Chuck Sharp, Right Intel CEO, discusses digital marketing from the perspective of a CMO. By using a predetermined performance framework to dictate the KPIs of a campaign, marketing team can better ensure they achieve the goals intended.

1. CHUCK SHARP
Chief Executive Officer
chuck@rightintel.com
801 244 4382
5/22/14

2. FROM SEARCH TO CMO

4. FEWER OF THESE

5. MORE OF THESE

10. MY EXPERIENCE AT ICROSSING
• We were seen as tactical specialists: a utility
• Good because we did work that no one wanted
to do but that generated results
• Wanted to be a digital agency
– Started this process in 2007 and they are still
struggling to change their brand

11. USE SEARCH TO PROMOTE STRATEGIC
INSIGHT

12. Link by link, click by click, search is building
possibly the most lasting, ponderous, and significant
cultural artifact in the history of humankind: the
Database of Intentions.
- John Battelle
Author of The Search: How Google and its rivals rewrote the
rules of business and transformed our culture

13. LINGUISTIC PROFILE
Industry)Language)
Oral care
Oral health
Locate dental professional
Good oral hygiene
Oral hygiene
Good Oral hygiene
Whitening
Battery-powered toothbrush
Kid s toothbrush
Professional whitening system
148
5,232
10
190
5,155
190
5,075
145
592
670
17,407
Search
Volume per
month
Consumer)Language)
Dental care
Dental health
Find a dentist
Dental hygiene
Dental hygiene
Personal hygiene
Tooth whitening
Electric toothbrush
Child toothbrush
Tooth whitening system
188,818
74,588
29,525
24,558
24,558
17,670
146,212
16,522
835
6,205
529,491
Search
Volume per
month

14. EXPERIENTIAL MAPPING
• Objective – Understand the customers
purchase decision process and how search
language changes as the process moves
forward. Connect with customers using their
own language.
• Methodology - Guided focus group sessions
• Results – deep understanding of your
category s buying process and the
accompanying search language. Knowledge of
how to get the consumer to the right place on
your site at the right time in the purchase
process

15. Partnerships
Locations
Programs
Career Opportunities
Financial Aid
Profiles
Guidance
News
Corporate
Events
Students
Alumni
Teachers
Admissions
Financial Aid
Corporate
Counselors
CONNECT)FIND) Ma2)Hill)–)Directed)High)Schooler)
Sample)Customer)Journey)
3*
1*
2*
8*
Ma0 s*Journey:)
Matt searches for vocational and
technical schools for mechanics in
New Jersey. Finds Lincoln
Matt checks out career placement
details (wants to work in Mercedes
or BMW)
While online, Matt s mom asks if
it s a good school, Matt shows her
accreditations
Checks out student testimonials
and career section to see if he
might fit in with Lincoln Tech s
culture
Matt wonders if he can afford
school, and visits financial aid
Needs more information, emails
rep who replies to schedule appt.
Lincoln rep visits home, speaks
with Matt and Mom
Mom goes online to find directions
to school
Mom drives son, he visits school
and meets with admissions,
financial aid, and teachers
Enroll at school
4*
5*
6*
Reputation
7* 9*
10*
11*
12*
Culture Money Change
12*
11*
10*
9*
8*
7*
6*
4*
5*
3*
2*
1*
Discover Consider Contact Visit Apply

17. CMO’S PERSPECTIVE

18. 5/22/1
4
copywrite right intel / proprietary & confidential
Wealth of information creates a poverty of
attention- Herbert Simon
)

19. CREATE A PERFORMANCE
FRAMEWORK

20. Sell more enterprise technology solutions to the Fortune 1000.
Increase each customers' lifetime value.
AWARENESS ADVOCACYACTIONCONSIDERATION
Become a legitimate
contender for enterprise
solutions.
Drive customer learning
and cultivate customer
relationships.
Increase enterprise
packaged solutions sales
and maximize customer
lifetime value (LTV).
Turn select customers
into public advocates for
Acme enterprise
packaged solutions.
MEASURE OF
EFFECTIVENESS
MEASURE OF
EFFECTIVENESS
KPI
MEASURE OF
EFFECTIVENESS
KPI
MEASURE OF
EFFECTIVENESS
KPIKPI
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
QUALIFIED
LEADS
VENDOR
CONSIDERATION
CUSTOMER
LIFETIME VALUE
CUSTOMER
REFERENCE
STORIES
80% 75%
CURRENT GOAL
1:1 SALES
PRESENTATIONS
# Delivered
CASE STUDIES
DELIVERED
SHORTEN
SALES CYCLE
SALES CYCLE
1
TARGET
CUSTOMERS
NEWSLETTERS
SUCCESS
VIDEOS
Views
CUSTOMER
REFERENCE
MOST TRUSTED
TO PROVIDE
SERVICES
Enterprise
Perspective
Leads /
Qualified Leads
TRADESHOW
& EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
AD 1
AD 2
AD 3
AD 4
Brand traits /
Perceptions
TV, PRINT &
DIGITAL ADS
QUALIFIED
Unique visitors
THOUGHT
LEADERSHIP
SECTION 1
SECTION 2
SECTION 3
PERFORMANCE
FRAMEWORK
230 South 500 West, Suite 215
Salt Lake City, Utah 84101
801 575 6000 PHONE
801 575 6001 FAX
chuck@rightintel.com EMAIL
www.rightintel.com

21. PERFORMANCE FRAMEWORK
Sell more enterprise technology solutions to the Fortune 1000.
Increase each customers' lifetime value.
AWARENESS ADVOCACYACTIONCONSIDERATION
Become a legitimate
contender for enterprise
solutions.
Drive customer learning
and cultivate customer
relationships.
Increase enterprise
packaged solutions sales
and maximize customer
lifetime value (LTV).
Turn select customers
into public advocates for
Acme enterprise
packaged solutions.
KPI KPIKPIKPI
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
QUALIFIED
LEADS
VENDOR
CONSIDERATION
CUSTOMER
LIFETIME VALUE
CUSTOMER
REFERENCE
STORIES
80% 75%
CURRENT GOAL
PERFORMANCE
FRAMEWORK
230 South 500 West, Suite 215
Salt Lake City, Utah 84101
801 575 6000 PHONE
801 575 6001 FAX
chuck@rightintel.com EMAIL
www.rightintel.com
One)Objec@ve!)

22. PERFORMANCE FRAMEWORK
Sell more enterprise technology solutions to the Fortune 1000.
Increase each customers' lifetime value.
AWARENESS ADVOCACYACTIONCONSIDERATION
Become a legitimate
contender for enterprise
solutions.
Drive customer learning
and cultivate customer
relationships.
Increase enterprise
packaged solutions sales
and maximize customer
lifetime value (LTV).
Turn select customers
into public advocates for
Acme enterprise
packaged solutions.
MEASURE OF
EFFECTIVENESS
MEASURE OF
EFFECTIVENESS
KPI
MEASURE OF
EFFECTIVENESS
KPI
MEASURE OF
EFFECTIVENESS
KPIKPI
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
QUALIFIED
LEADS
VENDOR
CONSIDERATION
CUSTOMER
LIFETIME VALUE
CUSTOMER
REFERENCE
STORIES
80% 75%
CURRENT GOAL
# Delivered
CASE STUDIES
DELIVERED
SHORTEN
SALES CYCLE
SALES CYCLE
TARGET
CUSTOMERS
SUCCESS
VIDEOS
Views
MOST TRUSTED
TO PROVIDE
SERVICES
Enterprise Leads /
TRADESHOW
& EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
AD 1
AD 2
AD 3
AD 4
Brand traits /
TV, PRINT &
DIGITAL ADS
Unique visitors
THOUGHT
LEADERSHIP
SECTION 1
SECTION 2
SECTION 3
PERFORMANCE
FRAMEWORK
Salt Lake City, Utah 84101
801 575 6000 PHONE
801 575 6001 FAX
chuck@rightintel.com EMAIL
www.rightintel.com
One)Objec@ve)and)KPI)for)each)part)of)the)funnel)

23. PERFORMANCE FRAMEWORK
Sell more enterprise technology solutions to the Fortune 1000.
Increase each customers' lifetime value.
AWARENESS ADVOCACYACTIONCONSIDERATION
Become a legitimate
contender for enterprise
solutions.
Drive customer learning
and cultivate customer
relationships.
Increase enterprise
packaged solutions sales
and maximize customer
lifetime value (LTV).
Turn select customers
into public advocates for
Acme enterprise
packaged solutions.
MEASURE OF
EFFECTIVENESS
MEASURE OF
EFFECTIVENESS
KPI
MEASURE OF
EFFECTIVENESS
KPI
MEASURE OF
EFFECTIVENESS
KPIKPI
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
QUALIFIED
LEADS
VENDOR
CONSIDERATION
CUSTOMER
LIFETIME VALUE
CUSTOMER
REFERENCE
STORIES
80% 75%
CURRENT GOAL
REVENUE
Q1 Q2 Q3 Q4
Views
ROI / TCO
CALCULATORS
# Generated
1:1 SALES
PRESENTATIONS
# Delivered
CASE STUDIES
DELIVERED
Solution Brief
Downloads
SOLUTION BRIEF
CUSTOMER
SURVEY
8 8.5
CURRENT GOAL
Q1 Q2 Q3 Q4
DEALS
CLOSED
SHORTEN
SALES CYCLE
SALES CYCLE
Sales Cycle by Product
1
2
3
4
SALES TRAINING
ACCOUNTABILITY
SECTION 1
SECTION 2
SECTION 3
SALES PERSON
SURVEY
7.5
CURRENT GOAL
Did the materials provided
by the sales department,
simplify the sales process
7
SALES MODEL/
INCENTIVES
TARGET
CUSTOMERS
NET PROMOTER
SCORE
65 70
CURRENT GOAL
NEWSLETTERS
Opens/clicks
SUCCESS
VIDEOS
Views
CUSTOMER
REFERRAL
Leads generated from
current customers
CUSTOMER
REFERENCE
RPOGRAM
CUSTOMER
EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
122
156
137
281
ONLINE
COMMUNITIES
Unique
Visitors
FORUM 1
FORUM 2
FORUM 3
CASE
STUDIES
PRESS
RELEASES
MOST TRUSTED
TO PROVIDE
SERVICES
Enterprise
Perspective
MOST TRUSTED
TO PROVIDE
SERVICES
Per vertical industry
Video News &
Clicks
DIGITAL VIDEOS
VIDEO 1
VIDEO 2
VIDEO 3
VIDEO 4
Leads /
Qualified Leads
TRADESHOW
& EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
Leads /
Qualified Leads
WEBCASTS/
ONLINE EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
SOLUTIONS
OFFERED
MOBILE
CLINICIAN
CONVERGED
HEALTH MANAGEMENT
VIRTUAL
VISIT
INDEPENDENT
LIVING
Which of the following solutions
does Acme offer?
AD 1
AD 2
AD 3
AD 4
Brand traits /
Perceptions
TV, PRINT &
DIGITAL ADS
Unaided / Aided
Awareness
TV, PRINT &
DIGITAL ADS
Impressions
VERTICAL
PRINT
Attendees
PUBLISHER
ROUNDTABLES
Web Metrics
QUALIFIED
VISITOR ANALYSIS
SALES
INTERACTION
Unique visitors
THOUGHT
LEADERSHIP
SECTION 1
SECTION 2
SECTION 3
Impressions /
Clicks.
VERTICAL
DISPLAY
# LEADS
Leads generated from
current customers
VENDOR
SHORT LIST
Gartner
Forester
FRAMEWORK
Keep)track)of)other)measures)

25. TELL STORIES WITH DATA

26. PRESIDENTIAL DAILY BRIEF
5/22/1
4
copywrite right intel / proprietary & confidential
Presidential Daily Brief
)

27. FBI DEFINES INTELLIGENCE AS
• Data that has been analyzed + refined
• Conclusions drawn about implications
FBI Defines Intelligence as:
- Data that has been analyzed + refined
- Conclusions drawn about implications
)

29. CYCLING CASE STUDY: DATA

30. INTRO DATA VISUALIZATION

35. TAKE OFF THE BLINDERS

38. TO MOVE FROM SEARCH TO CMO
• Use Search to highlight strategic insight
• Create a Performance Framework
• Take off the blinders
• Tell stories with data

39. MORE OF THESE

40. FEWER OF THESE

41. MORE OF THESE