Having a poorly understood or designed digital demand generation program does not produce results. Getting it right, according to Mark Roberts, CMO of communication solutions provider ShoreTel, requires looking at your go to market strategy “from a holistic perspective, rather than focusing on one aspect.” On this episode of Moneyball for Marketing, Mark discusses in depth the “foundation, migration and acceleration” of his company’s demand generation program. He reveals how his team discovers the genesis of its buyers’ journey, selects the metrics that matter for their specific audience, and even how to handle the organizational change that comes along with aligning corporate objectives with marketing operations. He gives a master class in the team, tools and transformation needed to build a demand gen program that works. Highlights include:
Decisive Data: Making extrapolative decisions based on poorly targeted data sets can lead to incorrect decisions. Mark explains how his team targeted their go to market strategy more effectively by using carefully selected metrics, buyer personas and careful study of its target market’s interests so that ShoreTel could “show up where they show up” in the digital world.
Back to Basics: ShoreTel in the past had “many different dashboards,” but “none of them would correlate data,” says Mark. He reveals his plan for “choosing the tools we would bet our future on,” and cautions that “starting from zero is almost as scary as starting from data you don’t 100% trust.”
Change Challenge: When it comes to the challenge of change management in creating or retooling marketing operations, Mark reminds us “everybody doesn’t necessarily process things at the same speed, more importantly in the same way.” He discusses the usefulness of things like Bergman profiles in a clear change management strategy and shares how ShoreTel achieved buy-in from its relevant teams.
Mark Roberts is the CMO of ShoreTel. ShoreTel provides telephone and unified communication solutions and are one of the largest providers of cloud, premises based, and hybrid solutions in this category. Mark leads marketing strategy, product marketing, demand generation, branding, and external communications.