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7  Things  to  Consider  when  EvaluaHng  PromoHon  Management  &  OpHmizaHon  Technologies      

 Dale  Hagemeyer  

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"I do think that it is true that most CRM implementations fail and it is true that virtually all [withheld] CRM implementations succeed and that kind of works to my advantage.“

 

Who  said  this?  

PROMOTION  OPTIMIZATION  INSTITUTE        |      FALL  SUMMIT  2015      |      DALLAS  TX  

"I do think that it is true that most CRM implementations fail and it is true that virtually all Siebel CRM implementations succeed and that kind of works to my advantage.“

-Tom Siebel, CRM Magazine, October 2002  

hRp://www.desHnaHoncrm.com/ArHcles/Editorial/Magazine-­‐Features/The-­‐World-­‐According-­‐to-­‐Tom-­‐45303.aspx  

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Top  3  Reasons  why  TPx  Projects  Fail?  •  People  •  Process  •  PoliHcs    

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People  MaRer…  

         

Source:  POI  Research.  “2015  TPx  and  Retail  ExecuHon  Survey”.  

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People:  •  No  ARenHon  paid  to  skill  sets.  •  No  discipline.  •  No  change  management  plan.  

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Change  management  is  a  huge  issue.  

         

Source:  POI  Research.  “2015  TPx  and  Retail  ExecuHon  Survey”.  

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Change  management  issue  =  trust  issue.  

         

Source:  POI  Research.  “2015  TPx  and  Retail  ExecuHon  Survey”.  

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Process:  •  No  process  definiHon.  •  A  flawed  process  is  being  automated.  •  There  is  no  actual  project  plan  with  

milestones,  tollgates,  etc.  •  Data  quality  is  ignored.  •  SoluHon  is  implemented  for  the  

enterprise,  not  the  customer.    

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Data  quality  issues  persist  

         

Source:  POI  Research.  “2015  TPx  and  Retail  ExecuHon  Survey”.  

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PoliHcs:  •  One  division  or  geography  

imposing  its  will  on  others.  •  IT  and  business  organizaHons  can’t  

work  together.  

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The  Seven:  1.  User  experience  2.  FuncHonality  3.  ExperHse  and  best  pracHces  4.  Geographic  coverage  and  support  5.  Ability  to  integrate  6.  Strength  of  roadmap  7.  Approach  to  combining  TPM/  TPO  

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1.  User  experience  If  the  users  hate  it  they  simply  won’t  use  it.    Cases  in  point:  3  global  food  companies;  two  built  an  interface  on  top  of  a  bad  TPM  situaHon.  The  other  struggled  with  adopHon  and  ulHmately  abandoned.  

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User  experience    

         

Source:  POI  Research.  “2015  TPx  and  Retail  ExecuHon  Survey”.  

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1.  User  experience  ü  Dashboard  configurable  at  

individual  user  level.  ü  Embedded  analyHcs.  ü  Ergonomic  –  minimum  of  

screens.  ü  Insighkul  –  makes  me  smarter  

and  able  to  sell  more.  

PROMOTION  OPTIMIZATION  INSTITUTE        |      FALL  SUMMIT  2015      |      DALLAS  TX  

1.  User  experience  ü  Dashboard  configurable  at  

individual  user  level.  

         

Source:  POI  Research.  “2015  TPx  and  Retail  ExecuHon  Survey”.  

PROMOTION  OPTIMIZATION  INSTITUTE        |      FALL  SUMMIT  2015      |      DALLAS  TX  

1.  User  experience  ü  Ergonomic  –  minimum  of  screens.  

         

Source:  POI  Research.  “2015  TPx  and  Retail  ExecuHon  Survey”.  

PROMOTION  OPTIMIZATION  INSTITUTE        |      FALL  SUMMIT  2015      |      DALLAS  TX  

1.  User  experience  ü  Insighkul  –  makes  me  smarter  

and  able  to  sell  more.  

         

Source:  POI  Research.  “2015  TPx  and  Retail  ExecuHon  Survey”.  

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2.  FuncHonality  ü  ConfiguraHon  tools  suitable  for  a  junior,  

non-­‐technical  member  of  your  team.  ü  Shouldn’t  need  to  call  the  vendor  for  reports  

of  configuraHon.  ü  Maps  to  how  I  do  my  job.  ü  Insighkul  –  makes  me  smarter  and  able  to  

sell  more.  ü  Largely  pre-­‐built,  not  a  plakorm  or  toolkit.  ü  No  need  to  customize.