a herculean story from intuit's global marketing automation rollout by jaemi bremner and pat...
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A Herculean Story from Intuit’s Global Marketing Automation Rollout Scaling the Soft Stuff to Unlock Technology Upside Jaemi Bremner, Intuit LinkedIn: jaemibremner Pat Spenner, CEB LinkedIn: patspenner
Lament of the Marketing Leader
“YESSSS!!!!!” “…aaaand, here’s where we’re stuck.”
“A li;le help?”
From Orchestras to Jazz Bands
By Ri&er Alexa (saját készítésű) [Public domain], via Wikimedia Commons By imaFk (h&p://www.flickr.com/photos/muokis/327908119/) [CC BY 2.0 (h&p://creaFvecommons.org/licenses/by/2.0)], via Wikimedia Commons
The Danger of Bolt-Ons
By Ri&er Alexa (saját készítésű) [Public domain], via Wikimedia Commons
Consumers Small Businesses AccounBng Professionals
Intuit Mission and Our Customers
To improve our customers’ financial lives so profoundly… they can’t imagine going back to the old way
Orchestrating the Shift to Jazz
s
Customer Experiences
s s
MarkeFng Technologist
Source: Intuit
Customer Experience
Deliver Awesome CX
Win Together
Product
Marketing Sales
Omnichannel CX Delivery
Global Lead Management
Customer Experience Platform
Global Capability Enablement
IT
Care
Consumers Small Businesses
Accounting Professionals
The Challenge: Building Capabilities Concurrently with Martech
2016 February Blueprint Completed
March Eloqua Selected
July Eloqua Deployed US & UK On boarded
December Verticurl Selected France Enabled
January US Enabled UK Enabled
Fall Redundant ESPs Retirement in EMEA and APAC
Source: Intuit
June AU, CA and BR on boarded
2015
The Answer: Simple?
Source: Intuit
The Journey
CX Vision
Deliver Awesome CX at every Intuit touch point
Capability Strategy
Enable employees to deliver awesome CX across every Intuit touch point
Martech Architecture
Build a durable, scalable & secure CX platform to fuel Intuit vision & strategy
Source: Intuit
Martech’s “True North” is Customer Experience Vision Enablement
Intuit customers experience seamless and continuous “right for me” messages from any Intuit touch point delighting them to be customers for life.
Customer Experience Platform (CXP) will enable our employees to deliver awesome experiences via personalized content, data and audiences throughout the customer lifecycle.
Product Marketing
Sales Care
Manage Content
Manage Audiences
Manage Data
Acquire
Acquire
Nurture Retain
Customer Experience
Source: Intuit
Orchestrating the Change through a Marketing Capabilities Blueprint
Customer Segmentation
Data Aggregation & Correlation
Lead Capturing
Lead Nurturing
Lead Scoring
Omnichannel Campaign Delivery
Campaign Testing (A/B)
Customer Data Analytics
Research Insights
Segmentation
CX Definition (Personas / Journeys)
Touchpoint and Content Strategy
Trends & Insight
Predictive Analysis
Content Publication Management
Content and Asset Production
Agency Management
Targeting/Re-Targeting
Budgeting and Forecasting
Planning
Financial Tracking
Campaign Calendar
Reporting & Visualization
Tag Management
Audience Management
Care Sales
Ad Management
Media Optimization
SEM
Traffic Acquisition
SEO
Campaign Planning
Billing & Revenue Management Governance
Marketing
Adjacencies
Commerce & Pricing
Lead Management Campaign Management Customer Experience Content and Asset Management
Marketing Resource Management Analytics and Insights Media Management
Product
Phase I Marketing Automation • ConFnues to add to our current global investment in SFDC
• Gives MarkeFng, Sales and Care to work in concert to deliver CX.
Source: Intuit
What Does “Capability Driven” Really Mean?
Marketing Automation Spend* • 45% Enablement • 33% Deployment • 22% Licenses
People Process
Are you this… …or this?
Data Tech
Data Tech
Process People
* Source: Intuit
Capability Building Blocks: Enablement, Adaptation & Transformation
Exec Council
MarTech Team
Level 3: Major Business &
Technical Resourcing
Source: Intuit; CEB analysis
Playbooks from Day 1
Deployment and Program Onboarding
FAQ Business Requirements
Source: Intuit
Customer Experience Requirement Gathering Product Management Discipline: Product Discovery, Personas, Minimum “Awesome, User Stories
Estimation and Scoping Product Management Discipline: Product Roadmap,
Feasibility Assessment
Source: Intuit
Product Management as an Enabler to work as an “One Team”
Customer Experience Requirement Gathering Product Management Discipline: Product Discovery, Personas, Minimum “Awesome, User Stories
Iterative Development and Testing Product Management Discipline: Agile Development, Product
Validation, Prototype Testing, Rapid Response
Inform Marketing Leaders Early on Talent Enhancements Needed
Source: Intuit
CX Designer Marketing Manager
Audience Manager Marketing Data Analyst
Omnichannel Content Manager
Web Developer
Case-In-Point: Role Enhancement
Business Architecture Initiatives § Role Enhancement and Increased Capabilities
Customer Experience Analyst
Sales Analyst
§ Processes and Workflows
It’s About the Customer...Advocate for Internal CX Capabilties
US: Trials
UK: Training for Certifications UK: Nurture Cold Leads from Sales Source: Intuit
Power of Influence Architecture
Source: Intuit
US
UK
• Customer Experience Vision, Capability Strategy, then Martech Architecture.
• Design Influence Architecture to complement your Martech Architecture.
• Cultivate CX Designers, they are the new black of marketing talent.
• Build global playbooks on day 1 to fuel knowledge pollination.
• Spend 50% of your budget on capability building to ensure your technology investment has a ROI.
Takeaways
Herculean Effort is done by awesome people - the “One Team”
Executive Council
Americas
EMEA
Global Operations
IT
APAC
Past Year Accomplishments • Global, secure and extensible
platform to build omnichannel customer experiences
• Global enablement – All countries except IN by June 2016
• 21 campaigns in flight
Source: Intuit
q Are you implementing tech or building capabilities?
q Are you resourcing to build capabilities rather than just deploy tech?
q On enablement (post-deployment), are you a 50%er?
q Are your capabilities CX-focused or channel-focused?
q Do you consider cultivation of future marketing skillsets and ways of working your responsibility as a marketing technologist?
Self Reflection