1. Reference Process Proposal
Michal Zozulak

2. Agenda
 Facts to consider
 Important questions before start
 References Process – SIPOC approach
 Examples - where to integrate references

3. Facts to consider
 Limited resources/finances – no overspending policy
!
 Cooperation/management of local agencies in EMEA
region
 Regular communication/cooperation & alignment with
customer MK, Sales, RM, CEM, MarCom teams
 DIY tools (DTP, audio/video editors SW, etc.) available &
necessary for in-house production of collaterals
 Balance customer usage with new sales needs

4. Important questions
 What is the goal / how to measure? (RP in CRM / native sales tool)
?
 What is the RP name? (name to attract)
 How to prepare? (structured interviews, short forms)
 Why should sales reps / KAM use RP? (explain / educate)
 Why should internal teams cooperate? (Ref. Employee Contest)
 Why should customers cooperate? (RP as a promo tool / Customer Loyalty
Program)
 Where else to look besides internal CRM? (social networks, blogs, events,
webminars, etc. – ask for quotes, testimonials…)
 What’s next? (conversion rate tracking, quarterly reviews, results Vs.
goals, improvement)

5. References Process
Customer Lifecycle
Marketing Stage Suppliers Inputs Process Outputs Customers Uses
Sales Data from Eloqua, Gather data -> Analyze (deal-closing
1. Prospective Cust. Market Dev. Radian6, sales/BD probability) -> Best-fit selection / new Note in CRM
EMEA MK team related sources, business sales needs balance -> Proposal to
roadshows, etc. prospect for creating ref.as part of sales
negotiation -> Note in CRM
2. New Cust. Sales / Partners Data from Gather data -> Analyze -> Best-fit selection / Sales References, Case Prospective Cust.
(first-timers) EMEA RM team Salesforce CRM, new business sales needs -> Proposal for Studies, Success Sales
EMEA CEM team Customer events, creating ref. -> Getting details of installed Stories, Quotes, Logo EMEA Marketing
MarCom Webcasts, Partners products / implementation benefits -> uses, ROI CS Global MarCom Team
reference production with local agency & EMEA CEM / RM
MarCom considering customer's inputs, & NA Customer MK
inputs from suppliers -> sending draft to Customer
Market Development
MarCom, then customer for approval -> Reference
Approval / corrections -> final version – Program,
output Newsletters,
3. Regular Cust. Sales / Partners Data from Gather data -> Analyze -> Best-fit selection / Sales References, Case Prospective Cust. MK Camp.
EMEA RM Salesforce CRM, new business sales needs -> Proposal for Studies, Success New Cust.(first-timers) (part of
EMEA CEM Customer events, creating ref. -> Getting details about original Stories, Quotes, Logo Sales collateral),
MarCom Roadshows, product & the reason for upgrading / uses, ROI CS, Video EMEA Marketing MarCom,
Webcasts, Fusion additional purchase (cross/up sell focus) plus testimonials, Name Global MarCom Team PR,
Conference any other value-added implementation drops, PR articles EMEA CEM / RM Social
benefits -> reference production with local
NA Customer MK Media,
agency & MarCom considering customer's
Market Development Intranet Web
inputs, & inputs from suppliers -> sending
draft to MarCom, then customer for approval - (all internal
> Approval / corrections -> final version – resource
output centers)
4. Evangelists Sales / Partners Data from Gather data -> Analyze -> Proposal for Sales Ref, CS, Success Prospective Cust.
(key influencers) EMEA RM Salesforce CRM, creating ref. -> Getting details about Stories, Quotes, Logo New Cust. (first-timers)
EMEA CEM Webminars, products, focus on value - added features -> uses, ROI CS, Video Regular Cust.
MarCom Roadshows, ref.creation directly with evangelist and testimonials, Name Sales
Developers (3rdP) Customer events, aligned with suppliers' inputs -> sending draft drops, Speaking eng., EMEA Marketing
Concur Connect to MarCom, then evang.approval -> Approval PR articles, Global MarCom Team
Platform, Fusion / Corrections -> final ver. - output infographics, video EMEA CEM / RM
Conference tutorials, demos,
NA Customer MK
whitepapers, blogs, ppts
Market Development

6. Integration Examples - Panasonic
Marketing Campaign for Partners / Customers
 Reference as a part of Panasonic Loyalty Program (collect points for providing
data about customer & get awarded with consumer electronics)

7. Integration Examples - Panasonic
PR – Best Case Study Award 2009 – State & Public Sector
 Reference as a part of Contest for the best Case Study by CIO Business World
Magazine in Czech Republic

8. Integration Examples - Oracle
Integration of references in dedicated
areas in monthly newsletters, direct e-
mail campaigns, LP, social media, etc.
 Whitepapers, Case Studies, Success
Stories
 Quotes, Name drops
 Speaking engagements
 Video tutorials, testimonials, demos,
presentations
 PR articles, infographics, blogs

9. Integration Examples - Oracle
Other interesting projects to include Not only in online, social, mobile
references in – Interactive Value
Proposition 3D Video
but also in physical form!

10. Questions
Thank you!