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Secret Sauce
2018
The recipe for Marketing success in
the international Software Industry
Text&Design©AndrewSanderson|as@a...
The Situation
Setting the scene:
IF your software
• stores data about people
OR
• analyses data about people
OR
• monitors or tracks peo...
Setting the scene:
AND users of this software
• analyse data about people in the EU
OR
• monitor or track people in the EU...
If And
Then:
this information is essential for
international marketing success
 
Text & Design © Andrew Sanderson | as@a...
The Problem
There is a New Guest at the Software table:
New Buying Influencer
• Data Protection Officer (DPO) is required
by law in EU...
Profile of a DPO
• Function = gatekeeper to buying decision
• Power = 'advisor' (but: approve OR veto)
• Criteria = legal ...
A new Role, tastes unknown …
• Training = possibly a lawyer?
• Thinking = careful, considered opinions
• Emotions = none: ...
Implications
As far as the DPO is concerned …
The financial stability of your Company
Your track record of satisfied Customers
The Awar...
For the DPO, there is only one Question that counts:
If your your software product / service /
solution crunches data abou...
By the way …
‛Prove compliance’ means:
• provide certification, documentation
• give evidence, examples of actual practice...
Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & O...
The Need
How to concoct your own Secret Sauce
Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016...
Secret Sauce will require Teamwork
Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 |...
Here’s how … for Product Managers
Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | ...
Here’s how … for MarComms & Field Marketers
Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 Ju...
Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & O...
Timing is all-important …
Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the...
2018 - and still no Sauce?
‚No compliance‘ probably means:
• termination of contract
• no more invitations to tender
No ‚p...
Summary
Compliance with EU Privacy Law = USP
USP  Differentiation  Competitive Advantage
The Secret Sauce for Success in the Sof...
By 2018, you need to be able to prove a claim like this:
Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July...
Appendix
Disclaimer
Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|Blog:Issues,Impacts&Optionsatwww.andrewsa...
Notes for Legal Counsel: the Role of the DPO
Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|Blog:Is...
Thank You
Issues, Impacts & Options
The effects of Privacy law on the Software Industry & its Customers
www.andrewsanderson.eu
Andre...
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Secret Sauce 2018 - software marketing success

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From 2018 a new Buyer Persona will impact Software purchases across the EU ... international software businesses cannot afford to ignore this person.

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Secret Sauce 2018 - software marketing success

  1. 1. Secret Sauce 2018 The recipe for Marketing success in the international Software Industry Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|DesignelementsinspiredbymyMumscookerybooks.
  2. 2. The Situation
  3. 3. Setting the scene: IF your software • stores data about people OR • analyses data about people OR • monitors or tracks people Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu
  4. 4. Setting the scene: AND users of this software • analyse data about people in the EU OR • monitor or track people in the EU Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu
  5. 5. If And Then: this information is essential for international marketing success   Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu
  6. 6. The Problem
  7. 7. There is a New Guest at the Software table: New Buying Influencer • Data Protection Officer (DPO) is required by law in EU firms from 2018 • may review any software that crunches data about EU citizens (incumbent & new) • DPOs may only support software purchases that comply with EU Privacy requirements Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu SEE APPENDIX
  8. 8. Profile of a DPO • Function = gatekeeper to buying decision • Power = 'advisor' (but: approve OR veto) • Criteria = legal requirements (only) There is a New Guest at the Software table: Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu
  9. 9. A new Role, tastes unknown … • Training = possibly a lawyer? • Thinking = careful, considered opinions • Emotions = none: totally objective (facts) • Behaves = like an auditor (checklists) There is a New Guest at the Software table: Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu
  10. 10. Implications
  11. 11. As far as the DPO is concerned … The financial stability of your Company Your track record of satisfied Customers The Awards that your product has won The enthusiastic User feedback The quality of Support and Service … all these are COMPLETELY IRRELEVANT. Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu
  12. 12. For the DPO, there is only one Question that counts: If your your software product / service / solution crunches data about EU citizens, can you prove that it fully complies with the General Data Protection Regulation (EU) 2016/679 of the European Union ? Download the full text here | 24 languages | http://eur-lex.europa.eu/legal-content/EN/TXT/?qid=1468666175036&uri=CELEX:32016R0679 Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu
  13. 13. By the way … ‛Prove compliance’ means: • provide certification, documentation • give evidence, examples of actual practice • live demonstration Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu
  14. 14. Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu Your EU Customers have a strong incentive to comply Sanctions can be applied from May 2018 • will be initiated by existing DPAs (national Data Privacy Authorities) • non-compliance with principles & practices up to € 10 Mio or 2% of global revenues • non-compliance re: data breaches up to € 20 million or 4% of global revenues
  15. 15. The Need
  16. 16. How to concoct your own Secret Sauce Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu Software vendors selling to the EU must … • identify the requirements of EU Privacy law • translate this into an Action Plan • also: communicate convincingly with DPOs
  17. 17. Secret Sauce will require Teamwork Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu To create & implement the Action Plan, the CMO needs contributions from • Product Management • MarComms & Field Marketing • Consulting & Sales
  18. 18. Here’s how … for Product Managers Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu Chances are, a lot of what you have is usable … • identify the Pain Points • gap analysis: available / missing functions • design additional functionality as appropriate • add to the Product Dev. & GTM Roadmaps
  19. 19. Here’s how … for MarComms & Field Marketers Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu Chances are, you must build from a low level … • add Privacy elements to all Comms Personas • find optimal positioning for Privacy issues • create messaging & content • A/B test and optimise
  20. 20. Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu Here’s how … for Consulting & Sales Chances are, you must start from scratch … • understand new Privacy law inside out • create DPO-focused materials • train Sales teams (inbound & outbound) • gain insights on responses & optimise Secret Sauce Handbook
  21. 21. Timing is all-important … Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu EU General Data Protection Regulation (GDPR) • came into force 25th May 2016 • a two-year transition allows EU organisations time to introduce compliant processes • ‘it shall apply from 25 May 2018’
  22. 22. 2018 - and still no Sauce? ‚No compliance‘ probably means: • termination of contract • no more invitations to tender No ‚proof of compliance‘ means • (much) slower sales cycle • lower RoMI, RoI, Ebitda Text & Design © Andrew Sanderson | as@ansaco.de | +49 (0)160 9346 3401 | v1 July 2016 | Read the blog: Issues, Impacts & Options at www.andrewsanderson.eu No Sale
  23. 23. Summary
  24. 24. Compliance with EU Privacy Law = USP USP  Differentiation  Competitive Advantage The Secret Sauce for Success in the Software industry, 2018 Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|Blog:Issues,Impacts&Optionsatwww.andrewsanderson.eu
  25. 25. By 2018, you need to be able to prove a claim like this: Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|Blog:Issues,Impacts&Optionsatwww.andrewsanderson.eu Crunch Software Actionable Customer insights for the demanding One-to-One Marketer
  26. 26. Appendix
  27. 27. Disclaimer Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|Blog:Issues,Impacts&Optionsatwww.andrewsanderson.eu This article is written by a Marketer, for Marketers • it discusses the Issues, Impacts and Options of Privacy in the EU for Marketing and Marketers • no part of this article constitutes legal advice • crafted with care – but use at your own risk
  28. 28. Notes for Legal Counsel: the Role of the DPO Text&Design©AndrewSanderson|as@ansaco.de|+49(0)16093463401|v1July2016|Blog:Issues,Impacts&Optionsatwww.andrewsanderson.eu • The "EU General Data Protection Regulation„ is available as a PDF in 24 languages from this website: http://eur-lex.europa.eu/legal- content/EN/TXT/?qid=1468666175036& uri=CELEX:32016R0679 A search for the term “Data Protection Officer” reveals relevant information within the text as follows: • Recitals: 77 & 97 • CHAPTER III Rights of the data subject Article 13 (1) b Article 14 (1) b • CHAPTER IV Controller and processor Article 30 (1) a & (2) a Article 33 (1) & (3) b Article 35 (1), (2) & (3) a, b, c Article 36 (3) d Article 37 (all) Article 38 (all) Article 39 (all) • CHAPTER V Transfers of personal data to third countries or international organisations Article 47 (1) a, b, c & (2) h • CHAPTER VI Independent supervisory authorities Article 57 (3)
  29. 29. Thank You
  30. 30. Issues, Impacts & Options The effects of Privacy law on the Software Industry & its Customers www.andrewsanderson.eu Andrew Sanderson | as@ansaco.de | +49 06223 9346 3401

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