Marketing presentation delivered at the Adobe Symposium in Sydney on Friday June 28 2019

1. Scaling the Mountain: Marketing
Operations in Large Enterprises
mitchell_mackey@hotmail.com
+61 040279023
Mitchell Mackey
Marketing Director
Ansell Limited
www.mitchellmackey.com.au

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 15,000 people
 55 countries
 $2 bn in revenue
A 125-year-old Australian company

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No more condoms

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Protecting
people
Industrial safety Healthcare safety

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Organic
growth?

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Asymmetrical competition is testing us

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The customer
Can we pivot around the customer?

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Where most companies are today Where successful companies
must be by 2025
Brand & product
and/or service
centric
Customer
obsessed
The journey to customer first

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The experience must differentiate
Brand Product Service
+ +
Our people

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Boundaries are blurring
Sales Service
Marketing
Community
Analytics
Apps
Sales

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Journeys not channels

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Marketing must dive deeper

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Circles
not funnels
Retention
trumps
acquisition

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Business 2 Everyone

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B2E in this environment?

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Siloed
Teams Siloed
Data Siloed
Tools

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Heroic efforts amidst Excel hell

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Sticky note
customer
service

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The conflict
between cost,
scale and profits
handicaps long-
term CX
commitments
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Balancing the tension

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“No matter how much money you spend on
advertising, you can’t convince customers that
you provide better experiences than you do,”
_ Customer Experience advocate
Bruce Temkin
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You can’t fake it

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Ansell committed to Marketo in 2011

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Lead
MQL
SQL
$

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Visit
brand
website
Read
blogs
Ask
peers
Check
prices
Google
competitors
Test
product
Download
white
paper
Call
Support
Open
email
Attend
webinar
Talk to
distributor
I want
to buy…
How do I
decide?
Visit
competitor
website
Go to
store
Ask
friend
Engagement is complex, not linear

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Personas & journeys had to be defined

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Continuous experiences are expected

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Of customers say the
experience is as important as
the product or service
Source: Salesforce’s State of the Customer,
Third Edition

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Balancing personalization with privacy

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 Difficult to segment
 Inconsistent identity
 Impossible to scale
 Forget personalization
 Few insights

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No surprise: change is hard

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What’s in it for me?

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CRM: a policing tool or a game changer?

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Marketing & sales
need therapy

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Peak stupidityPeak stupidity
Vale of
despair
Vale of
despair
EnlightenmentEnlightenment

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Is our corporate culture

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“It’s amazing how little discipline companies have
in their approach to customer experience while at
the same time acknowledging it as both critical
and broken,”
_ Customer Experience advocate Bruce Temkin
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Rhetoric without action

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Poor Customer Experience is the norm
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“Many airline execs talk the good talk on customer
experience but don’t seem to have ever intensively
used their own sites,” marketing guru Andy Lark

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VALUES METHODSVISION OBSTACLES MEASURES
DECISIONINGACCOUNTABILITY ALIGNMENT TRANSPARENCY
Becoming a customer company means:

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Get the basics together
 All primary data in one place
 Simplify & standardize
 One integrated sales, service & marketing platform
 One revenue performance dashboard
 One business process landscape
 Retire the technical, legacy IT debt

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Leading Theory of Constraints
management consultant
Keep it simple

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Simplify and
standardize

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Program management: “light & agile”

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For each software $, invest 3x on support

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Disband the
“digital
marketing”
team

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1980s
Client/ServerMainframe
1960s
Cloud
Today
Tech literacy is not optional

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Every company is a technology
platform company ….
… most just don’t know it yet
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Commit to
becoming a
platform
company

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Integrate,
federate &
connect

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Marketing needs an operating system
Marketing operations system

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of people expect companies to
produce content that:
 Entertains
 Tells stories
 Provide solutions
 Creates experiences
Source: Meaningful brands 2017, Havas Group

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Align around a revenue dashboard

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Always,
always
be testing

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Track adoption & utilisation

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Measure & act on sentiment

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Remove the friction. Anything that:
 Slows the journey
 Provokes hesitation
 Takes up time
 Hurts feelings

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Bridging marketing & sales

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 Defer the 360-degree
customer view challenge
and go for 180 with 270 as
your stretch goal
 Park “big data” & get your
“small data” act together
 Fix the plumbing

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Is a 360-customer view attainable?

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of marketers say their data is stuck
in silos, impacting personalization
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Source: Acquia’s Customer Experience Trends Report 2019, which
surveyed 5000 consumers and 500 marketers across five countries.

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Will pay more for a superior
customer experience
Yet only say
companies consistently
meet their expectations
Source: Walker Information

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Too hard?
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Marketing and IT must merge

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Orchestration is not easy

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Select the best partners. Share everything

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Relevance
Clarity
Anxiety
DistractionUrgency
Fight the F.U.D. (Fear, Uncertainty & Doubt)

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 Fix the plane while it is flying
 If a project takes a month, you'll
hit the target before it moves
 If it takes a year … ?
Get stuff done fast or not at all

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Voice & Augmented Reality

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Don’t let fear hold you back

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On June 3 2017 Alex Honnold completed the
most dangerous free-solo ascent ever.
The climber is the first person to reach the top
of California’s 3,000-foot El Capitan wall
without ropes.

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Alex got
into the
flow
zone

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“I knew exactly what to
do and how to do it. I
had no doubt, I climbed
right through it. It was
the climb that I wanted
and it felt like mastery.”
Alex Honnold

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A business case for the status quo?

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Thanks
For more:
www.mitchellmackey.com.au
 The change imperative
 Business technology
 Culture
 Basics