1 © Copyright – Sidetrade 2018

Leveraging the power of

Predictive Sales & Marketing Glen Westlake – VP of Strategic Alliances – Sidetrade

10th July 2018

Sidetrade, the most compelling AI Customer platform

© Copyright – Sidetrade 2018

€90 m market capitalization

1,500+ customers

6 offices in Europe

240,000+ users

over 80 countries

220 talents

Proven Sidetrade’s AI Success

TRANSPORT, LOGISTICS

& RETAIL

LUXURY & CONSUMER GOODS SERVICES & FINANCIAL BUILDING & CONSTRUCTION

ENERGY & UTILITIES TECHNOLOGY & MEDIA LIFE SCIENCE & CHEMICAL

MANUFACTURING

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Analyst Reviews

4

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What is

Predictive Sales & Marketing?

Positioning in Marketing Technology Eco-system

6

Marketing

Automation CRM

Sales

Automation Mobile /Apps Web

Systems of

Engagement

Systems of

Insight

Enterprise

Data Social

Data

Company

Firmographic

s & Financials

CRM ERP Internal

External

Sales

Automation

Web

Analytics Marketing

Automation

Actionable

Predictive Insights

…who to target?

…with what message?

…when?

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www.brighttarget.com

5 Key Steps for Success from Augmented Sales & Marketing

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Step 4. Process Integration & Message Delivery

Step 1. Mass Data Collection & Enrichment

Step 2. Predictive Modelling

Step 3. Prescriptive / Actionable Insights

Step 5. Model Monitoring Sales & Marketing Focus

Outcome:

Increased Sales

AI Support Over The Full Customer Lifecycle

8 www.sidetrade.com

Grow Existing Customers

Acquire New Customers

Cross-sell

Opportunities

Customers/

Revenue

at Risk

Leads Sales Find new

leads Prioritise leads & Opportunities

Engage Retain Cross-sell Up-sell

Optimise Funnel

Actions: Prioritised

Contacts Advanced

Segments

Company

Search

Sales

Forecasts

Prioritised

Leads

Prioritised

Leads Prioritised

Opportunities

984

£105M

1,906

Number of Customers

Total Lifetime Value (£) future predicted profitability (over next 2 years)

£21M £16M £11M £5M £3M £3M

1,874

3,117 3,330

2,339

1,326

Frequent Purchasers

Mainstream Product X

Mainstream Product Y One Off

Purchasers

Loyal Returners New

Purchasers

Key Accounts

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Behavioural Segmentation & Predicted CLV

10 10

3A

Prospects

Likelihood to Convert

Pre

dic

ted

Cu

sto

me

r V

alu

e

Low Medium

Hig

h

High

Me

diu

m

Low

2A

Prospects

1A

Prospects

3B Prospects

2B

Prospects

1B

Prospects

3C

Prospects

2C

Prospects

1C

Prospects

Focus sales time on

best leads to increase

conversion rate

Reduce time wasted

by sales on leads that

will never close

Benefits

Optimise your

channel strategy –

send high value leads

to sales and nurture

those of lower value

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Predict Likelihood to Convert Prioritised by Future Value (CLV)

11 11

3A

Prospects

Likelihood to Convert

Low Medium

Hig

h

High

Me

diu

m

Low

2A

Prospects

1A

Prospects

3B Prospects

2B

Prospects

1B

Prospects

3C

Prospects

2C

Prospects

1C

Prospects

Pre

dic

ted

Cu

sto

me

r V

alu

e

Focus sales time on

best leads to increase

conversion rate

Reduce time wasted

by sales on leads that

will never close

Benefits

Optimise your

channel strategy –

send high value leads

to sales and nurture

those of lower value

© Copyright – Sidetrade 2018

Predict Likelihood to Convert Prioritised by Future Value (CLV)

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Challenges Sector: Manufacturing

Revenue: £500m Too many Suspects & Prospects in

SFDC & Marketo Low conversion rates Limited Sales Resources

Context Sales Ops Manager manually

chooses weekly call lists based on ‘gut feel’

Predictive Lead Scoring of Prospects & Suspects

analyzing far more variables than possible by the human eye/brain

Outcome +87%

Prospect Conversion

$3m

Additional Sales in 12 months

SFDC integration

Sidetrade’s Solution

Case study: Lead Scoring: Global Manufacturing

26% Churn rate

in 2017

‎

28.2m Revenue

at risk

5.6m Additional

annual revenue from 20% reduction

of Churn (26% -> 20%)

A1

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Churn Risk

A2

B2

C2

4151

Customers

A3

Cu

sto

mer

Valu

e

Low Medium

Hig

h

High

Med

ium

L

ow

1928 Customers

A1

640

Customers

B3

890

Customers

6343

Customers

B1

752 Customers

C3

6347

Customers

4425

Customers

C1

2345 Customers

AVG. ANNUAL SPEND

‎389K AVG.SPEND

‎238K AVG.SPEND

‎45K AVG.SPEND ‎78K AVG.SPEND ‎123K AVG.SPEND

‎258K AVG.SPEND ‎321K AVG.SPEND

‎432K AVG.SPEND ‎387K AVG.SPEND

F2F Sales

Inside Sales

Inside Sales

MKG Nurture

Case Study: Retention: European Services

Outcome

18%

New Stores Opened

+41% Growth in Revenue

Context

Manual analysis using internal BI Tools

Challenges Understand their Customers

(buyers personas)

Generate more revenue through personalised UpSell/Cross-Sell

Implementation

Predictive Behavioural Segmentation

of their Customers

Personalised Product Recommendations via eMail

Sidetrade’s Solution

Sector: Building Services Revenue: £550m

10K’s of Products

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Case study: Cross Sell: Building Services

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CRM & MA Integration - Predictive Variables

1

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Strategic Growth Underpinned by

Predictive Sales & Marketing

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Strategic Marketing Analytics – Annual Sales Targets… by Growth Areas

Retention 85%

Customer Marketing

15%

2017 Sales 2016

Sales

Acquisition 10%

Historic:

Planned: (Very little science applied = High Risk)

Retained 87%

Customer Marketing

17%

2018 Sales 2017

Sales

Acquisition 11%

Key Sales Metrics: Overall Growth Target Retention Rate Cross Sell Penetration Rate New Account Sales Rate

Time

Churn rate

Churn trend

Time

X-Sell rate X-Sell penetration trend

1) Do you know these?

2) How was your target set? £91M

£100M

£115M

£100M

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Strategic Marketing Analytics – Less Risky Revenue Management

Retention 87%

Customer Marketing

17%

2018 Sales 2017

Sales

Acquisition 11%

15% Most

at Risk Predictive Retention

Predictive X-Sell

Predictive Funnel

Optimisation

2018 Sales

Boosted by

Predictive

Additional Growth due to Predictive

Reduced Risk of missing Target

Boost Existing Campaigns with Predictive Insights

Which buyers are at high

attrition risk? Why?

Where are you not gaining share-of-

wallet? Why?

When do you lose new opportunities? Why?

£100M

£120M

Reduce Risk and Boost Growth with

Predictive Insights:

4) What is your Predicted

Opportunity?

3) How Predictable are your

Customers?

© Copyright – Sidetrade 2017

New white paper:

“The Ultimate Boardroom Measure for CMOs”

Message me via: GWestlake@Sidetrade.com or LinkedIn

Glen Westlake

VP Global Alliances, Sidetrade

0121 6631990

More Info