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Use Your Technology Prowess To
Build A Customer Obsessed
EnterpriseLaura Ramos, Vice President, Principal Analyst
© 2015 Forrester Research, Inc. Reproduction Prohibited 4
Agenda
› What it means for digital
› Are organizations ready to succeed?
› Build a customer obsessed enterprise
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
Agenda
› What it means for digital
› Are organizations ready to succeed?
› Build a customer obsessed enterprise
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
No industry will escape digital disruption
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Base: 1,254 executives in companies with 250 or more employees
(respondents may be counted in multiple industry groups)
Industrial products
Construction and engineering
Oil, gas, mining, and chemicals
Pharmaceuticals and medical equipment
Technology products
Consumer packaged goods
Transportation and travel
Healthcare
Professional and business services
Utilities
Telecommunications
Retail and wholesale
Media, entertainment, and leisure (excluding travel)
Government and nonprofit
Banking and financial services
Education and social services
Insurance
“Do you think your business will be disrupted by digital technology in the next 12 months?”(on a scale of 1 [not disrupted] to 5 [massively disrupted])
Massively disrupted Moderately disrupted Somewhat disrupted
86%
83%
82%
82%
82%
81%
77%
77%
77%
75%
74%
73%
71%
70%
65%
64%
60%
Total
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Organizations are ill-equipped for
digital success
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
Our marketing team is extremely
successful in developing and executing
digital marketing programs
We are able to find and hire people with
the digital marketing skills we need
Our marketing team has the necessary
skills to be successful in digital marketing
51%
43%
39%Base 196 marketing leaders
Source: Forrester/ DMN 2014 North American Digital Marketing Online Survey
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Marketers treat digital
as another line item
on the media plan.
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
Digital business is different
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Bolt onDigitally enhanced
products and services
Functional efficiencyCross-functional
agility
Safety and cost
reduction
Speed and
innovation
Digital
touchpoints
Organizational
alignment
Technology
attitude
Digital businessTraditional business
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
Digital businesses work differently
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Continuously exploit technology
1. Create new sources of value
for customers
2. Increase operational agility
in service of customers
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
Agenda
› What it means for digital
› Are organizations ready to succeed?
› Build a customer obsessed enterprise
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Replace their inside-out viewpoint . . .
Inside-out
Cap
ab
ilit
ies
Processes
Technologies
Resources
Se
rvic
e
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
. . . with an outside-in perspective
Inside-out
Cap
ab
ilit
ies
Processes
Technologies
Resources
Se
rvic
e
Outside-in
Journeys
Contexts
Touchpoints
Pers
on
as
Cu
sto
mer
ob
jectives
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Use the customer lifecycle as your framework
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Product
Innovation solutions
Enterprise marketing
solutions
Sales and
fulfillment solutions
Customer service
solutions
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Create a shared technology agenda
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Technology
agenda
Technology
agenda
CMO CIO
The BT
Agenda
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Create a shared technology agenda
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
Source: Forrester/Forbes Q3 2014 US Marketing And Tech Management Survey
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Your role: help drive CMO/CIO alignment
Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Your opportunity – step up to the digital challenge
1. Evangelize the importance of connecting
business and technology
2. Use the customer lifecycle as your guiding
framework
3. Lead the journey to true CMO/CIO collaboration
with a shared BT agenda