketing: A Best-in-Class Approach
• Go-to-Market Readiness Assessment1
• Integrated Planning and Operating Model2
• Value Framework3
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Value Framework
Value-Driven Marketing: A Best-in-Class Approach
Key value drivers
Before and After Scenarios• Key threats and opportunities• Develop the need• Elevate the urgencyEnablers• Product and service offerings• Metrics• Proof points
Value Paths, Business Scenarios, Business & Technical Use Cases
DELIVERABLES
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Customer Value Flow
Value-Driven Marketing: A Best-in-Class Approach
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Solution Value Chain AlignmentAligning Sales & Marketing With The Product Development Process
Value-Driven Marketing: A Best-in-Class Approach
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Measurable Results
Value-Driven Marketing: A Best-in-Class Approach
Align Sales, Product, Marketing and ServicesAlignment between metrics-driven LOB portfolio plans and global integrated go-to-market plan, supported by product plan and capabilities, aligned to corp. growth targets and initiatives.
Demonstrate Transparency All functions aligned to planned targets with annual, quarterly and monthly planning and execution cadence using balanced score cards and operational dashboards.
Optimize Go-To-MarketAccount segmentation to align GTM resources to focus on where the largest spend exists for our solutions. Low touch and online marketing drive transactional model for mid-market and emerging accounts.
Maximize Win Rates, Sales Velocity and YieldNamed account marketing and selling, delivery of solutions through buyer-focused value paths as delivered by product use cases; value selling and deal making based on defensible ROI identified during discovery. Measured by pipeline yield and win-rate growth.
Mitigate Challenges of an Inexperienced TeamCross-functional initiative-based operating model, value based sales training and ongoing education, specialists integrated with go-to-market teams. Team score carding for ongoing measurement and continuous improvement.
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WORK SAMPLESExamples from Foundation Capabilities Development Plannin / Execution
Marketing Operations Dashboard Example
Value-Driven Marketing: A Best-in-Class Approach
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Sample Foundation Initiative Work StreamsValue-Driven Marketing: A Best-in-Class Approach
WorkstreamQ2 Q3 Q4
Apr May Jun Jul Aug Sep Oct Nov Dec
1 Account Segmentation
2 Customer Profiling
3 Messaging and Content
4 Value Framework
5 Content Universe Refresh
6 Global Communications Framework
7 Marketing Planning / Execution Framework
8 Integrated Demand Gen Framework
9 Cust. Sat. Measurement
6/30/13
TBD
6/1/13
6/15/13
5/30/13
TBD
TBD
TBD
6/30/13
SAMPLE
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Sample Work Stream Tracker: Value Framework
Value-Driven Marketing: A Best-in-Class Approach
Project Manager Workstream Lead Overall Status Start Date End Date
xxxxxxxx SVP, Marketing 5/13/13 6/15/13
Inputs:
Mission:
Crate value-oriented messaging framework for Operative corp.-level and LOB level. Define value drivers, value menus, defensible differentiators, customer initiatives, value paths and use cases. Align to segmentation model and buyer landscape.
Outputs:• Value models/value path definitions• Buyer landscapes• Value aligned business use cases• Account segmentation model• High level account segmentation alignment
with solution maps
• Value drivers• Value menus• Defensible differentiators• Customer initiatives• Value paths and use cases
Key Dependencies:
• Account segmentation model• Buyer landscapes• High level customer profiles• LOB GTM business plans
SAMPLE
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Sample Work Stream Tracker: Content Universe
Value-Driven Marketing: A Best-in-Class Approach
Project Manager Workstream Lead Overall Status Start Date End Date
xxxxxxxx Global Comm Manager 4/17/13 6/30/13
Inputs:
Mission:Create inventory of all marketing content across all channels, e.g.., Web, Social, customer facing, sales enablement, etc. Align to buyer landscape, customer initiatives and value paths, buyer cycle, sales cycle, OMI messenger, etc. and manage to freshness and completeness. Include RACI to ensure ownership, accountability, etc.
Outputs:
• Inventory audit• Buyer landscape• Customer initiatives and value paths• Buyer cycle• Sales cycle
• Content development plan aligned to the business
• Revised strategic content framework aligned to customer lifecycle and value paths
Key Dependencies:
• Prioritization of input from content universe stakeholders• Value Path Definitions• High level customer profiles
SAMPLE
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Sample Marketing Results DashboardValue-Driven Marketing: A Best-in-Class Approach
FY12(Baseline)
FY13 (Goal)
Q1 Target
Q1 Actual
Q2 Target
Q2 Actual
Q3 Target
Q3 Actual
Q4 Target
Q4 Actual
Integrated Demand Gen
Web: # Visitors by page 0 0 0 0 0 0 0 0 0 0
Web: % of visitors who viewed an offer 0 0 0 0 0 0 0 0 0 0