SunGard's Marketing Secrets for Revenue and Sales Alignment

www.sungardas.com

SunGard’s Secrets for Revenue Generation

© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY

SunGard Availability Services Marketing Revolution

Lead volume focus Whitepapers circa 2008 Spray and pray Linear campaigns Limited availability to test

subject and asset performance

No visibility for sales into campaign or web activity

Campaign KPI reporting only

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Alignment with revenue performance objectives

Content-centric marketing

Granular segmentation Progressive nurturing

and scoring programs Extensive testing before

every launch Sales integration with

marketing activity Closed loop to revenue


3X INCREASE IN DIRECT PIPELINE CONTRIBUTION

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30% INCREASE IN REVENUE FROM MARKETING

30% INCREASE IN AVERAGE DEAL SIZE FROM MARKETING LEADS

Pipeline up 132% YoY

62% of New Logos from Enterprise Space


Revenue Modeling – Cost Center to Profit Center

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Goal – predictive, scalable model

Analysis is both top down and bottom up

Quota assigned to all marketing functions


Content Marketing Development

1. Is the topic customer/prospect driven? • Listening across social channels, community forums, and our own

Learning Lab

2. Aligned with market trends?• Vetted with analysts, industry consultants, thought leaders

3. Compelling?• Duh! More difficult than you might think…

4. Going to break through the noise?• Creative, aligned with the right audience, delivered through the

right channels

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How can we break through the noise????


“Zombie/ WWZ” Email Spotlight

• Infographic generated 2,846 clicks to date across marketing channels

• 1-click social share function added to campaign and generated:

• 439 Clicks on LinkedIn Share• 394 Clicks on Facebook Share• 222 Clicks on Twitter Share

• Survival Manual generated 2,405 clicks to date across marketing channels

• 200 clicks on the zombie survival kit promotional giveaway• 1-click social share function added to campaign and

generated: • 329 Clicks on LinkedIn Share• 323 Clicks on Facebook Share• 310 Clicks on Twitter Share

Non-responder version Responder version


“Zombie Survival Kit” Promotion

Mail 1- video loaded on Flash drive Mail 2 – “Zombie Survival Kit” w/ personalized letter & Cloud and/or DR printed asset

Media contact @ZDNet… “It elevated the visibility and memorability of SunGard AS in my mind.”

Tweet from Rachel Dines- Analyst, Forrester… “Just received everything I could ever need for the zombie apocalypse. Thanks @SunGardAS and ZAPA!

Derek Brown, CSIO, West Penn Allegheny Health Systems to Allen Rich, Sarah Ezell…“Hey, nice marketing campaign – loved the zombie survival kit – very nicely done!”…and the brochure was on his desk!

Media contact @Information Management… “It’s one of the most creative campaigns I’ve received and thanks to that, SunGard AS is high on our radar now for interview opportunities”

Media contact @eWeek... “I don’t think I’ve had a personalized video like that previously, I’m honored”


Example - Prospect Nurture Program

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Example Prospect Campaign Highlights – by the numbers

• Click-to-open rate has increased by 42% over 2012

• Increased target audience by 150,000+ contacts

• NEW social share function resulted in 1055 total clicks

• “Cost of Doing It Wrong” whitepaper yielded highest click-to-open rates among C-Level Executives and VP/SVP level and is the top performing asset to date

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Why we chose Marketo over Eloqua

Marketo offers a robust marketing automation system,yet is user friendly and allows the team develop and drive their own advanced marketing programs

Tight integration with Salesforce, that is easy to implement and manage (no data cards)

Template process for Assets (Email & Landing Page) in order to standardize look and feel across programs

Single Sign-on with Marketo Sales Insight – allows us to enhance collaboration between Marketing and Sales; by providing insight into:• All Marketing Activity (Emails, Web visits, Interesting Moments, Lead Scores)• Extends the ability for Sales to nominate leads & contacts into Marketing

Campaigns or Send out Marketing Generated Emails

Marketo provided us with more confidence that they would be a good strategic partner and provide us with appropriate support through their Consulting Services and Create Services teams.

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Marketo Business Case

Time to market vs. re-implementation of Eloqua

Total cost of ownership including operations staff

IT resource availability and priorities

Data management cost and considerations

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Marketo Operations Results

Marketo handles 99% of our marketing program lead management

Since implementing Marketo we have been able to:• Introduced Lead Scoring• Streamlined Lead Processing• Cleanse data to meet the Salesforce lead requirements• Developed programs to automate data standardization and keep

these in alignment for both Job Roles and Lead Annual Revenue Range

• Implemented APIs to bring in web form information to keep inbound and outbound information flowing through single system

• Built a program to Revive previously Disqualified Leads• Utilize the out of the box Marketo Reports to evaluate Email,

Landing Page and campaign effectiveness

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Report Example: Email Activity by Revenue Range Segment

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Report Example:Content Tracking Program Report

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Report Example:Landing Page Performance

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Report Example: Sales Insight Anonymous Web Activity

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Report Example: Sales Insight Best Bet Dashboard

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Shift from Cost Center to Profit Center

Alignment with revenue performance objectives

Commitment to quality and excellence

Right mix of services providers

Clearly defined KPIs and business processes

Strong marketing automation partner

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© 2013 SunGard. | INTERNAL USE ONLY – CONFIDENTIAL AND PROPRIETARY19

Confidentiality Statement

Copyright ©2012 by SunGard Availability Services (or its subsidiaries, “SunGard”). All rights reserved. No parts of this document may be reproduced, transmitted or stored electronically without SunGard’s prior written permission.

This document contains SunGard's confidential or proprietary information. By accepting this document, you agree that: (A)(1) if a pre-existing contract containing disclosure and use restrictions exists between your company and SunGard, you and your company will use this information subject to the terms of the pre-existing contract; or (2) if no such pre-existing contract exists, you and your Company agree to protect this information and not reproduce or disclose the information in any way; and (B) SunGard makes no warranties, express or implied, in this document, and SunGard shall not be liable for damages of any kind arising out of use of this document

Trademark Information: SunGard and the SunGard logo are trademarks or registered trademarks of SunGard Data Systems Inc. or its subsidiaries in the U.S. and other countries. All other trade names are trademarks or registered trademarks of their respective holders.

www.sungardas.com

Client Services Overview


Experience to Ensure Your Success

60,000+ hours of hands-on customer experience

3,000+ customers enabled across 35 countries

5 billion campaigns executed

3 billion landing pages served

With 99.995%+ uptime


A Complete Services Network

Education

PremierSupport

GlobalPartner

Ecosystem

Customer Success

Community

Expert Services

Comprehensive support services

achieving over 95% response SLA

Robust community of over 30,000 peers for learning,

sharing, networkingTraining and

education from world-class experts

Packaged and custom expert services with over 60,000 hours of customer

experience

Certified partners providing technical solutions and best

practices

Your Marketing

Team


Marketing Maturity Varies by CustomerExpertise to Move You Along the Maturity Curve

RevenuePerformanceManagement

IntegratedRevenue Cycle

Lead Management

Demand Generation

Continuous analysis & optimizationEmbrace multi-

channel program deliverySocial marketing

Alignment between sales and marketing

Integration to 3rd party systems

Create dynamic content, manage campaigns/events

Lead nurturing

CRM Integration

Leverage automated email or direct mailLanding pages

Lead scoring

Predictable revenue forecasting

Global marketing alignment


Leveraging Marketo Expertise Consistently

DriveServicesDefine

Discover

Deliver

EducationServices

Revenue Transformation SvcsProfessiona

lServices

FoundationalTraining

Implementation Services

Technical & Integration Services

Campaign & Design ServicesOngoing Expert

Services

Premier Support

Elite Success

Customer Success Standard Services

CustomerSuccessServices

Customer Support Standard Services

SupportServices

Implementation

Advanced & CustomEducation

Enterprise Awareness &

Rollout


Business

Need

Business

Value

Solution Validation

Organizational Enablement

Value Realization

Client Services Partnership Commitment

Technology

SunGard's Marketing Secrets for Revenue and Sales Alignment