Nordic Partner Day

15 October, 2014

Integrated Marketing - Establishing proof points and

creating a context for marketing

Erika Vereby & Niclas Wigh

Who is who in the zoo?

Agenda

• What is integrated marketing – “The formula”

• Why integrated marketing

• CFO focus a concrete example

• Result

• Next step

Surveys and Thought Leaders Stress WHY is it important?

+

Customer Cases Proofpoints that a business challenge can be solved

+

App Seeing is believing!

=

Pipeline and Closed Won

Integrated marketing - the formula

Focus Industries & Functions 2014

Retail Manufacturing Public

Health

Services Municipalities

Government

Wholesales Production

CPG

Reporting

Working Capital

management

Call Centers

Sales management

Sales & Marketing Supply Chain CFO Procurement

Customer oriented

Sustainable supply

Contractual Fidelity

CFO

Why Integrated Marketing?

eMail

QlikTalk

Webinar

Customer Case

Webinar2

Webinar3

3rd part event

Level of impact

Time

Findings in survey: ”Tidstjuvar i bokslutet”

How many overtime hours does your

department have in relation to

monthly financial closure

What is the biggest challenge in the financial

closure for your department

Integrated marketing CFO focus

Customer success stories

FEB and MAY - Controller Heroeswebinars

AUG - Email campaign

JULY - Article in CFO World

MAY - CFO live

JAN - Report Tidstjuvar i bokslutet

Jan 2013 Oct 2013

…continued during 2014

SEPT - LinkedIN ad

SEPT - Controller report webinar

MAY - Controller Report

MAY - CFO World

MARCH - QlikTalk Ekan

FEB - Controller Heroes webinar 3

Report – How controllers at leading Swedish

companies work with information, analysis and

decision making.

Background and objective

After ”Tidstjuvar i bokslutet” we wanted to get a even deeper understanding

of the customers challenges.

Analysis and decision making is highly relevent topic for controllers of today.

Continue to support our NAMs in the enterprise sector.

Companies that participated:

SEB, Scania, Volvo, Skanska, H&M, Ericsson,Telia, Nordea,ICA,

SKF, NCC, Securitas, Sandvik, Electrolux, ABB, AtlasCopco,

Handelsbanken, SAS, SJ, AlfaLaval and SAAB

The role of the Controller

6%

42%

36%

3% 10%

3%

Most important role

Make sure financial info is correct

Business partner to line managers

Provide support for decisions

Report results

Drive business and organisationdevelopment

Other

The role of the Controller

26%

58%

13%

3%

Part of working time they spend on what they think is most important.

0-25%

26-50%

51-75%

76-100%

67% can not do analysis in the way they want without

process the accessible data first.

71% consider their organisation good at decision making

28% use 7 or more different systems daily to access data

1/3 of the controllers spend 40 hours/month to secure that the

information is correct and move it and only 20 hours/month to

analyze it and draw conclusions about the business.

“Worst case scenario is late changes in sales data. Then

I need to update that info in 7 different systems.”

“The problem is perhaps not the quality of the

decisions, or the data, as that we are reacting on

wrong things and analyze too much historical data.”

”Sometimes it has shown that we got all necessary

information but did not succeed in using it in the right

way. We did not manage to analyse or explain it.”

21%

4%

32%

25%

11%

7%

Increased costs due to baddecisions

Decreased revenue due to baddescisions

Slow decision processes/difficultiesto make decisions due to lack ofrelevant information

Increased risk in business decisions

Difficulities interacting crossdivisions due to lack of commondefintions/work processes

Other

Consequenses of poor work with information/data

Key findings

• The controllers do not spend time on what they

consider to be the most important things.

• It is the working processes around the data and

presenting the data that is the challenge rather

than the data itself.

Results so far

251 clicks but reached

day budget 6-7 times

44 people downloaded

the report so far.

LinkedIN

Webinar

125 registered

84 attended

Conclusions

• Right messaging and presistance

• It opens up doors to companies in the enterprise

sector.

• Creates airtime for sales and BDRs

• ”The formula”

Creating

the Qlik Buzz Together

Next step…

Thank you