Business Technology fluency is not optional                              Mitchell Mackey                              Mark...
My personal views        What follows is my        personal view, not        Ansell’s        Depending on your        pers...
Agenda                  Ansell                  The connection imperative                  Our challenge                  ...
A century old Australian company      11,000 people      $1.3bn in revenue      Global scopeMitchell Mackey
More than condomsMitchell Mackey
Big in Medical & Industrial safetyMitchell Mackey
Big in Mining, Oil & GasMitchell Mackey
Agenda                  Ansell                  The connection imperative                  Our challenge                  ...
We live in a connected worldConnected                                 ConnectedCustomers                                  ...
Connected selling                  Access                  everything                  on mobile       Your               ...
Connected service                  Connect on Twitter and Facebook                  Respond immediately                  S...
Connected marketing                  Listen and engage                  customers on social                  media        ...
: Connected collaboration   Collaborate with   customers,   partners, & employees   Create branded   communities   Share p...
Work is not exempt Align with social objectives Motivate with social rewards Improve employee performanceMitchell Mackey
But there is a connection divide              Your customers,    What about                employees,         your        ...
Burberry’s CEO gets it                  YouTube: http://youtu.be/DzBIYwZsut0Mitchell Mackey
“You have no choice”                  Angela AhrendtsMitchell Mackey
Agenda                  Ansell                  The connection imperative                  Our challenge                  ...
Siloed organisations don’t workMitchell Mackey                                     19
Islands are everybody’s dreamMitchell Mackey                                        20
The silos don’t                   function in a                   digital, omni-                  channel worldMitchell Ma...
Silos breed pointless point solutionsMitchell Mackey
Lost in Excel hellMitchell Mackey                      23
Neither efficient nor effectiveMitchell Mackey
Internal I.T. breeds complexityMitchell Mackey                                   25
Forget customer centricityMitchell Mackey                          26   26
Dear customer: “good luck”Mitchell Mackey                             27
Brand promises are not deliveredMitchell Mackey                                    28
Brand values are exposed         Making promises          Making promises                                            Keepi...
The sales funnel is a hair ballMitchell Mackey                                   30
Today’s funnel is not linearMitchell Mackey                                31
Companies, their marketers &agencies are behind the game         Only 3% of firms are customer centric         33% are cus...
Sleeping in separate beds           Marketing is a cost centre           I.T. & Business struggle to align           CRM p...
Real costs to the business           Lost revenue           Frustrated customers           Friction between           Mark...
What must B2B marketing deliver?Mitchell Mackey
Mitchell Mackey
Agenda                  Ansell                  The connection imperative                  Our challenge                  ...
Digital acceleration                                                                    2010s  1960s            1970s     ...
Internet-native Business Technology(B.T.) is rapidly changing the game  “8 out of 10 dollars spent in  IT is dead money … ...
The forecast is cloudy     Internet-based computing, whereby shared     resources, software, and information are provided ...
The 3 essential elements                             Process                  Biz Tech                                   P...
I.T. versus Business Technology       Ad hoc legacy systems              An integrated environment        Multiple data en...
Business         Information       Technology        Technology                    VsMitchell Mackey                      ...
The platform decision is criticalMitchell Mackey
Velocity & agility are imperatives                              VS.Duration: 3-12 months+             Duration: hours to d...
Business must lead: with B.T. youare no longer pouring I.T. concreteMitchell Mackey                                  46
It is impossible to stay on top ofeverything with 20th century toolsMitchell Mackey                                     47
Should I.T. infrastructure be one ofyour firm’s core competencies?Mitchell Mackey                                   48
How secure are corporate networks?       “There havent been any significant security breaches      with an on-demand servi...
We all have our sacred cowsMitchell Mackey                              50
Most sacred cows are cockroaches                       Ad hoc business                      processes                     ...
CMO-CIO alignment is critical     Technology is at the core of customer engagement     Marketing today requires co-operati...
YouTube: http://youtu.be/A98NFBm8b9UMitchell Mackey                                       53
From infrastructure to innovationChief Infrastructure   Chief Information        Chief InnovationOfficer                Of...
“Absolute garbage”: Comm Bank     Comm Bank’s Michael Harte dismisses security,     privacy and data sovereignty issues as...
“Delivering value in days”     “The happiness that you can get from your business     partners because youre delivering se...
Usability is decisive     “When I started     Salesforce.com I used to     think why isn’t all enterprise     software lik...
Consumer tech innovation haslead the way: consumerising I.T.Mitchell Mackey
Sophisticated capabilities, withoutintensive support & trainingMitchell Mackey                                 59
Brands require a technology backbone                     A technology infrastructure that                   supports an in...
Marketing spending must switchfrom media bets to infrastructureMitchell Mackey                                    61
“Marketing will outspend I.T.”     “Marketing is now a fundamental driver of technology     spending     “CMOs and CIOs al...
Now is the time to embrace B.T.     Business Technology literacy is not optional     You must embrace this stuff     You d...
You need all the jigsaw piecesMitchell Mackey
Integration, integration …              A brand with a fully              integrated cross-              channel capabilit...
Get your front-end platform right    Screens                  SocialMitchell Mackey
The power of one integratedplatform                  Your CustomerMitchell Mackey
The sum is greater than the parts     Single Sign On     A standard, modern User Interface     Synchronized sales, custome...
Fight the F.U.D. (fear, uncertainty& doubt)                                Clarity                    RelevanceUrgency    ...
Who are our customers and whatare their goals?       1) Our                          2) Their       customers   3) Are we ...
The customer mandate      Merge Marketing with I.T.      Kill off ASAP the 20th century legacy I.T. systems      Genuinely...
Zero Moments of Truth        Obsess about consistently winning the Zero Moments        of Truth with your customers and st...
Questions?       Visit my marketing blog at:       www.mitchellmackey.com.au       And support the Movember       campaign...
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Business technology literacy is not optional (mitchell mackey) 19 11-2012 [compatibility mode]

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Business technology literacy is not optional (mitchell mackey) 19 11-2012 [compatibility mode]

  1. 1. Business Technology fluency is not optional Mitchell Mackey Marketing Director Ansell Limited www.mitchellmackey.com.au @mitchellmackey mitchell_mackey@hotmail.commitchell_mackey@hotmail.com+61 0402790723
  2. 2. My personal views What follows is my personal view, not Ansell’s Depending on your perspective, several comments may be a little provocativeMitchell Mackey 2
  3. 3. Agenda Ansell The connection imperative Our challenge Changing the gameMitchell Mackey 3
  4. 4. A century old Australian company 11,000 people $1.3bn in revenue Global scopeMitchell Mackey
  5. 5. More than condomsMitchell Mackey
  6. 6. Big in Medical & Industrial safetyMitchell Mackey
  7. 7. Big in Mining, Oil & GasMitchell Mackey
  8. 8. Agenda Ansell The connection imperative Our challenge Changing the gameMitchell Mackey 8
  9. 9. We live in a connected worldConnected ConnectedCustomers Products Connected Connected Partners EmployeesMitchell Mackey
  10. 10. Connected selling Access everything on mobile Your devices Customer Collaborate on deals Create social customer profilesMitchell Mackey
  11. 11. Connected service Connect on Twitter and Facebook Respond immediately Synchronize service experiences across channelsMitchell Mackey
  12. 12. Connected marketing Listen and engage customers on social media Publish and advertise with social campaigns Measure and accelerate campaign ROIMitchell Mackey
  13. 13. : Connected collaboration Collaborate with customers, partners, & employees Create branded communities Share posts, files & feeds Less email & fewer meetingsMitchell Mackey
  14. 14. Work is not exempt Align with social objectives Motivate with social rewards Improve employee performanceMitchell Mackey
  15. 15. But there is a connection divide Your customers, What about employees, your and partners are company? connectedMitchell Mackey
  16. 16. Burberry’s CEO gets it YouTube: http://youtu.be/DzBIYwZsut0Mitchell Mackey
  17. 17. “You have no choice” Angela AhrendtsMitchell Mackey
  18. 18. Agenda Ansell The connection imperative Our challenge Changing the gameMitchell Mackey 18
  19. 19. Siloed organisations don’t workMitchell Mackey 19
  20. 20. Islands are everybody’s dreamMitchell Mackey 20
  21. 21. The silos don’t function in a digital, omni- channel worldMitchell Mackey
  22. 22. Silos breed pointless point solutionsMitchell Mackey
  23. 23. Lost in Excel hellMitchell Mackey 23
  24. 24. Neither efficient nor effectiveMitchell Mackey
  25. 25. Internal I.T. breeds complexityMitchell Mackey 25
  26. 26. Forget customer centricityMitchell Mackey 26 26
  27. 27. Dear customer: “good luck”Mitchell Mackey 27
  28. 28. Brand promises are not deliveredMitchell Mackey 28
  29. 29. Brand values are exposed Making promises Making promises Keeping promises TV Print Shows Direct Email Digital Call Retail Supply Sales Product & & mail centre chain radio eventsMitchell Mackey 29
  30. 30. The sales funnel is a hair ballMitchell Mackey 30
  31. 31. Today’s funnel is not linearMitchell Mackey 31
  32. 32. Companies, their marketers &agencies are behind the game Only 3% of firms are customer centric 33% are customer oblivious _ Temkin Group Insight ReportMitchell Mackey 32
  33. 33. Sleeping in separate beds Marketing is a cost centre I.T. & Business struggle to align CRM projects crash and burn 90% of websites are failing to deliver Corporates are too slow to adopt new technologies No one is happyMitchell Mackey
  34. 34. Real costs to the business Lost revenue Frustrated customers Friction between Marketing & Sales & I.T. Disengaged stakeholders Irrelevant technology spendingMitchell Mackey
  35. 35. What must B2B marketing deliver?Mitchell Mackey
  36. 36. Mitchell Mackey
  37. 37. Agenda Ansell The connection imperative Our challenge Changing the gameMitchell Mackey 37
  38. 38. Digital acceleration 2010s 1960s 1970s 1980s SocialMainframe Mini Client 2000s RevolutionComputing Computing Server Mobile Computing Computing 1990s Cloud Computing xMitchell Mackey 10x 100x 1,000x 10,000x 100,000x
  39. 39. Internet-native Business Technology(B.T.) is rapidly changing the game “8 out of 10 dollars spent in IT is dead money … … not contributing to change & growth,”Mitchell Mackey 39
  40. 40. The forecast is cloudy Internet-based computing, whereby shared resources, software, and information are provided on demand, like the electricity grid: Wikipedia Software as a Service Platform as a Service Infrastructure as a Service Public, Private & Hybrid Clouds Server virtualization Cloud 2 = Cloud + Social + MobileMitchell Mackey 40
  41. 41. The 3 essential elements Process Biz Tech PeopleMitchell Mackey
  42. 42. I.T. versus Business Technology Ad hoc legacy systems An integrated environment Multiple data entry Enter data once Cockroach legacy systems Accountable marketing No real-time reports & analysis Real-time intelligenceMitchell Mackey
  43. 43. Business Information Technology Technology VsMitchell Mackey 43
  44. 44. The platform decision is criticalMitchell Mackey
  45. 45. Velocity & agility are imperatives VS.Duration: 3-12 months+ Duration: hours to daysTeam size: 25 FTE+ Team size: 6 FTESkills: developers, project mgrs Skills: admins & super usersMitchell Mackey 45
  46. 46. Business must lead: with B.T. youare no longer pouring I.T. concreteMitchell Mackey 46
  47. 47. It is impossible to stay on top ofeverything with 20th century toolsMitchell Mackey 47
  48. 48. Should I.T. infrastructure be one ofyour firm’s core competencies?Mitchell Mackey 48
  49. 49. How secure are corporate networks? “There havent been any significant security breaches with an on-demand services vendor,” Nucleus ResearchMitchell Mackey 49
  50. 50. We all have our sacred cowsMitchell Mackey 50
  51. 51. Most sacred cows are cockroaches Ad hoc business processes Excel hell & “home- = made” I.T. point solutions Organizational AlzheimersMitchell Mackey 51
  52. 52. CMO-CIO alignment is critical Technology is at the core of customer engagement Marketing today requires co-operation with I.T. Integration is occurring only slowly _ The CMO CouncilMitchell Mackey 52
  53. 53. YouTube: http://youtu.be/A98NFBm8b9UMitchell Mackey 53
  54. 54. From infrastructure to innovationChief Infrastructure Chief Information Chief InnovationOfficer Officer Officer “Keeping the “Backlog, difficult to “Business hero” lights on” integrate, problem descriptions, costs, etc”Mitchell Mackey 54
  55. 55. “Absolute garbage”: Comm Bank Comm Bank’s Michael Harte dismisses security, privacy and data sovereignty issues as genuine barriers to cloud adoption “"Weve halved storage, app testing and development costs. “Weve got a wide range of technology functions as a service,“ Comm Bank CIO Michael Harte last weekMitchell Mackey 55
  56. 56. “Delivering value in days” “The happiness that you can get from your business partners because youre delivering services up on demand within minutes or within days rather than within days, months, weeks, that it normally took,“ Comm Bank’s Michael HarteMitchell Mackey 56
  57. 57. Usability is decisive “When I started Salesforce.com I used to think why isn’t all enterprise software like Amazon.com, now I think why isn’t it like Facebook?” _ Salesforce.com founder and CEO Mark BenioffMitchell Mackey 57
  58. 58. Consumer tech innovation haslead the way: consumerising I.T.Mitchell Mackey
  59. 59. Sophisticated capabilities, withoutintensive support & trainingMitchell Mackey 59
  60. 60. Brands require a technology backbone A technology infrastructure that supports an integrated approach to customer strategy, development, delivery, and measurement — across the customer experience _ Forrester ResearchMitchell Mackey 60
  61. 61. Marketing spending must switchfrom media bets to infrastructureMitchell Mackey 61
  62. 62. “Marketing will outspend I.T.” “Marketing is now a fundamental driver of technology spending “CMOs and CIOs alike must recognize that technology and marketing are now inextricably tied “Future success depends on the creation of a totally new kind of cross-functional organization,” _ Gartner analyst Laura McLellanMitchell Mackey 62
  63. 63. Now is the time to embrace B.T. Business Technology literacy is not optional You must embrace this stuff You don’t have to configure code or set up a HTML form, but you do need to need to understand what works and what doesn’tMitchell Mackey 63
  64. 64. You need all the jigsaw piecesMitchell Mackey
  65. 65. Integration, integration … A brand with a fully integrated cross- channel capability is an achievement today; soon it will be the norm _ Forrester ResearchMitchell Mackey 65
  66. 66. Get your front-end platform right Screens SocialMitchell Mackey
  67. 67. The power of one integratedplatform Your CustomerMitchell Mackey
  68. 68. The sum is greater than the parts Single Sign On A standard, modern User Interface Synchronized sales, customer, product, website and social data in one place Data is entered once Few, if any, standalone point solutions Business driven, insight-focused, predictive analytics Integration with the back-end transactional ERP Enabling external and internal collaborationMitchell Mackey 68
  69. 69. Fight the F.U.D. (fear, uncertainty& doubt) Clarity RelevanceUrgency Distraction AnxietyMitchell Mackey 69
  70. 70. Who are our customers and whatare their goals? 1) Our 2) Their customers 3) Are we helping goals them accomplish those goals?Mitchell Mackey 70
  71. 71. The customer mandate Merge Marketing with I.T. Kill off ASAP the 20th century legacy I.T. systems Genuinely own, with Sales, the revenue target Implement a social enterprise collaboration layer Master the structured & unstructured data flows And cultivate a dynamic, game-changing cultureMitchell Mackey 71
  72. 72. Zero Moments of Truth Obsess about consistently winning the Zero Moments of Truth with your customers and stakeholders Every “moment “ counts for or against your companyMitchell Mackey 72
  73. 73. Questions? Visit my marketing blog at: www.mitchellmackey.com.au And support the Movember campaignMitchell Mackey 73

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