Will Scully-Power

Data Scouts launches digital transformation program for Australian Universities

Data Scouts launches digital transformation program for Australian Universities

Data Scouts provides ‘student first’ digital transformation course for university staff in recruitment, admissions, student services and alumni

Wednesday 29th March 2017 – SYDNEY AUSTRALIA: – Data Scouts (www.datascouts.com.au) Australia’s largest training and recruitment agency specialising in Marketing Automation and CRM today announced the launch of its ‘student first’ digital transformation course.

The Data Scouts digital transformation course methodology focuses on bringing together all faculties from across the university together to build a university wide student experience vision.

Each facility then breaks down into teams tasked with mapping out the current state of the student lifecycle and experience. These teams then map out the future state of the student lifecycle including a set of prioritised campaigns that will deliver on the university’s corporate and marketing objectives and that are aligned their new student experience vision.

From here the university can then review the technology needed from marketing automation and CRM software vendors to enable these campaigns along with a breakdown of the skills required within these teams to implement them.

“We’re very excited with the launch of this course and have seen some early success having launched with one of Australia’s most prestigious universities where we are training over 400 of their staff on our digital transformation methodology” said Will Scully-Power, Co-Founder at Data Scouts.

“We have found a large number of Australian universities have procured a marketing automation and/or CRM platform without staff really understanding the why and more importantly how certain campaigns are helping to achieve the universities objectives. By aligning the Data Scouts training methodology with technology vendor product training, we enable university staff to get much faster time to value in their digital transformation programs, said Marcus Zeltzer, Co-Founder at Data Scouts.

Data Scouts has established strategic partnerships with both the Association for Data-Driven Marketing & Advertising (ADMA) and the Australian Marketing Institute (AMI) to deliver digital transformation and customer experience training courses to thousands of its members nationally across Australia & New Zealand.


Will Scully-Power                   Marcus Zeltzer
0400828866                            0401033114
will.sp@datascouts.com.au   marcus.zeltzer@datascouts.com.au


Data Scouts acquires Careers in the Cloud
February 6, 2017, 6:50 pm
Filed under: Uncategorized | Tags: ,




Data Scouts acquires Careers in the Cloud

Data Scouts makes second acquisition in bid to build $100M training and recruitment company

Tuesday 7 February 2017 – SYDNEY AUSTRALIA: – Data Scouts (www.datascouts.com.au) Australia’s largest training and recruitment agency specialising in Marketing Automation and CRM today announced its second acquisition within the last 12 months.

Data Scouts is acquiring Careers in the Cloud (www.careersinthecloud.com.au) a specialist Salesforce recruitment consulting firm that provides advisory and recruitment services in the cloud computing and software as a service (SaaS) space.

Careers in the Cloud is led by well-known industry veteran Tony Kvatch who will lead the recruitment arm of the Data Scouts business. Tony has over 10 years-experience in IT sales and recruitment including the last 4 years focused on recruitment within the Salesforce.com ecosystem, and 5 years as a Salesforce User and part Administrator.

“We’re thrilled to have Tony Kvatch join our team at Data Scouts. His knowledge, network and keen eye for quality talent in this space are second to none and we look forward to him joining our executive team,” said Will Scully-Power, Co-Founder at Data Scouts.

“The acquisition of Careers in the Cloud forms part of our strategic plan in building the largest training and recruitment agency within the Asia-Pacific region which specialises in Marketing Automation & CRM,” said Marcus Zeltzer, Co-Founder at Data Scouts.

“I’m very excited to join a team of industry leaders with such a bold vision. My goal is to help Salesforce Administrators, Salesforce Developers, Salesforce Platform Managers, Salesforce Business Analysts, Salesforce Project Managers, Salesforce Consultants, Salesforce Marketing Experts and Salesforce Architects land the best possible role available to them.

In turn, this will help our Data Scouts customers take full advantage of the Salesforce platform with the best the best possible available talent in the industry,” said Tony Kvatch, Recruitment Director at Data Scouts.

Data Scouts’ acquisition comes off the back of its acquisition of the Sydney Data Miners in Feb 2016, a group of over 1900 Marketing Automation and CRM professionals.

Data Scouts has established strategic partnerships with both the Association for Data-Driven Marketing & Advertising (ADMA) and the Australian Marketing Institute (AMI) to deliver digital transformation and customer experience training courses to thousands of its members.

Come meet the Data Scouts team at the Salesforce World Tour in Sydney on 21 March 2017.

Register here: https://www.salesforce.com/au/events/sfwt17/

Media Contacts:

Tony Kvatch (Profile Pic here)
Data Scouts
0414 466 116

Will Scully-Power
Data Scouts
0400 828 866

Marcus Zeltzer
Data Scouts
0401 033 114

Customer Journey Mapping
October 25, 2016, 11:53 pm
Filed under: CRM, Customer Lifecycle Marketing, Data Scouts, Marketing Automation | Tags:



Another group of certified Marketing Automation & CRM consultants now on the market!

Accelerate your career in digital transformation! Get certified today!


The importance of investing in staff training to deliver digital transformation & customer experience


To all industry leaders in digital transformation, marketing automation & CRM:

Put simply: to deliver an awesome customer experience to your customers you need to train and then most importantly empower your staff!

Since the launch of our Data Scouts www.datascouts.com.au digital transformation course back in April this year we have had hundreds of enquiries from digital marketing executives across Australia who have written to us wanting to register for our course but have been unable due to one of the following reasons:

1.) No staff training budget

2.) Internal approval process to hard

No staff training budget? How is your team meant to learn and grow in their roles? I wonder if this was covered off in the interview process with new staff? We really want you to come and join us to help grow our business but we won’t invest in you, our biggest asset. Go figure.

Internal approval process to hard? Why is it so hard? Is your organisation making it difficult to apply for and receive funding for your requested training? If it falls into the ‘too hard’ basket for your staff, why wouldn’t they give the ‘too hard’ excuse for providing a good customer experience.

Enough is enough. It’s time for leaders in this industry to stand up and be leaders. Invest in your people. Invest in their ability to deliver an exceptional customer service.

For those digital marketers who are looking for ways to ‘justify’ the training investment to their managers, start with this.

Data Scouts Directions™ – 2 Day Skills Training Course – Request for Approval

Hi <First Name>,

I’m writing to ask for approval to attend the Data Scouts Directions™ two-day course being held on the XXX 2016 in XXXX.

Lifecycle marketing automation and CRM is critical to driving profitable revenue growth at XXXXX.

Data Scouts Directions™ is a proven marketing automation and CRM transformation consulting methodology which has been specifically designed to teach me how to map out the current state of our organisation’s marketing strategy, marketing technology landscape, marketing team operations and our lifecycle marketing campaigns.

This course is supported by the Association for Data-driven Marketing & Advertising (ADMA) and will teach me the core principles of how to transform our prospect and customer marketing campaigns for execution across the acquisition, on-boarding, engagement and retention stages of their customer journeys.

I believe that attending Data Scouts Directions™ would especially help me on these projects:

– [add project or initiative]

– [add project or initiative]

– [add project or initiative]

Here is an approximate breakdown of conference costs:

  • Transportation: $ xxx
  • Hotel: (2 nights at $350/day) (if applicable)
  • Meals: (2 days at $60/day)
  • Registration Fee: (AUD$3,000) ex. GST

Total: $ x,xxx

Based on this investment in training, I am forecasting a cost savings to the business of X and an ROI of Y.

As there are only 10 exclusive places in the XXXXX training course, I would like to register as soon as possible.

I’ll be sure to submit a post-course report that will include an executive summary, major takeaways, tips, and a set of recommendations to maximise the return on our investment.

I can also share all relevant information obtained with other staff and stakeholders within the company.

Thank you for considering this request. I look forward to your reply and approval.



Anyone could be a leader if there was no cost. True leaders willingly pay a price, to sacrifice self interest, to have the honor to lead. – Simon Sinek

Next courses: 18-19th July in Sydney and 25th-26th in Melbourne.

Book Now: www.datascouts.com.au

Will Scully-Power
Executive Director
Data Scouts

Why build an internal Customer Experience Centre of Excellence (CoE) to support digital transformation across Marketing, Sales & Service


I am continually asked by Datarati (www.datarati.com.au) customers the following question…

Q. How do you keep internal momentum post implementation of Marketing Automation and CRM technologies?

A. Build an internal centre of excellence (CoE) to support digital transformation across your Marketing, Sales & Service departments.

Sounds simple. Right? What is a centre of excellence? Who should be in it? Who should own it? Marketing, Sales, Service, IT? Should there be a different strategy, technology stack, resources and campaigns across different business units or have one across the entire organisation?

Firstly, what is a centre of excellence?

A centre of excellence (CoE) is a team, a shared facility or an entity that provides leadership, best practices, research, support and/or training for a focus area. The focus area might be a technology (e.g. Marketing Automation or CRM), a business concept (e.g. Campaign Execution), a skill (e.g. consulting) or a broad area of study (e.g. digital transformation).

Within an organisation, a centre of excellence may refer to a group of people, a department or a shared facility. It may also be known as a competency centre or a capability centre.

The centre of excellence concept is often associated when new software tools, technologies or associated business concepts are being implemented within an organisation such as Marketing Automation or CRM.

So what do you need to build one?

To build an effective centre of excellence (CoE) you need 4 things:

1.) Strategy – you need to define your customer experience vision which spans across Marketing, Sales & Service. Then you need to align your corporate objectives with your marketing objectives and ensure that those objectives if achieved will deliver on your customer experience vision. Finally, you need to ask yourself ‘Why Now’? What if we don’t invest in a centre of excellence (CoE) to ensure we deliver a seamless customer experience across Marketing, Sales & Service? What impact will this have on our company?

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu, 500 BC.

2.) Technology – you need to select a technology stack which incorporates all customer touch points including; email, mobile, social, web, apps, paid search, paid display, sales teams (direct & channel) and call centre teams.

“As a company, you need to get to the future first, ahead of your customers and be ready to greet them when they arrive.” – Marc Benioff, Chairman & CEO, Salesforce.com

3.) Resources – you need to invest internally and externally at a factor of 3:1 (For every $1.00 you spend on technology, you need to spend $3.00 on services & enablement.

When embarking on digital transformation change you need to firstly invest in an external services partner who can support you with best practice customer experience strategy e.g. (defining a vision and aligning objectives), marketing automation technology implementation and CRM integration e.g. (Salesforce Marketing Cloud with Salesforce Sales & Service Clouds) and campaign execution support e.g. (campaign design, campaign building, campaign testing, campaign execution and campaign reporting).

You then need to invest significantly internally in acquiring new talent as well as up-skilling and re-training existing staff and providing them with training to develop the right skills which will enable them as an internal services partner.

Best practice Marketing Automation & CRM Training from Data Scouts (official digital transformation course of the Association of Data-Driven Marketing (ADMA): http://www.datascouts.com.au/wp-content/uploads/2016/03/Data-Scouts-One-Page-Information.pdf

Your centre of excellence (CoE) should consist of both external resources with internal resources. Why? External resources from your partner can provide objective best practices and knowledge from across a range of verticals. Internal resources can provide industry domain knowledge and be empowered to serve the customer and deliver a positive experience regardless of their business unit or KPI. So what type of resources do you need?

At Data Scouts (www.datascouts.com.au) , we recommend you look for the following resources to join your internal services partner team.

Strategy – Digital Transformation Manager, Lifecycle Campaign Manager, CRM Manager, Marketing Automation Manager

Technology – Multi-Cloud Technical Architect, Mulit-Cloud Solution Architect, Multi-Cloud User Experience Architect, Data Analyst

Resources – Program Manager, Project Manager, Change Manager, Culture Manager, Account Director, Account Manager, Account Executive

Campaigns – Creative Design Manager, Web Designer, Web Developer, Quality Assurance Architect, Campaign Analyst.

“Great vision without great people is irrelevant.” – Jim Collins, Good to Great

4.) Campaigns – you need to map out the current state of the campaigns you are running across the acquisition, on-boarding, engagement, retention and re-engagement stages of the customer lifecycle. Once you have mapped out the current state, you then need to map out future state campaigns using your new technology stack which will allow you to achieve your customer experience vision.

Once these campaigns have been identified for each lifecycle stage (acquisition, on-boarding, engagement, retention and re-engagement), you need to prioritise these campaigns to ensure you are focusing on customer first initiatives instead of company first initiatives.

“People don’t buy products or services, they buy experiences which are delivered by your products and services” – Seth Godin, Best Selling Author

So who should own the centre of excellence, who should pay for it?

The centre of excellence (CoE) should be set up as a shared services group within your organisation. Each division (Marketing, Sales, Service, IT) should all  be required to co-invest and have co-ownership of the group. Remember the customer doesn’t care who pays for it and who owns it… the customer just wants to ensure they have a frictionless customer experience across all touch points and divisions.

Should there be a different strategy, technology stack, resources and campaigns across different business units or have one across the entire organisation?

Every organisation should have 1 customer experience strategy and vision across Marketing, Sales & Service. This customer experience strategy and vision should be supported by IT as part of the shared services group within the centre of excellence (CoE).

There should be 1 technology stack. These days all the leading vendors have very similar Marketing Automation and CRM capabilities.

There should be 1 group of shared services resources which support multiple business units and divisions.

There should be 1 over arching enterprise wide campaign strategy e.g. number of contacts per month, subscription management etc. However, the tactical execution (content, channel) etc will differ across business units and divisions.

88% of companies are going through digital transformation, only 25% know why. – Brian Solus – Principal Analyst , Altimeter Group

What is your WHY?


Data Scouts – Training and Recruitment agency in Customer Experience!
May 2, 2016, 3:55 am
Filed under: CRM, Customer Experience, Marketing Automation | Tags:


Attention: All digital marketing execs in email, web, social, mobile


9 DAY ALERT: We are running ADMA’s official Marketing Automation & CRM transformation course. Kicks off in Sydney & Melbourne on 13th & 14th April. Don’t miss out your chance to get up-skilled and trained by the industry’s leaders in this space.

Download Course Outline: http://www.datascouts.com.au/wp-content/uploads/2016/03/Data-Scouts-One-Page-Information.pdf

Course Details: https://iq.adma.com.au/iq/course/marketing-automation-and-crm-transformation-data-scouts-directions

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