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CaseCentral Sales Process Rollout

World Class B2B Marketing Demand Generation Capabilities. CaseCentral Sales Process Rollout. January SKO. Roles & Responsibilities – Demand Generation. Demand Gen. What is Marketing? Drucker.

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CaseCentral Sales Process Rollout

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  1. World Class B2B Marketing Demand Generation Capabilities CaseCentral Sales Process Rollout January SKO

  2. Roles & Responsibilities – Demand Generation Demand Gen

  3. What is Marketing? Drucker The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… The aim of marketing is to make selling superfluous.

  4. What Does B2B Marketing Do? • “You either make stuff, you sell stuff or you help people make or sell stuff. Marketing is in the middle. Our job is to… • Provide insight to the people who make stuff. • Take what they've created and translate the features and functions into stunningly clear business insight for the right audience at the right time with the right voice and the right message. • But then we help the people sell stuff. We extract insight, and then the real secret is taking insight, converting that into foresight and then converting that into competitive advantage. Three things marketing does as a service organization: Understand the audience Tell them the truth in a language they can embrace Tell the story with a call to action • Marty Homlish, B2B CMO • - Launched Sony PlayStation and Walkman • - SAP’s global CMO increased • Value of SAP brand rose $2.8B, 46% • Revenue grew 43% • Profit grew 202% • Software installations worldwide increased by 255% • - Currently the senior marketing leader at HP • Implications • Product Marketing leadership • Quality Content Marketing and Creative Messaging • Demand Generation excellence

  5. What are the Goals of Marketing? “Marketing is a service- based organization. Our only reason for existing is to provide services for the organization. We do not create marketing for the sake of marketing.” Marty Homlish, B2B CMO Goals of Marketing: Sell more stuff Make more money Do it with less expense • Implications • Orient marketing goals from activity to results • Implement closed-loop tracking • Brand, PR & Corporate comm activities are performed in the context of selling more

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