Winning in an age of digital disruptionTaru Jain | CEO & Founder

Helping you become future-ready

Over 15000 executives in 35+ countries have chosen us… *

* The above represents a small selection of clients

Digital disruption: What can history of technology adoption teach us?Let’s do a little exercise...

Technology adoption forces businesses to change fast

TIMETOREACH1BILLIONPEOPLE

Print

467years Telephone

114years

Web

13years

Web2.0

4years

TV

48years

Cinema

81years Radio

53years

??

Xyears

A recent PWC survey of 1,379 CEOs across the globe revealed…

§ 86% believed that technology will completely

transform their business over the next 5 years –

more than any other global trend

B2B customers expect B2C functionalities

Disruption gives us chance to think afresh of how to Go-to-Market

New or existing buyers?

New or existing products?

Key frameworks like 4Ps have changed

Product Place

Promotion Price

4Ps

Key frameworks like 4Ps have changed

Service (not Product) Access (not Place)

Engagement (not Promote)

Variable price (not fixed Price)

SAVEBy

Think Service (not just Product)

§ Provide digitally delivered services wrapped around your

products that:• Increases value proposition for your brand

• Personalise the brand

Monsanto moves beyond seed sales§ Helps farmers with optimum farming intel – when to

plant, what fertilizer…

§ Mapped nearly 30 million farming fields

§ Overlaid soil, temperature and water data

§ Adds real-time weather data

§ Added 5% yield to farmers

§ Maize yield up from 160 bushels an acre to 200

bushels – really good for margin

Personalise: Each customer receives their unique videoHelps them, helps you

Key frameworks like 4Ps have changed

Service (not Product) Access (not Place)

Engagement (not Promote)

Variable price (not fixed Price)

SAVEBy

Access (not just Placement)

§ Now you can let consumers access your brand where – and when - it suits them; not just expect them to come to where you want

Access in unexpected places – Tesco

SingPost has reimagined ‘access’ for parcel delivery through POPstations

IBM: Distribution strategy

§ Chose 7 Cloud Computing reps

§ Set up with social profiles (LinkedIn, Fb, Twitter and YT)

§ Reps created short videos of their expertise

§ Reps would upload (created or curated) content from marketing that fit

audience and product

§ Lead generation – People could meet sales reps through multiple ways

Access (not just Placement)

§ Now you can let consumers access your brand where – and when - it suits them; not just expect them to come to where you want

• Tesco Korea• SingPost POPStations• IBM – in a B2B context

Key frameworks like 4Ps have changed

Service (not Product) Access (not Place)

Engagement (not Promote)

Variable price (not fixed Price)

SAVEBy

Variable, not fixed pricing

§Dynamic pricing – volume, time of day

§ Innovative pricing plans• Subscription• Crowd purchased

§ Social currency models

Subscribe and shave – Dollar Shave Club

Crowdsourcing to buy expensive items

Social media standing determines pricing

Key frameworks like 4Ps have changed

Service (not Product) Access (not Place)

Engagement (not Promote)

Variable price (not fixed Price)

SAVEBy

Engage (don’t Promote)Engage people and use their help to shape the brand

§ Involve them meaningfully§ Work in partnership with them to increase the value proposition

§ Marketing with, not at consumers

Meaningfully engaging the expert community: Innocentive

On-demand innovation company that solves

R&D challenges

300,000 strong network of ‘solvers’ - from Australia to Alaska

Companies like P&G, Eli Lilly, Solvay use it Solves 1 out of 3 challenges that

companies cannot solve in-house

Here are some ideas submitted My Starbucks platform…

Source:UniversityofWaterlooblog

Giff Gaff is the fastest growing telco operator in UK§ Acquires an average of 400,000

members each year

§ In 2015, grew revenues by 51% to almost

£210m

§ Overall, the third largest player in the

virtual telco space – closely matching

Virgin Mobile and Tesco’s existing

customer base

Source:TheTelegraph

Key frameworks like 4Ps have changed

Service (not Product) Access (not Place)

Engagement (not Promote)

Variable price (not fixed Price)

SAVEBy

The most holistic way to engage customers is to understand this model…

Moment of Truth Model (old model)

Revised Moment of Truth Model

Let’s zoom in on Stimulus first:

Your goal? Maximize two factors

How to maximise ROI for digital reach? Precision targeting

Targeting: Rich combinations

Reaching people across ecosystems…–Email addresses

–Phone numbers

–Digital footprints on your website...

§ Bring that other world together with their social world

Now, let’s look at how to maximise Engagement:

Many emerging opportunities

Canvas - videos, carousels, product buy-buttons

New innovations: Lead ads

If we zoom in on ZMOT:

Exercise§ Form groups of 2 to 3

§ One person in group: use your Google account to log into

google.com/trends

National Instruments – B2B service for engineers§ A 1 billion dollar company; makes testing and prototyping

solutions for engineers and scientists

§ Over 30,000 customers in 91 countries

§ Have a highly engaged community of business customers

National Instruments embeds community deeply

National Instruments – B2B service for engineers

$$$ - An engaged community buys more, recommends more

3 Key Mindsets to become future-ready for a digital age

3 key mindsets of becoming future-ready

1. ‘10 is most important’2. Think MVP design3. ROL small snowballs

1. The 10 is most important

2. Think MVP design

3. ROL small snowballs

S.P.A.R.C.S – our guide to digital transformation

bit.ly/FM-SPARCS

Summary

Summary10 is most important

Think MVP design

ROL small snowballs

Winning in an age of digital disruption

Taru Jain | CEO & Founder

Please connect with me on LinkedIn