1.
The MarTech engine to support
our digital transformation
Perform and transform

2.
Who are talking today?
@JVDDesign
linkedin.com/in/joostvandun
Joost van Dun
Director Experience &
Conversion platforms
44y, married and 2 kids
19 years with Philips
Several roles in content management,
IT, product owner
Henk-Jan ter Brugge
Global martech strategy and
business partner MEC & IT
33y, engaged and a daughter
7 years with Philips
Market, business and global roles
linkedin.com/in/terbrugge

3.
The founding fathers of Philips
Frederik Gerard Anton
Philips, a born innovator
For 130 years, we
have been improving
people’s lives with
ground-breaking
innovations

4.
Philips has reinvented itself many times
Our journey
continues…
Founded on innovation
and entrepreneurship
Expanding
beyond lighting
Global expansion
post-WWII
Diversified industrial
conglomerate
Strategic portfolio
choices sharpening focus

5.
Products come and go...
Technologies change...
But Philips is still about one thing:
Creating meaningful innovation
that improves people’s lives

6.
© Koninklijke Philips N.V.
How to enable Digital in a global company
70.000
employees
100+
countries

7.
© Koninklijke Philips N.V.
2014
B
C
D
2015 2020
2022

8.
© Koninklijke Philips N.V.
Philips- Best of both worlds
Different technology maturity and needs
D2B2C

9.
© Koninklijke Philips N.V.
D2C D2B DP

10.
© Koninklijke Philips N.V.
Tribe Lead Squad
Tribe
Clan lead
Product owner
Clan

11.
© Koninklijke Philips N.V.

12.
© Koninklijke Philips N.V.
insights
are not leading
product-focused
Scattered

13.
© Koninklijke Philips N.V.
Customer &
consumer purpose
first
Analytical
Servant leadership
Focus and
dedication
Digital, IT &
business sense
Autonomous teams
Innovation
Cross-functional
with harmonized
KPIs

14.
© Koninklijke Philips N.V.
Optimization Subscription OneIdentity
Product activation AR / VR / Mixed reality
Finance & Online payments
Mobile platforms
Product Tester Platform
Search / SEO / Conversational
Digital
Activation
Policy

15.
© Koninklijke Philips N.V.
Optimization Subscription OneIdentity
Product activation AR / VR / Mixed reality
Finance & Online payments
Mobile platforms
Product Tester Platform
Search / SEO / Conversational
Digital
Activation
Policy
Marketplace

16.
© Koninklijke Philips N.V.
→
Outcomes
Capabilities
Features and Functions
Technology
Measurement
Gap

17.
© Koninklijke Philips N.V.
DMEC Purpose

18.
© Koninklijke Philips N.V.
•
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• Scott Brinker

19.
© Koninklijke Philips N.V.
19
Lock &
Load

20.
© Koninklijke Philips N.V.

21.
© Koninklijke Philips N.V.
Its expensive!
we
ROI tied
to strategic planning

22.
© Koninklijke Philips N.V.
small brands to compete
with larger brands

23.
© Koninklijke Philips N.V.

24.
© Koninklijke Philips N.V.

25.
© Koninklijke Philips N.V.

26.
One goal: Democratize marketing technology, true
agile platform planning: Modular approach
Gartner: CMO study 2020
‘’Abandon the idea that Enterprise suites are the one
and only solution. The ecosystems of integrated smaller
tools are here to stay’’ - Frans Riemersma
‘’If Big Data was about a data lake, Big Ops is more
about an interactive data water park’’ – Scott Brinker
Best of Suite
Best of Breed
Increasing demand for helicopter view of how Martech fit in the
processes and how to best manage them.
Was a big
transition
Will be a
bigger
transition
‘Shift in preference to ‘suite’ because customer journeys
need to be orchestrated across marketing, sales, and
customer service’’ - Scott Brinker
More open platforms with ecosystems, not closed suites
behind barricades.

27.
© Koninklijke Philips N.V.
1 2 3 4 5
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•

28.
© Koninklijke Philips N.V.
Tool lifecycle tied to paced-layer
Paced-layer
System of innovation
System of differentiation
System of record
Tool life-cycle
New
ideas
Better
ideas
Common
ideas
DP+
IT
IT
DP+
IT
IT IT
EMT
EDM
CEC

29.
© Koninklijke Philips N.V.
Tool lifecycle tied to paced-layer
Paced-layer
System of innovation
System of differentiation
System of record
Tool life-cycle
New
ideas
Better
ideas
Common
ideas
DP+
IT
IT
DP+
IT
IT IT
EMT
EDM
CEC

30.
© Koninklijke Philips N.V.
Measurement important to drive for impact
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•
•
•
•
•
•
•
•
•
•
•
•
•
•
Outcomes
Capabilities
Features and Functions
Technology

31.
© Koninklijke Philips N.V.
MarTech
Process

32.
© Koninklijke Philips N.V.
different pace
use the same road

33.
© Koninklijke Philips N.V.
takeaways
Tools + People
+ Process
4
AND
2
Look at centralization
AND decentralization
1
Cost center →
Revenue driver
3

34.
© Koninklijke Philips N.V.
Q&A