The Right Marketing Technology Partnerships For

Your Success

GetStacked Conference, London

Peter O’Neill
March 2019
© 2019, Peter O’Neill 1 www.marchnata.eu
 Our Agenda

1. Align Your Partnerships To Your Customer Landscape

2. The Vendor-Partner Selection Process

3. Recommendations on Minimizing Your Business Risk

© 2019, Peter O’Neill 2 www.marchnata.eu

 Align Your Partnerships To Your Customer Landscape

Complexity
of project

Customers

Complexity
of decision
process

© 2019, Peter O’Neill 3 www.marchnata.eu

 Four Buckets of Complexity
Complexity
of project

“Show me” “Enlighten me”

Buyers
“Serve me” “Guide me”

Complexity
of decision
process

© 2019, Peter O’Neill 4 www.marchnata.eu

 Four Modes of Marketing Automation

Complexity
of project
• Inbound marketing • Content marketing
• Social listening • Account based
• Predictive analytics marketing
(intent) • Sales engagement
• Search optimization

• Initial lead capture • Advocacy

• Data augmentation • Content marketing
• Predictive analytics • Personalisation
(qualification) Complexity
of decision
process

© 2019, Peter O’Neill 5 www.marchnata.eu

 Our Agenda

1. Align Your Partnerships To Your Customer Landscape

2. The Vendor-Partner Selection Process

3. Recommendations on Minimizing Your Business Risk

© 2019, Peter O’Neill 6 www.marchnata.eu

 There is a Range of Sources Listing Vendors

© 2019, Peter O’Neill 8 www.marchnata.eu

 Business Process Instead of Technology Category
Consider a business process, or family of processes, from the Marketer’s POV.

1. Marketing works on the quantity and then quality of leads passed to Sales
ü So we ask “Who do you work with to automate Marketing Lead Management?”

2. Marketing works on content and messaging frameworks to control the brand

ü So we ask “Who do you work with to automate Brand Content Management?”

3. Marketing works on enabling sales to engage with buyers productively

ü So we ask “Who do you work with to automate Sales Engagement Management?”

© 2019, Peter O’Neill 9 www.marchnata.eu

 Market Overview: Market Trends 2018
Are you planning to implement or replace your Marketing Lead Management system in the next 1-3 years?

72% of Companies to
invest in Marketing
Lead Management
Software in the next
1-3 years.

N=1.500 Business and IT Managers in Enterprises and SMBs Source: Global Survey Q4 2018 Research in Action GmbH

© 2019, Peter O’Neill 10 www.marchnata.eu

 Vendor Selection Matrix™ – Marketing Lead Management
SaaS And Software: The Top 20 Global Vendors
Strategy Execution Total
1 Act-On Software 4,61 4,53 9,14
2 Marketo 4,48 4,50 8,98
3 HubSpot 4,46 4,45 8,91
4 bpm' online 4,43 4,13 8,56
5 Salesforce 4,45 3,97 8,42
6 Adobe 4,34 4,06 8,40
7 Pegasystems 4,23 4,06 8,29
8 Salesfusion 4,23 3,97 8,20
9 SAP 4,45 3,68 8,13
10 Oracle 3,91 3,99 7,90
11 Adestra 3,80 3,95 7,75
12 IBM 3,96 3,75 7,71
13 CRMNEXT 3,94 3,71 7,65
14 Right On Interactive 3,96 3,66 7,62
15 SugarCRM 3,69 3,88 7,57
16 Zoho 3,60 3,93 7,53
17 Aprimo 3,69 3,81 7,50
18 Engagio 3,63 3,33 6,96
19 Webmecanik 3,25 3,41 6,66
20 Impartner 3,26 3,35 6,61

Source: Global Survey Q4 2018 Research in Action GmbH

© 2019, Peter O’Neill 11 www.marchnata.eu

 #1
Vendor Selection Matrix™ – MLM Global
Winner

SaaS And Software: The Winner

Act-On Software: Mid-market success now spreading to enterprise segment
Ø General: Founded in 2008, Act-On is approaching $ 75 million in annual revenues with more than 4,000 customers
globally. They are on a rapid growth trajectory, having become the favored vendor to replace failed first-generation
MLM projects, particularly in enterprises (over 100 such replacements so far in 2018).
Ø Strategy: Act-On focuses primarily on the needs of mid-sized businesses (marketing team up to 75 employees,
revenues between $ 10 million and $ 1 billion) and helps these clients mature from email marketing, through multi-
channel campaigning, to ultimately become “Adaptive Marketing Pros” with complete MLM processes incorporating
sales and marketing.
Ø Execution: As well as a direct sales programs, Act-On leverages the partner ecosystems of leading players of adjacent
markets like Microsoft, NetSuite and SugarCRM. They also partner with innovative marketing agencies and have
lucrative white-label distribution agreements in specific industries. Onboarding bootcamps and ongoing focus on
customer success led to their receiving highest score for the customer satisfaction category amongst all competitors.
Ø Customer Quote: ”With Act-On, we finally found a partner we can trust – and because of our past experiences, we
are thankful for that.” CEO North-American consumer goods company.
Ø Bottom Line: Act-On is recognized in many surveys for their innovation. Their pricing strategy is also considered
more fair than other MLM vendors. All good for future fast growth.

© 2019, Peter O’Neill 12 www.marchnata.eu

 Vendor Selection Matrix™ – Brand Content Management
SaaS And Software: The Top 20 Global Vendors
Strategy Execution Total
1 BrandMaker 4,75 4,65 9,40
2 Censhare 4,55 4,65 9,20
3 BrandMuscle 4,55 4,64 9,19
4 BrandSystems 4,55 4,60 9,15
5 Adobe 4,26 4,29 8,55
5 MarcomCentral 4,28 4,28 8,55
7 Bynder 4,24 4,18 8,41
8 OpenText 4,16 4,18 8,34
9 Pica9 3,95 4,05 8,00
10 Code Worldwide 3,86 3,91 7,78
11 Capital ID 3,93 3,84 7,76
12 Episerver 3,85 3,89 7,74
13 Ansira 3,76 3,85 7,61
14 SAS Institute 3,63 3,95 7,58
15 IBM 3,80 3,60 7,40
16 Open Source 3,35 3,80 7,15
17 Northplains 3,40 3,65 7,05
18 Vya 3,44 3,43 6,86
19 Celum 3,34 3,43 6,76
20 Wedia 3,24 3,43 6,66

Source: Global Survey Q4 2018 Research in Action GmbH

© 2019, Peter O’Neill 13 www.marchnata.eu

 Vendor Selection Matrix™ – Sales Engagement Management
SaaS And Software: The Top 20 Global Vendors
Strategy Execution Total
1 Seismic 4,24 4,55 8,79
2 ClearSlide 4,15 4,60 8,75
3 Showpad 4,34 4,23 8,56
4 SAP 4,20 4,28 8,48
5 Highspot 3,98 4,49 8,46
6 Bigtincan 3,88 4,43 8,30
7 Brainshark 4,00 4,28 8,28
8 Mediafly 3,88 4,14 8,01
9 Pitcher 3,83 4,18 8,00
10 Apparound 3,66 4,05 7,71
11 Accent Technologies 3,51 4,14 7,65
12 SalesLoft 3,70 3,89 7,59
13 Prolifiq 3,61 3,93 7,54
14 ClientPoint 3,43 3,70 7,13
15 CustomShow 3,08 3,99 7,06
16 Journey Sales 3,35 3,43 6,78
17 Octiv 3,22 3,50 6,72
18 Fileboard 3,15 3,50 6,65
19 Insite Software 3,20 3,33 6,53
20 DocSend 3,08 3,35 6,43

Source: Global Survey Q4 2018 Research in Action GmbH

© 2019, Peter O’Neill 14 www.marchnata.eu

 The Marketing Mall Metaphor

eCOM
Digital Experience Management WCM

SEM
TCMA

Marketing Lead AI KM Analytics

Management
PRM CMS
MRM DAM

CRM & Customer

Data Management

© 2019, Peter O’Neill 15 www.marchnata.eu

 The MarTech Story So Far – 1
Email Marketing
Social Media Marketing
CRM
Content Marketing
Analytics
Web Content Management
Search Marketing
Marketing Lead Management
Mobile Marketing
Customer Data Platform
Data Management Platform
Loyalty Marketng
Personalization
Video Marketing
Ecommerce
Marketing Resource Management
Digital Asset Management
Sales Engagement Platform
Core Solution Experimentation
0% 20% 40% 60% 80% 100%
Source: Walker Sands “State of Marketing Technology 2018“
© 2019, Peter O’Neill 16 www.marchnata.eu
 The MarTech Story So Far – 2
Ad tech

Performance & Attribution

Account Based Marketing

Internet of Things

PaaS, data integration, Tags

Virtual Reality

Augmented Reality

AI / Machine Learning

Chatbots

Blockchain Core Solution Experimentation

0% 20% 40% 60% 80%

Source: Walker Sands “State of Marketing Technology 2018“
© 2019, Peter O’Neill 17 www.marchnata.eu
 A New Generation of Software Partners

Ø Value Proposition is …. “Workflow Automation” / “Process Automation” for modern businesses

Ø Born-in-the-cloud technologies and business model
Ø A modern tools portfolio, powered by a no-code platform
Ø Drag-and-drop integrations – design-thinking methodology -- one-click deployment
Ø Scalable apps that evolve with your digital transformation
Ø Platform for local partners to deliver and service

© 2019, Peter O’Neill 18 www.marchnata.eu

 Minimizing Your Business Risk
Ø From Vision to People to Process, and only then consider Technology
• Use Design Thinking – not just about customers but about employees
• Instead of Process, consider Experience

Ø Create a Reality Check for your shortlisted vendors

• Real scenario
• Involve your staff in the test
• Review their Customer Success resources

Ø Expect (measure) these business benefits

• Productivity improvements in (Marketing and in Sales)
• Cost savings
• Improved brand content management
© 2019, Peter O’Neill 19 www.marchnata.eu
 You May Not Need Something Like This Tech Stack of
Leading Technology Company

© 2019, Peter O’Neill 20 www.marchnata.eu

 Contact

Peter O‘Neill
+49 174 3210020
peter@teamoneill.de

© 2019, Peter O’Neill 21 www.marchnata.eu

 Disclaimer
Peter O’Neill does not endorse any vendor, product or service depicted in his research publications, and does not advise technology users
to select only those vendors with the highest ratings. The information contained in his research has been obtained from both enterprise
as well as vendor sources believed to be reliable. His research publications consist of the analysts’ opinions and should not be considered
as statements of fact. The opinions expressed are subject to change without further notice. Peter O’Neill disclaims all warranties,
expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

About:
Peter O’Neill is an IT industry veteran with more than 37 years of experience in advising IT vendor and end-user clients and performing
research-based consulting, combining strong research capabilities with comparative vendor assessments and actionable advice.

Peter is most known for his 12 years of service at Forrester Research, where he held various analyst and management positions. Most
recently Peter had the global responsibility for managing Forrester’s research on B2B Marketing and leading a large team that delivers
research to help these professionals. He was responsible for a research agenda that illuminates strategic opportunities and risks,
market demand and competitive dynamics, and go-to-market, as well as organizational strategies and the use of marketing technology
to improve business results.

After working for 20 years at Hewlett-Packard in Germany and in the USA, in various marketing positions, Peter ran the vendor
consulting business in EMEA for META Group from 2001 to 2005 before joining Forrester.
© 2019, Peter O’Neill 22 www.marchnata.eu