a_marketing_operations_approach_to_customer_reference_management
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Gary Katz |Founder, Marketing Operations Partners Leads first ready-to-go COO and change management team for
the marketing department
Also CEO & Founder of CommPros Group, Inc.
20+ years experience leading corporate marketing, marcom, PR, IR, lead conversion, & change management
Certified Strategic Planning Process Facilitator
BMA National Board and Thought Leadership Committee member
Teaches 1st course on Marketing Operations at UCSC Extension
MS in Organization Development, BA in Public Relations
© Marketing Operations Partners, 2009
Joshua Horwitz | Founder, Boulder LogicFounder of Boulder Logic, a software firm specializing in
Customer Reference Management.
Over 15 years as a technology executive with roles in Program Management, Sales and Marketing. MBA from Babson Graduate School of Business.
Instrumental in the Customer Reference programs at leading firms including: Siemens, Microsoft, Lenovo, ADP, and NetApp.
What is Marketing Operations?
A systematic end-to-end operational discipline to:•Drive efficiency, consistency, alignment, accountability•Replicate best practices•Build a foundation for Marketing Excellence
A holistic framework to apply processes, technology, guidance and metrics to run Marketing as a:•Profit/value center
•Growth driver
•Change catalyst
•Fully-accountable business
©2009 Marketing Operations Partners
© Marketing Operations Partners, 2009
Marketing Operations: Sphere of Influence
MetricsProcessGuidance
Infrastructure Management
Technology
Strategy
Ecosystem Alignment
© Marketing Operations Partners, 2009
MO Best Practice Framework
What is Customer Reference Management?
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What is it? Tools and process for promoting and
managing how customers participate in the sales and marketing process.
Why is it important? “If you have a customer who is on the
fence about purchasing your product or services, there is nothing as effective as a customer reference to push them to act.” – Gartner Analyst
Managing the Customer Reference Universe
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Where is the financial impact of customer reference management?
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Revenue Increase
Expense Decrease
Added Profit
3 to 5% increase in deals closed
~4 hours sales productivity lost per reference
Why is the mindset of marketing operations important to customer reference management?
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How should marketing operations be applied to customer references?
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How does technology play a role in bringing marketing operations to customer references management?
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What are the challenges you are likely to face when getting started?
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What elements are critical to the success of this approach?
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What are the results you should expect to see when done right?
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Business Impact
• Establish market credibility• Increase close rate• Shorten sales cycles
• More references available• No customer burnout• Proactive part of sales & mkt
What questions do you have?
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For more info on Marketing Operations Partners:Phone: 408-243-7881E-mail: [email protected]: www.mopartners.comBlog: mopartners.typepad.com
For more info on Boulder Logic:Phone: 800.715.1910 x101Email: [email protected] Website: www.boulderlogic.comBlog: www.referencesuccess.com