Our Strategy

By selling more software, we can continue to focus on driving ARR growth with higher gross margins, increasing shareholder value, and building upon our high customer retention rates across the business to drive organic growth. To do this, we will further add simple packages of features that solve specific pain points in the industry today. This helps shorten our sales cycles and ultimately, will drive the new logo goals we have for the business in the coming years as we continue to innovate and address some of the most challenging issues facing the digital industry today in marketing and fraud.

We completely revamped our Sales and Marketing approach and teams to support the goals for the business. We have launched Account Based Marketing, a new approach to Events/Conferences, and a strategy that aligns our Sales, Marketing and Partnership teams on the common goal of generating leads.

We have started to build out a Customer Success function to complete the "assembly line" needed to drive year-on-year growth from our existing customers. Retention and growth of existing accounts is just as important as new logos, and Customer Success will free up Sales to focus on winning new logos. We also continue to innovate our approach to Sales in both Fraud and Marketing and have brought on consultants and experts to help guide some of this transition for our field teams.

What we’ve previously referred to as Celebrus CDM is now Celebrus Cloud which is underpinned by our Managed Services division that, over the years, has built some of the most powerful and innovative analytic environments. Celebrus Cloud will provide our customers with options to help them quickly get value from our Celebrus software in a hosted environment and is the foundation to core feature releases such as the Celebrus CDI for Salesforce offering.

We launched versions 9.6 and 9.7 of our Celebrus software which continues our commitment of launching two main releases each year for our customers driven by industry gaps and customer requests. We launched feedback surveys for our customers to further drive input from the already established Customer Portal and Advisory Meetings. We also built efficiencies within Celebrus Cloud and continued to expand our automation capabilities for customers.

We continue to incentivise our product and engineering teams to find opportunities to identify and protect Intellectual Property and will continue to invest in key research projects that are driven by where we see the market going and the challenges that we see on the horizon. Our product roadmap continues to grow as new opportunities are identified with customers and partners.

Annual Recurring Revenue, driven by selling our Celebrus software, is a core focus for the business to drive more value for our shareholders. Our goal, given the nature of our business, is to have ARR comprise roughly 75% of our total revenues in a given year.

During the year we had key wins including a bank in Spain, a healthcare organisation in the US, and an insurance company in APAC, as well as a key upsell of a large US Retail Bank to begin using the no-party data feature of Celebrus, CX Vault. Core revenue (excluding hardware sales) increased 11% and ARR revenues accounted for 75% of total revenues.

We have evolved our offerings in what has historically been referred to as Celebrus CDM to now be Celebrus Cloud. This allows us to gradually shift away from a reliance on third-party hardware and into a hosting model that drives ARR Managed Services Revenue. We will also continue to invest in Sales and Marketing to drive direct pipeline for our Celebrus software and continue to productise offerings that combine elements of Celebrus, such as Celebrus CDI for Salesforce, that simplify the Sales process.

The management team continues to identify areas of opportunity to build efficiencies in the business, notably through improved systems and redeployment of employees, that will allow for us to apply key talent into higher value areas. We also continue to identify Solution Integrator (SI) partners to provide bandwidth to assist our customers globally in their journey with Celebrus.

We have continued to expand our internal systems such as our CRM, and License Manager, as well as implementing a new finance and reporting system, and an HR applicant tracking system to manage recruitment. We are also expanding our external systems in Sales and Marketing focused on Lead Generation and ensuring we are innovating our approaches in the field.

We are moving into our next phase of reporting and analysis for line managers and the team in the field to ensure we are being data-driven in all aspects of our business. We are also looking at ways to further build efficiencies into how we deploy Celebrus Cloud and bring automation to life in how we simplify configuration of our platforms. We will also continue to revisit the structure of the business to ensure we are managing our operating expenses prudently given the investments into the system.

We are continuing our journey of building a high-performance team rooted in accountability with an eye to always look for ways to improve upon how we operate on a daily basis. This will ideally create opportunities for our staff around the globe for professional development that is mutually beneficial to our amazing team as well as our shareholders.

We continue to build opportunities to create open communication and innovation across the business. We have put bi-monthly Town Halls in place across the business and launched our first global employee survey which will now be a recurring event. We have created several opportunities for teammates to step into larger roles and make a difference in the business with the appropriate support from HR and their peers.

We will continue to utilise our new HR systems and processes to ensure we are bringing in top talent to the business while also creating opportunities for growth internally. We will continue to evolve the culture to foster innovation, creativity, and productivity. ESG will also continue to play a key role in bringing our people together.