THE MULTICHANNEL MARKETING MATURITY MANDATE: A LOOK AT PROVEN RESULTS, SIGNIFICANT FAULTS, AND A PATH TO HIGHER GAINS

Transcription

1 November 7, 2012 THE MULTICHANNEL MARKETING MATURITY MANDATE: A LOOK AT PROVEN RESULTS, SIGNIFICANT FAULTS, AND A PATH TO HIGHER GAINS Follow the discussion: #sitecorelive

2 Today s Presenter Sitecore Suzy McKee Senior Product Marketing Manager With exclusive content from Forrester Consulting Analyst Lori Wizdo Follow the discussion: #sitecorelive

3 Reminders for Today s Webinar Webinar recording & slides: will be ed to you within 48 hours after the event Discussion: visit the Twitter hashtag: #sitecorelive Questions: type your questions in the chat window Follow the discussion: #sitecorelive

4 World of Sitecore Follow the discussion: #sitecorelive

5 Recognition Gartner 2010, 2011, 2012 WCM Magic Quadrant Leader Gartner 2012 CRM Multichannel Campaign Management Visionary Forrester Wave : Web Content Management For Online Customer Experience, Q Strong Performer Microsoft Gold Certified, Global ISV Alliance Partner Partner of the Year 2003/2004 Follow the discussion: #sitecorelive

6 Sitecore Customers Around the World Follow the discussion: #sitecorelive

7 Agenda How to identify opportunities for increased profitable revenue growth through multichannel marketing The significance of holistic cross-channel customer engagement Why there is ongoing opportunity for better organizational alignment, process definition, and technology integration Understanding where your marketing organization is on the Forrester Multichannel Maturity Model Follow the discussion: #sitecorelive

8 Multichannel Maturity Mandate Follow the discussion: #sitecorelive

9 Executive Summary Key findings Marketers have accepted multichannel marketing as common practice Perceived skills gap impedes multichannel marketing efforts Mature practitioners have realized significant business gains Mature practitioners have significantly different practices Even the most mature multichannel marketers have opportunity to improve

10 Poll: Which of the following best describes your marketing organization s stance toward Multichannel marketing? We have been practicing multichannel marketing long enough to call ourselves mature We are transitioning to Multichannel marketing We plan to begin our transition to Multichannel marketing by the end of 2012 We are interested in Multichannel marketing, but have no immediate plans to adopt it

11 Multichannel Marketing as Common Practice Marketers have accepted multichannel marketing as common practice of respondents assessed themselves as mature practitioners of Multichannel marketing Another said they are in transition to becoming Multichannel Only of respondents had no plans to implement Multichannel marketing 2

12 Multichannel Marketing Adoption: Results

13 Characterizing a Mature Multichannel Marketer Holistic cross-channel customer engagement Single, integrated view of customer data Consistent user interaction 3

14 Multichannel B2B vs. B2C Marketing B2C marketers already more prepared to deal with multichannel customers B2B buyer more multichannel than the seller Social media Digital media Online & offline Events B2B marketers not thinking about the multichannel buyer Lots of catching up to do 4

15 Tangible Results of Multichannel Marketing from the Study reported a gain of more than a increase in campaign payback, and more than 10% in return on marketing investment of respondents reported more than increase in impressions of respondents reported more than improvement in customer satisfaction reported more than a reduction in sales cycle times 5

16 Poll: How well does your marketing team work/collaborate with your company s IT function? Excellent: IT understands our requirements and we almost always achieve our technology objectives Good: IT may not always understand our requirements, but is responsive to our needs Fair: IT keeps the lights on in terms of current processes/objectives, but is slow to respond to new objectives Poor: IT doesn t understand or demonstrate that they care about our needs and we usually fail to achieve our objectives

17 Mature Multichannel Marketers & IT: Results 6

18 Poll: Which describes your firm s internal organizational approach to supporting marketing across multiple channels? Centralized marketing team, consolidating all technology and services across channels, products, and corporate groups Marketing is organized by channel Decentralized marketing team, brands, product teams, corporate groups have independent marketing capabilities Hub and spoke certain capabilities are centrally supported but product teams have independent marketing capabilities

19 Marketing Organizational Structures: Results Which of the following best describes your firm s internal organizational approach to supporting marketing across multiple channels? Hub and spoke certain capabilities are centrally supported but product teams have independent marketing capabilities Decentralized marketing team, brands, product teams, corporate groups have independent marketing capabilities 18% 17% 25% 40% Centralized marketing team, consolidating all technology and services across channels, products, and corporate groups Base: 226 global marketing decision-makers Marketing is organized by channel Source: A commissioned study conducted by Forrester Consulting on behalf of Sitecore, December 2011

20 What does the future of marketing look like? Customers will tell us what s next Will we hear them to be able to engage them meaningfully? It s not about us, it s about the customer 7

21 Organizational Silos Damage the Customer Experience 8

22 Multichannel Maturity Model Source: Forrester Consulting Inc.

23 Stages of the Maturity Model Channel entropy Independently manage customer interactions in each channel Multiple teams may be executing in same channel Customer engagement strategy differs by channel Independent data stores by channel Channel independence Integrated channel teams

24 Stages of the Maturity Model (continued) Multichannel integration Single view of customer data, interactions, and transactions across multiple channels, in near real time Customer experience differs by channel

25 Stages of the Maturity Model (continued) Multichannel engagement Single view of customer data, interactions, and transactions across multiple channels Processes are consistent across channel and user interfaces Customer engagement in each channel is aware, and informed by, offers and interactions in other channels Customers expect and receive consistent, reliable interactions with the company 1

26 Key Recommendations Create a culture that worships customer knowledge Stop thinking about campaigns and start thinking about engagement Transform your website into a pervasive customer engagement hub Build the technical infrastructure to support dynamic, cross-channel conversations with customers Find a trusted IT advisor Don t overlook change management Choose technology partners that can help you rack up shortterm gains on the path to the full vision

27 Mature Multichannel Marketing ROI Calculation

28 Questions? Type your questions in the chat window! Also feel free to chat with us via Twitter at the hashtag: #sitecorelive. Your questions are important to us! If we do not get to answer them during this discussion, we will follow-up afterwards We will this recording and PPT slides after the event. More educational resources: visit for white papers, ebooks, videos and more. We invite you to participate in a survey about this webinar. Please visit: