1. A Road Map To Optimization:
3 Keys To Tying New Technology
Rollouts To Business Results
June 26, 2012
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3. This Webinar is Brought To you By:
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4. About Content4Demand
• Working with over 100 clients on
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Visit Content4Demand.com for samples!
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5. About Content4Demand
• Insert Info

6. About Couch & Associates
Couch & Associates is a professional services marketing organization. We
specialize in adding value to marketing processes through automation,
effectiveness and sales enablement.
Our consultancy drives initiatives for our 200+ clients ranging from SMB to
Fortune 500. Our design and technical teams add value through their
knowledge of best practices and experience with marketing technologies
and surrounding infrastructures.
Our team is certified with a variety of software platforms including Eloqua,
Salesforce, Netsuite, SLX and Microsoft Dynamics.

7. Ryan Abreo
Couch & Associates
Matthew McKenzie
DemandGen Report
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8. 85% of companies that adopt 37% of business change projects
marketing automation say fail to deliver benefits; 34% of
they’re using the solution to its companies have ABANDONED a
full potential major IT project in the last three
years.
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9. #TransformTriad #1Funnel

10. Customer Buying…
Marketing & Sales Processes
Interest Learn Evaluate Justify
Marketing Sales Sales
Suspect Inquiry Qualified Lead Accepted Lead Qualified Lead $$
(MQL) (SAL) (SQL)
Marketing Sales
Marketing Sales Sales closes
validates validates and
nurtures to validates revenue
quality of accepts
sales ready. BANT criteria opportunity.
interest. ownership.
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11. 18% of B2B organizations currently
use a marketing automation
platform; 40% will do so by 2016.....
- SiriusDecisions, Research Data May 2012
“A marketing automation
platform doesn’t care whether
your processes and skills are
optimized or not. It will
automate them either way.”
- Jonathan Block, Vice President, SiriusDecisions
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12. #TransformTriad #1Funnel

13. #TransformTriad

14. 1. Strategic Disconnects
90% of global companies surveyed had detailed strategic plans with specific
performance targets; seven out of eight failed to execute on those plans.
- Harvard Business Review, March 2006
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15. 2. Conflicting Points Of View
How do you define a “qualified lead?” Ask five people, get six different answers...
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16. 3. Organizational Resistance:
The three biggest causes of failed business change projects were people problems
– not technology or process problems.
-IBM Global Business Services Strategy & Change Practice, October 2008
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17. 4. All-Or-Nothing Project Design
“Big monolithic project syndrome”: Staking everything on total success...or total
failure.
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18. 5. Crises Of Confidence
75% of IT executives say their projects are either always or usually “doomed from
the start,” and 27% say they always feel this way.
- Geneca, LLC research, May 2012
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19. A Blueprint For Transformative IT Change
What Questions To Ask
Creating A Timeline For Change
Key Points Of Failure – And How To Avoid Them
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20. 360 Business Process
POV
Strategic Road Map
and Alignment
Managing the Human
Elements
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21. #TransformTriad #1Funnel

22. Building A 360 Degree POV: The Sales Organization
Understanding Sales Operations:
 How well does the current sales process enable the functional requirements of your role?
 How well does SFDC enable or limit the current sales process?
 How well do existing Lead Stages map to reality of customer purchasing behavior?
 Are Lead Stages defined and aligned across the organization?
 Are the criteria for promotion of a Lead through stages defined?
 What are the most common reasons for Leads “going dark?”
 What is the current process for handling this type of Lead? Can it be improved? Can Marketing help?
Understanding Sales & Marketing Alignment:
 What are the best demographic/profile characteristics of a qualified lead?
 What is the perception around types of “digital behavior” that define qualified leads?
 What is your perception of the volume of leads delivered by Marketing?
 What is your perception of the quality of leads delivered by Marketing?
 What is the overall responsiveness of Sales with leads created by Marketing?
 What is understood at the general response time to leads created by Marketing?
 What are the rules for rejection or disqualification of leads?
 What are the processes in place for handling rejected or disqualified leads?
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23. Building A 360 Degree POV: The Marketing Organization
Understanding Marketing Strategy:
 What are the most successful elements of your current marketing mix?
 What are the least successful elements?
What are the most useful Sales support tools?
Where are the biggest untapped opportunities for Marketing?
Who are the leads generated by Marketing usually sent to?
What is your top source of leads that end up qualifying?
What are the best demographic/profile characteristics of a qualified lead?
Understanding Sales & Marketing Alignment:
 What is your perception of volume of leads delivered by Marketing?
What is your perception of quality of leads delivered by Marketing?
What is the top source of leads for sales people in your business unit?
Do you have visibility into what happens once leads are delivered?
What is the perception of Sales responsiveness to leads created by Marketing?
What is understood as the general response time to leads created by Marketing?
What are the definitions of leads or qualifying criteria for specific lead stages? MQL?
What are the rules for rejection or disqualification of leads?
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24. #TransformTriad

25. #TransformTriad

26. #TransformTriad

27. The Implementation Timeline: Scheduling For Success
FY11 FY12
Q4 Q1 Q2 Q3 Q4 Q1
Planning And Change Management
Governance
Phase 1
Initialization
• Marketing Phase 2
Automation
Configured Utilization
• Business Process • Integrate Marketing Automation, CRM Systems
Review • Custom On-Site Training Sessions
• Pilot Campaign • Email, Landing Page And Program Templates
• Data Audit/Normalization/Standardization Process
• Reporting Dashboards
• Content Audit/Mapping Phase 3
• Staging Environment For Online Assets
• Custom Sales/Partner Training Optimization
• Marketing Automation/Microsoft Outlook Integration • Lead Scoring
• Sales Pipeline Integration
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28. #TransformTriad

29. #TransformTriad #1Funnel

30. Questions
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