2014 phillyforce keynote
DESCRIPTION
Keynote for the PhillyForce 2014 conference during Philly Tech WeekTRANSCRIPT
CRM In the Information Age
Michael Fauscette Group VP, WW Enterprise Software Research
@mfauscette
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Transactions
Sales Force Automation Marketing Automation Customer Service
Decisions Relationships
Customer Relationship Management
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Transactions
Sales Force Automation Marketing Automation Customer Service
Decisions Relationships
Customer Relationship Management Customer Managed Relationships
The Information Revolution
Economic changes
Technology changes
Social Changes
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Expectations
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And…
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Information is “out of the barn”
Explosion of Technology – Mobile, Social, Cloud, Analytics
Consumerization
“Telling” isn’t Credible
Cold Calling is Impossible
CRM
§ Customer Experience
§ Community and Content
§ The Mess that is Digital Marketing
§ Service / Sales / Marketing being redefined by 3rd Platform Technologies (Mobile, Social, Cloud, Big Data/analytics and IoT)
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Applications to Enable Experiences
Customer Experience Management (CXM)
Employee Experience Management (EXM)
Partner Experience Management (PXM)
ESN
and
Inno
vatio
n M
anag
emen
t
Dig
ital C
omm
erce
Soci
alyt
ics
Cloud
Mobile
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Communities
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Sales and Marketing
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Conversation based on mutual need and trust
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Circle of Trust
Optimized for the “quote”
Optimized for building trust / creating value
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Sales Marketing Service Engagement
Move from “automation” to orchestration
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IDC’s 2014 Marketing Technology Map v1.0 = 78 categories
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Moni- toring
Pub- lishing
Content Mktg
Platforms
Mobile Apps
Ad Buy Optimization
Off Line Ad Mgmt
Display Ad Mgmt
Location Based
Mobile Ads Other
Mobile Retargeting
Search Ad Mgmt
Web Content Mgmt (WCM) Mobile Web SEO
Chat Social Login/ Sharing
Community Mgmt
On Line Video
Platforms
Customer Portals
Search Content
Mktg Platforms
Recom-mendation Engines
Tag Mgmt
Personal-ization
Web Retar-geting
Web Ads
Other
Social Ad Mgmt
Search Ad Mgmt
On Line Video Ads
Web Display
Ad Mgmt
Clientelling eCommerce Platforms
Merchan-dising
Social Commerce
Real Time Offers
On Line Catalogs
Mobile POS
Integrated Mktg
Mgmt Mobile Apps Email Mktg
Tele-marketing Direct Mail SMS/
Text
Online
On Site
AR/PR Mgmt
Loyalty/ Gamifi-cation
Direct Sales
Tools & Portals
Partner Relation-
ship Mgmt
Monitoring
Publishing
Digital Publishing
Graphic & Web Design
A/V Authoring
Tools
Diagram- ming
Office Apps Surveys
Cat/ Cluster Engines
Lang Analysis
Q&A Engines
Digital Asset Mgmt (DAM)
Doc Mgmt Market Intell
Mktg Dataware-
house
Data Mgmt
Web Analytics
Social Media
Analytics
Predictive Analytics
Segment-ation
Reporting/BI MRM
Budget/ Plan/ Track
Web Confer-encing
Team Collabor-
ation
Project Mgmt
Instant Commun-ications
Ent Social
Networks
Email Apps
Rich Media Search Text Analytics
Competitive Intell
Customer Intell
Enblmnt Social Mktg Other Events Direct Mktg Digital Commerce
Portals CMS
Content Search and Analytics
Authoring and Publishing Website Mgmt
Web Ads
Mobile Ads Advertising
Other Ads
Mktg Data Mgmt Analytics MRM Collaborative Apps
Interaction Content
Data and Analytics Mgmt and Admin
Listening
Content Creation
Content Curation
Identify "Events"
Support Purchase Process
Support Ongoing
Relationship
Customer Community
Inbound Marketing
Community
CX Modeling - Buying
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Need Brand Awareness
Education Evaluation
Decision Purchase Advocate
Connected Experiences
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Customer Service Redefined
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Customer Experience Model
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Want or
Need
Personal Network
Brand Awareness
Evaluation / Education
Decision
purchase
Customer Community
Advocate
Customer Service
customer
Michael Fausce,e Group Vice President So7ware Business Solu:ons mfausce,[email protected] @mfausce,e about.me/mfausce,e
Thank You
Blog: www.mfauscette.com IDC Social Business Blog https://idc-insights-community.com/groups/it_agenda/social-business