shifting the paradigm on the value of marketing operations...

© 2019 Sojourn Solutions

Paul Stevenson | O2 @paul_stevenson

Rebecca Le Grange | Sojourn Solutions @rlegrange

Shifting the Paradigm on

the Value of Marketing

Operations: The O2 Story

Summary

• Running at Peak Performance in

Marketing Operations

• Background to O2’s journey

• Strategy and planning

• Success and learnings

• Measurement

• Questions

2

Peak Performance Strategic Framework

3

O2’s Marketing Operations Transformation: Background

Challenge Details

INDUSTRY Competitive pressures in B2B

DATAProliferation of data across the enterprise, often siloed, needing to

understand audiences and drive insight from the data

PROCESSExtensive manual processes and lack of standards, especially campaign

management, limited lead management capabilities

TECHNOLOGY Martech solutions not fully utilised

AGENCY RELATIONSHIPSRelationships decentralised, meaning processes inconsistently followed

and reporting impacted, heavy reliance on third parties.

REPORTING Manual and time-intensive, did not allow Marketing to self-serve

4

Key elements of our strategy

Centralised view

of all

marketing data

In house skills

v

trusted partner skills

Training and

Development

requirements

Smooth flow of

demand through

Marketing

Standard reporting

v

Self Serve reporting

5

DATA STRUCTURE

PEOPLE PROCESS REPORTING

Trajectory of our Journey

Eloqua

implemented,

SFDC integrated

2019 H12018 H1

Additional Eloqua

functionality used

Upskilling team

2014

2015 2017 H1

2017 H2 2018 H2

Standardised

campaign execution

process

6

2016

Mid Market campaign

execution process

alignment

Event app integration

Enterprise lead

management process

Automated data

standardisation and

enrichment

Agency & internal process

alignment

Data health monitoring

Mid Market Eloqua support expansion and

centralised working

SFDC and Eloqua upgrades and alignment

Improved email deliverability

GDPR quality control

Reporting and analytics - self serve

Lead management expansion

Event automation

Increase adoption of Sales Tools

(Engage and Profiler)

Reporting optimisation

Lead management

finetuning

The O2 Martech Ecosystem

7

Emails/channels

Workflow & Rules

Data Management & User

Journey

Reporting/Analytics

Self-serve Insight

Data Objects

Workflow & Rules

Data Management & User

Journey

Reporting/Analytics

Managing Change

• Gaining buy-in from Marketing

leadership, wider Marketing and Sales

teams

• Upskilling team

• Blend of in-house talent and external

support

• Best practice documentation and

training guides

• Driving adoption of new martech and

processes

8

Managing Change – the People aspect of our

Transformation

DATA

MARKETING OPERATIONS

O2 External

CHANGE

O2 External

CAMPAIGNS

O2 External

MARTECH

O2 External

9

What does success look like?

Delivered 5x number of campaigns in 2018 with the

same amount of resource and less budget

HALVED amount of Right

First Time issues between creative

agencies and campaign team

HALVED the unsubscribe

rate in the past 1 year2.6x uplift in leads from 2018 Q1 to 2019 Q1

CAMPAIGN SUCCESS

10

50% of all leads generated are inbound

What does success look like?

30x increase in contact

database size over 5 years

Use 30+ metrics to measure our

database health and GDPR compliance

Automated database health reporting saving 2 days of effort per month

DATA SUCCESS

11

What does success look like?

70% increase in Eloqua Engage adoption

90% Eloqua functionality used 266% uplift in marketing influenced

revenue

TECHNOLOGY and PROCESS

12

66% increase in visibility into campaigns

and data through centralised project

management

What’s next?

• Optimisation of MarTech capability

• Learning from out colleagues in

Consumer

• Continue to optimise lead and funnel

management

• Emphasis on reporting and analysis –

Eloqua, Salesforce.com and Tableau

13

© 2019 Sojourn Solutions

Paul Stevenson | O2 @paul_stevenson

Rebecca Le Grange | Sojourn Solutions @rlegrange

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