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

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. ǀ

“The only thing that’s

changed is everything”- Tim Cook, CEO of Apple

SCOTTISHPOWER


“By 2018, one third of the top

20 in every industry will be

disrupted by digitally

transformed competitors.”Frank Gens, Chief Analyst, IDC


Outcome-based business models are disrupting all industries

TransportationSportswear GPS and Navigation

Retail

Hardware EnergySoftwareMedia & Entertainment

Consumer Products

Food & Beverage


Welcome to the digital economy.

DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY

1900 1950 2000

SCARCITY

ABUNDANCE

DESIRE ENGAGEMENTPRODUCTS


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


And it’s 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


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

can’t be contacted

by social media

56.6%

BeyondCRM Research (SAP) – January 2016

!


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%


THISIS NOTYOURCUSTOMER’S JOURNEY

Awareness

Interest

Desire

Action


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


*** 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: [email protected]

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


COLLABORATION IS KEY.

BREAK DOWN SILOS.


Optimizing the marketing

and sales relationship

helps grow revenue 32%

faster year-over-yearSource: Aberdeen


Content to Conversion


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


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


Demand to Revenue –

measure of sales &

marketing alignment


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


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


SCOTTISHPOWER

SO, WHAT ABOUT

EXPERIENCE?


EVERY CHANNEL

IS A SERVICE

CHANNEL

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

Customer 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 Leaders

72.3%S&P 500 Index

27.6%Customer Experience Laggards

Cu

mu

lative

To

tal R

etu

rn


WHAT IS THE MOST IMPORTANT THING YOU PRODUCE?


AN ENGAGED CUSTOMER.


4 Takeaways

Be 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 do

Jamie Anderson

Senior Vice President & CMO, SAP Hybris

@collsdad

www.hybris.com

Thank You