Clients buy marketing tools to help their teams plan, build, and execute a wide variety of complex activities. But all too often, software sits on the shelf, teams lack coordination, and in the end, clients do not see promised outcomes. In this session, Jay will outline the VRF precepts and highlight customer examples that emphasize the incremental, process-focused, and cross-tool linkages that are driving client success.

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VALUE REALIZATION
FRAMEWORK
Unlocking the Power of the Adobe Cloud
Jay Mellman
VP, Account and Market Strategy

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EPSILON HAS STRONG CREDENTIALS IN THE
ADOBE MARKET
Epsilon Adobe Credentials Epsilon Delivers Broad Services Major Activity with Adobe
Overall:
• 10-year partnership
• One of 10 Global Adobe partners
• Certified across all components of
Adobe Experience Cloud.
• 50+ Experience Manager projects
• 50+ Campaign projects
• 60+ Analytics projects
• 30+ Target projects
• 25+ Audience Manager projects
• 400 Adobe technology specialists
for 24/7 support
• Certified Adobe Amplify solution
(AEC+ Agility Loyalty)
Marketing
data
Behavioral and
Transactional info on
190M+ Consumers
Insights &
strategy
Discovery, assessment,
strategy, and planning
Marketing
technology
Digital experience, loyalty,
email & database management
Creative
services
Full agency
services
Media
Reach
Turnkey
digital media

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WE BELIEVE IN ADOBE AS THE LEADING PLATFORM FOR
MARKETING
1 3
2 4
5
WE BUY INTO
THEIR VISION
WE FOCUS WHERE
THEY FOCUS
WE SHARE
CUSTOMERS
LONG AND VALUABLE
RELATIONSHIP
WE SUPPORT THEIR
ENTIRE STACK

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“I’m going to buy the software. Once I understand the capabilities of the
software, then I’m going to build the processes and strategies around
that.”
Inside out
“We’re think we’re going to standardize on Adobe – then we’ll have a
consistent toolset and a common approach across marketing and our
brands.”
Top down
“We stood it up the software and got things deployed. But we’ve hit a
wall and no one is using the software.”We’re just stuck
“We’re just focused on getting this solution to work.” or
“IT isn’t helping marketing with its job.”
Just make it work
better
WHAT WE HEAR FROM OUR CLIENTS
MAJOR USE CASES

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THE PROBLEMS WE SEE ARE ENDEMIC
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03
Integrators over-implementing
without regard for use or outcomes
04
Collisions between teams and
brands without focus on consumers
05
Internal IT not used to pace and
scale of digital marketing
01
Too much software, not enough use,
no return on investment
02
Vendors sold enterprise licenses
and now getting pushback
06
Lack of focus on data, data
management, and data activation

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THE ELEMENTS OF THE EPSILON VRF APPROACH
The right
measurement
framework
aligned to goals
and KPI’s
The right
organizational
structures to
drive superior
customer
experiences
The right data
that flows
seamlessly
Enough
technology to
meet the needs at
a given point in
time
A stepwise
approach that
optimizes people,
process, data and
software for
measurable
impact
An organization-
wide roadmap
and business
case that guides
activities near- and
long-term

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All names and logos are trademarks or registered trademarks of their respective owners.
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BE BOTH MARKETERS AND TECHNOLOGISTS
Measurement
Organization structure
Appropriate data
Enough technology
Incremental wins
Roadmap and business
case
Mesh top-down
with bottom-up
Take a
deliberate step-
wise approach
Apply the
technology –
don’t let
technology lead
VRF Elements
Focus on
marketing
outcomes – at
each stage
Making VRF Work

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HOW WE APPROACH ENGAGEMENTS
Incremental Work PackagesStructured Cross-Discipline Discovery
Data Rationalization Analysis Adobe Project Scaffolding
Simultaneous Roadmapping
Org and Process Analysis

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SAMPLE ENGAGEMENTS
APPLYING THE VRF PRECEPTS

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• Problems
• Multiple lines of business with different customer interaction
• Internal team collisions
• IT stuck in integration hell
• VRF Approach
• Act as neutral referee across key stakeholders
• Align around “market in” rather than “systems out”
• Impact
• CX is now the primary prioritization guide
• Dramatic improvements in NPS and cross-sell
VRF IN PRACTICE
FORTUNE 250 FINANCIAL INSTITUTION
10

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• Problems
• Digitally-savvy consumers demand consistent information
• Recognized need to evolve from silos and divisional control
• Time-consuming and costly reliance on agencies for content
• VRF Approach
• Partner with champion to extend new strategic marketing
vision
• Demonstrate world-class CX built on 360° customer view
• Impact
• Executive commitment to vision based on “Proof of Concept”
• Significant reductions in time-to-market, agency spend, and
rework
VRF IN PRACTICE
TOP 5 PHARMACEUTICAL FIRM WANTS CX LEADERSHIP AND
AGILITY
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• Problems
• Multi-brand company lacking consistent engagement with
sales and customers
• Market confusion due to brands with differing levels of
maturity
• Tremendous pressure on costs
• VRF Approach
• Reengaged client with incremental approach across people,
process, and technology
• Broadened stakeholder base to avoid “change-order
mentality”
• Impact
• Project regaining momentum and lost time-to-market
• IT team gaining internal credibility with business units
VRF IN PRACTICE
LOSS AND WIN-BACK FROM TOP-TIER INTEGRATOR
12

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• Problems
• Client issued RFP for CRM system
• Focused heavily on technology, not the customer
experience
• VRF Approach
• Reframe discussion away from feature/function toward
customer engagement
• Top-down CX blended with tools and team capabilities
• Impact
• Using proposal to guide new sets of KPI’s and activities at
each level of the organization
• Identified organizational gaps and team capabilities
VRF IN PRACTICE
WORKS EVEN BEFORE WE TOUCH THE SOFTWARE
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THE HOME STRETCH
BENEFITS OF THINKING BEYOND THE SOFTWARE

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Establishes appropriate
balance between people,
processes and
technology
Delivers proof points and
internal selling tools
throughout an
engagement
Ensures that data
informs decision points
and flows seamlessly and
appropriately
Delivers marketing
transformation and
market impact
CLIENT BENEFITS OF VRF
UNLOCKING THE POWER OF THE TECHNOLOGY
Leverages broader
experience and
expertise
across marketing

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All names and logos are trademarks or registered trademarks of their respective owners.
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VRF HAS ENABLED NEW SOLUTIONS AROUND
ADOBE
Adobe Experience Cloud™
Adobe Creative Cloud™
MULTICLOUD ORCHESTRATION
Driving content velocity and rightsizing
across creation and use
INTEGRATED AMPLIFY™ LOYALTY
Driving lifetime relationships by managing
customer engagement over time
UNITE™
Managing identity through advanced
data and data management
VIEW 24/7™
Driving actionable insights from
proprietary data and analytics

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All names and logos are trademarks or registered trademarks of their respective owners.
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THE TAKEAWAYS: MAKING VRF WORK
17
Focus on
marketing
outcomes – at
each stage
Mesh top-down
with bottom-up
Take a deliberate
step-wise
approach
Apply the
technology –
don’t let
technology lead

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All names and logos are trademarks or registered trademarks of their respective owners.
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THANK YOU!