Marketing Overview
Halaman fondasi yang menjelaskan peran, tanggung jawab, dan prinsip kerja fungsi Marketing di Divistant. Diselaraskan dengan ISO 9001:2015 (Customer Focus, Process Approach) dan Quality Policy Divistant.
Kapan & Untuk Siapa
| Aspek | Keterangan |
|---|---|
| Kapan dibaca | Saat pertama kali bergabung dengan tim Marketing, atau saat kolaborasi pertama dengan fungsi Marketing |
| Untuk siapa | Marketing Team, Sales, Presales, Leadership, Content Creators, dan semua yang berinteraksi dengan fungsi Marketing |
| Prasyarat | Memahami About Divistant dan Core Values (CIRCCA) |
Tujuan & Outcome
| Tujuan | Outcome |
|---|---|
| Memahami peran Marketing dalam value chain Divistant | Kejelasan tentang kapan dan bagaimana melibatkan Marketing |
| Mengetahui prinsip kerja dan standar kualitas Marketing | Konsistensi dalam pendekatan dan deliverable |
| Memahami marketing funnel dan touchpoints dengan fungsi lain | Kolaborasi yang efektif antara Marketing, Sales, dan Presales |
Definisi Istilah
| Istilah | Definisi |
|---|---|
| MQL | Marketing Qualified Lead — lead yang sudah memenuhi kriteria marketing dan siap diteruskan ke Sales/Presales |
| SQL | Sales Qualified Lead — lead yang sudah divalidasi oleh Sales dan memiliki potensi menjadi opportunity |
| ICP | Ideal Client Profile — profil perusahaan target yang paling cocok dengan layanan Divistant |
| ABM | Account-Based Marketing — strategi yang memfokuskan resources pada target accounts tertentu |
| TOFU/MOFU/BOFU | Top/Middle/Bottom of Funnel — tahapan dalam marketing funnel |
| CTA | Call-to-Action — elemen yang mendorong audience untuk mengambil tindakan spesifik |
| Thought Leadership | Positioning sebagai expert di industri melalui content, speaking, dan media |
Peran Marketing di Divistant
Marketing adalah engine yang membangun kepercayaan pasar terhadap Divistant sebagai Trusted Digital Architect — bukan sekadar menghasilkan leads.
Marketing bukan fungsi pendukung — Marketing adalah strategic function yang secara langsung mempengaruhi brand perception, pipeline quality, dan market positioning. Posisi Marketing berada di persimpangan antara:
| Dimensi | Peran Marketing |
|---|---|
| Market ↔ Divistant | Menerjemahkan kapabilitas Divistant menjadi narrative yang resonant di pasar |
| Presales ↔ Market | Menyediakan qualified leads dan brand awareness yang mempercepat presales cycle |
| Brand ↔ Revenue | Membangun brand equity yang mendukung premium positioning dan trust |
| Data ↔ Decision | Menyediakan market intelligence untuk keputusan strategis bisnis |
Tim Marketing
| Role | Tanggung Jawab | Terlibat di Area |
|---|---|---|
| Marketing Lead | Strategy, planning, KPIs, budget, team coordination | Seluruh area marketing |
| Content Marketing | Content strategy, article writing, case studies, thought leadership | Content & Thought Leadership |
| Digital Marketing | SEO, SEM, social media, email marketing, analytics | Digital & Channels |
| Design & Creative | Visual identity, collateral, presentations, brand compliance | Brand, Content Production |
Marketing bekerja erat dengan:
| Fungsi | Kolaborasi |
|---|---|
| Sales / Account Manager | Lead handoff (MQL→SQL), campaign alignment, customer insights |
| Presales | Content untuk proposal support, case studies, technical content |
| Delivery / Engineering | Success stories, technical thought leadership, SME content |
| Leadership | Strategic direction, budget approval, executive branding |
| HR / People & Culture | Employer branding, recruitment marketing, internal comms |
Prinsip Kerja Marketing
Lima prinsip ini menjadi panduan dalam setiap aktivitas Marketing, diselaraskan dengan nilai CIRCCA:
| Prinsip | Penjelasan | Nilai CIRCCA |
|---|---|---|
| Audience-First | Selalu mulai dari pain points dan aspirasi target audience, bukan dari apa yang ingin kita jual. Tanyakan "apa yang mereka cari?" sebelum "apa yang mau kita sampaikan?" | Impact |
| Data-Driven | Setiap keputusan marketing didukung data — dari content topics, channel selection, hingga budget allocation. No vanity metrics | Curiosity |
| Consistent Voice | Satu brand, satu voice — di semua touchpoints. Dari LinkedIn post hingga proposal cover, brand experience harus konsisten | Commitment |
| Sales-Aligned | Marketing dan Sales punya shared goals, shared language, dan shared metrics. Regular sync bukan opsional | Respect |
| Experiment & Learn | Berani coba channel/format/messaging baru. Ukur hasilnya. Scale yang berhasil, stop yang tidak | Courage, Adaptability |
Marketing Funnel
Berikut adalah marketing funnel Divistant — dari brand awareness hingga customer advocacy:
Detail per Fase
| Fase | Aktivitas Utama | KPI Utama | Halaman Referensi |
|---|---|---|---|
| Awareness | SEO, social media, events, PR, paid media | Impressions, website traffic, brand mentions | Website & SEO, Social Media |
| Interest | Blog articles, newsletter, webinars, lead magnets | Subscribers, engagement rate, time on page | Content Strategy, Email Marketing |
| Consideration | Case studies, whitepapers, comparison guides, ROI tools | Downloads, content engagement, return visits | Case Study & Success Stories, Thought Leadership |
| Intent (MQL) | Contact forms, demo requests, ABM campaigns, lead scoring | MQLs generated, conversion rate, cost per MQL | Marketing Funnel & Lead Management, ABM |
| Handoff | Lead handoff to Sales/Presales, qualification support | MQL→SQL conversion rate, handoff SLA compliance | Marketing-Sales Alignment |
Kapan Marketing Terlibat?
| Trigger | Siapa yang Request | Aksi Marketing | SLA Response |
|---|---|---|---|
| Butuh content untuk proposal/pitch | Presales / Sales | Provide case studies, one-pagers, collateral | 3 hari kerja |
| Event/webinar planning | Leadership / Sales | Event planning, promotion, registration management | 2 minggu sebelum event |
| New service/product launch | Product / Leadership | Go-to-market campaign planning & execution | 4 minggu lead time |
| Butuh brand materials | Semua departemen | Design collateral sesuai brand guidelines | 5 hari kerja |
| Customer success story | Delivery / PM | Case study development (interview → write → approve → publish) | 2 minggu |
| Employer branding content | HR / People & Culture | Recruitment marketing, culture content | 1 minggu |
Cara Request Marketing Support
- Buat Issue di BizOps Helpdesk dengan kategori "Marketing Request"
- Jelaskan kebutuhan: jenis deliverable, target audience, deadline
- Marketing Lead akan melakukan triage dan assign ke team member
- Tracking progress via Helpdesk ticket
Quality Standards
Marketing mengikuti standar mutu dari Quality Policy Divistant:
| Area | Standar | Target |
|---|---|---|
| MQL Generation | Jumlah MQL per bulan | Target disesuaikan per quarter |
| MQL→SQL Conversion | Persentase MQL yang diterima Sales sebagai SQL | ≥ 25% |
| Content Velocity | Jumlah content published per bulan | ≥ 8 pieces |
| Brand Consistency | Audit compliance terhadap brand guidelines per quarter | ≥ 95% |
| Website Traffic Growth | Year-over-year organic traffic growth | ≥ 30% |
| Email Engagement | Newsletter open rate | ≥ 25% |
| Social Engagement | Average engagement rate di LinkedIn | ≥ 3% |
KPI lengkap dibahas di Marketing KPIs & Dashboard.
PDCA Cycle dalam Marketing
Sesuai ISO 9001 dan Quality Policy, Marketing menerapkan siklus Plan-Do-Check-Act:
| Fase | Penerapan di Marketing |
|---|---|
| Plan | ICP research, campaign planning, content calendar, budget allocation |
| Do | Content production, campaign execution, social media management, events |
| Check | KPI monitoring, campaign analytics, A/B testing results, feedback dari Sales |
| Act | Optimize underperforming campaigns, scale winning strategies, update playbook |
Template & Aset
Internal (Know)
| Aset | Deskripsi |
|---|---|
| Marketing Playbook (halaman ini) | Panduan lengkap marketing |
| ICP & Buyer Persona | Profil target audience |
| Quality Policy | Standar mutu Divistant |
Presentasi (Show)
| Aset | Deskripsi |
|---|---|
| Marketing Dashboard | Overview KPIs & campaign performance |
| Monthly Marketing Report Template | Template laporan bulanan |
| Campaign Proposal Deck | Template untuk propose campaign baru |
Customer-Facing (Share)
| Aset | Deskripsi |
|---|---|
| Brand Kit | Logo, warna, font untuk external use |
| Company Profile (PDF) | Dokumen profil perusahaan |
| Service Brochures | Brosur per domain layanan |
Semua template tersedia di Templates & Assets Library.
Skenario Umum
Skenario 1: Sales minta collateral untuk meeting besok
Situasi: Account Manager butuh one-pager atau case study untuk meeting klien besok.
Tindakan: Cek dulu di Templates & Assets Library — kemungkinan besar sudah ada collateral yang bisa dipakai. Jika belum ada yang cocok, hubungi Marketing Lead untuk fast-track request. Untuk kebutuhan mendadak, gunakan template yang ada dan customize minimal.
Skenario 2: Mau launch service baru tapi belum ada marketing materials
Situasi: Product team mau launch service/solution baru, butuh go-to-market support.
Tindakan: Jangan langsung buat materials. Mulai dari Positioning & Messaging Framework — pastikan messaging untuk service baru sudah clear. Lalu buat materials sesuai prioritas: one-pager → landing page → case study (kalau sudah ada) → campaign.
Skenario 3: Ada event/conference dan Divistant mau hadir
Situasi: Leadership putuskan Divistant akan sponsor/hadir di conference.
Tindakan: Gunakan Events checklist. Minimal 4 minggu lead time. Koordinasi: booth design, collateral preparation, speaker submission, pre-event promotion (email + social), on-event live posting, post-event follow-up leads.
Skenario 4: Content idea tapi tidak yakin worth investing
Situasi: Seseorang punya ide content (blog, video, infographic) tapi belum tahu apakah layak diprioritaskan.
Tindakan: Evaluasi dengan framework: (1) Apakah sesuai ICP? (2) Apakah menjawab pain point di Buyer Persona? (3) Apakah ada search demand (SEO keyword research)? (4) Apakah bisa di-repurpose ke multiple formats? Jika 3 dari 4 "ya", prioritaskan.
Checklist
Onboarding Marketing Team Member Baru
- Baca Marketing Playbook (halaman ini + homepage)
- Pahami ICP & Buyer Persona
- Review Positioning & Messaging Framework
- Pelajari Brand Guidelines
- Akses BizOps: Blog, Newsletter, CRM modules
- Review 5-10 content terbaik yang sudah published
- Kenalan dengan Sales/Presales team dan pahami pipeline
- Review Quality Policy dan Core Values
Monthly Marketing Checklist
- Content calendar untuk bulan depan finalized
- Newsletter sent sesuai schedule
- Social media content posted sesuai calendar
- Campaign performance review completed
- MQL report shared ke Sales
- Marketing-Sales sync meeting conducted
- Brand audit check (sampling 5-10 touchpoints)
Tanggung Jawab
| Aktivitas | Marketing Lead | Content Mkt | Digital Mkt | Design | Sales |
|---|---|---|---|---|---|
| Marketing strategy | R/A | C | C | I | C |
| Content production | A | R | C | R | I |
| SEO & website | A | C | R | C | I |
| Social media | A | R | R | C | I |
| Email/newsletter | A | R | R | C | I |
| Campaign execution | R | C | R | C | I |
| Lead management | R | I | R | I | C |
| Brand compliance | A | C | C | R | I |
| KPI reporting | R | C | C | I | I |
| Event management | R | C | C | C | C |
R = Responsible, A = Accountable, C = Consulted, I = Informed
Referensi
Standar:
- Quality Policy — ISO 9001:2015, PDCA cycle, sasaran mutu
- Core Values (CIRCCA) — Nilai inti yang memandu perilaku
Halaman terkait dalam Marketing Playbook:
- Marketing Playbook (Homepage) — Navigasi lengkap & standar struktur page
- ICP & Buyer Persona — Target audience definition
- Positioning & Messaging — Value proposition & messaging
- Marketing KPIs & Dashboard — Metrik dan target performa
Playbook lain:
- Presales Playbook — Handoff MQL dan content support
- Sales Playbook — Marketing-Sales alignment
- Company Playbook — Kebijakan dan standar perusahaan
- Service Catalog — Domain layanan Divistant