Will Scully-Power is the founder of Datarati, a marketing automation consultancy based in Australia and Marketo’s key partner in the region. As one of Marketo’s earliest partners, Will has been instrumental in spreading the word about revenue performance management. He is also a well known face on the Marketo Community. I had a chance to meet Will face to face at the 2013 Marketo User Summit. If you have the chance to do so, definitely speak with him and his team – they are fantastic.
How did you get started in marketing automation?
In 2002, I founded a marketing agency called MarketingFX, a boutique agency specializing in digital marketing for software and technology companies. In 2006, we were acquired by Salesforce.com’s leading Asia-Pacific services partner. The focus of our new business plan was to generate additional revenue streams in addition to the complimentary CRM services offering currently being delivered in the market. The logical next step was to seek a marketing automation partnership and secure the rights for selling and supporting the solution throughout the Australia & New Zealand. In 2006, we formed a strategic relationship with Eloqua to launch them within the region. In 2009, I co-founded Datarati and formed a strategic partnership with Marketo and have established them here in Australia, New Zealand and the wider Asia-Pacific region. We are the fastest growing marketing automation agency in region and now support over 150 marketing automation clients. Our CRM partners include Saleforce.com, Microsoft Dynamics, and SugarCRM.
Why did you decide to start your agency?
Prior to co-founding Datarati, I was the Data Director at the global advertising agency M&C Saatchi. After understanding the strategic digital data challenges faced by our clients, it was abundantly clear to me that to be able to deliver real actionable customer insights as an agency you needed to have control of, and access to, the data…not just marketing data (email, web, search, display, social) but sales and service data which was coming from a clients CRM database.
Tell me about your approach to client engagements.
Our strategic approach to client engagements centers on our Marketing Automation Maturity curve methodology. Our four stages include Traditional Marketing, Demand Generation, Integrated Pipeline, and Revenue Performance Management. Within each of these stages we have three core areas that we focus on with clients in order to improve their overall adoption and increase their value of their investment in people, processes and technology. Marketing automation and the path to predictable revenue is a long journey with plenty of moving parts. We use this methodology to help clients visualize their improvement in maturity over time.
What’s your favorite platform?
I have a few favorites, depending on the area of use:
- Marketo (Marketing Automation)
- Salesforce (CRM)
- Google Apps (Email)
- Dropbox (Storage)
- LucidChart (Process Design) [Oh very cool for setting up programs – Josh]
- Saasu (Accounting)
- FinancialForce (Project Management)
- Linkedin (Recruitment).
What’s been your favorite engagement so far?
All of our global clients where we are implementing and providing services across the US, EMEA, and the Asia-Pacific region. We are involved daily with hundreds of data-driven marketers across multiple languages. As such you learn a huge amount about cultures and traditions and how they ‘do marketing’ within specific countries which is quite interesting.
How is working in Australia-NZ and Asia different from other regions?
Australia and New Zealand is an island paradise. Where else can you live on the famous beach in the world (Bondi Beach) and be at your desk within 20min? A beautiful country full of beautiful people. What else can I say?
In terms of using Marketo, we see differences in these areas:
- Subscription Management Requirements vary somewhat by country.
- Social data capture and use also differs in terms of privacy laws as well as how they are used.
- Forward to friend can be challenging (compliance with local spam / privacy laws which differ from US).
- Third party apps and their ability to be used in APAC (e.g. for data collection, or address validation).
- State field picklist on forms default to U.S. values, so we have to adjust to local states or provinces.
What are the needs of firms in APAC?
We were one of Marketo’s first partners globally and have a huge amount of experience across global implementations and accounts. I remember meeting with Phil Fernandez, CEO of Marketo in his office in San Francisco back in 2009 and were discussing the maturity of the market in Australia and New Zealand. Australian marketers are some of the best in the world. The focus of their requirements when it comes to marketing automation is how they can use behavioral data to trigger all different types of multi channel campaigns using email, SMS, Direct mail and outbound calls.
Why should people choose you?
When I look at our most successful clients, it’s those who we’ve been involved with right at the beginning of their journey, even before selecting a marketing automation vendor. Our ability to develop their marketing automation strategy, roadmap and project plan are essential in being able to deliver a faster time to value in their initial investment.
Which areas do you specialize in?
We specialize in 4 areas:
- Marketo Training (Onsite & Online)
- Lead & Customer Lifecycle Marketing (Strategy, Process & Design)
- Best Practice Campaigns (Design, Build, Test, Execute, Reporting, Insights)
- Marketing Automation Maturity (Analysis & Assessments, Delivery Project Plans)
Tell me about your pricing arrangements?
We are retained monthly by our services clients. All services accounts are support by a dedicated team at Datarati. This team is led by our Group Account Director (Strategy), Senior Account Manager (Account Management), Account Executive (Execution), and a Customer Insights Analyst (Reporting). This allows for all of our services accounts to get right level of support from each of our resources.
What kinds of firms would find you the most helpful?
Firms that find us most helpful are those who understand that marketing automation is a strategic investment. They continually invest in services and expertise in an effort to help them optimize their business and its processes whilst driving a larger amount of pipeline and revenue.
What do you do for fun?
For fun I run. It keeps me fit, allows me to think and its a great form of stress relief.
What’s the best way for marketers to get in touch?
The best way to get in touch is via our website, phone, or email. We’re here for you. www.datarati.com.au +61 400 828 866 or email email@example.com
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