3 Steps to Fuel Your Data Strategy Hosted by InsideView
November 3, 2015
Guest Speaker: Tim Thorpe
Director of Digital Content, Global MarkeFng & CommunicaFons Black & Veatch
Audience Poll: What department do you work in? • MarkeFng • Sales • OperaFons • Other 2
Poll Results: What department do you work in? • MarkeFng (30%) • Sales (44%) • OperaFons (16%) • Other (10%)
Audience Poll: How defined is your exisCng sales and markeCng data strategy?
• Very defined (well documented, with ownership) • Somewhat defined (loosely agreed-‐upon processes) • Need work (minimal definiFon, no ownership) • We don’t have a strategy in place
Poll Results: How defined is your exisCng sales and markeCng data strategy?
• Very defined (17%) • Somewhat defined (38%) • Need work (35%)
Black & Veatch by the Numbers
• Founded in 1915.
• Global workforce of more than 10,000. • $3 billion in annual revenues in 2014. • More than 110 offices worldwide.
• Completed projects in more than 100 countries.
• 13th largest majority employee-‐owned company in the United States – rankings of NaFonal Center for Employee Ownership (NCEO); August 2014.
• Ranked on Forbes magazine’s “America’s Largest Private Companies” lisFng (#128; Forbes.com; October 2014).
• Black & Veatch was recently named to the InformaFonWeek Elite 100 list of innovaFve users of business technology. The company’s applicaFon of drone technology to reduce the risks and costs of equipment tower inspecFons was also recognized as one of the 20 Great Ideas for 2015 by the editors.
Client: Tesla Motors, Inc.
Project: Tesla Supercharger U.S. Build-‐Out Location: Nationwide, United States
• Tesla Motors manufactures the Tesla Model S, the all-‐electric car that won the Motor Trend 2013 Car of the Year award. While developing the car, Tesla launched a program to aggressively deploy high-‐power, fast-‐charging
stations — “Superchargers” — along major travel corridors throughout the United States.
• Tesla awarded Black & Veatch a contract to design and construct pilot sites in the Supercharger network. The Tesla Supercharger U.S. Build-‐Out is the Black & Veatch Smart Integrated Infrastructure team’s largest project to date. Services include engineering, site assessment, and permitting and construction services for Tesla’s charging stations.
About Black & Veatch Digital Content Team (tools used)
• Websites (conductor, webtrends) • SEO/SEM (conductor)
• MarkeFng AutomaFon (Marketo) • Market Research/Surveys (Qualtrics) • Social Media (Sprout Social)
• Microsol Dynamics CRM (SFA) • Mobile MarkeFng Apps (iPad)
Fundamentals of a Data Quality Strategy
• Data quality will always be a conundrum with solware applicaFons – must have
a long-‐term strategy to make data as acFonable as possible.
• An organizaFonal owner and appropriate resources are a necessity. • Data quality is a long-‐term process.
• Design, implementaFon and operaFon need data quality focus. A common
mistake that is made with CRM implementaFons is to simply translate processes from the old system to the new one – instead, take a hard look at your exisFng processes. What data capture can be eliminated or be opFonal? Can overall processes be shortened or streamlined?
Tools and IntegraCons
• IntegraFons are the future for successful markeFng and sales efforts.
• When Black & Veatch implemented Dynamics CRM it was made a “master data repository” for company/contact records.
• Dynamics CRM is the “system of record” that feeds many downstream systems. • As a result, the quality of the data in CRM becomes more and more important
over Fme as it feeds key company data to other applicaFons.
• Having a strategy in place to make the data as good as possible is important.
3 Steps to Fuel Your Data Strategy
1. Enable your sales team 2. Enrich your data 3. Segment for success
Enable Your Sales Team
•
CRM and sales process can be like a tax on sales teams. There are different
things you can do to give your sales organizaFon a tax credit to make their
life easier.
•
Building a strong relaFonship and creaFng a Center of ExperFse Team for
sales tools is a key way that you can enable your teams long-‐term.
•
Create that “one place” that sales can go and get really good informaFon is
important. IntegraFng CRM, markeFng automaFon and sales intelligence
tools like InsideView is a way to create this desFnaFon.
•
Make it easy. Remove barriers that prevent your sales team from gerng
the CRM data that they need. Minimize manual work where possible.
Enrich Your Data
• Simplify the iniFal data entry step. Minimize form fields when entering a lead in CRM -‐ capturing registraFons in Marketo or other data submission steps -‐ the goal is to require the minimum amount of data to increase the data that will get into the system. Basic informaFon will be captured, but will be less complete than desired.
• Automated data enrichment is the bridge from basic data to rich data in your systems.
• MarkeFng automaFon can use data enrichment to “fill out” registraFon forms. • CRM can use data enrichment to build a more complete lead picture within CRM. • AutomaFon makes this a huge efficiency gain and contributes to both a larger
percentage of visitors that will register for thought leadership materials from Black & Veatch, and more robust lead data in CRM.
• We enrich with the data fields that are most acFonable for Black & Veatch such as the industry idenFfier. Which brings us to our next point…
Segment for Success
• For data to be most useful it needs to be focused.
ü Black & Veatch conducts corporate research surveys that serve as the foundaFon for thought leadership content published throughout each year.
ü Focusing on the audience for a specific market segment is foundaFonal to the success of these surveys.
• Data must be segmented enough to drill into key filters such as the right “target” industry, geography or corporate role for research parFcipaFon.
In summary…
Enable Your Sales Team
• Make it easy for the Sales team with “one place” to get the data they need.
• Remove as many manual “taxes” as possible that will help Sales view CRM as a system that gives back to them.
Enrich Your Data
• Make it simple, inbound data to come into your systems.
• Minimize form fields, then enrich with more detailed informaFon once the data enters your CRM or MarkeFng AutomaFon tool.
Segment for Success
• Your sales and markeFng programs will always be more successful when you can target and focus your message.
• Take control over how you segment your data by working with a data plavorm that puts you in the driver’s seat.
Partnered with InsideView across all three of these areas
