Transcript Select and Implement a Marketing Management Suite - Info

V4
Select and Implement a Marketing
Management Suite
Turbocharge your company’s marketing capabilities with a marketing management suite.
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Use this blueprint, including the Vendor Landscape analysis,
to support your marketing management suite procurement
Phase 1
Launch the MMS
Selection Project
Phase 2
Vendor
Landscape –
Analyze MMS
Requirements and
Shortlist Vendors
Phase 3
Select an MMS
Solution
Phase 4
Plan the MMS
Implementation
Use the project steps and
activity instructions outlined in
this blueprint to streamline your
selection process and
implementation planning.
Save time, money, and improve the
impact of your marketing
management suite (MMS) solution
procurement by leveraging InfoTech’s research and project steps.
Phase 2: Vendor Landscape –
Analyze MMS Requirements and
Shortlist Vendors contains the
report’s Vendor Landscape
evaluation results.
Not everyone’s marketing needs are the same. These needs drive out different categories and niches within
the MMS software market space. Understand your own organization’s marketing processes and the unique
technical and functional requirements that accompany them. Use your own set of requirements to determine
the MMS solution that best fits your organization.
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Our understanding of the problem
This Research Is
is Designed For:
This Research Will Help You:
 IT Applications Directors, Business Analysts,
 Select and procure an MMS tool that fits your
and Marketing Professionals involved with
selecting and implementing a best-of-breed
marketing solution.
 Any size of organization looking to procure an
organization’s specific requirements.
 Plan and implement your MMS technology
with a phased implementation of core
functionality and add-ons.
MMS tool that will allow it to automate its
marketing processes or learn more about the
MMS vendor landscape.
Outcomes of this Research
 Select an MMS tool that aligns with the
specific needs of different marketing functions
(brand management, marketing intelligence
etc.)
 Plan for the implementation of the selected
suite, including how to build, test, and phase
the deployment to achieve success.
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Executive summary
Situation
!
• Technology to support marketing automation provides organizations with the
•
opportunity to optimize cost savings, improve customer satisfaction,
bolster customer experience, and expand omnichannel marketing
capabilities.
MMS technology is a rapidly maturing and dynamic market, with a landscape
full of vendors with cutting edge solutions and diverse offerings. Finding a
solution that is the best fit can be a complex and time-consuming process.
Complication
1. Leverage use cases. Base your
vendor selection on your
requirements and use case, not on
their overall performance.
2. Phase your implementation. Start
?
• MMS technology is not a one-size-fits-all investment; unique evaluations
•
Info-Tech Insight
and solution customization are required in order to deploy a solution that fits
your organization.
MMS technology often complements core CRM, but does not replace it:
organizations must decide whether their needs extend beyond core CRM or
if a dedicated MMS will be an over-buy.
3.
with marketing suite functionality that
will provide quick wins, then
leverage additional MMS
capabilities.
Ensure strong points of
integration between MMS and
other customer experience
software – an MMS should not live
in isolation.

Resolution
• Align your business and IT objectives for your desired MMS solution through a rigorous and comprehensive requirements
•
•
gathering process that includes process mapping, stakeholder interviews, and customer data analysis.
Use Phase 2: Vendor Landscape – Analyze MMS Requirements and Shortlist Vendors to identify vendors in the
marketplace that fit your organization’s needs based on your identified suite requirements and use-case scenario results.
Don’t cut corners as you evaluate vendors; select a suite, then plan and perform your implementation. Conducting your
due diligence as you perform your project will ensure that your organization will fully reap the benefits of a dedicated
marketing management suite.
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Info-Tech offers various levels of support to best suit your
needs
Info-Tech Involvement
Consulting
Onsite
Workshop
Guided
Implementation
DIY Toolkit
“Our team has already
made this critical
project a priority, and
we have the time and
capability, but some
guidance along the way
would be helpful.”
“Our team knows that
we need to fix a
process, but we need
assistance to
determine where to
focus. Some check-ins
along the way would
help keep us on track.”
“We need to hit the
ground running and
get this project kicked
off immediately. Our
team has the ability to
take this over once we
get a framework and
strategy in place.”
“Our team does not
have the time or the
knowledge to take this
project on. We need
assistance through the
entirety of this
project.”
Degree of Customization
Diagnostics and consistent methodologies throughout all four options
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Select and Implement MMS – Project overview
Launch the MMS
Selection Project
1. Assess the value and
identify your organization’s
fit for MMS technology
2. Build your procurement
team and project plan
Vendor Landscape –
Analyze MMS
Requirements and
Shortlist Vendors
3. Identify your MMS
requirements
MMS Use-Case Fit
Assessment Tool
4. Produce your shortlist
MMS Project Charter
Template
Best-Practice
Toolkit
Plan the MMS
Implementation
5. Select your MMS solution
MMS RFP Template
MMS RFP Scoring Tool
MMS Vendor Demo
Script
6. Plan your MMS
implementation
MMS Work Breakdown
Structure Template
7. Measure the value of your
MMS solution
MMS Vendor Landscape
Analysis
MMS Vendor Shortlist
Tool
Identify your fit for MMS
technology.
Plan requirements
gathering steps.
Create a procurement
strategy.
Create an implementation
plan.
Identify staffing needs.
Discuss use-case fit
assessment results.
Discuss evaluation results.
Discuss roll-out of
automated processes.
Create project plan.
Conduct a contract review.
Discuss Vendor
Landscape.
Guided
Implementations
Onsite
Workshop
Select an
MMS Solution
Handover to Operations.
Module 1
Launch Your MMS Selection
Project
Module 2
Analyze MMS Requirements
and Shortlist Vendors
Module 3
Plan Your Procurement
Process
Plan Your MMS
Implementation
*This support is given through
follow-up calls with an analyst.
Phase 1 Outcome
• Launch of MMS selection
project.
Phase 2 Outcome
• Shortlist of vendors.
Phase 3 Outcome
• Selection of MMS solution.
Phase 4 Outcome
• Implementation plan for the
organization’s MMS
solution.
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Workshop overview
Call 1-888-670-8889 or email [email protected] for more information
This workshop has the option to be deployed as a 4- or 5-day onsite engagement, depending on the degree of process
mapping performed by the organization prior to the facilitator’s arrival.
Day 1
Preparation
Workshop Preparation
•
•
Facilitator meets with
the project manager and
reviews the current
project plans and IT
landscape of the
organization.
A review of scheduled
meetings and engaged
IT and business staff is
performed.
Day 2
Workshop Day
Morning Itinerary
• Facilitation of activities
from Launch the MMS
Selection Project phase,
including project scoping
and resource planning.
• Conduct overview of the
MMS market landscape,
trends, and vendors.
Afternoon Itinerary
• Conduct process
mapping for selected
marketing processes.
• Interview business
stakeholders.
• Prioritize MMS
functional requirements.
Day 3
Workshop Day
Morning Itinerary
• Complete marketing
process mapping with
business stakeholders.
Afternoon Itinerary
• Interview IT staff and
project team; identify
technical requirements
for the MMS solution.
• Document high-level
solution requirements.
Day 4
Day 5
Workshop Day
Morning Itinerary
• Perform a use-case
scenario assessment.
• Review use-case
scenario results; identify
use case alignment.
• Review the MMS
Vendor Landscape
vendor profiles and
performance.
Afternoon Itinerary
• Continue review of MMS
Vendor Landscape
results, use-case
performance results.
• Create a custom vendor
shortlist.
• Investigate additional
vendors for exploration
in the marketplace.
Working Session
Workshop Debrief
• Meet with project
manager to discuss
results and action items.
• Wrap up outstanding
items from workshop.
Procurement Support
• The facilitator will
support project team to
outline the RFP contents
and evaluation
framework.
• Planning of vendor
demo script. Input:
solution requirements
and use case results.
Use the light blue slides at the end of each section to understand the scope of the workshop.
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Gain a competitive advantage and reduce costs by
implementing a dedicated marketing management suite
An MMS solution will save IT and the business time & resources, and increase
revenue. The more complex the channel and product strategy, the greater the benefits
will be.
Reduce cost.
A marketing management suite
provides a tool set which allows
Marketing to more effectively manage
budget spent on complex multichannel, multi-segment campaigns.
This means decreased cost.
Save IT time and resources.
Time-consuming IT tasks can now be
managed by the business, e.g. reporting and
analytics, marketing asset management,
data cleansing, webpage construction, direct
mail execution, and IVR campaign
enablement, and IT can focus on more
valuable projects.
Enable cross-sell opportunities.
Uniting multiple groups that
traditionally manage different
campaigns across many channels,
product lines, and customer
segments creates new, previously
missed sales opportunities.
Ad Hoc Management
Marketing Management Suite
Product Line
Product Line
Product 1
Product 2
Product 3
Phone
Email
Web
A
B
C
Customer Segments
Product 1
Print
Product 2
Product 3
Phone
Email
Web
A
B
C
Social
Customer Segments
When a critical mass of channels, products, and customer segments is reached within an organization,
marketing automation suites are necessary to reduce complexity and take advantage of untapped opportunities
like cross-selling.
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Use an MMS to simplify multi-channel campaigns and
capitalize on customer intelligence across brands
Ad hoc, multi-channel marketing means that data collected is kept within the product lines. By using an MMS, you are able
to ensure consistent messaging while collecting information in one place. Organizations can then create scoring information
on each product line indicating which users would be the best candidate for cross-sell opportunities.
Product lines connect to multiple
channels without an MMS solution
Product lines connect with multiple channels
with an MMS Solution
Product 1
Web
Product 1
Web
Product 2
Email
Product 2
Email
MMS
Product 3
Social
Product 3
Social
Product 4
Print
Product 4
Print
4 Product Lines x 4 Channels
= as many as 16 campaigns
4 Product Lines x 4 Channels
= <16 campaigns, but optimized for cross-sell opportunities
As the number of product lines and marketing channels increase, so does the level of complexity. Without an MMS
solution, organizations are missing out on valuable customer intelligence as this information is kept in separate silos. An
MMS solution will help you send the right message to the right person at the right time.
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Case Study: Telecommunications provider uses SAS
marketing management to increase revenue
Elion recognized an increase in revenue, as well as a drop in its
marketing budget, by adopting SAS Marketing Automation.
Industry: Telecommunications
Source: SAS Marketing Automation:
“Elion cuts churn, increases ARPU and ROI with SAS® Marketing Automation”
Challenge
Solution
Results
•• Elion
Elion is
is Estonia’s
Estonia’s largest
largest
telecommunications provider.
provider.
telecommunications
It lost
lost much
much of
of its
its customer
customer base
base
•• It
in
2001
due
to
Estonia’s
in 2001 due to Estonia’s
deregulation
deregulation of
of the
the fixed
fixed network
network
market.
market.
Elion needed
needed to
to combat
combat this
this loss
loss
•• Elion
with
increased
and
improved
with increased and improved upupsell and
and cross-sell
sell
cross-sell opportunities
opportunities
with
current
customers.
with their
its current
customers.
•• Elion
Elion implemented
implemented SAS
SAS
Marketing
Automation,
Marketing Automation, as
as well
well as
SAS
Enterprise
Miner
andand
SAS
as SAS
Enterprise
Miner
Digital
Marketing
to try to
and
SAS Digital
Marketing
tryboost
and
revenue.
boost revenue.
•• Sharing
Sharing customer
customer data
data with
with the
the
sales
sales department
department means
means that
that
sales
agents
and
customer
sales agents and customer
service
service representatives
representatives can
can
quickly
quickly determine
determine the
the best
best offer
offer
for
for that
that specific
specific customer.
customer.
•• They
They are
are also
also able
able to
to prevent
prevent
customer
customer churn
churn with
with targeted
targeted
retention
retention campaigns
campaigns for
for those
those
customers
customers who
who are
are most
most likely to
switch
providers.
probable
to switch providers.
• Elion increased its Average
Revenue Per User by 9%.
• At the same time, its marketing
budget fell by 40%, while
campaign results doubled from
previous levels.
• It now averages a 2:1 return on
campaign investment.
• It estimates to have reduced
customer churn by 10%.
• Making marketing decisions is
also easier now that data is
collected to prove what initiatives
do and do not work.
Source: SAS Marketing Automation: “Elion cuts churn, increases ARPU and ROI with SAS® Marketing Automation”
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Case Study: Monster uses IBM MMS to realize millions in cost
savings and additional revenue
Monster decreased campaign execution time and increased
cost savings and business value by adopting an MMS
solution.
Industry: Human Resources
Source: IBM EMM Case Study: “Achieving Monster Growth with Targeted Marketing”
Challenge
Solution
Results
• After quick growth for several
years, Monster realized it
needed to make changes in its
marketing strategy after its
revenues from lead generation
had levelled off.
• In particular, it needed a
systematic way to distribute
emails that had previously been
sent manually.
• It was looking to replace an old
legacy system that wasn’t
meeting Monster’s needs as a
large, global business.
• Monster adopted modules from
the IBM Unican MMS solution.
Specifically, Unica Campaign,
Unica eMessage, and Unica
PredictiveInsight.
• These systems allow Monster to
create more consistent and
effective relationships with its
customers.
• As well, due to the time and cost
savings, it was able to invest in
the creation of new profitable
products.
• Monster estimates to have
saved $4 million in marketing
execution costs since adopting
the suite.
• Improved acquisition and
retention that resulted in $3.09M
in added value and savings.
• Campaign creation time has
decreased 80%, from an
average of 25 hours per
campaign, to only 5 hours.
• In one year, Monster was able to
execute 1,000 campaigns, up
from 193 the year before, which
is a 500% increase.
Source: “Achieving Monster Growth with Targeted Marketing”, 2007-2009.
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