Everyone knows that technology by itself can only get you so far – even great software must be paired with business process change and organizational collaboration to yield the greatest possible results. But how do you take a transformational set of marketing goals through to execution and success? Join Christine Nurnberger, VP of Marketing at SunGard Availability Services, and Cyndie Beckwith, Executive Director of Expert Services at Marketo, to learn about approaches to making the most of an enterprise marketing automation implementation, including how to: -Optimize processes for revenue generation and sales-marketing alignment -Make the business case for implementing marketing software -Partner with your vendor to jointly navigate a framework for project success

1. www.sungardas.com
SunGard’s Secrets for Revenue
Generation

2. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
SunGard Availability Services Marketing Revolution
 Lead volume focus
 Whitepapers circa 2008
 Spray and pray
 Linear campaigns
 Limited availability to test
subject and asset
performance
 No visibility for sales into
campaign or web activity
 Campaign KPI reporting
only
2
 Alignment with revenue
performance objectives
 Content-centric
marketing
 Granular segmentation
 Progressive nurturing
and scoring programs
 Extensive testing before
every launch
 Sales integration with
marketing activity
 Closed loop to revenue

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Revenue Modeling – Cost Center to Profit Center
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 Goal – predictive,
scalable model
 Analysis is both top
down and bottom
up
 Quota assigned to
all marketing
functions

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Content Marketing Development
1. Is the topic customer/prospect driven?
• Listening across social channels, community forums, and our own
Learning Lab
2. Aligned with market trends?
• Vetted with analysts, industry consultants, thought leaders
3. Compelling?
• Duh! More difficult than you might think…
4. Going to break through the noise?
• Creative, aligned with the right audience, delivered through the
right channels
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How can we break through the noise????

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“Zombie/ WWZ” Email Spotlight
• Infographic generated 2,846 clicks to
date across marketing channels
• 1-click social share function added to
campaign and generated:
• 439 Clicks on LinkedIn Share
• 394 Clicks on Facebook Share
• 222 Clicks on Twitter Share
• Survival Manual generated 2,405 clicks to date across
marketing channels
• 200 clicks on the zombie survival kit promotional giveaway
• 1-click social share function added to campaign and
generated:
• 329 Clicks on LinkedIn Share
• 323 Clicks on Facebook Share
• 310 Clicks on Twitter Share
Non-responder version Responder version

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“Zombie Survival Kit” Promotion
Mail 1- video loaded on Flash drive Mail 2 – “Zombie Survival Kit” w/ personalized
letter & Cloud and/or DR printed asset
Media contact @ZDNet… “It elevated the visibility
and memorability of SunGard AS in my mind.”
Tweet from Rachel Dines- Analyst,
Forrester… “Just received
everything I could ever need for the
zombie apocalypse. Thanks
@SunGardAS and ZAPA!
Derek Brown, CSIO, West Penn
Allegheny Health Systems to Allen
Rich, Sarah Ezell…“Hey, nice
marketing campaign – loved the
zombie survival kit – very nicely
done!”…and the brochure was on his
desk!
Media contact @Information
Management… “It’s one of the
most creative campaigns I’ve
received and thanks to that,
SunGard AS is high on our radar
now for interview opportunities”
Media contact
@eWeek... “I don’t
think I’ve had a
personalized video like
that previously, I’m
honored”

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Example - Prospect Nurture Program
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Example Prospect Campaign Highlights – by the numbers
• Click-to-open rate has
increased by 42% over 2012
• Increased target audience by
150,000+ contacts
• NEW social share function
resulted in 1055 total clicks
• “Cost of Doing It Wrong”
whitepaper yielded highest
click-to-open rates among C-
Level Executives and
VP/SVP level and is the top
performing asset to date
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10. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Why we chose Marketo over Eloqua
 Marketo offers a robust marketing automation system,
yet is user friendly and allows the team develop and drive their own
advanced marketing programs
 Tight integration with Salesforce, that is easy to implement and
manage (no data cards)
 Template process for Assets (Email & Landing Page) in order to
standardize look and feel across programs
 Single Sign-on with Marketo Sales Insight – allows us to enhance
collaboration between Marketing and Sales; by providing insight into:
• All Marketing Activity (Emails, Web visits, Interesting Moments, Lead Scores)
• Extends the ability for Sales to nominate leads & contacts into Marketing
Campaigns or Send out Marketing Generated Emails
 Marketo provided us with more confidence that they would be a good
strategic partner and provide us with appropriate support through their
Consulting Services and Create Services teams.
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Marketo Business Case
 Time to market vs. re-
implementation of Eloqua
 Total cost of ownership
including operations staff
 IT resource availability and
priorities
 Data management cost and
considerations
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12. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Marketo Operations Results
 Marketo handles 99% of our marketing program lead
management
 Since implementing Marketo we have been able to:
• Introduced Lead Scoring
• Streamlined Lead Processing
• Cleanse data to meet the Salesforce lead requirements
• Developed programs to automate data standardization and keep
these in alignment for both Job Roles and Lead Annual Revenue
Range
• Implemented APIs to bring in web form information to keep inbound
and outbound information flowing through single system
• Built a program to Revive previously Disqualified Leads
• Utilize the out of the box Marketo Reports to evaluate Email,
Landing Page and campaign effectiveness
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Report Example:
Email Activity by Revenue Range Segment
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Report Example:
Content Tracking Program Report
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Report Example:
Landing Page Performance
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16. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Report Example:
Sales Insight Anonymous Web Activity
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17. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Report Example:
Sales Insight Best Bet Dashboard
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18. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Shift from Cost Center to Profit Center
Alignment with revenue
performance objectives
Commitment to quality and
excellence
Right mix of services
providers
Clearly defined KPIs and
business processes
Strong marketing
automation partner
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19. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY 19
Confidentiality Statement
Copyright ©2012 by SunGard Availability Services (or its subsidiaries, “SunGard”). All rights reserved. No parts of this
document may be reproduced, transmitted or stored electronically without SunGard’s prior written permission.
This document contains SunGard's confidential or proprietary information. By accepting this document, you agree
that: (A)(1) if a pre-existing contract containing disclosure and use restrictions exists between your company and
SunGard, you and your company will use this information subject to the terms of the pre-existing contract; or (2) if no
such pre-existing contract exists, you and your Company agree to protect this information and not reproduce or disclose
the information in any way; and (B) SunGard makes no warranties, express or implied, in this document, and SunGard
shall not be liable for damages of any kind arising out of use of this document
Trademark Information: SunGard and the SunGard logo are trademarks or registered trademarks of SunGard Data
Systems Inc. or its subsidiaries in the U.S. and other countries. All other trade names are trademarks or registered
trademarks of their respective holders.

20. www.sungardas.com
Client Services Overview

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Experience to Ensure Your Success
 60,000+ hours of hands-
on customer experience
 3,000+ customers
enabled across 35
countries
 5 billion campaigns
executed
 3 billion landing pages
served
 With 99.995%+ uptime

22. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
A Complete Services Network
Education
Premier
Support
Global
Partner
Ecosystem
Customer
Success
Community
Expert
Services
Comprehensive
support services
achieving over 95%
response SLA
Robust community of over
30,000 peers for learning,
sharing, networking
Training and
education
from world-
class experts
Packaged and custom expert services
with over 60,000 hours of customer
experience
Certified partners
providing technical
solutions and best
practices
Your
Marketing
Team

23. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Marketing Maturity Varies by Customer
Expertise to Move You Along the Maturity Curve
Revenue
Performance
Management
Integrated
Revenue
Cycle
Lead
Management
Demand
Generation
Continuous analysis
& optimization
Embrace multi-
channel program
delivery
Social marketing
Alignment between
sales and marketing
Integrationto 3rd
partysystems
Create dynamic
content,manage
campaigns/events
Lead nurturing
CRM Integration
Leverage
automatedemail
or direct mail
Landing pages
Lead scoring
Predictablerevenue
forecasting
Globalmarketing
alignment

24. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Leveraging Marketo Expertise Consistently
Drive
ServicesDefine
Discove
r
Deliver
Education
Services
Revenue
Transformation SvcsProfessiona
l
Services
Foundational
Training
Implementation Services
Technical & Integration Services
Campaign & Design Services
Ongoing Expert
Services
Premier
Support
Elite Success
Customer Success Standard Services
Customer
Success
Services
Customer Support Standard Services
Support
Services
Implementation
Advanced & Custom
Education
Enterprise
Awareness &
Rollout

25. © 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY
Business
Need
Business
Value
Solution
Validation
Organizational
Enablement
Value
Realization
Client Services Partnership Commitment