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B2B Xperience 2018 - Holm & Marcher

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Indlæg på Creunas konference B2B Xperience 2018 den 29/11-18.

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B2B XPERIENCE 2018
- strategisk inspiration, digital transformation
Creuna og Dansk Erhverv - Torsdag den 29. november 2018.
OPLÆG
Kundeoplevelser, organisering, kultur og kompetencer
I de fleste virksomheder foregår der i disse år en kamp om, hvem der skal eje
kundeoplevelsen. I nogle virksomheder sætter marketing sig for enden af bordet, i andre er
det salg eller kundeservice, der definerer den samlede oplevelse. Men måske er det i
virkeligheden topledelsens ansvar at sætte retningen og sørge for, at hele organisationen –
på tværs af afdelinger – arbejder sammen.
For kundeoplevelser handler i høj grad om at skabe en kultur, der fordrer tværgående
samarbejde i kundens interesse. En kultur, der gør virksomheden i stand til at eksekvere
hurtigere og smartere end tidligere. Et vigtigt aspekt af denne forandring handler desuden
om at være i stand til at identificere og tiltrække de nye kompetencer, der forstår at agere i
den digitale virkelighed.
1. Digital transformation
STRATEGISK INSPIRATION
2. Customer experience
4. Virksomhedens kompetencer
5. Kultur
6. Årets CMO 2018 / 2019
3. Organisering
ORGANISERING
- DEN FREMTIDIGE MARKETINGORGANISATION
WHAT IT LOOKS
LIKE
WHAT IT
CAN DO
HOW WORK
GETS DONE
Orchestrating the
marketing ecosystem
• Marketing ecosystem
• Brand tribes
• New ventures
Applying agile ways
of working at a scale
• Agile operating model
• Innovation and product
development
• Stabile backbone
Build your marketing
capabilities
• Advanced analytics /
big data
• UX (user experience)
• Content publishing
McKinsey 2017
COMPANY
ORGANISERING
- KONVERGENS
Marketing
Customer
service
Sales
Insights
Procurement
Data
providers
Mobile
agency
Ad
networks
Portals
and
platforms
CMS
provider
Digital
agency
Creative
agency
Media
agency
Analytics &
targeting
Search
agency
Major agencies
Partner
Platform/channelKilde: McKinsey & Company
1. Balancere generalist- og specialistkompetencer
KOMPETENCER - DIVERSITET
2. Organisatorisk niveau på specialistkompetencer
4. Interne kompetencer eller eksterne
samarbejdspartnere
5. Ledelseskompetencer
3. Organisatorisk holdbarhed

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B2B Xperience 2018 - Holm & Marcher

  • 1. B2B XPERIENCE 2018 - strategisk inspiration, digital transformation Creuna og Dansk Erhverv - Torsdag den 29. november 2018.
  • 2. OPLÆG Kundeoplevelser, organisering, kultur og kompetencer I de fleste virksomheder foregår der i disse år en kamp om, hvem der skal eje kundeoplevelsen. I nogle virksomheder sætter marketing sig for enden af bordet, i andre er det salg eller kundeservice, der definerer den samlede oplevelse. Men måske er det i virkeligheden topledelsens ansvar at sætte retningen og sørge for, at hele organisationen – på tværs af afdelinger – arbejder sammen. For kundeoplevelser handler i høj grad om at skabe en kultur, der fordrer tværgående samarbejde i kundens interesse. En kultur, der gør virksomheden i stand til at eksekvere hurtigere og smartere end tidligere. Et vigtigt aspekt af denne forandring handler desuden om at være i stand til at identificere og tiltrække de nye kompetencer, der forstår at agere i den digitale virkelighed.
  • 3. 1. Digital transformation STRATEGISK INSPIRATION 2. Customer experience 4. Virksomhedens kompetencer 5. Kultur 6. Årets CMO 2018 / 2019 3. Organisering
  • 4. ORGANISERING - DEN FREMTIDIGE MARKETINGORGANISATION WHAT IT LOOKS LIKE WHAT IT CAN DO HOW WORK GETS DONE Orchestrating the marketing ecosystem • Marketing ecosystem • Brand tribes • New ventures Applying agile ways of working at a scale • Agile operating model • Innovation and product development • Stabile backbone Build your marketing capabilities • Advanced analytics / big data • UX (user experience) • Content publishing McKinsey 2017
  • 6. 1. Balancere generalist- og specialistkompetencer KOMPETENCER - DIVERSITET 2. Organisatorisk niveau på specialistkompetencer 4. Interne kompetencer eller eksterne samarbejdspartnere 5. Ledelseskompetencer 3. Organisatorisk holdbarhed
  • 7. HVILKE KOMPETENCER EFTERSPØRGES? TOP 10 FÆRDIGHEDER 2015 2020 1 2 3 4 5 6 8 7 9 10 Kompleks problemløsning Koordinering med andre People Management Kritisk tænkning Forhandlingsevne Kvalitetskontrol Service-orientering Dømmekraft + beslutningstagning Aktiv lytning Kreativitet Kompleks problemløsning Kritisk tænkning Kreativitet People Management Koordinering med andre Emotionel intelligens Dømmekraft + beslutningstagning Service-orientering Forhandlingsevne Kognitiv fleksibilitet Kilde: World Economics Forum
  • 8. LIDT LÆNGERE NEDE AD VEJEN CHIEF EXPERIENCE OFFICER Category: Executive management Fast fact: By 2020, 40 percent of chief digital officers will report to CXOs, according to IDC. VR EDITOR Category: Content production Fast fact: 1,400 jobs listed on LinkedIn BOT DEVELOPER Category: Cross-enterprise technology Fast fact: Bots or virtual assistants will command 20 percent of user interactions with smartphones by 2019, according to Gartner. IoT MARKETING STRATEGIST Category: MarTech Fast fact: More than 8,000 openings listed on job sites MIXED-REALITY DESIGNER Category: Content production Fast fact: Estimated $3 billion market by 2024, per Grand View Research DATA SCIENTIST Category: Cross-enterprise technology Fast fact: $203 billion industry by 2020, per IDC MACHINE-LEARNING ENGINEER Category: Cross-enterprise technology Fast fact: 13,500 jobs listed online OMNICHANNEL RETAIL STRATEGIST Category: Retail Fast fact: Ecommerce sales will surpass $500 billion by 2020, according to Forrester Research VOICE SKILLS DEVELOPER Category: Retail Fast fact: There are 15,000 Amazon Alexa skills HOLOGRAM RETAIL DISPLAY DESIGNER Category: Retail Fast fact: Augmented reality will be a $100 billion industry by 2020, per ABI Research KNOWING WHO HAPPENS NEXT HAS BEEN OUR JOB FOR YEARS
  • 9. LIDT LÆNGERE NEDE AD VEJEN VR EDITOR Category: Content production Fast fact: 1,400 jobs listed on LinkedIn VOICE SKILLS DEVELOPER Category: Retail Fast fact: There are 15,000 Amazon Alexa skills HOLOGRAM RETAIL DISPLAY DESIGNER Category: Retail Fast fact: Augmented reality will be a $100 billion industry by 2020, per ABI Research. KNOWING WHO HAPPENS NEXT HAS BEEN OUR JOB FOR YEARS
  • 10. ORGANISERING - Inspiration The Design Thinking Playbook Professor Larry Leifer, som er en af "the Founding Fathers of Design Thinking” er medforfatter på den nyeste bog om emnet: Mindful Digital Transformation of Teams, Products, Services, Businesses and Ecosystems. Team of Teams – New Rules of Engagement for a Complex World General Stanley McChrystal havde i 2003 ansvaret for Specialstyrkernes Task Force i Iran, hvor USA kæmpede en krig af det 21. århundrede med et militær, der var udstyret til det 20. århundrede.
  • 11. 1. Markedet for Baby og Børneudstyr er på ca. 2.1 mia. NEW RULES OF ENGAGEMENT - Gælder også i Tilst 2. Babysam, Ønskebørn og Kære Børn har i mange år, siddet på størstedelen af markedet. 4. Forventet omsætning i 2018 på 120 mio. – og de er først lige startet! 3. PixiZoo åbner i 2014 sin første og eneste fysiske butik, samt online handel.
  • 13. VI MÅLER OS SELV PÅ DET FORKERTE, OG VI LEDER EFTER DET FORKERTE ... hvis vi skal sikre det eksistentielle fundament under den teknologiske og økonomiske vækst, så skal vi i stedet måle på, om vi som ledere, som organisationer og som virksomheder er i stand til at give mening i livet for de mennesker, der bruger en stor del af deres kostbare tid sammen med os... - Morten Albæk
  • 14. KNOWING WHO HAPPENS NEXT HAS BEEN OUR JOB FOR YEARS TAK FOR NU. v
  • 17. KUNDE STILLING ARLA FOODS Head of Digital Development Global Search Manager Head of Product Bang & Olufsen Global E-commerce Director SEO Manager Digital Optimization Manager, IKEA HR Global Global Digital Employer Branding Manager The LEGO Group 2 x Senior Creative Concept Managers Nets Regional Marketing Manager DK Senior Frontend Developer UX Designer Lead Generation & Performance Marketing Manager Regional Marketing Manager NO TDC Marketing Manager Campaign Manager 2 x CRM Manager B & C Insights Manager Creative Manager CRM Manager for TELMORE and Marketing Manager for YouSee External Communication Consultants & Manager Digital CRM Manager CMO for YouSee Mobile Digital Tracking Architect Senior UX Designer Java Developers Sitecore Developers PHP Developers Telenor Digital Brand & Marketing Director Senior Marketing Consultant & BtB consultant Digital Content Copywriter Digital Designer Digital Consultant E-commerce Consultant Online Project Manager Online Analyst Online Personalization & Optimization Specialist BUREAU STILLING Designit Managing Director Senior Strategist Digital Project Manager Digital Strategist UX Lead Digital Designer Strategic Design Lead Director of Operations 2 x UX Designers Digital Designer eCapacity CSD for Aarhus and Copenhagen Digital Analyst Senior Architect Specialized in Adobe Marketing and Analytics The North Alliance BOLD CEO (part of The North Alliance) Great Works CEO and COO (part of The North Alliance) &Co. Art Director Copywriter Wunderman Account Director(s) 2 x Consultants 4 x Digital Project Managers Execution Specialists Social Media Director Senior Digital/IT Project Managers Information Architects Digital Art Directors Copywriter Lead UX Designer Content Producer Eksempler på løste opgaver