Will Scully-Power


Why build an internal Customer Experience Centre of Excellence (CoE) to support digital transformation across Marketing, Sales & Service

Why

I am continually asked by Datarati (www.datarati.com.au) customers the following question…

Q. How do you keep internal momentum post implementation of Marketing Automation and CRM technologies?

A. Build an internal centre of excellence (CoE) to support digital transformation across your Marketing, Sales & Service departments.

Sounds simple. Right? What is a centre of excellence? Who should be in it? Who should own it? Marketing, Sales, Service, IT? Should there be a different strategy, technology stack, resources and campaigns across different business units or have one across the entire organisation?

Firstly, what is a centre of excellence?

A centre of excellence (CoE) is a team, a shared facility or an entity that provides leadership, best practices, research, support and/or training for a focus area. The focus area might be a technology (e.g. Marketing Automation or CRM), a business concept (e.g. Campaign Execution), a skill (e.g. consulting) or a broad area of study (e.g. digital transformation).

Within an organisation, a centre of excellence may refer to a group of people, a department or a shared facility. It may also be known as a competency centre or a capability centre.

The centre of excellence concept is often associated when new software tools, technologies or associated business concepts are being implemented within an organisation such as Marketing Automation or CRM.

So what do you need to build one?

To build an effective centre of excellence (CoE) you need 4 things:

1.) Strategy – you need to define your customer experience vision which spans across Marketing, Sales & Service. Then you need to align your corporate objectives with your marketing objectives and ensure that those objectives if achieved will deliver on your customer experience vision. Finally, you need to ask yourself ‘Why Now’? What if we don’t invest in a centre of excellence (CoE) to ensure we deliver a seamless customer experience across Marketing, Sales & Service? What impact will this have on our company?

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu, 500 BC.

2.) Technology – you need to select a technology stack which incorporates all customer touch points including; email, mobile, social, web, apps, paid search, paid display, sales teams (direct & channel) and call centre teams.

“As a company, you need to get to the future first, ahead of your customers and be ready to greet them when they arrive.” – Marc Benioff, Chairman & CEO, Salesforce.com

3.) Resources – you need to invest internally and externally at a factor of 3:1 (For every $1.00 you spend on technology, you need to spend $3.00 on services & enablement.

When embarking on digital transformation change you need to firstly invest in an external services partner who can support you with best practice customer experience strategy e.g. (defining a vision and aligning objectives), marketing automation technology implementation and CRM integration e.g. (Salesforce Marketing Cloud with Salesforce Sales & Service Clouds) and campaign execution support e.g. (campaign design, campaign building, campaign testing, campaign execution and campaign reporting).

You then need to invest significantly internally in acquiring new talent as well as up-skilling and re-training existing staff and providing them with training to develop the right skills which will enable them as an internal services partner.

Best practice Marketing Automation & CRM Training from Data Scouts (official digital transformation course of the Association of Data-Driven Marketing (ADMA): http://www.datascouts.com.au/wp-content/uploads/2016/03/Data-Scouts-One-Page-Information.pdf

Your centre of excellence (CoE) should consist of both external resources with internal resources. Why? External resources from your partner can provide objective best practices and knowledge from across a range of verticals. Internal resources can provide industry domain knowledge and be empowered to serve the customer and deliver a positive experience regardless of their business unit or KPI. So what type of resources do you need?

At Data Scouts (www.datascouts.com.au) , we recommend you look for the following resources to join your internal services partner team.

Strategy – Digital Transformation Manager, Lifecycle Campaign Manager, CRM Manager, Marketing Automation Manager

Technology – Multi-Cloud Technical Architect, Mulit-Cloud Solution Architect, Multi-Cloud User Experience Architect, Data Analyst

Resources – Program Manager, Project Manager, Change Manager, Culture Manager, Account Director, Account Manager, Account Executive

Campaigns – Creative Design Manager, Web Designer, Web Developer, Quality Assurance Architect, Campaign Analyst.

“Great vision without great people is irrelevant.” – Jim Collins, Good to Great

4.) Campaigns – you need to map out the current state of the campaigns you are running across the acquisition, on-boarding, engagement, retention and re-engagement stages of the customer lifecycle. Once you have mapped out the current state, you then need to map out future state campaigns using your new technology stack which will allow you to achieve your customer experience vision.

Once these campaigns have been identified for each lifecycle stage (acquisition, on-boarding, engagement, retention and re-engagement), you need to prioritise these campaigns to ensure you are focusing on customer first initiatives instead of company first initiatives.

“People don’t buy products or services, they buy experiences which are delivered by your products and services” – Seth Godin, Best Selling Author

So who should own the centre of excellence, who should pay for it?

The centre of excellence (CoE) should be set up as a shared services group within your organisation. Each division (Marketing, Sales, Service, IT) should all  be required to co-invest and have co-ownership of the group. Remember the customer doesn’t care who pays for it and who owns it… the customer just wants to ensure they have a frictionless customer experience across all touch points and divisions.

Should there be a different strategy, technology stack, resources and campaigns across different business units or have one across the entire organisation?

Every organisation should have 1 customer experience strategy and vision across Marketing, Sales & Service. This customer experience strategy and vision should be supported by IT as part of the shared services group within the centre of excellence (CoE).

There should be 1 technology stack. These days all the leading vendors have very similar Marketing Automation and CRM capabilities.

There should be 1 group of shared services resources which support multiple business units and divisions.

There should be 1 over arching enterprise wide campaign strategy e.g. number of contacts per month, subscription management etc. However, the tactical execution (content, channel) etc will differ across business units and divisions.

88% of companies are going through digital transformation, only 25% know why. – Brian Solus – Principal Analyst , Altimeter Group

What is your WHY?

https://www.youtube.com/watch?v=IPYeCltXpxw



Attention: All digital marketing execs in email, web, social, mobile

Data-Scouts-Certified-Logo

9 DAY ALERT: We are running ADMA’s official Marketing Automation & CRM transformation course. Kicks off in Sydney & Melbourne on 13th & 14th April. Don’t miss out your chance to get up-skilled and trained by the industry’s leaders in this space.

Download Course Outline: http://www.datascouts.com.au/wp-content/uploads/2016/03/Data-Scouts-One-Page-Information.pdf

Course Details: https://iq.adma.com.au/iq/course/marketing-automation-and-crm-transformation-data-scouts-directions



Build Your Own Customer Journey
Customer Journey, Customer Journeys,  Marketing Automation, CRM, Digital Transformation

Customer Journey, Customer Journeys, Marketing Automation, CRM, Digital Transformation



Data Scouts acquires Sydney Data Miners

Data Scouts acquires Sydney Data Miners

Specialist training and recruitment agency to build Australia’s largest talent pool for marketing automation and CRM consultants

2nd March 2016 – Sydney Australia: Data Scouts today announced the acquisition of the Sydney Data Miners. Founded in 2007, the Sydney Data Miners group was set up to have informal meetups with those involved in all aspects of the Australian data mining community including those in marketing automation and CRM.

With over 1700 members across Australia, the group has held senior level events with data-driven marketing leaders and executives from Linkedin, Salesforce, eBay, IBM, Optus, Ansell, Deloitte, Accenture, Big Datr, Potentiate Global, Contexti, Loves Data, Freelancer.com, Neilsen Online, University of Technology, Tobii, Altis Consulting, Panalysis, CBS Interactive, Flink Labs & Effective Measure.

The 1700+ members of the Sydney Data Miners are being invited to join the Data Scouts candidate pool in an effort to gain access to exclusive career opportunities across Australia’s top performing and innovative companies. A launch event is being held in Sydney on Thursday 17th March 2016.

“Our focus at Data Scouts is fill the talent and education gap that exists in our industry. Our mission is to provide the best-in-market tactical skills training to Australian digital and data-driven marketers,” said Will Scully-Power, Executive Director at Data Scouts.

As part of the acquisition, all Sydney Data Miners members are being offered a heavily discounted rate to its two-day course entitled Data Scouts Directions™. The course leverages a proven marketing automation and CRM transformation consulting methodology which teaches participants how to map out the current state of their organisations marketing strategy, marketing technology landscape, marketing team operations and their lifecycle marketing campaigns.

Participants will also learn how to develop a future state omni-channel customer experience vision with prioritised campaigns for execution across the acquisition, on-boarding, engagement and retention stages of their customer journeys.

Participants will complete the course as certified lifecycle marketing automation & CRM consultants.

Courses begin on 14th April in Sydney and 21st April in Melbourne.

For job seekers, employers or course booking enquiries, please visitwww.datascouts.com.au or contact Data Scouts on +612 8015 6662

Media Contact: Will Scully-Power, Executive Director on 0400 828 866 or will.sp@datascouts.com.au



Data Scouts forms strategic partnership with the Association for Data-driven Advertising & Marketing

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Partnership to deliver certified lifecycle marketing automation & CRM consultants into the Australian market

1st March 2016 – Sydney Australia: Data Scouts today announced a strategic partnership with the Association for Data-driven Marketing & Advertising to deliver a series of two-day courses designed exclusively for marketers using marketing automation & customer relationship management (CRM) technologies.

The two-day course entitled Data Scouts Directions™ will leverage a proven marketing automation and CRM transformation consulting methodology which teaches participants how to map out the current state of their organisations marketing strategy, marketing technology landscape, marketing team operations and their lifecycle marketing campaigns.

Participants will then learn how to develop a future state omni-channel customer experience vision with prioritised campaigns for execution across the acquisition, on-boarding, engagement and retention stages of their customer journeys.

“Lifecycle marketing automation and CRM is critical to driving profitable revenue growth, said Will Scully-Power, Executive Director of Data Scouts. This course will teach participants the core principles of how to transform your prospect and customer marketing campaigns by implementing lifecycle marketing automation and CRM strategies across the acquisition, on-boarding, engagement and retention/loyalty stages of the customer lifecycle”.

Jodie Sangster, CEO of ADMA added “We have partnered with Data Scouts who are experts in the field of marketing automation and CRM to complement our new ADMA IQ education offer and bring best-in-market tactical skills training to Australian marketers. The gap in appropriately skilled marketers in is an issue that affects the whole industry and we are delighted to extend our new curriculum to Data Scout’s bespoke courses.”

Participants will complete the course as certified lifecycle marketing automation & CRM consultants.

Courses begin on 14th April in Sydney and 21st April in Melbourne.

For course booking enquiries, please visit www.datascouts.com.au or contact Data Scouts on (02) 8015 6662

Media Contact: Will Scully-Power, Executive Director on 0400 828 866 or will.sp@datascouts.com.au

 



Destination CRM names Marketo the winner in the 2011 CRM Market Leaders awards

According to Fauscette, Marketo took a “completely fresh-from-the-start, ground-up approach” to marketing automation.

“They have a really good interface, really good user experience, and they built out a really deep set of functionality pretty quickly and have gotten good traction.” Although it’s a relatively new solution, Fauscette maintains that it is more “feature-rich than some of the major players in this market.”

Usability also establishes Marketo as the leader. “Marketo’s the hot darling in the space, as we see users gravitate to its user experience and ease of design,” Wang says.

http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=76485&PageNum=3



Is DATA the holy grail for brands?
July 15, 2010, 7:54 pm
Filed under: #mktgcloud, CRM, Data, Datarati, Marketing Automation, Marketing Cloud | Tags: , ,

Watch VIDEO NOW: http://www.lavolta.com.au/news/blog.asp?Display=465




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