Digitizing sales and marketing malmö sweden 20150605
Digitization requires a solid cross functional strategy and vision that are backed up by business cases. After the direction is formed it is much easier to start creating roadmap, build up cross functional governance, build up competences. Implementation should happen in a rapid prototyping way in order to show quickly successes and failures. Digitization Changes Processes. One should focus on the process improvements and not on the technical implementation and tools There are often various obstacles to move forward with digitization. Sometimes this is due to the lack of knowledge on digitization possibilities and lack of understanding new concepts like customer experience, sales analytic, knowledge and product management. Gapgemini and MIT research shows that companies with clear vision and functioning digital governance are over 20% more profitable than their counterparts in the industry. http://www.capgemini-consulting.com/digital-transformation New Capabilities are needed in both marketing and sales 50-70% of the buying decision is made before the sales representative makes contact. (Forrester). New capabilities like IT oriented marketing, customer experience, analytic, social selling are needed in organisations. B2B buyers complain that only 29% of sales reps are well prepared to engaged with them. (IDC) Combining personalization, marketing automation and different channels like online and print will bring the best benefit in marketing.By combining various marketing activities and channels will create omnichannel experience and at the same time renew internal processes. Sales representatvies using social selling have a 3.6x greater change to meet a decision maker. (Sales Benchmark Index)
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Digitizing sales and marketing malmö sweden 20150605
- 1. Digitalizing Sales and Marketing Seminar in Malmö Sweden. Organized by Pyramid & Petra Kimmo Kanerva Head of Digital Marketing, SSAB 5 June, 2015
- 2. 2 Foundation: Creating cross functional solid roadmap Drivers for marketing: User experience and processes Personalization Lead management Integrating channels: Print and online Getting sales engaged: Example social selling
- 3. Foundation: Creating cross functional solid roadmap
- 4. Digitalization of Customer Facing Activities? 4 eCommerce Digital marketing Sales analytics Customer data Salestools Product Data Big Data: Customer insight Knowledge management CRM Intranet Marketing automation Personalization www Processes Customer serviceSocialselling Gamification Order tracking Productivity
- 5. Roadmap for Digitalization 5 Roadmap Vision & Strategy Governance Competences ImplementAgile Sprint
- 6. Digitization Changes Processes 6 Process Tools New way of working
- 7. Obstacles for Digitalisation What … ? 7 ? Customer Experience Sales analytics Knowledge management Product data management
- 8. Obstacles for Digitalisation Governance … ? 8 Governance & Vision Execution & Capabilities Read MIT Sloan & Capgemini research: http://www.capgemini-consulting.com/digital-transformation
- 10. New Capabilities Marketing Marketing & IT: Data, analytics Customer experience and CRM Content marketing 10 50-70% of the buying decision is made before the sales representative makes contact. (Forrester)
- 11. New Capabilities Sales Social selling Analytics: Targeting & increased consultative capabilities Digital collaboration & digital sales tools 11 B2B buyers complain that only 29% of sales reps are well prepared to engaged with them. (IDC)
- 12. Drivers for marketing: User experience and processes 12 Case: Ruukki (past) + SSAB (future)
- 13. Communication, CRM and Lead Management Personalized and automated 13 Website: Default version Website: Download Asset Newsletter Subscribe to Newsletter Website: Visits Automotive 1 2 3 5 6 Website: Personalized for automotive 4 7
- 14. Web Leads - Automation 14 Download Send contact request Information database www.ruukki Leads Opportunities
- 15. B2B Web Leads 15 2010 2012 2013
- 16. Integrate print with digital content 16 Update info directly to web Personalized e.g.local contacts Static Product Datasheet Today Tomorrow Dynamic Product Datasheet
- 17. Getting sales engaged: Example social selling 17
- 18. Why Social Selling 18 Sales reps using social selling have a 3.6x greater change to meet a decision maker. (Sales Benchmark Index) Sales teams that use social selling techniques exceed their quota 31% more than non-users. (Aberdeen Group)
- 19. Normal sales interactions 19 Meeting Call Meeting Traditional sales process * Adapted from Dingle social selling
- 20. In Social Selling 20 Meeting Call Meeting Traditional sales process * Adapted from Dingle social selling Active communication and interactions
- 21. Digitalization Requires date/month/year21 Renew processes Strategy & governance New capabilities: User experience, CRM, data, social selling, content ..
- 22. Friday, June 05, 2015 First Last name22 Blog www.strategicmarketing.fi @StrategicDigi https://www.linkedin.com/in/kanerva http://www.slideshare.net/KimmoKanerva