Q&A with Andrew Addison, CEO at Purple Square

Media 7 | July 27, 2021

Andrew Addison, CEO at Purple Square, comes with over 20 years of specialising in the provision of data, application and other technical solutions for CRM and Marketing. He is focused particularly on Campaign Management & Selection, Analytics, Data Quality Assessment & Improvement and GIS. He has a strong fusion of Business and Technical knowledge to deliver appropriate and meaningful solutions to the wider business community.

Change is constant and it is difficult to ensure people, process, and technology adapt at the same rhythm…difficult, but not impossible!



MEDIA 7: Could you please take us through your professional journey?
ANDREW ADDISON:
I’ve been working in marketing technology for around 25 years now and I remain, after all these years, a tech and data geek at heart. Throughout my career, from small MarTech consultancies, major consumer organizations, and multiple technology vendors, pushing the capabilities of technology has been a core part of my interest.

A little over ten years ago, I started Purple Square with a desire to work with brands to maximize the potential of their marketing technology – the very same thing we continue to focus on today. At that time, the business focused on the Unica suite, as that’s where my background experience lay. Over the years, we’ve “gone international” with offices in Australia and Europe, and as a vendor-agnostic business, we now work with a number of leading marketing technology platforms including Adobe, Salesforce, Unica, and Acoustic.


M7: Purple Square just turned 10! Looking back, what are some of your biggest achievements?
AA:
Many of the Purple Square team members have been with us for a long time now and have become good friends. The bringing together of this group of strong marketers, technologists, consultants, commercial and operations people, is most definitely our greatest success. For me, this became particularly obvious over this last season, during the COVID-19 pandemic, when I have seen just how much the team care about each other and Purple Square, taking the time to check in with each other, doing what it takes to support one another, and generally being understanding that these times are not normal.

We’ve had many milestones as a business, whether that’s been launching new services, expanding our presence, or working with new vendors. But where we really see and feel a sense of success hasn’t changed since day one. The achievements we always feel most proud of are those we share side by side with our clients, helping them reach their strategic marketing automation goals.


One of the biggest areas for marketing teams to focus on is going to be how effectively they can use these technologies to meet their strategic marketing goals.



M7: If a business is looking to maximize its marketing automation investment, how would Purple Square’s consultancy services help them achieve that?
AA:
We always say, technology is the enabler, not a magic bullet. What we do as a strategic partner for our clients, is to look at the whole picture – that includes people, process, and technology. This powerful trio working together is what really ensures the success of a marketing automation investment.

For example, we often run a marketing automation health check for brands who are struggling to see returns on investment or understand how effective their marketing efforts are – this process, without fail, will always surface issues in each of these areas, which are generally interconnected. Marketing platforms constantly release new features which are not adopted, team members come and go and take with them their level of expertise, processes fall into the traps of ‘we’ve always done it that way’ or ‘it’s just a temporary workaround’. Change is constant and it is difficult to ensure people, process, and technology adapt at the same rhythm…difficult, but not impossible! Our consulting and service teams work with our clients and partners to build a roadmap to deliver both, short-term tactical advancements whilst also keeping an eye on the strategic, 3-5 year vision for marketing.


M7: What are some of the strategies and tactics you have in place to help your clients drive revenue?
AA:
We see ourselves as long-term strategic partners for our clients. As such, their goals become our goals. We support our clients in a variety of ways and this changes as their needs change. Strategic and technical consulting to understand the best way to achieve a goal may sit alongside daily campaign execution via our Campaign Delivery service. We become an extension of our client’s team, offering them an attrition-proof resource that can step in for either more strategic support, a technical capability they may not have or need in-house all the time or, day-to-day campaign support.

We collaborate closely with our clients and partners to understand their business objectives and immediate pain points, putting in place appropriate plans and solutions to help the client achieve success, mitigate risk and build meaningful capabilities with their customers. Sometimes those solutions might not be the most lucrative for Purple Square, but then we know our clients’ success is a priority and results in incredibly trusting relationships, which means we’re the first port of call when the next project or challenge arises.


The good news is that marketing management technology has been around for a while and is evolving at a rapid speed to meet the demands of our new hybrid way of working.


M7: According to you, how should marketing teams restructure their processes and methodologies to cope with the changing shifts in the market?
AA:
Over the last eighteen months, we’ve moved into a world where marketers have had to work remotely and that has created a real advancement in the way we build and use marketing technology to support our marketing planning and execution. We’ve moved into a hybrid model of working now, where partial or full remote working is a reality that brands have adjusted to and this kind of working is not likely to go anywhere. The knock-on effect of this is a greater reliance on technology, so marketing teams really have to ensure their processes are tight and that everyone is following them. The good news is that marketing management technology has been around for a while and is evolving at a rapid speed to meet the demands of our new hybrid way of working. The technology to support the changing shifts in the market exists and continues to advance. One of the biggest areas for marketing teams to focus on is going to be how effectively they can use these technologies to meet their strategic marketing goals. Again, people, process, and technology must be aligned to cope with the changing shifts in the market.

ABOUT PURPLE SQUARE

Purple Square help the world's biggest brands maximise their marketing automation potential. They provide a range of services supporting leading Marketing Technology platforms. These include strategic and technical consulting, implementation services, training and managed services in the form of campaign delivery and application management. Their Marketing Automation Health Check provides a robust 360 evaluation of your current marketing implementation and the business processes that govern it.

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Purpose-built in the cloud with a single lightweight agent, the CrowdStrike Falcon platform enables partners to rapidly deliver solutions spanning endpoint security and XDR, cloud security, identity protection, data protection, managed threat hunting, security and IT operations, threat intelligence and log management at scale and without friction. The CPSP program will: Offer flexible choice of solutions aligned to a customer’s business needs: CPSP partners can choose to incorporate CrowdStrike package bundles or individual Falcon platform modules into their security offerings to their customers. Provide opportunity to enhance profitability with new incentive structures: CPSP partners will have a variety of discount options including: CPSP partner discount for specialized package bundles and add-on modules, powered by the Falcon platform. Volume-based discounts for CPSP package bundles, which enable partners to accelerate their speed to market with industry-leading CrowdStrike products. Optimize go-to-market with new Elite tier: Elite CPSP partners are incentivized with new value-added bundles, new discounts, additional partnership and technical support, enhanced go-to-market support, executive sponsorship and unique CPSP-focused partner campaigns to help increase customer satisfaction with advanced security capabilities. “Partners love the value that they get from the CrowdStrike Falcon platform, as it provides the highest level of protection for customers and is easy to implement and manage. We wanted to make sure that service providers got additive value when introducing the CrowdStrike Powered Service Provider program. To that end, we developed the CPSP program in partnership with GSIs, MDR vendors, MSPs, MSSPs and Telcos to ensure we were meeting their needs and empowering them to grow their businesses,” said Michael Rogers, vice president, global alliances at CrowdStrike. The CrowdStrike Powered Service Provider program recognizes and rewards partners who are committed to uphold CrowdStrike’s mission of stopping breaches through the delivery of their services underpinned by the Falcon platform. Elite CPSP partners for the CrowdStrike Powered Service Provider program include: Cyber Defense Labs, Deloitte, eSentire, Marco Technologies, Orange Cyberdefense and Sirius. Elite CPSP Partner Quotes Robert Anderson, Jr., Chairman and CEO at Cyber Defense Labs: “As cyberthreats keep evolving and getting more complex, companies require specialized expertise in cyberattack prevention. Combining CrowdStrike’s world-class, advanced CrowdStrike Falcon platform with Cyber Defense Labs’ comprehensive cybersecurity solutions and world-class service enables us to stop breaches in real time, as well as maintain our forward-looking approach to protecting organizations from sophisticated cyberthreats they face today and in the future.” Curt Aubley, MXDR by Deloitte leader and a Deloitte Risk & Financial Advisory managing director, Deloitte & Touche LLP: “Helping our clients achieve meaningful cyber resiliency outcomes is important—and our Managed Extended Detection and Response (MXDR) by Deloitte platform can help clients benefit from a broad offering of XDR services and solutions. By combining our industry-leading security capabilities with innovative technology from our alliances such as the CrowdStrike Falcon platform, we can assist clients with their current and future cyber needs. As such, we’re excited to collaborate with CrowdStrike further and be named one of their Elite CPSP providers.” Kurtis Armour, VP of Product Management at eSentire: “eSentire is proud to be an Elite CPSP partner and one of its leading Managed Detection and Response partners, securing the critical data and applications of more than 650 mutual customer organizations globally with 24/7 multi-signal MDR. As a result of being powered by CrowdStrike, we can protect organizations where they are targeted most – across their endpoint, network, cloud and identity data sources. No matter where their data or users reside, security leaders can trust in eSentire to deliver the added value of 24/7 threat hunting, investigation, containment and remediation expertise – all with a Mean Time to Contain of just 15 minutes.” Mike Burgard, CISO of Marco Technologies: “Marco prides itself in providing best-in-class services to our clients. One of the ways we achieve this is by powering our services with the CrowdStrike Falcon platform. The CrowdStrike Powered Service Provider program allows us to expand our security services to adapt quicker to changes in the industry and ultimately better meet our client’s needs.” Benjamin Serre, Chief Development Officer, Orange Cyberdefense France: “SMB customers are particularly vulnerable to cyberattacks and need cybersecurity solutions that constantly adapt as the threats evolve. We are delighted to have chosen CrowdStrike for our managed services Cyber Protection. Combined with the Orange Cyberdefense expertise, especially pro-active hunting, it provides them with the next-generation of cybersecurity services.” Tom DeCoster, Vice President of Managed Services at Sirius, a CDW company: “Joining the CrowdStrike Powered Service Provider Program recognizes CDW’s proven track record of helping Customers achieve their outcomes. By harnessing the power of the CrowdStrike Falcon platform, we are able to help customers meet their security needs with unrivaled speed and reduced complexity.” Robert Anderson, Jr., Chairman and CEO at Cyber Defense Labs: “As cyberthreats keep evolving and getting more complex, companies require specialized expertise in cyberattack prevention. Combining CrowdStrike’s world-class, advanced CrowdStrike Falcon platform with Cyber Defense Labs’ comprehensive cybersecurity solutions and world-class service enables us to stop breaches in real time, as well as maintain our forward-looking approach to protecting organizations from sophisticated cyberthreats they face today and in the future.” About CrowdStrike CrowdStrike (Nasdaq: CRWD), a global cybersecurity leader, has redefined modern security with one of the world’s most advanced cloud-native platforms for protecting critical areas of enterprise risk – endpoints and cloud workloads, identity and data. Powered by the CrowdStrike Security Cloud and world-class AI, the CrowdStrike Falcon® platform leverages real-time indicators of attack, threat intelligence, evolving adversary tradecraft and enriched telemetry from across the enterprise to deliver hyper-accurate detections, automated protection and remediation, elite threat hunting and prioritized observability of vulnerabilities. Purpose-built in the cloud with a single lightweight-agent architecture, the Falcon platform delivers rapid and scalable deployment, superior protection and performance, reduced complexity and immediate time-to-value.

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