Reference Process Proposal

Michal Zozulak

Agenda

Facts to consider Important questions before start References Process – SIPOC approach Examples - where to integrate references

Facts to consider

Limited resources/finances – no overspending policy

Cooperation/management of local agencies in EMEA region

Regular communication/cooperation & alignment with customer MK, Sales, RM, CEM, MarCom teams

DIY tools (DTP, audio/video editors SW, etc.) available & necessary for in-house production of collaterals

Balance customer usage with new sales needs

!

Important questions

What is the goal / how to measure? (RP in CRM / native sales tool) What is the RP name? (name to attract) How to prepare? (structured interviews, short forms) Why should sales reps / KAM use RP? (explain / educate) Why should internal teams cooperate? (Ref. Employee Contest) Why should customers cooperate? (RP as a promo tool / Customer Loyalty

Program) Where else to look besides internal CRM? (social networks, blogs, events,

webminars, etc. – ask for quotes, testimonials…) What’s next? (conversion rate tracking, quarterly reviews, results Vs.

goals, improvement)

?

References Process

Suppliers Inputs Process Outputs CustomersSalesMarket Dev. Note in CRMEMEA MK team

Sales / Partners Prospective Cust.EMEA RM team SalesEMEA CEM team EMEA MarketingMarCom Global MarCom Team

EMEA CEM / RMNA Customer MKMarket Development

Sales / Partners Prospective Cust.

EMEA RM New Cust.(first-timers)EMEA CEM SalesMarCom EMEA Marketing

Global MarCom TeamEMEA CEM / RMNA Customer MKMarket Development

Sales / Partners Prospective Cust.EMEA RM New Cust. (first-timers)EMEA CEM Regular Cust.MarCom SalesDevelopers (3rdP) EMEA Marketing

Global MarCom TeamEMEA CEM / RMNA Customer MKMarket Development

Gather data -> Analyze -> Best-fit selection / new business sales needs -> Proposal for creating ref. -> Getting details of installed products / implementation benefits -> reference production with local agency & MarCom considering customer's inputs, & inputs from suppliers -> sending draft to MarCom, then customer for approval -> Approval / corrections -> final version – output

Gather data -> Analyze -> Proposal for creating ref. -> Getting details about products, focus on value - added features -> ref.creation directly with evangelist and aligned with suppliers' inputs -> sending draft to MarCom, then evang.approval -> Approval / Corrections -> final ver. - output

Sales References, Case Studies, Success Stories, Quotes, Logo uses, ROI CS

Sales References, Case Studies, Success Stories, Quotes, Logo uses, ROI CS, Video testimonials, Name drops, PR articles

Sales Ref, CS, Success Stories, Quotes, Logo uses, ROI CS, Video testimonials, Name drops, Speaking eng., PR articles, infographics, video tutorials, demos, whitepapers, blogs, ppts

Gather data -> Analyze -> Best-fit selection / new business sales needs -> Proposal for creating ref. -> Getting details about original product & the reason for upgrading / additional purchase (cross/up sell focus) plus any other value-added implementation benefits -> reference production with local agency & MarCom considering customer's inputs, & inputs from suppliers -> sending draft to MarCom, then customer for approval -> Approval / corrections -> final version – output

4. Evangelists (key influencers)

Data from Eloqua, Radian6, sales/BD related sources, roadshows, etc.

Data from Salesforce CRM, Customer events, Webcasts, Partners

Data from Salesforce CRM, Customer events, Roadshows, Webcasts, Fusion Conference

Data from Salesforce CRM, Webminars, Roadshows, Customer events, Concur Connect Platform, Fusion Conference

Customer Lifecycle Marketing Stage Uses

Customer Reference Program, Newsletters, MK Camp. (part of collateral), MarCom, PR, Social Media, Intranet Web (all internal resource centers)

1. Prospective Cust.

2. New Cust. (first-timers)

3. Regular Cust.

Gather data -> Analyze (deal-closing probability) -> Best-fit selection / new business sales needs balance -> Proposal to prospect for creating ref.as part of sales negotiation -> Note in CRM

Integration Examples - Panasonic

Marketing Campaign for Partners / Customers Reference as a part of Panasonic Loyalty Program (collect points for providing

data about customer & get awarded with consumer electronics)

Integration Examples - Panasonic

PR – Best Case Study Award 2009 – State & Public Sector Reference as a part of Contest for the best Case Study by CIO Business World

Magazine in Czech Republic

Integration Examples - Oracle

Integration of references in dedicated areas in monthly newsletters, direct e-mail campaigns, LP, social media, etc.

Whitepapers, Case Studies, Success Stories

Quotes, Name drops

Speaking engagements

Video tutorials, testimonials, demos, presentations

PR articles, infographics, blogs

Integration Examples - Oracle

Other interesting projects to include

references in – Interactive Value

Proposition 3D Video

Not only in online, social, mobile

but also in physical form!

Questions

Thank you!