Sales and Marketing Integration Solution for Techswitch, Inc. Capstone Initiatives, LLC. Drew Zimber, Jerry Cotellessa, Joseph M Friesen, and Rita Lam (Team 3 - ISMT E-200 Fall 2012) 1

2 Boston based software company, with offices across the United States, Europe, and Asia. Primary focus: IT software in three distinct product markets: Network Management, Managed File Transfer, and Messaging. Reorganization into three divisions in 2008, resulted in annual revenue growth of greater than 20% over a four year period. In 2012, management has identified a decline in sales growth, and has issued a Request For Proposal. Techswitch Company Profile

Problems to be Solved and Required Functionality Integrate Sales and Marketing systems. Automate Sales and Marketing business processes. Provide website analytics capabilities. Improve visibility of Marketing campaign effectiveness. Develop company wide Marketing and Sales campaign protocols. Provide simplified dashboards and reporting tools. Consolidate company data sources into a single Data Warehouse. 3

Project Goals Integrate Sales and Marketing systems to establish an end-to- end view of the Sales Lifecycle. Develop corporate wide standards for all Marketing campaigns. Provide consistent evaluation tools of ongoing and histsorical Marketing activities. Implement a corporate wide Data Warehouse for future Business Intelligence and data driven decision-making across all three divisions. 4

5 Techswitch “As Is”

6 Techswitch “To Be”

7 Project Analysis and Use Cases

8 Architecture

9 Component Connector Diagram

10 Inception - Kickoff meeting, User and Management requirements, Use Cases, and Project Readiness Documentation. Integration - Data cleansing, mapping data fields to Salesforce, Setup User Roles & Accounts, Website integration, and Campaign procedurals. Pilot Testing / User Acceptance - Sandbox training, Use case executions and review. First pass at problem resolution process. Training - All users and consumers participate within Marketing and Sales. Staggered over 2 weeks with individual follow-up sessions. Transition - Move from pilot to production environment. Enable user accounts, disable existing tools. System audits. Implementation Phases

11 Operational Readiness

12 Deployed as a “green-field” implementation Then entire Marketing campaign process will be revamped to utilize Marketo. Project Timeline

13 Marketo Demonstration

14 Phase Start Date End DateStatusComments Inception 1/7/ /11/2013GreenPhase Complete. Integration 1/14/ /8/2014GreenPhase Complete. Pilot Testing/ User Acceptance 2/11/ /15/2014Red Significant issues with user acceptance of solution. Does not currently support some necessary but previously unidentified reporting needs. Additional SFDC and website integration work will be required. Training 2/18/ /1/2014Yellow Nor started. Project timeline at risk due to issues with Pilot Testing/User Acceptance. Transition3/4/ /15/2014YellowNot Started. Project timeline at risk due to issues with Pilot Testing/User Acceptance. Risk Mitigation

15 Revenues, Costs, and Return on Investment Capstone Initiatives proposes the implementation of Marketo, a Marketing Automation platform designed to integrate with Techswitch’s existing Salesforce CRM systems and backend systems.

16 Questions and Answers