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Insight

Revamping the four P’s of marketing

Strengthening the sales & marketing connection to drive growth

 Lauren Boyman

Lauren Boyman

Managing Director, Marketing Leadership, KPMG LLP

+1 212-872-6713

With KPMG on a journey to transform the front office using best-in-class Salesforce technology, the firm’s collective goal is to improve how we develop, nurture, and manage client relationships across sales, service, and marketing. While Salesforce is best known for its leading sales technology, the company has spent more than a decade developing and acquiring a best-in-class marketing technology (or martech) offering. We’re onboarding Salesforce Marketing Cloud suite to benefit from the magic of front-office technology that seamlessly works to connect insights and professionals across the company.

As KPMG’s Chief Marketing Officer, I am focused not just on the technology implementation, but also on how our processes and organization need to evolve to support a more agile, customer-centric approach to Marketing. Technology transformation can be overwhelming with many moving parts on a daily basis. I find it helpful to remind myself of what we aim to achieve, so we can work our way through questions and challenges in an outcomes-focused way. Taking a cue from the traditional 4 P’s of Marketing, I’ve identified a new set of 4 P’s to guide us on our Salesforce transformation journey.

Partner

While it’s obviously important that the marketing team can now work better together itself, it’s just as critical for marketing and sales to collaborate. I believe the fundamental difference between sales and marketing arises from a lack of shared metrics of success. Marketers fixate on top-of-the-funnel (TOFU) activities, while salespeople hone in on BOFU and converting opportunities to closed deals. When our sales and marketing orgs share data on the entire sales funnel and work toward common goals, KPMG will be positioned for maximum productivity and growth.

Prioritize 

Marketing is fundamentally about understanding customers; we can’t do our jobs without knowledge about what our customers need. Yet in so many organizations, KPMG included, marketers create overlapping, “spray-and-pray” programs that inundate our target audience. CRM data collected by Salesforce technology will provide KPMG marketers visibility into customers and the pipeline, so we can better support our sales colleagues by creating more targeted and relevant messaging and sales materials.

Personalize 

Today’s customers—whether B2C or B2B—expect personalized information to come their way. The more data and insights marketing can extract from CRM, the more personalized our campaign messaging can be. Salesforce will enable us to automate personalized outreach so that KPMG account teams can be even more proactive in helping clients meet challenges.

Produce 

Right now, KPMG has little insight into which marketing activities are connected to closed sales because our analytics are based on a last-touch attribution model. Salesforce tools will provide measurement and insights into the marketing tactics that work, so we can plan campaigns with more confidence, and most importantly, live up to marketing’s true raison d’etre: to generate growth.

This new set of 4 P’s are our north star goals for our marketing transformation. I’ve got terrific partners internally, and in the Salesforce team who are supporting us through this. When we get to the end of the implementation, we’ll just be at the beginning of a new way of executing on marketing, and a new way to work together across sales and marketing to support KPMG’s purpose to ‘Inspire Confidence, Empower Change’ with our clients.