driving growth through customer centricity

#ConnectIn16

Driving Growth Through Customer Centricity

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

Introductions

Caspar WrightManaging Partner

Vermeer

Sabina SobininaInsights Manager, APAC

LinkedIn


Strategy - Segmentation


Strategy - Purposeful Positioning


Structure- Marketing Organization


Capability – Masters of Marketing in a Digital Age


Valuation – Brand & Marketing Mix Valuation


Welcome to the connected society

212 BillionSensor enabled

devices

2008 2015 2020

7Billion

25Billion

50Billio

nConnected devices

!Connected Society

Data People

Process Devices


Traditional value drivers no longer provide competitive advantage

1900 - 1960

1960 - 1990

1990 - 2010

2010 - PRESENT

Age of Manufacturin

g

Age of Distribution

Age of Information Technology

Age of the Connected Customer


Everybody talks about Customer Centricity


HOWto achieve Customer Centricity?

WHATare the drivers of Customer Centricity?

Insights2020 Focus


The Insights2020 CoalitionFounding Partners Advisory Board

Keith WeedUnilever

Sir Martin Sorrell

WPP

Diego ScottiVerizon

Tony FaganGoogle


60 Markets337 Vision Interviews10,495 Survey Respondents

• LinkedIn Behavioral Analysis• Wharton Crowd Sourcing• 8 Global research teams• Cross-industry, Cross-function

Largest and most global I&A study ever conducted


Overperformers vs Underperformers


Key dimensions of Customer-Centric growth

CUSTOMER CENTRIC GROWTH

TOTAL EXPERIENC

E

INSIGHTS ENGINE

CUSTOMER

OBSESSION



1. Purpose-led2. Data-driven

customization3. Touch point consistency


TOTAL EXPERIENC

E

INSIGHTS ENGINE

CUSTOMER

OBSESSION


Link everything to a clear brand

purpose

Driver 1. Purpose-led

80%32%


Creating experiences based on data driven

insights

Driver 2. Data-driven customization

32%73%

31%


I&A to drive consistency across all touch points

Driver 3. Touch point consistency

32%64%

29%



4. Embraced by all5. Leadership priority6. Collaboration7. Experimentation


TOTAL EXPERIENC

E

INSIGHTS ENGINE

CUSTOMER

OBSESSION


Customer Centricity is fully embraced by all

functions

Driver 4. Embraced by all

79%13%


Customer Centricity is a top priority for leaders

Driver 5. Leadership priority

91%48%

Incentives are based on customer

related KPIs45%

24%


Work closely with customers

Driver 6. Collaboration

72%45%


Embracing risk and experimentation

Driver 7. Experimentation

40%13%



8. Leading role of I&A9. Unlocking the power of

data10.Critical capabilities


TOTAL EXPERIENC

E

INSIGHTS ENGINE

CUSTOMER

OBSESSION


I&A leading the business

Driver 8. Leading role of I&A

51%18%

I&A reports into the CEO

29%12%


Linking different data sources to distil insights

Driver 9. Unlocking the Power of Data

67%34%

THE ECONOMIC GRAPH


Business Sense

Driver 10. Critical capabilities

75%50%

‘Wholebrain’ thinking

71%42%

Storytelling 61%37%


NOW what?

Focus on products and services

Focus on Total Experience


NOW what?

Focus on detail of data

Focus on actionability of

data


NOW what?Deliver to customers

Co-create and innovate with

customers


45%53%61%

+8%+2%+3%

Supporting scorecard – Illustrative Numbers

• Leading role of I&A• Unlocking the power of

data• Critical Capabilities

Insights Engine

Revenue Growth Potential

+2.8%

73%49%53%

+2%+5%+3%

+9%

-6%

-2%

-9%-6%

-2%

SCORE

GAP vs BENCHMARK AMBITI

ON

GAP vs BENCHMARK AMBITI

ON

+3%

-7%

SCORE

GAP vs BENCHMARKAMBITI

ON

+5%

63%75%61%34%

+5%+3%+4%+6%-

2%

• Embraced by all• Leadership priority• Collaboration• Experimentation

Customer Obsession

Total Experience• Purpose-led• Data-driven customization• Touch point consistency

SCORE

76%Lorum ipsum dolor


Mission:Connect the world’s professionals to make them more productive and successful

#1 Value:Our Members Come First

76%Lorum ipsum dolor


LinkedIn is Uniquely Positioned To Help Drive Customer-Centric Growth


Growth requires personalized experience at scale

ORGANIC / SPONSORED CONTENT

The most effective platform for marketers to engage with

professionals

Content Marketing SALES NAVIGATOR

Empower your sales teams with social intelligence and

content to share

Social Selling


Growth requires alignment on brand purpose

PUBLISHING PLATFORMEmpower your leaders to

communicate directly with key stakeholders, employees,

and prospective talent

Thought Leadership ELEVATE

Leverage your employees’ collective influence

to share content that is “on brand”

Employee Activation


Overperformers leverage the multiplication effect to drive growth

More likely to be over-

performers

LI Sales Navigator(Social Selling)

LI Marketing Solutions(Brand Activation)

8XMore likely to be over-performer

3x

Leveraging LinkedIn for Marketing OR Sales

Leveraging LinkedIn for Marketing AND Sales