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Content Operations: Behind the Scenes at GE's Content Revolution at SiriusDecisions 2018

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Content Operations: Behind the Scenes at GE's Content Revolution at SiriusDecisions 2018

  1. 1. Content Operations Behind the scenes at GE’s content revolution Kristin Fallon Marketing Communications Executive GE Power
  2. 2. © 2018 General Electric Company - All rights reserved • About us • State of business… State of content • GE Power business case • Q&A AGENDA 2 © 2018 General Electric Company - All rights reserved
  3. 3. © 2018 General Electric Company - All rights reserved 1. Reflects year-end 2017, Corporate ~18K, Global Operations ~10K employees 2. Reflects GE portion of Baker Hughes, a GE company 3. Reflects the Verticals ($ in billions) POWER RENEWABLE ENERGY BHGE AVIATION HEALTHCARE TRANSPORTATION CAPITAL CURRENT & LIGHTING EMPLOYEES¹ ~ 8 0 K ~ 2 1 K ~ 6 4 K ~ 4 4 K ~ 5 2 K ~ 8 K ~ 4 K ~ 7 K 2017 REVENUE $ 3 6 . 0 $ 1 0 . 3 $ 1 7 . 2 ² $ 2 7 . 4 $ 1 9 . 1 $ 4 . 2 $ 9 . 0 ³ $ 2 . 0 2017 OP PROFIT $ 2 . 8 $ 0 . 7 $ 0 . 8 ² $ 6 . 6 $ 3 . 4 $ 0 . 8 $ ( 6 . 2 ) ³ $ 0 . 1 GE 3
  4. 4. © 2018 General Electric Company - All rights reserved I find out what the world needs … then I proceed to invent it. Thomas A. Edison © 2018 General Electric Company - All rights reserved 4
  5. 5. © 2018 General Electric Company - All rights reserved Consulting Operations Sales Commercial Excellence Strategic Marketing MarComm
  6. 6. © 2018 General Electric Company - All rights reserved 6 © 2018 General Electric Company - All rights reserved
  7. 7. 7 “Content” = content driving the sales funnel eCommerce Call centers Services After Sales (OTR) Social Digital Proposals (ITO) PR/Media Marketing Sales Customer Experience © 2018 General Electric Company - All rights reserved
  8. 8. 8 Content is… king • Generates leads • Solves a customer problem • Acts as guideline for sales • Informs, entertains and educates • Drives SEO and web traffic • Enables personalized marketing © 2018 General Electric Company - All rights reserved
  9. 9. Content is… the masses 9 of Marketers have no visibility into how content aligns to organizational priorities, strategy, or business outcomes - Kapost B2B Content Strategy and Operations Benchmark 60% Many creators, many channels, many audiences © 2018 General Electric Company - All rights reserved
  10. 10. © 2018 General Electric Company - All rights reserved 10 Sources: (1) Forthcoming Kapost Marketing-Sales Alignment Benchmark Report (June 2018) | Tempkin Group | (2) Peter Ostrow, “Four Sales Enablement Facts That Will Make You Nervous About Taking Too Much Summer Vacation,” 2017 | (3) - SiriusDecisions - Calculating the True Cost of Content | Solving the Content ROI Conundrum, SDSummit May ‘16 | (4) Gallup © 2018 General Electric Company - All rights reserved Sales 62% org’s report reps look in 6+ locations for sales assets 47% report that reps spend 20+/hrs mo searching for, editing, creating or managing content P R O D U C T I V I T Y Creators 65% of content produced goes unused B2B marketers invest ~50% of budget in content but 0% fully understand the return C O N T E N T R O I Employees Engaged teams are 22% more profitable higher customer ratings 10% more productive 21% lower turnover 25% E N G A G E M E N T Customers are 5.2x more likely to purchase from co’s delivering great CX Customers 43% of marketers say inconsistent messaging across buyer’s journey negatively impacts CX G R O W T H Impact
  11. 11. © 2018 General Electric Company - All rights reserved 11 Our world is changing … so must our processes 11 © 2018 General Electric Company - All rights reserved
  12. 12. GE Power business case 2015-present
  13. 13. © 2018 General Electric Company - All rights reserved 13 WASTED TIME Step 1 Address greatest pain … sales enablement Bad SX 35+ sales portals No search function Outdated content Missing Content >50% of surveyed reps couldn’t find content necessary to do their job +
  14. 14. © 2018 General Electric Company - All rights reserved Strategize Plan Create and collaborate Distribute Analyze 14 Step 2 Broaden approach Content Lifecycle Management • Calendar views • Workflows • Chat capability • Request forms • Campaign tracking • Version control and synching • All asset-type storage • Photo library/DAM • Tagging & advanced filter/search • Events collaboration • Marketing collaboration • External/social media collaboration • Internal comm’s collaboration • Sales feedback loop • Predictive content • CRM integration • Website integrations • Marketo distribution integration • Data viz integration • Operational analytics • Internal & external reach data • Third party reach data • Mobile accessibility
  15. 15. © 2018 General Electric Company - All rights reserved Step 3 Engage all stakeholders 15 Marketing Communications Sales Operations Sales Executive Sponsors User Groups
  16. 16. © 2018 General Electric Company - All rights reserved Step 4 Build business case 16 “The average sales person is wasting X hours per week … That’s $$M/year!” “If we could reuse or stop producing even 10% of existing content… we could save (or gain) up to $$ annually in our marketing budget!” © 2018 General Electric Company - All rights reserved
  17. 17. © 2018 General Electric Company - All rights reserved Step 5 Define vision • More targeted content • Simplified, faster use of sales team’s time • Dashboard metrics = proactive planning • More effective and positive CX, EX • Real time calendar of all content • Transparency of content and campaigns across HQ, P&Ls, regions, functions • Real-time sharing and collaboration Digitized content operations to improve productivity, CX
  18. 18. © 2018 General Electric Company - All rights reserved Strategize Plan Create and Collaborate Distribute Analyze 18 Launch!
  19. 19. © 2018 General Electric Company - All rights reserved Phase 1: Distribution
  20. 20. © 2018 General Electric Company - All rights reserved Sales content SFDC “Gallery” tab and Opportunity view powered by Kapost This is Energy Connections PPT New Controller Rocks Industry Whitepaper: Digital Grid Distributech 2017 – Customer Recaps Russell Stokes at SXSW 3/15/17 3/10/17 1/31/17 3/05/17 2/04/17 3/01/17 • Internal communications • Sales strategy • External and social media Commercial Portal “Gallery” powered by Kapost • Strategic marketing • Product marketing • More! Pilot results … • 1000 assets in ONE place • Search, share, like • 100% surveyed reps recommend tool • TIME SAVED! 20
  21. 21. © 2018 General Electric Company - All rights reserved 21 © 2018 General Electric Company - All rights reserved
  22. 22. © 2018 General Electric Company - All rights reserved© 2018 General Electric Company - All rights reserved 22 Phase 2: Planning and creation
  23. 23. Content creator “digital sandbox” 2323 © 2018 General Electric Company - All rights reserved
  24. 24. Content creator “digital sandbox” 2424 © 2018 General Electric Company - All rights reserved
  25. 25. Analytics 2525 © 2018 General Electric Company - All rights reserved • Inventory • Operations • Internal and external reach
  26. 26. © 2018 General Electric Company - All rights reserved© 2018 General Electric Company - All rights reserved 26 Phase 3: Reflect and learn
  27. 27. © 2018 General Electric Company - All rights reserved 27 Launch survey – marketing and communications 1. I understand the strategic importance of Kapost and the outcomes it will deliver for GE and our stakeholders 100% 2. I believe Kapost will help me do my job better 75% 3. I believe Kapost will help me collaborate better with my team/other regions/other functions/other P&Ls 100% 4. The Kapost live demo/training was clear and helpful 92% 5. I am glad I watched the on-demand training before attending the live training (leave blank if you did not watch) 83% 6. The follow-up support offered by Kapost and the GE team is the right amount (office hours, touch bases) 83% 7. I feel comfortable reaching out if I need help with Kapost 100% 8. I understand my role in using the tool and what is expected of me as a member of the Kapost user community 83% 9. I am excited for this tool and am committed to using it 67% Strong understanding of value … moderate enthusiasm to adopt
  28. 28. © 2018 General Electric Company - All rights reserved 28 Pilot team usage Strong start transitions to steady decline # visits per week Outliers – mass migration of assets for CRM integration
  29. 29. © 2018 General Electric Company - All rights reserved 29 Pilot team collaboration Team usage dropped but collaboration jumped … why? # of comments made per week
  30. 30. © 2018 General Electric Company - All rights reserved You are not just adding a TOOL, you are CHANGING a CULTURE 30 © 2018 General Electric Company - All rights reserved
  31. 31. © 2018 General Electric Company - All rights reserved 31 Manage the transition curve - The Process of Transition, John Fisher, 2012 Provide clear vision at start … Extra support at “valley” … Empower super users Anxiety Happiness Fear Threat Depression Gradual Acceptance Moving Forward
  32. 32. © 2018 General Electric Company - All rights reserved 32 Support user personas Understand User Pains and Needs What Isn’t Working Today | Where They Want to Go Onboard and Support Accordingly Training | Certification | Help Desk Fictional representation
  33. 33. 33 © 2018 General Electric Company - All rights reserved Stop old processes and tools!
  34. 34. © 2018 General Electric Company - All rights reserved 34 TODAY: [almost] fully integrated content ecosystem One creator “sandbox” integrated with multiple consumer channels Transparent, collaborative workspace to plan, create, drive accountability and measure impact Marketing+Communicationsteams 1 Sales Customer Employee Same content at multiple destinations ContentConsumers–Sales,Customers,Employees 2 Social
  35. 35. © 2018 General Electric Company - All rights reserved The old way 35 HOURS or DAYS Raj Tanya Veronique Paul
  36. 36. © 2018 General Electric Company - All rights reserved The new way 36 Raj Kapost MINUTES
  37. 37. © 2018 General Electric Company - All rights reserved Today 37 Digitized content operations to improve productivity, CX CONSUMERS One source Time saved Improved UX Alignment Coordination HQ, P&L, Region … Marketing, Comm’s Time Saved Less emails, less “bothering” people Quality improvements to content Insights Inventory, Operations, Reach CREATORS Visibility Into what is being created, by whom One source Calendars, versions, archives – ALL
  38. 38. © 2018 General Electric Company - All rights reserved Tomorrow 38 Digitized content operations to improve productivity, CX More data Less content More impact Machine learning
  39. 39. © 2018 General Electric Company - All rights reserved 39 Our world is changing. So must our processes. © 2018 General Electric Company - All rights reserved
  40. 40. © 2018 General Electric Company - All rights reserved 4040 © 2018 General Electric Company - All rights reserved A manifesto for content operations Source: Beth Comstock, “Welcome to the Emergent Era” Organize around information flows Provide teams access to real time data that they can act on Seek and tolerate both positive and negative feedback Replace long lists of rules with good MO Provide a vision and a path to achieve it Ditch hierarchy in exchange for the network Get used to living in the “in between” Help teams deal with change and move forward Support and reward AQ (adaptability)
  41. 41. © 2018 General Electric Company - All rights reserved 4141 © 2018 General Electric Company - All rights reserved END GOAL A content ecosystem where the sum is greater than the parts, where order emerges from chaos

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