Rod Favaron
Analyst · Needham. Please go ahead.
Yes. I appreciate the question. I do want to touch on a couple marketing things around your question, but I’d be remiss if I didn’t mention again, that if you haven’t gone to Upland Software economy should, because it’s a brand new bottoms up rewrite of both the brand, the messaging and the architecture of the website. And one of the infrastructure investments that Mike talked about earlier that we’re making is having a digital buyers journey that we can drive buyers to that really enable cross sell and it enabled us to suggest other products, if you own certain products. Allow us to convert you from a lead perspective. This new website is architected to optimize SEO. So it’s just a much more modern fresh, both brand message and technology. It also allows us to onboard acquisitions really quickly onto this website. So in addition to that, we’ve centralized a lot of our marketing functions, so that we can get leverage. So we centralized our email motion, our database motion, we’ve centralized our SEO and our PPC motions. We’ve centralized all of our creative, a lot of our campaign creation in order to just get leverage from the marketing dollars we’re spending. And then we’ve obviously been working on, as you mentioned, sort of skews and bundling. And so now that we have the global account managers onboard, we’re having conversations with customers that are more ELA like, meaning, hey, I own two of your products calling unlock others. And we’re having more, not individual product conversations, but more cloud-based licensing models or enterprise unlocks for a cloud technology suite. And this is early days on that, but we weren’t organized to do that, because we didn’t have the global account function. And now we do and they’re offer running with that value prop. And then as we acquire things, we’re bundling things together and skews just to create really economic motivation for customers to buy more from us. And I’ve had a lot of customer conversations in the last quarter that are helped me consolidate vendors, Rod, and they see, they our suite of products. We’re doing a better job at communicating them and sort of strategically, I think our buyers are seeing us as a supplier of lots of different technology solutions as opposed to the one or two they might own from us. So those are all the pieces that CMO’s really been focused on in the back half of the year.