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UiPath Marketing

To accelerate human achievement through automation by delivering the fully automated enterprise

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To accelerate human achievement through automation by delivering the fully automated enterprise

Strengths

  • BRAND: Market leader with 10,100+ customers including 80% of Fortune 500
  • PRODUCT: End-to-end automation platform with AI capabilities
  • ECOSYSTEM: Strong 5,000+ partner network for implementation support
  • COMMUNITY: Vibrant UiPath Community with 1.5M+ members worldwide
  • TALENT: Deep expertise in RPA and AI with 3,000+ employees

Weaknesses

  • COMPETITION: Intense competition from Microsoft, Automation Anywhere
  • PRICING: Complex pricing model compared to newer market entrants
  • ENTERPRISE: Heavy focus on enterprise limits SMB market penetration
  • COMPLEXITY: Platform requires specialized skills for implementation
  • POSITIONING: Market confusion between RPA and broader automation

Opportunities

  • AI: Integrate generative AI to transform automation capabilities
  • VERTICALS: Develop industry-specific solutions for healthcare/finance
  • SMB: Expand into SMB market with simplified deployment solutions
  • GLOBAL: Increase APAC penetration where RPA adoption is accelerating
  • CLOUD: Drive cloud-native automation platform adoption

Threats

  • HYPERSCALERS: Microsoft, Google, AWS embedding automation features
  • COMMODITIZATION: Core RPA features becoming commoditized
  • RECESSION: Economic slowdown impacting enterprise software spending
  • TALENT: Shortage of skilled RPA developers in key markets
  • CONSOLIDATION: Industry consolidation pressuring smaller players

Key Priorities

  • PLATFORM: Evolve from RPA-only to comprehensive automation platform
  • AI: Accelerate AI integration across all product offerings
  • SIMPLIFICATION: Reduce implementation complexity and time-to-value
  • ECOSYSTEM: Strengthen partner enablement for vertical solutions
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To accelerate human achievement through automation by delivering the fully automated enterprise

AI FIRST

Lead the AI automation revolution

  • INTEGRATION: Integrate 3 leading foundation models across platform by Q3
  • COPILOT: Launch UiPath Automation Copilot with 10K active users by Q3 end
  • MIGRATION: Convert 25% of legacy RPA customers to AI-enhanced automation
  • USAGE: Achieve 60% of platform users actively using AI capabilities monthly
SIMPLIFY

Make automation radically easier to adopt

  • TIME-TO-VALUE: Reduce average implementation time from 12 weeks to 6 weeks
  • TEMPLATES: Launch 50 industry-specific automation templates across 8 verticals
  • ONBOARDING: Create guided implementation program reducing setup time by 40%
  • TRAINING: Enable 10,000 new citizen developers via AI-assisted learning paths
EXPAND

Grow from RPA to enterprise automation platform

  • PLATFORM: Increase multi-product customers from 45% to 65% of enterprise base
  • CONSUMPTION: Launch consumption-based pricing model with 150 early adopters
  • ATTACHMENT: Achieve 35% document understanding module attachment rate on deals
  • PROCESS: Close 50 deals with process mining as the lead solution vs. RPA
COMMUNITY

Build the world's most vibrant automation ecosystem

  • MARKETPLACE: Grow solution marketplace to 1,000 solutions with 50K monthly users
  • DEVELOPERS: Expand UiPath developer community from 1.5M to 2M active members
  • ENABLEMENT: Train 5,000 partners on AI automation capabilities through academy
  • ADVOCACY: Launch customer advocacy program with 200 executive champions
METRICS
  • ARR Growth: 25% YoY by end of 2025
  • Multi-Product Customer %: 65% of enterprise customers
  • AI Feature Adoption: 60% MAU of AI capabilities
VALUES
  • Be Humble
  • Be Bold
  • Be Immersed
  • Be Fast
  • Customer First
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Align the learnings

UiPath Marketing Retrospective

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To accelerate human achievement through automation by delivering the fully automated enterprise

What Went Well

  • REVENUE: Q4 2024 revenue reached $379.9M, exceeding guidance by 5.2%
  • ARR: Annual recurring revenue grew to $1.4B, representing 22% YoY growth
  • RETENTION: Dollar-based net retention rate improved to 121% vs 115% prior
  • CUSTOMERS: Added 513 new customers with ARR >$100K, now at 2,051 total
  • MARGINS: Non-GAAP gross margin expanded to 86%, up from 84% last year

Not So Well

  • GEOGRAPHIES: EMEA growth slowed to 16% YoY vs. 24% in previous quarter
  • DEALS: Average deal size decreased 8% YoY in mid-market segment
  • COMPETITION: Win rates declined 5 percentage points against Microsoft
  • SALES CYCLES: Enterprise sales cycles lengthened by 22 days on average
  • CHURN: SMB customer churn increased to 13% from 10% in previous quarter

Learnings

  • MESSAGING: AI-native positioning resonates more than traditional RPA
  • MODELS: Consumption-based pricing models show 40% better adoption rates
  • BUNDLING: Solution bundles convert 35% better than individual products
  • TECHNICAL: Customers demand deeper integration with existing systems
  • BUYER: Economic buyers shifting from IT to business line leaders

Action Items

  • REPOSITION: Refresh brand position as AI-automation platform by Q3 2025
  • SIMPLIFY: Reduce implementation time by 50% with new quick-start tools
  • PRICING: Launch simplified consumption-based pricing model by Q2 2025
  • ENABLEMENT: Create vertical solution kits for top 5 industries by Q4
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To accelerate human achievement through automation by delivering the fully automated enterprise

Strengths

  • ACQUISITION: Strategic AI acquisitions like Cloud Elements, ProcessGold
  • INNOVATION: Strong AI Labs team driving cutting-edge AI development
  • INTEGRATION: AI features already embedded in core automation platform
  • EXPERTISE: 250+ AI/ML specialists on staff across global R&D centers
  • DATA: Access to vast process data for training AI models

Weaknesses

  • PERCEPTION: Still viewed primarily as RPA rather than AI company
  • FRAGMENTATION: AI capabilities spread across different products
  • EDUCATION: Customers slow to adopt advanced AI automation features
  • MESSAGING: Complex AI value proposition vs. pure-play AI vendors
  • TECHNICAL: Technical debt in some platform areas limiting AI agility

Opportunities

  • COPILOT: Launch automation copilot for citizen developers
  • ANALYTICS: Expand process mining AI for deeper business insights
  • MULTIMODAL: Develop multimodal AI for document and visual automation
  • MARKETPLACE: Create AI app marketplace for industry solutions
  • AUTONOMOUS: Develop self-healing, autonomous automation workflows

Threats

  • OPENAI: Potential direct competition from OpenAI in automation space
  • ANTHROPIC: Claude and other foundation models entering automation
  • INCUMBENTS: Enterprise vendors rapidly adding AI automation features
  • STARTUPS: AI-native startups disrupting traditional RPA approaches
  • REGULATION: Increasing AI regulation affecting automation deployment

Key Priorities

  • AI-FIRST: Reposition as AI-first automation platform company
  • FOUNDATION: Integrate leading foundation models across platform
  • SIMPLICITY: Create no-code AI automation for business users
  • VERTICAL: Develop industry-specific AI automation templates