Fearless Leadership: How to Overcome Behavioral Blindspots and Transform Your Organization
3 Strategies to Transform Your Organization for the Digital Age
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Transcript of 3 Strategies to Transform Your Organization for the Digital Age
3 Strategies to Transform Your Organization for the
Digital AgeHally PinaudPrincipal Product Marketing ManagerMarketo
WE LIVE IN
Transformative Times
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Your Customers Have Changed
Informed Audiences
Growing Expectations
Offer OverloadUp to 90% of a
Buyer’s Journey today is
self-directed.
64% say customer
experience is more important
than price.
Consumers see over 2900 marketing
messages a day.
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Resulting in a Customer Experience Delta
Increasing customer expectations.
Business as usual.
“In 2016, 89% of companies expect to compete mostly on the basis of customer experience.” Exceeding
Expectations
TransformationMarketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
THIS REQUIRES TRANSFORMATION
Across the Organization
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
CEO
CIO
CMO
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Marketing is now expected to create exceptional brand moments at every customer touch point!
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Marketingknows the customer
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Chief Marketing Officer
to
Chief Experience Officer
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
“86% of CMOsbelieve they will own the end-to-end
customer experience by 2020.”
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Techniques
Teams and Talent
Technology
Key Elements To Successfully Transforming Your Customer Experiences
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Techniques
Teams and Talent
Technology
Key Elements To Successfully Transforming Your Customer Experiences
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Create personalized experiences…
“Personalization at every touchpoint is now a prerequisite for CMOs who expect to own the customer
experience.” Kristin Lemkau, CMO, JPMorgan Chase
“Sixty-four percent (64%) of people say the customer experience
is more important than price in their choice of brand.”
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
…by moving from monologues to dialogues
Signs you’re delivering
monologues
Batch emailsCold calls
Random adsStatic websites
Signs you’re delivering dialogues
Triggered emails
Warm callsRe-targeted ads
Personalized content
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
i
Span the entire customer lifecycle…
Awareness
Engagement
Purchase
Retention/Loyalty
Growth
Advocacy
Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle
Source: http://blogs.forrester.com/lori_wizdo/15-05-25-b2b_buyer_journey_mapping_basics ”
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
i
…by spreading budgets across all stages
TOMORROW
Driving improvements in customer retention was one of the top areas where senior management’s expectation of marketing increased the most over the last yearSource: Gartner “CMO Spend Survey 2015-2016: Digital Marketing Comes of Age”
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
i
The majority of CMOs believe revenue impact will be the
top most measured marketing metric by 2020
MARKETING MATURITY
LIFETIME VALUE
REVENUE
OUTCOMES
CLICKS
IMPRESSIONS
Measure What Matters
Source: Rise of the Marketer Report
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Techniques
Teams and Talent
Technology
Key Elements To Successfully Transforming Your Customer Experiences
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Traditional organizational
structuresare not designed to create great
customer experiences
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Channel-based silos are not effective
in an age where customers easily flow across channels
TV PRINT EVENTS
WEB DIGITAL
SOCIAL
MOBILE
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Siloed teams managing parts of the customer
lifecyclecan create inconsistent customer experiences
CREATE INCONSISTENT CUSTOMER EXPERIENCES
ACQUISITION RETENTION ADVOCACY
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Tomorrow’s Marketerneeds to create
nimble and fluid organizations
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Thinkers
Feelers
Doers
Data,Analytics,Modelling
Customer Behavior, Interactions
Content Creation, Project Management
Da Vinci
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Find the “Da Vincis”
who can orchestrate the customer experience across all
touchpoints Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Techniques
Teams and Talent
Technology
Key Elements To Successfully Transforming Your Customer Experiences
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
If I don't understand technology.If I don't understand data. If I can't combine analytical and creative smarts, it's virtually impossible to be an effective CMO.”
Jonathan Martin CMO, Pure Storage
“My success is dependent on using technology in the broadest sense of the word.
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
HOWEVER,THE TECHNOLOGY LANDSCAPE HAS EXPANDED SIGNIFICANTLYHowever, the technology landscape has expanded significantly
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
You Need a Framework To Evaluate Your Digital Needs
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Framework To Evaluate Your Digital
Needs
MODELBUSINESS
GO-TO-MARKETSTRATEGY
ORGANIZATIONNEEDS
INTEGRATIONNEEDS
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
MODELBUSINESS
GO-TO-MARKETSTRATEGY
ORGANIZATIONNEEDS
INTEGRATIONNEEDS
Business Model
• B2B vs B2C• Industry Needs• In-house vs Partner• Central vs Subsidiary
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
MODELBUSINESS
GO-TO-MARKETSTRATEGY
ORGANIZATIONNEEDS
INTEGRATIONNEEDS
Go-To-Market Strategy
• Customers/ Prospects• Campaigns• Channels• Content
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
MODELBUSINESS
GO-TO-MARKETSTRATEGY
ORGANIZATIONNEEDS
INTEGRATIONNEEDS
Organizational Needs
• Scale• Sophistication• Structure• Control / Governance• Services & Support
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
MODELBUSINESS
GO-TO-MARKETSTRATEGY
ORGANIZATIONNEEDS
INTEGRATIONNEEDS
Integration Needs
• Single vs Multiple Vendor
• APIs• Data Migration• Data Sync Needs• IT Costs and Support
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Tomorrow’s Marketer must rely on technologies that:
Integrate all marketing channels
Integrate all customer touchpoints
Integrate the entirecustomer lifecycle
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
are now partnering to make key technology decisions
Marketing and IT
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Microsoft’s Digital Marketing HubChiefMartec.com 2017
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Techniques
Teams and Talent
Technology
Key Elements To Successfully Transforming Your Customer Experiences
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Tomorrow’s Marketer must never leave the side of the customer
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17
Thank you!
Hally PinaudPrincipal Product Marketing ManagerMarketo