The document outlines the importance of digital marketing for business growth and competitiveness, emphasizing the need for transformation over incremental changes. It highlights strategies for managing customer relationships, leveraging big data, and aligning marketing efforts with customer demands in a rapidly evolving market. Companies are urged to adopt innovative practices and to focus on customer experiences rather than merely promoting products.

1. MARKETING FOR CHANGE, GROWTH,
& EXPANSION
Copyright 2014 Whidden Flores

2. Largest
Global
Market
Analyze and
understand
what is and
isn’t working
real-time!
WHY DIGITAL?
Superior
Targeting/
Precise
ROI
metrics
Made for
lean
business
processes
Less
Expensive
More
likely to
succeed in
strategy
Minimize
losses
from
failed
campaigns
Copyright 2014 Whidden Flores

3. • Manage complex customer
relationships across a variety of
channels- digital and traditionalManage
• Respond to and initiate dynamic
customer interactions
Respond
• Extract the value from big data
to make better decisions faster/
real-timeExtract
KEY TO DIGITAL MARKET SUCCESS
Copyright 2014 Whidden Flores

4. Marketing in Digital Markets
Copyright 2014 Whidden Flores

5. DISRUPT EVOLVE MAINTAIN GROWTH
Shape the market. Don’t be shaped by it.
•Lead the digital market
•Lead the customer
•Lead the competitor
•Lead in innovation
•Lead in industry
•Lead in customer care
Does Current Digital Marketing have the Power to
Impact Business Landscapes?
Don’t sustain- GROW
Copyright 2014 Whidden Flores

6. Out of all divisions,
Marketing & Client
Management will have the
most drastic and visible
changes
Multiple
FormatsMarkets
Singular
marketing
Copyright 2014 Whidden Flores

7. “Successful companies develop a culture that just keeps moving all the time.”
– Professor Rosabeth Kanter, Harvard Business School
“When the environment changes profoundly, the maps with which we navigate it
may shift as well….Strategy tools are abstractions from reality. So, their
usefulness depends on context, their effectiveness changes with time.”
– Professor Michael Jacobides, Londond Business School

8. RADICALLY TRANSFORM YOUR
BUSINESS
Make sure your solution increases your strategic capacity to evolve.

9. Incremental change does little more than prolong/stall dealing with critical market
barriers that impact revenue. Transformational change, although initially costly, is
the only way to stay ahead of challenges.
CUSTOMER MANAGEMENT
TRANSFORMATIONS

10. Case for Change: Legacy Market Strategy
Standard go-to-market strategies are basic, limiting, and cannot compete globally in a data
driven, digital world market. These strategies do NOT target customers or manage their
needs.
Grow revenue profitability
Plan & execute all sales and
account growth strategies for
customers
Plan and execute all go-to-market
strategies
Where
to sell
How to
sell
What
to sell
CUSTOMERS NEED TO FIND GOOD PRODUCTS. GOOD PRODUCTS DON’T
NEED TO FIND CUSTOMERS
Copyright 2014 Whidden Flores

11. The Customer is King
Customer demands
it
Enterprise provides
it
Enterprise markets
it for customer
With growing focus on digital markets that quickly connect all global
markets and competitors; marketing a product is not as effective as
marketing an already requested experience (which can be a product).

12. MARKET GOALS TO CUSTOMER GOALS
Copyright 2014 Whidden Flores

13. New Market Operations Manager
Go-to-market Strategy
Digital & Mobile marketing
Brand Management & Growth
BIG PICTURE
ABSTRACT
THINKING
CREATIVE
PROBLEM
SOLVING
Big data analytics
(Adobe, SAP, SQL, CRM)
SaaS platforms
Basic HTML
SEO
Optimization
Go-to-market Strategies
Map and Manage Customer
Experience & Needs
(Digital Content Management)
Maintain robust, symmetrical
databases with enterprise
wide data
Use enterprise
data to make
leadership
actions
Measure
KPIs
(Challenge &
Improve)
SKILLS RESPONSIBILITIES
SPARK CHANGE. DEVELOP FLEXIBLE MODELSCopyright 2014 Whidden Flores

14. Marketing Should Be
•Focus on customer buying priorities,
requested demands, and common
touch point paths of clients
•What they want to see or might want
to see ALL the time
•Marketing message should reach
customer with pinpoint delivery,
cutting through online cutter
•Digital content should emphasize
cutting edge “PROS” of product
•Branding occurs at each touch point
•How can product be maximized from
customer perspective
•Does it meet go-to-market
requirements?
•Universal metadata provides
accurate data real-time and
historically
•Make reactive data driven leadership
actions to immediate changing
market or customer demands
•Use data to change behavior of
asset, product, or individual
•Use an omni channel e-commerce
solution to automate individual customer
tailoring by region & market
•User demand priority will develop through
reuse patterns
•Allows focus on geography & market
expansion
Digitally
Automated
Data
Driven
Client
Focused
Appeal to
Product
Copyright 2014 Whidden Flores

15. MULTI-FACETED APPROACH
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16. PLATFORM STRATEGY
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17. MARKETING SOCIALLY
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18. DIGITAL MARKETING TACTICS
Copyright 2014 Whidden Flores

19. Who’s In Control of Your Market’s
Future?
Copyright 2014 Whidden Flores