Transformation Andy Barraclough, Senior Director Marketing Europe

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2

Internal and External Factors Drove Need to Change

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3

Challenges for Pega

• Compelling

Content

• Domain

Expertise

• Simple,

compelling and

well

communicated

messaging

• Sales and

Marketing Not

Aligned Against

A Common

Model

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4

Buy In

Research: What did we do – April ‘13 to Dec ‘14

Internal Pilot

Further Research

Honing our Approach

Please rate the information sources you consider the

most influential when making a corporate purchasing

decision: Where do you congregate with peers to learn about

best practices or to network?

Which social networking or other online interaction forums

are you currently active professionally?

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5

Buy In

Implement: Output – End 2013

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6

Progress Through 2014

• Map existing contact Database by Persona

• Counts, gap analysis, hot spots

• Improve external analysis to further hone existing Persona and validate

• Watering holes, social media usage, influencers etc.

• Content audit by Persona across the buying cycle

• Where are the gaps, plan to close

• Analytics by campaign on engagement, active contacts, response etc.

• Test and Learn, Test and Learn

• Develop further Persona’s where gaps identified, rationalise existing

Persona’s if needed

© 2014 SiriusDecisions. All Rights Reserved

7

The Results Are In…

Database & Engagement Business Contribution Marketing Sales

Number of Contacts

Responding to Marketing

Communications

Number of

contacts mapped

to a persona.

Consistency of

language

Deeper Customer

Understanding

Improved alignment

2013 2014

100%

SQLs

(YoY)

50%

Conversion

(YoY)

• Number of

opportunities &

pipeline value up

by 20%+.