Q&A with Neha Sampat, CEO at Contentstack

Media 7 | January 13, 2021

Neha Sampat, Founder and CEO at Contentstack, has been named as one of the “50 Women in Tech Dominating Silicon Valley” in 2015 and “San Francisco Business Times Most Influential Women in Bay Area Business” in 2017. Previously, she has been the Founder and CEO of Digital Experience Platform (DXP) Built.io®, which was acquired by German software powerhouse Software AG in September 2018. Neha can be found appearing on keynote stages or expert panels discussing her experiences as an entrepreneur, a female leader, or her company’s role in the future of technology.You can also tune in to her newest endeavor, Dreammakers Podcast, where Neha interviews changemakers, visionaries and interesting people over a glass of wine.

Content has become the key to customer retention, and organizations are focused on leveraging it more than ever before.


MEDIA 7: You have a long track record of successfully working in multiple roles and managing diverse marketing teams. How did you come up with the idea of Contentstack?
NEHA SAMPAT:
Digital transformation became an enterprise reality for most organizations due to a culmination of modern tech trends in companies. I ran a professional services firm called Raw Engineering to help companies address all of these changes. Cloud computing was still new. Employees started to bring their smartphones to work and expected to use apps to be productive. People started to make traditional IT purchases by swiping a credit card to use a tool they needed to get work done. This led to a new array of challenges in an organization including a constant tug of war between business and technology practitioners. Further, expectations that brands would deliver more dynamic, more personalized content to more channels escalated.

Traditional content management platforms were created more than 25 years ago, built to address the needs of an IT team that manages a static website. These tools did not account for the changing role of business practitioners and marketers who could not directly use these tools to do their jobs. There was nothing available on the market to address the changing digital content needs of transforming businesses. We built Contentstack to help address all of these new challenges and spun this out of the consultancy into a product company to focus on this growing market. Today, the power and burden of dynamic content delivery fall not only on technologists but also marketers. Empowering both sides of the business has become critical to a company’s success, which is a core advantage when using Contentstack.  

Content has become the key to customer retention, and organizations are focused on leveraging it more than ever before. Our mission is to enable brands to use digital experiences to create deeper customer connections, and make an impact on the interactions consumers have with businesses across digital channels, devices, and platforms.

M7: How does Contentstack ensure an improved ROI to its users?
NS:
At Contentstack, we think about the term “Return on Experience (ROX)” as much more relevant than just Return on Investment (RoI). It includes those elements that are difficult to measure and can’t easily be attached to a “money in, money out” dollar model. While ROI is a tried-and-true baseline metric for determining the profitability of a monetary investment, it’s no longer enough to determine success based on the performance of financial investments alone. Modern businesses know it’s also vital to look at the impact of experiences — even when they don’t immediately translate to cash flow.

Measuring RoX helps organizations understand the value they are getting on investments, for example, customer engagement, or brand experience, and clearly outlines which digital initiatives to invest in to win. Where ROI captures the value created by a specific action, ROX focuses on how changes to the customer experience positively impact customer lifetime value and the financial well-being of the business. It’s a helpful gauge of how well a customer interacts with a brand and how likely they are to do so again. Contentstack works with its customers to create a framework for measuring this return over time.


While ROI is a tried-and-true baseline metric for determining the profitability of a monetary investment, it’s no longer enough to determine success based on the performance of financial investments alone.

M7: What channels do you think are the most relevant for content marketing? How do you gauge which ones are the most promising, given your target customers?
NS:
In today’s world, many channels are relevant, hence the importance for brands to establish an omnichannel strategy. The purchase journey is no longer as linear as it once was. These days, consumers often switch between many different channels and touchpoints before making a buying decision. Then they continue to use various channels to engage with the brand in the after-sales process.

As personalized digital experiences become more prevalent, the most promising content channels will become as individualized by target customers. By establishing an omnichannel play, you can ensure your customers’ experience of your brand is consistent across all of your channels and that they can move seamlessly between different channels, regardless of where they choose to spend their time. An omnichannel approach attempts to meet customers wherever they are, adapting the engagement strategy to suit the brand’s customer profiles.

M7: What challenges do you face while handling and maintaining such a highly developed AI platform?
NS:
Contentstack was the first modern content management system (CMS) to embed AI into its Editor Experience. Turnkey integrations with IBM Watson, Salesforce Einstein, and MonkeyLearn have allowed Contentstack customers to leverage AI to create highly personalized digital experiences that go beyond standard demographics and traditional audience segmentation. In many ways, AI and CMS are a match made in heaven -- at least, for end-users of a CMS. Amidst all the excitement surrounding AI, one thing is clear: There is a lot of real-time development happening, and no single vendor or solution is set to dominate the market.

In theory, AI can be applied to almost any domain, but since it learns from past behavior, a special-purpose AI is typically more useful than a generalized one. For a CMS vendor to limit themselves to embedding a single AI (built in-house or not) into its product suite is foregoing the benefits of all the innovation taking place. Instead, CMS products should be architected to take advantage of AI as they become useful and emerge as best-in-class for a particular domain. This is where a platform like Contentstack is set up to win as the era of pluggable, composable AI solutions has just begun.


An omnichannel approach attempts to meet customers wherever they are, adapting the engagement strategy to suit the brand’s customer profiles.

M7: How has the COVID-19 pandemic affected your work? What processes did you re-tool to be able to manage your team remotely?
NS:
This year, our management team was faced with the challenge of maintaining productivity, employee morale, and company culture amidst a global pandemic. Our Global Head of People worked with every employee to ensure that unique home dynamics were transformed into optimal work stations to maintain the high level of customer experience Contentstack’s clients expect, while still meeting privacy standards.

During the last nine months, maintaining the organization’s culture has been essential. We hosted virtual events to replicate some of our favorite team bonding exercises -- a global virtual celebration for St. Patrick’s Day, countless virtual “social” hours, stretching breaks, and more. Team members organized weekly remote exercise classes to ensure our team stays active and connected. We also instituted Summer Fridays, which allowed employees to take time away to spend time doing things that they enjoy.

While how we work has changed this year, what is important to us has not. The trust our customers place in us, the importance of continual growth, our sense of tribe, the joy of working with each other, and our responsibility to our community has provided a touchstone to keep us focused and motivated.

M7: Can you tell us about some of the most interesting projects that you have worked on, to date?
NS:
It’s been inspiring to witness how Contentstack has empowered our customers to weather this last year and nearly seamlessly pivot to embrace the “new normal” for business. For example - in response to the global pandemic all in-person events were either canceled or transitioned into a virtual event. Our client Ellie Mae had its annual user event scheduled, with an estimated 3,500+ attendees. Instead of canceling, Ellie Mae quickly pivoted to hosting a virtual event. Within six weeks, the team organized a full-scale digital event and relied on technology to create new assets, collateral, market the event, register attendees, and determine a live-streaming strategy. Using a headless API-first architecture, they were able to take content including sessions and keynotes, and virtualize them. The event exceeded all expectations: Not only did the number of attendees double to 7,000, but Ellie Mae was also able to gather new and valuable data at previously impossible levels, including attendee behavior, preferences and engagement. This allowed the organizers to determine what content was most useful, relevant and interesting for future interactions.

Organizations are embracing digital transformation in order to provide customers with a more streamlined, thoughtful, and engaging experience that allows companies large or small to remain competitive in this increasingly challenging market. One such example is our client, The Spectator. It’s no secret that the publishing industry has experienced significant challenges, from reduced advertising spend, to mass layoffs of staff, to the loss of print newspaper subscriptions (and a preference for digital content). The 200-year-old magazine is now working with Contentstack to enhance its reader experience to create a more personalized reader experience with a more customized online layout.

ABOUT CONTENTSTACK

Contentstack combines the best of Content Management System (CMS) and Digital Experience Platform (DXP) technology. It enables enterprises to manage content across all digital channels and create inimitable digital experiences. Renowned for earning the highest customer satisfaction in the industry, Contentstack pioneered the headless CMS category and combines content infrastructure with the industry's #1 integration capabilities to deliver a best-in-class Content Experience Platform (CXP).

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Pyramid Analytics Expands European Systems Integration Channel With Amplifi Partnership

Amplifi, Pyramid Analytics | September 21, 2022

Pyramid Analytics (Pyramid), a pioneering decision intelligence platform provider, and Amplifi, a specialist consultancy providing Advisory, Delivery and Support services for data management, data governance and data quality, today announced a partnership from Big Data LDN, the UK’s largest data and analytics conference. Expanding channel partnerships with complementary technology companies, independent software vendors (ISV), consulting firms, value-added resellers (VAR) and systems integrators (SI) is a strategic priority. Pyramid has expanded its Alliances team and partner recruitment capabilities, invested in partner training and development, and launched joint go to market programs. Key Points: Amplifi provides a portfolio of services across the data management spectrum: Strategy & Advisory; Implementation & Integration; and Managed Services & Support. Partnership enables Amplifi to broaden its service portfolio to include top-rated augmented and prescriptive analytics with the Pyramid Decision Intelligence Platform. Pyramid continues to build a roster of SI and VAR partners to extend market reach and scale. Pyramid is a CRN Channel Awards 2022 finalist in the Emerging Vendor of the Year category which recognises new and emerging organisations which have successfully supported the growth of their channel partners in the UK. To learn more about becoming a Pyramid partner in the UK & Ireland, contact bill.clayton@pyramidanalytics.com. Pyramid Analytics Demonstrates its Commitment to and Value for Channel Partners Channel partners are critical for Pyramid’s ability to continue to grow in a scalable manner, in turn offering them access to pioneering innovative technology that can transform their business. Pyramid understands that for outstanding growth to be achieved for the company and for its channel partners, its partners should be thoroughly supported with training to develop in-depth knowledge and insights. Pyramid’s partner portal is vital in delivering learning, development and growth value for Pyramid and its partners. Decision Intelligence is the Next Big Data Analytics Innovation The next major innovation in analytics is Artificial Intelligence (AI). Applying AI across Data Prep, Business Analytics, and Data Science is what separates Decision Intelligence from traditional business intelligence tools such as Microsoft Power BI, Qlik, and Tableau. AI lowers the skills barrier by automating the highly technical work needed to prepare and analyze data and create and share reports and dashboards. The Pyramid Decision Intelligence Platform delivers data-driven insights for anyone to make faster, more intelligent decisions. The Pyramid Platform provides instant access to any data, enables automated governed self-service for any person, and serves any analytics need, from the simple to the sophisticated. By uniquely combining Data Prep, Business Analytics, and Data Science with AI guidance in a single environment, the Pyramid Platform reduces cost and complexity while accelerating growth and innovation. This enables a strategic, organization-wide approach to Business Intelligence and Analytics. Quotes Bill Clayton, Vice President of Global Partner Sales, Pyramid Analytics: “Amplifi has a proven record of building solid data foundations for customers in a variety of industries. This partnership brings additional vertical expertise and services to Pyramid customers across the UKI and Europe. Importantly, analytics is the catalyst that turns data into intelligent decisions. The combination of the data infrastructure architected, deployed, and managed by Amplifi and the decision intelligence capabilities of the Pyramid Platform are highly complementary and will deliver added value to joint customers.” Mike Evans, Chief Innovation Officer at Amplifi: “Our partnership with Pyramid Analytics is a strategic step for Amplifi as we advance our capabilities and services along the Data Value Chain. Until now, our focus has been on the foundational management of data – from data strategy through to implementation of MDM, PIM and data governance frameworks. Mike Evans, Chief Innovation Officer at Amplifi: “Our partnership with Pyramid Analytics is a strategic step for Amplifi as we advance our capabilities and services along the Data Value Chain. Until now, our focus has been on the foundational management of data – from data strategy through to implementation of MDM, PIM and data governance frameworks. Being able to offer the Pyramid Decision Intelligence Platform to operate on top of that foundation means we’re able to provide increased value to our customers when they’re making business decisions with their data.” About Amplifi Amplifi is the go-to consultancy for Enterprise organizations that want their success to be driven by data. We establish and deliver data strategies that enable global brands to manage, govern and analyse their most important data so they can innovate, grow and succeed. Consistently recognized as a leader by Gartner on the Market Guide for MDM External Service Providers report, Amplifi provides strategic consulting and implementation services for industry leading B2B and B2C companies through its global offices in North America, the UK and Northern Europe. About Pyramid Analytics Pyramid is what’s next in analytics. Our unified decision intelligence platform delivers insights for anyone to make faster, more informed decisions. It provides direct access to any data, enables governed self-service for any person, and serves any analytics need in a no-code environment. The Pyramid Decision Intelligence Platform uniquely combines Data Prep, Business Analytics, and Data Science in a single environment with AI guidance, reducing cost and complexity while accelerating growth and innovation. The Pyramid Platform enables a strategic, organization-wide approach to Business Intelligence and Analytics, from the simple to the sophisticated. Schedule a demo. Pyramid Analytics is incorporated in Amsterdam and has regional headquarters in global innovation and business centers, including London, New York City, and Tel-Aviv. Our team lives worldwide because geography should not be a barrier to talent and opportunity. Investors include H.I.G. Growth Partners, Jerusalem Venture Partners (JVP), Sequoia Capital, and Viola Growth. Learn more at Pyramid Analytics.

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CHANNEL PARTNERSHIPS

Nutanix Unveils Partner Program Updates and Incentives

Nutanix | September 26, 2022

Nutanix (NASDAQ: NTNX), a leader in hybrid multicloud computing, announced the next era of Elevate, a global partner program designed to re-define the partner engagement journey. Nutanix has evolved the Elevate program focus to provide a better experience for the entire partner ecosystem and customers throughout the customer lifecycle, while staying true to the program’s unified framework. This includes an expanded benefits package to build a partner profit continuum. “The IT industry is at an inflection point in how customers want to procure and consume technology,” said Christian Alvarez, Senior Vice President of Worldwide Channel Sales at Nutanix. “With our updates to the Elevate program, we’ve addressed many of our partners’ needs to engage with customers through their lifecycle - not just selling the technology, but enabling them to adopt, perform, expand and ultimately renew. Elevate now supports and rewards partners along this entire journey through purpose-built benefits and incentives.” In the past year, Nutanix has re-architected its go-to-market strategy, programs, and tools to provide partners more control, insights, and efficiency over sales cycles. New updates to the Elevate Partner Program include: Enhanced and expanded incentives framework to reward partner ecosystem throughout the customer lifecycle For the first time in Elevate’s history, Nutanix has extended program incentives to include not only partner organizations, but individual sellers and systems engineers to ignite new customer acquisition growth. The New Business Individual Incentive will reward individual sellers and systems engineers at eligible resellers and services providers each time they sell Nutanix into net-new accounts. In the coming months, Nutanix will begin to roll out a pilot program for an Elevate Program incentive designed to reward select partners for the delivery of consistent, on-time renewal rates with their Nutanix customers. New incentive for partners that lead sales cycles autonomously Nutanix launched a Channel Led Selling Rebate Incentive for Elevate, built to reward resellers who drive deals through the entire sales cycle autonomously. Nutanix is enabling partners to realize this selling motion through new tool sets like the recently revamped Sizer 6.0 capacity planning tool and enhancements to Nutanix’s Performance + Deal Registration program. A continued focus on building partner competencies through education and certifications The Elevate program requirements introduced a new Sizing Associate accreditation requirement for all levels, designed to enable partners to speed up sales cycles through rapid capacity planning, quoting and order fulfillment using Nutanix Sizer. For more information about the new updates to Elevate and how to join the Nutanix partner program, visit: www.nutanix.com/partners Supporting Partner Quotes “As a Nutanix Champion partner, we are excited about the enhancements to the Nutanix Elevate Partner Program that drive new market opportunities for Winslow Technology Group”, said Scott Winslow, president at Winslow Technology Group. “The Elevate Program provides a value-based, partner-first approach to enable ongoing success for both our company and our customers.” “The Nutanix Elevate Program has been the framework in which we have been able to develop our skills, to position ourselves competitively in the market and to help us grow profitably,” said Arturo Moncada, Country Manager at SCC Spain. “Nutanix’s commitment to enabling its partner ecosystem to capture new market opportunities and build profit continuums really sets the Elevate Partner Program apart,” said Atul Gosar, Managing Director & Co-Founder at Network Techlab (I) Pvt Ltd About Nutanix Nutanix is a global leader in cloud software and a pioneer in hyperconverged infrastructure solutions, making clouds invisible, freeing customers to focus on their business outcomes. Organizations around the world use Nutanix software to leverage a single platform to manage any app at any location for their hybrid multicloud environments. Learn more at www.nutanix.com or follow us on social media @nutanix.

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