1 © Copyright – Sidetrade 2018 Leveraging the power of Predictive Sales & Marketing Glen Westlake – VP of Strategic Alliances – Sidetrade 10th July 2018
1 © Copyright – Sidetrade 2018
Leveraging the power of
Predictive Sales & Marketing Glen Westlake – VP of Strategic Alliances – Sidetrade
10th July 2018
Sidetrade, the most compelling AI Customer platform
© Copyright – Sidetrade 2018
€90 m market capitalization
1,500+ customers
6 offices in Europe
240,000+ users
over 80 countries
220 talents
Proven Sidetrade’s AI Success
TRANSPORT, LOGISTICS
& RETAIL
LUXURY & CONSUMER GOODS SERVICES & FINANCIAL BUILDING & CONSTRUCTION
ENERGY & UTILITIES TECHNOLOGY & MEDIA LIFE SCIENCE & CHEMICAL
MANUFACTURING
© Copyright – Sidetrade 2018
Analyst Reviews
4
5 © Copyright – Sidetrade 2018
What is
Predictive Sales & Marketing?
Positioning in Marketing Technology Eco-system
6
Marketing
Automation CRM
Sales
Automation Mobile /Apps Web
Systems of
Engagement
Systems of
Insight
Enterprise
Data Social
Data
Company
Firmographic
s & Financials
CRM ERP Internal
External
Sales
Automation
Web
Analytics Marketing
Automation
Actionable
Predictive Insights
…who to target?
…with what message?
…when?
© Copyright – Sidetrade 2018
www.brighttarget.com
5 Key Steps for Success from Augmented Sales & Marketing
7 © Copyright – Sidetrade 2018
Step 4. Process Integration & Message Delivery
Step 1. Mass Data Collection & Enrichment
Step 2. Predictive Modelling
Step 3. Prescriptive / Actionable Insights
Step 5. Model Monitoring Sales & Marketing Focus
Outcome:
Increased Sales
AI Support Over The Full Customer Lifecycle
8 www.sidetrade.com
Grow Existing Customers
Acquire New Customers
Cross-sell
Opportunities
Customers/
Revenue
at Risk
Leads Sales Find new
leads Prioritise leads & Opportunities
Engage Retain Cross-sell Up-sell
Optimise Funnel
Actions: Prioritised
Contacts Advanced
Segments
Company
Search
Sales
Forecasts
Prioritised
Leads
Prioritised
Leads Prioritised
Opportunities
984
£105M
1,906
Number of Customers
Total Lifetime Value (£) future predicted profitability (over next 2 years)
£21M £16M £11M £5M £3M £3M
1,874
3,117 3,330
2,339
1,326
Frequent Purchasers
Mainstream Product X
Mainstream Product Y One Off
Purchasers
Loyal Returners New
Purchasers
Key Accounts
© Copyright – Sidetrade 2018 9
Behavioural Segmentation & Predicted CLV
10 10
3A
Prospects
Likelihood to Convert
Pre
dic
ted
Cu
sto
me
r V
alu
e
Low Medium
Hig
h
High
Me
diu
m
Low
2A
Prospects
1A
Prospects
3B Prospects
2B
Prospects
1B
Prospects
3C
Prospects
2C
Prospects
1C
Prospects
Focus sales time on
best leads to increase
conversion rate
Reduce time wasted
by sales on leads that
will never close
Benefits
Optimise your
channel strategy –
send high value leads
to sales and nurture
those of lower value
© Copyright – Sidetrade 2018
Predict Likelihood to Convert Prioritised by Future Value (CLV)
11 11
3A
Prospects
Likelihood to Convert
Low Medium
Hig
h
High
Me
diu
m
Low
2A
Prospects
1A
Prospects
3B Prospects
2B
Prospects
1B
Prospects
3C
Prospects
2C
Prospects
1C
Prospects
Pre
dic
ted
Cu
sto
me
r V
alu
e
Focus sales time on
best leads to increase
conversion rate
Reduce time wasted
by sales on leads that
will never close
Benefits
Optimise your
channel strategy –
send high value leads
to sales and nurture
those of lower value
© Copyright – Sidetrade 2018
Predict Likelihood to Convert Prioritised by Future Value (CLV)
© Copyright – Sidetrade 2018
Challenges Sector: Manufacturing
Revenue: £500m Too many Suspects & Prospects in
SFDC & Marketo Low conversion rates Limited Sales Resources
Context Sales Ops Manager manually
chooses weekly call lists based on ‘gut feel’
Predictive Lead Scoring of Prospects & Suspects
analyzing far more variables than possible by the human eye/brain
Outcome +87%
Prospect Conversion
$3m
Additional Sales in 12 months
SFDC integration
Sidetrade’s Solution
Case study: Lead Scoring: Global Manufacturing
26% Churn rate
in 2017
28.2m Revenue
at risk
5.6m Additional
annual revenue from 20% reduction
of Churn (26% -> 20%)
A1
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Churn Risk
A2
B2
C2
4151
Customers
A3
Cu
sto
mer
Valu
e
Low Medium
Hig
h
High
Med
ium
L
ow
1928 Customers
A1
640
Customers
B3
890
Customers
6343
Customers
B1
752 Customers
C3
6347
Customers
4425
Customers
C1
2345 Customers
AVG. ANNUAL SPEND
389K AVG.SPEND
238K AVG.SPEND
45K AVG.SPEND 78K AVG.SPEND 123K AVG.SPEND
258K AVG.SPEND 321K AVG.SPEND
432K AVG.SPEND 387K AVG.SPEND
F2F Sales
Inside Sales
Inside Sales
MKG Nurture
Case Study: Retention: European Services
Outcome
18%
New Stores Opened
+41% Growth in Revenue
Context
Manual analysis using internal BI Tools
Challenges Understand their Customers
(buyers personas)
Generate more revenue through personalised UpSell/Cross-Sell
Implementation
Predictive Behavioural Segmentation
of their Customers
Personalised Product Recommendations via eMail
Sidetrade’s Solution
Sector: Building Services Revenue: £550m
10K’s of Products
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Case study: Cross Sell: Building Services
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CRM & MA Integration - Predictive Variables
1
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Strategic Growth Underpinned by
Predictive Sales & Marketing
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Strategic Marketing Analytics – Annual Sales Targets… by Growth Areas
Retention 85%
Customer Marketing
15%
2017 Sales 2016
Sales
Acquisition 10%
Historic:
Planned: (Very little science applied = High Risk)
Retained 87%
Customer Marketing
17%
2018 Sales 2017
Sales
Acquisition 11%
Key Sales Metrics: Overall Growth Target Retention Rate Cross Sell Penetration Rate New Account Sales Rate
Time
Churn rate
Churn trend
Time
X-Sell rate X-Sell penetration trend
1) Do you know these?
2) How was your target set? £91M
£100M
£115M
£100M
18 © Copyright – Sidetrade 2018
Strategic Marketing Analytics – Less Risky Revenue Management
Retention 87%
Customer Marketing
17%
2018 Sales 2017
Sales
Acquisition 11%
15% Most
at Risk Predictive Retention
Predictive X-Sell
Predictive Funnel
Optimisation
2018 Sales
Boosted by
Predictive
Additional Growth due to Predictive
Reduced Risk of missing Target
Boost Existing Campaigns with Predictive Insights
Which buyers are at high
attrition risk? Why?
Where are you not gaining share-of-
wallet? Why?
When do you lose new opportunities? Why?
£100M
£120M
Reduce Risk and Boost Growth with
Predictive Insights:
4) What is your Predicted
Opportunity?
3) How Predictable are your
Customers?
© Copyright – Sidetrade 2017
New white paper:
“The Ultimate Boardroom Measure for CMOs”
Message me via: [email protected] or LinkedIn
Glen Westlake
VP Global Alliances, Sidetrade
0121 6631990
More Info