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INTERNAL
Fred Isbell
Senior Marketing Director, SAP Global Marketing
March 2018
Best Practices for the Modern Services Marketer
Lessons Learned from a Services Marketing Journey
2INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Fred Isbell
Senior Marketing Director and BMO
Lead SAP Global Marketing
▪ Senior Marketing Director and BMO Lead, SAP Digital Business Services and SAP
HEC Marketing
▪ Senior Director NA Marketing and Head of Services Marketing 2004-2012
▪ Director SAP North America Field Marketing and SMB Channels Marketing 2000-2004
▪ Solutions, Internet and Services Marketing Compaq and Digital Equipment
Corporation (DEC) 1988-2000
▪ Senior Consultant, Burke Marketing Services and IRI 1985-1988
▪ BA Economics & Political Science Yale, MBA Marketing Duke Fuqua School of
Business; Fuqua Scholar and 2015 Fuqua Alumni Exemplary Leadership Award
3INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
▪ Services Marketing Definition, Challenges
and my Personal Journey
▪ Ten Best Practices for the Modern Services
Marketer
▪ SAP Services Marketing “Case Studies”
▪ Closing Thoughts: SiriusDecisions Services
Marketing Maturity Model
▪ Discussion
Agenda
4INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
▪ The American Marketing Association defines
services marketing as “an organizational function
and a set of processes for identifying or creating,
communicating, and delivering value to customers
and for managing customer relationship in a way
that benefit the organization and stake-holders”
▪ Service marketers often use an expanded
marketing mix which consists of the “seven Ps” of
Services Marketing
▪ Our challenge is to market and sell a bundle of
tangible and intangible elements and the “new
normal” is the combination of products and
services providing an overall solution
▪ Scope is B2B, B2C and Services Industries
Source: Wikepedia, Google Searches
The Emergence of the Services Marketing Discipline
5INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
“Service firms face different challenges than
companies that market physical products. Service
firms are marketing something intangible that the
customer cannot experience until the firm has
delivered it. While some aspects of service marketing
are similar to those of product marketing, the service
sector needs to place special emphasis on adding
value, differentiation and specialization”.
-- Ian Linton author of “Brilliant Marketing Plans
Key Requirements:
▪ Focus on Value
▪ Achieve Differentiation
▪ Address Competition
▪ Innovate with Service Development
Service Marketing Challenges
6INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
My Services Marketing Journey
SAP North America
Services Marketing
2004
DEC/Compaq
Services Marketing
1998
SAP North America
SMB Partner
Marketing
2000
SAP Global
Services Marketing
2011
SAP Global
Services Marketing
BMO
2016
“The journey of a
thousand miles begins
with one step”
-- Lao Tzu
7INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Challenges from my Services Marketing Journey
Perception of Services
Services Marketing
“Red Headed Step-
Child” Status
Services Complexity
Alignment & KPIs
Partner Coopetition/
Channel Conflict
Resources and Budget
ExternalInternal
8INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Transformation
Ten Best Practices for the
Modern Services Marketer
9INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Modern Marketing
Modern Marketing is:
▪ Strategic
▪ Driven by data and
insights
▪ Combines left and
Right Brain skills
▪ Aligned with Sales
▪ Agile (like modern
software methodology)
▪ Leverages Marketing
Technology (MarTec)
and Automation
10INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
IDC’s Five Key Competencies for
Modern Marketing
Source: IDC
11INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
1. Tell the Story: Thought Leadership
2. Plan and Execute the Modern Webinar
3. Define and Use Buyer Personas
4. Guide Customers on the “New” Buyer’s Journey
and Unite and Align Sales and Marketing
5. Implement Structured Methodologies, Processes
and Regular Governance
6. Leverage Account-Based Marketing (ABM)
7. The Geeks Won: Embrace Data Sciences
8. Navigate the Marketing Technology Landscape
9. Embrace and Extend Digital and Social
Media/Marketing into Everything
10. Be the CMO of your own Modern Services
Marketing Journey
Ten Best Practices for the Modern Services Marketer
12INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Tell the Story: Thought Leadership Two-Minute Drill
Thought Leadership Sits at
the Pinnacle of a
Successful Content
Marketing Strategy
Source: Forrester 2013
“Thought leadership is not a one man show .. it is a
virtual team and not a formal organizational
structure”
Thought leadership takes a
team of the best minds in the
organization (and beyond)
Source: Sirius Decisions
A Thought Leadership
Platform organizes key
messages
Source: Forrester
ITSMA B2B Buyers Journey IDC Buyers Journey Forrester Customer
Life Cycle
Thought Leadership is great
storytelling delivered across the
entire buyers journey and
customer lifecycle in a digital
and/or off-line format
▪ Definition: A thought leader is
an individual or firm that is
recognized as an authority in a
specialized field and whose
expertise is sought and often
rewarded
▪ Timing: Across the complete
Buyers Journey from
awareness and consideration
phases to demand generation
including purchase phase and
pre-renewal
▪ Format: Often before a
prospect or customer engages
a sales person, and often in a
digital format
Thought Leadership maturity varies from
organization to organization and is dynamic and
consistently evolving; SAP is on the upper-end
of Thought Leadership maturity in our industry
along with IBM, CISCO, Cognizant and others
ITSMA Thought
Leadership
Maturity
Model
“The purpose and process of thought leadership is widely
misunderstood and misapplied, causing mixed results”
-- SiriusDecisions
13INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Plan and Execute the Modern Webinar
▪ Combine external analyst/subject matter expert,
company expert and customer is the “perfect storm”
▪ Have the webinar platform and environment and
emails reflect your brand
▪ Adopt a panel approach for a “modern marketing
webcast”
▪ Avoid “death by PPT” at all costs
▪ Invest in time for preparation (moderators guide) and
schedule and run a dry-run
▪ Incorporate BLOG and Social Media promotions
▪ Promote and re-purpose on-demand replays
▪ Leverage your follow-up from Inside marketing/tele
and support with on-demand enablement
In Search of the Perfect Storm:
SAP Digital Business Services
Marketing Thought Leadership
Webinars
ON24 Webinar World Keynote March 2017
SAP Digitalist BLOG: Confessions Of A Webcast
King: Modern Marketing, Webinars, And The Future
Of Digital Marketing
14INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Define and Use Buyer Personas
Defining buyer personas helps drive customer-centric innovation and go-to-
market strategy
Understand both New and Understood Buyer Personas and develop
insights that drive and inform other activities, including messaging
development, campaign design, content strategy and defining market
requirements for product/solutions innovation
Source: SiriusDecisions
15INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Guide Customers on the “New” Buyer’s Journey and Unite and Align 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 Source: Kapost
16INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Implement Structured Methodologies, Processes and Regular Governance
Source: SiriusDecisions
Critical Success Factors:
▪ Standard Methodology
▪ Systems and Processes
▪ Dashboards & Reporting
▪ Governance and Review
▪ Marketing Automation (MAP),
CRM Integration and
Marketing Technology
(MarTech)
17INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Leverage Account-Based Marketing (ABM)
▪ ABM is an approach that aligns demand creation programs and messaging against a chosen set of accounts and goals
in a way that is relevant and valuable to those accounts and to sales account owners.
▪ ABM is centered on a smaller number of accounts in a one-to-one or one-to-few approach. Focus is dedicated to a
defined set of accounts that have been collaboratively selected by sales and marketing.
▪ Needs are focused on a defined set of objectives within specific buying centers in selected accounts.
▪ Goals for ABM are derived from a comprehensive, joint sales and marketing planning process that identifies specific
goals for selected accounts
Source: SiriusDecisions
18INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Geeks Won: Embrace Data Sciences
Napoleon's March – from “Visual display Of Quantitative Information”
Data Science definition:
▪ The extraction of knowledge from
data
▪ 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, artist, and
Professor Emeritus of Political Science,
Statistics and Computer Science at
Yale University
19INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Navigate the Marketing Technology Landscape
Focus your Learning &
Development upon:
▪ Customer Relationship
Management (CRM)
▪ Marketing Automation
▪ Marketing Dashboards
▪ Digital Media
▪ Big Data and Analytics
▪ Data Visualization
▪ Predictive Analytics
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com
▪ The number of marketing solutions nearly doubled year over year (YoY) -- ~5,000
marketing technology solutions and ~3,500 unique vendors
▪ Up from ~150 in 2011!
20INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Embrace and Extend Digital and Social Media/Marketing into Everything
▪ Much of Marketing is now
Fundamentally Digital
▪ “It is not about doing ‘Digital
Marketing’, it is about marketing
effectively in a digital world.”
- Ivan Menezes, CEO Diageo
▪ Emergence of the Chief Digital
Officer, what McKinsey calls the
“Transformer in Chief”
▪ New required skills and channels
▪ Mobile-enabled access for content
but allow for off-line access too
21INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Be the CMO of your own Modern Services Marketing Journey
▪ The Thought Leader
▪ The Growth Hacker (“Demand Gen CMO”)
▪ The Product Marketer
▪ The Brand Marketer
▪ The Strategist
▪ The Culture Builder
▪ The All-Around Athlete (The “ideal modern
CMO”)
“Today’s CMOs must be both a brand pioneer, analytics
warrior, and an operator. They must be both right-brained and
left-brained. Plus, because they are usually the face of the
brand, they must also have strong presentation skills and be
exceptional at building teams”
Source: No Marketer Is An Island: Meet The 7 Personas Of The
Modern CMO, cmo.com April 2017
7 CMO Personas of
Modern Marketing
22INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Transformation
Services Marketing “Case Studies”
23INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Perfect Storm: Thought Leadership Webcast Series
▪ Panel and Conversation
▪ Not “death by PowerPoint”
▪ Moderated plus open Q&A
▪ “Perfect Storm” of company
expert, external analyst and
customer perspective
“IT Leadership for the Next Phase of
Digital Transformation” Webinar:
24INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP HANA Enterprise Cloud (HEC) Predictive Analytics & Propensity Modeling
Prelytix and Market Resource Partners (MRP)
Monitoring Campaign:
▪ Ascertain interest in Managed
Services/Private Cloud solutions based upon
behavior monitored via downloads of
information
▪ SLA for qualified leads delivered (MFM/8c’s)
▪ One of top North America regional SAP HEC
lead generation campaigns in 2017 and into
2018
NA Region Propensity Models for
Televerde Tele/Outbound Campaign:
▪ SAP HEC Propensity model with top decile
companies with proclivity to purchase SAP
HEC based upon SAP HEC Propensity Model
▪ Applied to SAP HEC outbound calling
campaign with Televerde
▪ Two-thirds of all Leads specific to SAP HEC,
Lead Conversion of 35% and 5M+ EURO
marketing generated pipeline to date
25INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Closing Thoughts: SiriusDecisions
Services Marketing Maturity Model
26INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Evaluate your services marketing function
with the SiriusDecisions Services Marketing
Maturity Model:
▪ Definition of Roles and Goals
▪ Interlock and Alignment
▪ Processes and Procedures
▪ Skills, Knowledge and Training
▪ Technology and Tools
▪ Measurement and Reporting
Closing Thoughts: The SiriusDecisions Services Marketing Maturity Model
27INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Transformation
Discussion and Q&A
Thank You!
Fred Isbell
Senior Director, BMO Lead SAP Digital
Business Services & SAP HEC 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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University of Colorado Denver MBA Services Marketing Presentation

  • 1. INTERNAL Fred Isbell Senior Marketing Director, SAP Global Marketing March 2018 Best Practices for the Modern Services Marketer Lessons Learned from a Services Marketing Journey
  • 2. 2INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Fred Isbell Senior Marketing Director and BMO Lead SAP Global Marketing ▪ Senior Marketing Director and BMO Lead, SAP Digital Business Services and SAP HEC Marketing ▪ Senior Director NA Marketing and Head of Services Marketing 2004-2012 ▪ Director SAP North America Field Marketing and SMB Channels Marketing 2000-2004 ▪ Solutions, Internet and Services Marketing Compaq and Digital Equipment Corporation (DEC) 1988-2000 ▪ Senior Consultant, Burke Marketing Services and IRI 1985-1988 ▪ BA Economics & Political Science Yale, MBA Marketing Duke Fuqua School of Business; Fuqua Scholar and 2015 Fuqua Alumni Exemplary Leadership Award
  • 3. 3INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ ▪ Services Marketing Definition, Challenges and my Personal Journey ▪ Ten Best Practices for the Modern Services Marketer ▪ SAP Services Marketing “Case Studies” ▪ Closing Thoughts: SiriusDecisions Services Marketing Maturity Model ▪ Discussion Agenda
  • 4. 4INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ ▪ The American Marketing Association defines services marketing as “an organizational function and a set of processes for identifying or creating, communicating, and delivering value to customers and for managing customer relationship in a way that benefit the organization and stake-holders” ▪ Service marketers often use an expanded marketing mix which consists of the “seven Ps” of Services Marketing ▪ Our challenge is to market and sell a bundle of tangible and intangible elements and the “new normal” is the combination of products and services providing an overall solution ▪ Scope is B2B, B2C and Services Industries Source: Wikepedia, Google Searches The Emergence of the Services Marketing Discipline
  • 5. 5INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ “Service firms face different challenges than companies that market physical products. Service firms are marketing something intangible that the customer cannot experience until the firm has delivered it. While some aspects of service marketing are similar to those of product marketing, the service sector needs to place special emphasis on adding value, differentiation and specialization”. -- Ian Linton author of “Brilliant Marketing Plans Key Requirements: ▪ Focus on Value ▪ Achieve Differentiation ▪ Address Competition ▪ Innovate with Service Development Service Marketing Challenges
  • 6. 6INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ My Services Marketing Journey SAP North America Services Marketing 2004 DEC/Compaq Services Marketing 1998 SAP North America SMB Partner Marketing 2000 SAP Global Services Marketing 2011 SAP Global Services Marketing BMO 2016 “The journey of a thousand miles begins with one step” -- Lao Tzu
  • 7. 7INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Challenges from my Services Marketing Journey Perception of Services Services Marketing “Red Headed Step- Child” Status Services Complexity Alignment & KPIs Partner Coopetition/ Channel Conflict Resources and Budget ExternalInternal
  • 8. 8INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Digital Transformation Ten Best Practices for the Modern Services Marketer
  • 9. 9INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Modern Marketing Modern Marketing is: ▪ Strategic ▪ Driven by data and insights ▪ Combines left and Right Brain skills ▪ Aligned with Sales ▪ Agile (like modern software methodology) ▪ Leverages Marketing Technology (MarTec) and Automation
  • 10. 10INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ IDC’s Five Key Competencies for Modern Marketing Source: IDC
  • 11. 11INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. Tell the Story: Thought Leadership 2. Plan and Execute the Modern Webinar 3. Define and Use Buyer Personas 4. Guide Customers on the “New” Buyer’s Journey and Unite and Align Sales and Marketing 5. Implement Structured Methodologies, Processes and Regular Governance 6. Leverage Account-Based Marketing (ABM) 7. The Geeks Won: Embrace Data Sciences 8. Navigate the Marketing Technology Landscape 9. Embrace and Extend Digital and Social Media/Marketing into Everything 10. Be the CMO of your own Modern Services Marketing Journey Ten Best Practices for the Modern Services Marketer
  • 12. 12INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Tell the Story: Thought Leadership Two-Minute Drill Thought Leadership Sits at the Pinnacle of a Successful Content Marketing Strategy Source: Forrester 2013 “Thought leadership is not a one man show .. it is a virtual team and not a formal organizational structure” Thought leadership takes a team of the best minds in the organization (and beyond) Source: Sirius Decisions A Thought Leadership Platform organizes key messages Source: Forrester ITSMA B2B Buyers Journey IDC Buyers Journey Forrester Customer Life Cycle Thought Leadership is great storytelling delivered across the entire buyers journey and customer lifecycle in a digital and/or off-line format ▪ Definition: A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded ▪ Timing: Across the complete Buyers Journey from awareness and consideration phases to demand generation including purchase phase and pre-renewal ▪ Format: Often before a prospect or customer engages a sales person, and often in a digital format Thought Leadership maturity varies from organization to organization and is dynamic and consistently evolving; SAP is on the upper-end of Thought Leadership maturity in our industry along with IBM, CISCO, Cognizant and others ITSMA Thought Leadership Maturity Model “The purpose and process of thought leadership is widely misunderstood and misapplied, causing mixed results” -- SiriusDecisions
  • 13. 13INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Plan and Execute the Modern Webinar ▪ Combine external analyst/subject matter expert, company expert and customer is the “perfect storm” ▪ Have the webinar platform and environment and emails reflect your brand ▪ Adopt a panel approach for a “modern marketing webcast” ▪ Avoid “death by PPT” at all costs ▪ Invest in time for preparation (moderators guide) and schedule and run a dry-run ▪ Incorporate BLOG and Social Media promotions ▪ Promote and re-purpose on-demand replays ▪ Leverage your follow-up from Inside marketing/tele and support with on-demand enablement In Search of the Perfect Storm: SAP Digital Business Services Marketing Thought Leadership Webinars ON24 Webinar World Keynote March 2017 SAP Digitalist BLOG: Confessions Of A Webcast King: Modern Marketing, Webinars, And The Future Of Digital Marketing
  • 14. 14INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Define and Use Buyer Personas Defining buyer personas helps drive customer-centric innovation and go-to- market strategy Understand both New and Understood Buyer Personas and develop insights that drive and inform other activities, including messaging development, campaign design, content strategy and defining market requirements for product/solutions innovation Source: SiriusDecisions
  • 15. 15INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Guide Customers on the “New” Buyer’s Journey and Unite and Align 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 Source: Kapost
  • 16. 16INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Implement Structured Methodologies, Processes and Regular Governance Source: SiriusDecisions Critical Success Factors: ▪ Standard Methodology ▪ Systems and Processes ▪ Dashboards & Reporting ▪ Governance and Review ▪ Marketing Automation (MAP), CRM Integration and Marketing Technology (MarTech)
  • 17. 17INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Leverage Account-Based Marketing (ABM) ▪ ABM is an approach that aligns demand creation programs and messaging against a chosen set of accounts and goals in a way that is relevant and valuable to those accounts and to sales account owners. ▪ ABM is centered on a smaller number of accounts in a one-to-one or one-to-few approach. Focus is dedicated to a defined set of accounts that have been collaboratively selected by sales and marketing. ▪ Needs are focused on a defined set of objectives within specific buying centers in selected accounts. ▪ Goals for ABM are derived from a comprehensive, joint sales and marketing planning process that identifies specific goals for selected accounts Source: SiriusDecisions
  • 18. 18INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ The Geeks Won: Embrace Data Sciences Napoleon's March – from “Visual display Of Quantitative Information” Data Science definition: ▪ The extraction of knowledge from data ▪ 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, artist, and Professor Emeritus of Political Science, Statistics and Computer Science at Yale University
  • 19. 19INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Navigate the Marketing Technology Landscape Focus your Learning & Development upon: ▪ Customer Relationship Management (CRM) ▪ Marketing Automation ▪ Marketing Dashboards ▪ Digital Media ▪ Big Data and Analytics ▪ Data Visualization ▪ Predictive Analytics Source: Scott Brinker @chiefmartec http://www.chiefmartec.com ▪ The number of marketing solutions nearly doubled year over year (YoY) -- ~5,000 marketing technology solutions and ~3,500 unique vendors ▪ Up from ~150 in 2011!
  • 20. 20INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Embrace and Extend Digital and Social Media/Marketing into Everything ▪ Much of Marketing is now Fundamentally Digital ▪ “It is not about doing ‘Digital Marketing’, it is about marketing effectively in a digital world.” - Ivan Menezes, CEO Diageo ▪ Emergence of the Chief Digital Officer, what McKinsey calls the “Transformer in Chief” ▪ New required skills and channels ▪ Mobile-enabled access for content but allow for off-line access too
  • 21. 21INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Be the CMO of your own Modern Services Marketing Journey ▪ The Thought Leader ▪ The Growth Hacker (“Demand Gen CMO”) ▪ The Product Marketer ▪ The Brand Marketer ▪ The Strategist ▪ The Culture Builder ▪ The All-Around Athlete (The “ideal modern CMO”) “Today’s CMOs must be both a brand pioneer, analytics warrior, and an operator. They must be both right-brained and left-brained. Plus, because they are usually the face of the brand, they must also have strong presentation skills and be exceptional at building teams” Source: No Marketer Is An Island: Meet The 7 Personas Of The Modern CMO, cmo.com April 2017 7 CMO Personas of Modern Marketing
  • 22. 22INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Digital Transformation Services Marketing “Case Studies”
  • 23. 23INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ The Perfect Storm: Thought Leadership Webcast Series ▪ Panel and Conversation ▪ Not “death by PowerPoint” ▪ Moderated plus open Q&A ▪ “Perfect Storm” of company expert, external analyst and customer perspective “IT Leadership for the Next Phase of Digital Transformation” Webinar:
  • 24. 24INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP HANA Enterprise Cloud (HEC) Predictive Analytics & Propensity Modeling Prelytix and Market Resource Partners (MRP) Monitoring Campaign: ▪ Ascertain interest in Managed Services/Private Cloud solutions based upon behavior monitored via downloads of information ▪ SLA for qualified leads delivered (MFM/8c’s) ▪ One of top North America regional SAP HEC lead generation campaigns in 2017 and into 2018 NA Region Propensity Models for Televerde Tele/Outbound Campaign: ▪ SAP HEC Propensity model with top decile companies with proclivity to purchase SAP HEC based upon SAP HEC Propensity Model ▪ Applied to SAP HEC outbound calling campaign with Televerde ▪ Two-thirds of all Leads specific to SAP HEC, Lead Conversion of 35% and 5M+ EURO marketing generated pipeline to date
  • 25. 25INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Closing Thoughts: SiriusDecisions Services Marketing Maturity Model
  • 26. 26INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Evaluate your services marketing function with the SiriusDecisions Services Marketing Maturity Model: ▪ Definition of Roles and Goals ▪ Interlock and Alignment ▪ Processes and Procedures ▪ Skills, Knowledge and Training ▪ Technology and Tools ▪ Measurement and Reporting Closing Thoughts: The SiriusDecisions Services Marketing Maturity Model
  • 27. 27INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Digital Transformation Discussion and Q&A
  • 28. Thank You! Fred Isbell Senior Director, BMO Lead SAP Digital Business Services & SAP HEC 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