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Digitalization of Sales and Marketing 
Kimmo Kanerva 
October 17th, 2014
Digitalization of Customer Facing Activities? 
Knowledge management 
Customer service 
Big Data: Customer insight 
Process...
Roadmap for Digitalization 
Competences 
3 
Roadmap 
Vision & Strategy 
Governance 
Implement
Digitization Changes Processes 
4 
Process 
Tools 
New way of working
Obstacles for Digitalisation 
Hard to Understand Abstract Concepts 
Big Data: Pre-sales 
analytics 
Lead scoring ? 
5 
Kno...
Obstacles for Digitalisation 
Governance not Working. No Clear Execution Plan 
Governance & Vision 
6 
Execution & 
Capabi...
Digital Data 
Sales Productivity 
7
New Capabilities 
Marketing 
50-70% of the buying decision is made before the sales 
representative makes contact. (Forres...
New Capabilities 
Sales 
Sales reps using social selling have a 3.6x greater change to meet 
a decision maker. (Sales Benc...
Big Data: Predictive Sales Analytics 
10
Big Data is Expected to Delivery Greater 
Sales Intelligence 
0% 10% 20% 30% 40% 50% 60% 70% 
11 
Track prospect engagemen...
Predictive Analytics – Understanding of 
Customers 
Propose right 
products & solutions 
to customers 
Predictive customer...
Big Data 
Predictive Sales Analytics 
X Save time 
– Minimize ineffective sales calls 
– Information to mobiles 
date/mont...
SSAB (Ruukki) Lead Management 
14
Web Leads - Automation 
www.ruukki Leads 
15 
Send contact request 
Download 
Information 
database 
Opportunities
Web Leads -> Relevancy of Content 
Personalisation 
16
B2B Web Leads 
17 
2010 2012 2013
Ruukki Marketing Automation – B2C 
18
19
Rautaruukki finalist in the following categories: 
• Best IT-Marketing Collaboration 
• Best Lead Nurturing Progam 
• Inte...
Marketing Automation - 
Lead Generation 
www.ruukkiroofs 
Retargetting 
0400123456 lead capture - 
competition 
personaliz...
Marketing Automation - Results 
X2 THE AMOUNT OF LEADS DOUBLED 
0 LOST CONTACTS 
22
Digitalization Requires 
Renew processes 
Strategy & governance 
New capabilities: 
Leads (automation), big data, social s...
Contact me: 
Blog www.strategicmarketing.fi 
@StrategicDigi 
https://www.linkedin.com/in/kanerva 
date/month/yea 
r 24
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Seminar presentation in Stockholm on 17 October 2014.

Successful Digitization Requires: Clear Vision and Road Map, Agile Governance, Renewing Processes, New Competences and Data Orientation.

SLIDE 2: Digitalization of customer facing activities means e.g. product data management, eCommerce, CRM, knowledge management, marketing automation

SLIDES 3: Digitization Roadmap

SLIDE 4: Digitalization changes processes

SLIDE 5: Too many difficult concepts like knowledge management

SLIDE 6: Good vision & agile governance is required in order to be successful

SLIDE 7: Digital + Data = Sales Productivity

SLIDE 8: New marketing competences like customer experience, analytics, content marketing

SLIDE 9: New sales competences like social selling, analytics, digital collaboration

SLIDE 10-13: Predictive analytics. Sales want to have more consultative discussions

SLIDE 14-17: Ruukki B2C lead managment process and results

SLIDES: 18-22. Ruukki marketing automation example. Eloqua global winner of the Markie Award "The Best IT - Marketing Collaboration"

SLIDE 23: Summary: Renew processes, strategy and governance, new capabilities

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Digitization of sales and marketing seminar in stockholm 17 october 2014

  1. 1. Digitalization of Sales and Marketing Kimmo Kanerva October 17th, 2014
  2. 2. Digitalization of Customer Facing Activities? Knowledge management Customer service Big Data: Customer insight Processes Sales analytics www Personalization Digital marketing Customer data eCommerce 2 Sales tools Product Data CRM Intranet Marketing automation Social selling Gamification Order tracking Productivity
  3. 3. Roadmap for Digitalization Competences 3 Roadmap Vision & Strategy Governance Implement
  4. 4. Digitization Changes Processes 4 Process Tools New way of working
  5. 5. Obstacles for Digitalisation Hard to Understand Abstract Concepts Big Data: Pre-sales analytics Lead scoring ? 5 Knowledge management Product data management
  6. 6. Obstacles for Digitalisation Governance not Working. No Clear Execution Plan Governance & Vision 6 Execution & Capabilities Read MIT Sloan & Capgemini research: http://www.capgemini-consulting.com/digital-transformation
  7. 7. Digital Data Sales Productivity 7
  8. 8. New Capabilities Marketing 50-70% of the buying decision is made before the sales representative makes contact. (Forrester) X Marketing IT & digital marketing X Customer experience - Analytics - Customer insight (big data) X Content marketing 8
  9. 9. New Capabilities Sales Sales reps using social selling have a 3.6x greater change to meet a decision maker. (Sales Benchmark Index) B2B buyers complain that only 29% of sales reps are well prepared to engaged with them. (IDC) X Social selling X Analytics X Digital collaboration & digital sales tools 9
  10. 10. Big Data: Predictive Sales Analytics 10
  11. 11. Big Data is Expected to Delivery Greater Sales Intelligence 0% 10% 20% 30% 40% 50% 60% 70% 11 Track prospect engagement Automate the flow of externally sourced intelligence Identify high-value prospects Improve sales rep's knowledge to have more consultative… Improve lead quality/ quantity to maximize selling time * Source: Eliminating the Noise: Best Practices for the Five W’s of Sales Intelligence”. Aberdeen Group, August 2013. Harvard Business Review Research. the New Age of B-to-B Selling
  12. 12. Predictive Analytics – Understanding of Customers Propose right products & solutions to customers Predictive customer profiling/ analytics + accurate forecasting Understand customer interest and similarities between customer types www.ruukki.com | Firstname Lastname | INTERNAL 12
  13. 13. Big Data Predictive Sales Analytics X Save time – Minimize ineffective sales calls – Information to mobiles date/month/yea r 13
  14. 14. SSAB (Ruukki) Lead Management 14
  15. 15. Web Leads - Automation www.ruukki Leads 15 Send contact request Download Information database Opportunities
  16. 16. Web Leads -> Relevancy of Content Personalisation 16
  17. 17. B2B Web Leads 17 2010 2012 2013
  18. 18. Ruukki Marketing Automation – B2C 18
  19. 19. 19
  20. 20. Rautaruukki finalist in the following categories: • Best IT-Marketing Collaboration • Best Lead Nurturing Progam • Integration Innovation Winner of ”Best IT-Marketing Collaboration” 20
  21. 21. Marketing Automation - Lead Generation www.ruukkiroofs Retargetting 0400123456 lead capture - competition personalized emails personalized SMS printed letter
  22. 22. Marketing Automation - Results X2 THE AMOUNT OF LEADS DOUBLED 0 LOST CONTACTS 22
  23. 23. Digitalization Requires Renew processes Strategy & governance New capabilities: Leads (automation), big data, social selling, content .. date/month/yea r 23
  24. 24. Contact me: Blog www.strategicmarketing.fi @StrategicDigi https://www.linkedin.com/in/kanerva date/month/yea r 24
  • ricardofarkas

    Nov. 14, 2014
  • gao_east

    Oct. 25, 2014

Seminar presentation in Stockholm on 17 October 2014. Successful Digitization Requires: Clear Vision and Road Map, Agile Governance, Renewing Processes, New Competences and Data Orientation. SLIDE 2: Digitalization of customer facing activities means e.g. product data management, eCommerce, CRM, knowledge management, marketing automation SLIDES 3: Digitization Roadmap SLIDE 4: Digitalization changes processes SLIDE 5: Too many difficult concepts like knowledge management SLIDE 6: Good vision & agile governance is required in order to be successful SLIDE 7: Digital + Data = Sales Productivity SLIDE 8: New marketing competences like customer experience, analytics, content marketing SLIDE 9: New sales competences like social selling, analytics, digital collaboration SLIDE 10-13: Predictive analytics. Sales want to have more consultative discussions SLIDE 14-17: Ruukki B2C lead managment process and results SLIDES: 18-22. Ruukki marketing automation example. Eloqua global winner of the Markie Award "The Best IT - Marketing Collaboration" SLIDE 23: Summary: Renew processes, strategy and governance, new capabilities

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