Q&A with Andrew Addison, CEO at Purple Square

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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Ingram Micro | December 12, 2023

Ingram Micro is enabling thousands of channel partners worldwide to do more with more as a Premier Amazon Web Services (AWS) Consulting Partner and an award-winning Geo and Global AWS Distributor Partner of the Year recipient. Demonstrating its deep and wide technical knowledge and professional services expertise, Ingram Micro has been honored by AWS with two high profile wins – 2023 Global Distributor Partner of the Year and North America Distributor Partner of the Year. Both awards recognize Ingram Micro for playing a key role in helping channel partners worldwide accelerate success and move businesses to AWS through all phases of complex migration projects, including discovery, planning, migration, and operations. The North America honor is a back-to-back win for team Ingram Micro. Announced during AWS re:Invent 2023, the Geo and Global AWS Distributor Partner of the Year Awards shine the spotlight on Ingram Micro’s high-performing team and continued investments in advanced AWS technical talent, professional services and cloud migration competencies. “Through a strategic alliance with AWS, Ingram Micro has played a pivotal role in empowering Keystone Technologies to take the lead in healthcare EHR data solutions,” says Andy Belval, Chief Revenue Officer, Keystone Technologies. “Ingram Micro’s expertise in cloud solutions, coupled with a dedicated relational partner approach, not only enhances their own business value but also significantly contributes to Keystone Technologies’ ability to deliver better outcomes and cost savings for our healthcare customers.” In 2023, Ingram Micro’s AWS business continued to grow with more and more partners leveraging Ingram Micro to progress through their AWS Partner Network (APN) journey. Ingram Micro navigates AWS partners through APN programs while also expanding their services capabilities including assessment, design, deployment, and management of cloud migrations with greater speed. Additional differentiators to Ingram Micro’s success with AWS channel partners include its wide and deep executive relationships, as well as its Center of Excellence, strategic acquisitions of technical talent, and expansion of its Professional Services portfolio as it relates to cloud and migration services. “Ingram Micro’s early adoption of Cloud, understanding of an entrepreneur's needs and focus on the success for us to become one of their largest AWS resellers is what we were looking for in a distribution partner to grow our business and improve our value in the eyes of our customers,” says Dao Jensen, CEO of Oak Rocket. Ingram Micro provides channel partners access to experienced talent and professional services that can help them accelerate the customer cloud adoption journey including the technical personnel, tools, education, technology, and technical support needed to ideate, deploy, and manage AWS solutions. “AWS is a gold mine of opportunity for an MSP yet remains a heavy lift for most,” says Duncan Robinson, vice president, growth partnerships, Ingram Micro. “We’re here to help our channel partners optimize their sales cycle and effectively design, deploy, and manage AWS solutions that improve the customer’s experience, performance, reliability, and agility, while reducing the total cost of ownership.” Ingram Micro’s long-standing and successful relationship with AWS includes earning several AWS Competency and AWS Service Delivery designations in recent years, including being the first global distributor to earn the AWS Migration Competency and more recently being awarded the AWS Data & Analytics Competency. Other designations include the AWS Cloud Management Tools (CMT) Competency, the AWS DevOps Consulting Competency, and the AWS Config Service Delivery designation. “The experience that Mxmart has had working with Ingram Micro as a strategic partner of AWS has been fundamental for our growth,” says Dario Gomez, CEO Mxmart Solutions. “The support we’ve received technically, commercially, and via programs has added invaluable strength to our company.” About Ingram Micro Ingram Micro is the business behind the world’s brands with the ability to reach nearly 90 percent of the world’s population. Our diverse solutions portfolio includes advanced and specialty solutions, cloud, mobility, and commercial/consumer technologies, while enabling a global circular economy with full-service IT Asset Disposition and reverse logistics and repair services. Leveraging investments in technical, financial, and marketing resources, Ingram Micro helps customers run their businesses better and grow their technology practices faster. Ingram Micro operates in 59 countries and reaches close to 200 countries. We have approximately 26,000 associates committed to providing our more than 161,000 customers and 1,500 vendor partners worldwide with a superior experience. Our fully digital, AI-driven business platform, known as Ingram Micro Xvantage™, eliminates the friction of doing business in IT and allows our customers to have a more insightful experience both buying and managing technology. We are also fully committed to being a global steward with world-class ESG practices.

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ServiceNow Unveils Next Wave of Partner Program Transformation with New Specializations

Business Wire | January 24, 2024

ServiceNow (NYSE: NOW), the leading digital workflow company making the world work better for everyone, today unveiled the next wave of partner program transformation with new Specializations. As part of the revamped ServiceNow partner program announced in January 2023, the recently developed Partner Specializations are the next step in the partner program evolution for partners to unlock new revenue opportunities and earn a range of benefits to further grow their practice. Announced today at ServiceNow Partner Kickoff in Las Vegas, partners can obtain three Specializations which include Service Operations, Serve the Customer, and Power the Employee. ServiceNow is on a path to significantly increase the percentage of net new revenue sourced by partners in the coming years by supporting partners who build the ServiceNow platform into the core of their business models. Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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