London conferences 2018: ROI of Data driven digital transformation. B2B Marketing IGNITE

1. ROI B2B MaximizationData Driven Digital Transformation Roadmap
@KevinSigliano
Professor @IEBusiness School / Partner @GoodRebels
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2. ConsumerReality Check
Companies

3. B2B Challenges 2018
Powered by Data Driven

4. 1/2 EMPLOYEE ENGAGEMENT GENERATES
80% CUSTOMER LOYALTY IN B2B.
DEMAND METRIC

5. GARTNER
CUSTOMERS WILL MANAGE 80% OF THEIR
NEEDS WITH NO HUMANS PROCESSES BY 2020.

6. KO MARKETING
30% OF PROFITS IS GENERATED BY
EXISTING CUSTOMERS.

7. EMARKETER
55% OF H2H CUSTOMERS WOULD PAY EXTRA
TO GUARANTEE A BETTER SERVICE.

8. DESTINATION CRM
REDUCING CHURN BY 5% INCREASES
PROFIT BY +100%

9. Does your company effectively solve all of
these B2B challenges?
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10. Only 10% of data.
Ginni Rometty
CEO of IBM

11. Increased Data challenges ahead

12. Datalakes are the first milestone for all
organizations with B2B challenges

13. Priorities
for the next 24 months

14. B2B Consumer Experience

15. B2B Omnichannel

16. AI + Datatech

17. powered by disruptive innovation
Your company needs
B2B Digital Transformation

18. E- Customer Experience -
M- New Business Models -
O- Operational Efficiency -
I- Business Intelligence -
Digital Transformation: Key dimensions
Digital Transformation must redesign value propositions
and generate improved operational efficiency,
intelligence, client experience and financial results.

19. Customer
Experience
B2B Best Practices of Data Driven Strategy

20. B2B Best Practices of Data Driven Strategy
Business
Models

21. B2B Best Practices of Data Driven Strategy
Operational
Efficiency

22. B2B Best Practices of Data Driven Strategy
Business
Intelligence

23. Digital Transformation B2B APPs
- E -
Experience
- M -
Business Models
- O -
Operations
- I -
Intelligence
Customer understanding
• Always on Digital insights
• Social monitoring
• Updated Customer journey
• Shared Buyer Personas
Touch Points
• Cross-channel coherence
• Customer service integrated
with monitoring
Sales / Growth
• Digital sales channels
• Predictive marketing
• Streamlined processes
Digitally-modified businesses
• Product/ service
augmentation
• Digital transition
New Digital Businesses
• Digital products/ services
• Reshaping org. boundaries
• Digital sales channels
• Innovation centers
Digital globalisation
• Enterprise Integration
• Redistribution decision
authority
• Shared digital services
Process digitisation
• Performance improvement
• New organizational workflows
Worker enablement
• Community knowledge
sharing
• Broader communication
• Digital culture training
Performance management
• Operational transparency
• Data-driven decision making
Customer Insights
• Social CRM
• Proactive monitoring
• Incorporate social
information
Organizational Efficiency
• Cross-channel tools
• Open communication and KM
Measurement
• Company-wide DT metrics
• Shared (open) dashboards
• Metrics tied to CEX

24. Digital Innovation is
ongoing journey

25. Speed is critical

26. Scorecard
Achieving Results

27. Digital 360º
Business
Client Brand
Internal Impact
Employee | Innovation

28. The Effective Dynamics
RODTO
return on objectives
RODTi :
return on investment

29. Scorecard

30. Insights of ROI
Data Driven Digital
Transformation
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31. Data Driven Digital
Transformation means
! Growth
! Agility
! Efficiency
! Profits
! Survival.©_Eckes-Granini_Produktion_Labor

32. ROI
Mckinsey Study 2016
84%
Sales
75%
Productivity
77%
Intelligence

33. ROI
University of Bath
2x
Profit
10x
Consumer
Centricity
+10%
Consumer
Satisfaction
+20%
Productivity
+59%
Innovation
-40%
Employee
Turnover

34. ROI drivers

35. Roadmap
L
Leadership
E
Engagement
A
Architecture
R
ROI
N
Net Revenue

36. EMOI driven
E
- Customer
Experience -
M
- New Business
Models -
O
- Operational
Efficiency -
I
- Business
Intelligence -

37. Leadership

39. Employee
Engagement

40. Data & Technology

41. Scorecard
Employee Innovation Productivity
Stakeholder
Engagement
Revenue Growth
Profit Collaboration Learning

42. The ROI of Data Driven
Digital TransformationKevin Sigliano
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Stay Connected @kevinsigliano
Professor at @IE Business School
ksigliano@faculty.ie.edu
For more DT ROI cases: goodrebels.com & admira.com