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

Content Operations
Behind the scenes at GE’s content revolution
Kristin Fallon
Marketing Communications Executive
GE Power

© 2018 General Electric Company - All rights reserved
• About us
• State of business…
State of content
• GE Power business case
• Q&A
AGENDA
2

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

I find out what
the world needs …
then I proceed to
invent it.
Thomas A. Edison
4

Consulting
Operations
Sales
Commercial Excellence
Strategic Marketing
MarComm

6

7
“Content” = content driving the sales funnel
eCommerce
Call
centers
Services
After Sales (OTR)
Social
Digital
Proposals
(ITO)
PR/Media
Marketing
Sales
Customer
Experience

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

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

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
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
Our world is changing … so must our processes
11

GE Power business case
2015-present

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
+

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

Step 3 Engage all stakeholders
15
Marketing Communications
Sales
Operations
Sales
Executive
Sponsors
User Groups

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!”

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

Strategize
Plan
Create and
Collaborate
Distribute
Analyze
18
Launch!

Phase 1: Distribution

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

© 2018 General Electric Company - All rights reserved© 2018 General Electric Company - All rights reserved
22
Phase 2: Planning and creation

Content creator “digital sandbox”
2323

Content creator “digital sandbox”
2424

Analytics
2525
• Inventory
• Operations
• Internal and external reach

© 2018 General Electric Company - All rights reserved© 2018 General Electric Company - All rights reserved
26
Phase 3: Reflect and learn

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
Pilot team usage
Strong start transitions to steady decline
# visits per
week
Outliers – mass migration of
assets for CRM integration

29
Pilot team collaboration
Team usage dropped but collaboration jumped … why?
# of
comments
made per
week

You are not just adding a TOOL,
you are CHANGING a CULTURE
30

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
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
Stop old
processes
and tools!

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

The old way
35
HOURS
or
DAYS
Raj
Tanya
Veronique
Paul

The new way
36
Raj
Kapost
MINUTES

Today
37
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

Tomorrow
38
More
data
Less
content
More
impact
Machine
learning

39
Our world is changing. So must our processes.

4040
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)

4141
END GOAL
A content ecosystem where the sum is greater than the parts,
where order emerges from chaos

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

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

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