East Bay Group is a marketing and CRM consulting firm with over 20 years of experience. They focus on developing marketing and CRM strategies and ensuring execution through tactical implementation. Their approach involves assessing clients' organizations, creating customer journey maps, developing initiatives to close gaps, and generating requirements and managing bid processes for marketing technology solutions. They help clients improve processes, leverage data insights, and drive growth through optimized marketing and customer relationship programs.

1. East Bay Group
About Us
Our Qualifications
Team Bios
Our Clients
Case Studies

2. Who is East Bay Group?
PROVEN MARKETING C-SUITE
MARKETING AUTOMATION &CRM
PRACTITIONERS, EXPERIENCED COST EFFECTIVE
STRATEGY & DELIVERY
CONSULTANTS
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• Proven partners to senior • Practical, down-to-earth
• Intense Customer Focus executives deliverables
• Strategy • 20+ years experience on the • Focused (as opposed to
client, consulting and agency side universal)
• Deep experience with CRM, Multi- of the business. • Action-driven (implementation
-Channels, Data, Technology, • Unique approach to client service- over strategy)
Process and People We help clients help themselves • ROI-centered with a focus on
• We involve client in execution (“do generating ROI. and positioning
• Customer Journeys for long term growth
with” not “do for”)
• Provide coaching and tools, not • Low Overhead – you pay only for
just consulting the resources needed
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3. Our Products & Services
Technology Strategy & Roadmap
Growth Strategies T
M For immediate returns and long term Plan for marketing enablement
Business Requirements E
A growth
Lead Generation Defining requirements and prioritizing C
R
Maximize profitable customers Technology Implementation H
K Change Management and planning
Interactive Marketing N
E Deep expertise in Social, mobile, web, Program & Project Management
O
T CRM Manage and monitor project implementation
to meet business and financial metrics L
I Maximizing acquisition and loyalty
Customer Experience Vendor Selection and Management O
N Assistance with vendor selection and
Customer journey mapping G
G Churn management management of 3rd party vendors
Channel Integration Y
MARKETING
T
I Qualitative R
N Social Media listening
Knowledge Management A
S Quantitative Organization and knowledge transfer
Segmentation,, A/B Testing & Offer optimization N
I Organizational Design
Business Intelligence S
G Dashboard development and reporting
Org Design to support CRM
Change Management F
H Consumer Insights Capabilities Organizational readiness to accept and O
T Enhancing and complementing the skills of marketing embrace change
organizations R
S Future CRM Trends
Metrics and Reporting Design Quarterly updates on global trends that affect M
Define KPI and establish reporting your industry . 3

4. As Practitioners We Focus on Added Value
As consultants we employ a non-disruptive model with a balance of on-site and
off-site work by mature professional consultants
Traditional
Strategic
Management
Consulting
Traditional
Agencies,
Marketing
Process and
Technology
Consulting
Speed to Market
Comprehensive Services
Our experience accelerates progress to market. Affordable Cost
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5. How we grow your business
One to One Customer Engagement
CRM Database Customer Business Marketing Process Vendor Performanc
Strategy Capabilities Insights Intelligence Enablemen and Selection e
t Organizatio and Dashboard
nal Impact Manageme
nt
We use a variety of tools, processes and technology to bring customer data
to life. Understanding your customers and how to communicate with them will
help drive loyalty and repeat purchasing to drive bottom line results.
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6. How we grow your business
Process driven approach utilizing left and right brain skills
Understand
customers &
business
Define
KPI and
business goals
metrics
& objectives
Develop
Process
functional
redesign &
business
improvement
requirements
Organizational Technology
role alignment Requirements

7. East Bay Group Links All The Pieces Together…
Clear Strategic Roadmap
Project Management Sustainable Competitive
Knowledge Transfer Advantage
Organizational Alignment
Vendor Experience
Streamlined Repeatable Processes
Consistent Metrics/KPIs
Innovation
Benchmarking/Continuous Learning
Clear Customer Centric Strategy
Technology Implementation
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8. KNOWLEDGE/QUALIFICATIONS
OUR QUALIFICATIONS
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9. PRACTICAL. PASSIONATE. PROVEN.
Valerie has more than 20 years of diverse experience delivering accelerated growth and
strong bottom line results. Valerie has successfully led multi-functional teams to ensure
marketing strategy is translated into technical solutions.
Valerie Peck
CRM Practice Leader
Valerie focuses on developing Marketing and CRM strategies and driving them through tactical execution. She is highly
skilled in developing and executing marketing/relationship and sales strategies within both large scale and startup
organizations. She specializes in the area of utilizing technology for strategic advantage. Her areas of expertise include
all facets of relationship management, marketing optimization and customer-centric service. Acknowledged for developing
BI/KM capabilities within corporations as well as professional services firms.
Valerie has multi-vertical CRM expertise with over 50 clients such as Samsclub, Limited Brands, Overstock.co, Bluefly,
Royal Caribbean, EDS, Blue Shield of CA, Bank of Turkey, HP and Luxottica to name a few. She also has strong repeat
client business in integrated marketing, digital marketing and marketing automation such as HP, Houghton-Mifflin, Wells
Fargo, Bank of America and Kaiser Permanente. She has significant B2C and B2B experience.
Her client side experience was gained within the industry leading CRM practitioners in telecommunications, starting her
career with Pacific Bell and then Director of Strategic Alliances and Product Marketing at StorageTek and Director of
Marketing for PwC’s High Technology practice in the West Coast.
Valerie has a BS in Marketing and an MBA from the University of Southern California.
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10. PRACTICAL. PASSIONATE. PROVEN.
Anne is an experienced Marketer and CRM subject matter expert. Her focus on detail
and strong writing skills enable her to produce insightful and usable deliverables
across the spectrum of marketing/CRM projects.
Anne Cramer
Director
Anne Cramer has been a Marketing and Customer Relationship Management professional for over 10 years. She
has working with both client side and consulting engagements. . She has served as a strategy consultant both with
Peppers and Rogers Group and in her own practice, and she has worked on the client side implementing two
successful CRM programs at Blue Shield of California and Ubisoft Entertainment. She specializes in customer
journey mapping, process Mapping & Improvement, Email Marketing & Marketing Communications, Qualitative and
Quantitative Market Research and Customer Lifetime Value and Needs Analysis. Anne has both B2B and B2C
subject matter expertise.
Anne has an MBA from Cornell University, a Master of Arts in International Development from the American
University, and a Bachelor of Arts in International Relations from the University of Southern California. She is in the
Association of Women MBAs – Vice President, 2004-2007 as well as the Gerson Lehrman Group Council of
Advisors, Scholar (ranked in the top 20% of advisors for industry expertise) She is fluent in French, Conversational
Czech and Spanish
.
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11. PRACTICAL. PASSIONATE. PROVEN.
Darcy is a multi-channel marketing strategist and customer insight expert with exceptional
credentials in CRM, CEM and direct marketing with deep expertise in digital marketing.
Darcy Bevelacqua
NY – CRM Practice Lead
Darcy has worked with Fortune 500 clients for over 15 years to drive accelerated organic growth specializing in customer
relationship marketing, social media, technology enablement, customer analytics /measurement, and ecommerce.
Darcy refined her craft as an Associate Partner while at Accenture within the CRM practice and ultimately led CEM as
SVP Strategic Services at Harte Hanks. She has prior marketing experience on the client side as an employee at Revlon,
American Express and Prodigy.
She has CRM experience building full system capabilities in retail (Anne Taylor, Gilt, RadioShack, Victoria’s Secret), and
health/beauty (Bath and Body Works, Revlon, GNC, Merck).
Darcy has a BA in Psychology from Hood College and an MA in HR from the New School for Social Research. Darcy is
on the Board of the Social Media Council, Direct Marketing Idea Exchange and Marketing Executives Networking Group.
She is also an Echo Awards Judge for the DMA, and Temple University Mind Your Own Business Judge.
.
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12. Representative Clients and Industries
Media & Entertainment
Travel/Cruise
Retail
Health Care

13. Representative Clients and Industries
Marketing , Advertising
& Consulting Services
Telecom
High -Tech
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14. EXPERIENCE/CASE STUDIES
CASE STUDIES OF SIMILAR
WORK
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15. Marketing Department Diagnostic and Recommendations
Challenge/Opportunity
Low level of confidence in
data/reporting Manual campaign design,
Marketing struggling with increased approval, load and tracking
email and DM campaign execution Poor data availability, accuracy, process decreased ability to
fitness for purpose meet sales/lead generation
goals
Approach/Solution
 Formal diagnostic process included reviews of people, process, technology and data across 4 lines of business/brands
 Recommended 19 initiatives organized by timing and importance
 Developed shared services team including MKT/IT/HR/Operations to execute on initiatives
 Specific process and data recommendations to improve through quick hits and strategic outsourcing
Results
 Marketing increased campaign execution programs by 50%
 SI contracted to work on initiatives
 Automated 20-30% of loads and other manual campaign efforts
 Outsourced email marketing and analytics temporarily to alleviate overtime and improve targeting accuracy

16. Proof of Concept: Campaign Management Optimization
Challenge/Opportunity
Tons of data, but little insight into
Client sent millions of emails per week Few campaigns were measured customer needs. Segmentation
without any prioritization in place except for due to lack of resources so little existed, but marketers only targeted the
a generic “no more than 5 emails in a rolling learning occurred from one most profitable customers with every
7-day period.” campaign to the next campaign
Approach/Solution
 Selected several campaign types to prove a case for optimization
 Utilized tools such as Tableau for data mining and Unica Optimize for implementation of prioritization rules
 Ran campaigns through Optimize using new rules
 Tested various scenarios for additional learning, as well as to prove the business case
Results
 Improved projected results with new set of prioritization rules
 Proved the case for Optimization based on incremental revenue
 Provided deeper insight into customer base
 Empowered team with a strong set of tools
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17. Nafta-wide Agribusiness Customer Diagnostic/Touchmap
Challenge/Opportunity
Client had several failures to launch CRM Realized technology plan would not Concern about alienating
programs work without a Go-to-Market Strategy Resellers kept them from
and clearer understanding of collecting relevant end user data
Sales/Marketing not in agreement on how to - Sales and Marketing often blind
proceed Marketing/Sales Needs/Objectives
Business Requirements in trying to create lead nurturing
programs
Approach/Solution
 Organizational assessment across Sales, Marketing and Service to determine gaps in CRM efforts
 Created Touchmap to fully understand grower through retailer and distributor journey
 Developed initiatives to close gaps (OPIT)
 Developed requirements, RFP’s and managed bid processes for MRM, CRM solutions
 Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts
Results
 Immediate improvement in Sales/Marketing relationship leading to higher utilization of each other‟s capabilities
 Segmentation schema adopted to help manage sales resources and drive lead nurturing email programs, training, events
 New SAP solution design in blue print phase
 Assetlink DAM system implemented
 Prototype Program taken to Europe and South America

18. Multi-Brand/Retail Journey Map
Challenge/Opportunity
Realized technology plan would not Concern about alienating
Client had several failures to launch CRM work without a Go-to-Market Strategy
programs Resellers kept them from
and clearer understanding of collecting relevant end user data
Sales/Marketing not in agreement on how to Marketing/Sales Needs/Objectives - Sales and Marketing often blind
proceed Business Requirements in trying to create lead nurturing
programs
Approach/Solution
 Organizational assessment across Sales, Marketing and Service to determine gaps in CRM efforts
 Created Touchmap to fully understand grower through retailer and distributor journey
 Developed initiatives to close gaps (OPIT)
 Developed requirements, RFP’s and managed bid processes for MRM, CRM solutions
 Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts
Results
 Created a customer experience that drives brand loyalty, resulting in shared value for the customer and the
company
 Develop a 360 view of the customer to deliver what they need, when they need it, and how they want it
 Leverage customer data to drive actionable insights & measurable ROI
 Identify “quick wins” while working towards the long term strategy.
 Leverage the strategic framework from NA to enable it to scale to a global footprint.

19. Help Desk Content Management Diagnostic/Improvement Project
Challenge/Opportunity
FAQ‟s and information hard to
find, inaccurate and conflicting Manual process with no
Help desk customer satisfaction at all governance between 4
time low No asset management system touchpoints
Approach/Solution
 Formal diagnostic process included reviews of people, process, technology and data across multiple product
lines/divisions
 As Is process documentation with ramifications and detailed time and motion metrics
 Created To Be for process, content, taxonomy, workflow and governance including OPIT recommendations
 Business Case
Results
 Customer Satisfaction Increased by measurable amount
 Lowered cost to manage content reduced 3 head count
 Improved brand and product information

20. PASSION/WHY EAST BAY GROUP?
WHY EAST BAY GROUP?

21. The East Bay Group difference
Traditional Consultancies East Bay Group
 Tell you what to do, or do it for you  Shows you how to do it, and helps where
 Don‟t reveal the guts of their methodology needed
 Seek “co-dependent” relationships to  Shows all, tells all
generate perpetual customers  Helps build self-sufficiency in clients,
 Business model leverages the “body shop” knows loyalty must be re-earned
needs of clients, and profiting on the continually
arbitrage between hiring cheap and renting  Business model is a vast portfolio of plug-
high in capabilities – products and services –
 Sells from the top, serves from the bottom based on a self-regulated subscription
 Continually sells new engagements model
throughout the existing one  Clients choose from a menu of services,
 Believe they (and only they) have the secret and define our involvement
to success  Provides self-selection or guided-selection
 Rely on rigid methodologies; forcing of new services
compliance on the client  Believes you have the ingredients for
success; you just need a plan,
methodology, and tool to enable you
 Relies on the creative mix of an almost
unlimited range of support options

22. We believe our skills are uniquely qualified because
 We don‟t sell software /systems. We are vendor agnostic and provide an
independent perspective. We bring objectivity in solution design – customized
for you – not a specific tool. This frees you to pick the BEST solution from
whomever bids it
 „What you see is what you get‟, we will not pitch a team with deep experience
and then switch to more junior level team members like some big firms
 We have a deep understanding of the wide range of marketing automation and
operations best practices
 We have extensive experience driving change in large scale retail businesses
 We have the ability to translate strategic needs into detailed business and
system requirements
 We have a deep understanding of current and emerging marketing technologies
 Our methodologies are proven and include a proprietary set of tools
 We create consistent, practical, and usable documentation
 Ultimately, we can deliver the optimum marketing automation that can be
implemented and will provide true lift in customer engagement.
 Our team is experienced and passionate about what we do!
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