HOW TO CUT THROUGH COMPETITORS' CLAIMS WITH CUSTOMER REFERENCES AND ADVOCACY

Transcription

1 HOW TO CUT THROUGH COMPETITORS' CLAIMS WITH CUSTOMER REFERENCES AND ADVOCACY 1

2 TODAY S SPEAKERS Chris Newton VP, Business Development Tony DeLollis CTO Jenny Berthiaume Director, Customer Culture 2

3 HOUSEKEEPING Q&A panel on your right Recording for those who couldn t make it All attendees will receive slides Twitter hashtags #advocatemktg #salesenablement 3

4 WHAT WE LL COVER Why references matter Getting the right references Keeping references engaged Best practices spotlight Oracle Marketing Cloud Solution overview Q&A 4

5 WHY REFERENCES MATTER 5 5

6 COMPETITORS FIGHT HARD 6

7 WE VE GOT Trust Issues 7

8 COMPETITOR KRYPTONITE References help you win; Advocates get you on the shortlist - Peter O Neill Forrester Research 8

9 BUYERS BUY NO MORE SELLERS 9

10 MAXIMIZE THE REFERENCE Leverage Advocates and References Right Voice, Right Time Track ROI, Track Conversions The delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward. 10 Source: CSO Insights

11 GOOD REFERENCE BEST ASSET 11

12 REFERENCES IMPACT REVENUE First part of 2014: $96 Million at Fortune 500 Security Hardware company $28.7 Million & 239 deals at rapidly growing Communications company $550K & 35 deals at mid-sized Medical Software company 12

13 CSO INSIGHTS DATA 13

14 GETTING THE RIGHT REFERENCES 14

15 MANY OPPORTUNITIES TO ASK 15

16 BEST PRACTICES TO DEVELOP Human in the loop Protect the Reference Don t waste on a mismatch Manage your process Channel enthusiasm Lead into the reference Tie references to revenue! 16

17 MATCHING REFERENCES DEAL BY DEAL Days or hours? Old school reference? Real-time advocate? Tags and categories: CRM, MA Pre-match your references Industry, deal size, geo, etc Personality, role, title, status 17

18 KEEPING REFERENCES ENGAGED 18

19 RELATIONSHIPS MATTER 19

20 A LITTLE THANK YOU HELPS 20

21 BEST ARE THINGS THEY CAN T BUY Access Part of the Team Recognition 21

22 BEST PRACTICES SPOTLIGHT 22

23 Foundation of a Customer Advocate Program 1. Authentic, distinctive, and valuable 2. Thoughtful and proactive in serving customer interests 3. Educate, inspire, and celebrate Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 23

24 An Advocate Program fuels advocacy across the entire organization and into the marketplace Connections Educator Sales Reference Lead User Group Community Mentor CUSTOMER Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 24

25 Oracle Marketing Cloud Advocate Marketing Toolbox Activate & Mobilize Advocates Identify & Manage Advocates Influitive (AdvocateHQ) External Advocate platform Centralized portal to serve, nurture, mobilize, and reward Advocates RO Innovation (Customer Knowledge Base) Internal customer intelligence & reference management tool Holistic view on customer engagement, status, collateral & content, and history Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 25

26 SOLUTION OVERVIEW 26

27 INFLUITIVE ADVOCATEHUB RO INNOVATION ADVOCATE ENGAGEMENT REFERENCE ASSET MANAGEMENT Discover Align with Opportunity Mobilize Content Sharing Recognize Tracking 27

28 CREATE REFERENCE ASSETS 28

29 DELIVER A REFERENCE CALL 29

30 SALES ASKS FOR HELP 30

31 MARKETING SERVICES THE REQUEST 31

32 REQUEST A REFERENCE CHALLENGE 32

33 PUBLISH THE REFERENCE CHALLENGE 33

34 ADVOCATE AGREES TO BE REFERENCE 34

35 SALES HAS THEIR REFERENCE 35

36 ADVOCATE RECEIVES REWARD 36

37 UP YOUR REFERENCE GAME IN

38 QUESTIONS? Chris Newton VP, Business Development Tony DeLollis CTO Jenny Berthiaume Director, Customer Culture 38

39 WANT TO LEARN MORE? 39