mingle monday on marketing automation and crm

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Agenda

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• Welcome and introductions

• Importance of aligned Sales & Marketing + latest trends

• CRM & Marketing automation as enablers to Sales & Marketing alignment

• MOOOSE as solution to alignment

• Argenta’s journey in CRM & Marketing Automation

• Q&A

Focus on Driving Your Growth

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MARKETINGDefine, develop,

communicate and deliver offerings that have value for

your customers

SALESBoosting commercial

performance enabling you to find, win and retain

customers

TRANSFORMATIONBuilding organizational focus,

capabilities and the necessary change to win more in the market

Marketing Sales Transformation

• Market Assessments • Sales Management• Defining or aligning on vision &

mission

• Segmentation, targeting & positioning

• Funnel planning and lead generation

• Shifting the paradigm and change management

• Product management & marketing

• Creating sales opportunities • Innovation & NPD processes

• Go to market plans & activation • Managing opportunities • Organizational design

• Integrated communications management

• Managing relationships - Large Account Management Process

• Building customer centric or solution led organizations

• Pricing & value capturing • Value based selling and pricing • Internal communications

• (Employer) brand management • Negotiating success • Coaching & capability building

• Customer experience & loyalty • Leveraging your CRM tools • Marketing & sales alignment

• Marketing automation, performance & scorecards

• Partner channel management • Building employee engagement

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Deep Expertise

We Mind Your Business

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INTERIM SERVICES

Specialist resources to fill organizational

gaps

CONSULTING SERVICES

Experts to define strategy or manage projects/programs

TRAINING COACHING

Trainers or advisors to build capabilities of people and teams

AGENDA

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• Q&A

IMPORTANCE OF ALIGNED SALES & MARKETING + LATEST TRENDS

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IMPORTANCE OF ALIGNED SALES & MARKETING

COMPANIES THAT ARE BEST IN CLASS IN SALES AND MARKETING ALIGNMENT ACHIEVE MORE GROWTH

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5.4 %MORE UNIT GROWTH compared to poorly aligned organizations

38 %Improvement in DEAL CLOSURE rate and better productivity of sales

36 %Reduced CHURN in customers or business at that customer

IMPORTANCE OF ALIGNED SALES & MARKETING

RECENT STUDY SHOWED BEST IN CLASS GETTING BETTER SALES AND MARKETING PERFORMANCE

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AGENDA

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• Q&A

CRM & MARKETING AUTOMATION AS ENABLERS

HOW DOES “WINNING” LOOK LIKE

• What are the COMPANY’s goals

• What are YOUR goals

• What are OTHER PEOPLE’s goals

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Questions to ask:

• Goals or concerns about marketing automation : Start with GOALS then look at processes!

• How would sales want to use / interact with it?

• What is a qualified lead?

Date to review:

• Won deals – where did the leads come from?

• CRM Reports – where are the gaps?

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Map it out:

• Overall lead flow between Marketing & Sales

• CRM & Marketing Automation specific

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Marketing Planning

Define Campaigns

Approve Campaign

Prepare Campaign

DeployEvaluate

CampaignBusiness Planning

Funnel follow up

1 2 4 5 6 7 83

1. Plan 2. Initiate 3. Execute 4. Evaluate


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Marketing Planning

Define Campaigns

Approve Campaign

Prepare Campaign

DeployEvaluate


Funnel follow up

1 2 4 5 6 7 83



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Marketing Planning

Define Campaigns

Approve Campaign

Prepare Campaign

DeployEvaluate


Funnel follow up

1 2 4 5 6 7 83



Checklist / key questions to ask:

• What really makes a qualified lead?

• When is a lead assigned & why + what data do sales need?

• How does lead assignment and ownership work?

• How does / should sales follow up with leads?

• What do we do if customer is not ready to buy?

• When and how to nurture?

• Which data are we collecting and which one do we need?

• How are our Sales Rep using the CRM? Who else uses the CRM & how?

• What are we reporting on?

• Which other tools are integrating with your CRM?

• Which system will be the master?

• Which governance to be set up?

• ROI of the project?

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AGENDA

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• Q&A

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MARKETING AUTOMATION

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DISTRIBUTEDMARKETING

DTP & DESIGN

MOBILE MESSAGING

& APPS

PICK & PACK

PRINT

E-MAIL & DIRECT MAIL

DIGITAL SIGNAGE

INTEGRATION

EVENT WEBSITES

SOCIALINTEGRATION

COMMUNICATION

PRODUCTION HOUSE

DISTRIBUTEDMARKETING

DTP & DESIGN

MOBILE MESSAGING

& APPS

PICK & PACK

PRINT

E-MAIL & DIRECT MAIL

DIGITAL SIGNAGE

INTEGRATION

EVENT WEBSITES

SOCIALINTEGRATION

SINGLE POINT OF CONTACT

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NOT ABOUT TOOLS

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IS YOUR ORGANISATIONFUTURE PROOF ?

PEOPLE | SKILLS MATRIC

PROCESSES |ORGANISATION

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+50% sees

themselves

as “in front of

the pack”

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ARE WE ASKING THERIGHT QUESTIONS ?

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INSPIRATIONPOWERED BY

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DOES A MARKETING MANAGER HAVE TOWASTE TIME ON SENDING OUT SAMPLES?

BUSINESS CASE

• 4 hours every week

• Average full people cost: 100K (62€/hour)

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TCO 3 year: 40K

- Sample management

- Gadget management

- Marketing materials

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CAN WE AUTOMATEDIRECT MAIL ?

BUSINESS CASE

• ½ FTE per DM

– Lower relevancy: 30 day cyclus

– Manual invlvement:

• Offers

• Contact database

• Design elements

• Average full people cost: 80K

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TCO on 3 years / 4 DM pieces/year: 40K

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HOW CAN I DO MORE WITH THE SAMEORGANISATION ?

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AUTOMATION

SOLVE A PROBLEM

EASE OUT FRUSTRATIONS

QUICK TIME TO MARKET

THE RIGHT QUESTIONS

• How can we work faster, more flexible, scalable?

• What processes take a lot of time?

• Who is doing what in my marketing organisation?

• Do we have the right skills matrix?

• AND NOT: how can we digitise certain channels?

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IS YOUR MARKETING TEAM FUTURE PROOF?

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CASE ARGENTAPOWERED BY

AGENDA

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• Argenta, bank en verzekeringsgroep

• Argenta in transformatie: de uitdaging

• Marketingautomatisering: de beslissing

• Stap voor stap naar marketingautomatisering

• Eerste indrukken – evaluatie

• Argenta MOOOSE visueel - Piloot

ARGENTA, BANK EN VERZEKERINGSGROEP

• Opgericht in 1956

• Actief in België, Nederland en Luxemburg.

• Focus op gezinnen, niet op ondernemingen.

• De op vier na grootste bankinstelling in België.

• Kernactiviteiten: – spaar- en beleggingsproducten,

– kredieten

– verzekeringen.

• Uitgebreid net van zelfstandige kantoren (500+).

• Kantoorhouders van tweede of derde generatie.

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ARGENTA IN DE DIGITALE TRANSFORMATIE: DE UITDAGING

• Lokaal ondernemerschap:

– 50 tot 100 individuele vragen per week

– Stockbeheer/verspilling

• Doolhof van informatie en procedures:

– Sharepoint, Gadgetshop, Addemar, Promoweb,…

– Overzicht

– Actueel houden van materiaal

• Uniformiteit van het merkbeleid waarborgen;

• Compliance garanderen van het lokaal materiaal.

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AUTOMATISERING – DE BESLISSING

• Nood aan efficiëntie

– Regiefunctie van marketing

– Proactief versus responsief

– Automatisering

– Standaardisatie

• Nood aan meer effectiviteit

– Uniforme boodschappen – cross channel aanpak

• Vooronderzoek

– 75% van adhoc aanvragen is automatiseerbaar

– 80% van de overige vragen is standaardiseerbaar

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STAP VOOR STAP NAAR MARKETINGAUTOMATISERING

Fase I: voorbereiding

• Oprichting werkgroep met delegatie van stakeholders

• Workshops: definitie van de behoeften:

– Navigatie, identificaties, veiligheid, rapportering, …

• Definitie van de belangrijke parameters;

• Inventaris/cleaning van bestaand materiaal;

• Afspraken over security en support – SLA’s;

• Creatie van ondersteunend materiaal/training.

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Fase II: implementatie

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PILOOT

1/3/16

LANCERING

2/5/2016

STAP 2

1/9/16

STAP 3

1/11/16

PILOOT: 30 kantoren met een selectie van 25 standaarditems

Lancering: algemeen materiaal + nieuw campagnemateriaal + populair materiaal

Stap 2: Nieuw productmateriaal

Stap 3: Media & modellen – volledige personalisatie


Fase III: integratie (2017)

• Andere applicaties voor het kantorennet

– Webshop, …

• Andere kanalen/media

– E-mailing

– Social media platform

• Globale CRM oplossing

• Interne toepassingen (HR, CC,…)

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EERSTE INDRUKKEN - EVALUATIE

Aandachtspunten:

• Vooraf behoeften gedetailleerd in kaart brengen;

• Snelle implementatie: stap voor stap opbouw

– Verandering in mindset – gewoontepatroon

– Onmiddellijk toegevoegde waarde leveren

– Eenvoudige applicatie/procedure werkt drempelverlagend

• Feedback procedure (online survey) inbouwen;

• Betrokkenheid van alle ‘andere’ partijen:

– IT security, IT support, compliance, stockbeheer, CC, …

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ARGENTA MOOOSE VISUEEL - PILOOT

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THANKS !!

• Code for M&M Parking – Park Hill - E. Mommaertslaan 16B

Code : 9765

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