1. Transformation
Andy Barraclough, Senior Director Marketing Europe

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Internal and External Factors Drove Need to Change

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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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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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Buy In
Implement: Output – End 2013

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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

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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%+.