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Disruptive Innovation in 2016

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Slides from my keynote w/ Capgemini in Copenhagen - looking at how Microsoft, GE, KLM and Uber use Salesforce Marketing Cloud to innovate, disrupt and build customer relationships faster.

Published in: Technology, Marketing
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Disruptive Innovation in 2016

  1. 1. Not Everything That Disrupts is Disruptive. The Future of Customer Relationships.
  2. 2. Jeremy Waite Head of Digital Strategy, EMEA @JeremyWaite Jeremy.Waite@Salesforce.com
  3. 3. 1.  Work harder than anyone else. 2.  Be better prepared. 3.  Have more research up your sleeve. The Best Business Advice, Ever. @Tom_Peters
  4. 4. “Companies are no longer competing against each other, they are competing against speed”. Marc @Benioff
  5. 5. “ CLAYCHRISTENSEN INNOVATION CAN HURT, IF YOU’RE NOT THE ONE DOING THE DISRUPTING”. DISRUPTIVE
  6. 6. +
  7. 7. Apps AnalyticsCommunityMarketingServiceSales Connect To Your Customers In A Whole New Way Customer Success Platform
  8. 8. 16 Years of Disruption & Technology Shifts
  9. 9. We Help Your Customers Love You Build Profitable Relationships, Faster.
  10. 10. 1MPH $200m 1% $3Bn 0:03 $256Bn “Machines should be nothing more than tools for extending the powers of the humans who use them”. Thomas Watson Jnr.
  11. 11. David Marcus CEO $FB Messenger
  12. 12. 80% EXECUTIVES ARE OVERWHELMED. “ ” 75% EXECUTIVES ARE EMOTIONAL. “ ”
  13. 13. UNKNOWN KNOWN 1 : Many Marketing 1 : 1 Customer Journeys Building Loyal Relationships, Faster. ​ From Personification to Personalisation
  14. 14. 77% OF CONSUMERS DON’T WANT A RELATIONSHIP “ WITH A BRAND.”
  15. 15. Image by @JeremyWaite | Originally Created by Bloomberg Businessweek @BW | Data: @Interbrand 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Best Global Brands 2000 - 2015 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Food, Drink & Tobacco Technology and Electronics Business Services & Diversified Automotive Media and Telecoms| | | | COCA-COLA MICROSOFT IBM INTEL NOKIA GE FORD DISNEY McDONALDS AT&T
  16. 16. #FaradayFuture
  17. 17. “Affordable transportation as reliable as running water. Everywhere. For everyone”. NOT DISRUPTIVE
  18. 18. UBER IS THE MOST ETHICALLY “ CHALLENGED PETERTHIEL COMPANY IN SILICON VALLEY”.
  19. 19. "We're in a political campaign, and the candidate is Uber and the opponent is an asshole named Taxi.” @TravisK
  20. 20. UBER IS THE MOST IMPORTANT “ COMPANY BILLGURLEY EVER CREATED”.
  21. 21. BANKRUPT
  22. 22. “2016 is the year that traditional businesses will fight back”. Forrester
  23. 23. Avis Budget Group Inc. $CAR v @Uber Drivers ​ Disrupting Yourself Yahoo Finance 1Billion Rides via 1M Drivers (Dec 2015) [Over 50% businesses use <20% of their customer data]
  24. 24. How Does UBER Work?
  25. 25. Customer Experience
  26. 26. Disruptor Story My Trip to Copenhagen Focused on Experiences Environment, Feeling, Context Focused on Tasks A to B, Collect Money
  27. 27. Your Customer… How Do You Fair? First account Education funding Car financing Marriage Property Short term investing Savings Budgeting Variable payments Daily cash Long term investing Fixed transactions Retirement planning Wealth transition Bill payments
  28. 28. Precision Marketing Building A Customer Company
  29. 29. •  Unified customer view •  Apps built disruptor fast CloudMobile Profile Personal •  Connect the total lifecycle •  Machine learning at scale Big Data Predictive •  Enriched profile •  Employee productivity CommunitiesSales Service Contextual •  Proactive insights flow to everyone AnalyticsJourneys Flow Proactive Precision Marketing Building A Customer Company
  30. 30. There’s No Such Thing As… @Scobleizer #BigData
  31. 31. 5B Smartphones by 2017 550M+ Social Networks, Blogs & Forums (inc. Dark) Monitoring Customer Journeys Volume. Velocity. Variety. Veracity… 2.5 Quintillion bytes of data every day Social CustomerPurchase Connected
  32. 32. Monitoring Customer Journeys Building A Customer Company in Real-Time Real-Time Events Rich Contextual Data 1011101100010001111101001 0101010110000100101101110 0010000100010001101110110 0010001111101001010101011 0000100101101110001000010 0010001101110110001000111 1101001010101011000010010 11011100010000100010001 Analyse Compute The Perfect Response Deliver The Precise action Proactively and In Context
  33. 33. Customers Are On A Journey “90% of the consumer buying journey now crosses 5 channels”. Google
  34. 34. TECHNOLOGY IS NOTHING. “ WHAT’S IMPORTANT IS THAT YOU ” WONDERFUL STEVEJOBS HAVE FAITH IN PEOPLE, THAT THEY’RE BASICALLY GOOD AND SMART, AND IF YOU GIVE THEM TOOLS, THEY’LL DO SOMETHING WITH THEM.
  35. 35. One Sentence Business Model I’m going to do , to make better, as measured by , and is worth . Created by @JeremyWaite
  36. 36. THE GOAL IN BUSINESS IS NOT TO“ SIMONSINEK TO PEOPLE WHO NEED WHAT YOU HAVE IT IS TO DO BUSINESS WUTH PEOPLE WHO BELIEVE SELL WHAT YOU BELIEVE”.
  37. 37. thank y u @JEREMYWAITE | @SALESFORCE | SLIDESHARE.NET/JEREMYWAITE Spark?
  38. 38. Watch. Read. Follow @JeremyWaite

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