the future of sales - disrupt, align and connect to your customer's journey
TRANSCRIPT
May 2017
Jamie Anderson, Senior Vice President & CMO, SAP Hybris
The Future of Sales: Disrupt, Align, and
Connect to Your Customer's Journey
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“The only thing that’s
changed is everything”- Tim Cook, CEO of Apple
4© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
“By 2018, one third of the top
20 in every industry will be
disrupted by digitally
transformed competitors.”Frank Gens, Chief Analyst, IDC
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Outcome-based business models are disrupting all industries
TransportationSportswear GPS and Navigation
Retail
Hardware EnergySoftwareMedia & Entertainment
Consumer Products
Food & Beverage
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Welcome to the digital economy.
DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950 2000
SCARCITY
ABUNDANCE
DESIRE ENGAGEMENTPRODUCTS
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Change is happening – fast.
DIGITAL ECONOMY
2000 2005 2010 2017
25 BillionSongs
Sold on iTunes
iPhone
Introduced
Launches
888 Million
Internet Users
Launches
2015
3.6 Billion
Internet Users
2.32 Billion
Smartphone
Users
467 Million
LinkedIn Users
1.87 Billion
Facebook Users
304 Million
Internet Users
iPod / iTunes
Introduced
1.97 Billion
Internet Users
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And it’s only getting faster.
75 YEARS
38 YEARS
13 YEARS
4 YEARS
3.5 YEARS
3 YEARS
2.5 YEARS
19 DAYS
TIME TO REACH
50 MILLION
USERS
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Business Agility is Key
There are
1.55 BILLION
FACEBOOK USERS
1.91 BILLION
SMARTPHONE
USERS
400 MILLION
LINKEDIN USERS
And Yet
of businesses are ready
to support a mobile-first
engagement with customers
17%of businesses’
existing CRM systems have
no way to track customer
social media interactions
76.3% of businesses still
can’t be contacted
by social media
56.6%
BeyondCRM Research (SAP) – January 2016
!
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Customers are harder to engage than ever.
of online ads are
ignored.
of the buying process is
completed before a first
interaction with sales.
of consumers
abandoned a purchase
due to a poor service
experience.
Source: Google Source: Customer Executive Board Source: American Express Global
Barometer
99.76% 57% 60%
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THISIS NOTYOURCUSTOMER’S JOURNEY
Awareness
Interest
Desire
Action
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EACH CUSTOMER
CHOOSES THEIR
OWN ADVENTURE
CHANGE
ADDRESS
DISCOVER
NEED
RECEIVE
OFFER
POST
REVIEW
MAKE
PAYMENT
JOIN
GROUPS
SHORTLIST
TRACK
ORDER
BUYRECEIVE
PACKAGE
SET UP
PHONE
MISSING
ITEM
NETWORK
ISSUE
FIX
ISSUE
RESTART
SERVICE
BILLING
ISSUE
LOYALTY
BONUS
RECEIVED
OFFER
WEB
TV
DIGITAL
ADS
SOCIAL
SEARCH
KW/ADSREVIEWS
RETAIL
STORE
CONTACT
CENTER
SOCIAL CONTACT
CENTER
SUPPORT
PORTAL
CONTACT
CENTER
SOCIAL
BRANDED
COMMUNITY
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
AWARENESS
INTEREST
CONSIDERATION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
SUPPORT
PORTAL
WEB
SHOP
RETAIL
STORE
REFER
FRIENDS
SOCIAL
WORD OF
MOUTH
WEB
SITE
WORD OF
MOUTH
WEB SHOP
RESEARCH
WEB
WEB SHOP
DISCOVERY
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*** ANONYMOUS***
IP Address
Topic: CRM Sales
Putting the customer at the center
Website
ACTION
SETUP APPT
CONTRACT
SIGNED
CROSS SELLOFFER/
SOLUTIONE-mail
Demo
INTERESTEvaluates Offer
ACTIONPurchases the solution
Status: Won
Revenue: $$$
Products: Marketing, Sales
Opportunity: $$$
Salesperson: John Smith
Event System
Customer: APEX
Contact: Sam Jones
Session: CX
Timeframe: 3 months
CONVERT
OPPTY
Assets: Customer Case Study
Budget: $$$
Appointment: Scheduled
Status: Opportunity
PERSONALOFFER
PERSONALCONTENT
INTERESTEvaluates Solutions
Customer: APEX
Contact: Sam Jones
Contact: Frank Kim
Email: [email protected]
IP Address
Topic: CRM Sales
Product: Mobile SFA
Offers 30 day Free Trial
**IDENTITY CONSOLIDATED **
Trade Show
Word of
mouth
ATTENDS
EVENTPHONE
Inside Sales Qualifies LeadCONSIDERATION
MEETINGS/BRING IN KEYINFLUENCERS
CONSIDERATIONSales Meetings/Follow Up
PHONE
ROI Study
IDENTIFY
NEED
AWARENESS
Need better business insight into sales
Online
Reports
Sales
Reports
Low
Adoption
DISCOVERYSales Solution
Reviews
Search
Website
Sets up accountSIGNS UP
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COLLABORATION IS KEY.
BREAK DOWN SILOS.
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Optimizing the marketing
and sales relationship
helps grow revenue 32%
faster year-over-yearSource: Aberdeen
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Create a seamless digital customer journey path
DISCOVER GAIN TRUST CONVERT
65%REDUCTION IN
CHANNELS
1SINGLE
IDENTITY
100% 40xREACH
100% 60%HIGHER
CONVERSION
RATE
§ Enable users to
consume more content to build trust and engage within ONE
Identity
§ Potential to reach 40X more
users § Increase relevancy of content
utilizing listening scorecard
§ Increase number of SAP CEC bloggers
§ Clear CTA for users at
different stages
§ Apply flexible trust level
data requests strategy on all platforms for all offers
LISTENING
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TARGET AUDIENCES
AWARENESSDrive content consumption
EVALUATIONBuild trust
PURCHASEAttract with offers
Promote
Drive Traffic
Engage
Map
channels &
content
journeys
Engage
Amplify
Drive Traffic
Promote
Amplify
Future of Customer
Engagement & Commerce
BRANDWEBSITES
EVENTS
DIGITAL
HUBS
OFFERS
DIRECTSEARCH
CONTENT DRIVENSEARCH
CHANNEL
BROADCAST / ENGAGEMENT
CHANNEL
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Demand to Revenue –
measure of sales &
marketing alignment
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Demand Signals
Customers & prospects who “find”
SAP Hybris via a multitude of
channels, based on what they are
interested in.
Demand to Revenue
Marketing needs to deliver more
campaigns, with digital execution at
massive scale. We follow-up on ALL
demand signals. Real, meaningful
lead nurture.
Pipeline/Revenue
Marketing will deliver 30% of pipeline
in 2017, increasing as D2R matures.
Sales closes.
Demand to Revenue
Capture, engage, and nurture ALL demand signals to achieve Cloud scale
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Best-in-Class organizations are:
Aberdeen Research – Best in Class Companies align marketing and sales
Align marketing &
sales with common
goals/KPIs
57%
More likely to ensure
always-on availability
of marketing-
generated sales
content
More likely to track
marketing campaign
results on
subsequent sales
activity
38% 25%
“Marketing/Sales Alignment Who
is Agile Enough To Win”
www.hybris.com/TransformSales
Aberdeen Group
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SCOTTISHPOWER
SO, WHAT ABOUT
EXPERIENCE?
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EVERY CHANNEL
IS A SERVICE
CHANNEL
24© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀSOURCE: 2015 Watermark Consulting
Customer experience leaders outperform the market.
8-Year Stock Performance of Customer Experience Leaders vs. Laggards vs. S&P 500 (2007-2014)
107.5%Customer Experience Leaders
72.3%S&P 500 Index
27.6%Customer Experience Laggards
Cu
mu
lative
To
tal R
etu
rn
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WHAT IS THE MOST IMPORTANT THING YOU PRODUCE?
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4 Takeaways
Be the Change. Get disruptive.
Use real-time insights, ML/AI, to sharpen your sales and marketing focus. Share common KPIs.
Re-imagine engagement. Think Digital First!
Place the customer at the heart of everything you do