Embedded Analytics in CRM and Marketing
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The Pentaho webinar discusses how embedded analytics can enhance CRM, marketing, and social media platforms, contributing to business success. Key trends in the CRM market highlight growth opportunities and the importance of flexibility in analytics for improving customer engagement and product adoption. The document also emphasizes the challenges and benefits of incorporating advanced analytics into SaaS products while mentioning recent success stories from companies like Marketo and Paytronix.
Embedded Analytics in CRM and Marketing
- 1. Pentaho Webinar Series: Changing the Game for ISVs August 27, 2013 © 2013, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 1
- 2. Improving User Experience of CRM/Marketing/Social Media Platforms with Embedded Analytics The Impact Embedded Analytics Can Make to Your Bottom-Line Presenters: Kevin Dobbs, CEO, Montclare Ben Hopkins, Product Marketing, Pentaho 3
- 3. About Pentaho • • • Recognized leader in business analytics & data integration Subscription-based business model Achieved critical mass: • • • • Over 1,200 commercial customers Over 10,000 production deployments Over 185 countries Stewardship of most important open source analytics projects INDUSTRY RECOGNITION OVER 160 PARTNERS GLOBALLY 4
- 4. Guest Speaker Kevin Dobbs, CEO, Montclare Kevin is the founder and CEO of Montclare, a leading advisory firm exclusively focused on building profitable SaaS businesses. Kevin is an Oracle alumni who started his career working with industry icons Marc Benioff, Craig Conway and Tom Siebel. He also held executive management positions with Edify, Workscape, Kadiri and Workstream where he was responsible for developing each company’s new SaaS products and businesses. Active in the SaaS community, Kevin is frequently a speaker at SaaS and Cloud Computing industry events. He has published many popular papers on building high value SaaS businesses and is the author of the Smart SaaS blog. 5
- 5. Leveraging Embedded Analytics To Gain Advantage In The CRM Market Kevin Dobbs, CEO 6
- 6. CRM Market is Hot Even though the CRM market is maturing, the core market is still experiencing brisk growth! CRM market grew by 12% in 2012, 3x as fast as other application sectors CRM worldwide market grew from $16B to $18B attaining a 12.5% growth rate from 2011 to 2012 40% of all CRM products sold in 2012 were SaaSbased Source: Gartner, April 2013 Source: Forrsights Software Survey, Q4 2012 7
- 7. Adjacent Markets Are Also Growing • • • • Customer Support/Help Desk Marketing Field Services Customer Success Marketo Shares Pop More Than 50% in IPO. May 2013 Salesforce.com Buys ExactTarget for $2.5 Billion Gainsight Raises $9 Million for Customer Success TOA Raises $66 Million For Global Field Service June 2013 April 2013 July 2013 8
- 8. The CRM Trends To Watch Many of these trends are based on advanced analytics and Big Data Trends for 2013 1. Enterprises must navigate digital disruption 2. Companies will transform to become experience-driven organizations 3. Brands turn attention to CX design 4. Untamed processes will get more attention (cross functional) 5. Agile implementation approaches will scale to enterprise level 6. Social customer engagement will move to mainstream 7. Mobile applications will empower consumers and employees 8. Marketing tech will drive customer engagement innovation 9. Navigating the customer analytics ecosystem is crucial 10. Organizations will adopt flexible CRM management practices to capitalize on SaaS 11. Customer experience disciplines will cut costs and boost profits 12. VOC programs will drive action and demonstrate results Source:The Top CRM Trends for 2013, William Band, Forrester, 2013 9
- 9. Challenges To SaaS CRM Success Common customer issues with all types of Sales, Marketing and Service-based products: • Data overload • Hard to gain visibility across large amounts of data • Tools can be complex and hard to use • Information resides in many, disconnected systems • Can’t easily implement newest capabilities • Slow time to value 10
- 10. Challenges Facing SaaS Companies Leveraging external R&D team for non-core technology • Deliver quickly; dramatically improved time to market • Commercialized open source products, large developer community supporting the products and increasing innovation • Keep ISVs development team and investments smaller • Embedded or OEM model • Tap into needed domain expertise 11
- 12. Pentaho Embedded Analytics at Marketo SaaS Marketing Automation Provider “Looking for both a modern, flexible technology and a true partner, Pentaho helped us meet our goal of rapid time to market and delivered a feature rich product to the market in just 8 weeks.” --George Jaquette, SVP of Engineering, Marketo Business Challenge Wanted to add reporting, analysis and dashboard capabilities for their new module – Revenue Cycle Explorer and needed to go to market FAST! Pentaho Benefits • Go to market in just 8 weeks! Why Pentaho • Easy rebranding and integration with Marketo’s security. • Expert services and support enable quick go to market. • Pentaho roadmap transparency & alignment with Marketo roadmap. • Extended Marketo platform, resulting in new revenue stream. • Increased functionality and compelling visualizations for end users. 13
- 13. Pentaho Embedded Analytics at Paytronix Customer Loyalty Solutions Provider “With Paytronix Data Insights, the Pentaho tools and our proprietary algorithms, customers experience an 80% reduction in ETL processing time, resulting in a self-service and costeffective experience.” --Andrew Robbins, President, Paytronix Business Challenge Wanted to provide clients with deeper analytics to optimize loyalty programs based on customer behavior. Also, needed a faster extract, transform, and load process (ETL). Why Pentaho Pentaho Benefits • Clients can now access new customer data types in • Knowledgeable services and active community • Strong data integration solutions • Multi-tenant capabilities an integrated view – including social media data • Ability for clients to quickly react to mobile user behavior and individual store performance trends 14
- 14. Importance of Product Adoption and Consumption in the CRM Market Kevin Dobbs, CEO 15
- 15. Poll What Type of Application Does Your Company Develop? ☐ Sales Management Social CRM ☐ Field Management ☐ CRM Only ☐ Marketing ☐ Vertical Application 16
- 16. Delivering a Superior CRM Customer Experience Understanding the importance of adoption and consumption Commitment Internalization Support Institutionalization Acceptance Change Management Adoption Training Initial Use Perception Positive Perception Communication Understand Preparation Aware Unaware Time Source: Product Adoption and Consumption Curve. Glenn Oclassen, 2012 Go Live 17
- 17. Flexible Analytics Propel CRM SaaS Products Increase Customer Adoption and Consumption 18
- 18. Addressing CRM Adoption Challenges Adding New CRM Capabilities Quickly Adding complimentary capabilities; no internal expertise in areas like Analytics, BI or Big Data Looking for new features that engage users Support for mobile Social Mobile Competitive advantages are hard to maintain Analytics Integration Rate of change has increased and customers expect rapid innovation Single Sign-On New Features “Plug & Play” ISV SaaS Platform 19
- 19. Examples of OEM Products SaaS Add-On market is growing Security / SSO Integration Big Data Social Mobile 20
- 20. Sales Use Case How Embedded Analytics Can Help Territory Management • In-line reporting and visualization • Can see activity in regions/territory • Spot trends • Build automated reports with charts • ‘What if’ analysis 21
- 21. Marketing Use Case How Embedded Analytics Can Help Campaign Management • Review single campaigns or entire series of events • Identify trends of respondents and buyers • Understand which programs are working • Quickly determine Customer Acquisition Costs 22
- 22. Social Use Case How Embedded Analytics Can Help Social Sentiment • Aggregate data • Detect patterns based on themes, geographies, companies • Understand which campaigns convert to leads • See behavior of followers or social media members 23
- 23. Learn More About The SaaS Model And Market Montclare is a leading provider of SaaS resources including research, services and a SaaS-focused online community. The Montclare team has been actively involved in the SaaS industry since it’s inception, profiling leading firms, speaking at industry events and providing business guidance to a full spectrum of software companies. The Montclare Community has been design to help software professionals gather more information about SaaS. This new beta community allows members to them watch current SaaS video content, learn what’s happening in SaaS through news feeds and information shared by industry thought leaders, they can also connect with their peers and share industry best practice ideas and information. Visit Montclare.com for more information. The Montclare SaaS 250 is a report identifying the 250 most influential SaaS companies in the world. The document provides analysis of the industry as well as individual companies. These companies are categorized by revenue size, solution type and geographic location. The report is a critical tool for competitive analysis, go-to-market programs and market segmentation. Montclare’s SaaS 250 is a valuable tool for software executives, investors and analysts due to it’s insight within this fast-paced market. The Report is available exclusively through the Montclare site at: montclare.com/saas250. Become a member for free today at montclare.com 24
- 24. Q&A 25
- 25. Ben Hopkins, Product Marketing bhopkins@pentaho.com Kevin Dobbs, CEO, Montclare kevin.dobbs@montclare.com Tel. +1 415-525-5540 Tel. +1 510-336-0019 pentaho.com montclare.com © 2013, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 26
- 26. Thank You Join the conversation. You can find us on: blog.pentaho.com @Pentaho Facebook.com/Pentaho Pentaho Business Analytics © 2013, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-7555 27
Editor's Notes
- #3: Note: Second set of challenges – tapping into external R&D team to leverage their innovation and budget to deliver new capabilities
- #12: Note: Second set of challenges – tapping into external R&D team to leverage their innovation and budget to deliver new capabilities
- #14: Marketo’s new web-based revenue performance management solutions embed functionality for slicing and dicing data and creating ad-hoc reports and dashboards. Thanks to Pentaho’s services, Marketo brought its new product to market in just eight weeks; building it themselves would have taken three months with four full-time engineers. George Jaquette, SVP of Engineering at Marketo, explains,“We were looking to partner with a cloud-deployable, flexible BI technology provider. Pentaho helped us meet our goal of rapid time-to-market by delivering a feature-rich product in just eight weeks."
- #15: Marketo’s new web-based revenue performance management solutions embed functionality for slicing and dicing data and creating ad-hoc reports and dashboards. Thanks to Pentaho’s services, Marketo brought its new product to market in just eight weeks; building it themselves would have taken three months with four full-time engineers. George Jaquette, SVP of Engineering at Marketo, explains,“We were looking to partner with a cloud-deployable, flexible BI technology provider. Pentaho helped us meet our goal of rapid time-to-market by delivering a feature-rich product in just eight weeks."
- #18: By adding a flexible analytics tool, it makes CRM/Social products more functional and interesting… which encourages use along with other benefits like upselling, renewals etc.This should be part of all B2B ISVs strategy to offering a superior customer experience
- #19: Note: Third set of challenges – SaaS companies need to carefully monitor their Costs of Goods Sold as a percent of their total revenues This is critical to profits and margins
- #20: Note: First set of challenges – delivering new and engaging capabilities quickly