1) The document discusses principles of a modern marketing team at NetSuite, a cloud ERP software company. It outlines how NetSuite marketing focuses on sales-marketing alignment, a science-based approach, intent-based marketing, speed and agility. 2) Key aspects of NetSuite's marketing include generating over 50% of new sales leads, optimizing programs based on ROI data, focusing efforts on top performing channels, and identifying new growth opportunities from analytics. 3) The marketing team operates with speed and agility, constantly testing, optimizing, and changing course based on data, with a focus on repeatable and scalable processes.

1. Principles of a Modern Marketing Team
Rob Israch, Vice President, Global Marketing Programs, NetSuite
.

2. Today’s Agenda
© NetSuite Inc. 2013 Confidential 2
NetSuite
Situational
Overview
NetSuite
Marketing
Program
Strengths
Future of
NetSuite
Marketing
1
2
3

3. NetSuite: World’s #1 Cloud ERP
Background
! Publicly traded on NYSE: “N”
! 2400+ employees
! $414.5M revenue in FY13
! $123M revenue in Q1 FY14
Performance
! World’s leading cloud business
management system
! Used by 20,000+ organizations
! Fastest growing top 10 FMS WW
! Used across 100+ countries
#1 Cloud ERP Suite
© NetSuite Inc. 2014

4. Our Marketing Challenge
Must Outpace & Out Move Competition
• Purchase is strategic,
risky decision
• Multi-department
support needed
• Requires CEO, CFO
sign off
• Large incumbent
competitors,
deep pockets
• Diverse target market
• Small & growing, midsized,
large businesses
• Solutions: One system,
financials, ecommerce, CRM
• Smaller marketing
team compared to
peers

5. NetSuite Does Growth
© NetSuite Inc. 2013 Confidential 5
41.7%
5.2%
0.90%
-1.50% -4%
NetSuite Microsoft Sage SAP Oracle
Market Share Growth
Fastest Growing Financial
Management System Vendor
– 5 years running
(Gartner)
Revenue Growth
Share of Cloud Unicorns
(companies with >$1B in valuation)
35% YoY
Accelerating growth rate, YoY
15 out of 16
Next cloud unicorns are NetSuite customers
Bessemer Venture Partners, June 2014

6. NetSuite Marketing’s Contribution to Success
© NetSuite 2014
6
Marketing inputs built in to annual revenue forecast model
% of New Revenue from Marketing Leads
66%
42%
SaaSPeers
NetSuite
Sirius Decisions evaluation:
NetSuite contribution to sales 50%
+ higher than SaaS peers

7. Where We Stand Out
7
Sales-Marketing Alignment
Science -
based
Approach
Intent -
based
Marketing
Focus
Speed &
Agility

8. Where We Stand Out
8
Sales-Marketing Alignment
Science -
based
Approach
Intent -
based
Marketing
Focus
Speed &
Agility
1

9. Operating with Speed and Agility
• Build a machine
– Build the foundation you can add levels
on top of
– Look for repeatability and scalability
– Use technology to accelerate progress
• Force rank all decisions:
– Must make trade-offs
– Double-down on top performers
Publisher ROI - New
Leads
ROI - New
+ Nurtured
Cost per
Prospect
Lead to
Prospect
Rate
AAA 11.8 15.3 $4,282 0.9%
BBB 6.0 6.0 $2,380 37.5%
CCC 5.3 5.3 $7,750 5.9%
DDD 5.1 7.5 $4,333 2.4%
EEE 4.0 7.2 $2,061 7.6%
FFF 3.8 7.7 $6,038 3.1%
GGG 3.4 3.4 $6,071 3.2%
HHH 3.4 4.6 $1,642 5.3%
III 3.3 3.3 $11,250 13.3%
JJJ 3.0 4.9 $3,678 1.3%
KKK 3.0 7.2 $21,813 7.0%
LLL 2.9 2.9 $2,828 6.6%
MMM 2.3 2.6 $8,100 0.6%
NNN 2.0 3.2 $6,775 2.9%
OOO 1.4 NA NA 2%
PPP 1.2 NA NA 4%
QQQ 1.4 1.4 $5,357 9.6%
RRR 1.0 1.0 $13,066 7.5%
SSS 0.0 19.1 $9,600 0.9%
TTT 0.0 10.8 $11,055 0.5%
UUU 0.0 7.6 $3,750 16.7%
VVV 0.0 5.2 $3,714 2.5%
WWW 0.5 2.4 $28,330 0.4%
• Test and learn
– Failure is success: Fail fast, learn fast
– Constant optimization
– Change course when data shows plans
not working
• Build culture of ownership, accountability, and
specialization
Test BuildOptimize

10. Marketing Agility Values
Speed
Data
What works
Jazz
Customer Centric
Talent: Drive & Curiosity
Perfection
Intuition
What’s cool
Symphony
Integrated
Talent: Experience
Vs

11. Homepage A/B Test
© NetSuite Inc. 2014 Confidential 11
Experience A (Default) Experience B (New)
10.48%
Increase in
Click
Through
Rate
16.35%
Increase in
Conversion
Rate

12. Where We Stand Out
12
Sales-Marketing Alignment
Science -
based
Approach
Intent -
based
Marketing
Focus
Speed &
Agility
2

13. Finding intent > target market match • 70% of our leads and revenue intent-based
• Identify and maximize intent-based sources
• Optimize: landing page, web site, and program optimization
• Nurture leads to sale with educational content
• 80 / 20 rule:
• 80%: Optimize and max out top ROI performers
• 20%: Constantly identify and test growth areas
• Forecast points of diminishing returns and plant seeds for future
growth
Intent-Based Marketing Approach
26%
24%21%
11%
19%
56%
18%
18%
8%
40%
35%
23%
1%
Original lead source Lead-to-prospect Prospect-to-customer
Channel*
attribution across
the funnel
(2013)
*Channels include keyword paid, natural, online comparison tools, referrals, email, webinars, events, etc.
X months Y months

14. SEO Performance

15. SEO Content Marketing

16. Where We Stand Out
16
Sales-Marketing Alignment
Science -
based
Approach
Intent -
based
Marketing
Focus
Speed &
Agility
3

17. Science-Based Marketing
§ Let data be your guide
§ Apply data to inform your entire marketing
strategy
§ Measure on true marketing ROI and invest
based on data
§ ROI > Quality
§ Use balanced scorecard approach
§ Communicate learnings to influence
organizational change

18. Marketing Reports We Use
Timing of
reports
Type of reports
Real time
Dashboards
and KPIs
• New vs nurtured leads
• By region, product, employee size, program
Prospects, customer conversion
In–system
reports
• Lead category, source count by segments
• Revenue by source by segments
Monthly Detailed
Marketing
Performance
• New, nurtured leads by source, employee
size, sales team, industry, region, prospect,
customer, etc
Quarterly • ROI campaign performance reporting
• ROI reporting for all paid programs
• ROI by paid keyword reporting
Full-funnel View

19. Optimize with Program Revenue Contribution

20. Measure All Programs Down to ROI
§ Measure and prioritize marketing program investments
§ Identify opportunities to expand and which programs to cut and optimize
§ Use balanced scorecard approach
Publisher ROI - New
Leads
ROI - New +
Nurtured
Leads
Cost per
Prospect
Lead to
Prospect
Lead to
Customer
TOP
AAA 40.4 40.4 $49,500 2.9% 2.9%
BBB 10.1 10.1 $2,679 9.4% 1.9%
AVE
DDD 0.2 0.2 $145,000 33.3% 33.3%
EEE 0.0 0.0 $169 7.7% -­‐
FFF 0.0 0.0 $3,300 5.0% -­‐
POOR
KKK 0.0 0.0 - 0.0% -­‐
LLL 0.0 0.0 - 0.0% -­‐
MMM 0.0 0.0 - 0.0% -­‐
OOO 0.0 0.0 - 0.0% -­‐

21. Data Impacts Far More Than Program Optimization
Segment
Lead to
Customer
Conversion
Opportunity
Count
Customer
Count
Target
Universe
Universe
Penetration
Rate
Reference
Customers Satisfaction
AAA 1.0% 92 15 73,944 0.04% 8 8.1
BBB 0.6% 69 12 42,956 0.14% 8 8.3
CCC 0.6% 17 6 51,177 0.11% 3 6.7
DDD 1.5% 59 9 7,558 0.16% 1 7.0
EEE 1.2% 31 5 16,415 0.07% 1 7.4
Prioritize
segments
and targets
Understanding
demand and
customer language
Improve
messaging
Improve web
site performance

22. Pitfalls of Data
1 You don’t always have
ROI
§ Look for predictors of sale (cost per
opportunity, lead to prospect
conversion, etc)
§ Use balanced scorecard approach
2 Paralysis analysis § Value of data is directional: look for
patterns to find meaning
§ Some decision better than no decision
>> No deer in headlights
3 Data is only focused
on past, leaves no
room for creativity
§ Data provides focus for creativity to
leap off of. Testing validates best
creative approaches
§ Forecast points of diminishing returns
and clues to next growth channels
§ Use predictive modeling approaches

23. Data Highlights Future Opportunities
Early Funnel
Sources Not
Significant
Contributor to
Revenue
26%
24%21%
11%
19%
56%
18%
18%
8%
40%
35%
23%
1%
Original lead source Lead-to-prospect Prospect-to-customer
Channel*
attribution across
the funnel
(2013)
X months Y months

24. ERP Buying Experience
© NetSuite Inc. 2013 Confidential 24
NetSuite
Confiden.al
NetSuite
Confiden.al
Buyer
Stage
Status
Quo
Understand
Requirements/
Op5ons
Engage
Vendor(s)
Iden5fy
Problem/
Opportunity
Make
Decision/
Purchase
Key
Question
How do I manage
basic finance
operations?
How do I support
growth triggers/
scenarios?
How are my peers
addressing similar
challenges?
Which vendor solves
my problems easily
and quickly?
Will the exec team
(CFO) buy into this
vendor?
Next Step
Requirement
Potential
Roadblock
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Buyer
Activity
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