1. Barriers to Marketing Automation Success
Marketing Automation offers tremendous value to
organizations, but many that adopt MAP fail to
achieve its full potential.
• Why?
Organization: Lack of optimized organization structure
Usage: Not well established within the marketing org
Skills gap: Lack of knowledge how to leverage MAP
Limited focus: Hyper-focus on driving net new demand
vs. throughout the customer lifecycle
– Technology gap: Lack of integrated systems and future
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2. 12 Demand Management Competencies
GTM
Goals, Strategies, Pl
ans
1.
GTM Strategy & Goals: Direct,
channel, Target Account Mkting (ABM)
2. Strategic: Marketing, demand
management, content (including deep
customer insights)
3. Data and Database (what to collect)
4. Website: Microsites & Landing Pages
5. Inbound and Social Media and other
Lead Generation
6. Automated Lead Management:
Campaign design and execution
Tele-touch
7.
Tele-touch (qualify and nurture)
8. Sales and Marketing Alignment &
Integration
9. Content (fuel)
10. Metrics, Reporting and Analytics
(predictive)
11. Program and Operations Mgt.
12. Technology & Tools