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Driving Growth Through Customer Centricity

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Sales and marketing leaders are asking themselves how to effectively compete and grow their business in a connected society where traditional business value drivers have become a commodity.

Insights2020 is a global initiative focused on uncovering the drivers of customer-centric growth and helping leaders:
- Define the role of insights & analytics in driving business strategy and growth
- Build and organize the function for success
- Emulate the leadership competencies and behaviors of over-performing organizations

Published in: Marketing
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Driving Growth Through Customer Centricity

  1. 1. #ConnectIn16 Driving Growth Through Customer Centricity
  2. 2. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Introductions Caspar Wright Managing Partner Vermeer Sabina Sobinina Insights Manager, APAC LinkedIn
  3. 3. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16
  4. 4. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Strategy - Segmentation
  5. 5. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Strategy - Purposeful Positioning
  6. 6. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Structure- Marketing Organization
  7. 7. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Capability – Masters of Marketing in a Digital Age
  8. 8. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Valuation – Brand & Marketing Mix Valuation
  9. 9. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Welcome to the connected society 212 Billion Sensor enabled devices 2008 2015 2020 7 Billion 25 Billion 50 Billion Connected devices ! Connected Society Data People Process Devices
  10. 10. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Traditional value drivers no longer provide competitive advantage 1900 - 1960 1960 - 1990 1990 - 2010 2010 - PRESENT Age of Manufacturing Age of Distribution Age of Information Technology Age of the Connected Customer
  11. 11. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Everybody talks about Customer Centricity
  12. 12. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 HOW to achieve Customer Centricity? WHAT are the drivers of Customer Centricity? Insights2020 Focus
  13. 13. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 The Insights2020 Coalition Founding Partners Advisory Board Keith Weed Unilever Sir Martin Sorrell WPP Diego Scotti Verizon Tony Fagan Google
  14. 14. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 60 Markets 337 Vision Interviews 10,495 Survey Respondents • LinkedIn Behavioral Analysis • Wharton Crowd Sourcing • 8 Global research teams • Cross-industry, Cross-function Largest and most global I&A study ever conducted
  15. 15. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Overperformers vs Underperformers
  16. 16. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Key dimensions of Customer-Centric growth CUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE INSIGHTS ENGINE CUSTOMER OBSESSION
  17. 17. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Key dimensions of Customer-Centric growth 1. Purpose-led 2. Data-driven customization 3. Touch point consistencyCUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE INSIGHTS ENGINE CUSTOMER OBSESSION
  18. 18. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Link everything to a clear brand purpose Driver 1. Purpose-led 80% 32%
  19. 19. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Creating experiences based on data driven insights Driver 2. Data-driven customization 32% 73% 31%
  20. 20. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 I&A to drive consistency across all touch points Driver 3. Touch point consistency 32% 64% 29%
  21. 21. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Key dimensions of Customer-Centric growth 4. Embraced by all 5. Leadership priority 6. Collaboration 7. Experimentation CUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE INSIGHTS ENGINE CUSTOMER OBSESSION
  22. 22. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Customer Centricity is fully embraced by all functions Driver 4. Embraced by all 79% 13%
  23. 23. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Customer Centricity is a top priority for leaders Driver 5. Leadership priority 91% 48% Incentives are based on customer related KPIs 45% 24%
  24. 24. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Work closely with customers Driver 6. Collaboration 72% 45%
  25. 25. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Embracing risk and experimentation Driver 7. Experimentation 40% 13%
  26. 26. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Key dimensions of Customer-Centric growth 8. Leading role of I&A 9. Unlocking the power of data 10. Critical capabilitiesCUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE INSIGHTS ENGINE CUSTOMER OBSESSION
  27. 27. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 I&A leading the business Driver 8. Leading role of I&A 51% 18% I&A reports into the CEO 29% 12%
  28. 28. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Linking different data sources to distil insights Driver 9. Unlocking the Power of Data 67% 34% THE ECONOMIC GRAPH
  29. 29. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Business Sense Driver 10. Critical capabilities 75% 50% ‘Wholebrain’ thinking 71% 42% Storytelling 61% 37%
  30. 30. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 NOW what?  Focus on products and services Focus on Total Experience
  31. 31. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 NOW what?  Focus on detail of data Focus on actionability of data
  32. 32. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 NOW what? Deliver to customers Co-create and innovate with customers 
  33. 33. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 45% 53% 61% +8% +2% +3% Supporting scorecard – Illustrative Numbers • Leading role of I&A • Unlocking the power of data • Critical Capabilities Insights Engine Revenue Growth Potential +2.8% 73% 49% 53% +2% +5% +3% +9% -6% -2% -9% -6% -2% SCORE GAP vs BENCHMARK AMBITION GAP vs BENCHMARK AMBITION +3% -7% SCORE GAP vs BENCHMARK AMBITION +5% 63% 75% 61% 34% +5% +3% +4% +6%-2% • Embraced by all • Leadership priority • Collaboration • Experimentation Customer Obsession Total Experience • Purpose-led • Data-driven customization • Touch point consistency SCORE
  34. 34. 76% Lorum ipsum dolor THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Mission: Connect the world’s professionals to make them more productive and successful #1 Value: Our Members Come First
  35. 35. 76% Lorum ipsum dolor THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 LinkedIn is Uniquely Positioned To Help Drive Customer-Centric Growth
  36. 36. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Growth requires personalized experience at scale ORGANIC / SPONSORED CONTENT The most effective platform for marketers to engage with professionals Content Marketing SALES NAVIGATOR Empower your sales teams with social intelligence and content to share Social Selling
  37. 37. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Growth requires alignment on brand purpose PUBLISHING PLATFORM Empower your leaders to communicate directly with key stakeholders, employees, and prospective talent Thought Leadership ELEVATE Leverage your employees’ collective influence to share content that is “on brand” Employee Activation
  38. 38. THE CONVERGENCE OF SALES & MARKETING #ConnectIn16 Overperformers leverage the multiplication effect to drive growth More likely to be over-performers LI Sales Navigator (Social Selling) LI Marketing Solutions (Brand Activation) 8X More likely to be over- performer 3x Leveraging LinkedIn for Marketing OR Sales Leveraging LinkedIn for Marketing AND Sales

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