Improving sales alignment, lead management, and the Marketo setup, to generate more sales ready leads
EMEA received the ‘keys’ to Marketo from the US office, but was unable to leverage Marketo’s potential to boost the business in EMEA.
Archives: Chaploop
Chaploop™ > Operations > Leverage > Talent
Talent
Leveraging your staff is crucial for successfully adding business value from your marketing technology. Either by activating your staff after go-live to avoid falling into, what we call, the post-implementation blackhole. You also need to make sure to document your decisions, so you can build upon them in the future. A lot of companies train their staff at the time of implementation, but what about your future new staff? You need workinstructions, on-demand training materials and period recurring (onboarding) training. Preferably with in-company certification.
Secondly 50% of the business success comes from change management. So next to training you also have to think about other ways for your staff to adopt the new ways. And untill you have gained the minimum level of experience, you can build upon external experts to guide you through your journey of growth.
Need help enabling or activating your staff?
Let's discuss how our method can help you
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Karianne Myrvold - Marketing Manager Nordics
“Their knowledge and experience around marketing operations, automation and Marketo is nothing but impressive.”
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Fundamentals for getting digital transformation right
Walk through the fundamental principles of digital transformation which can be of benefit to your business and customers.
Marketing Automation Checklist
The end of year is around the corner! And it’s the time of year to clean everything up. to prepare for the next season. And of course to support sales with their final deals.
Need help enabling or activating your staff?
Let's discuss how our method can help you
Chaploop™ > Operations > Leverage > Engagement
Engagement
After you’ve implemented your new marketing technology, and related processes and migrated from our old ways, is when the real work starts. You can only grow when you built on top of previous successes and failures. A lot of companies fall into, in what we call, the post-implementation black hole. Everybody is worked so hard to go live, that they need a well deserved break. That’s when the momentum is lost and putting a new technology to use is getting in a free fall. You must embed your new ways of working in your organization. Have you thought about leaving and new staff? How will they be trained? What if you need to make changes in the future. Have you documented all the decisions behind the architecture?
How can you ensure you can leverage what you have deployed? We see four crucial elements to this. One of them is Engagement. Everything you do evolves around your (potential) customer. How can you optimaly leverage the engagement with them. Through nurturing, scoring, events, webinars, chat, feedback, or conversational marketing. How can you leverage learnings and best-practices with a center-of-excellence and templated campaigns?
Need our advice and/or guidance
for improving your engagement?
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Kurt Vanderhaegen - Sr. Marketing Manager at Trend Micro
"Due to improving our way of working, we more than doubled the amount of campaigns and the amount of new names generated, with the same team.”
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Conversational ABM with Drift and Marketo
This enables you to sync contact lists from Marketo with Drift to start personalized conversations with prospects regardless of where they are in the buying process.
Inbound: The truth about making nurturing and scoring work
Nurturing and lead scoring are at the heart of a successful content marketing strategy.
Planon's Road To Predictive Personalization
Learn how to mature to predictive personalization with Marketo. Planon presented their best-practices at our Marketo Tips Sessions in London.
Need our advice and/or guidance
for improving your engagement?
Chaploop™ > Operations > Deploy >Migration
Migration
People tend to forget that when you implement a new marketing technology, you often are migrating from a previous platform. Or at least from some kind of related technology that will sunset. You will have to migrate and transform data. You have to train staff and update processes and ways of working. Or in some scenario’s you’re refreshing and/or re-installing a marketing technology.
No matter the reason for migrating, you’ll be facing some challenges. Our learnings from several migration projects resulted in a method that takes several things into account (e.g. team activation, a scalable process for migrating campaigns, contacts, and data, but also keeping your business alive, whilst migrating).
Need our advice and/or guidance
for migrating your MarTech?
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Some customers we've helped with migrations
Louk Haarhuis, Product Owner at Essent
Essent Marketo Migration and data Cleaning Project:
"8 - Overall it went well. Thanks to all the effort of Katja Keesom."
"8 - Overall it went well. Thanks to all the effort of Katja Keesom."
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Essent, pressured by energy market forces, chose a direction that asked for specific marketing capabilities.
Essent selected Marketo and assembled an agile team, which learned on the job, alongside a Marketo professional.
Essent was able to execute its first campaigns during the first implementation sprints in the first few weeks.
Since the Marketo implementation, Chapman Bright has helped Essent with Marketo Engage related projects since 2017. E.g. Setting up multiple instances, data quality projects, integrations, campaigning, and migrations from old platforms.
Enabling relevant acquisition and retention campaigns in the B2B energy market with Marketo
Read about challenges and solutions in multiple (Marketo) projects.
Need our advice and/or guidance
for migrating your MarTech?
Chaploop™ > Operations > Deploy > Implementation
Implementation
You’ve worked out your hypothesis for growth, you’ve prepared (e.g. pilot, business case), and you’re now ready to implement. This phase seems like the main part of your journey to business growth. However it’s just one of the phases. After implementation you have to spend an equal amount of effort in leveraging your new MarTech.
It’s not just implementing your new marketing technology (e.g. Adobe Marketo Engage), but it’s likely also about migrating from an old platform. This also requires to take good care of your data, building sustainable skills in your team and possible integrations (e.g. CRM, Sales Enablement, or Marketo Addons).
Need our advice and/or guidance
for implementing your MarTech?
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Kim Terpstra, Product Owner at Essent
"Working alongside Chapman Bright, we managed to go live with custom integrations in just a few weeks. Including several successful campaigns. Since then it’s been a pleasure working together on several other Marketo related projects."
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The Effort To Implement Marketing Automation
#MarTechFriday 002 - What does it take to implement marketing automation? A question I tend to get a lot. I try to compare it to the question: "What does it take to build a building?". A garagebox is very different than a sky scraper. And so are the different marketing automation platforms, such as Marketo.
Enabling relevant acquisition and retention campaigns in the B2B energy market with Marketo
Read about challenges and solutions in multiple (Marketo) projects.
Agile marketing automation is a great idea for continious implementation
Agile marketing automation is the combination of agile project delivery methodologies and marketing automation. But why is this combination so great?
Need our advice and/or guidance
for implementing your MarTech?
Chaploop™ > Strategy > Prepare > Projects
Projects
After your hypothesis, you worked out the business case and pilot definition. But before you implement, you must take a step back and properly define the project. The better your prepare, the more likely you’ll succeed!
How to write a project initiation document (PID), if you have never implemented similar MarTech before? How can you avoid common pitfalls and how can you ensure to leverage the latest best-practices? Which disciplines and experts should be included in your project teams? Answer these and many other preparation questions, before you start your implementation phase.
Want to leverage our best-practices
for your MarTech projects?
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Kim Terpstra - Product Owner - Essent
"Working alongside Chapman Bright, we managed to go live with custom integrations in just a few weeks. Including several successful campaigns. Since then it’s been a pleasure working together on several other Marketo related projects."
Related resources
Expand your knowledge
Enabling relevant acquisition and retention campaigns in the B2B energy market with Marketo
Read about challenges and solutions in multiple (Marketo) projects.
Agile marketing automation is a great idea for continious implementation
Agile marketing automation is the combination of agile project delivery methodologies and marketing automation. But why is this combination so great?
The Effort To Implement Marketing Automation
#MarTechFriday 002 - What does it take to implement marketing automation? A question I tend to get a lot. I try to compare it to the question: "What does it take to build a building?". A garagebox is very different than a sky scraper. And so are the different marketing automation platforms, such as Marketo.
Want to leverage our best-practices
for your MarTech projects?
Chaploop™ > Strategy > Prepare > Pilots
Pilots
Try, try, try! When you take more steps than you fall, you’re moving forwards. You’re innovating. Though you should minimize the times you fail to innovate faster. But not taking any steps at all will prevent you from innovating. Accept failure and try. That’s why pilots are so important for innovation and creating business value. Implement at a small scale with limited resources and learn. Then scale those pilots that work and are promissing.
The outcome of a pilot is as good as it’s preperation. Successful pilot comes from standarization and a structured approach. Leverage your best-practice pilot templates for repeatable success.
Thinking about a MarTech pilot?
Want to leverage our best-practices?
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Pieter van Ouwerkerk - Marketing Director - DHL Express
“Chapman Bright provides us with strong support through combining their deep Marketo experience with effective pilot project management to deliver business value creation with marketing technology.”
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The executive business case for Marketo
Bulldog Solutions reports, companies investing in marketing automation solutions realize a 70% faster sales cycle and 54% improvement in quota achievement. Companies that adopt Marketo realize all of these benefits and more.
Marketing Technology Landscape Supergraphic (2020): Martech 5000 — really 8,000, but who’s counting?
Yes, it grew once again, by 13.6%, up to a total of 8,000 martech solutions.
Co-creating the business case for marketing automation for the investor board
Preparing the marketing automation business case for a complex international matrix organization as part of their digital change.
Thinking about a MarTech pilot?
Want to leverage our best-practices?
Chaploop™ > Strategy > Prepare > Business Case
Business Case
Marketers tend to surround themselves with the latest technologies and innovations. It’s easy for them to fall into a trap of constantly implementing new technologies without proper business case justification.
Every Chaploop starts with a hypotheses for growth. A mini-case is worked out and a pilot is started. Tools are semi-implemented, leveraged, and then assessed for their contribution in business value. Those ideas that work and create value are scaled up. But not before another round of creating the new and bigger business case. After which a more scalable implementation follows, tools are being levered. And again and again validated for contributing to business value creation.
Want to ensure achieving your business case?
Or need help to define your business case?
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Explore some of the services we offerMaintenance, Support & Training
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Eoin Johnson - Marketing Program Manager
“Working with Chapman Bright helped us get our Marketing Automation project off the ground. Their vital and actionable insights were crucial to our business case and project plan.”
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Co-creating the business case for marketing automation for the investor board
Preparing the marketing automation business case for a complex international matrix organization as part of their digital change.
The Impact of Marketing Automation on Business Growth
Marketing automation pursues a better, faster and automated marketing and sales process, which eventually increases business growth. So, what is it exactly in marketing automation that helps grow your business?
The executive business case for Marketo
Bulldog Solutions reports, companies investing in marketing automation solutions realize a 70% faster sales cycle and 54% improvement in quota achievement. Companies that adopt Marketo realize all of these benefits and more.
Want to ensure achieving your business case?
Or need help to define your business case?
Chaploop™ > Strategy > Marketing & Sales Strategy > Sales Alignment
Sales Alignment
Sales and marketing way to often find themselves being the stereo types they are. Sales is traditional and has no need or desire to chance. Marketing is enthusiastic and eager to change and leverage new technologies. In many occasions marketing pushes digital change without or with minimal imvolvement from sales. This is not ideal, but better than doing nothing, as digital change is neccesary, even when sales doesn’t realize it. The wolrd is changing into a place where you constantly need to adapt to changing digital environments and buying behavior.
Aligning marketing and sales is mission critical in this new world. Marketing technology and sales technology can ease the bridge, but is not the solution. Though sales enablement tools do often result in the small successes that graduately builds trust between both disciplines.
Want to leverage our best-practices
for sales enablement and sales alignment?
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Barry van Vliet - Marketing Manager Netherlands
“Cleaning up lost/unassigned/false MQLs and revamping the local lead management and sales processes contributed in better leads for sales.”
Related resources
Expand your knowledge
Improving sales alignment, lead management, and the Marketo setup, to generate more sales ready leads
EMEA received the ‘keys’ to Marketo from the US office, but was unable to leverage Marketo’s potential to boost the business in EMEA.
Marketing Automation Day Stockholm
Access the interview for marketing automation day. And access the slides Diederik presentated in Stockholm, Sweden.
How sales alignment can accelerate digital growth
More details on an anecdote Diederik shared during his presentation at the MGM Grand in Las Vegas at the Marketing Nation Summit.
Want to leverage our best-practices
for sales enablement and sales alignment?
Chaploop™ > Strategy > Marketing & Sales Strategy > Organization Design
Organization design
How do you design your company’s organization for repeatable and scalable success? And how to align your marketing and sales? What are the considerations for organizing centralized, decentralized, or hybrid? It all depends on politics or where the talent is at your company.
70% of digital transformations do not reach the desired results. Companies fail to understand the difference between ‘change’ and ‘transformation’. And companies often fail into the toolbox trap. Implementing new technology, combined with user training, is not sufficient. You must organize for success and leverage best-practices.
Rui Rodrigues - CIO & Global Information Systems Director - Bial
“Having Chapman Bright’s guidance and support to design and plan our commercial digital transformation was a game changer.“
Want to leverage best-practices
for organizational design
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Rob Tersteeg - VP Global Sales Operations
“Constant innovation, alignment, and best-practices resulted in a state-of-the-art marketing- and sales engine to enable the business to perform at their top-best.”
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Leveraging marketing automation success management learnings to the whole group
With frequent acquisitions it’s important for Dassault Systèmes to provide new business entities with a state-of-the-art marketing engagement platform.
Marketing operations questions for 2020
What’s on the horizon for marketing operations and marketing automation?
Gaining momentum in commercial digital transformation in Pharma
What can be leveraged and done to get digital transformation done?
Ricardo Oliveira - Global Marketing Manager at Bial
“The project was implemented according with the plan; good flexibility and capacity to adjust to client's insights; deep understanding of client's idiosyncrasies.”
Want to design for succes?
Leverage our best-practices
Chaploop™ > Strategy > Discover > Assessments
Assessments
We found out that acceleration and repeatable growth through marketing and sales typically starts with a hypothesis. This could be a simple idea, such as the hypothesis that cold calling leads or calling leads with low quality by your inside sales is too costly. And that calling warm, more nurtured leads, could reduce the cost of customer acquisition (and improve employee satisfaction of inside sales representatives).
Discovering your growth potential starts with an assessment. Interviewing stakeholders from different parts of the business to discover the different hypotheses for growth and improvement. Plot and prioritize the ideas, based on effort and impact. Then work your way around the loop. First as a small pilot, and then scale those ideas that work.
<< Back to the Chaploop™ Overview
Back to Discover
Want us to assess your growth potential?
Maybe we can help you
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Wouter Hartman - Head of Marketing Excellence at Staples
“By means of in-depth interviews and workshops we mapped the IT landscape and defined the Marketing Automation Roadmap. Their deep experience and expertise resulted in finding several high value use cases (e.g. Improve call-to-deal-ratio with better quality leads).”
Related resources
Expand your knowledge
Co-creating the business case for marketing automation for the investor board
Preparing the marketing automation business case for a complex international matrix organization as part of their digital change.
Fundamentals for getting digital transformation right
Walk through the fundamental principles of digital transformation which can be of benefit to your business and customers.
Recession Proof: Digitally Beat Your Competition
These are strange times and you've probably been buried with ideas on how to double up on digital. But chances are likely we could head for a global recession. Which smart actions can you take right now to prepare and to actually grow?