marketingvalue

underpants

marketing

my customer

HOW SOCIAL IS DRIVING THE EVOLUTION OF CRM 6

ice cream

akafragmentation

marketing decisions are hard

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

there’s an easy answer…

riiiight…

Mea culpa

Why?

How?

Pitfalls?

13digital infallibility

silver bullets

alignment

innovate

just stop

how?

build asupermodel

Sal

es

Time

Actual Sales

Sal

es

Time

Actual SalesCalculated Sales (Model)

digital media +

Sal

es

Time

Actual SalesCalculated Sales (Model)

traditional media +

Sal

es

Time

Actual SalesCalculated Sales (Model)

competitors media +

Sal

es

Time

Actual SalesCalculated Sales (Model)

economy = supermodel

Sal

es

Time

Actual SalesCalculated Sales (Model)

Crash

the supermodel

27

power in symbols

HOW SOCIAL IS DRIVING THE EVOLUTION OF CRM 28

betting on hockey

waterfall

pitfalls?

HOW SOCIAL IS DRIVING THE EVOLUTION OF CRM 32you need a plan

officepolitics

voodoo math

HOW SOCIAL IS DRIVING THE EVOLUTION OF CRM 35

non-linear

proliferation

propellerhead

HOW SOCIAL IS DRIVING THE EVOLUTION OF CRM 38

Complex problem

Sophisticated models to find power in the numbers

Educate yourself on the details

Start with a business plan in mind

Build an internal coalition

Set up tests to validate

discussion