The future of your strategy lies in the past.
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Transcript of The future of your strategy lies in the past.
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The future of your strategy lies in the pastSometimes to look forward, you need to look back
Elliot ReubenPrincipal Business Consultant, Marketing Cloud [email protected]@TheEndOfTheDay
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Hello, I’m Elliot
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2013 • 2014 • 2015 2008 • 2009 • 20102011 • 2012 • 2013
2014 • 2015
2011 • 2012 2013 • 2014
2015
Most innovative
companies in the world
20KFY16 Employees
Salesforce: 4th Largest Enterprise Software Company in the World This Year
4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.”
$ 6.67BFY16 annual revenue
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IoT
DataScience
Social
Mobile
Cloud
LAN/WAN
Client
Server
SNA
Mainframe
Terminal
The Age of the Customer Everything and everyone
is connected
MillionsThousands Billionsof connected things of customer interactions
Trillions
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Connect With Your Customers in a Whole New Way
ConnectedEmployees
ConnectedCommunities
ConnectedApps & Products
ConnectedPartners
ConnectedCustomer
faster resolution time
+66%
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Build 1-to-1 Customer Journeys
Connected products by 2020
75B24°
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Predictive analytics
Machine learning
Artificial intelligence
Make Everyone and Every Thing Smarter Get smarter about your customers
of world’s data created in last 12
months
90%
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A Complete Platformfor Customer Success
Customer Success Services
Customer Success Platform
Complete CRM
Developer Success Platform
5.5 million apps
Force.com
Heroku Enterprise
AppExchangeShield
TrailheadWave
ThunderLightning
AppsAnalytics Community
MarketingServiceIoTSales
SuccessCommunity
2 million membersMVPs / Events / Community
SalesforceSuccess Services
SuccessEcosystem
SI’s / ISV’s AppExchange
Customer Success ManagersIgnite / Program Architects
Multitenant Cloud
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New Philanthropic Model 1-1-1 Model
1.3M+ Service hours1% Time
$115M+Grants1% Equity
28K+ Nonprofit organizations
1% Product
pledge1percent.org
$250M Donated product
500+ CompaniesPledge 1%
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Your company
of customer data has been analysed1< % 77%
of customers are not engaged with companies
The Customer GapYour customers
IoT
DataScience
Social
Mobile
Cloud
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Does it all need analysing?
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Strategy without tactics is the slowest route to victory…
“…tactics without
strategy is the noise before defeat.
”Sun Tzu 孫子
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The future of your strategy lies in the past
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There is a secret to successful technologies and platforms
If it enables existing human needs, desires and behaviour, it’s more likely to work.
(Human behaviour & desires do not change much at all.)
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A letter home, 1889
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The Facebook status update, 1892
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Twitter, 1920s London
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Flickr if it’s your house, Snapchat if you’re visiting
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The desires haven’t changed…
…but the technology has
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The evolution of CRM systems 1890-1950
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The tools may be different but it feels just the same
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(but your customers are the complete opposite)
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YOU CAN’T
MANAGE“
WHAT YOU DON’T
”
W.EDWARDSDEMING
MEASURE.
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“YOU CAN’T MANAGE WHAT YOU DON’TMEASURE” IS A MAXIM THAT IS TAUGHT AND BELIEVED BY MANY IN BOTH THEBUSINESS AND EDUCATION SECTORS.BUT IN FACT THE PHRASE IS RIDICULOUS ~SOMETHING SAID BY PEOPLE WHO AREUNAWARE OF HOW MUCH IS HIDDEN.
A LARGE PORTION OF WHAT WE MANAGECAN’T BE MEASURED, AND NOT REALISINGTHIS HAS UNINTENDED CONSEQUENCES.
“
”EDCATMULL
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Which brings us back to Bill.
If he was good at his job, he knew a lot about a lot of people.
But he chose what he used carefully.
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So what’s the answer?
Think: what am I trying to do here?
Remember what strategy actually is
Infrastructure everywhere – you don’t know what will be relevant in the future
Understand people – data and humanity are like yin and yang
Know your history and humanity alike
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Or, more simply….
Be. More. Human.
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thank y u@TheEndOfTheDay