When you have 50,000 accounts, developing a digital go to market strategy is quite something to wrap your head around. “The first lesson is everything takes longer than you think or hope,” says Sydney Sloan, CMO of business process management software maker Alfresco, and our guest on this edition of Moneyball for Marketing,” We spent a ton of time just cleaning up the data and developing our data strategy.” Sydney pulls back the curtain on the process of understanding, segmenting and leveraging data that she went through with Alfresco. She discusses how to develop a marketing information strategy that takes into account variable needs for different regions, field marketing teams and account verticals. Some of the key lessons include:
Truth and titles: Sydney discusses confronting data and technology issues in Alfresco’s marketing information strategy. She shares her experience merging “two different sources of truth,” cleaning and de-duping data, and role mapping contacts from amongst 50,000 accounts in order to segment and personalize messaging.
Field force: Sydney talks about the changing role of field marketing in the digital age, and how building “key plays” into your go to market strategy allows local teams to customize according to their needs. She also names the three areas where sales and marketing alignment still needs work in many organizations
Vertical value: Alfresco is working to develop the right marketing information strategy, aligned with vertical interest areas within an account. Sydney takes us through their process, using examples like Healthcare accounts and General Electric, sharing concepts like “account days” and “mini workshops.” She discusses how to create value for buyers around the verticals you know they care about, without getting “creepy.”
Sydney Sloan is the CMO at Alfresco Software, leading the product marketing, digital, communications and field marketing teams. Her team focuses on growing the visibility and demand for Alfresco’s open source ECM and BPM software.
Alfresco provides modern enterprise content management (ECM) and business process management (BPM) software built on open standards that enables organizations to unlock the power of their business-critical content. With the controls that IT demands and the simplicity that end users love, Alfresco’s open source technology enables global organizations to collaborate more effectively across cloud, hybrid and on-premise environments.
Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.