This project won Palladium the Value Creation initiative of the Year at the Actum Private Equity Awards 2023.

The Challenge.

Following a digital review, Palladium was tasked with the interim management of SureCloud’s digital marketing function, and the development of internal expertise to satisfy ambitions of in-house capability. SureCloud provides Governance Risk and Compliance (GRC) software solutions and award-winning Cyber Security and Risk Advisory services.

Notable challenges included:

• No internal digital marketing leader within the business to own overall and drive overall strategy
• Limited visibility into digital marketing KPI’s, with data visibility hindered by high levels of manual effort to produce
• Limited accountability from external partners, had resulted in poor historical performance despite notable monthly spend on retainer fees

Our Approach.

For this phase of work Palladium was involved closely with SureCloud, acting as an interim Marketing Director, actioning changes to help the business move towards a more digitally mature operating model, in the absence of internal capability

• Regular meetings with key business stakeholders to build internal expertise, provide transparency of key marketing decisions and understand priorities throughout the business
• Identifying and onboarding a new digital marketing agency, ensuring plans put forward are realistic and aligned to business ambitions
• Led the recruitment drive for a new business leader of digital marketing, through both the CV screening process and competency reviews
• Hands-on involvement with SureCloud’s marketing technology stack, to understand the limitations of existing data management and help build new scalable processes
• Provision of company wide workshops to help build buy-in of key initiatives and to help drive long-term company culture shifts 
• Working closely with key business leaders through the entirety of the sales cycle to help identify and realise efficiencies from the top of the funnel through to conversion

The Result.

The key achievements of Palladium’s interim management has been summarised below:

• Onboarded a new, higher performing, digital marketing agency at a lower fee than the previous agency
• Redeveloped the sales process with the COO, through the creation and implementation of a new lead scoring system and the introduction of new lifecycle stages, resulting in a low-touch qualification process
• Implementation of numerous digital marketing initiatives to help build a digital mature operating model aligned with best practise

NOTABLE METRICS (COMPARED TO PAID MEDIA METRICS PRIOR TO ENGAGEMENT)

5X INCREASE TO MONTHLY LEADS 

4X INCREASE TO QUALIFIED LEADS

Really appreciate your support over the last 5-6 months – it would have been difficult to keep things going let alone move things forward without you

- Nick Rafferty, COO