A whopping 65% of CMOs are expected to spend more money on marketing technology this year. But what technology should you buy and what should you prioritize when building your own marketing stack? Marketing experts Jonathan Margulies of the Winterberry Group and Joe Stanhope, SVP of Signal, present action steps marketers can take to align their technology and data investments with their cross-channel marketing goals. You’ll learn: - Key survey findings that detail how executive-level marketers are grappling with the marketing technology ecosystem - Steps marketers can take to get the most ROI out of their marketing technology investments to power cross-channel capabilities - How marketers can break down organizational silos and use people and processes to power their data strategy

1. Breaking Down Silos:
Preparing for a Cross-Channel Future
Winterberry Group & Signal Webinar

2. Joe Stanhope
SVP, Marketing
Signal
Jonathan Margulies
Managing Director
Winterberry Group
Today’s Speakers

3.  Key Findings
• Marketing Data Technology
 Breaking Down Silos
• Action Steps for Marketers
 Q&A
Today’s Agenda

4. We help marketers build the right foundation
for cross-channel marketing.
> We’re a SaaS marketing technology company founded in 2009.
> We’ve got 150+ people on our global team.
> We’ve raised $50 million from leading investors.
> More than 10,000 brands and agencies rely on our
patented, real-time solution.

5. About Winterberry Group
• Corporate/Growth Strategy
• Marketing System Engineering
• M&A Strategy and Due Diligence
• Market Intelligence
• Investment Banking, through

6. New White Paper Published January 20
Made possible by the generous
support of:

7. MarketingTechnology + Data = Crowded

8. Research Based on Interviews and Surveys of
Over 50 Senior Industry Execs
N=54

9. Today’s MarketingTech Use Cases Focus
Predominately on Activating Data

10. Marketers Regularly Rely on 12 or MoreTools
6.1%
51.5%
27.3%
3.0%
9.1%
3.0%

11. “First Generation” Priority: Support Basic Use
Cases, Reporting

12. Long-Term Priority: Support Scalability,
Emergent Use Cases, Advanced ROI Measures

13. “Integrated” or “Independent”? Users Say
They Have No Inherent Preference…
13.0%
17.4%
30.4%
17.4%
13.0%
8.7%

14. …ThoughThey Suggest Continued
Consolidation Is Probably a GoodThing
4.4% 4.4%
8.7% 8.7%
47.8%
26.1%

15. Why Integrate?To Generate Combined
Insights from Multiple Data Sources

16. Why Maintain Independence?To Support
Flexibility and Drive Innovation

17. Regardless of Model, It’s People and Process
that Unlock theValue ofTechnology

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unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
Why are marketers split?

19. • Cross-channel marketing remains an
unrealized goal
• Less than half of marketers are
leveraging data and technology for
key cross-channel initiatives such
as targeting, engagement and
measurement.
• There are no one-size-fits-all solutions
There’s no easy button for marketing.

20.  Complexity is the new norm
 Enterprise marketers on average are using more than 12 distinct
toolsets to support data-driven marketing efforts.
 A notable minority (9 percent) regularly work with 31 or more.
 Data Dependent
 The most commonly used toolsets – such as analytics platforms
powering audience segmentation and predictive modeling – rely on a
constant feed of consumer data to perform well.
 Organizational Silos
 Within the typical marketing organization, five stakeholder groups –
including digital, analytics, media-buying, loyalty and direct marketing
– utilize different tools
 Lack of integration
 More than 60 percent of marketers said better integration of existing
tools would help them derive greater value from data.
Why?

21. 1/30/2015
The tide is turning…

22. • Technology selection evolving beyond
tactical features and functionality
• Long term value drivers:
• Integration
• Interoperability
• Scalability
• Speed
The New Marketing
Technology Priorities

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unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
THE MARKET IS SPLIT.
How do you make the best
decision for your company?

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unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
TAKE THE LONG VIEW
A Four Step Plan for Building a
Foundation for Cross-channel Marketing.

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unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
CREATE A DATA STRATEGY

26.  Start with an audit.
 Catalog your data sources and the most relevant types of
data you have, relative to your marketing goals.
 Document metrics and key performance indicators for
marketing measurement.
 Identify how your existing marketing and media tech
investments can be leveraged across desktop, mobile, CRM,
email and other offline channels.
 Map customer journeys and personas to identify customer
experience and marketing requirements.
ACTION STEP ONE:
Create a Data Strategy
Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any
unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

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unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
PRIORITIZE INTEGRATION

28.  When you make your technology investments, always keep
integration top-of-mind
 All of your teams should be trained to make integration a
priority in addition to traditional selection criteria.
 Determine criteria for integrations in advance, such as
packaged or custom integrations, and support services
needs.
 When buying new solutions, you should select vendors that
understand your company’s data strategy and provide a
clear path to making their technologies connect to the rest
of your ecosystem, including legacy systems.
ACTION STEP TWO:
Prioritize Integration
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unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

29. BANISH SILOS

30.  Align your strategy and marketing operations around the
customer journey, and emphasize collaboration across
teams using joint workflows, asset management, and data
 Identify key skills sets to support marketing and customer
experience delivery.
 Identify how staff will be organized and incented.
 Define the skill sourcing strategy - The necessary expertise
can be gathered in-house or through agency, vendor, or
other third-party partnerships.
ACTION STEP THREE:
Banish Silos
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unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

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unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
CREATE YOUR
OWN ROADMAP

32.  A roadmap defines the steps the organization takes to
execute a long term strategy
 Build on current strengths and design to show value at each
stage
 Prioritize tasks based on current gaps and business benefit
 An effective roadmap covers
 Strategy
 Measurement
 Organization
 Optimization
 Technology
ACTION STEP FOUR:
Create Your Own Roadmap
Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any
unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

33. Q&A

34. Thank You!
Joe
jstanhope@signal.co
@joestanhope
Jonathan
jmargulies@winterberrygroup.com