Answer these 3 questions in 3 minutes to find out.

1. fanfoundry
asks:
Are you a fan foundry?
Answer 3 questions in 3 minutes to find out.
( users: click “ “ )

2. fanfoundry
1. Where are you now?

3. fanfoundry
Sales & Marketing Capability Maturity Model
Maturity Level Organizational Alignment Characteristic Processes
Marketing and Sales are aligned and embedded within Unified activity. Mainly inbound. Organic lead flow,
business processes, roles/relationships, and technology. community nurtured via blogging, SEO, SEM, micro-
V Optimized Customers have a strong support group and a voice in product sites; strong brand, authentic voice, raving customers,
innovation. Sales funnel is vibrant, well nurtured, and has few viral PR, multiple strong partners & channels
if any leaks.
Marketing and sales are managed across the organization and Aligned activity, outbound/inbound mix—adwords,
adhere to defined processes and methodologies through blogs, SEO, client advocates, focused jointly on
IV Managed ongoing collaboration, measurement/metrics, and reporting building community. Customers, Prospects &
across business areas. Customer support channel is embedded Partners are engaged in product & positive on brand.
and extends throughout marketing and sales action chains. Wide “funnel” is enhanced with nonlinear nurturing.
Marketing & Sales follow a common framework across the Coordinated activity, mostly outbound; some
organization and the organization has achieved a simple inbound, including landing pages, registration,
III Defined reporting structure that is in place to monitor pipeline only. premium content; Customers prospects & partners
Customer care is mainly post-purchase. are neutral about brand, some engaged. Leaky
“funnel” i.e. nurturing is weak or non-existent.
Marketing & Sales are managed within different areas of the Sporadic activity, mostly outbound: telesales, trade
organization with some overlap and guidance as to how to shows, PR, brochures, website/brochureware, e-
II Repeatable approach it, but there is no overall structure in place to bring it blasts, ads. Clients recognize brand. Prospects are
all together. Conflict is the norm. Customer care is reactive. aware but confused, Partners are unevenly trained
Marketing & Sales are separate and distinct, managed Redundant, mainly outbound activity: telesales, trade
inconsistently across the organization, with different groups shows, brochure mailings, ads, e-blasts. Customers
I Ad hoc doing their own things and not reporting them to each other. and prospects confused and annoyed; Partners are
Customer care is not organized. Sales “funnel “ is wide, leaky. not trained
Model : CMU SEI CMM www.fanfoundry.com

4. fanfoundry
2. What’s working? What’s missing?

5. fanfoundry
Consider The 3 C’s of Loyalty
CTA*
1. content
3. conversion 2. community

6. fanfoundry
Consider The 3 C’s of Loyalty
…and the 3 layers of engagement, fulfillment and relevance
1. engagement
Exchange / gather
information along CTA*
the way:
identity,
1. content
preferences,
requirements
3. conversion 2. community
preferences
CTA

7. fanfoundry
The 3 C’s of Loyalty
and the 3 layers of engagement, fulfillment and relevance
1. engagement
2. fulfillment sample
save
subscribe
CTA*
Meet audience
needs and
interests with 1. content
useful content
that calls people
3. conversion 2. community
to take action
convert ask
transact preferences share
refer compare
CTA
*CTA = Call to Action

8. fanfoundry
The 3 C’s of Loyalty
and the 3 layers of engagement, fulfillment and relevance
News • Event
Review • Referral
1. engagement Website • Blog
2. fulfillment sample
save
3. relevance subscribe
CTA*
Be relevant!
1. content
Event • Reward
Survey • Partner
3. conversion 2. community
Proposal • Report
Dashboard convert ask
transact preferences share
refer compare
CTA
Demo
Presentation
Conversation
*CTA = Call to Action

9. fanfoundry
3. How does this all fit together?

10. fanfoundry
Closed Loop Sales & Marketing
Outbound Inbound
Enter here
Customers
Prospects
Communities

11. fanfoundry
Closed Loop Sales & Marketing
click
launch Outbound Inbound follow
test
register
build
Enter here
Customers
plan convert
report transact
Prospects
listen refer
Communities

12. fanfoundry
Closed Loop Sales & Marketing
click
launch Outbound Inbound follow
test
register
build
Content Enter here Microsite, Blog
Product, service, event,
asset, channel
Landing page
Strategy
CRM, SEO, analytics Community
Customers
plan convert
report transact
Prospects
listen refer
Communities

13. fanfoundry
Phases Things to measure (how to improve conversion rates)
Customers – evaluate, update & cleanse customer (CRM) databases; plan and
Customers conduct interactive outreach activities to improve products and services,
build loyalty and increase account penetration & renewals
Prospects – Identify ideal customer profiles and prospect sources; work with
Prospects sales and marketing to listen, develop & deliver relevant responses, aimed at
improving products, services, sales intake and conversion
Communities - define communities and identify opportunities to build, curate
Communities and affiliate; develop & support authentic community voices (more listening)
aimed at improved products, services and sales
Using analytics, BI, Customer Relationship Management (CRM) and Marketing
Strategy Automation software, aggregate customer and prospect Profile data ; Create
SEO, CRM, Systems buyer personas and ideal profiles, mapped to Sales & Marketing action plans
Content Develop audience-focused content (product, service, article, event, mobile /
Product, service, event, social experience) for targeted prospect, community and customer groups;
test and evaluate response
asset, channel
Microsite, blog Manage outreach and inbound responses from microsites, landing pages,
Landing pages partners, mobile and community channels; Enrich customer and prospect
experience; Refine Client & Partner expertise at engaging buyers; Improve
Communities community response

14. fanfoundry customer loyalty, minted daily
Your turn.
Got a question for us? Need help with any of this?
Call, click or contact:
Ed Alexander
fanfoundry@gmail.com
+1 (781) 492-7638 EST (UCT-4)
www.fanfoundry.com