Pivotal MarketingPivotal Marketing™™
Adrian AbbsAdrian AbbsNew Business TEECNew Business TEEC
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
Industry TrendsIndustry Trends
“The need to track costs and manage the process of campaign planning, design and implementation is important to all marketing organizations. However, the larger and more distributed the organization, the bigger the marketing budget; and the greater the need to use technology to manage the environment.”Elana Anderson, Giga/Forrester Senior Analyst
CRM Buyer, “Charting a Course Toward Marketing Automation” (July/03)CRM Buyer, “Charting a Course Toward Marketing Automation” (July/03)
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
MarketingMarketing
The Marketing NetworkThe Marketing Network
Best PracticesBest Practices
++
OpportunityOpportunity
==
CommunicationsCommunications
Internet MarketingInternet Marketing
AdvertisingAdvertising
Direct MarketingDirect Marketing
Event ManagementEvent Management
Public RelationsPublic Relations
Product MarketingProduct Marketing
ManagementManagement
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
The OpportunityThe Opportunity
MarketingMarketingTarget campaignsTarget campaigns
Analyze campaign ROIAnalyze campaign ROISegment customer baseSegment customer base
SalesSalesIncrease deal size & win rates Increase deal size & win rates
Empower mobile sales Empower mobile sales Automate best practices Automate best practices
Increase forecast accuracyIncrease forecast accuracy
ServiceServiceDeliver 24x7 self-serviceDeliver 24x7 self-service
Unify knowledgebaseUnify knowledgebaseTrack performanceTrack performance
Interactive SellingInteractive SellingConfigure products onlineConfigure products online
Dynamic quotes & proposalsDynamic quotes & proposalsOnline order trackingOnline order tracking
Partner ManagementPartner ManagementManage leadsManage leads
Collaborate Collaborate Increase performanceIncrease performance
Increase transaction valueIncrease transaction value
Reach new marketsReach new markets
Increase win rateIncrease win rate
Personalize the Personalize the customer experiencecustomer experience
Be easier to do business withBe easier to do business with
Provide solutions fasterProvide solutions faster
Reduce sales cycle timeReduce sales cycle time
Lower training costsLower training costs
Reduce transaction costsReduce transaction costs
MarginsMarginsRevenueRevenue LoyaltyLoyalty
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
Pre-qualified leads are distributed in real Pre-qualified leads are distributed in real time along with prospect informationtime along with prospect information
Meeting the ChallengeMeeting the Challenge
““Can CRM help us with our Can CRM help us with our marketing challenges to…”marketing challenges to…” Pivotal MarketingPivotal Marketing
Scored leads are routed for immediate Scored leads are routed for immediate follow-up, more qualification or nurturing follow-up, more qualification or nurturing
100% visibility into marketing & sales 100% visibility into marketing & sales resultsresults
Better manage leadsBetter manage leads
Share real-time resultsShare real-time results
Understand customer behaviorUnderstand customer behavior
Extend market reach globallyExtend market reach globally Centrally create multilingual campaigns Centrally create multilingual campaigns with the right message for each audiencewith the right message for each audience
Create quality leadsCreate quality leads
Data is captured at every point of Data is captured at every point of interaction creating in-depth profilesinteraction creating in-depth profiles
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
The Marketing & Sales ProcessThe Marketing & Sales Process
Go to marketGo to market strategy is strategy is
defineddefined
Capture customer data from Capture customer data from every interaction, building in-every interaction, building in-depth customer profiles.depth customer profiles.
1)1) Build and execute timely campaigns using Build and execute timely campaigns using conditional text and automated programs. conditional text and automated programs. Ensure Sales rep allocation to act on leads.Ensure Sales rep allocation to act on leads.
3)3)Customer profiling and segmenting Customer profiling and segmenting identifies the right prospects at the identifies the right prospects at the right time in their buying cycle.right time in their buying cycle.
2)2)
Receive immediate acceptance/ rejection Receive immediate acceptance/ rejection reports from sales, and tweak campaigns reports from sales, and tweak campaigns appropriately in real-time to maximize appropriately in real-time to maximize effectiveness.effectiveness.
5)5) Automatically deliver pre-qualified, hot Automatically deliver pre-qualified, hot leads to the right Sales rep, ensuring leads to the right Sales rep, ensuring quick conversion of leads into quick conversion of leads into opportunities.opportunities.
4)4)Re-use successful campaigns in global Re-use successful campaigns in global markets, employing centrally-managed markets, employing centrally-managed templates while tailoring programs to fit templates while tailoring programs to fit local language, culture and privacy local language, culture and privacy concerns.concerns.
6)6)
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
The Pivotal Product AdvantageThe Pivotal Product Advantage
Pivotal CRM SuitePivotal CRM Suite
Pivotal ServicePivotal Service
PivotalPivotalContact CenterContact Center
Pivotal eServicePivotal eService
Pivotal WirelessPivotal Wireless
PivotalPivotalService AnalyticsService Analytics
Pivotal eSalesPivotal eSales
Pivotal Pivotal ConfiguratorConfigurator
Pivotal AdvisorPivotal Advisor
Pivotal QuoterPivotal Quoter
Pivotal CatalogPivotal Catalog
Pivotal ePartnerPivotal ePartner
PivotalPivotalPartner ManagerPartner Manager
PivotalPivotalPartner AnalyticsPartner Analytics
SALESSALES MARKETINGMARKETING SERVICESERVICE INTERACTIVE INTERACTIVE SELLINGSELLING
PARTNER PARTNER MANAGEMENTMANAGEMENT
Pivotal MarketFirstPivotal MarketFirst
• Campaign PortalCampaign Portal
• Direct Marketing Direct Marketing ManagerManager
• Event ManagerEvent Manager
• Lead ManagerLead Manager
• Prospecting Prospecting AssistantAssistant
PivotalPivotalContact CenterContact Center
PivotalPivotalMarketing AnalyticsMarketing Analytics
Pivotal SalesPivotal Sales
PivotalPivotalAssisted Selling Assisted Selling
Pivotal Sales - Pivotal Sales - Miller Heiman Ed.Miller Heiman Ed.
PivotalPivotalContact CenterContact Center
Pivotal Wireless Pivotal Wireless
PivotalPivotalSales AnalyticsSales Analytics
Pivotal ArchitecturePivotal Architecture
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
What’s New with Pivotal 5.1What’s New with Pivotal 5.1
One-click access to Pivotal customer, prospect and product data from One-click access to Pivotal customer, prospect and product data from MS Office applicationsMS Office applications
Bi-directional integration with MS OutlookBi-directional integration with MS Outlook
Advanced SmartPortal personalizationAdvanced SmartPortal personalization
UsabilityUsability
MobilityMobility
In-field system upgrades (service packs and hot fixes) In-field system upgrades (service packs and hot fixes)
Full offline functionality including MS Office integrationFull offline functionality including MS Office integration
Global MarketingGlobal Marketing
Global language supportGlobal language support
Centralized tracking and reporting Centralized tracking and reporting
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
FeaturesFeatures
Empowers organizations with distributed marketing needs
Create one campaign and run it in any country/all major languages worldwide using Unicode & conditional text
Central brand & messaging management
Single marketing database
Easy-to-use interface requires no user training
Browser-based; no client to distribute or manage
Pivotal Campaign PortalPivotal Campaign Portal
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
FeaturesFeatures
Create Unicode-enabled multilingual eDirect Mail
Use conditional text to create personalized, relevant, timely communications
Dynamic, real-time segmentation
Measure & grow response rates
Auto-adjusting of campaigns
Integrate online/offline direct marketing campaigns
Integrate to lead qualification, distribution & tracking
List management & profiling
Integrate ‘tell a friend’ campaigns
Integrate subscription & opt-out capabilities
Pivotal Direct Marketing ManagerPivotal Direct Marketing Manager
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
FeaturesFeatures
Automate project management & approvals
Segmentation & progressive profiling
Deliver tailored invitations
Track responses, manage invitee lists
Automated ‘lights-out’ reminders
Integrated task development, approval & management
ROI measurement & reporting
Integrate to lead qualification, distribution & tracking
Pivotal Event ManagerPivotal Event Manager
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
FeaturesFeatures
Synchronize multiple lead channels
Pre-qualify leads according to company rules
Direct hot leads to the right people in real time
Nurture cold leads with automated DRIP campaigns
Wireless lead distribution
Track the progress of leads
Close the follow-up leads loop
Pivotal Lead ManagerPivotal Lead Manager
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
FeaturesFeatures
Self-service, Web-based portal for sales
Unified sales tool repository
Unified marketing & sales programs
Leads are easily accessible to send communications
Dynamic communication templates
Leads can be integrated from existing SFA system
Real-time reporting on prospect activity
Automated literature fulfillment
Pivotal Prospecting AssistantPivotal Prospecting Assistant
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
Pivotal Contact CenterPivotal Contact Center
Integrated across sales, marketing Integrated across sales, marketing and service and service
Connect multiple channels Connect multiple channels
Close outstanding opportunities Close outstanding opportunities
Understand customer preferences Understand customer preferences
Identify marketing touchpoints Identify marketing touchpoints
Reference current products & Reference current products & services services
Resolve outstanding service Resolve outstanding service requests requests
View complete interaction histories View complete interaction histories
FeaturesFeatures
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
FeaturesFeatures
Analytical data mining
Strategic analysis
Intelligence repository
Web behavior analysis
Detailed business analysis
Pivotal Marketing AnalyticsPivotal Marketing Analytics
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
Cross-sell Cross-sell
Up-sell Up-sell
Marketing LifecycleMarketing Lifecycle
PivotalPivotalCampaign PortalCampaign Portal
PivotalPivotalProspecting AssistantProspecting Assistant
Pivotal Direct Pivotal Direct Marketing ManagerMarketing Manager
PivotalPivotalLead ManagerLead Manager
IdentifyIdentify EngageEngage EnhanceEnhance ConvertConvert RetainRetain
PivotalPivotalContact CenterContact Center
PivotalPivotalEvent ManagerEvent Manager
PivotalPivotalMarketing AnalyticsMarketing Analytics
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
Marketing Results FrameworkMarketing Results Framework
Corporate Reach
Resu
lts
ProjectProject On Time/On BudgetOn Time/On Budget System UsageSystem Usage Accurate Customer DataAccurate Customer Data
Marketing ManagerMarketing Manager # Campaigns per Region# Campaigns per Region # of Leads per Campaign# of Leads per Campaign # of Deals per Campaign# of Deals per Campaign
Marketing VPMarketing VP Revenue per Product/ServiceRevenue per Product/Service % Proactive Service Interactions% Proactive Service Interactions Lead Generation CostsLead Generation Costs
Customers & PartnersCustomers & Partners Customer LTV to $ZCustomer LTV to $Z Customer Satisfaction to X%Customer Satisfaction to X% Customer Retention to Y%Customer Retention to Y% Customer Share of WalletCustomer Share of Wallet
Corporate ObjectivesCorporate Objectives Revenue by X%Revenue by X% Margins by Y%Margins by Y% Customer Loyalty by Z%Customer Loyalty by Z%
Clear Visibility into ProgressClear Visibility into Progress
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
CRM Marketing ResultsCRM Marketing Results
ObjectivesObjectives
Track marketing effectivenessTrack marketing effectiveness
Enable direct marketingEnable direct marketing
Reduce the cost of each leadReduce the cost of each lead
ResultsResults
Decreased cost per lead by Decreased cost per lead by 85%85%
28% reduction in advertising 28% reduction in advertising expensesexpenses
75% reduction in lit fulfillment 75% reduction in lit fulfillment expensesexpenses
Qualified leads rose from Qualified leads rose from 500/month to almost 500/month to almost 4000/month4000/month
Lead follow up rose from Lead follow up rose from 58% to 90%+58% to 90%+
SolutionSolution
Ensure brand awarenessEnsure brand awareness
Create automated lead Create automated lead ranking workflowranking workflow
Identify decision makers Identify decision makers within organizationswithin organizations
Enable Best PracticesEnable Best Practices
Automate lead distributionAutomate lead distribution
““Pivotal MarketFirst delivered a world-Pivotal MarketFirst delivered a world-class lead generation and management class lead generation and management system that improved our success with system that improved our success with dealers and resellers significantly.”dealers and resellers significantly.”
Fred Krazeise, Director of Strategic MarketingFred Krazeise, Director of Strategic MarketingSharp LCD Products GroupSharp LCD Products Group
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
CRM Marketing ResultsCRM Marketing Results
ObjectivesObjectives
Deliver promotions, customer Deliver promotions, customer surveys, event invitations and surveys, event invitations and registrations registrations
Distribute weekly newsletters Distribute weekly newsletters containing quotes, containing quotes, productivity tips and featured productivity tips and featured productsproducts
ResultsResults
1.7 million personalized 1.7 million personalized customer emailscustomer emails
Implemented more than 80 Implemented more than 80 campaigns in 3 monthscampaigns in 3 months
Created a complete view of Created a complete view of their customers their customers
Gained streamlined access Gained streamlined access to customer information to customer information
SolutionSolution
Unified customer data Unified customer data website-integrated to website-integrated to improve reachimprove reach
Workflow components Workflow components trigger events – i.e. trigger events – i.e. sending customer offers or sending customer offers or employee messagesemployee messages
““We are extremely pleased by the broad capabilities We are extremely pleased by the broad capabilities and ease-of-use of Pivotal Marketing. We continue to and ease-of-use of Pivotal Marketing. We continue to find new uses for the system that are improving our find new uses for the system that are improving our marketing successes throughout the enterprise.”marketing successes throughout the enterprise.”
Doug Smith, Executive Vice President Doug Smith, Executive Vice President FranklinCovey FranklinCovey
Copyright © 2003 Pivotal Corporation. All rights reserved.Copyright © 2003 Pivotal Corporation. All rights reserved.
The Pivotal PromiseThe Pivotal Promise
Time and Cost
Resu
lts
Mid-Enterprise ExpertiseMid-Enterprise Expertise
Intelligent Internet Intelligent Internet ArchitectureArchitecture
Pivotal Results ProgramPivotal Results Program
Open, Collaborative StyleOpen, Collaborative Style
Predictable CostsPredictable Costs
Results FocusResults Focus
Complete Product SuiteComplete Product Suite