1. 4/27/2017 6:39 PM
© 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

2. Mature Your MAP Strategy to Ensure Cloud Sales Success
4/27/2017 6:39 PM
Mature Your MAP Strategy to Ensure Cloud Sales Success
Tim Fant
N3 Vice President, Dynamics CRM Online US Inside Sales Team
© 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

3. Key issues Executive Summary What you will walk away with
4/27/2017
Executive Summary
Key issues
Many technology organizations have adopted Marketing automation platforms (MAPs) but may not be utilizing them in the best way to support selling Cloud solutions.
Cloud selling is different than traditional technology sales – to succeed companies need to revisit their MAP strategy.
What you will walk away with
A solid understanding of how Cloud solutions are shifting the technology sales paradigm
Key components to a successful MAP strategy for selling Cloud solutions
A framework for maturing your organization’s MAP strategy

4. The Healthier the Roots, the Greater the Growth
SiriusPerspective: Robust demand creation includes elements that both support and grow demand.
Planned Campaigns
Perpetual Leverage
Rapid Response
Growing Demand
Supporting Demand
Strategic Foundation
Infrastructure
Organizational Structure
Process Definition
SiriusDecisions:
A demand creation engine with a strong foundation of supporting elements is more likely to persevere and adapt successfully to changing market conditions. Buyers are in control, and their needs, preferences and perceptions are continuing to evolve. Time and again, organizations with deep buyer insight, strong sales and marketing alignment, a metrics-driven orientation, and the ability to leverage technology have recorded the highest levels of success. Yet even the most advanced marketers struggle with the multiplicity of variables (many of which are not visible to the marketer) that drive the buying process.

5. What is a Marketing Automation Platform?
Marketing Automation as a technology solution that helps enable the seeding, creation, nurturing and acceleration of demand among prospects and customers.
MARKETING AUTOMATION PLATFORM
Program Management
Lead Management
Platform Management
Segmentation
Automated Programs
Asset Storage
Landing Pages
Forms
Scoring
Routing
Sales Enablement
Data Update
Database
SFA Integration
Web site integration
Security
deliverability
Reporting
SiriusDecisions:
What is marketing automation?
Non-standard functionality: Dynamic web site content delivery, Search PPC, Social, Print, Mobile applications, resource management, software ecosystem

6. Adoption Is Growing Rapidly
SiriusPerspective: There are nearly 11 times more b-to-b organizations with marketing automation today than there were in early 2011.
2011 1 2 3 4 5 6 7 8 9 10 12 11
The growth rate of b-to-b marketing automation adoption is ~22% per year
2012
2013
2014
15K
10K 5K 0K
Total B-to-B Customers
SiriusDecisions:
Marketing automation adoption continues to grow, however many companies still struggle with it’s value and how best to leverage it to support their demand creation efforts. Cloud technology has changed how technology companies sell – and marketing automation is a key component in success in that paradigm shift. If you’re simply leveraging MAP to push out content and s, you’re limiting your chances of success.

7. Cloud Technology is Rapidly Changing Technology Sales
4/27/2017
Cloud Technology is Rapidly Changing Technology Sales
Traditional Technology Sales
Cloud Technology Sales
Contracting + Costs
High Upfront Expense
Long-term Commitments
High Cost to Change
Low-to-no Upfront Expense
Usage-based Pricing with Subscription vs. Contracts
Low Cost to Change
Customer Buying Patterns
IT with Business Decision Makers as Influencers
Whole organization purchase / install
Business Decision Makers with IT Supporting
Self-service purchase / install
Segmentation Focus
Vertical, Revenue, # of employees, etc.
Opportunity Size + Customer Lifetime Value
Sales Focus
Acquisition of Enterprise Accounts
Land + Expand
Serve Both Enterprise + SMB
Revenue Model
Acquisition + Long-Term Contract Renewals
Customer Success + Adoption + Cross Sell + Upsell
Target Accounts
Focus on large enterprise accounts
Ability to serve smaller accounts, opening up new markets
MARCEL:
We’re changing direction now to focus on the Cloud and talk about how marketing Cloud solutions is different than traditional technology. Cloud selling has created a dramatic shift in how customers buy technology. Cloud solutions have allowed customers to move away from long-term, high cost contracts – and solution providers no longer make their money there; they make it on usage and expansion.
Your customer base has expanded from going after large enterprise accounts to being able to serve small and medium sized businesses.

8. Transitioning from the Buyer’s Journey to the Customer Journey
4/27/2017
Transitioning from the Buyer’s Journey to the Customer Journey
Traditional Technology Sales
Cloud
Technology Sales
IT + Influencers (Business Decision Makers)
MARCEL:
So what are the impacts on marketing strategies. The focus shifts from simply the buyer’s journey, closing the sale, to the full customer journey. Your marketing and sales efforts must target the traditional funnel but also target beyond the initial sale to ensure solution enablement, utilization and expansion of seats and features.
Cloud has also created a significant shift in target audience and made that audience much larger. It’s no longer IT buying for the whole organization; now IT is buying as well as the BDMs and they are frequently self-serving. According to SiriusDecisions, 67% of the buyer’s journey is now done digitally, and often customers are have tried the solution before ever speaking with a sales person.
Business Decision Makers (Marketing, HR, IT, Finance)

9. Marketing Automation is Critical to Cloud Sales Success
4/27/2017
Marketing Automation is Critical to Cloud Sales Success
Action
Efficiency
Audience
Alignment
Triggers enable Sales to strike while leads are hot.
Automated response to lead flow enables marketing efforts to scale.
Perpetual insights into customer behavior + need enables refined targeting.
Defined lead qualification criteria enables Marketing to meet their promise to Sales.
MARCEL:
These changes make Marketing Automation even more critical to Cloud sales success. Why?
Marketing automation allows you to define and better understand the right trigger points that lead to action / engagement at the right time in the customer journey.
Your marketing content and triggers now have to essentially double but it’s not efficient / profitable for you to double your market expenses. You need a way to be efficient with your marketing resources and automation gives you the flexibility.
You’re now focused on more audiences with different messages to those audiences. Marketing automation platforms provide deep analytics on customer behavior which allow you to quickly refine your messaging and targeting strategies to ensure your delivering the right messages at the right time in the customer journey.
Marketing Automation also allows you to develop a deeper alignment between sales and marketing to ensure that criteria for a lead is defined and agreed upon.

10. How the Cloud Changes Your MAP Strategy
4/27/2017
How the Cloud Changes Your MAP Strategy
Legacy MAP
Buyer’s Journey
Education
Solution
Selection
Engagement
Customer Journey
Adoption
Change Management
Advocate
Your Journey
Extend MAP beyond initial sale to support post-sale enablement + utilization
Focus content on multiple audiences needs + features
Optimize lead scoring
Engagement plans for all stages
Establish trigger-based outreach
MARCEL:
So ultimately, what do you need to do to change your marketing strategy, and thus your MAP strategy, to ensure success for selling cloud solutions?
Extend your MAP strategy beyond the initial sale to include strategies that focus on enablement, utilization and expansion. It’s no longer just a benefits and features conversation. You now have to understand how people are using the solution – or want to use it – and provide solution training, etc.
You have to plan and develop content addressed no only to IT but also the BDMs and content needs to be customized for each audiences’ needs and the features and benefits that address them. You can leverage much of the same content to do this but the language and focus for each will be different.
You need to re-evaluate – or create – lead scoring to ensure you identify actions that align to various buying and usage stages. If someone is watching several how-to videos, they may be struggling with using the solution. A sales call won’t meet their needs – but a call from a specialized technical resource may.
You need to establish the right engagement plan for the various lead scores.
And you need to ensure you have the outreach at the right time.
Doing this up front ensures alignment between sales and marketing on the value of a lead.
And finally, this change in focus requires you to invest in the right resources and processes to support the revised sales and marketing approach.
Invest in resources and process…

11. Adopting an Integrated Sales + Marketing Paradigm
4/27/2017
Adopting an Integrated Sales + Marketing Paradigm
The Cloud sales process must be INTEGRATED, AGILE + most importantly, SUPPORTED by strong sales teams + technical teams + MAP strategy.
Presales Technical Support
Post Sales Technical Support
Market
Interest
Trial
Account
Grow
Adopt
Remove Blockers
Sales + Marketing Integration
Try to buy
MARCEL:
One of the major benefits and values of MAP is that you end up with an integrated sales and marketing system. In order to make all this work you need to ensure you have all the right resources in place at the right stages of the funnel – which include a MAP team and a sales team. You also need to ensure you have a well thought through process in place to support lead flow.
velocity
MAP: Individualized Buyer Journeys, Integrated Campaigns, Demand Creation
MAP Team

12. Preparing for Marketing Automation
4/27/2017
Preparing for Marketing Automation
SiriusPerspective: Organizations that take the time to audit their current environment and prepare for MAP will establish a foundation for success and MAP value.
Project Management
Project Roles
Exec sponsor
Project manager
Stakeholders
Outside services
Steering committee
Project Organization
Team
Skills assessment
Centralized or hybrid
Implementation schedule
Risk factors
Project Communication
Project Environment
Culture
Physical location
Interview process
Communication Practices
Standard nomenclature
PM dashboards
Update cadence
Internal training
Internal project PR
Process Definition
Marketing Foundation
Demand type
Relative targeting
Personas
Buying Cycle
Lead Management
Lead taxonomy and SLAs
Lead flow
Lead scoring model
Lead routing rules
Program Management
Use Cases
Content Audit
Performance baseline
Templates and playbooks
Approval process
Technology Requirements
Systems Audit
Enterprise data flow diagram
Existing systems limitations
Integration requirements
Web Audit
Forms
Tracking Scripts
Subdomains
Data Audit
Criteria
Sources
Quality
Gaps
Security and Legal
Security policies
Legal requirements
Vendor Selection
Platform Evaluation
Platform education
Objectives and metrics
Decision model criteria
Criteria weighting
Vendor Evaluation
Vendor grouping
Analyst review
Request For Information
Vendor Meetings
Reference check
Model updates
Vendor evaluation
Contract negotiation
MARCEL:
Let’s the talk about the process first. Jen?
SiriusDecisions:
Marketing Automation requires a well thought out process. Even if you have Marketing Automation now, this process doesn’t change. It’s not just about sending s, it’s about an end to end marketing nurture and meeting buyer at the right place in the journey. If you have a MAP strategy in place and it’s not focused on the full customer journey, you’re limiting your chances for success. You may need to revisit your strategy.

13. MAP Project Team: Key Roles
SiriusPerspective: The definition of the project team and project roles increases alignment and improves execution.
MAP Management
MAP Specialist #1
MAP Coordinator #1
MAP Campaign Manager
Responsible for the management of MAP specialists and the overall value that MAP provides to organization.
Owns the collection, creation and distribution of best practices and working with marketers on how to apply MAP capabilities.
SiriusDecisions:
So now let’s talk about the right team to implement this process. These are the key roles you need to support MAP.
Executes design, quality assurance (QA), execution, maintenance and reporting on automated marketing programs and distributions.
Executes standardized marketing automation requests relying on marketing playbooks, documentation and standard operating procedures.

14. Integrating MAP Strategy into Your Sales Team
4/27/2017
Integrating MAP Strategy into Your Sales Team
Expand reach via specialized marketing strategies + inside (insourced or outsourced) sales teams.
Sales Teams
Technical Teams
Lead Qualifier
Hunter
Inside Sales
Deep Technical Architect
(Presales)
0+ Years Experience
Opp. Nurturer
Hunter/Farmer
Inside Sales
3+ Years Sales Experience
Large Deal Rep.
Hunter
Inside/Field Sales
+ Ability to understand complex sales
+ Deep Technical Background
8+ Years Sales Experience
MARCEL:
Success in cloud sales also requires that you re-evaluate the sales resources you have in place. To be truly successful you need to align your sales team with MAP in mind – this ensures you have the right people in place to interact with customer’s at the right places in their journey.
Deep Technical Architect
(Post sales)
Renewal Rep.
Inside Sales
3+ Years Sales Experience

15. A Case Study of Real Results
4/27/2017
A Case Study of Real Results
Driving client consumption 1.
Strong tele/field sales team + Integrated MAP strategy 2.
Tele team impact drives 61% incremental revenue / subscription
MARCEL:
When all these things come together, success can look something like this…
Top 20% Accounts Generate 87% of Revenue

16. 4/27/2017
Thank You! Q+A

17. Thank you for attending
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18. 4/27/2017 6:39 PM
© 2014 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.