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The future of your strategy lies in the past
Sometimes to look forward, you need to look back
Elliot Reuben
Principal Business Consultant, Marketing Cloud EMEA
ereuben@salesforce.com
@TheEndOfTheDay
Hello, I’m Elliot
2013 • 2014 • 2015 2008 • 2009 • 2010
2011 • 2012 • 2013
2014 • 2015
2011 • 2012
2013 • 2014
2015
Most innovative
companies in
the world
20K
FY16 Employees
Salesforce: 4th Largest Enterprise Software Company in
the World This Year
4th largest software company based on
analyst consensus revenue for FY2017.
Salesforce fiscal 2017 guidance provided
November 18, 2015: "revenue for the
company's full fiscal year 2017 is projected
to be approximately $8.0B to $8.1B.”
$ 6.67B
FY16 annual revenue
IoT
Data
Science
Social
Mobile
Cloud
LAN/WAN
Client
Server
SNA
Mainframe
Terminal
The Age of the Customer
Everything and everyone
is connected
MillionsThousands Billions
of connected things of customer interactions
Trillions
Connect With Your Customers in a Whole New Way
Connected
Employees
Connected
Communities
Connected
Apps & Products
Connected
Partners
Connected
Customer
faster
resolution
time
+
66%
Build 1-to-1 Customer Journeys
Connected products
by 2020
75B
24°
Predictive
analytics
Machine
learning
Artificial
intelligence
Make Everyone and Every Thing Smarter
Get smarter about your customers
of world’s data created
in last 12 months
90%
A Complete Platform
for Customer Success
Customer Success
Services
Customer Success
Platform
Complete CRM
Developer Success
Platform
5.5 million apps
Force.com
Heroku Enterprise
AppExchange
Shield
Trailhead
Wave
Thunder
Lightning
Apps
Analytics
Community
Marketing
Service
IoT
Sales
Success
Community
2 million members
MVPs / Events / Community
Salesforce
Success Services
Success
Ecosystem
SI’s / ISV’s
AppExchange
Customer Success Managers
Ignite / Program Architects
Multitenant Cloud
New Philanthropic Model
1-1-1 Model
1.3M+
Service
hours1% Time
$115M+ Grants1% Equity
28K+
Nonprofit
organizations
1% Product
pledge1percent.org
$250M
Donated
product
500+
Companies
Pledge 1%
Your company
of customer data
has been analysed
1< %
77 %
of customers are not
engaged with companies
The Customer Gap
Your customers
IoT
Data
Science
Social
Mobile
Cloud
Does it all need analysing?
The future of your strategy lies in the past.
The future of your strategy lies in the past.
Strategy without tactics is the
slowest route to victory…
“
…tactics without strategy
is the noise before defeat.
”Sun Tzu 孫子
The future of your strategy lies in the past
There is a secret to successful technologies and platforms
If it enables existing human needs, desires and behaviour, it’s more likely to work.
(Human behaviour & desires do not change much at all.)
A letter home,
1889
The Facebook
status update,
1892
Twitter, 1920s
London
Flickr if it’s your
house, Snapchat if
you’re visiting
The desires haven’t changed…
…but the technology has
The evolution of CRM
systems 1890-1950
The tools may be different but it
feels just the same
(but your customers are the complete opposite)
YOU CAN’T
MANAGE
“
WHAT YOU DON’T
”
W.EDWARDSDEMING
MEASURE.
“YOU CAN’T MANAGE WHAT YOU DON’T
MEASURE” IS A MAXIM THAT IS TAUGHT
AND BELIEVED BY MANY IN BOTH THE
BUSINESS AND EDUCATION SECTORS.
BUT IN FACT THE PHRASE IS RIDICULOUS ~
SOMETHING SAID BY PEOPLE WHO ARE
UNAWARE OF HOW MUCH IS HIDDEN.
A LARGE PORTION OF WHAT WE MANAGE
CAN’T BE MEASURED, AND NOT REALISING
THIS HAS UNINTENDED CONSEQUENCES.
“
”
EDCATMULL
Which
brings us
back to Bill.
If he was
good at his
job, he knew
a lot about a
lot of people.
But he
chose what
he used
carefully.
So what’s the answer?
Think: what am I trying to do here?
Remember what strategy actually is
Infrastructure everywhere – you don’t
know what will be relevant in the future
Understand people – data and
humanity are like yin and yang
Know your history and humanity alike
Or, more simply….
Be. More. Human.
thank y u
@TheEndOfTheDay

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The future of your strategy lies in the past.

  • 1. The future of your strategy lies in the past Sometimes to look forward, you need to look back Elliot Reuben Principal Business Consultant, Marketing Cloud EMEA ereuben@salesforce.com @TheEndOfTheDay
  • 3. 2013 • 2014 • 2015 2008 • 2009 • 2010 2011 • 2012 • 2013 2014 • 2015 2011 • 2012 2013 • 2014 2015 Most innovative companies in the world 20K FY16 Employees Salesforce: 4th Largest Enterprise Software Company in the World This Year 4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.” $ 6.67B FY16 annual revenue
  • 4. IoT Data Science Social Mobile Cloud LAN/WAN Client Server SNA Mainframe Terminal The Age of the Customer Everything and everyone is connected MillionsThousands Billions of connected things of customer interactions Trillions
  • 5. Connect With Your Customers in a Whole New Way Connected Employees Connected Communities Connected Apps & Products Connected Partners Connected Customer faster resolution time + 66%
  • 6. Build 1-to-1 Customer Journeys Connected products by 2020 75B 24°
  • 7. Predictive analytics Machine learning Artificial intelligence Make Everyone and Every Thing Smarter Get smarter about your customers of world’s data created in last 12 months 90%
  • 8. A Complete Platform for Customer Success Customer Success Services Customer Success Platform Complete CRM Developer Success Platform 5.5 million apps Force.com Heroku Enterprise AppExchange Shield Trailhead Wave Thunder Lightning Apps Analytics Community Marketing Service IoT Sales Success Community 2 million members MVPs / Events / Community Salesforce Success Services Success Ecosystem SI’s / ISV’s AppExchange Customer Success Managers Ignite / Program Architects Multitenant Cloud
  • 9. New Philanthropic Model 1-1-1 Model 1.3M+ Service hours1% Time $115M+ Grants1% Equity 28K+ Nonprofit organizations 1% Product pledge1percent.org $250M Donated product 500+ Companies Pledge 1%
  • 10. Your company of customer data has been analysed 1< % 77 % of customers are not engaged with companies The Customer Gap Your customers IoT Data Science Social Mobile Cloud
  • 11. Does it all need analysing?
  • 14. Strategy without tactics is the slowest route to victory… “ …tactics without strategy is the noise before defeat. ”Sun Tzu 孫子
  • 15. The future of your strategy lies in the past
  • 16. There is a secret to successful technologies and platforms If it enables existing human needs, desires and behaviour, it’s more likely to work. (Human behaviour & desires do not change much at all.)
  • 20. Flickr if it’s your house, Snapchat if you’re visiting
  • 21. The desires haven’t changed… …but the technology has
  • 22. The evolution of CRM systems 1890-1950
  • 23. The tools may be different but it feels just the same
  • 24. (but your customers are the complete opposite)
  • 25. YOU CAN’T MANAGE “ WHAT YOU DON’T ” W.EDWARDSDEMING MEASURE.
  • 26. “YOU CAN’T MANAGE WHAT YOU DON’T MEASURE” IS A MAXIM THAT IS TAUGHT AND BELIEVED BY MANY IN BOTH THE BUSINESS AND EDUCATION SECTORS. BUT IN FACT THE PHRASE IS RIDICULOUS ~ SOMETHING SAID BY PEOPLE WHO ARE UNAWARE OF HOW MUCH IS HIDDEN. A LARGE PORTION OF WHAT WE MANAGE CAN’T BE MEASURED, AND NOT REALISING THIS HAS UNINTENDED CONSEQUENCES. “ ” EDCATMULL
  • 27. Which brings us back to Bill. If he was good at his job, he knew a lot about a lot of people. But he chose what he used carefully.
  • 28. So what’s the answer? Think: what am I trying to do here? Remember what strategy actually is Infrastructure everywhere – you don’t know what will be relevant in the future Understand people – data and humanity are like yin and yang Know your history and humanity alike
  • 29. Or, more simply…. Be. More. Human.

Editor's Notes

  1. First let’s talk about why looking forward is great. And we look forward. Innovation is at the heart of everything we do. Our success is just a reflection of our customers success Talk Track: This model and your success helped us grow from a startup to the 6th largest software company in the world. We have 17,000 employees dedicated to the success of our customers. Just this year, we’ve been welcomed into the Fortune 500 and are humbled to be named Fortune’s most admired software company three years in a row, Fortune Best Place to Work seven years in a row, and one of Forbes’ most innovative companies in the world five years in a row! All of this is only made possible by you, our customers, and your innovation and success.
  2. We are living in a time of rapid and accelerating change. The rules of business and customer engagement have changed All of these connections create opportunity This is a customer revolution Talk Track: What I also love about my job is that the technology we use is constantly changing. Today, we are in a world where everything is becoming more and more connected. There have been major advancements in technology moving from mainframes and terminals across thousands of computers, to client servers and millions of PCs on networks, and today it’s more than just PCs, we are in an era of billions of connected things- smartphones, tablets, products, sensors and watches, everything and everyone is connected. This shift has been fueled by 5 core technology revolutions. ACTION: Provide relevant personal example -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Additional Context & Acronyms as defined by Wikipedia: Systems Network Architecture (SNA) is IBM's proprietary networking architecture, created in 1974 A local area network (LAN) is a computer network that interconnects computers in a limited area such as a home, school, computer laboratory, or office building using network media. A wide area network (WAN) is a network that covers a broad area (i.e., any telecommunications network that links across metropolitan, regional, or national boundaries) using private or public network transports. LTE, an initialism of long-term evolution, marketed as 4G LTE, is a standard for wireless communication of high-speed data for mobile phones and data terminals _________ Now let’s pivot to the incredible times we are living in, and the major technology advancements that are taking place. We have rapidly moved from thousands of computers in the mainframe age, millions of computers in the client server age, to now billions of connected things. Accelerated by technology advancements like the Cloud, Mobile, Social and Data Science the internet of things has yielded an incredible age, where trillions of customer interactions are taking place. Welcome folks to the “Age of the Customer” We at Salesforce are extremely excited by the opportunities that lay ahead in this age, the age of the customer is enabling companies all over the world to leap forward and take their business to new heights. Let me walk you through 4 ways how you can embrace the age of the customer …
  3. We are right at the heart of this progress and are driving our customers’ success at every step. we now have incredible new ways to connect with customers, every part of your company can have customers in the center. Connected employees, partners, communities and of course, your apps and your products. _____ It starts by pivoting to the customer, truly making them the most important part of your business and then connecting all the stakeholders and pieces in your business, to allow you to connect with your customers in a whole new way. Take Barclays, who are centering their business around their customers. They are bringing together their employees, their partners, communities and even their apps & products in exciting new ways to get even closer to their customers than ever before.
  4. As we accelerate further into the age of the customer, it won’t be just the phone that is connected, it’s everything. 75B connected products by 2020. The growth is simply astounding. GM is connecting its cars, Caterpillar is connecting bulldozers, GE is connecting power stations, everything is connected. With all of these trillions of connections, the key is that these customer experiences need to be strung into personalized 1:1 journeys. A 1:1 journey means connecting the website visit, to the in-store experience,and then onto actual product usage. Every customer may be in a different stage of their journey, but as a company, you need to know where you want to take them next. How will you serve them, help them and ultimately delight them. GM is a company doing something really special with their OnStar service. GM has connected their cars to the network and have partnered with Dunkin Donuts and major retail chains to deliver 1 to 1 journeys, literally, to every customer. By tracking things like location, weather and time of day they can suggest relevant, personalized offers to their drivers. I know a journey like that would keep me excited about jumping in my car.
  5. Key Takeaways: Customers are creating more data than ever before Talk Track: This completely new style of engaging and working together has lead to a Data Science Revolution. With changes in predictive analytics, machine learning and artificially intelligence, 90% of the worlds data has been created in the last 12 months. This data gives companies more insight than they have ever had before. Customer Story: HMH HMH is an educational and trade publisher in the United States. Publishing textbooks, instructional technology materials, assessments, reference works and fiction and non fiction books for both young readers and adults. They data to stay ahead of the ever changing world of education, publishing and reading. By digitizing many of their books, they are able to have a better understanding of the material their readers are enjoying, and properly suggest the right publications to the educational institutions they sell to. They are taking a dated industry and using technology and predictive intelligence to understand their customer, and their customers, customers. Source: 90% of the worlds data was created in the last 12 months- Constellation Research ______ And last but possibly the most interesting, is the ability to make everyone and everything smarter. All of the connected mobile devices, products, customers and employees I have been talking about are generating more data then has ever been witness. In fact 90% of the world’s data has been created in the past 12 months. The opportunity to be able to understand our business, and customers through this data is unprecedented. Look at Uber, sure they’ve turned the taxi industry on its head. But at the center of their disruption is data science. Uber aggressively invests in intelligent modeling to anticipate demand before it happens, their pricing is driven by predictive analytics and they continue to open up new business models like Uber Pool and Uber Eats as a result of Data Science. With predictive analytics, Uber knows where to send drivers before the riders even create demand. http://www.datasciencecentral.com/profiles/blogs/the-amazing-ways-uber-is-using-big-data
  6. Key Takeaways: Success requires more than technology alone We have built an ecosystem of employees, customers and partners This is an opportunity for customers (large and small) Talk Track: At Salesforce, we are focused on helping you create 1 to 1 relationships with your customers. This all starts with our Developer Success Platform, giving you the flexibility to customize and create trusted apps to fit your business, quickly. With over 5.5 million apps built on the platform, we take care of infrastructure so you can focus on innovation. This platform is also what powers our complete CRM, the Customer Success Platform provides the tools you need to connect to your customers across your entire business. However, we understand that great technology alone is not enough to guarantee success, we have people and a robust ecosystem of partners to support you as part of our Customer Success Services. Whether it’s your Salesforce Customer Success Manager or one of the 2 million members in our success community, we have a team of people dedicated to success.
  7. But just talking tech doesn’t tell the whole story. Why I love this company. I was planting trees on a council estate this week. And do you know about North Carolina?
  8. Bit now you know who we are, why on earth would I be talking about “looking backwards?” Not about the size of your data set, it’s what you do with it Data without insight has no value Talk Track: However, there is a problem we call The Customer Gap. Customers are creating a massive amount of data with their countless interactions and connected devices, but on average companies are only analyzing less than 1% of this data, wasting away all this potential customer insight. Today 77% of customers say they are not engaged with the companies they do business with. Companies need to harness customer data and create 1 to 1 experiences for their customers to close this gap. Source: 77% of customers are not engaged with companies- Harvard Business Review- https://hbr.org/2012/05/three-myths-about-customer-eng Less than 1% of todays data is being analyzed- IDC- http://cloudtimes.org/2012/12/27/world-information-analyzed-idc-report/
  9. That’s a huge opportunity. But what are we trying to learn about our customers? Well, just like Salesforce is more than just a technology company, so I want to propose that your organisations are more than just a load of data and numbers. And if you really want to be successful, you need to use your data well.
  10. Let’s talk about strategy for a moment. Strategy is making plans to overcome long term challenges. But good strategists know they can’t solve every problem in one go. You need to find the pivot points, the keystones that have the greatest effect for the most manageable efforts. So when we talk about measuring everything or analysing everything, is that either possible or even necessary? As Mr. Tzu says – we need to examine the why before we get into the how.
  11. So what do I mean? Well it sounds all a bit LA lifecoach-y. Or maybe more like this guy. But it’s true. And I’m going to tell you why.
  12. These are all examples of what we think of as contemporary communications methods, enabled by contemporary technology. But these are all just human behaviours and desires *interpreted* and embellished by the same. Photos by Solomon Butcher.
  13. As if to give you an example. Each of these steps was provoked by SCALE – more humans meant better systems to deal with it. From writing notes and keeping written records to sharing those records between branches and people.
  14. Customer service – you think of it as only inbound originally, but now it’s outbound too. In fact, customer service shares a sentiment with what used to be termed just “market research”. Monitoring Twitter for comments about your brand is like going out with a clipboard and asking them questions in the old days. Proactivity.
  15. We work in the industry so we often think “Oh I know that email isn’t from the same people that make the website” or “that person on the social feed isn’t in the same dept as the call centre people” But your customers aren’t us.
  16. Conventional wisdom.
  17. But conventional wisdom isn’t always wisdom. At least, not in every situation. (Although you can choose for yourself whether you prefer to listen to the president of Pixar or a world-renowned engineer and statistician)
  18. In a way, both those guys are right. But those points of view aren’t mutually exclusive. Bill probably knew lots of stuff about his customers that he didn’t ever mention to anyone. Because he didn’t need to. But I bet he stored up information in case it became useful later.
  19. And why Jeff Goldblum? Jurassic Park, of course: “your scientists were so preoccupied with whether or not they could that they didn't stop to think if they should”. OK, so he meant something completely different, but I think the message applies – do it, but do it with a clear view of the “why”. That’s what really breeds success.