the road to successful marketing operations by diederik martens
TRANSCRIPT
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The Road To Successful Marke2ng Opera2ons Diederik Martens, Global Marke2ng Opera2ons Manager, Quin2q (Dassault Systèmes) Marke2ng Technology Conference Europe, October 21st, 2015
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@DiederikMartens h;ps://nl.linkedin.com/in/diederikmartens
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The Road To Successful Marke2ng Opera2ons
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DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
![Page 5: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/5.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
![Page 6: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/6.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
![Page 7: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/7.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
![Page 8: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/8.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
![Page 9: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/9.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
![Page 10: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/10.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
![Page 11: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/11.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
![Page 12: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/12.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
AUG 2014 Increased lead nurture complexity.
3 FTE
![Page 13: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/13.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
AUG 2014 Increased lead nurture complexity.
3 FTE
OCT 2014 Scope for new lead mgt process
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DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
AUG 2014 Increased lead nurture complexity.
3 FTE
OCT 2014 Scope for new lead mgt process
DEC 2014 Plan to split MktOps and SalesOps
![Page 15: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/15.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
AUG 2014 Increased lead nurture complexity.
3 FTE
OCT 2014 Scope for new lead mgt process
DEC 2014 Plan to split MktOps and SalesOps
FEB 2015 New lead management process live
![Page 16: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/16.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
AUG 2014 Increased lead nurture complexity.
3 FTE
OCT 2014 Scope for new lead mgt process
DEC 2014 Plan to split MktOps and SalesOps
FEB 2015 New lead management process live
4 FTE
APR 2015 Advanced repor2ng requests
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DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
AUG 2014 Increased lead nurture complexity.
3 FTE
OCT 2014 Scope for new lead mgt process
DEC 2014 Plan to split MktOps and SalesOps
FEB 2015 New lead management process live
APR 2015 Advanced repor2ng requests
4 FTE 5 FTE
JUL 2015 Training, onboarding, cer2fica2on
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DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
AUG 2014 Increased lead nurture complexity.
3 FTE
OCT 2014 Scope for new lead mgt process
DEC 2014 Plan to split MktOps and SalesOps
FEB 2015 New lead management process live
APR 2015 Advanced repor2ng requests
4 FTE
JUL 2015 Training, onboarding, cer2fica2on
5 FTE
AUG 2015 Full-‐blown MktOps department
![Page 19: The Road to Successful Marketing Operations By Diederik Martens](https://reader033.vdocuments.site/reader033/viewer/2022042908/58f1e8191a28abd0228b4587/html5/thumbnails/19.jpg)
DEC 2012 First marke2ng automa2on specialist
1 FTE
Diederik Martens -‐ © 2015
0.1 FTE
FEB 2013 1st lead management process
MAY 2013 Rebranding + Every lead has unique nurture
1.6 FTE
OCT 2013 Sales alignment success with prospect portals
NOV 2013 Mul2lingual nurturing
JAN 2014 Joined the Sales Opera2ons team
MAR 2014 Growth due to marke2ng successes
2.6 FTE
MAY 2014 More alignment by involving sales in nurture
AUG 2014 Increased lead nurture complexity.
3 FTE
OCT 2014 Scope for new lead mgt process
DEC 2014 Plan to split MktOps and SalesOps
FEB 2015 New lead management process live
APR 2015 Advanced repor2ng requests
4 FTE
JUL 2015 Training, onboarding, cer2fica2on
5 FTE
AUG 2015 Full-‐blown MktOps department
NOV 2015 What’s next?
THANK YOU