Organizing For L2RM Success Is A Challenge If You Have Marketing Silos

I (writes Peter O'Neill) have just published the Organization report for our lead-to-revenue playbook. My colleague Lori Wizdo is writing most of the 12 reports that form this Forrester playbook, but I get to write a few and we are both excited that Laura Ramos, now back at Forrester, will contribute the Business Case report.

In my report, “The Skills And Structures For L2R Success,” I have avoided suggesting a standard org chart for L2R process management because our client inquiries on this topic show that one size definitely does not fit all. Instead, I have focused on how to organize a team to design and manage a buyer-centric L2RM process. And I discuss the many new job titles, roles, and responsibilities that are now appearing in marketing organizations as more and more enterprises adopt an L2R strategy. I also consider the important interfaces to many other departments that are needed to ensure L2RM success.

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“Letter From Germany” – Phew! Marketing Automation Is Hot In Europe This Year

“Letter From Germany” Feb. 2013 – Marketing Automation Is Hot In Europe This Year

Peter O'Neill here with the latest edition of my (somewhat) regular blog in which I highlight important information for you about B2B marketing in Germany. This time, I have exclusive details for the German market on marketing automation; the data is taken from the survey used in my upcoming report entitled “European B2B Marketers Will Invest In Automation In 2013.” The report will have two pieces of research for Forrester clients:

1.        Data from our Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey.

2.        An update to our list of innovative marketing automation vendors that have headquarters in Europe.

Many of the leaders at international marketing automation vendors we speak to have been wary of seriously setting up in Europe, as they believe firms in that region are late adopters of marketing automation. But we have important news for them: It’s now high time to show more presence in Europe! Our survey shows that the rate of investment is actually higher in Europe than in the US for nine of the 10 categories of marketing automation about which we asked. In the graph below, we show the aggregate of those planning to implement the technology or expand/upgrade their system.

               

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Cisco's Message Is Getting Clearer

At the Cisco Live EMEAR 2013 event in London this week, Cisco brought a new down-to-earth dynamism to the table. The vision how Cisco is intending to empower its clients in an evermore connected world is becoming clearer. In this blog, Forrester analysts Dan Bieler and Peter O’Neill discuss their take-home messages from the event:

*      Hosted Collaboration Solution (HCS) is empowering its high-end channel partners.

Dan. HCS, Cisco’s hosted collaboration suite, allows carriers to offer cloud-based as-a-service solutions, comprising unified communications, telepresence, and contact center, as well as a range of communication features under the Jabber brand. In EMEAR, BT, Telefonica, and Vodafone are already selling HCS, primarily aiming it at their multinational corporation (MNC) customers. They've hinted at scaling down HCS in the future but it remains to be seen whether HCS is the right solution for smaller carriers and SMBs.

Peter. They also need to think about being more attentive to the needs of midmarket system integrators and MSPs. That means they must provide different price configurations that are attractive to SMBs. Positioning themselves only to the national telcos is quite restrictive and doesn’t match the increasing demand we are seeing for these solution across the market. But of course, if they want to compete in the SMB segment, they’ll compete with Google and Microsoft and their pricing strategies. The best way to run two pricing strategies is to use two brands.

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