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The Product

Today, brands have a fragmented approach to solving social media needs across listening, engagement, advertising, and customer service.

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Social media holds intelligence that is critical to not just marketing organisations but broader business functions such as sales, product, and competitor strategy. However, with the majority of the data siloed across different tools, teams and touch-points, businesses are unable to obtain the necessary insights.

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There are critical learnings from organic social media strategies that can be leveraged to drive better ROI from the paid brand campaigns. However, for many businesses organic social media strategy continues to remain distant from paid initiatives due to different teams and tools.

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With customers increasingly moving their service interactions onto social media, companies have an opportunity to leverage these channels to differentiate their service experience. However, brands’ ability to offer seamless customer service on social media is impeded by disjointed tools and teams. The quality of servicing on social media can have a significant impact on brand perception, and aligning social media teams with customer service functions is the key to unlocking brand growth and loyalty.

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With a disjointed approach to solving social media needs across listening, engagement, advertising and customer service, social media teams are marred with inefficiencies – the brand is inconsistent, teams are siloed and key learnings from social data are completely fragmented. Today, social media impacts almost all steps of the customer journey. In this context, brands need to be able to move quickly from centralising social data to obtaining insights with AI and driving actions across the customer journey.

Step 1? Unify.

💡What is Sprinklr?

Sprinklr helps social media teams manage brand engagement on social at scale, no matter the channel. It does so by unifying listening, engagement, advertising, customer service and reporting on a single, AI-powered platform. Social media teams can leverage AI to unearth trends, engage faster, boost reach, and address customer issues while maximising productivity and mitigating brand risk across 30+ channels.

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☹️ Pain Points

1. Reporting:
   a. Without a unified solution it takes brands weeks to create an extensive report for campaigns capturing owned, Paid and Earned data from multiple sources, which is very late to act upon to improve strategies on the go and increase overall returns on the global rollout of the campaigns. If a country/region performs well with a certain type of content for the campaign it is only known to other central teams once the campaign is done and an extensive report is created after collecting data from multiple regions and agencies, which is too late to optimize the campaign in underperforming regions.
   b. It is difficult for brands to consolidate a report that can help understand how a particular asset is performing across channels, and compare the performance of multiple asset categories on different metrics. This creates deals and inconsistency in creating and updating the strategies around the content, resulting in underperforming assets.
   c. It is difficult to monitor sensitive topics for early detection of potential crises and evaluate the severity of an emerging crisis to collaborate with key stakeholders (like PR teams) for appropriate response & action.
   d. Monitoring customer conversations & sentiment during a product launch event to early identify what attributes of the new Product are most liked/ disliked from multiple data sources is manual and time-consuming making it difficult to analyse pre-, during & post-event performance (social & PR buzz, sentiment & engagements) to evaluate the success of the event.
2. Engagements:
   a. Brands face the challenge of manually sorting through a large volume of messages on social media platforms, to identify which ones require a response from their community managers. Brands also receive a lot of irrelevant or spam comments from certain profiles, community manager has to manually hide/delete irrelevant messages. This process can be time-consuming and may result in missed opportunities to engage with their audience.
   b. Multiple times brands miss out on an opportunity to interact with influencers when these profiles reach out to brands due to the high volume of messages to triage through. Brand misses out on replies to queries from these high-value profiles which leads to negative sentiments around these scenarios, impacting the brand image.
   c. Brands have to scan through thousands of messages daily with ~30% of queries being repeated, and requiring a similar response, which agents have to send over and over. It becomes difficult for  Brands with multiple locations on GMB, Yelp or any other review channel to reply to all the reviews with relevant responses/information based on the rating or the message, this leads to negative sentiment among the audience.
3. Publishing:
   a. Enterprise-level brands work with multiple agencies to manage brand accounts along with the asset creation process, and social media is a very competitive space agencies don't like assets being shared with other agencies. Brands also have confidential campaigns where if the asset is uploaded to any DAM, assets are visible to all the users without visibility control. This creates the risk of confidential assets getting shared before time.
   b. Brands with global campaigns such as product launches or show launches are followed by time-sensitive content going live across thousands of brand handles at the same time, with no delays to get the highest engagements across all the accounts. Publishing with heavy volumes and bigger media size creates latency between post scheduled time and the published time, making the post miss the optimal time to publish.
   c. Brands face the challenge of restricting off-brand publishing to avoid heavy penalties. The approval process involves collaboration between different teams and is usually done over email, making it difficult to track the status of approvals. In times of crisis, posts must be manually taken down or publishing must be stopped.
   d. As brands scale their social media presence across channels & teams, the biggest security issue that comes up is how to manage these accounts securely between global/local teams or with agencies. With every individual that gets access to a brand’s native credentials, the risk of unauthorised access, hacking and spamming increases which can lead to increased brand risk and non-compliance.
   
   

Let's take a look at the fragmented products brands use for multiple use cases:

Hassles of relying on point solutions:

1. It takes your team more than three days to get "real-time" data
2. Your social and customer service teams aren't working together, causing a disjointed experience for customers.
3. You find out about social media crises only after days have passed; you miss key trends and events.
4. Your agencies and teams across markets and business units are frequently posting off-brand content.
5. It takes multiple teams and tools to identify and boost a single organic post.
   
   

🎯 Sprinklr Product

Sprinklr Products across the board

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How Sprinklr is solving pain points for multiple stakeholders:

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How does Sprinklr help in unifying a brand’s social stack?

1. Uncover key social trends and critical crises in real-time:
   Tap into millions of conversations on social for AI-powered insights on consumers and competitors.
2. Win over customers with every engagement on social:
   Deliver insight-driven content that your audience loves. Leverage AI-powered content creation, message categorisation and response automation to engage efficiently and at scale.
3. Maximise brand reach on social media:
   Automatically boost high-performing social media posts as paid ads. Empower your employees to share brand content and leverage user-generated content.
4. Never miss a customer issue on social:
   Identify issues across 30+ social, messaging, and review channels. Respond, manage, and resolve these issues quickly and effectively using built-in social customer service
5. Measure performance on social – and then take it to the next level:
   Centralize data from all touchpoints across social. Get a holistic view of listening, benchmarking, and performance data, including engagement on paid initiatives, in real-time.
   

Core Value Prop:​

A unified platform for social media managementcan drive real business impact

1. Drive Efficiency:
   - Centralise data and get to insights faster, without the manual effort
   - Bridge siloes between your social media and other customer-facing teams
2. Save Cost:
   - Replace multiple-point solutions with one consolidated stack
   - Eliminate overlapping functionalities across tools and reduce total cost of ownership
3. Deliver Great Customer Experience:
   - Act across all customer touchpoints from a single social media platform
   -Craft personalised experiences on social at scale

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Let's look at some numbers 📈

• More Consumers Are Following Brands on More Social Media Platforms
  
• Social Advertising Ranks No. 1 in CMO Paid Channel Spend
  
• Consumers’ Expects business to reply within a day
  
• Sprinklr's position in leading analyst reports
  
• Sprinklr has a total of $967M in Remaining performance obligations (RPO) with 83% Subscription Margin and 118% net YOY expansion and $732.4m as current revenue
  RPO - represents contracted revenues that have not yet been recognised and includes deferred revenues and amounts that will be invoiced and recognised in future periods.
• With 126 customers paying more than $1M in revenue Sprinklr has a total of $668M in Subscription revenue FY 23-24.
  (Source: Sprinklr Investor Presentations)

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Understanding the Competition and Areas of Improvement:

How Sprinklr is performing against its competitors:

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Areas of Improvement:

1. Sprout Social and HootSuite are made for SMEs, whereas Sprinklr is focused on Enterprise clients. Considering the annual revenue of Sprout and HootSuite and the remaining untapped market it makes sense for Sprinklr to focus on this new market.

2. Following is the Review website analysis of Sprinklr:
   a. G2 - 4 Star 801 reviews (Analysis)
   b. Capterra - 4.2 Stars 80 Reviews (Analysis)

Customer Interview - Line of Inquiry

🤝 Intro

• Name
• Profession
• Education
• Location
• Company
• Colleague circle
• Team structure
  
  

⏱ Time spends

• Time spent at work
• Time spent off work
• • brands they follow on social network
  • Conferences they attend
    
    

🔎 Sprinklr contextual

• What is your company's long-term vision with social media?
• What do we wish to achieve with Social media media?
• What is our Positive Business Outcome?
• What strategic goals do we need to accomplish to help make this vision become reality?
• What concrete key initiatives do we need to achieve this goal?
• What initiatives are in place to drive engagement on social this year?
• What are the teams’ key priorities?
• What are your priorities?
• How do you measure success and which key metrics do work towards?
• What are the challenges you experience as a team?
• What takes up most of your time at work? Is this down to collaboration with other teams?

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Ideal Company/Business Profile and ICP

Ideal Company Profile

1. Company Type:
2. • Ideally Enterprise-level organisations with a global presence.
   • Mid-size company with more than 10 people in Marketing, sales, and digital research departments.
3. Company Size:
4. • Fortune 500 companies and large multinational corporations.
   • Minimum annual revenue of $100 million.
   • Minimum of 100 employees.
5. Geographic Presence:
6. • Global or multi-national presence with operations in multiple countries.
   • Presence in regions such as North America, Europe, Asia-Pacific, and Latin America.
7. Digital Maturity:
8. • Companies with a significant online presence and digital marketing initiatives.
   • Actively engaged in social media marketing, online reputation management, and customer experience enhancement.
9. Relevant Teams and Organizational Structure:
10. • Marketing Department: Responsible for brand management, marketing campaigns, and customer engagement strategies.
    • Digital Marketing Team: Engaged in online advertising, content marketing, and SEO/SEM.
    • Social Media Management Team: Focused on social media monitoring, engagement, and community management.
    • Customer Experience/Service Team: Concerned with customer support, feedback management, and reputation management.
    • Data Analytics/Insights Team: Analyzing consumer data, social media metrics, and campaign performance.
    • IT/Technology Team: Responsible for the implementation and integration of Sprinklr's platform into existing systems.
11. Budget and Investment Capability:
12. • Willingness to invest in advanced digital marketing and customer experience management solutions.
    • Budget allocation for software licenses, implementation, and ongoing support.
    • Capability to commit to long-term partnerships for maximum ROI.
13. Compatibility with Sprinklr Product:
14. • Companies looking for an all-in-one social media management and customer experience platform.
    • Organizations seeking a scalable solution that can accommodate their global presence and diverse needs.
    • Enterprises requiring advanced analytics and reporting capabilities for data-driven decision-making.

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Let's Meet Our Buyers:

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Sarah Thompson, Chief Marketing Officer

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Jessica Turner, Head of Social Media

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Dave Bennett, Head of Customer Service

Sterling Backett, Chief Experience Officer

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Meet our Detractor: Jacob Henderson, Head of Procurement

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Messaging Across Other Stakeholders:

1. Head of Procurement

Key Focus Areas:

• TCO Reduction
• Risk Mitigation
• Process Efficiency

Why Sprinklr for Marketing?

With Sprinklr, procurement teams can drive significant cost reductions by eliminating overlapping marketing tools, hidden integration costs and redundant software subscriptions. By consolidating a myriad of marketing capabilities into a unified platform, procurement teams can streamline processes, minimise compliance risk associated with fragmented tools and free up resources for more strategic initiatives.

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Why Sprinklr for Customer Service?

With Sprinklr, procurement teams can consolidate contact centre tools across channels and capabilities, bringing down the total cost of software licences. This also allows them to reduce redundancy, mitigate compliance and regulatory risks, and streamline vendor management processes.

2. Head of Procurement

Key Focus Areas:

• TCO Reduction
• Improving Visibility and Planning
• Tracking ROI Effectively

Why Sprinklr for Marketing?

Sprinklr's unified platform for marketing brings enterprises best-in-class capabilities from a single, AI-powered platform, which means finance teams can cut operational costs associated with multiple marketing tools, plan budgets better, and track returns for smarter decisions. Plus, it makes delivering awesome brand experiences a breeze for companies.

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Why Sprinklr for Customer Service?

With Sprinklr's unified customer service platform, enterprises can consolidate contact centre technology, leading to cost savings, better tracking of expenses, and more accurate assessment of ROI. CFOs can achieve greater predictability in budgeting and forecasting while minimising unexpected costs.

​3. Chief Information Officer

Key Focus Areas:

• TCO Reduction
• Improving Collaboration and Efficiency
• Simplifying Security, Integrations and Compliance

Why Sprinklr for Marketing?

Sprinklr helps CIOs replace multiple marketing solutions with one AI-powered platform across social media management, content management, social advertising and consumer intelligence. CIOs can minimise security risks associated with disparate technology systems, reduce the total cost of operations of their tech stack. Integrate with 50+ software to unify data under one platform and enable cross-functional teams to collaborate seamlessly.

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Why Sprinklr for Customer Service?

Sprinklr's unified customer service platform streamlines the contact centre technology stack, aligning with enterprise IT goals of cost efficiency, operational excellence, and better resource management. It facilitates collaboration, communication and coordination between IT and contact centre teams, driving scalability and more efficient operations. Sprinklr reduces redundancy, simplifies security and compliance, and ensures seamless integration with other systems across the organisation.

Market Analysis

Expanding in Existing Client Base:

Sprinklr Current Client Distribution:

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• 65% of current clients are with 2 or fewer product Suites which makes expanding in current clients a great opportunity

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Current Market Analysis:

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TAM, SAM, and SOM Calculations for Sprinklr

Bottom-Up Approach: Uses existing data about current usage, deals, and pricing of a product and identifies top segments where we have successfully penetrated and then extrapolates to the total universe.

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1. TAM (Total Addressable Market):

• TAM base is taken to be the ~108,000 ZoomInfo accounts with $250 M+ Revenue

• Large Enterprises(49% of total accounts): TAM = Number of Accounts * Average Deal Value (Large Enterprise)
• TAM = 52,920 accounts * $117,958/account = $6.2 billion
• Enterprises(51% of total accounts): TAM = Number of Accounts * Average Deal Value (Enterprise)
• TAM = 55,080 accounts * $60,000/account = $3.3 billion
• Combined TAM: $6.2 billion (Large Enterprises) + $3.3 billion (Enterprises) = $9.5 billion

2. SAM (Serviceable Available Market):

Adjustments:

• Geographic Reach : While ZoomInfo accounts might be global, Sprinklr might not operate in all regions. We assume an 100% reach.
• Competition (Sprout Social, Hootsuite) (Assume 30% reduction): Account for competitors and companies not needing social media tools.
  

SAM = Adjusted TAM * Geographic Reach * Competition Adjustment

SAM = $9.6 billion * 100% * (1 - 30%) = $6.72 billion​

2. SOM (Serviceable Obtainable Market):​

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Vertical-fit Score = (Win% * Avg deal value * # of opportunities) /Deal Cycle​

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Segment 1: Current Large Enterprises & New logo wins

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Segment 2: Current Enterprises & New logo wins

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Sprinklr Target Verticals by Segment

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Total SOM = Large Enterprise SOM + Enterprise SOM = $ 2.5 B + $1.3 B = $3.8 B

Channel strategy

Partner Program:

Ideal Partner: Marketing Agency/Digital Transformation Agency

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Value Proposition:

• Headline: Unleash Growth: The Sprinklr Marketing Agency Partner Program
• Subheading: Empower your clients with the industry's leading social media management platform and unlock new revenue opportunities.
• Benefits List:
• • Increase revenue: Gain access to Sprinklr's extensive client base and co-sell opportunities.
  • Boost efficiency: Deliver exceptional results for your clients with Sprinklr's unified platform.
  • Stand out from the crowd: Offer industry-leading tools and resources like training, certifications, and pre-built marketing materials.
  • Example Template: "[Agency Name] is proud to be a Sprinklr Marketing Partner. This partnership allows us to deliver best-in-class social media management solutions to our clients, helping them achieve their marketing goals faster and more effectively."

Tiered Structure:

• Tier: Silver | Gold | Platinum
• Benefits:
• • Silver:
  • • Discounted Sprinklr licenses
    • Access to training materials and webinars
    • Co-branding opportunities on agency website and marketing collateral
  • Gold (all Silver benefits +):
  • • Lead referrals from Sprinklr sales team
    • Priority support from dedicated account manager
    • Participation in exclusive Sprinklr partner events
  • Platinum (all Gold benefits +):
  • • Dedicated customer success manager
    • Co-marketing funds for joint campaigns
    • Early access to new Sprinklr features and product betas
  • Example Template: "[Agency Name] is a Gold-tier Sprinklr Partner, providing our clients with access to industry-leading social media management tools, priority support, and ongoing training."

Onboarding and Enablement:

1. Welcome Packet:
2. • Introduction to the Sprinklr Partner Program benefits and resources.
   • Ansprechpartner (point of contact) information for dedicated account manager.
3. Onboarding Call:
4. • Discuss agency goals and identify areas where Sprinklr can provide value.
   • Walk through the Sprinklr platform and key features.
5. Training and Certification:
6. • Provide access to online and in-person training programs on Sprinklr functionalities.
   • Offer certification programs to validate agency expertise (e.g., Sprinklr Certified Professional).
   • Example Template: "[Agency Name]'s team is Sprinklr Certified Professionals, ensuring we deliver expert social media management services to our clients."

Marketing and Co-branding:

• Co-branded Marketing Materials:
• • Develop customizable presentations, case studies, and social media content templates highlighting agency success stories with Sprinklr.
  • Offer pre-approved co-branding guidelines for agency marketing materials.
• Joint Marketing Opportunities:
• • Collaborate on webinars, events, and thought leadership content to showcase the combined value proposition.
  • Include agency logos in Sprinklr marketing materials and presentations (with permission).
  • Example Template: "Join us for a webinar co-hosted by Sprinklr and [Agency Name] as we discuss the latest trends in social media marketing."

Support and Recognition:

• Dedicated Account Management:
• • Assign a dedicated account manager for ongoing support and program guidance.
  • Schedule regular check-in calls to discuss agency performance and address any challenges.
• Technical Support:
• • Provide access to a robust knowledge base with troubleshooting resources and FAQs.
  • Offer priority support from Sprinklr's technical support team.
• Recognition Programs:
• • Host annual partner awards to recognize top-performing agencies in various categories (e.g., revenue generated, client satisfaction).
  • Feature successful agency case studies and testimonials on the Sprinklr website.
  • Example Template: "[Agency Name] is thrilled to be recognized as a Sprinklr Partner of the Year for exceeding client expectations and driving exceptional results."

Technology Integration:

• API Integrations:
• • Provide well-documented APIs for seamless integration of existing agency tools and workflows with the Sprinklr platform.
  • Offer technical support for API implementation.
• Pre-built Solutions:
• • Develop industry-specific templates and solutions tailored to the needs of marketing agencies (e.g., social media crisis management for PR firms).
  • Make pre-built solutions readily available within the Sprinklr platform.
  • Example Template: "Leverage Sprinklr's pre-built social media listening solution to gain valuable insights into your audience and optimise your campaigns."

Content Loops:

1. Best Practice Article:
   - Considering the pain points of the marketers in this space, they are searching for tools or use cases to understand how a certain thing works, eg what are trend metrics? how to calculate VOC? How to schedule a post?
   - Creating Articles around best practices and common themes around commonly searched questions helps improve brand image and drive more traffic to the website
   
   Example:
   How to Schedule a Post: https://sproutsocial.com/insights/how-to-schedule-instagram-posts/
   How to use competitive benchmarking to grow your social presence: https://sproutsocial.com/insights/competitive-benchmark/
2. Open Community Forum:
   Sprinklr Can have an open community forum for users with a focus on the following:
   - Active Community Management: Dedicate community managers to fostering a welcoming and productive environment. They can answer questions, moderate discussions, and highlight valuable user contributions.
   - Incentivise Participation: Consider offering gamification elements, badges, or exclusive content for active users to encourage continued participation. Reward users who create high-quality content or consistently participate in discussions.
   - Promote User-Generated Content: Share interesting forum discussions, success stories, and insights on social media to expand their reach and showcase the value of the community. Feature "User of the Month" or "Best Discussion of the Week" to acknowledge exceptional contributions.
   - Integrate with Social Media: Allow users to easily share forum content on their social media platforms to further amplify user-generated content.
   -Content Contests: Organise regular contests around specific themes
   

Following Can be the Structure of the community:

1. Welcome & Introductions (Spark Introductions):
2. • Description: This section is the first stop for new members. Encourage introductions with prompts like "Why Sprinklr?" or "What are your social media management goals?" Include a "Sprinklr 101" section with short video tutorials or blog posts to help new users get started with the platform.
   • Sprinklr Benefit: Breaks the ice for new users, gathers valuable user data, allows Sprinklr to showcase the platform's benefits through member introductions, and educates new users with readily available resources.
3. Industry Discussions (The Social Buzz):
4. • Description: A dedicated space for users to discuss industry trends, challenges, and success stories. Sprinklr can curate weekly discussion prompts related to current industry news or platform updates.
   • Sprinklr Benefit: Positions Sprinklr as an industry leader by fostering discussions on relevant topics. Insights gleaned from user conversations can inform future product development and marketing strategies. Consider featuring expert Q&A sessions with industry leaders or Sprinklr product specialists to add further value.
5. Product Feedback (Sprinklr Labs):
6. • Description: A platform for users to provide feedback on existing features, suggest improvements, and even propose entirely new functionalities. Allow users to upvote and comment on other users' suggestions to prioritize community needs.
   • Sprinklr Benefit: Provides a direct line to valuable user feedback, allowing Sprinklr to prioritize product development based on user needs. Sprinklr can also implement a system where users are notified of implemented suggestions or receive updates on the progress of highly-upvoted ideas.
7. Success Stories (Sprinklr Showcase):
8. • Description: A section dedicated to user success stories. Users can share how Sprinklr helped them achieve specific social media goals. Sprinklr can also create "Sprinklr Spotlight" articles featuring exceptional user stories.
   • Sprinklr Benefit: Showcases the platform's effectiveness through real-world examples, acting as social proof for potential customers. Sprinklr can also feature these stories in marketing materials. Consider incorporating a "How-They-Did-It" section within success stories, allowing users to delve deeper into the specific Sprinklr functionalities used.
9. Events & Webinars (Sprinklr Academy):
10. • Description: A space to announce upcoming educational events and webinars hosted by Sprinklr. These events can cover best practices, new features, and industry trends. Incorporate live chat functionalities during webinars to encourage user interaction and real-time Q&A.
    • Sprinklr Benefit: Provides valuable learning opportunities for users, increases brand loyalty, and positions Sprinklr as a thought leader in the social media management space.
11. Special Interest Groups (Sprinklr Circles):
12. • Description: Cater to specific user segments with dedicated discussion areas. For example, there could be groups for agencies, e-commerce businesses, or non-profit organizations. Sprinklr can also create "Challenge Circles" where users collaborate on achieving specific social media goals using the platform.
    • Sprinklr Benefit: Provides a more focused user experience, allowing members to connect with others facing similar challenges and opportunities. Challenge Circles encourage gamification and foster a sense of community among users with shared goals.

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