digital enterprise show: transforming the marketing organization in the digital era
TRANSCRIPT
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TransformingTheMarke0ngOrganiza0onintheDigitalEra24May2016
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AmandaGosling GiovanniCrispino DavidHenche LiamMcDwyer
SalesDirectorSouthernEurope
AreaBusinessLeadDynamicsCRM
Jeane;eCajide
VPofCorporateDevelopment
GlobalPartner:IBMInterac0veExperience.
AreaManagerMarke0ng&Communica0ons
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The Time For Digital Transformation Is Now
Time!
Hum
an P
rogr
ess!
Source: waitbutwhy.com
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Four Clear Messages Stand Out
• Companiesneedtothinkmorebroadlyaboutexperience• Theworldwillberadicallydifferentin12months• Whatyoudon’tmeasure,youwon’tget• Youneedtobuildanecosystemoftalent
@amandamgosling @IBM
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Focusing on the Customer
• Thecustomerjourneystrategy• Howthecustomerexperiencewillimpactyourbusiness• Leveragetechnologytoknowyourcustomeriden0ty
@gcrispino @salesforce
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Building Blocks of a CRM Project Strategic Vision
Customer Knowledge Tactical Vision
Value Proposition and relationship model
Operational Vision Automation and Feedback
DATAMART
@leaseplan
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Customer Service – the new marketing
of consumers use web self-service to find answers
76%
Customers are
57% through the buying process
before they talk to the supplier
@lmcdwyer @Microsoftirl
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Where is it all going?
chatbot - a computer program designed to simulate conversation with human users, especially over the Internet. machine learning allows computers to learn and find hidden insights without being explicitly programmed where to look
@lmcdwyer @Microsoftirl
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• Innova0onwillhappenoutsideyourbox:API’s&SDK’s• Thefuturebelongstothefast• TheroleoftheCMOandCIOwillbecomeblurred
Innovate or Be Out-Innovated
@jeanettec007 @dialexa
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