This document outlines CA's transition to an account-focused marketing strategy called Account-Based Marketing (ABM). It describes how CA realized they needed to change from siloed sales to a more holistic customer relationship approach. The document then details CA's journey over the past year to implement an ABM strategy across marketing, sales, and other teams. This included pilot programs, gaining support, and building out scalable programs. It concludes by highlighting keys to success like sales buy-in, using customer data, and partnering with vendors to collaborate across teams and execute an integrated ABM approach.

1. 1 © 2017 CA. ALL RIGHTS RESERVED.
THE ROAD TO ABM
CA’s Journey to an Account-
Focused Strategy
Laura Drake
SVP Global Field and Partner Marketing
CA Technologies
Erica Short
Global Marketing Manager
CA Technologies

2. 2 © 2017 CA. ALL RIGHTS RESERVED.
Business, rewritten by software
From planning to development to management to security, at CA we create
software that fuels transformation for companies in the application economy.
TM

3. 3 © 2017 CA. ALL RIGHTS RESERVED.
Are you ready
to transform
your business?
You are now the underdog.
Business, rewritten by software
TM

4. 4 © 2017 CA. ALL RIGHTS RESERVED.
The real disrupters:
your customers.
Business, rewritten by softwareTM

5. 5 © 2017 CA. ALL RIGHTS RESERVED.
Experience is everything.
In business and in life, we choose the things we like,
seeking them out over and over again. The things we
don’t enjoy we avoid like the plague.
Experience drives our decisions. Of course, that’s
never been more true than in the application
economy. Today’s customers are empowered and
have more choices than ever.
Providing a superior customer experience is a simple
concept, yet deceptively difficult to execute.
The Bottom Line: Customer Experience is THE prime differentiator in business today.

6. SLIDE 6
SALES AND MARKETING AT CA
EVP Field Ops CMO
BU Sales SVPs
SVP
Field / Partner
Marketing
NA SVP
EMEA SVP
LATAM SVP
APJ SVP
Partner SVP
SVP Corporate
Marketing
SVP Product
Marketing
SVP Corporate
Communications
BU Aligned
Regional Marketing
NA VP
EMEA VP
LATAM VP
APJ VP
Partner VP
ABM Regional Program
Global ABM

7. SLIDE 7
WHAT SIGNALED THAT WE NEEDED A CHANGE?
Selling into Silos
Over-rotated
on Digital Sales
Relationship
Whitespace

8. SLIDE 8
WHY ABM?
RETAIN
Programs
targeted to existing
customers/includes
cross sell
ACQUIRE
Programs
aimed at “NEW”
customers to CA
COMPETE
Programs aimed
at competitive
install base
MIGRATE
Programs designed
to get existing
customers to a
new release

9. SLIDE 9
THE LAST TWELVE MONTHS…
§ Marketing Team Alignment and Understanding
§ Understanding our Bandwidth
§ Big Room Planning Pilots Globally
§ Gaining Mindshare
§ Building out a Scalable Program
PIPELINE!!!

10. SLIDE 10
SELLING ABM WITHIN THE ORGANIZATION
Product
Marketing
Install Base
Marketing
Customer
Success
Events
Contact
Intelligence
Sales
Integrated
Marketing
Field
Marketing
RELATIONSHIP PLAN
ACCOUNT & PEOPLE
BASED MARKETING PLAN

11. SLIDE 11
Audience Acquisition Behavior Conversion
CA INTEGRATED ABM CUSTOMER EXPERIENCE
Demandbase
Personalization
Target
Accounts
Demandbase
Forms/Chat
Mintigo
Identified
Integrate
Campaigns
Demandbase
Analytics
Demandbase
Advertising

12. SLIDE 12
PULLING IT ALL TOGETHER – THE NEXT TWELVE MONTHS
Execution
Sales
Leadership
Buy-in
Received
Leverage
Vendors as
Strategic
Partners
for Team
Collaboration
Kicking off
our new
fiscal year
with ABM!
Classifying our
accounts to scale
Strategic
Lite (Hybrid)
Digital
Aligning
our
programs
to RACM
Big Room
Planning
and Agile
Methodologies
Regular
Checkpoints
/ Track
Metrics
FY18

13. § Sales buy-in and
participation is key
§ Data is your friend
§ Partner with the right vendors
(and refer to them as partners!)
KEY TAKE AWAYS

14. THANK YOU