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

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  • May 2017

    Jamie Anderson, Senior Vice President & CMO, SAP Hybris

    The Future of Sales: Disrupt, Align, and

    Connect to Your Customer's Journey

  • 2 2017 SAP SE or an SAP affiliate company. All rights reserved.

    The only thing thats

    changed is everything- Tim Cook, CEO of Apple

  • SCOTTISHPOWER

  • 4 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, IDC

  • 5 2017 SAP SE or an SAP affiliate company. All rights reserved.

    Outcome-based business models are disrupting all industries

    TransportationSportswear GPS and Navigation

    Retail

    Hardware EnergySoftwareMedia & Entertainment

    Consumer Products

    Food & Beverage

  • 6 2017 SAP SE or an SAP affiliate company. All rights reserved.

    Welcome to the digital economy.

    DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY

    1900 1950 2000

    SCARCITY

    ABUNDANCE

    DESIRE ENGAGEMENTPRODUCTS

  • 7 2017 SAP SE or an SAP affiliate company. All rights reserved.

    Change is happening fast.

    DIGITAL ECONOMY

    2000 2005 2010 2017

    25 BillionSongs

    Sold on iTunes

    iPhone

    Introduced

    Facebook

    Launches

    888 Million

    Internet Users

    LinkedIn

    Launches

    2015

    3.6 Billion

    Internet Users

    2.32 Billion

    Smartphone

    Users

    467 Million

    LinkedIn Users

    1.87 Billion

    Facebook Users

    304 Million

    Internet Users

    iPod / iTunes

    Introduced

    1.97 Billion

    Internet Users

  • 8 2017 SAP SE or an SAP affiliate company. All rights reserved.

    And its only getting faster.

    75 YEARS

    38 YEARS

    13 YEARS

    4 YEARS

    3.5 YEARS

    3 YEARS

    2.5 YEARS

    19 DAYS

    TIME TO REACH

    50 MILLION

    USERS

  • 9 2017 SAP SE or an SAP affiliate company. All rights reserved.

    Business Agility is Key

    There are

    1.55 BILLION

    FACEBOOK USERS

    1.91 BILLION

    SMARTPHONE

    USERS

    400 MILLION

    LINKEDIN USERS

    And Yet

    of businesses are ready

    to support a mobile-first

    engagement with customers

    17% of businesses existing CRM systems have no way to track customer

    social media interactions

    76.3% of businesses still cant be contacted

    by social media

    56.6%

    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

    Barometer

    99.76% 57% 60%

  • 11 2017 SAP SE or an SAP affiliate company. All rights reserved.

    THISIS NOTYOURCUSTOMERS JOURNEY

    Awareness

    Interest

    Desire

    Action

  • 12 2017 SAP SE or an SAP affiliate company. All rights reserved.

    EACH CUSTOMER

    CHOOSES THEIR

    OWN ADVENTURE

    CHANGE

    ADDRESS

    DISCOVER

    NEED

    RECEIVE

    OFFER

    POST

    REVIEW

    MAKE

    PAYMENT

    JOIN

    GROUPS

    SHORTLIST

    TRACK

    ORDER

    BUYRECEIVE

    PACKAGE

    SET UP

    PHONE

    MISSING

    ITEM

    NETWORK

    ISSUE

    FIX

    ISSUE

    RESTART

    SERVICE

    BILLING

    ISSUE

    LOYALTY

    BONUS

    RECEIVED

    OFFER

    WEB

    TV

    DIGITAL

    ADS

    PRINT

    SOCIAL

    SEARCH

    KW/ADSREVIEWS

    RETAIL

    STORE

    CONTACT

    CENTER

    EMAIL

    SOCIAL CONTACT

    CENTER

    SUPPORT

    PORTAL

    CONTACT

    CENTER

    SOCIAL

    BRANDED

    COMMUNITY

    CONTACT

    CENTER

    CONTACT

    CENTER

    RETAIL

    STORE

    AWARENESS

    INTEREST

    CONSIDERATION

    ACTION

    USE

    ACTION

    ADVOCACY

    ADVOCACY

    CONSIDERATION

    USE

    SUPPORT

    PORTAL

    WEB

    SHOP

    RETAIL

    STORE

    REFER

    FRIENDS

    EMAIL

    SOCIAL

    WORD OF

    MOUTH

    WEB

    SITE

    WORD OF

    MOUTH

    WEB SHOP

    RESEARCH

    WEB

    WEB SHOP

    DISCOVERY

  • 13 2017 SAP SE or an SAP affiliate company. All rights reserved.

    *** ANONYMOUS***

    IP Address

    Topic: CRM Sales

    Putting the customer at the center

    E-mail

    Website

    ACTION

    SETUP APPT

    CONTRACT

    SIGNED

    CROSS SELLOFFER/

    SOLUTIONE-mail

    Demo

    INTERESTEvaluates Offer

    ACTIONPurchases the solution

    Status: Won

    Revenue: $$$

    Products: Marketing, Sales

    Opportunity: $$$

    Salesperson: John Smith

    Event System

    Customer: APEX

    Contact: Sam Jones

    Session: CX

    Timeframe: 3 months

    CONVERT

    OPPTY

    Assets: Customer Case Study

    Budget: $$$

    Appointment: Scheduled

    Status: Opportunity

    PERSONALOFFER

    PERSONALCONTENT

    INTERESTEvaluates Solutions

    Customer: APEX

    Contact: Sam Jones

    Contact: Frank Kim

    Email: sjones@apex.com

    IP Address

    Topic: CRM Sales

    Product: Mobile SFA

    Offers 30 day Free Trial

    **IDENTITY CONSOLIDATED **

    Trade Show

    Word of

    mouth

    ATTENDS

    EVENTPHONE

    Inside Sales Qualifies LeadCONSIDERATION

    MEETINGS/BRING IN KEYINFLUENCERS

    CONSIDERATIONSales Meetings/Follow Up

    PHONE

    ROI Study

    IDENTIFY

    NEED

    AWARENESS

    Need better business insight into sales

    Online

    Reports

    Sales

    Reports

    Low

    Adoption

    DISCOVERYSales Solution

    Reviews

    Search

    Website

    Sets up accountSIGNS UP

  • 14 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: Aberdeen

  • 16 2017 SAP SE or an SAP affiliate company. All rights reserved.

    Content to Conversion

  • 17 2017 SAP SE or an SAP affiliate company. All rights reserved.

    Create a seamless digital customer journey path

    DISCOVER GAIN TRUST CONVERT

    65%REDUCTION IN

    CHANNELS

    1SINGLE

    IDENTITY

    100% 40xREACH

    100% 60%HIGHER CONVERSION

    RATE

    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

    LISTENING

  • 18 2017 SAP SE or an SAP affiliate company. All rights reserved.

    TARGET AUDIENCES

    AWARENESSDrive content consumption

    EVALUATIONBuild trust

    PURCHASEAttract with offers

    Promote

    Drive Traffic

    Engage

    Map

    channels &

    content

    journeys

    Engage

    Amplify

    Drive Traffic

    Promote

    Amplify

    Future of Customer

    Engagement & Commerce

    BRANDWEBSITES

    EVENTS

    DIGITAL

    HUBS

    OFFERS

    DIRECTSEARCH

    CONTENT DRIVENSEARCH

    CHANNEL

    BROADCAST / ENGAGEMENT

    CHANNEL

  • 19 2017 SAP SE or an SAP affiliate company. All rights reserved.

    Demand to Revenue

    measure of sales &

    marketing alignment

  • 20 2017 SAP SE or an SAP affiliate company. All rights reserved.

    Demand Signals

    Customers & prospects who find

    SAP Hybris via a multitude of

    channels, based on what they are

    interested in.

    Demand to Revenue

    Marketing needs to deliver more

    campaigns, with digital execution at

    massive scale. We follow-up on ALL

    demand signals. Real, meaningful

    lead nurture.

    Pipeline/Revenue

    Marketing will deliver 30% of pipeline

    in 2017, increasing as D2R matures.

    Sales closes.

    Demand to Revenue

    Capture, engage, and nurture ALL demand signals to achieve Cloud scale

  • 21 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 sales

    Align marketing &

    sales with common

    goals/KPIs

    57%

    More likely to ensure

    always-on availability

    of marketing-

    generated sales

    content

    More likely to track

    marketing campaign

    results on

    subsequent sales

    activity

    38% 25%

    Marketing/Sales Alignment Who

    is Agile Enough To Win

    www.hybris.com/TransformSales

    Aberdeen Group

  • 22 2017 SAP SE or an SAP affiliate company. All rights reserved.

    SCOTTISHPOWER

    SO, WHAT ABOUT

    EXPERIENCE?

  • 23 2017 SAP SE or an SAP affiliate company. All rights reserved.

    EVERY CHANNEL

    IS A SERVICE

    CHANNEL

  • 24 2017 SAP SE or an SAP affiliate company. All rights reserved. SOURCE: 2015 Watermark Consulting

    Custo