Building Value Partnerships with Customers

Transcription

1 Building Value Partnerships with Customers & Our Trusted Partnership with Gainsight PABLO DOMINGUEZ GREG MCLAUGHLIN PAOLA ZAMORA Sr. Vice President Global Operations Sr. Director, Business Automation Solutions Business Automation Solutions Manager AppNexus AppNexus AppNexus

2 AppNexus Overview & Core Values Customer Engagement & AppNexus AppNexus Customer Life Cycle & CRM Strategy AppNexus Account Planning Strategy AppNexus & Gainsight Trusted Partnership

3 AppNexus Overview is a technology company whose cloud-based platform enables and optimizes programmatic digital advertising. BUSINESS MODEL TECHNOLOGY LEADER Full-stack platform for advertisers & publishers 400+ engineers and product managers 120TB of data processed daily at scale SCALE 3

4 AppNexus Overview is a technology company whose cloud-based platform enables and optimizes programmatic digital advertising. BUSINESS MODEL TECHNOLOGY LEADER Open & extensible Low take rates Relationships with top advertisers & publishers SCALE 4

5 AppNexus Overview is a technology company whose cloud-based platform enables and optimizes programmatic digital advertising. BUSINESS MODEL TECHNOLOGY LEADER ~ $2.5 billion spend through our platform in ,000+ employees 23 Global Offices SCALE 5

6 AppNexus Mission MARKETERS Our mission is to create a Better Internet CONSUMERS INNOVATION * *Powered by PUBLISHERS 6

7 AppNexus Core Values Make Greatness Happen Learn & Teach What We Know Empower our Customers See & Improve the Whole System 7

8 AppNexus Overview & Core Values Customer Engagement & AppNexus AppNexus Customer Life Cycle & CRM Strategy AppNexus Account Planning Strategy AppNexus & Gainsight Trusted Partnership

9 Understanding Your Clients Needs Problems & Objectives client s challenge 1 Plan 2 Recognize 3 Search 4 Evaluate 5 Select 6 Commit 7 Implement 8 Track Vendor Supplier/Provider Value-Creating Partner ACCLIVUS All rights reserved 9

10 AppNexus Customer Success Roles & Tools Marketing Solutions Engineer $ SALES SUPPORT New Business Sales Implementation Consultant Account Manager ADOPT EXPAND RENEW $ $ $ Business Support 10

11 AppNexus Overview & Core Values Customer Engagement & AppNexus AppNexus Customer Life Cycle & CRM Strategy AppNexus Account Planning Strategy AppNexus & Gainsight Trusted Partnership

12 AppNexus Customer Life Cycle Marketing Demand Marketing Demand Account (Prospects & Customers) Account (Prospects & Customers) Sales Process Sales Process Implementation Implementation Lead Generation Lead Generation Campaign & Event Campaign & Event Account Planning Account Planning Contact Contact Activity Activity Pipeline Forecasting & Closing Pipeline Project Forecasting & Closing Project Marketing Automation Account Planning Sales Automation Incentive Compensation Customer Project Back Office Operations Customer Enablement Customer Service Customer Enablement Contract Service Contract Back Office Operations Revenue Customer Recognition Billing & Revenue Customer Recognition Invoicing Billing & Invoicing Customer Enablement Commission Customer Commission Customer Analytics Customer Analytics Portal Service Customer Portal Issue & Case Contract Contract Billing Issue & Case Contract Setup Contract Billing Contract Setup 12

13 AppNexus Concept of OVERWHELMING BENEFIT Value Effort ADOPTION SUCCESS See & Improve the Whole System Learn & Teach What We Know Empower Our Customers Make GREATNESS Happen Together 13

14 GoCase Business Automation Showcase Event 14

15 GoCase Business Automation Showcase Event 15

16 AppNexus Overview & Core Values Customer Engagement & AppNexus AppNexus Customer Life Cycle & CRM Strategy AppNexus Account Planning Strategy AppNexus & Gainsight Trusted Partnership

17 Customer Intelligence Challenge Customer 17

18 AppNexus Account Planning Objectives & Evaluation Account Planning Tool Analytics Tool Account Planning Tool Analytics Tool Drives Account Planning Strategic Methodology Minimal Analytics Provides Customer View Assembles 3 rd Party Data No Methodology Account Analytics + Application Transactional Tool Plus Analytics in One Connects Insights to Action Aggregate Salesforce + 3rd Party Data 18

19 One Stop Shop for Customer Intelligence with Gainsight Home Page Components - Customer Analytics Customer Stage Health Score Open Cases NPS Results CTAs AppNexus Members (Contracts) - AppNexus Revenue Buyer Spend Gross Seller Revenue Impressions Bought/Transacted Milestones Success Plans - Annual Objectives - Quarterly Objectives - Action Steps Sponsor Tracking Customer - Name, Title, Decision Making Role Affinity to AppNexus LinkedIn Linkage CRM Manager Paola Zamora CRM Manager p.zamora@appnx.com New York CRM Manager CTAs - Revenue Decline (50% over Past 15 Days) Revenue Spike (150% over Past 15 Days Case Intake (5+ Cases Open in Past Week) Case Latency (Any Cases Past SLA) 19 Customer Health Score - Customer Relationship: Subjective Assessment by Account Team - Support Risk: Based on Number & Duration of Open Cases - Activity: Based on Upward or Downward Trends in Customer Analytics

20 AppNexus Overview & Core Values Customer Engagement & AppNexus AppNexus Customer Life Cycle & CRM Strategy AppNexus Account Planning Strategy AppNexus & Gainsight Trusted Partnership

21 AppNexus Project Lessons Learned Know What You are Getting Before You Buy Ask for Access to a Demo Site Before You Sign Your Contract Provide Access to Business Admin + Tech + Super User 21

22 AppNexus Project Lessons Learned If You Plan to Launch in Phases, Ramp Your Contract Estimate to Launch Cadence Provision Licenses in Just-in-Time Format to Eliminate Waste 22

23 AppNexus Project Lessons Learned Establish Data Sources Define CTAs Build Super User Team Send a Technical Resource, Business Administrator & Super User for 3 Perspectives Go To Express Workshop But Don t Go Too Soon 23

24 AppNexus Project Lessons Learned Compare Notes with Similar Companies Attend Gainsight Events & Keep in Touch with Participants Visit Gainsight Community Read Allison Pickens Monthly Blog Network! Network!! Network!!! 24

25 AppNexus Project Lessons Learned Know What You are Getting Before You Buy Network! Network!! Network!!! If You Plan to Launch in Phases, Ramp Your Contract Go To Express Workshop But Don t Go Too Soon 25

26 Questions?