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Account-Based
Marketing and
Customer Experience
Programs of the Year
Lisa Nakano
Research Director
14 May 2015
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 2
ABM and Experience Programs Put the Pedal to the Metal
This year, account-based marketing and customer experience
programs matured, accelerated and realized significant results.
© 2015 SiriusDecisions. All Rights Reserved 3
Executive Summary
•  Key issues
•  There is so much talk of customer experience and account-based marketing, it can
be hard to see what’s really working
•  Winning customer experience programs show how the right elements combine to
deliver business impact and create advocates
•  The best account-based marketing programs show continued evolution of discipline
in all forms, and a positive impact on sales and marketing alignment
•  What you will walk away with
•  Examples of strong programs, including measurement, management and alignment
•  Unique insights into approaches that leading teams use to deliver impact
•  Inspiration for building a best-in-class program in your business
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 4
Programs of the Year Recognition Categories
Programs of the Year evaluations focused on five primary categories
within customer experience and account-based marketing.
Infrastructure,
processes and
reporting to
align and
differentiate
ABM:
Industry
Building
engagement,
insights and
loyalty to drive
business results
Customer
Experience
Strategy and
Delivery
Identifying and
cultivating
customers
willing to share
their
experiences
Customer
Advocacy
Leveraging
resources for
maximum
impact and
alignment
ABM:
Large Account
Deploying
technology and
process to
deliver ABM at
scale
ABM:
Named
© 2015 SiriusDecisions. All Rights Reserved 5
Polling Question
•  Which category of ABM/customer experience is your organization
most focused on this year?
•  Large account
•  Named account
•  Industry
•  Customer experience strategy
•  Customer advocacy
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 6
ABM Named-Account Winner: SAP
SAP is an award winner for organizing and formalizing its account-
based efforts to consistently deliver opportunities, contacts, pipeline and revenue.
•  Single source of ABM
truth: Trained team
on best practices and
internal resources
•  Sales and marketing
aligned to common
opportunity
objectives
Custom Web sites
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 7
How SAP Delivered Results With ABM
The ABM team aligned sales and marketing with training, SMART
goals and specific engagement tactics to drive programs that gained traction.
•  ABM is strategic to
revenue goal
attainment
•  Program actions
drive sustainable
account growth,
accelerate pipeline,
and cultivate strong
customer
relationships
Engagement Timeline and Milestone Map
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 8
SAP ABM Impact
ABM programs increased customer engagement and improved
relationships with sales, which led to positive impact in key categories.
89%
Our ABM
practitioner is
awesome. She is
thoughtful and
provides
strategic impact
at the account
level. She is
looked at as part
of the team.”
Marketing pipeline touched:
•  $209MM touched
•  $27.6MM closed
 
Marketing-progressed pipeline:
•  $57MM progressed
•  $30.3MM closed
 
ABM opportunities created:
•  49 opps for $27MM closed
1,200 new line-of-business
contacts
Internal Sales Feedback:
89% said they would
recommend ABM to
colleagues
84% said ABM program
helped uncover new
opportunities
89% said ABM marketer
provides innovative ideas
and tactics
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 9
ABM Large-Account Winner: Xerox
Xerox is a winner for making ABM part of its go-to-market strategy by
engaging with country leaders, enabling field marketers and delivering results.
•  Enabled local
marketers to deploy
new marketing
approach in country-
specific context
•  Used outside
expertise to follow
best practices and
speed time to value
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 10
How Xerox Delivered Results With ABM
Treating individual accounts as markets in their own right made it
possible to create and deploy customized and impactful marketing support.
Account Selection Worksheet Tactic Selection and Planning•  Certified six
marketers in seven
countries in best
practices that were
applied to eight
strategic accounts
•  Budget incentives
used to accelerate
adoption of ABM
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 11
Xerox ABM Impact
Documented success with new pipeline in target accounts enabled
expansion of staff and geographic coverage for ABM, as well as a promising global future.
ABM gives the
opportunity to
feed the client
with targeted
information of
Xerox capabilities,
market trends
and to increase
the awareness of
the “new” Xerox.”
Results:
•  Pipeline: 13 new
opportunities in
target accounts
•  Program
expansion: Added
two countries and
doubled staff
$35MM Pipeline
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 12
ABM Industry Winner: Medidata
Medidata is a winner for aligning the buyer’s journey, relevant
personas, a technology platform and relationship indices to maximize engagement.
•  Repositioning of
marketing from
“makers of pretty
things” to accountable
for closing business
•  Data science approach
with analytics and
alert engine delivers
target account insights
for smart action
planning
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 13
How Medidata Delivered Results With ABM
A joint sales and marketing commitment aligned communications
and customer empathy to deliver targeted planning, execution and measurement.
•  Strategic account
governance installed to
create an environment
of mutual
understanding and joint
innovation
•  Mechanisms put in place
for defined escalation to
drive superior customer
experience
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 14
As a salesperson,
this is exactly what
I would hope for
from ABM −
another avenue to
meet and develop
relationships with
people as
customers and
prospects.”
Medidata ABM Impact
Progress was beyond expectations and has fueled expansion of the
team and budget, along with improved insights and key account engagement.
210% increase in
marketing inquiries
from target accounts
159% increase
in marketing sourced
pipeline from target
accounts
714% increase in
senior executive
engagement in
target accounts
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 15
Customer Experience Winner: Imprivata
Imprivata is a winner for its coordinated, proactive engagement that
delivers a signature customer experience to ensure maximum retention.
More than
1,100
healthcare
organizations
21
countries
More than
3 million
licensed users
More than
375
employees
•  Goal to “never
lose a customer”
sought to
improve an
already excellent
retention rate
•  Defining a three-
year vision and
charter maintains
focus on critical
execution areas
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 16
How Imprivata Delivered Results
Goals and tactics for post-sale support were designed to support
customer engagement over revenue incentives, ensuring focus on retention strategy.
•  Brought in a
change agent
and re-
engineered the
entire post-sale
experience
•  Created
customer
advocate
organization
Ensure customers
are using at least 80
percent of their
licenses
Product Utilization
Achieve a Net
Promoter Score of
30 from CIOs and
CMIOs in 80 percent
of assigned
accounts
Customer
Loyalty
Create a CIO and/or
director-level
relationship with
assigned accounts
Customer
Relationships
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 17
Imprivata Customer Experience Impact
Across-the-board improvement in key measures of customer growth
and loyalty validate the financial impact of Imprivata’s experience improvements.
Revenue
and Margin
Services $10.6MM
76% increase from 2013
Maint. & Renewals $34MM
31% Increase from 2013
Retention
97% Customer Retention
NA NPS = 35
52% increase from October 2013
LoyaltySatisfaction
Services Project Survey
Average 9.4 out of 10
Customer Support Survey
Average 9.0 out of 10
Consistent service
delivery, engaged
technical support,
and willingness
to not only listen
to our feedback,
but also to
incorporate it.”
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 18
Customer Advocacy Winner: Citrix
Citrix is a winner for evolving its advocacy efforts to make strategic
contributions to high-value customer relationships.
•  Increased
external executive
engagement and
internal executive
visibility
•  Delivered
proactive outreach
to customers in
partnership with
the account team
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 19
How Citrix Delivered Results
A purposefully designed and structured global approach to
engagement, reinforced by relevant proof points, delivers results.
•  Design Thinking
Approach yielded
four innovation
focus areas
•  Created team
structure to
resource new
content,
engagement and
delivery approaches
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 20
Citrix Customer Advocacy Impact
The customer advocacy team’s progress from good to great has
resulted in significant year-over-year improvements in utilization and pipeline impact.
2013 2014
Marketing 201 470
Sales 197 494
Total
References
Utilized
323 646
2013 2014
Total Pipeline $308,631,082 $334,863,027
Revenue
Closed
$125,371,042 $209,371,042
Totals 466 won deals
1,221 pipeline
1,283 won deals
1,128 pipeline
Nothing
sells better
than
customers
selling to
other
customers.”
© 2015 SiriusDecisions. All Rights Reserved 21
Action
Items
•  Account-based marketing
•  Focus efforts on the right accounts and ensure marketers
get the skills they need to do something new
•  Measure readiness, activity and output to show progress,
then pipeline, revenue and relationship health as impact
•  Customer experience
•  Prioritize efforts against critical gaps and then focus on
delivering competitive advantage via better experience
•  Take “before” baseline of results in key areas to track
improvement and value of experience investments
•  Customer marketing/advocacy
•  Define the complete ecosystem of customer marketing
and advocacy efforts, then align them to needs and goals
•  Measure impact of efforts based on both buying cycle and
customer lifecycle influence categories
© 2015 SiriusDecisions. All Rights Reserved 22
Recommended
Research
•  Account-Based Marketing: Four Strategy Options
•  The SiriusDecisions Account-Based Marketing Maturity
Model
•  Core Strategy Report: Account-Based Marketing Toolkit
•  First 90 Days: Large Account Marketing Leader
•  Measuring the Impact of Account-Based Marketing
•  The B-to-B Customer Experience Function
•  Core Strategy Report: Customer Experience Mapping Basic
Components
•  The SiriusDecisions Customer Experience Maturity Model
•  The SiriusDecisions Customer Marketing Maturity Model
•  First 90 Days: Customer Marketing Leader
•  The Pulse: The State of B-to-B Customer Advocacy and
Reference Programs

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Account based-marketing-and-customer-experience-programs-of-the-year

  • 1. Account-Based Marketing and Customer Experience Programs of the Year Lisa Nakano Research Director 14 May 2015
  • 2. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 2 ABM and Experience Programs Put the Pedal to the Metal This year, account-based marketing and customer experience programs matured, accelerated and realized significant results.
  • 3. © 2015 SiriusDecisions. All Rights Reserved 3 Executive Summary •  Key issues •  There is so much talk of customer experience and account-based marketing, it can be hard to see what’s really working •  Winning customer experience programs show how the right elements combine to deliver business impact and create advocates •  The best account-based marketing programs show continued evolution of discipline in all forms, and a positive impact on sales and marketing alignment •  What you will walk away with •  Examples of strong programs, including measurement, management and alignment •  Unique insights into approaches that leading teams use to deliver impact •  Inspiration for building a best-in-class program in your business
  • 4. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 4 Programs of the Year Recognition Categories Programs of the Year evaluations focused on five primary categories within customer experience and account-based marketing. Infrastructure, processes and reporting to align and differentiate ABM: Industry Building engagement, insights and loyalty to drive business results Customer Experience Strategy and Delivery Identifying and cultivating customers willing to share their experiences Customer Advocacy Leveraging resources for maximum impact and alignment ABM: Large Account Deploying technology and process to deliver ABM at scale ABM: Named
  • 5. © 2015 SiriusDecisions. All Rights Reserved 5 Polling Question •  Which category of ABM/customer experience is your organization most focused on this year? •  Large account •  Named account •  Industry •  Customer experience strategy •  Customer advocacy
  • 6. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 6 ABM Named-Account Winner: SAP SAP is an award winner for organizing and formalizing its account- based efforts to consistently deliver opportunities, contacts, pipeline and revenue. •  Single source of ABM truth: Trained team on best practices and internal resources •  Sales and marketing aligned to common opportunity objectives Custom Web sites
  • 7. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 7 How SAP Delivered Results With ABM The ABM team aligned sales and marketing with training, SMART goals and specific engagement tactics to drive programs that gained traction. •  ABM is strategic to revenue goal attainment •  Program actions drive sustainable account growth, accelerate pipeline, and cultivate strong customer relationships Engagement Timeline and Milestone Map
  • 8. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 8 SAP ABM Impact ABM programs increased customer engagement and improved relationships with sales, which led to positive impact in key categories. 89% Our ABM practitioner is awesome. She is thoughtful and provides strategic impact at the account level. She is looked at as part of the team.” Marketing pipeline touched: •  $209MM touched •  $27.6MM closed   Marketing-progressed pipeline: •  $57MM progressed •  $30.3MM closed   ABM opportunities created: •  49 opps for $27MM closed 1,200 new line-of-business contacts Internal Sales Feedback: 89% said they would recommend ABM to colleagues 84% said ABM program helped uncover new opportunities 89% said ABM marketer provides innovative ideas and tactics
  • 9. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 9 ABM Large-Account Winner: Xerox Xerox is a winner for making ABM part of its go-to-market strategy by engaging with country leaders, enabling field marketers and delivering results. •  Enabled local marketers to deploy new marketing approach in country- specific context •  Used outside expertise to follow best practices and speed time to value
  • 10. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 10 How Xerox Delivered Results With ABM Treating individual accounts as markets in their own right made it possible to create and deploy customized and impactful marketing support. Account Selection Worksheet Tactic Selection and Planning•  Certified six marketers in seven countries in best practices that were applied to eight strategic accounts •  Budget incentives used to accelerate adoption of ABM
  • 11. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 11 Xerox ABM Impact Documented success with new pipeline in target accounts enabled expansion of staff and geographic coverage for ABM, as well as a promising global future. ABM gives the opportunity to feed the client with targeted information of Xerox capabilities, market trends and to increase the awareness of the “new” Xerox.” Results: •  Pipeline: 13 new opportunities in target accounts •  Program expansion: Added two countries and doubled staff $35MM Pipeline
  • 12. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 12 ABM Industry Winner: Medidata Medidata is a winner for aligning the buyer’s journey, relevant personas, a technology platform and relationship indices to maximize engagement. •  Repositioning of marketing from “makers of pretty things” to accountable for closing business •  Data science approach with analytics and alert engine delivers target account insights for smart action planning
  • 13. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 13 How Medidata Delivered Results With ABM A joint sales and marketing commitment aligned communications and customer empathy to deliver targeted planning, execution and measurement. •  Strategic account governance installed to create an environment of mutual understanding and joint innovation •  Mechanisms put in place for defined escalation to drive superior customer experience
  • 14. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 14 As a salesperson, this is exactly what I would hope for from ABM − another avenue to meet and develop relationships with people as customers and prospects.” Medidata ABM Impact Progress was beyond expectations and has fueled expansion of the team and budget, along with improved insights and key account engagement. 210% increase in marketing inquiries from target accounts 159% increase in marketing sourced pipeline from target accounts 714% increase in senior executive engagement in target accounts
  • 15. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 15 Customer Experience Winner: Imprivata Imprivata is a winner for its coordinated, proactive engagement that delivers a signature customer experience to ensure maximum retention. More than 1,100 healthcare organizations 21 countries More than 3 million licensed users More than 375 employees •  Goal to “never lose a customer” sought to improve an already excellent retention rate •  Defining a three- year vision and charter maintains focus on critical execution areas
  • 16. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 16 How Imprivata Delivered Results Goals and tactics for post-sale support were designed to support customer engagement over revenue incentives, ensuring focus on retention strategy. •  Brought in a change agent and re- engineered the entire post-sale experience •  Created customer advocate organization Ensure customers are using at least 80 percent of their licenses Product Utilization Achieve a Net Promoter Score of 30 from CIOs and CMIOs in 80 percent of assigned accounts Customer Loyalty Create a CIO and/or director-level relationship with assigned accounts Customer Relationships
  • 17. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 17 Imprivata Customer Experience Impact Across-the-board improvement in key measures of customer growth and loyalty validate the financial impact of Imprivata’s experience improvements. Revenue and Margin Services $10.6MM 76% increase from 2013 Maint. & Renewals $34MM 31% Increase from 2013 Retention 97% Customer Retention NA NPS = 35 52% increase from October 2013 LoyaltySatisfaction Services Project Survey Average 9.4 out of 10 Customer Support Survey Average 9.0 out of 10 Consistent service delivery, engaged technical support, and willingness to not only listen to our feedback, but also to incorporate it.”
  • 18. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 18 Customer Advocacy Winner: Citrix Citrix is a winner for evolving its advocacy efforts to make strategic contributions to high-value customer relationships. •  Increased external executive engagement and internal executive visibility •  Delivered proactive outreach to customers in partnership with the account team
  • 19. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 19 How Citrix Delivered Results A purposefully designed and structured global approach to engagement, reinforced by relevant proof points, delivers results. •  Design Thinking Approach yielded four innovation focus areas •  Created team structure to resource new content, engagement and delivery approaches
  • 20. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 20 Citrix Customer Advocacy Impact The customer advocacy team’s progress from good to great has resulted in significant year-over-year improvements in utilization and pipeline impact. 2013 2014 Marketing 201 470 Sales 197 494 Total References Utilized 323 646 2013 2014 Total Pipeline $308,631,082 $334,863,027 Revenue Closed $125,371,042 $209,371,042 Totals 466 won deals 1,221 pipeline 1,283 won deals 1,128 pipeline Nothing sells better than customers selling to other customers.”
  • 21. © 2015 SiriusDecisions. All Rights Reserved 21 Action Items •  Account-based marketing •  Focus efforts on the right accounts and ensure marketers get the skills they need to do something new •  Measure readiness, activity and output to show progress, then pipeline, revenue and relationship health as impact •  Customer experience •  Prioritize efforts against critical gaps and then focus on delivering competitive advantage via better experience •  Take “before” baseline of results in key areas to track improvement and value of experience investments •  Customer marketing/advocacy •  Define the complete ecosystem of customer marketing and advocacy efforts, then align them to needs and goals •  Measure impact of efforts based on both buying cycle and customer lifecycle influence categories
  • 22. © 2015 SiriusDecisions. All Rights Reserved 22 Recommended Research •  Account-Based Marketing: Four Strategy Options •  The SiriusDecisions Account-Based Marketing Maturity Model •  Core Strategy Report: Account-Based Marketing Toolkit •  First 90 Days: Large Account Marketing Leader •  Measuring the Impact of Account-Based Marketing •  The B-to-B Customer Experience Function •  Core Strategy Report: Customer Experience Mapping Basic Components •  The SiriusDecisions Customer Experience Maturity Model •  The SiriusDecisions Customer Marketing Maturity Model •  First 90 Days: Customer Marketing Leader •  The Pulse: The State of B-to-B Customer Advocacy and Reference Programs