The Future of Sales - Disrupt, Align and Connect to Your Customer's Journey

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May 2017Jamie Anderson, Senior Vice President & CMO, SAP HybrisThe Future of Sales: Disrupt, Align, and Connect to Your Customer's Journey2 2017 SAP SE or an SAP affiliate company. All rights reserved. The only thing thatschanged is everything- Tim Cook, CEO of AppleSCOTTISHPOWER4 2017 SAP SE or an SAP affiliate company. All rights reserved. By 2018, one third of the top 20 in every industry will be disrupted by digitally transformed competitors.Frank Gens, Chief Analyst, IDC5 2017 SAP SE or an SAP affiliate company. All rights reserved. Outcome-based business models are disrupting all industriesTransportationSportswear GPS and NavigationRetailHardware EnergySoftwareMedia & EntertainmentConsumer ProductsFood & Beverage6 2017 SAP SE or an SAP affiliate company. All rights reserved. Welcome to the digital economy.DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY1900 1950 2000SCARCITYABUNDANCEDESIRE ENGAGEMENTPRODUCTS7 2017 SAP SE or an SAP affiliate company. All rights reserved. Change is happening fast.DIGITAL ECONOMY2000 2005 2010 201725 BillionSongsSold on iTunesiPhoneIntroducedFacebookLaunches888 MillionInternet UsersLinkedInLaunches20153.6 BillionInternet Users2.32 BillionSmartphone Users467 MillionLinkedIn Users1.87 BillionFacebook Users304 MillionInternet UsersiPod / iTunesIntroduced1.97 BillionInternet Users8 2017 SAP SE or an SAP affiliate company. All rights reserved. And its only getting faster.75 YEARS38 YEARS13 YEARS4 YEARS3.5 YEARS3 YEARS2.5 YEARS19 DAYSTIME TO REACH50 MILLION USERS9 2017 SAP SE or an SAP affiliate company. All rights reserved. Business Agility is KeyThere are1.55 BILLIONFACEBOOK USERS1.91 BILLIONSMARTPHONEUSERS400 MILLION LINKEDIN USERSAnd Yetof businesses are ready to support a mobile-first engagement with customers17% of businesses existing CRM systems have no way to track customer social media interactions76.3% of businesses still cant be contacted by social media56.6%BeyondCRM Research (SAP) January 2016!10 2017 SAP SE or an SAP affiliate company. All rights reserved. Customers are harder to engage than ever.of online ads are ignored.of the buying process is completed before a first interaction with sales.of consumers abandoned a purchase due to a poor service experience.Source: Google Source: Customer Executive Board Source: American Express Global Barometer99.76% 57% 60%11 2017 SAP SE or an SAP affiliate company. All rights reserved. THISIS NOTYOURCUSTOMERS JOURNEYAwarenessInterestDesireAction12 2017 SAP SE or an SAP affiliate company. All rights reserved. EACH CUSTOMER CHOOSES THEIR OWN ADVENTURECHANGEADDRESSDISCOVERNEEDRECEIVEOFFERPOST REVIEWMAKEPAYMENTJOINGROUPSSHORTLISTTRACK ORDERBUYRECEIVEPACKAGESET UP PHONEMISSING ITEMNETWORK ISSUEFIXISSUERESTART SERVICEBILLINGISSUELOYALTYBONUSRECEIVEDOFFERWEBTVDIGITAL ADSPRINTSOCIALSEARCHKW/ADSREVIEWSRETAIL STORECONTACTCENTEREMAILSOCIAL CONTACTCENTERSUPPORTPORTALCONTACTCENTERSOCIALBRANDEDCOMMUNITYCONTACTCENTERCONTACTCENTERRETAIL STOREAWARENESSINTERESTCONSIDERATIONACTIONUSEACTIONADVOCACYADVOCACYCONSIDERATIONUSESUPPORTPORTALWEBSHOPRETAIL STOREREFERFRIENDSEMAILSOCIALWORD OF MOUTHWEBSITEWORD OF MOUTHWEB SHOPRESEARCHWEBWEB SHOPDISCOVERY13 2017 SAP SE or an SAP affiliate company. All rights reserved. *** ANONYMOUS***IP AddressTopic: CRM SalesPutting the customer at the centerE-mailWebsiteACTIONSETUP APPTCONTRACTSIGNEDCROSS SELLOFFER/SOLUTIONE-mailDemoINTERESTEvaluates OfferACTIONPurchases the solutionStatus: WonRevenue: $$$Products: Marketing, SalesOpportunity: $$$Salesperson: John SmithEvent SystemCustomer: APEXContact: Sam JonesSession: CXTimeframe: 3 monthsCONVERTOPPTYAssets: Customer Case StudyBudget: $$$Appointment: ScheduledStatus: OpportunityPERSONALOFFERPERSONALCONTENTINTERESTEvaluates SolutionsCustomer: APEX Contact: Sam JonesContact: Frank KimEmail: sjones@apex.comIP AddressTopic: CRM SalesProduct: Mobile SFAOffers 30 day Free Trial**IDENTITY CONSOLIDATED **Trade ShowWord ofmouthATTENDSEVENTPHONEInside Sales Qualifies LeadCONSIDERATIONMEETINGS/BRING IN KEYINFLUENCERSCONSIDERATIONSales Meetings/Follow UpPHONEROI StudyIDENTIFYNEEDAWARENESSNeed better business insight into salesOnline ReportsSales ReportsLow AdoptionDISCOVERYSales SolutionReviewsSearchWebsiteSets up accountSIGNS UP14 2017 SAP SE or an SAP affiliate company. All rights reserved. COLLABORATION IS KEY.BREAK DOWN SILOS.15 2017 SAP SE or an SAP affiliate company. All rights reserved. Optimizing the marketing and sales relationship helps grow revenue 32% faster year-over-yearSource: Aberdeen16 2017 SAP SE or an SAP affiliate company. All rights reserved. Content to Conversion17 2017 SAP SE or an SAP affiliate company. All rights reserved. Create a seamless digital customer journey pathDISCOVER GAIN TRUST CONVERT65%REDUCTION INCHANNELS1SINGLEIDENTITY100% 40xREACH100% 60%HIGHER CONVERSIONRATE Enable users to consume more content to build trust and engage within ONE Identity Potential to reach 40X more users Increase relevancy of content utilizing listening scorecard Increase number of SAP CEC bloggers Clear CTA for users at different stages Apply flexible trust level data requests strategy on all platforms for all offers LISTENING18 2017 SAP SE or an SAP affiliate company. All rights reserved. TARGET AUDIENCESAWARENESSDrive content consumptionEVALUATIONBuild trustPURCHASEAttract with offersPromoteDrive TrafficEngageMapchannels & contentjourneysEngageAmplifyDrive TrafficPromoteAmplifyFuture of Customer Engagement & CommerceBRANDWEBSITESEVENTSDIGITAL HUBSOFFERSDIRECTSEARCHCONTENT DRIVENSEARCH CHANNELBROADCAST / ENGAGEMENTCHANNEL19 2017 SAP SE or an SAP affiliate company. All rights reserved. Demand to Revenue measure of sales & marketing alignment20 2017 SAP SE or an SAP affiliate company. All rights reserved. Demand SignalsCustomers & prospects who find SAP Hybris via a multitude of channels, based on what they are interested in. Demand to RevenueMarketing needs to deliver more campaigns, with digital execution at massive scale. We follow-up on ALL demand signals. Real, meaningful lead nurture. Pipeline/RevenueMarketing will deliver 30% of pipeline in 2017, increasing as D2R matures. Sales closes. Demand to RevenueCapture, engage, and nurture ALL demand signals to achieve Cloud scale21 2017 SAP SE or an SAP affiliate company. All rights reserved. Best-in-Class organizations are:Aberdeen Research Best in Class Companies align marketing and salesAlign marketing & sales with common goals/KPIs57%More likely to ensure always-on availability of marketing-generated sales contentMore likely to track marketing campaign results on subsequent sales activity38% 25%Marketing/Sales Alignment Who is Agile Enough To Win www.hybris.com/TransformSalesAberdeen Group22 2017 SAP SE or an SAP affiliate company. All rights reserved. SCOTTISHPOWERSO, WHAT ABOUT EXPERIENCE?23 2017 SAP SE or an SAP affiliate company. All rights reserved. EVERY CHANNELIS A SERVICE CHANNEL24 2017 SAP SE or an SAP affiliate company. All rights reserved. SOURCE: 2015 Watermark ConsultingCustomer experience leaders outperform the market.8-Year Stock Performance of Customer Experience Leaders vs. Laggards vs. S&P 500 (2007-2014)107.5%Customer Experience Leaders72.3%S&P 500 Index27.6%Customer Experience LaggardsCumulative Total Return25 2017 SAP SE or an SAP affiliate company. All rights reserved. WHAT IS THE MOST IMPORTANT THING YOU PRODUCE?26 2017 SAP SE or an SAP affiliate company. All rights reserved. AN ENGAGED CUSTOMER.27 2017 SAP SE or an SAP affiliate company. All rights reserved. 4 TakeawaysBe the Change. Get disruptive.Use real-time insights, ML/AI, to sharpen your sales and marketing focus. Share common KPIs.Re-imagine engagement. Think Digital First!Place the customer at the heart of everything you doJamie AndersonSenior Vice President & CMO, SAP Hybris@collsdadwww.hybris.comThank You