business technology literacy is not optional (mitchell mackey) 19 11-2012 [compatibility mode]
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Business Technologyfluency is not optional
[email protected]+61 0402790723
Mitchell MackeyMarketing DirectorAnsell Limited
www.mitchellmackey.com.au@[email protected]
Mitchell Mackey
My personal views
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What follows is my personal view, not Ansell’s
Depending on your perspective, several comments may be a little provocative
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Agenda
Ansell
The connection imperative
Our challenge
Changing the game
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11,000 people
$1.3bn in revenue
Global scope
A century old Australian company
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More than condoms
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Big in Medical & Industrial safety
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Big in Mining, Oil & Gas
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AgendaAnsell
The connection imperative
Our challenge
Changing the game
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Connected Products
Connected Customers
Connected Employees
ConnectedPartners
We live in a connected world
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Access everything on mobile devices
Collaborate on deals
Create social customer profiles
Connected selling
Your Customer
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Connect on Twitter and Facebook
Respond immediately
Synchronize service experiences across channels
Connected service
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Listen and engage customers on social media
Publish and advertise with social campaigns
Measure and accelerate campaign ROI
Connected marketing
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:
Connected collaborationCollaborate with customers, partners, & employees
Create branded communities
Share posts, files & feeds
Less email & fewer meetings
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Work is not exempt
Align with social objectives
Motivate with social rewards
Improve employeeperformance
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What about your
company?
Your customers, employees,
and partners are connected
But there is a connection divide
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Burberry’s CEO gets it
YouTube: http://youtu.be/DzBIYwZsut0
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Angela Ahrendts
“You have no choice”
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AgendaAnsell
The connection imperative
Our challenge
Changing the game
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Siloed organisations don’t work
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Islands are everybody’s dream
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The silos don’t function in a digital, omni-channel world
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Silos breed pointless point solutions
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Lost in Excel hell
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Neither efficient nor effective
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Internal I.T. breeds complexity
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Forget customer centricity
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Dear customer: “good luck”
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Brand promises are not delivered
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TV Print&
radio
Shows&
events
Directmail
Email Digital RetailCallcentre
Supplychain
Sales Product
Making promisesMaking promises
Keeping promises
Brand values are exposed
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The sales funnel is a hair ball
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Today’s funnel is not linear
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Companies, their marketers & agencies are behind the game
Only 3% of firms are customer centric
33% are customer oblivious
_ Temkin Group Insight Report
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Marketing is a cost centreI.T. & Business struggle to alignCRM projects crash and burn90% of websites are failing to deliverCorporates are too slow to adopt new technologiesNo one is happy
Sleeping in separate beds
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Lost revenueFrustrated customersFriction between Marketing & Sales & I.T.Disengaged stakeholdersIrrelevant technology spending
Real costs to the business
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What must B2B marketing deliver?
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AgendaAnsell
The connection imperative
Our challenge
Changing the game
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1960sMainframeComputing
1970sMini
Computing
1980sClient Server
Computing 1990sCloud
Computing
2000sMobile
Computing
2010sSocial
Revolution
x 10x 100x 1,000x 10,000x 100,000x
Digital acceleration
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Internet-native Business Technology (B.T.) is rapidly changing the game
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… not contributing to change & growth,”
“8 out of 10 dollars spent in IT is dead money …
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The forecast is cloudyInternet-based computing, whereby shared resources, software, and information are provided on demand, like the electricity grid: Wikipedia
Software as a ServicePlatform as a ServiceInfrastructure as a ServicePublic, Private & Hybrid CloudsServer virtualizationCloud 2 = Cloud + Social + Mobile
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People
Biz Tech
Process
The 3 essential elements
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I.T. versus Business Technology
Ad hoc legacy systems
Multiple data entry
Cockroach legacy systems
No real-time reports & analysis
An integrated environment
Enter data once
Accountable marketing
Real-time intelligence
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Business Technology
Vs
InformationTechnology
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The platform decision is critical
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Velocity & agility are imperatives
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VS.
Duration: 3-12 months+Team size: 25 FTE+Skills: developers, project mgrs
Duration: hours to daysTeam size: 6 FTESkills: admins & super users
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Business must lead: with B.T. you are no longer pouring I.T. concrete
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It is impossible to stay on top of everything with 20th century tools
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Should I.T. infrastructure be one of your firm’s core competencies?
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How secure are corporate networks?
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“There haven't been any significant security breacheswith an on-demand services vendor,” Nucleus Research
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We all have our sacred cows
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Most sacred cows are cockroaches
Ad hoc business processes
Excel hell & “home-made” I.T. point solutions
Organizational Alzheimer's
=
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CMO-CIO alignment is critical
Technology is at the core of customer engagement
Marketing today requires co-operation with I.T.
Integration is occurring only slowly
_ The CMO Council
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YouTube: http://youtu.be/A98NFBm8b9U
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From infrastructure to innovation
Chief InformationOfficer
Chief InnovationOfficer
“Keeping thelights on”
“Backlog, difficult to integrate, problem descriptions, costs, etc”
“Business hero”
Chief InfrastructureOfficer
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Comm Bank’s Michael Harte dismisses security, privacy and data sovereignty issues as genuine barriers to cloud adoption
“"We've halved storage, app testing and development costs.
“We've got a wide range of technology functions as a service,“ Comm Bank CIO Michael Harte last week
“Absolute garbage”: Comm Bank
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“The happiness that you can get from your business partners because you're delivering services up on demand within minutes or within days rather than within days, months, weeks, that it normally took,“ Comm Bank’s Michael Harte
“Delivering value in days”
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Usability is decisive
“When I started Salesforce.com I used to think why isn’t all enterprise software like Amazon.com, now I think why isn’t it like Facebook?”
_ Salesforce.com founder and CEO Mark Benioff
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Consumer tech innovation has lead the way: consumerising I.T.
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5959
Sophisticated capabilities, without intensive support & training
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Brands require a technology backbone
A technology infrastructure that supports an integrated approach to customer strategy, development,
delivery, and measurement — across the customer experience
_ Forrester Research
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Marketing spending must switch from media bets to infrastructure
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“Marketing will outspend I.T.”
“Marketing is now a fundamental driver of technology spending
“CMOs and CIOs alike must recognize that technology and marketing are now inextricably tied
“Future success depends on the creation of a totally new kind of cross-functional organization,”
_ Gartner analyst Laura McLellan
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Now is the time to embrace B.T.
Business Technology literacy is not optional
You must embrace this stuff
You don’t have to configure code or set up a HTML form, but you do need to need to understand what works and what doesn’t
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You need all the jigsaw pieces
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Integration, integration …
A brand with a fully integrated cross-channel capability is an achievement today; soon it will be the norm
_ Forrester Research
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Social
Screens
Get your front-end platform right
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Your Customer
The power of one integrated platform
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The sum is greater than the parts
Single Sign On A standard, modern User InterfaceSynchronized sales, customer, product, website and social data in one placeData is entered onceFew, if any, standalone point solutionsBusiness driven, insight-focused, predictive analyticsIntegration with the back-end transactional ERP Enabling external and internal collaboration
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RelevanceClarity
AnxietyDistractionUrgency
Fight the F.U.D. (fear, uncertainty & doubt)
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Who are our customers and what are their goals?
2) Theirgoals3) Are we helping
them accomplishthose goals?
1) Ourcustomers
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The customer mandateMerge Marketing with I.T.
Kill off ASAP the 20th century legacy I.T. systems
Genuinely own, with Sales, the revenue target
Implement a social enterprise collaboration layer
Master the structured & unstructured data flows
And cultivate a dynamic, game-changing culture
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Zero Moments of Truth
Obsess about consistently winning the Zero Moments of Truth with your customers and stakeholders
Every “moment “ counts for or against your company
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Questions?
Visit my marketing blog at: www.mitchellmackey.com.au
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