25-Four goals for this marketspace

What four goals now drive marketing in the engagement marketspace and, therefore, your success criteria?

We submit for your consideration that four goals frame most marketing programs, calling attention to four matching criteria by which to align resources of success:

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I. Demonstrate the need for new systems that automate various aspects of the customer engagement lifecycle, linking process efficiencies to faster time to market and increased sales.

Criteria and metric

FASTER TIME TO MARKET = INCREASED SALES

In practical terms, faster cycle times increase revenues AND profit (GRAPHIC)

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II. Elicit relief among stakeholders within enterprise marketing operations, conveying the shareable recognition of concrete business benefits. Elicitation of relief will emphasize the next-action steps of a proven, replicable roadmap for the adoption of workflow automation within the customer engagement lifecycle.

Criteria and metric

AUTOMATED WORKFLOWS = CONSISTENCY AND PREDICTABILITY

Getting from a current-state operation to a future-state operation often entail a great deal of change, disruption, and the need to improvise. We have found that large wall-mounted posters (EXAMPLE) that detail the journey ahead really helps to anchor the future-state benefits. Constancy of purpose drives success.

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III. Emphasize an emotional desire to belong to a social network of open-source insight and best practices created by peer practitioners, industry thought leaders, independent consultants, and technology providers. Building this desire will emphasize economic rewards: trusted introduction to new clients and higher profits from tools and project accelerators

Criteria and metric

MEMBERSHIP = INDIE CONSULTANTS MAKE MORE MONEY

We cannot overstate the importance of lining up independent consultants to your side. 25 to 50 certified consultants that cost almost nothing to assemble can deliver deal flow of 15 to 20 full-time sales people. Every technology firm needs a certified consultant program. Ask us how we can build one for you!

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IV. Sponsor co-marketing frameworks, processes, and opportunities, demonstrating how their technology and co-marketing will drive overall market growth and maximize their return on marketing investments.

Criteria and metric

TEAM SELLING = DEAL-FLOW ACCELERATION

By definition, sales people on commissions and bonus do not play well others. It takes more than extraordinary sales leadership to coordinate large deals with other technology or service providers. Yet, many large, complex integrated solutions require teamwork and cooperation among two to five independent parties. Ask us how we create and maintain a neutral common ground for facilitating the buying process, using a transparent deal rooms and customer engagement processes to speed the sales cycles of 10 to 50 concurrent deals. EXAMPLE

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