The future of digital purchasing, ecommerce and how it will change sales and marketing

#FROSTMAR @luisella

TRANSFORMATIVE THINKING

1.  A framework based on real life success case; how you can unleash the digital quotient of your sales & marketing team

2.  Critical factors and must have digital tools to transform sales performance, take advantage of digital platforms, and evolve customers’ purchasing behaviour

3.  Best Practices on how to guide your sales & marketing

team into redefining their relationship with the customers crafting an engaging and winning offer thanks to training, content marketing, customers data.

Top 3 Take-Aways for Participants

#FROSTMAR"@luisella"

The global Sharing Economy is the biggest financial phenomenon of the 21st Century.

Could generate a potential revenue opportunity worth $335bn worldwide (source PWC 2015)



An entire generation is growing up with new values

PARTICIPATION

SIMPLICITY

TRACEABILITY AND TRANSPARENCY

COMMUNITY

COLLABORATION AUTHENTICITY

SUSTAINABILITY

TRUST DOING WELL IS DOING GOOD

CROWDFUNDING

CREATING TOGETHER

TRANSCENDING SELF-INTEREST

AWARENESS CONSIDERATION PREFERENCE/EVALUATION ACTION/BUY LOYALTY/

REPURCHASE

IN THE MARKET

DEALERS RECOMMENDATION

ADVERTISEMENT

FRIENDS, RELATIVES…

Traditional Shopper Journey


BUY

ACCESS

USE

SUPPORT

SOCIAL MEDIA!DEALERS!CALL CENTER!

DEALERS POST BUY FEEDBACK!SOCIAL MEDIA BLOGS, FORUMS!

DEALERS!ECOMMERCE!

SOCIALMEDIA!UGC, BLOGS!FORUMS!

SOCIAL MEDIA!MOBILE!POS!

LEAVE

LOYALTY/REPURCHASE

IN THE MARKET OUT OF THE MARKET

EVALUATION

From 2009: Social-empowered Customer Journey!

DISCOVERY


STORYTELLING doesn’t mean telling stories. Content shared must be true and autenthic

TRUST

SHARE

PEER REVIEW

COM PARE

PURCHASE

DECIDE

EVANGELIZE

RESEARCH

SHARE

DISCOVER

SEARCH

RESEARCH

TRUST

AWARENESS CONSIDERATION PURCHASE

BUYER

INFLUENCER

Digital

Peers

Email

Events

Social Media

Web/Mobile

Company web/ mobile sites

Sales

PREFERENCE

LOYALTY

ACTION

AWARENESS

CONSIDERATION

Decentralised, mobile centric, micromoments driven Customer Experience

INBOUND

Want to know

Want to buy

Want to do

Want to go


Customers eXperience is today’s business benchmark.

Is it the end of branding and marketing? No. A strong brand strategy must guide the CX. The Brand is the reason to choose, the company identity, its uniqueness. Marketing is the voice of the brand both in and outside of the organization. CX role is to implement the brand promise.

TRANSPARENCY IMMEDIACY CONTEXT ON DEMAND


The goal is to strengthen the brand equity developing a broader value proposition, a personalised and trusted relationship with

customers. “Legacy strategy is for yesterday’s customers.” (B.Solis)

REPUTATION TRUST VALUE

The motto is: Radical Transparency RELATIONSHIP


Advertising, Content Marketing, Storytelling driven by transparency and authenticity. Social media strategy defined in October 2011. Now active in 9

channels. Facebook (+1.1mio fans) focus on pictures, video, timelapse, hashtag. Twitter 118K followers. Instagram 38K followers. Linkedin: logistic

groups, trade events, fairs.


Customers digital behaviour is changing much faster than

companies abilities to adapt.


““

How to deal with Digital Darwinism? A framework based on real life success cases

1.  Strategy drives Transformation. 2.  Execution embedded in Strategy. 3.  Create Entrepreneurial Culture. 4.  Champion Communication. 5.  Reshaping roles: IT&Marketing&

sales. 6.  Measure. Go back to 1.


Innovation means to be a rule breaker, not a rule taker. DARE TO CHANGE.

You can’t use yesterday’s way of working to build tomorrow’s solution. Define strategy from “future success”, with the end goal in mind not starting from today’s constraints. Transformation is driven by strategy, not by technology.


Culture eats (digital) strategy for breakfast.

Technology for lunch, and products for dinner, and soon thereafter everything else too.

(P. Drucker)

(B. Aulet)


“Culture happens whether you want it to or not. It is the DNA of the company

Culture isn’t about WHAT gets done, it’s about HOW and WHY things get done.

Culture represents 2/3 of a company’s investment in human capital.


STORYTELLING or COTENT MARKETING doesn’t mean telling stories.

Content shared must be true and autethic

TOP DOWN

THEORETICAL LENGHTLY WATERFALL IMPLEMENTATION

LEARNING AT EXECUTION

SEPARATION DESIGN/EXECUTION

WHO IMPLEMENTS DEVELOP&EXECUTE STRATEGIES TEAMS WORKSHOPS COMPLEXITY AWARE VALIDATION/TESTING

USERS NEEDS FIRST UX/UI CONSIDERED

STRATEGY EMBEDDED IN NORMAL PLANNING

STRATEGY PART OF LINE MANAGEMENT

SMALL RISK-TAKING

ORGANIZATIONAL RESISTANCE Driven largely by "baronial" resistance to redistribution of power in the organization. Dysfunctional bureaucratic incentives. Reduced risk taking by risk-averse employees in a less friendly environment.

CREATE PURPOSE

From Top-down to Lean Strategy Execution


FLAT ORGANIZATION

REWARD&FUN

NO HIPPO DECISIONS

LEARN TO MEASURE

AGILE PROJECT MGT. SILOS ORGANIZATION

STORYTELLING or COTENT MARKETING doesn’t mean telling stories.

Content shared must be true and autethic

From Calcutta to Fontainebleau forest"

SUPPORT

TRUST

SELF DISCIPLINE

Don’t change people, change the smell of the place. (Prof. Sumatra Goshal)"

CONTROL

COMPLIANCE

CONTRACT

CONSTRAINT

AMBITIONS, VALUES

CONTINUOUS LEARNING

REWARD INNOVATIVE APPROACH

FOCUS ON CREATING VALUE FOR&WITH CUSTOMERS

SERVANT LEADERSHIP

CONTINUOUS IMPROVEMENT


The Goal: everyone understands the strategy!Focus on behaviour change, not on tools.!

SHARE, ENGAGE, REPEAT. !

Pursue STRATEGIC ALIGNMENT. Involvement, not only commitment.

HOW TO: Workshops (not only with key stakeholders), appoint DIGITAL AMBASSADORS across the whole Region, Sharepoint,

Slack and alike, monthly calls, internal newsletters, webdays, training. Set rules for meetings. Remain FLEXIBLE.

!#FROSTMAR"@luisella"

CONTENT MARKETING

TRANSPARENCY

AUTHENTICITY

STORYTELLING

VALUE

RELATIONSHIP

TRUST

Sales and Marketing reshaped

INBOUND MARKETING

60%!OF CONSUMERS ARE INSPIRED TO

SEEK OUT A PRODUCT AFTER

READING CONTENT ABOUT IT

77%! 74%! 70%!

WEBINARS eBOOKS WHITE PAPERS

THE MOST EFFECTIVE CONTENT STRATEGIES CITED FOR GETTING NAMES

#FROSTMAR"@luisella" #FROSTMAR"@luisella"

Marketing Sales

Company material, training, interaction with sales reps

Contact with the brand starts early in the process.

The B2B company can control the journey through the sales reps.

Print, banner ads, PR, tutorial, OOH, fair and events, training…

Sales and Marketing roles reshaped

Past


Sales and Marketing roles reshaped

Marketing Sales Post-purchase experience

Search, company websites, social media, email marketing, blogs and forum,peers reviews, banner, fair and events, PR, ads, training…

Quote, ecommerce,

sales reps

Peers reviews, blogs, forum,

WOM…

Prospects contact the brand after as much as 80% of the buyer journey is completed. Marketing owns a much bigger piece of the lead to revenue.

Present"

#FROSTMAR"@luisella" #FROSTMAR"@luisella" #FROSTMAR"@luisella"

MARKETING, CSR, IT AND SALES WORK TOGETHER. CRM integrated with Marketing automation tools, ERP,

brand websites, eCommerce and their analytics.


“To be competitive in the Digital Darwinism era is a must to change the

HOW TO “

37%! 43%! 72%!

THINK IS NOT USEFUL

USE HALF FEATURES

DIFFICULT TO USE

15%!INCREASE OF SALES REP PRODUCTIVITY WITH CRM MOBILE

APPS

20-40%!INCREASE OF CUSTOMER

SPENDING IN THEIR NEXT INTERACTION

CRM BENEFITS" SALES REP. ON CRM"

Digital skills not confined to Digital team"

Define future skills requirements"Undertake skills gap asessment"

Bridge the GAP"Keep up to speed: evaluate and evolve"


LEARNING CULTURE: EVERYONE BECOME A STUDENT AGAIN

Why should I spend my time

on data input?

When I do know my customer since years?



1. Need insights to plan for splitting time between prospects and existing customers effectively

2. Prospects are normally happy with suppliers and identifying the right prospects ready for change is a challenge

3. Marketing does not provide qualified leads. Need to make newsletters more effective.

4. Need to make interactions with systems easy and simple. Have too many databases and tools to work with.

5. Prospect lists are not loaded in SFDC today

6.  Call reports require too much information and are not actionable. Sharing via email does not send attachments and only 1 customer contact can be picked.

7.  Need more support from technical reps 8.  Offer/Quotation process not simple and

finding an offer after sometime is time consuming

9.  Alerts to remind sales reps about an open offer/quotation or if customer has not ordered in a few months

10.  Route planning for customer and prospect meetings is very manual

11.  Need an easy way to access product collateral, presentations and case studies to prep for customer meetings

12.  Easier way to access TDS and other product technical information

13.  Pricing model is too complex and price list updates sent via email

IDENTIFY PROSPECTS, MEETINGS NEW

CUSTOMERS

EXISTING CUSTOMER MEETINGS, OFFERS AND

REVENUE GROWTH

NEW OPPORTUNITY IDENTIFICATION

14.  Opportunities are not consistently entered for all opportunities greater than 5000 Euros. Reasons for win or loss not captured consistently and shared.

15.  New product requests are not supported well by the organization

ACCOUNT AND TERRITORY PLANNING

16.  To help with territory planning need a dashboard to see complete 360 degree view of customer, sales volume, last order, last open invoice, past dues, sales history this year vs. last year by product

17.  Ability to easily identify whitespaces – product recommendations based on sales at other similar customers; Cross-sell/up-sell recommendations

18.  Weekly sales reviews require reports using spreadsheets

19.  Need better customer data on competitors and products purchased for proactive account planning

CRM&Sales Rep: Key Pain Points


20.  Spending a lot of time following up on complaints"

21.  Handling language issues with French center"

22.  Need to follow up via email and phone with a lot of internal departments"

23.  Not easy to search for best practices based on how other sales people have handled certain situations for a customer"

37. Simplify forms and reduce fields"

ACCOUNT RELATIONSHIP MANAGEMENT

24. Creating new customers in SAP is a long process and need to reduce the cycle time!

38. Account data synchronization between SAP and SFDC. Customer hierarchy is different between the systems. Changes are complicated and manual!

39. Salesforce.com and Talend integration for customer master synchronization. Talend not acessible via mobile/tablet devices!

NEW CUSTOMER ONBOARDING

25.  Complex process to create an offer – check product code in SAP, Pricing in spreadsheet and then create offer in SFDC!

26.  Offers are sent from SFDC via email and are difficult to find, also attachments are not saved!

27.  To override a price, they have an approval process in SFDC. But even if the price is approved, the sales office has to reconcile an exception spreadsheet they get from HQ on a monthly basis that takes time."

28.  Pricing approval process takes too long. There are too many requests and approval processes."

29.  Need ability to easily attach an email to an account or case to reduce data entry"

INQUIRIES, OFFERS, PRICING & ORDER ENTRY

30.  Response to customers delayed due to limited availability of product management!

31.  Communication to product management is only via email and not linked to customer record!

32.  Repository of TDS does not exist for sales reps and sales office to quickly find them. Finding documents in SFDC is not easy.!

33.  Knowledge base of technical support FAQ to reduce dependence on product management!

34.  Sending an alert/reminder on a complaint after a specified number of days of creation will help ensure follow up"

CUSTOMER CASE, TECHNICAL SUPPORT AND

COMPLAINT HANDLING

CRM&Sales Rep: Key Pain Points


9

3

1

4

12

10

15 16

6

5

11 8

Bus

ines

s Va

lue

Ease of Execution

CRM Solutions Value Map

“Must Haves”

“Low Hanging

Fruit”

“Lower Value and Harder to Implement”

“Quick Hits”

1.  Mobile Application 2.  Account and Territory Planning 3.  Route Planning 4.  Content Management and

Sales Enablement 5.  Simplify Call Report process 6.  Opportunity to Quote/Offer

solution 7.  Collaboration through Chatter 8.  Case with SLAs 9.  Integration with MS Outlook 10.  Sales reviews with

Dashboards 11.  Customer Story Tool 12.  Lead Mgmt and Scoring 13.  Customer on-boarding 14.  Simplify Pricing model 15.  Simplify Credit and Debit

notes 16.  Simplify Lab work requests

1.  Management active users of CRM 2.  Sales reps involvement (pain points, features definition) 3.  Simple interfaces, UX and UI centered 4.  Mobile app/access in mobility 5.  Continuous processess simplification 6.  Rewarding system, advancement opportunities 7.  Development Training based on personal strengths 8.  Involve CSR, recognize their critical role 9.  Persistent execution 10. Learn to measure. Clear Objectives and KPIs. 11. Go beyond NPS.


HOW TO UNLEASH THE DIGITAL FACTOR

[email protected]!@luisella" linkedin.com/in/luisellagiani"

Luisella Giani!

Date post:	14-Feb-2017
Category:	Marketing
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