Turn your digital channel up to 11

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Turn your Digital Channel up to 11

a framework for success

in the age of the Connected Customer

We are all technology companies now.

As we in "Generation C" (the Connected generation) reveal our behavior, needs and preferences in our

online journeys, those technologies that offer easier, more transparent and cheaper ways to interpret our needs and help fulfill them are

winning favor, disrupting industries, and transforming world economies.

How is your transformation going?

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http://www.fanfoundry.com/

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The digital channel…

1. Better customer relationships. By helping today’s Connected Customer do their research and prepare to buy before they even talk to us, we improve our reputation by delivering a more satisfying user experience, meeting them at their starting point: online.

2. Reduced cost of sales. Better-informed customers often buy more. Educated customers are more satisfied and loyal. This reduces our cost per sale. We can afford to improve. All of these factors add up to greater Customer Lifetime Value.

3. Better insight. By observing people’s online behavior and journey steps, we can improve our marketing and sales response, prioritizing our responses to each individual based on indications of interest and intent. We can also do our R&D by learning which products and features they seek, and direct our energies to give them more of that.

4. Better treatment. We can awaken inactive but interested leads with periodic opt-in and follow-up touches, so they remember us when they decide to buy.

5. Efficient operation. With the right analytics tools, all that data helps us understand our success factors, reward success more effectively, standardize best practice, and eliminate waste. We run leaner. That gives us more money to improve for customers.

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Year after year, analyst firms publish CXO surveys reporting that their transformation projects - involving CRM, email, sales automation, marketing automation and social technologies - often get derailed, deliver lackluster results, or sometimes even outright fail. This is not a tenable option. Common challenges include:

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Defining a customer experience strategy

Designing with sales, service and support staff as the primary users

integrating social selling and marketing automation

Leveraging dealflow management and sales coaching opportunities

Embedding best practice sales methodology

Applying “record of truth” data quality throughout the customer lifecycle



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By contrast, Fan Foundry’s business transformation clients almost uniformly report results that exceed expectations. What do our successful client projects have in common? We consider:

Audiences - users, buyers, customers, partners, prospects, public Channels - web, email, print, event, video, social Teams - marketing, sales, service, commerce, product, payment Workflows - IT, sales, marketing, ecommerce, service, product, R&D Content - Themes, formats, stories, journey stages Data - demographic, firmographic, behavior, purchase, preference


Ask: Whom should you involve, and how? Who cares about what, and why? Every line in this hexagon connects conversations about influences, impacts and outcomes.

Our “Going Digital” Success Framework The people, process and technology considerations

Data demographic • firmographic

behavior • purchase • preference

Workflows IT • sales • marketing

ecommerce service • product • R&D

Content themes • formats • stories

journey stages

Audiences users • buyers • customers

partners • prospects • public

Teams marketing • sales

service • commerce product • payment

Channels web • email • print event • video • social

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Ask: who cares about what,

and why?



Example 1: Each Audience has unique Channel, Team, Content, Data and Workflow requirements.






journey stages






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journey stages





Example 1: Each Audience has unique Channel, Team, Content, Data and Workflow requirements.

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Example 2: Each Channel has unique Team, Content, Data, Workflow and Audience requirements.






journey stages






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When you have finished asking “Who cares about what, and why?” from all 6 perspectives, you have significantly raised your likelihood of transforming your organization to compete effectively and improve customer lifetime value.






journey stages





Ask: who cares about what,

and why?


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Here are a few more preparatory questions to ask yourself.

Has can “going digital” helped us to … • deliver a seamless customer experience ? • gain visibility and provide support throughout the customer lifecycle ? • build a reliable, single source of truth about customers and revenue?

Here are some potential benefits you can treat as measurable outcomes.

Grow revenues Improve forecasting accuracy

Reduce customer churn Improve revenue predictability

Improve renewals Provide a single datasource of truth

Improve sales execution Achieve a 360 degree view of customers

Create a transparent pipeline Support entire customer lifecycle

Support deal coaching Empower everyone to help clients

More Thought-starter questions


In the age of Generation C, the Connected Customer, it has never been more essential to transform. All you needed was the right partner, and here we are. Accelerate your transformation today.

Ed Alexander Chief Digital Consultant [email protected] +1 (781) 492-7638 USA East

For more information, contact:

mailto:[email protected]

BI & Business Development

Email Marketing

Content Marketing

SFA / CRM / Database

Appendix: An Agile Marketing, Sales and Service Governance Platform

Public

Visitor

Lead

Prospect Customer

Lead Scoring – conversion, click-through, multichannel

interaction, form fill, downloads, social interaction

Personalized Journeys – Sales engagement, Opportunity creation,

contact with Buyers, Decision Makers and Influencers

Campaign Attribution

Governance

Revenue Attribution

Community

Qualification Route to Sales

or Nurture Community

Awareness Web, Media, Event, Social, Mobile, App

Acceleration Behavioral Triggers to

engagement

Acquisition Encourage

Leads to talk with Sales

Call to Action Gather data, drive

engagement, retarget

Re-engage Next best

offer

Purchase Close, Upsell,

Support

Forecasts

Client Development – Conversion, Engage with

Sales, Service and Delivery Teams, R&D, Advocacy

Incremental Revenue

Go

als

O

per

atin

g

Pla

ns

Fin

anci

al

Mea

sure

s

Customer Lifetime Value

Value (transaction, relational)

as Competitive Advantage

Branding & Journey Mapping

Development, Activation

Revenue Goals Market Segments

Need

Consider

Evaluate

Journey

ROI

Negotiate Use Promote

Endorse

Mutual Value

Marketing Automation

Syst

ems

of

Enga

gem

ent

Sy

stem

s o

f R

eco

rd

Asset Management

Contact: Ed Alexander, Chief Digital Marketer [email protected] (781) 492-7638 USA East 13

mailto:[email protected]
