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Fred Isbell "Hot Topic" September Fuqua Marketing Conference: Navigating Digitalization – Meeting the Challenges of the Modern Marketer

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The world of marketing is undergoing unprecedented transformation. Trends such as Digital Transformation and Technology advances including Cloud, Social Media and Big Data and Analytics have redefined the landscape of marketing. Enter the era of the Modern Marketer – who must combine both art and science to meet the constantly changing needs of the market. In this session we’ll examine the characteristics of a successful Modern Marketer, look at technology as a key enabler to Digitalization and Innovation, and address key trends in Marketing Technology and the required skills for Modern Marketing.

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Fred Isbell "Hot Topic" September Fuqua Marketing Conference: Navigating Digitalization – Meeting the Challenges of the Modern Marketer

  1. 1. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 1Internal SAP Fast Facts See how SAP helps companies all over the world Run Simple
  2. 2. Navigating Digital Transformation – Meeting the Challenges of the Modern Marketer Fred Isbell SAP SE
  3. 3. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 3Internal Why I am a Marketer
  4. 4. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 4Internal It’s a Great Time to Be a Fuqua MBA! Duke/Fuqua MBA Program reaches #1 in the Bloomberg BusinessWeek survey “There is a new top dog in American business education: Duke University’s Fuqua School of Business. The Durham (N.C.)-based school has claimed the No. 1 spot in Bloomberg Businessweek‘s 14th biennial ranking of full-time MBA programs, part of a shakeup that dethroned University of Chicago’s Booth School of Business and also knocked elite rival Harvard Business School out of the top five for the first time in the history of the ranking. Fuqua, which was ranked No. 6 in the most recent Businessweek ranking, rose to the top spot, thanks in large part to employers’ esteem for its graduates”. http://www.businessweek.com/articles/2014-11-11/best-business-schools-2014-duke-is-top-full-time-mba-harvard-slips
  5. 5. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 5Internal Agenda  Modern Marketing  Innovation Adoption 101 and Digital Transformation  Navigating Innovation Technologies:  Third Platform and Digital Transformation  Cloud, Mobile, Social, and Big Data  The Internet of Things (IoT)  Marketing Technology  More Information & Q&A
  6. 6. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 6Internal Modern Marketing is Happening NOW
  7. 7. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 7Internal Introduction: Enter the Era of the “Modern Marketer”
  8. 8. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 8Internal Key Changes are Driving the Shift in Marketing Source: ITSMA 2015
  9. 9. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 9Internal 5 Mandates for the Future of Marketing Marketing must providing the glue that binds the different parts of the company together around the brand promise – and must embrace five key responsibilities:  Represent the voice of the market  Synchronize the customer experience across all channels  Be the brand steward  Capitalize on insights  Be an integrator and force multiplier across the company Source: SAP CEC 2014 Source: Scott Brinker @chiefmartec http://www.chiefmartec.com
  10. 10. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 10Internal Marketing’s Priorities are Shifting Source: ITSMA 2015
  11. 11. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 11Internal Key Elements of “Modern Marketing” Source: Sirius Decisions 2014
  12. 12. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 12Internal Embrace The Future: The Buyer’s Journey Unites and Aligns Sales and Marketing How this is different:  No implicit hand-offs between sales and marketing  Majority of exploration done on-line before talking to a sales rep  Introduces new content requirements – importance of mobile- ready content  Departure from traditional “Marketing funnel” Source: IDC 2013
  13. 13. Innovation 101 & Digital Transformation
  14. 14. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 14Internal Business Context: The Pace of Change is Accelerating 0% 10% 20% 30% 40% 50% 60% 70% Pace of Change (%) Q: Has the pace of change increased for your organization? No, Not at All Yes, I Think So Absolutely 33% 61% 6% Source: Incite Marketing Customer Study, 2015
  15. 15. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 15Internal Innovation Adoption 101: The Model & Segmentation Innovation Adoption:  A model that classifies adopters of innovations based on their level of readiness to accept new ideas  Innovative adoption characteristics are assigned to groups -- all innovations go through a predictable process before becoming widely adopted.  The groups consist of early adopters, early majority, late majority, and laggards Source: dictionary.com Source: Rogers, G. Moore, MIT Sloan/CAP Gemini “Crossing the chasm” Early adopters achieve: +9% revenue creation +26% impact to profitability, +12% market valuation
  16. 16. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 16Internal Innovation Adoption 101: Time to Innovation Adoption Source: Rogers, Moore, McKinsey  Inflection point (curve begins to slow) = point of “critical mass”  Key -- get there quickly, whether users or product volume, etc  Failure to “cross the chasm” (Geoffrey Moore) or reach critical mass = doomed to a smaller, sub-optimal market and much smaller market share Source: “No ordinary disruption”, McKinsey, May 2015
  17. 17. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 17Internal Digital Transformation – a Definition
  18. 18. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 18Internal Three stages of Digital Transformation
  19. 19. Navigating Innovation Technologies
  20. 20. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 20Internal My Information Technology (IT) Journey & Navigation IBM 3270 Terminal c.1982 Compaq “Portable” c. 1983 Tech Stack c.2015 Desktop, Laptop & iPAQ PDA c. 1998
  21. 21. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 21Internal Navigating The Third Platform  1st -Mainframe and terminals  2nd - LAN/Internet and Client/Server and PCs and fueled last 25 years of growth  3rd - Mobile, Social, Big Data and Cloud  New solutions will be built on this platform which is the source of new growth Source: IDC Users Devices Applications Data & Content The Third Platform is all about Scale: From thousands to millions to trillions!
  22. 22. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 22Internal Cloud Abundance of cost- effective computational power and storage Mobile The new de facto standard in business interaction Social Connected business and social networks Big Data Real-time analytics for behavioral and predictive insights More than 60% of CEOs expect 15-50% of their earnings growth in the next 5 years to come from technology-enabled business innovations. – McKinsey study, 2013 ” “ Innovation Technologies Will Drive Digital Transformation
  23. 23. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 23Internal Innovation Technologies: Cloud Computing  Software as a Service (SaaS)  Platform as a Service (Paas)  Infrastructure as a Service (IaaS)  Business Process as a Service (BaaS)  Public Cloud and Private Clouds  Collaboration & Business Networks
  24. 24. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 24Internal Innovation Technologies: Mobile Solutions  Where’s the growth? Not in Laptops and PCs -- in Tablets and Mobile Devices  Major trends include the “Consumerization of IT” and “Humanization of IT”  “Bring Your Own Device” (BYOD)  A growth engine of the Internet of Things (IoT) and Big Data & Analytics 50,000+ SAP employees equipped with internal apps Mobile for Everyone
  25. 25. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 25Internal Innovation Technologies: Social Media and Digital Transformation  Metcalfe’s Law: the value of a network is proportional to the square of the number of connected users (a network’s value grows exponentially)  A variation Reed’s Law speaks specifically to the utility obtained from scaling social networks  Pull versus Push  Best Practices: Learn, Observe, Listen, Jump in and Actively Participate  Blurs the line between work and private life, get used to it, it’s not going away! “Social media spending is currently 11% of marketing budgets and is expected to grow to 14% in the next 12 months and 24% in the next five years” Source: Duke CMO Study 2015
  26. 26. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 26Internal Innovation Technologies: Big Data and Analytics  Navigating the Data and Information Explosion  Business Intelligence  Rise of the Information Worker  Real-Time Information Access  Big Data on top of Next- Generation In-memory Database Technology is the new “Killer App”  Dashboards & Predictive Analytics  “Brave New World” of Sports Mr. Data Brent Spiner “Father of BI” Howard Dresner
  27. 27. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 27Internal The Internet of Things (IoT)  Massive amounts of data from peoples, sensors & devices – and growing rapidly  Gartner projects IoT will increase nearly 30-fold from about 900 million connected devices in 2009 to more than 26 billion by 2020  IDC projects IoT spending in 2015 is expected to exceed $1.7 trillion and 15 billion devices and grow to $3 trillion and nearly 30 billion devices by 2020 Source: IDC, Gartner, SAP 2015
  28. 28. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 28Internal Marketing Technology: A Definition Source: ITSMA 2015
  29. 29. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 29Internal Current Usage and Objectives of Marketing Technology Source: Email marketing technology is used by 82% of companies surveyed. In addition to dedicated email applications, email functionality is integrated into many other technologies such as marketing automation and CRM systems. With nearly every form of marketing now technology driven, a clear understanding of desired outcomes is critical. The most important objectives of an effective marketing strategy are highly measureable including increases in sales revenue, lead generation and conversion rates.
  30. 30. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 30Internal Top Marketing Technology Challenges Source: ITSMA 2015
  31. 31. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 31Internal The Shifting Landscape of Marketing Technology Source: ITSMA 2015
  32. 32. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 32Internal Navigating the Marketing Technology Landscape Focus your Learning upon:  Customer Relationship Management (CRM)  Marketing Automation  Marketing Dashboards  Digital Media  Big Data, Analytics & Visualization  Predictive Analytics Source: Scott Brinker @chiefmartec http://www.chiefmartec.com and Lumascape
  33. 33. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 33Internal The Geeks Won: Data Science and Data Scientists Data Science definition:  In general terms, data science is the extraction of knowledge from data  It employs techniques and theories drawn from many fields within the broad areas of mathematics, statistics, information theory and information technology Data Scientists definition:  Data scientists investigate complex problems through expertise in disciplines within the fields of mathematics, statistics, and computer science  A data scientist will most likely be expert in only one or at most two of these areas and merely proficient in the other(s). Edward Tufte is a statistician and artist, and Professor Emeritus of Political Science, Statistics, and Computer Science at Yale University Source: Wikipedia, Google searches Napoleon's March – Visual display Of Quantitative Information
  34. 34. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 34Internal SAP: Navigating Innovation Technologies for over 40 Years Simplifying Decisions Enable 3M rows of shopping data per minute; 1000+ users; 94% responses in less than 2 sec. each on “Black Friday” Retailer with 245M customers per week across 11K stores Simplifying Technology Converted 38TB of data to 8TB in-memory with SAP HANA to unlock the power of real-time Consumer goods firm serving 2B customers worldwide Simplifying Processes Coordinate a supply chain of 4 million parts from 1500 suppliers across 30 countries to build one airplane Aerospace Manufacturer serving billions of passengers per year By solving the worlds most complex business problems 1972 Data Processing 1979 Globalization 1991 Internet 2015 Digital SAP R/1 SAP R/3 SAP S/4HANA SAP R/2 SAP is Uniquely Qualified to Master Complexity For Over 40 Years, SAP Has Led at Every Major Economic Inflection Point
  35. 35. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 35Internal Source: SAP Corporate Fact Sheet 1/2015 SAP is the World’s Largest Provider of Enterprise Application Software & Runs the World’s Largest Business Network
  36. 36. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 36Internal More Information SAP.com – www.sap.com and www.sap.com/services SAP Services Hub -- www.sapserviceshub.com/h/ SAP Digitalist Magazine -- www.digitalistmag.com
  37. 37. Wrap-Up and Q&A
  38. 38. © 2014 SAP SE or an SAP affiliate company. All rights reserved. Thank You! Fred Isbell Senior Director, SAP Service & Support Marketing fred.isbell@sap.com www.sap.com/services Twitter: Fmisbell Facebook: Fred M Isbell Linked In: www.linkedin.com/pub/fred- isbell/0/827/903Edit

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