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Shortening the Sales Cycle with a Modern Data Warehouse 1.30.19

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Join Cloudera as we outline how we use Cloudera technology to strengthen sales engagement, minimize marketing waste, and empower line of business leaders to drive successful outcomes.

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Shortening the Sales Cycle with a Modern Data Warehouse 1.30.19

  1. 1. January 30, 2019 THE CLOUDERA STORY - SHORTENING THE SALES CYCLE WITH A MODERN DATA WAREHOUSE
  2. 2. 2 © Cloudera, Inc. All rights reserved. PRESENTERS Stefanie Dombek Director Marketing Operations & Analytics Mitch Gomulinski Senior Marketing Manager Customer Insights Michael Stephenson Senior Data Architect
  3. 3. 3 © Cloudera, Inc. All rights reserved. AGENDA • Introduction • The Challenge • Our Solution • Results • Q&A
  4. 4. 4 © Cloudera, Inc. All rights reserved. We believe that data can make what is impossible today, possible tomorrow We empower people to transform complex data into clear and actionable insights We deliver an enterprise data cloud for any data, anywhere, from the Edge to AI the enterprise data cloud company
  5. 5. 5 © Cloudera, Inc. All rights reserved. TOP INDUSTRY VERTICALS BANKING TOP GLOBAL • Spend analytics • Churn modeling prediction • Proactive care • Barclays • Bank of America • Citi HEALTHCARE TOP GLOBAL • Single view of patient • Regulatory compliance • GlaxoSmithKline • Symphony Health • Sharp Healthcare TECHNOLOGY TOP GLOBAL • Customer analytics • Sentiment analytics • Cisco • Intel • NetApp TELCO TOP GLOBAL • Customer care • QoS Analytics • Social Churn • Comcast • British Telecom • Bharti Airtel CUTOMER INSIGHTS USE CASES CUSTOMERS Customers across all verticals 568 Customers with $100K+ Software ARR Plant the flag international strategy
  6. 6. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Digital transformation is about the application and exploitation of technology in all aspects of an organization’s activity. … Success isn't only about the technology. It’s about rethinking strategy, culture, talent, operating models and processes. ˈdɪdʒɪt(ə)l/ adjective ˌtransfəˈmeɪʃ(ə)n nounDigital Transformation
  7. 7. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Reducing customer friction points 30% Managing data growth Simplifying operations to eliminate manual and paper-based processes 34%42% Pain points driving digital transformation
  8. 8. 8 © Cloudera, Inc. All rights reserved. DIGITAL TRANSFORMATION’S IMPACT ON SALES & MARKETING DRIVING MEANINGFUL ENGAGEMENT & GROWTH REACHING RIGHT PEOPLE AT THE RIGHT TIME ALIGNING SALES & MARKETING OBJECTIVES TYING DATA TO DECISION MAKING
  9. 9. 9 © Cloudera, Inc. All rights reserved. CLOUDERA APPROACH TO BECOMING DATA-DRIVEN THINK BIG START SMART ITERATE OFTEN
  10. 10. 10 © Cloudera, Inc. All rights reserved. THE BUSINESS PROBLEM Sales lacks integrated integrated information to make informed, educated business decisions Who do we target, with what message, when? How do we create the most comprehensive, single view of customers? THINK BIG START SMART ITERATE OFTEN
  11. 11. 11 © Cloudera, Inc. All rights reserved. THE SOLUTION CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  12. 12. 12 © Cloudera, Inc. All rights reserved. INTENT DATA Intent Data tells you what businesses are interested in Through the observation of business users’ content consumption, Intent Data identifies the increased interest and research activity that takes place prior to purchase, thus indicating potential ‘intent’ to take on action. THINK BIG START SMART ITERATE OFTEN
  13. 13. 13 © Cloudera, Inc. All rights reserved. V0: THE EXCEL SPREADSHEET THINK BIG START SMART ITERATE OFTEN
  14. 14. 14 © Cloudera, Inc. All rights reserved. V0: CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  15. 15. 15 © Cloudera, Inc. All rights reserved. V0: THE EXCEL SPREADSHEET THINK BIG START SMART ITERATE OFTEN
  16. 16. 16 © Cloudera, Inc. All rights reserved. V0: CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  17. 17. 17 © Cloudera, Inc. All rights reserved. V1: PUT THE DATA INTO A MODERN DATA WAREHOUSE THINK BIG START SMART ITERATE OFTEN CRM Data Intent Data ENRICHMENT Dashboards/ Actionable Insights Hourly Processing SFDC Database Structured Day 1 Day 2 Day 3 Day N ... Bombora DatabaseDaily Processing Raw INGEST & STREAMING DATA SCIENCE DATA WAREHOUSE OPERATIONAL DATABASE DATA ENGINEERING CORE SERVICES
  18. 18. 18 © Cloudera, Inc. All rights reserved. The Industry’s First Enterprise Data Cloud From the Edge to AI Data Engineering Data Warehouse IoT, Ingest & Streaming AI, ML & Data Science Enterprise Data Cloud
  19. 19. 19 © Cloudera, Inc. All rights reserved. THE SOLUTION CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  20. 20. 20 © Cloudera, Inc. All rights reserved. V1: VIEW 1 THINK BIG START SMART ITERATE OFTEN
  21. 21. 21 © Cloudera, Inc. All rights reserved. V1: VIEW 2 THINK BIG START SMART ITERATE OFTEN
  22. 22. 22 © Cloudera, Inc. All rights reserved. V2: CREATE A SALES RECOMMENDATION ENGINE CREATE A SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  23. 23. 23 © Cloudera, Inc. All rights reserved. V2: TRENDING THINK BIG START SMART ITERATE OFTEN
  24. 24. 24 © Cloudera, Inc. All rights reserved. V3: THE BUTTERFLY CHART THINK BIG START SMART ITERATE OFTEN
  25. 25. 25 © Cloudera, Inc. All rights reserved. V4: SALES RECOMMENDATION ENGINE THINK BIG START SMART ITERATE OFTEN
  26. 26. 26 © Cloudera, Inc. All rights reserved. ALWAYS ON ADVERTISING ANALYTICS CORE ANALYTICS COMPETITOR CLOUD OTHER MACHINE LEARNING (CORE, CYBER, IOT) THINK BIG START SMART ITERATE OFTEN
  27. 27. 27 © Cloudera, Inc. All rights reserved. RESULTS SIGNIFICANT BUSINESS DEALS INCREASE IN CUSTOMER/ PROSPECT ENGAGEMENT DECREASE IN COST PER ACQUISITION
  28. 28. 28 © Cloudera, Inc. All rights reserved. WHAT’S NEXT? THINK BIGGER! THINK BIGGER START SMART ITERATE OFTEN
  29. 29. 29 © Cloudera, Inc. All rights reserved. PICKING BETTER CUSTOMERS VIA MACHINE LEARING THINK BIGGER START SMART ITERATE OFTEN PROPENSITY MODELING ENTERPRISE DATA CLOUD Dashboards/ Actionable Insights Which companies have high-yield potential? Which potential high-yield companies are likely to buy soon? What is the probability of winning a given opportunity in the pipeline?EXTERNAL DATA INTENT DATA CRM DATA INGEST & STREAMING DATA SCIENCE DATA WAREHOUSE OPERATIONAL DATABASE DATA ENGINEERING CORE SERVICES SUPPORT DATA
  30. 30. © Cloudera, Inc. All rights reserved. 30 Quickly enable business analytics by sharing petabytes of verified data across thousands of users while surpassing demands of SLAs and costs Massive, Diverse Data Security, Governance User Profiles, Use Cases Self-Service EverythingAutomation, Consistency Experiments, Time to Value OUR VISION: CLOUDERA MODERN DATA WAREHOUSE
  31. 31. 31 © Cloudera, Inc. All rights reserved. REMEMBER, BECOMING DATA-DRIVEN IS A JOURNEY THINK BIG START SMART ITERATE OFTEN
  32. 32. THANK YOU

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