How to Build the Marketing Org of the future. Shyna Zhang Director of Product Marketing Marketo

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1 How to Build the Marketing Org of the future Shyna Zhang Director of Product Marketing Marketo

2 Marketo Company Overview Marketing First Helping marketers master the art and science of digital marketing Unparalleled expertise 4,500 customers across 25 industries in 46 countries #1 independent marketing platform: Innovative digital marketing platform Fastest growing marketing technology company Customer system of record, 1B leads, 220B+ activities Top rated by Analysts including Gartner, SiriusDecisions and Forrester

3 How to build the Marketing Org of the Future

4 How to Build the Marketing Org of the Future Team Structure Talent Mix Trans- Functional Alignment Break the Silos Find the DaVincis Lead the charge

5 How to build the Marketing Org of the Future Team Structures Talent Mix Trans- Functional Alignment Break the Silos

6 Team Structures Abandon Silos and create nimble and fluid structure

7 Team Structures Abandon Channel Based Silos Channel Based Silos are not effective in this digital age where the customer journey is fluid across these channels TV Print Events Web Digital Social Mobile

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9 Team Structures Create Horizontal Teams Horizontal Teams Brand and Advertising Create horizontal teams that can think across the entire customer experience Product Marketing Field Marketing Demand Generation Customer Marketing

10 Content Marketing Operations Team Structures Create Horizontal Teams Horizontal Teams COE s Brand and Advertising Create Center of Excellence that can serve these horizontal teams as service bureaus Product Marketing Field Marketing Demand Generation Customer Marketing

11 How to build the Marketing Org of the Future Team Structures Talent Mix Trans- Functional Alignment Find the DaVincis

12 Talent Mix Find the DaVincis who can be generalists and let them span multiple functions

13 Skill Based Hiring Talent Mix Data, Analytics, Modelling THINKERS FEELERS Customer Behavior and Interactions Do not hire for specific expertise such as Social or Web but rather by skills that you will need across the organization DOERS Content Creation and Project Management

14 How to build the Marketing Org of the Future Team Structures Talent Mix Trans- Functional Alignment Lead the charge

15 Trans- Functional Alignment Chief Marketing Officer to Chief Experience Officer

16 Trans- Functional Alignment Marketing Leading the Way Marketing is now expected to create exceptional brand moments at every customer touch point! Page 16

17 Trans- Functional Alignment Marketing must own the Customer Experience Marketing should be the architect and driver of the customer experience. CUSTOMER Marketing must capture and drive a 360 degree view of the customer

18 What the heck is Marketing doing over there? Marketing just doesn t get technology 51% of CIOs feel that marketing employees understand technology Marketing doesn t think through process and governance 50% of CIOs feel that marketing pulls in technologies without proper consideration for IT standards and architecture (up 1% from 2012 Marketing is moving too fast, lacks a longterm vision 43% say marketing requirements and priorities change too often to keep up with Marketo Proprietary and Confidential Marketo, Inc. 4/28/2016 Page 18

19 IT isn t moving fast enough for our buyer needs! IT can t keep up with evolving demands from marketing in a digital environment 43% of marketers the technology development process is too slow and not aligned to the speed of digital marketing IT doesn t always understand the customer experience 40% of marketers say IT falls short on delivering on requirements, up 6% IT takes too long and isn t good enough 43% of CMOs say the IT process takes too long to keep up with digital marketing Marketo Proprietary and Confidential Marketo, Inc. 4/28/2016 Page 19

20 Trans- Functional Alignment Marketing must lead the charge to drive organizational alignment MARKETING Marketing needs to forge relationships with other parts of the organization, especially IT, Sales and Customer Service SALES CUSTOMER SERVICE IT

21 Marketing First

22 How to build the Marketing Org of the Future Team Structure Talent Mix Trans- Functional Alignment Break the Silos Find the DaVincis Lead the charge

23 Thank You