Transcript Sol_Apps_CRM_Enterprise_Outbound_Mktg_(Epiphany)

Infor CRM Enterprise (Epiphany) Outbound
Marketing Ancestry
SSA Outbound
Marketing 7.0
Epiphany E1-E3
 Reporting
 Analytics
 Enhanced Reporting
 Added Languages
 UI Enhancements
Epiphany E4
Infor CRM Epiphany
Outbound Marketing 7.1
Campaign
Management
Integration with
EPNY Real-Time
 Event-Based Marketing
 Upgraded Email Mktg
 UI Improvements
Epiphany E5
 Offer Optimization
 Internationalization
Epiphany
Campaign Management E6 & E6.5
 J2EE App Server
 Single Sign On
 More Dynamic User Interface
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Battle Card: Infor CRM Enterprise (Epiphany) Outbound Marketing
Elevator Pitch
Big Fat Claims
You see how marketing leaders deliver fast ROI by simply utilizing an
integrated, easy-to-use database solution. Infor CRM Epiphany Outbound
Marketing gives you all that’s needed for the planning, execution, and
monitoring of your permission-based campaigns across all customer
touchpoints.
Easiest-to-use interface; no Structured Query Language (SQL) required
Customer Testimonials
Key Value Statements
• Closed-loop reporting identifies highest-impact opportunities
• Integrated marketing and analytics shortens campaign development
cycles
• Permission marketing rules enforce privacy preferences
• “Since we implemented Epiphany CRM, we have seen a noticeable
improvement in both revenue and customer satisfaction. Compared to
the competition, we grew our market share significantly.”—Essilor
• “The Epiphany global solution, since it was all J2EE-based, was able
to connect to our legacy systems. Now, all our solutions are integrated.
And we have achieved marketing channel integration–e-mail, phone,
direct mail—in one connected solution.”—LOI
• Single view of the customer facilitates event-driven marketing
High Yield Questions
• How large is your database marketing organization?
• How experienced is your database marketing team?
• Have you built a marketing data mart?
• Do you have any data mining tools in-house? How many
Ph.Ds are supporting them?
• Is this an IT- or marketing-driven project?
• How responsive is IT in generating new reports or
data mining models?
• What steps does the organization currently go
through to create an outbound marketing campaign?
How long does that take?
• Do you have a desire to support event-based
marketing initiatives?
• Do you want to support real-time responses to
events?
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• What is your current campaign acceptance rate?
• How many channels do you currently communicate
on? How many applications do you require for those
campaigns?
• How do you currently analyze your campaign
success? How do you leverage that information in
future campaigns?
Battle Card: Infor CRM Enterprise (Epiphany) Outbound Marketing
Handling Objections
Market Trends
Potential Objection
Possible Response
• Social media—driving a lot of interest with very little
understanding of how to leverage this new paradigm
“Your user interface looks
dated.”
New release with user interface enhancements coming
in 2013.
• Marketing capabilities—renewed interest in larger companies to
improve marketing capabilities
“I already have an enterprise
data warehouse.”
Most enterprise data warehouses are not organized for
marketing, and you will need to rebuild your existing
warehouse or build a new one anyway. Since your data
needs to be in a format that allows for analysis as well as
marketing, you’ll get better performance from a data mart
that is optimized for marketing.
• Event-based marketing—rapidly becoming a strong trend in
outbound marketing and campaign management
“Infor is not developing the
application.”
Since Infor has acquired the solution, we have released a
number of enhancements, including a complete re-write of
email marketing and a new event-based marketing
module. Within the next six months, we expect to have a
new user interface as well as support external data
access.
• Customer retention—keeping loyal customers is cheaper (and
smarter) than new-customer acquisition
Product & Geographic Landscape
Languages:
• English, Spanish, Portuguese, German, French, Dutch, Italian,
Japanese, Simplified Chinese
Competitive Landscape
Competitive Vendor Why Should We Buy?
Unica
Infor offers much stronger
analytical and inbound marketing
solutions.
Why Shouldn’t We Buy?
Losing money each quarter; no
development on its marketing
applications. Bleeding
employees and corporate
knowledge.
Industries & Verticals
• Banking and financial services
• Communications, media, and entertainment
• Consumer products/consumer packaged goods
Teradata
Infor CRM can provide a true, allencompassing solution map.
Oracle (Siebel)
Infor can cite great large-scale
references for real-time learning,
analytics, and outbound
marketing.
Weak application.
• Hospitality and gaming
• High-tech
• Healthcare
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• Retail
Working with Oracle is very
difficult.
• Upper mid-market manufacturing and distribution (companies with
more than 10,000 customers and revenue to support a minimum
$250K project)
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Market Segment: Infor CRM Enterprise (Epiphany) Outbound Marketing
Strength Verticals
• Banking & Financial Services
• Regional/Superregional
Banks (USA)
• Tier 1 Credit Unions
• Regional/Tier 2 Insurance
• Communications, Media &
Entertainment
• Consumer Products/CPG
• Hospitality and Gaming
• High-tech
• Healthcare
• Retail
Ideal Target Markets
• >10,000 customers
• B2C, B2B, B2B2C
• Experiencing growth (possibly through merger
or acquisition)
• Global 2000, Tier 1 companies
There are four major price elements.
1.The application
2.The datamart size (# of customers in the mart)
3.The delivery channel: email, direct mail, etc.
4.The named administrators and managers
• Investing in a Multichannel CRM Environment
• Non-vendor-saturated, aggressive, and
professional culture similar to Infor CRM
Average Deal Profile
• Strong relationships with major analyst
• Average Deal = $400,000
• Dedication to improving outbound customer
touchpoints: direct mail, email, telesales,
SMS, mobile, wireless
• Director/VP of marketing
• Seek to combine permission-based marketing
and automated regulatory compliance with
targeting analytics
Typical Company Profile
Pricing Models
• Deployment through internal PSO with
support from 3rd party service provides,
as necessary
• Average PSO Ratio = 1:1
• Want an integrated database marketing
solution
• Want an application, not a toolkit
• >$750M in revenue
• Regional/Superregional Banks and
Financial Institutions (USA): $5B150B in assets
Deployment Options
• On Premises - Traditional perpetual
license run by customer onsite
• Hosted - Traditional software licensing
plus Hosting from Infor
• Application Managed Service - Range
of outsourcing services provided by Infor
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