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P&G Alumni Network Atlanta Chapter 8-16-17

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P&G Alumni Network Atlanta Chapter 8-16-17

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P&G Alumni Network Atlanta Chapter 8-16-17

  1. 1. Steve Cook President Harris Fogel David Grocer Michael Lanning Linda Wunderlich Darlene Tobin Co-President Joe DeLapp Brian HankinLalit Durante Ricardo Shelley Your Atlanta Chapter Board Serving You Welcomes You to Program 7!
  2. 2. 1/12/16: Kip Knight, President H&R Block Retail Rob Lynch, President, CMO, Arby’s 4/20/16: Proven Best Practices From Entrepreneurs & Innovators That You Can Apply To Your Business 9/7/16: Cheryl Bachelder, CEO, Popeyes Louisiana Kitchen 11/3/16: Jamie Turner, CEO, SIXTY Marketing 4/13/17: ARKE - Today’s Top 3 Trends in Marketing Technology 6/6/17: How to Make Executive Search Work for You Who has been to one of our 6 programs?
  3. 3. Why do we produce P&G Alumni Network programs? Maximize Our Potential Networking Knowledge Biz Dev Friends Fun
  4. 4. Future Programs Q1 2017 Jim Stengel Former Global Marketing Officer P&G 10/24/17 John Costello Former President Global Marketing & Innovation Dunkin’ Brands
  5. 5. Predicting The Turn Host Strategic Tech Partner Dave Knox Managing Director WPP Ventures, CMO, Rockfish
  6. 6. Dave has chosen Cintrifuse. We will donate $200 + your generous contributions. Dave Knox Managing Director WPP Ventures, CMO, Rockfish
  7. 7. Thank you to our 8/16 program leaders Ricardo, Linda & Lalit Ricardo Shelley Linda Wunderlich Lalit Durante
  8. 8. Thank you to our Corporate host providing tonight’s delicious dinner & drinks … & to Ricardo for leading. Ricardo Shelley
  9. 9. EXPERIENCE. RESULTS. 2017 Strategic Tech Topic Partner
  10. 10. EXPERIENCE. RESULTS. BrandTech is the new MarTech Margaret Wise | Arke | VP, Strategy mwise@arke.com www.linkedin.com/in/mgtwise
  11. 11. Bold New Branding/ Same Old Taste? MarTech: Leveraging of technology for marketing purposes BrandTech: Leveraging of technology for marketing purposes
  12. 12. Isn’t BrandTech really just for digital companies?
  13. 13. Let me explain the difference MarTech- interruptive BrandTech- frictionless
  14. 14. How about clothes as Personal Trainers?
  15. 15. Even your vacation is a BrandTech Experience
  16. 16. Attract Start with the basic buyer journey points Retain Convert Advocate Close Customize to your business
  17. 17. Ask the right questions
  18. 18. Create Benchmark Scores
  19. 19. Know the data Service Requests / Driver & Shipment Data / Strategic Partner Data How is the data passed from person-to-person? How manages and updates data? How accessible is it? Is the data structured or unstructured? Where is your data located? What condiCon is data in?
  20. 20. Find Insights Define a model for measurement and follow It. L1: Clicks •  Can we drive traffic to our digital properties? •  Requires analytics on your website (confirm source) L2: Conversions •  Can we convert our visitors via form, chat, call •  Requires analytics on your website (form submission, unique web, 1-800 number) L3: Nurture to MQL •  Can we measure conversions to marketing qualified lead (MQL) •  Requires analytics on website & marketing automation platform L4: Open Opportunities •  From MQL to an open Opportunity •  Requires web analytics, marketing automation platform and customer relationship management. L5: New Customers •  Opportunity through sales stages to closed and won •  Requires proper CRM configuration and integration with marketing automation L6: Customer Lifetime Value • After the first opportunity, can we see every dollar the client spends with us •  Requires integration between TMS/ERP to CRM platform
  21. 21. Lead your team to deliver great experiences
  22. 22. Who is ARKE?
  23. 23. •  Founded 2005 by Eric Stoll & Chris Spears •  Sitecore Partner since 2006 (Platinum Partner since 2015) •  July 2017, Forrester names Arke one of the “most important” digital experience service providers in the industry •  85 full time employees, plus a bench of dedicated North American and offshore Sitecore certified contractors (with “known” skillsets) •  Over 300 projects delivered with a 94% retention rate Among the Top Digital Experience Service Providers
  24. 24. Marketing Technologists & Experience Designers 85 consultants co-creating with our customers (12 in Eastern European Delivery Center) A Loyal Partner 300+ Projects with a 94% client retention rate Deep MarTech Relationships Extremely close with our software partners Innovators We are constantly evolving our People, Processes and Technology to keep up with client expectations Margaret Wise | Arke | VP, Strategy mwise@arke.com www.linkedin.com/in/mgtwise
  25. 25. Can Atlanta benefit from ‘Predicting The Turn’ dynamics?
  26. 26. PREDICTING THE TURN D A V E K N O X
  27. 27. V S
  28. 28. V S
  29. 29. Digital Marketing Digital Business Models V S
  30. 30. Now it’s about managing disruption. It used to be about fighting over market share.
  31. 31. Now it’s digital as a model. It used to be digital as media.
  32. 32. Now it’s about infinite shelves & free shipping.  It used to be about shelf space.
  33. 33. “There is a dramatic leveling of the playing field. The advantages of scale that guaranteed success in the post-war era just don’t matter very much when advertising is cheap, shelf space is infinite, and shipping is free.” The State of Technology at the End of 2016
  34. 34. T H E F L O P T H E T U R N T H E R I V E R
  35. 35. I Venture as R&D II Dominos III Total Available Market IV Market Intelligence
  36. 36. I Venture as R&D II. Dominos III. Total Available Market IV. Market IntelligenceI. Venture as R&D
  37. 37. Nestle Marketing Procter & Gamble Unilever PepsiCo Coca-Cola R&D 20% 2% 2% 11% 8% 2% 12% 1% 4% 1% Marketing vs R&D Budgets of Largest CPG Companies I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market
  38. 38. II. Dominos IV. Market IntelligenceIII. Total Available MarketI. Venture as R&D Marketing lever PepsiCo Coca-Cola R&D 8% 2% % 1% 4% 1% 4.3B 15B
  39. 39. II. Dominos IV. Market Intelligence PhD and top technical talent are increasingly looking to startups for the opportunity to be part of the next big idea. III. Total Available MarketI. Venture as R&D
  40. 40. II DOMINOS I. Venture as R&D IV. Market IntelligenceII. Dominos III. Total Available Market
  41. 41. 29 Dominos 2625 27 28 29 I. Venture as R&D IV. Market Intelligence Lorne Whitehead III. Total Available MarketII. Dominos
  42. 42. IV. Market IntelligenceI. Venture as R&D The speed of change is always accelerating. And the dominos will continue to fall closer and closer to your bottom line. III. Total Available MarketII. Dominos
  43. 43. III Total Available Market I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market
  44. 44. I. Venture as R&D II. Dominos IV. Market Intelligence 1920 2016 III. Total Available Market
  45. 45. “Saying that you’re aiming for x% of a $ybn industry is unambitious — great companies change the y, not the x.” Benedict Evans - “Ways to Think About Market Size” I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market
  46. 46. IV Market Intelligence I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market
  47. 47. Subscription e-Commerce First Fundings 2010 2011 2012 2013 I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market
  48. 48. I. Venture as R&D II. Dominos “Develop a sense of how and when the future will happen, and share that foresight with key stakeholders throughout the corporation. The ability to see the future of your industry before it happens.” Scott Lenet - co-founder of Touchdown Ventures III. Total Available Market IV. Market Intelligence
  49. 49. T H E T U R N How do you Predict the Turn?
  50. 50. “We all know that if you swing for the fences, you’re going to strike out a lot, but you’re also going to hit some home runs. The difference between baseball and business, however, is that baseball has a truncated outcome distribution… Jeff Bezos - Amazon, 2015 Shareholder Annual Letter
  51. 51. …When you swing, no matter how well you connect with the ball, the most runs you can get is four. In business, every once in a while, when you step up to the plate, you can score 1,000 runs.”  Jeff Bezos - Amazon, 2015 Shareholder Annual Letter
  52. 52. # T H E T U R N Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors
  53. 53. “You can fight the end and that will probably not turn out well. Or you can acknowledge that this is happening. This is real, serious, and going to change your world.” Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors John Zimmer - President and co-founder, Lyft # T H E T U R N
  54. 54. Invest in Change Partners in Innovation Disrupt the DisruptorsInnovation Driven Acquisition # T H E T U R N MapMyFitness Endomondo MyFitnessPal
  55. 55. “We invest on the side of change.” Marc Andreessen Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors # T H E T U R N
  56. 56. Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors # T H E T U R N
  57. 57. Partners in Innovation “Startups are like water. They will take the easiest path down the hill.” Phin Barnes - First Round Capital Innovation Driven Acquisition Invest in Change Disrupt the Disruptors # T H E T U R N
  58. 58. Partners in InnovationInnovation Driven Acquisition Invest in Change Disrupt the Disruptors # T H E T U R N
  59. 59. “Everybody talks about disruption until you actually f***ing disrupt something and then everybody freaks the f*** out.” Shane Smith - Founder of Vice Media Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors # T H E T U R N
  60. 60. Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors # T H E T U R N
  61. 61. COMPANY ACQUIRE INVEST PARTNER DISRUPT THE DISRUPTOR VENTURES HATCH-HOUSE
  62. 62. "The sooner you stop fighting the present, the sooner you can get to work on figuring out the future." David Heinemeier Hansson - Creator of Ruby on Rails

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