driving growth through customer centricity
TRANSCRIPT
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#ConnectIn16
Driving Growth Through Customer Centricity
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
Introductions
Caspar WrightManaging Partner
Vermeer
Sabina SobininaInsights Manager, APAC
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
Strategy - Segmentation
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
Strategy - Purposeful Positioning
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Structure- Marketing Organization
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
Capability – Masters of Marketing in a Digital Age
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Valuation – Brand & Marketing Mix Valuation
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
Welcome to the connected society
212 BillionSensor enabled
devices
2008 2015 2020
7Billion
25Billion
50Billio
nConnected devices
!Connected Society
Data People
Process Devices
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Traditional value drivers no longer provide competitive advantage
1900 - 1960
1960 - 1990
1990 - 2010
2010 - PRESENT
Age of Manufacturin
g
Age of Distribution
Age of Information Technology
Age of the Connected Customer
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Everybody talks about Customer Centricity
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HOWto achieve Customer Centricity?
WHATare the drivers of Customer Centricity?
Insights2020 Focus
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The Insights2020 CoalitionFounding Partners Advisory Board
Keith WeedUnilever
Sir Martin Sorrell
WPP
Diego ScottiVerizon
Tony FaganGoogle
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60 Markets337 Vision Interviews10,495 Survey Respondents
• LinkedIn Behavioral Analysis• Wharton Crowd Sourcing• 8 Global research teams• Cross-industry, Cross-function
Largest and most global I&A study ever conducted
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Overperformers vs Underperformers
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Key dimensions of Customer-Centric growth
CUSTOMER CENTRIC GROWTH
TOTAL EXPERIENC
E
INSIGHTS ENGINE
CUSTOMER
OBSESSION
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Key dimensions of Customer-Centric growth
1. Purpose-led2. Data-driven
customization3. Touch point consistency
CUSTOMER CENTRIC GROWTH
TOTAL EXPERIENC
E
INSIGHTS ENGINE
CUSTOMER
OBSESSION
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Link everything to a clear brand
purpose
Driver 1. Purpose-led
80%32%
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Creating experiences based on data driven
insights
Driver 2. Data-driven customization
32%73%
31%
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I&A to drive consistency across all touch points
Driver 3. Touch point consistency
32%64%
29%
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Key dimensions of Customer-Centric growth
4. Embraced by all5. Leadership priority6. Collaboration7. Experimentation
CUSTOMER CENTRIC GROWTH
TOTAL EXPERIENC
E
INSIGHTS ENGINE
CUSTOMER
OBSESSION
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Customer Centricity is fully embraced by all
functions
Driver 4. Embraced by all
79%13%
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Customer Centricity is a top priority for leaders
Driver 5. Leadership priority
91%48%
Incentives are based on customer
related KPIs45%
24%
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Work closely with customers
Driver 6. Collaboration
72%45%
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Embracing risk and experimentation
Driver 7. Experimentation
40%13%
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
Key dimensions of Customer-Centric growth
8. Leading role of I&A9. Unlocking the power of
data10.Critical capabilities
CUSTOMER CENTRIC GROWTH
TOTAL EXPERIENC
E
INSIGHTS ENGINE
CUSTOMER
OBSESSION
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I&A leading the business
Driver 8. Leading role of I&A
51%18%
I&A reports into the CEO
29%12%
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Linking different data sources to distil insights
Driver 9. Unlocking the Power of Data
67%34%
THE ECONOMIC GRAPH
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Business Sense
Driver 10. Critical capabilities
75%50%
‘Wholebrain’ thinking
71%42%
Storytelling 61%37%
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NOW what?
Focus on products and services
Focus on Total Experience
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NOW what?
Focus on detail of data
Focus on actionability of
data
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NOW what?Deliver to customers
Co-create and innovate with
customers
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45%53%61%
+8%+2%+3%
Supporting scorecard – Illustrative Numbers
• Leading role of I&A• Unlocking the power of
data• Critical Capabilities
Insights Engine
Revenue Growth Potential
+2.8%
73%49%53%
+2%+5%+3%
+9%
-6%
-2%
-9%-6%
-2%
SCORE
GAP vs BENCHMARK AMBITI
ON
GAP vs BENCHMARK AMBITI
ON
+3%
-7%
SCORE
GAP vs BENCHMARKAMBITI
ON
+5%
63%75%61%34%
+5%+3%+4%+6%-
2%
• Embraced by all• Leadership priority• Collaboration• Experimentation
Customer Obsession
Total Experience• Purpose-led• Data-driven customization• Touch point consistency
SCORE
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
Mission:Connect the world’s professionals to make them more productive and successful
#1 Value:Our Members Come First
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THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
LinkedIn is Uniquely Positioned To Help Drive Customer-Centric Growth
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Growth requires personalized experience at scale
ORGANIC / SPONSORED CONTENT
The most effective platform for marketers to engage with
professionals
Content Marketing SALES NAVIGATOR
Empower your sales teams with social intelligence and
content to share
Social Selling
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Growth requires alignment on brand purpose
PUBLISHING PLATFORMEmpower your leaders to
communicate directly with key stakeholders, employees,
and prospective talent
Thought Leadership ELEVATE
Leverage your employees’ collective influence
to share content that is “on brand”
Employee Activation
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Overperformers leverage the multiplication effect to drive growth
More likely to be over-
performers
LI Sales Navigator(Social Selling)
LI Marketing Solutions(Brand Activation)
8XMore likely to be over-performer
3x
Leveraging LinkedIn for Marketing OR Sales
Leveraging LinkedIn for Marketing AND Sales