Anurag Goel discusses how to create a compelling business case to increase success in digital marketing during the Adobe Digital Marketing ROI Forum in Hong Kong. He highlights the importance of measuring business value and aligning objectives with key performance indicators, emphasizing that organizations that measure value are more likely to achieve timely results. Key strategies for gaining executive sponsorship and funding approval include understanding the cost of delay, leveraging benchmarking, and presenting conservative financial analyses.

1. Achieve Success with a Compelling Business Case
Anurag Goel, Asia Pacific Japan Manager, Value Engineering at Adobe Digital Marketing ROI Forum
Hong Kong, 20 May, 2014

2. Agenda
How Does a Business Case Increase Your Chances of Success1.
How Are Organizations Building a Business Case That the CFO Buys
Into, and Acts on quickly
2.
What Can You Do To Get Started?3.

3. Why a Business Case is Critical to Project Success
3
Difficulty Focusing
on Business Value
1. Excessive time to
value
2. Limited adoption
Difficulty Envisioning
and Measuring Success
1. Gaining consensus
2. Planning a way forward
Difficulty Determining
Business Impact
1. Gaining executive
sponsorship
2. Gaining funding
approval

4. Value Management Pays Off
4
Organizations that measure value are more likely to realize value on-time or early
Source: SAP Survey of 286 enterprise software projects
72%
28%
Do Not Measure Value Measure Value
73%
27%
Delay in Time to Value
On-time or
Better
89%
11%
On-time or Better
Delay in Time to Value

5. 5
Top Key Business Requirements Top Key Performance Indicators
(Activities to achieve digital marketing objectives) (Metrics to measure impact of business activities)
• Acquire New & Retain Existing Customers
• Convert New /Returning Customers
• Reduce Marketing Effort
• Identify product and customer affinities across channels to effectively segment and target the
audience
• Utilize real-time analytics integrated with the capability to create, test, target and publish content to
personalize the customer experience
• Integrate online and offline customer data from various channels to provide optimized experiences
to customers across the buying cycle
• Utilize streamlined workflow process for efficient content creation and management across
channels
• Number of visits by new customers per month from all
channels
• Average conversion rate for new and returning customers
• Number of visits by returning customers per month from
all channels
• Annual digital marketing staff costs as % of annual digital
marketing budget
Key Business Goals Digital Marketing Objectives
(The customer’s high level business priorities) (Specific measureable methods to impact business goals)
• Increase Revenue by 5% in FY 14
• Increase Market Share by 4% in FY 14
• Increase Return on Marketing Investments
(A Value Driver is a goal related activity and the associated metric used to
measure impact, i.e. KBR + KPI = Value Driver.)
Value Driver BriefXYZ Inc.
Plan for Success with a Value Driver Brief

6. 6
• Increase Revenue
• Reduce Costs
• License Cost
• Implementation
• ROI, NPV,
Payback Period
• People
• Process
• Content
• Technology
• Benchmarking
• Revenue
• Effort / Spend
• Risk
• Strategic
• Acquire
• Convert
• Reduce Effort
• Reduce Spend
• Brand Equity
1. Objectives & KBRs
4. Benefits & ROI 3. Best Practices
2. Challenges & Impact
Determine Business Impact With a Business Case

7. 7
Gain Funding Approval: CFO-Ready Business Case
Conservative Analysis Indicates Compelling Project Economics
Investment Costs & Benefits ($ millions)
$39M – 5 Year Total Benefits $5M – 5 Year Total Costs
$ 2.5
$ 3.7
$ 7.1
$ 0.4
$ 9.3
$ 0.4
$ 9.8
$ 0.4
$ 1.2$ 0.4
Millions
Net Present Value ($ millions)
NPV: $26M, ROI: 469%, IRR 600%
Millions
$ 4.8
$ 12.1
$ 19.0
$ 25.6$ 10.2
ROI: 469% Payback Period: 14 Months

8. Encourage Decision Making: Cost of Delay
8
Cost of Delay: $1.8M Every 3 Months
Year 1
$25 M -
$30 M -
$35 M -
$40 M -
$45 M -
$50 M -
Cost of Delay: $1.8M Every 3 MonthsTOTAL DIGITAL MARKETING OPERATING PROFIT
Year 2 Year 3 Year 4 Year 5
$29.2 M $30.6 M
$32.2 M
$33.8M
$35.5 M
$31.5 M
$37.0 M
$40.6 M
$42.6 M
$44.7 M
Including Projected
Benefits
(5 Year Total $196.4 M)
Current State
(5 Year Total $161.2 M)

9. 9
Question: How do we compare to our past performance?
Gain Credibility: Value Scorecard with Historical Trend of KPIs
01.02.2013
4 % -
03.05.2013 03.08.2013 02.11.2013 01.02.2014
2.5% 2.6% 2.8% 3.0% 3.2%
$161
$164
$167
$170
$185
Average Revenue per User For Returning Customers
6 % -
8 % -
10% -
12 % -
14 % -
16 % -
18 % -
20 % -
Average Revenue per User for New Customers Conversion Rate for New Customers
$140
$143
$146
$150
$160
4.4% 4.6% 4.8% 5.0% 5.5%
Conversion Rate for Returning Customers
- 20
- 40
- 160
- 0
- 180
- 200
- 60
- 100
- 120
- 140

10. 10
Question: What value are we getting from our past investment?
Gain Clarity and Transparency: Benefits Achieved Scorecard
4% ($ .2 M)
11% ($ .5 M)
34% ($ 1.6 M) 7% ($ .4 M)
8% ($ .4 M)
6% ($ .3 M)
6% ($ .3 M)
7% ($ .3 M)
15% ($ .7 M)
Revenue Increase – Acquire New Customers
Third Party Spend Reduction
Call Center Cost Reduction
Effort Reduction
Revenue Increase - Larger AOV for Returning Customers
Revenue Increase - Higher Conversion for Returning Customers
Revenue Increase - Retain Existing Customers
Revenue Increase - Larger AOV for New Customers
Revenue Increase - Higher Conversion Rate for New Customers
Total Benefits Achieved: $ 4.6 M

11. • Provide success metrics
• Increase consensus
• Offer a way forward
• Promote vendor partnering
• Prioritize business requirements
• Make value transparent
• Gain executive sponsorship
• Gain budget approval
• Reduce time to value
• Increase adoption
11
What Does This Mean to Your Organization

12. Top 5 Tips For Building a Compelling Business Case
12
Get in the Game: Talk the CFO’s Language
2 Leverage Benchmarking to Create the Case for Change
3 Prefer Being Conservative with Potential Benefits
4 Cost of Delay is Crucial to Expedite Success
5 Nothing Succeeds Like Success: Prove it Once and Repeat it
1

13. Resources to Learn More:
1. “Dollarization Discipline” Buy on Amazon
2. “Challenger Sale” Watch on YouTube
3. Hong Kong Institute of Value Management
4. SAVE International
5. Directly Contact Daniel Cham from Adobe Sales (cham@adobe.com)
6. Contact Me on LinkedIn (http://www.linkedin.com/in/anuraggoel2)
Organizations Achieve Success by Focusing on Value, Implementing
Best Practices, and Measuring Goal Achievement.
- Jim Collins, Built To Last
ANURAG GOEL
JAPAC Manager, Value Engineering
O +91.120.613.7500
M +91.987.369.0242
anugoel@adobe.com
13
Resources for Getting Started & Discussion