This section is designed to provide additional research and information that may be of interest to our clients.
We publish articles, white papers, and give presentations on occasion and you will find them here.
In this webinar, Barbara speaks about the basics of Marketing Automation - what it is, how it can drive revenue, improve the operational efficiencies of your organization, and how it can increase trust and cooperation between sales and marketing teams. She also reviewed the business benefits, best practices and who in the organization should care about Marketing Automation. She outlines the value that Marketing Automation brings to an organization by showing how it helps capture important business metrics across the entire customer lifecycle, build a better marketing and sales funnel, and allow executives to better manage the business from "Offer to Order." To watch the webinar, click here
This article written by Barbara Angius Saxby discusses the opportunities that marketing automation provides senior executives. We have worked with several of these solutions as part of our consulting work and I have been excited about the benefits they deliver when integrated with CRM systems. Cloud Computing continues to generate new and innovative business opportunities - not to mention, a great deal of enthusiasm. The buzz at Dreamforce validated my beliefs that marketing automation, as a Cloud-based solution, will deliver significant business value throughout the organization. In particular, it will allow executives to better manage the business from "Offer to Order." Here are several ways in which marketing automation solutions, with analytics, can improve business efficiencies for CEOs, Sales VPs, CMOs, CFOs, and CIOs. A PDF version of the article is available here
As part of the process alignment practice we help clients understand how they can improve results with process improvements but also how to best leverage business applications. Here is an interview Howard Sewell of Connect Direct, an integrated demand generation and lead management company, did with Barbara Angius Saxby about ways to improve marketing and sales alignment through marketing automation. Howard is bullish on these systems because they generate higher conversion rates, more qualified leads, and shorten sales cycles. However, Barbara is passionate about the impact of marketing automation on more strategic level including the ability to track business processes from offer to order, tracking costs versus revenue returned, and also by helping to make marketing departments more accountable.
This article was published in CIO Magazine, CIO Executive Viewpoint Section, on Service-Oriented Architecture written by Barbara Angius Saxby, Published in September, 2007, Saxby offers several insights into the state of SOA and business applications. “As IT infrastructure becomes more commoditized, business content is king,” says Barbara Angius Saxby, CMO of Lawrenceville New Jersey–based Ramco Systems. “Your business value is in your business processes.” To better manage them, CIOs need the “change-on-demand” agility that comes with service orientation. In the old days, all IT decisions were based on reducing overhead and development costs. Today, service orientation and process modeling enable enterprises to react faster and take advantage of business opportunities, while still helping reduce these costs.
This article by Barbara Angius Saxby was Published in the DM Review in a special BI Report in September 2007 and addresses why 2007 is shaping up to be the Year of BPM. “Many senior IT decision-makers have cast a wary eye on talk about business process management (BPM), seeing it as yet another attempt by software vendors to sell the latest "new thing." Managing business processes to drive business applications is important, but for people whose professional standing rests on their judgment as to where to invest their firm's technology budget, understanding all of the different approaches and technology options can be a complex proposition. One area where BPM shows great promise is among organizations that use advanced ERP systems or best-in-class technologies to manage complex supply chain and distribution channels involving multiple partners and systems. With BPM - along with service-oriented architecture (SOA) and Web services - companies finally have the ability to align business requirements with IT capabilities to compose applications, easily, quickly and at a reasonable cost."
This presentation was given at a three hour workshop as part of the MXL Partners Accelerating Sales Series for Pillsbury Winthrop on September 5, 2005. Teamed with Mike Griego, President of MXL partners to discuss the roles of marketing and sales in organizations and where the breakdown in communication occurs. The presentation reviews the Top 10 Early Stage Sales Problems 2005, Sales & Marketing Dysfunction, The Fix for the Sales/Marketing Gap and Rules and Tools outlining best practices for successful and cohesive marketing and sales practices. At Accelent, we specialize in aligning marketing and sales and our partnership with MXL partners offers our clients a 360 degree view of the marketing and sales process, so give us a call if we can help you streamline your organization! For more information on MXL, visit www.mxlpartners.com.
Accelerate Business Performance with Integrate Sales and Marketing Management: Presentation delivered at the Software 2005 Conference, April 27, 2005, Santa Clara, CA.
When organizations get sales and marketing aligned, they typically experience marked improvement in sales productivity and can clearly measure the value of marketing spend. Often, the biggest challenge is getting sales and marketing leadership to let go of territorial insecurities and actively engage in day-to-day integration of strategy, planning and execution throughout the sales cycle. This presentation provides a pragmatic approach to sales and marketing integration, based on successful experiences with software companies of all sizes:
- Understand the basic disciplines required to facilitate successful integration
- Identify the barriers to sales and marketing integration in your organization
- Learn five steps for integrating sales and marketing to improve productivity
Please contact us if you need assistance building integrating your marketing and sales management to accelerate business performance.
Article published in several industry newsletters targeting venture financing.
Raising money in today's technology industry requires a combination of art, science, and chemistry. At Accelent, we often support CEOs with fund raising by helping them build the plan, position the company with a compelling story, and communicate its unique value proposition. We also interact frequently with the VC community to understand their investment strategies and overall market trends, and to make introductions to interesting companies that fit their particular profiles. Understanding the art of preparing and delivering the pitch and the science of building a viable product/company are important to pitching VCs, but don't underestimate the value of chemistry. Please contact us if you need assistance building your strategy or executing the points on this list.
PowerPoint Presentation prepared as an industry overview for investors interested in funding enterprise software companies by Barbara Angius Saxby
The enterprise software market has experienced many changes over the past few years, impacted by the recession, world politics, slower IT spending and general industry maturation. This presentation presents an industry snapshot including an overview of software segmentation, a summary of the latest CIO Survey and Forum panel discussions and general trends in IT spending including expected growth. It also provides a high-level overview of the latest trends in software marketing include vertical programs, mid-market strategies for products and programs, and channels of distribution. Lastly, market statistics that summarize the current state of merger and acquisition activity and software investment trends are presented. Please contact us if you would like us to customize this presentation targeted at your specific interests or markets.
This is a white paper written in 2002 on the emergence of Web Services. Web services was the topic-of-the-moment in most trade rags, lunchtime discussions at software companies, and VC conferences. What was all of this hype about Web services? What IS a Web service? Why is it important and who should care? And most importantly, what are the opportunities for start-ups? These are a few of the questions Accelent had been investigating; we attended conferences, poured over white papers, talked to and worked with software vendors, and swapped opinions with VCs as we tried to understand where it will all lead. To answer the question about what it is, I was reminded of a popular analogy from a Saturday Night Live skit, that promoted a product by stating it ís a floor wax AND a dessert topping, meaning it serves all of your needs. The hype around Web services also proposes to solve all our computing needs, which is not the case. But, it does promise to be a pretty good floor wax.
Subset of the complete white paper above focusing on business opportunities for Web Services. Publication date, November 2002.