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The Future of Sales - Disrupt, Align and Connect to Your Customer's Journey

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What's the most powerful thing you produce? An engaged customer!

Jamie Anderson, CMO, SAP Hybris shares with a Selling Power Magazine Sales 3.0 Conference audience the way in which to harness the power of change to disrupt the selling environment.

For more about SAP Hybris Sales Cloud, visit: http:www.hybris.com/sales

The Future of Sales - Disrupt, Align and Connect to Your Customer's Journey

  1. 1. May 2017 Jamie Anderson, Senior Vice President & CMO, SAP Hybris The Future of Sales: Disrupt, Align, and Connect to Your Customer's Journey
  2. 2. 2© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ “The only thing that’s changed is everything” - Tim Cook, CEO of Apple
  3. 3. SCOTTISHPOWER
  4. 4. 4© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ “By 2018, one third of the top 20 in every industry will be disrupted by digitally transformed competitors.”Frank Gens, Chief Analyst, IDC
  5. 5. 5© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Outcome-based business models are disrupting all industries TransportationSportswear GPS and Navigation Retail Hardware EnergySoftwareMedia & Entertainment Consumer Products Food & Beverage
  6. 6. 6© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Welcome to the digital economy. DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY 1900 1950 2000 SCARCITY ABUNDANCE DESIRE ENGAGEMENTPRODUCTS
  7. 7. 7© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Change is happening – fast. DIGITAL ECONOMY 2000 2005 2010 2017 25 BillionSongs Sold on iTunes iPhone Introduced Facebook Launches 888 Million Internet Users LinkedIn Launches 2015 3.6 Billion Internet Users 2.32 Billion Smartphone Users 467 Million LinkedIn Users 1.87 Billion Facebook Users 304 Million Internet Users iPod / iTunes Introduced 1.97 Billion Internet Users
  8. 8. 8© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ And it’s only getting faster. 75 YEARS 38 YEARS 13 YEARS 4 YEARS 3.5 YEARS 3 YEARS 2.5 YEARS 19 DAYS TIME TO REACH 50 MILLION USERS
  9. 9. 9© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Business Agility is Key There are 1.55 BILLION FACEBOOK USERS 1.91 BILLION SMARTPHONE USERS 400 MILLION LINKEDIN USERS And Yet of businesses are ready to support a mobile-first engagement with customers 17% of businesses’ existing CRM systems have no way to track customer social media interactions 76.3% of businesses still can’t be contacted by social media 56.6% BeyondCRM Research (SAP) – January 2016 !
  10. 10. 10© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Customers are harder to engage than ever. of online ads are ignored. of the buying process is completed before a first interaction with sales. of consumers abandoned a purchase due to a poor service experience. Source: Google Source: Customer Executive Board Source: American Express Global Barometer 99.76% 57% 60%
  11. 11. 11© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ THIS IS NOT YOUR CUSTOMER’S JOURNEY Awareness Interest Desire Action
  12. 12. 12© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ EACH CUSTOMER CHOOSES THEIR OWN ADVENTURE CHANGE ADDRESS DISCOVER NEED RECEIVE OFFER POST REVIEW MAKE PAYMENT JOIN GROUPS SHORTLIST TRACK ORDER BUY RECEIVE PACKAGE SET UP PHONE MISSING ITEM NETWORK ISSUE FIX ISSUE RESTART SERVICE BILLING ISSUE LOYALTY BONUS RECEIVED OFFER WEB TV DIGITAL ADS PRINT SOCIAL SEARCH KW/ADS REVIEWS RETAIL STORE CONTACT CENTER EMAIL SOCIAL CONTACT CENTER SUPPORT PORTAL CONTACT CENTER SOCIAL BRANDED COMMUNITY CONTACT CENTER CONTACT CENTER RETAIL STORE AWARENESS INTEREST CONSIDERATION ACTION USE ACTION ADVOCACY ADVOCACY CONSIDERATION USE SUPPORT PORTAL WEB SHOP RETAIL STORE REFER FRIENDS EMAIL SOCIAL WORD OF MOUTH WEB SITE WORD OF MOUTH WEB SHOP RESEARCH WEB WEB SHOP DISCOVERY
  13. 13. 13© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ *** ANONYMOUS*** IP Address Topic: CRM Sales Putting the customer at the center E-mail Website ACTION SETUP APPT CONTRACT SIGNED CROSS SELL OFFER/ SOLUTIONE-mail Demo INTEREST Evaluates Offer ACTION Purchases the solution Status: Won Revenue: $$$ Products: Marketing, Sales Opportunity: $$$ Salesperson: John Smith Event System Customer: APEX Contact: Sam Jones Session: CX Timeframe: 3 months CONVERT OPPTY Assets: Customer Case Study Budget: $$$ Appointment: Scheduled Status: Opportunity PERSONAL OFFER PERSONAL CONTENT INTEREST Evaluates Solutions Customer: APEX Contact: Sam Jones Contact: Frank Kim Email: sjones@apex.com IP Address Topic: CRM Sales Product: Mobile SFA Offers 30 day Free Trial **IDENTITY CONSOLIDATED ** Trade Show Word of mouth ATTENDS EVENT PHONE Inside Sales Qualifies Lead CONSIDERATION MEETINGS/ BRING IN KEY INFLUENCERS CONSIDERATION Sales Meetings/Follow Up PHONE ROI Study IDENTIFY NEED AWARENESS Need better business insight into sales Online Reports Sales Reports Low Adoption DISCOVERY Sales Solution Reviews Search Website Sets up account SIGNS UP
  14. 14. 14© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ COLLABORATION IS KEY. BREAK DOWN SILOS.
  15. 15. 15© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Optimizing the marketing and sales relationship helps grow revenue 32% faster year-over-year Source: Aberdeen
  16. 16. 16© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Content to Conversion
  17. 17. 17© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Create a seamless digital customer journey path DISCOVER GAIN TRUST CONVERT 65% REDUCTION IN CHANNELS 1SINGLE IDENTITY 100% 40xREACH 100% 60% HIGHER CONVERSION RATE § Enable users to consume more content to build trust and engage within ONE Identity § Potential to reach 40X more users § Increase relevancy of content utilizing listening scorecard § Increase number of SAP CEC bloggers § Clear CTA for users at different stages § Apply flexible trust level data requests strategy on all platforms for all offers LISTENING
  18. 18. 18© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ TARGET AUDIENCES AWARENESS Drive content consumption EVALUATION Build trust PURCHASE Attract with offers Promote Drive Traffic Engage Map channels & content journeys Engage Amplify Drive Traffic Promote Amplify Future of Customer Engagement & Commerce BRAND WEBSITES EVENTS DIGITAL HUBS OFFERS DIRECT SEARCH CONTENT DRIVEN SEARCH CHANNEL BROADCAST / ENGAGEMENT CHANNEL
  19. 19. 19© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Demand to Revenue – measure of sales & marketing alignment
  20. 20. 20© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Demand Signals Customers & prospects who “find” SAP Hybris via a multitude of channels, based on what they are interested in. Demand to Revenue Marketing needs to deliver more campaigns, with digital execution at massive scale. We follow-up on ALL demand signals. Real, meaningful lead nurture. Pipeline/Revenue Marketing will deliver 30% of pipeline in 2017, increasing as D2R matures. Sales closes. Demand to Revenue Capture, engage, and nurture ALL demand signals to achieve Cloud scale
  21. 21. 21© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Best-in-Class organizations are: Aberdeen Research – Best in Class Companies align marketing and sales Align marketing & sales with common goals/KPIs 57% More likely to ensure always-on availability of marketing- generated sales content More likely to track marketing campaign results on subsequent sales activity 38% 25% “Marketing/Sales Alignment Who is Agile Enough To Win” www.hybris.com/TransformSales Aberdeen Group
  22. 22. 22© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ SCOTTISHPOWER SO, WHAT ABOUT EXPERIENCE?
  23. 23. 23© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ EVERY CHANNEL IS A SERVICE CHANNEL
  24. 24. 24© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ SOURCE: 2015 Watermark Consulting Customer experience leaders outperform the market. 8-Year Stock Performance of Customer Experience Leaders vs. Laggards vs. S&P 500 (2007-2014) 107.5% Customer Experience Leaders 72.3% S&P 500 Index 27.6% Customer Experience Laggards CumulativeTotalReturn
  25. 25. 25© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ WHAT IS THE MOST IMPORTANT THING YOU PRODUCE?
  26. 26. 26© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ AN ENGAGED CUSTOMER.
  27. 27. 27© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 4 Takeaways Be the Change. Get disruptive. Use real-time insights, ML/AI, to sharpen your sales and marketing focus. Share common KPIs. Re-imagine engagement. Think Digital First! Place the customer at the heart of everything you do
  28. 28. Jamie Anderson Senior Vice President & CMO, SAP Hybris @collsdad www.hybris.com Thank You

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