This engaging talk will explore the paradox of new product failure in the AI era. We will delve into the transformative impact of AI on sales and marketing, highlighting the shift towards customer-centric design and AI-driven strategies. The discussion will encompass the role of AI in e.g., predictive analytics or audience segmentation and the role of human communities for product success. We will also examine how AI enhances customer-centric design in sales funnels, leading to hyper-personalized content and offerings. The talk concludes with a look at future trends, emphasizing the continued importance of human-centric design while pushing AI integration in the post-human era.

1. Why new products still fail. Unlocking the Power of Sales
and Marketing in post-human times.
People. Driving. Smarter. Business.
DSC Europe 2023
23.11.2023
Dr. Philipe “Indy” Reinisch

2. ALL AI WILL BE SUCCESSFUL. RIGHT?

3. ALL AI WILL BE SUCCESSFUL. RIGHT?

4. ALL AI WILL BE SUCCESSFUL. RIGHT?

5. Dr. Philipe
“Indy”
Reinisch
Former Chairperson Working Group IoT, Austrian Standards
Former Co-Founder, Vice-President IoT Austria
Founder SILKROAD 4.0

6. 2018: FIELD RESEARCH VIA MOTORCYCLE
Goal: Pole of
Inaccessibility

7. Prof. Dr. Wilfred Sihn
MD of Fraunhofer Austria. Director TU Wien
Institute of Management Science.
DDr. Elisabeth Stampfl-Blaha
MD Austrian Standards International. Former VP Technical
Management International Org. for Standardization
Prof. Kosjenka Dumančić
Vice dean, Faculty of Economics & Business;
Director, Institute for Euro-Asian Studies
Prof. Dr. med. Chieh-Han Tzou, MBA
Director, Department for Surgery
Hospital Divine Savior Vienna
Dr. Mario Holzner
Managing Director of the Vienna Institute
for International Economics Studies (wiiw)
Jose Cruset, MBA
Director at TEDxBarcelona
Dr. Ludovit Garzik, MBA
Managing Director Austrian Council for Research
and Technology Development
Jeremy Cowen
Editorial Director & Founder of Prestige
Media Ltd. (VanillaPlus) and IoT Now
SILKROAD 4.0 personal
connectivity partners
Who benefits from our Network?
CEOs & C-level Executives
that want to experience latest technologies.
Diplomats and government officials
that want to take a new & less-traveled path.
Senior Research Experts
that want to challenge their own thinking.
Which types of business functions are suitable?
CEOs to future-proof their organization.
Business Developers operating in new and emerging
markets.
Innovation Managers to think outside the box.
Tech Experts interested in latest technologies.
Government Officials & Researchers interested in
modern societal changes of Silk Road countries.
Prof. Dr. Donald Lewis
Research Associate and Former Adjunct
Professor, University of San Francisco
School of Management
Prof. Dr. Juraj Sipko, MBA
Director at Institute of Economic
Research; Slovak Academy of Sciences
David R. Prasser
Founder & CEO StartUs Insights. World Economic Forum
Advisory Board for Accelerating Sustainable Energy Innovation
Dr. Harvey Dzodin
Commentator and columnist at CGTN,CRI;
Former Director and VP ABC Television.
Select
names
of
our
network

8. …next to many others such as, for example:
• more than 50 international Research
Organisations
• more than 30 relevant stakeholder and lobbying
organisations (in Bruxelles, Beijing, Berlin, etc….)
• and numerous global governmental agencies
related to emerging technologies
SELECTION OF SILKROAD 4.0 CORPORATE CONTACTS
SILKROAD 4.0
connects.
Globally.

9. A SUPERIOR PRODUCT WINS.

10. A SUPERIOR PRODUCT WINS.

11. A SUPERIOR PRODUCT WINS.
https://www.theverge.com/2023/10/24/23930478/microsoft-ceo-satya-nadella-mobile-windows-phone

12. A SUPERIOR PRODUCT WINS?
“…customer-centric organizations are 60 percent
more pro
fi
table than those who lack signi
fi
cant
customer focus”

13. A SUPERIOR PRODUCT WINS?
“…A mere 5% jump in customer loyalty can
boost pro
fi
ts 25%–85%…”
“…customer-centric organizations are 60 percent
more pro
fi
table than those who lack signi
fi
cant
customer focus”

14. WHAT MAKES A PRODUCT
SUPERIOR?
“People don't buy the best
products. They buy the products
they can understand the fastest.”
Donald Miller

15. “People don't buy the best
products. They buy the products
they can ___________ the fastest.”
Philipe Reinisch
INTEGRATE INTO LIFE
WHAT MAKES A PRODUCT
SUPERIOR?

16. THE ROLE OF AI IN CREATING HYPER-
PERSONALIZED CONTENT AND OFFERINGS
• Micro-segmentatio
n
• AI-driven real-time
analytic
s
• Hyper-Personalized
marketing campaigns
Hyper-personalization
fosters
:
• strong customer
relationship
s
• enhancing loyalt
y
• minimizing churn rates

17. CASE STUDY: InsAIght
AN AI ALGORITHM PROVIDER
European SME, with
distributed developer
teams around the world
.
Provides complex B2B
solutions that need to be
integrated into client
systems.
• Post-COVID drop to 5
mio.€ revenue
s
• 50 employee
s
• Strong focus on R&
D
• Net burn rate: 100k€ per
month

18. AI SOLVES ALL YOUR PROBLEMS.
BUT WHAT IS YOUR PROBLEM?

19. AI SOLVES ALL YOUR PROBLEMS.
BUT WHAT IS YOUR PROBLEM?
https://venturebeat.com/ai/2023-data-ml-and-ai-landscape-chatgpt-generative-ai-and-more/

20. ENTREPRENEURSHIP 101
Who shall buy your
product? Who is your ideal
customer
?
How many people are
interested in your product?
How many people really
buy (or use) your product
?
EVERYONE?

21. MARKETING - “SHOUTING” YOUR
PRODUCTS TO THE CUSTOMERS?

22. MARKETING - “SHOUTING” YOUR
PRODUCTS TO THE CUSTOMERS?
Marketing is a set of
activities related to
creating, communicating,
delivering, and exchanging
offerings that have value
for customers.
In business, the function of
marketing is to identify,
satisfy, and retain.

23. PAINKILLERS VS. SUPPLEMENTS
IN PRODUCT DEVELOPMENT
Supplements
:
• Supplements are incremental
improvements that enhance the
overall system
.
• They are akin to taking vitamins
or dietary supplements to boost
your health
.
• Supplements aim to optimize
and strengthen existing features
or processes
.
• Examples: Enhancing user
experience, improving
performance, or re
fi
ning existing
work
fl
ows
.
Painkillers
:
• Painkillers address urgent and
critical issues in a product or
process
.
• They are like the medicine you
take when you have a headache
or a fever
.
• Painkillers focus on immediate
relief and solving pressing
problems
.
• Examples: Fixing a critical bug
for a customer, resolving a
showstopper issue, or
addressing a major customer
complaint.
DIY SALES & MARKETING
PARTNERSHIPS

24. RESEARCH &
DEVELOPMENT FUNNEL

25. Playground
Research
Project
Development
Project
POC
Product
Deployment
Ongoing
Maintenance &
Operations
Innovation projects are an investment into the future of
InsAIght
Recurring
revenue starts
One-time
payment for an
initial project
Cash Cow of
InsAIght
Revenues start coming in
CASE STUDY: InsAIght VALUE
DEVELOPMENT MODEL

26. Partnerships
(Research
Grants)
Innovation projects are an investment into the future of
InsAIght
Recurring
revenue starts
One-time
payment for an
initial project
Cash Cow of
InsAIght
Playground
Research
Project
Development
Project
POC
Product
Deployment
Ongoing
Maintenance &
Operations
Revenues start coming in
CASE STUDY: InsAIght VALUE
DEVELOPMENT MODEL

27. Innovation projects are an investment into the future of
InsAIght
Recurring
revenue starts
One-time
payment for an
initial project
Cash Cow of
InsAIght
-2k€ p.m. -4k€ p.m. -9k€ p.m. -10k€ p. proj. positive positive
Partnerships
(Research
Grants)
Playground
Research
Project
Development
Project
POC
Product
Deployment
Ongoing
Maintenance &
Operations
Revenues start coming in
CASE STUDY: InsAIght VALUE
DEVELOPMENT MODEL

28. CASE STUDY: InsAIght
SALES FUNNEL Product 1
Ice leads Cold leads Warm leads Hot leads POC Project
Production
Systems
Large-Scale
Roll-out
Targets Prospects Customers Recurring Customers
Targets don’t have any awareness of
InsAIght
Leads know InsAIght
Customers
have paid for an
initial project
Customers are willing to use InsAIght
consistently
Opportunity
95 10 6 - 2

29. CASE STUDY: InsAIght
SALES FUNNEL Product 1
Ice leads Cold leads Warm leads Hot leads POC Project
Production
Systems
Large-Scale
Roll-out
Targets Prospects Customers Recurring Customers
Targets don’t have any awareness of
InsAIght
Leads know InsAIght
Customers
have paid for an
initial project
Customers are willing to use InsAIght
consistently
Opportunity
95 10 6 - 2

30. Ice leads Cold leads Warm leads Hot leads POC Project
Production
Systems
Large-Scale
Roll-out
Targets Prospects Customers Recurring Customers
Targets don’t have any awareness of
InsAIght
Leads know InsAIght
Customers
have paid for an
initial project
Customers are willing to use InsAIght
consistently
Opportunity
CASE STUDY: InsAIght
B2B LEAD SYSTEM
Lead Generators
Main
contact
with
leads
Reach-out Motivate
Quality-control
Focus
95 10 6 - 2

31. Ice leads Cold leads Warm leads Hot leads POC Project
Production
Systems
Large-Scale
Roll-out
Targets Prospects Customers Recurring Customers
Targets don’t have any awareness of
InsAIght
Leads know InsAIght
Customers
have paid for an
initial project
Customers are willing to use InsAIght
consistently
Opportunity
POC
Project
Manager
Sales
Team
Main
contact
with
leads
Engage
Educate
Focus
95 10 6 - 2
CASE STUDY: InsAIght
B2B LEAD SYSTEM

32. Ice leads Cold leads Warm leads Hot leads POC Project
Production
Systems
Large-Scale
Roll-out
Targets Prospects Customers Recurring Customers
Partners & Ambassadors
Targets don’t have any awareness of
InsAIght
Leads know InsAIght
Customers
have paid for an
initial project
Customers are willing to use InsAIght
consistently
Opportunity
POC
Project
Manager
Sales
Team
Main
contact
with
leads
Engage
Educate
Focus
Cross-selling
Joint projects (Grants, Marketing)
Market insights &-access
95 10 6 - 2
CASE STUDY: InsAIght
B2B LEAD SYSTEM

33. Ice leads Cold leads Warm leads Hot leads POC Project
Production
Systems
Large-Scale
Roll-out
Targets Prospects Customers Recurring Customers
Targets don’t have any awareness of
InsAIght
Leads know InsAIght
Customers
have paid for an
initial project
Customers are willing to use InsAIght
consistently
Opportunity
Testimonials
Key Accounter
Main
contact
with
leads
Retarget
Focus
Product improvements
Marketing
95 10 6 - 2
CASE STUDY: InsAIght
B2B LEAD SYSTEM

34. CASE STUDY: InsAIght
ACTIVITIES WITH FINANCIAL IMPACT
Increase Revenues
• Product 1 (existing)
• AI (Consulting)
Services
• New Service A
• New Product B
• New Product C (mid
term)
Reduction of (Operating)
Expenses
• Grants
• Tax Optimizations
• [Drop unviable
Products 2+3]

35. CASE STUDY: InsAIght
ACTIVITIES WITH FINANCIAL IMPACT
Increase Revenues
• Product 1 (existing)
• AI (Consulting)
Services
• New Service A
• New Product B
• New Product C (mid
term)
Reduction of (Operating)
Expenses
• Grants
• Tax Optimizations
• [Drop unviable
Products 2+3]

36. CASE STUDY: InsAIght
SUMMARY OF EFFORTS
• Two weeks analysis phase: conducting a series
of interviews with relevant client team members
• Two half-day workshops with the management
team (4 weeks apart
)
• Plus, weekly support calls between and after
the workshops

37. Final result:
More than 50 warm or hot lead
s
Market expansion to Asi
a
Pro
fi
table after 4 months
CASE STUDY: InsAIght
SUMMARY OF EFFORTS
• Two weeks analysis phase: conducting a series
of interviews with relevant client team members
• Two half-day workshops with the management
team (4 weeks apart
)
• Plus, weekly support calls between and after
the workshops

38. Business
Development as a
Service
Let’s Talk Your
Projects!
Contact: Dr. Philipe “Indy” Reinisch
Mail: philipe.reinisch@silkroad40.com
Phone: +43 664 5345359
SILKROAD 4.0