East Bay Group

About UsOur QualificationsTeam BiosOur ClientsCase Studies

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• Proven partners to senior executives

• 20+ years experience on the client, consulting and agency side of the business.

• Unique approach to client service- We help clients help themselves

• We involve client in execution (“do with” not “do for”)

• Provide coaching and tools, not just consulting

Who is East Bay Group?

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MARKETING AUTOMATION &CRM STRATEGY & DELIVERY

MARKETING AUTOMATION &CRM STRATEGY & DELIVERY

PROVEN MARKETING C-SUITE PRACTITIONERS, EXPERIENCED CONSULTANTS

PROVEN MARKETING C-SUITE PRACTITIONERS, EXPERIENCED CONSULTANTS

COST EFFECTIVE COST EFFECTIVE

• Practical, down-to-earth deliverables

• Focused (as opposed to universal)

• Action-driven (implementation over strategy)

• ROI-centered with a focus on generating ROI. and positioning for long term growth

• Low Overhead – you pay only for the resources needed

• Intense Customer Focus

• Strategy

• Deep experience with CRM,

Multi--Channels, Data,

Technology, Process and People

• Customer Journeys

Our Products & Services

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TECHNOLOGY

Knowledge ManagementOrganization and knowledge transfer Organizational Design Org Design to support CRM Change Management Organizational readiness to accept and embrace changeFuture CRM Trends Quarterly updates on global trends that affect your industry .

TECHNOLOGY

TRANSFORM

CUSTOMER

Technology Strategy & Roadmap Plan for marketing enablementBusiness RequirementsDefining requirements and prioritizing Technology Implementation Change Management and planning Program & Project Management Manage and monitor project implementation to meet business and financial metrics Vendor Selection and Management Assistance with vendor selection and management of 3rd party vendors Channel Integration

MARKETING

Growth StrategiesFor immediate returns and long term growthLead Generation Maximize profitable customers Interactive Marketing Deep expertise in Social, mobile, web,CRMMaximizing acquisition and loyaltyCustomer Experience Customer journey mappingChurn management

MARKETING

INSIGHTS

QualitativeSocial Media listening QuantitativeSegmentation,, A/B Testing & Offer optimization Business IntelligenceDashboard development and reportingConsumer Insights CapabilitiesEnhancing and complementing the skills of marketing organizationsMetrics and Reporting Design Define KPI and establish reporting

Discovery

Quantification

Marketing Strategy

Implementation

Tracking & Measurement

As Practitioners We Focus on Added Value

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TraditionalStrategic

ManagementConsulting

TraditionalAgencies, Marketing

Process and TechnologyConsulting

Speed to Market Comprehensive Services

Affordable CostOur experience accelerates progress to market.

As consultants we employ a non-disruptive model with a balance of on-site and off-site work by mature professional consultants

How we grow your business

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CRM Strategy

Database Capabilities

Customer Insights

Business Intelligence

Marketing Enablement

Process and

Organizational Impact

Vendor Selection

and Manageme

nt

Performance

Dashboard

We use a variety of tools, processes and technology to bring customer data to life. Understanding your customers and how to communicate with them will help drive loyalty and repeat purchasing to drive bottom line results.

One to One Customer Engagement

How we grow your business

Understand customers &

business

Define business goals

& objectives

Develop functional business

requirements

Technology Requirements

Organizational role alignment

Process redesign &

improvement

KPI and metrics

Process driven approach utilizing left and right brain skills

East Bay Group Links All The Pieces Together…

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Sustainable Competitive Advantage

Clear Strategic Roadmap

Project Management

Knowledge Transfer

Organizational Alignment

Vendor Experience

Streamlined Repeatable Processes

Consistent Metrics/KPIs

Innovation

Benchmarking/Continuous Learning

Clear Customer Centric Strategy

Technology Implementation

OUR QUALIFICATIONSKNOWLEDGE/QUALIFICATIONS

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Valerie PeckCRM Practice Leader

PRACTICAL. PASSIONATE. PROVEN.

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Valerie has more than 20 years of diverse experience delivering accelerated growth and strong bottom line results. Valerie has successfully led multi-functional teams to ensure marketing strategy is translated into technical solutions.

Valerie focuses on developing Marketing and CRM strategies and driving them through tactical execution. She is highly skilled in developing and executing marketing/relationship and sales strategies within both large scale and startup organizations. She specializes in the area of utilizing technology for strategic advantage. Her areas of expertise include all facets of relationship management, marketing optimization and customer-centric service. Acknowledged for developing BI/KM capabilities within corporations as well as professional services firms.  Valerie has multi-vertical CRM expertise with over 50 clients such as Samsclub, Limited Brands, Overstock.co, Bluefly, Royal Caribbean, EDS, Blue Shield of CA, Bank of Turkey, HP and Luxottica to name a few. She also has strong repeat client business in integrated marketing, digital marketing and marketing automation such as HP, Houghton-Mifflin, Wells Fargo, Bank of America and Kaiser Permanente. She has significant B2C and B2B experience. Her client side experience was gained within the industry leading CRM practitioners in telecommunications, starting her career with Pacific Bell and then Director of Strategic Alliances and Product Marketing at StorageTek and Director of Marketing for PwC’s High Technology practice in the West Coast. Valerie has a BS in Marketing and an MBA from the University of Southern California.

Anne CramerDirector

PRACTICAL. PASSIONATE. PROVEN.

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Anne is an experienced Marketer and CRM subject matter expert. Her focus on detail and strong writing skills enable her to produce insightful and usable deliverables across the spectrum of marketing/CRM projects.

Anne Cramer has been a Marketing and Customer Relationship Management professional for over 10 years. She has working with both client side and consulting engagements. .  She has served as a strategy consultant both with Peppers and Rogers Group and in her own practice, and she has worked on the client side implementing two successful CRM programs at Blue Shield of California and Ubisoft Entertainment.  She specializes in customer journey mapping, process Mapping & Improvement, Email Marketing & Marketing Communications, Qualitative and Quantitative Market Research and Customer Lifetime Value and Needs Analysis. Anne has both B2B and B2C subject matter expertise.

Anne has an MBA from Cornell University, a Master of Arts in International Development from the American University, and a Bachelor of Arts in International Relations from the University of Southern California. She is in the Association of Women MBAs – Vice President, 2004-2007 as well as the Gerson Lehrman Group Council of Advisors, Scholar (ranked in the top 20% of advisors for industry expertise) She is fluent in French, Conversational Czech and Spanish

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Darcy BevelacquaNY – CRM Practice Lead

PRACTICAL. PASSIONATE. PROVEN.

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Darcy is a multi-channel marketing strategist and customer insight expert with exceptional credentials in CRM, CEM and direct marketing with deep expertise in digital marketing.

Darcy has worked with Fortune 500 clients for over 15 years to drive accelerated organic growth specializing in customer relationship marketing, social media, technology enablement, customer analytics /measurement, and ecommerce.

Darcy refined her craft as an Associate Partner while at Accenture within the CRM practice and ultimately led CEM as SVP Strategic Services at Harte Hanks. She has prior marketing experience on the client side as an employee at Revlon, American Express and Prodigy.

She has CRM experience building full system capabilities in retail (Anne Taylor, Gilt, RadioShack, Victoria’s Secret), and health/beauty (Bath and Body Works, Revlon, GNC, Merck).

Darcy has a BA in Psychology from Hood College and an MA in HR from the New School for Social Research. Darcy is on the Board of the Social Media Council, Direct Marketing Idea Exchange and Marketing Executives Networking Group. She is also an Echo Awards Judge for the DMA, and Temple University Mind Your Own Business Judge..

Representative Clients and Industries

Media & Entertainment

Travel/Cruise

Retail

Health Care

Representative Clients and Industries

Marketing , Advertising& Consulting Services

Telecom

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High -Tech

CASE STUDIES OF SIMILAR WORK

EXPERIENCE/CASE STUDIES

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Challenge/Opportunity

Results

Marketing Department Diagnostic and Recommendations

Marketing increased campaign execution programs by 50% SI contracted to work on initiatives Automated 20-30% of loads and other manual campaign efforts Outsourced email marketing and analytics temporarily to alleviate overtime and improve targeting accuracy

Approach/Solution Formal diagnostic process included reviews of people, process, technology and data across 4 lines of business/brands Recommended 19 initiatives organized by timing and importance Developed shared services team including MKT/IT/HR/Operations to execute on initiatives Specific process and data recommendations to improve through quick hits and strategic outsourcing

Marketing struggling with increased email and DM campaign execution

Low level of confidence in data/reportingPoor data availability, accuracy, fitness for purpose

Manual campaign design, approval, load and tracking process decreased ability to meet sales/lead generation goals

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Challenge/Opportunity

Results

Proof of Concept: Campaign Management Optimization

Improved projected results with new set of prioritization rules Proved the case for Optimization based on incremental revenue Provided deeper insight into customer base Empowered team with a strong set of tools

Approach/Solution Selected several campaign types to prove a case for optimization Utilized tools such as Tableau for data mining and Unica Optimize for implementation of prioritization rules Ran campaigns through Optimize using new rules Tested various scenarios for additional learning, as well as to prove the business case

Client sent millions of emails per week without any prioritization in place except for a generic “no more than 5 emails in a rolling 7-day period.”

Few campaigns were measured due to lack of resources so little learning occurred from one campaign to the next

Tons of data, but little insight into customer needs. Segmentation existed, but marketers only targeted the most profitable customers with every campaign

Challenge/Opportunity

Results Immediate improvement in Sales/Marketing relationship leading to higher utilization of each other’s capabilities Segmentation schema adopted to help manage sales resources and drive lead nurturing email programs, training, events New SAP solution design in blue print phase Assetlink DAM system implemented Prototype Program taken to Europe and South America

Approach/Solution Organizational assessment across Sales, Marketing and Service to determine gaps in CRM efforts Created Touchmap to fully understand grower through retailer and distributor journey Developed initiatives to close gaps (OPIT) Developed requirements, RFP’s and managed bid processes for MRM, CRM solutions Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts

Client had several failures to launch CRM programsSales/Marketing not in agreement on how to proceed

Realized technology plan would not work without a Go-to-Market Strategy and clearer understanding of Marketing/Sales Needs/Objectives Business Requirements

Concern about alienating Resellers kept them from collecting relevant end user data - Sales and Marketing often blind in trying to create lead nurturing programs

Nafta-wide Agribusiness Customer Diagnostic/Touchmap

Challenge/Opportunity

Results

Multi-Brand/Retail Journey Map

Created a customer experience that drives brand loyalty, resulting in shared value for the customer and the company

Develop a 360 view of the customer to deliver what they need, when they need it, and how they want it Leverage customer data to drive actionable insights & measurable ROI Identify “quick wins” while working towards the long term strategy. Leverage the strategic framework from NA to enable it to scale to a global footprint.

Approach/Solution Organizational assessment across Sales, Marketing and Service to determine gaps in CRM efforts Created Touchmap to fully understand grower through retailer and distributor journey Developed initiatives to close gaps (OPIT) Developed requirements, RFP’s and managed bid processes for MRM, CRM solutions Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts

Client had several failures to launch CRM programsSales/Marketing not in agreement on how to proceed

Realized technology plan would not work without a Go-to-Market Strategy and clearer understanding of Marketing/Sales Needs/Objectives Business Requirements

Concern about alienating Resellers kept them from collecting relevant end user data - Sales and Marketing often blind in trying to create lead nurturing programs

Challenge/Opportunity

Results

Help Desk Content Management Diagnostic/Improvement Project

Customer Satisfaction Increased by measurable amount Lowered cost to manage content reduced 3 head count Improved brand and product information

Approach/Solution Formal diagnostic process included reviews of people, process, technology and data across multiple product

lines/divisions As Is process documentation with ramifications and detailed time and motion metrics Created To Be for process, content, taxonomy, workflow and governance including OPIT recommendations Business Case

Help desk customer satisfaction at all time low

FAQ’s and information hard to find, inaccurate and conflictingNo asset management system

Manual process with no governance between 4 touchpoints

WHY EAST BAY GROUP?PASSION/WHY EAST BAY GROUP?

The East Bay Group difference

Tell you what to do, or do it for you Don’t reveal the guts of their methodology Seek “co-dependent” relationships to

generate perpetual customers Business model leverages the “body shop”

needs of clients, and profiting on the arbitrage between hiring cheap and renting high

Sells from the top, serves from the bottom Continually sells new engagements

throughout the existing one Believe they (and only they) have the

secret to success Rely on rigid methodologies; forcing

compliance on the client

Shows you how to do it, and helps where needed

Shows all, tells all Helps build self-sufficiency in clients,

knows loyalty must be re-earned continually

Business model is a vast portfolio of plug-in capabilities – products and services – based on a self-regulated subscription model

Clients choose from a menu of services, and define our involvement

Provides self-selection or guided-selection of new services

Believes you have the ingredients for success; you just need a plan, methodology, and tool to enable you

Relies on the creative mix of an almost unlimited range of support options

Traditional Consultancies East Bay Group

We believe our skills are uniquely qualified because

We don’t sell software /systems. We are vendor agnostic and provide an independent perspective. We bring objectivity in solution design – customized for you – not a specific tool. This frees you to pick the BEST solution from whomever bids it

‘What you see is what you get’, we will not pitch a team with deep experience and then switch to more junior level team members like some big firms

We have a deep understanding of the wide range of marketing automation and operations best practices

We have extensive experience driving change in large scale retail businesses We have the ability to translate strategic needs into detailed business and

system requirements We have a deep understanding of current and emerging marketing technologies Our methodologies are proven and include a proprietary set of tools We create consistent, practical, and usable documentation Ultimately, we can deliver the optimum marketing automation that can be

implemented and will provide true lift in customer engagement.

Our team is experienced and passionate about what we do!

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