fast and furious - creating agility for cpg in a world of constant change
TRANSCRIPT
Keith Schlaht Global Industry Leader, Consumer Goods
FastandFurious:Crea/ngAgilityforCPGinaWorldofConstantChange
John Kelleher RVP, Enterprise Sales CPG UK
Jeremy Pritchard CPG Industry Solution Engineer
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The 4th Industrial Revolution World Economic Forum
1. Customer Expectations
2. Product Enhancements
3. Collaboration
4. Innovation
Disrupting the Value Chain
A Complete Platform for Customer Success
Customer Success Services
Customer Success Platform
Complete CRM
Developer Success Platform
5.5 million apps
Force.com
Heroku Enterprise
AppExchange
Shield
Trailhead Wave
Thunder
Lightning
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Community Marketing
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Success Community 2 million members
MVPs / Events / Community
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SI’s / ISV’s AppExchange
Customer Success Managers Ignite / Program Architects
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The Salesforce Customer Success Platform for CPG
B2C Omnichannel Engagement & Service
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Employees Supercharge Your Team
Multitenant Cloud World’s most trusted
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Consumer Packaged Goods Solutions
Legacy IT Systems ERP | TPM | Logistics | EDW | Demand Planning | HR
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Route to Market
Consumer Marketing
Marketing Process
Innovation
Employee Engagement
HR Process
Employee Productivity
Plan to Forecast
Source to Pay
Make to Deliver
Source to Cash
System of Engagement across Your Entire Business
Customer Success Platform for Consumer Goods Cloud Mobile Social Data Science IoT
B2B B2C Operations Employees
Salesforce Capabilities for B2B
Integration Business Planning
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Trade Analytics
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Visit Planning
Merchandising
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Plans & Targets
DMS*
Insights
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Salesforce Capabilities for B2C
Marketing Automation
1 to 1 Journeys
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Marketing Workflow
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NPD / I
Idea and Insight Mgt
PLM
Consumer Marketing/Engagement Marketing Process Innovation
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Salesforce Capabilities for Operations
Demand Planning
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Master Data Changes
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Plan to Forecast Source to Pay Make to Deliver
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Master Data Changes
Cabinet Management
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Order to Cash
Salesforce Capabilities for Employees
Intranets
Personalised Comms
Apps
Gamification
Joiners, Movers, Leavers
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Learning & Development
HR Helpdesk
Employee Engagement HR Processes
System of Record examples: Workday / Sharepoint / Remedy / Cornerstone / Peoplesoft
IT Helpdesk
Social Collaboration
Apps
Productivity Tools
Employee Productivity
Key Account Management
Field Sales Management
Route to Market
Consumer Marketing
Marketing Process
Innovation
Employee Engagement
HR Process
Employee Productivity
Plan to Forecast
Source to Pay
Make to Deliver
Source to Cash
System of Engagement across Your Entire Business
Customer Success Platform for Consumer Goods Cloud Mobile Social Data Science IoT
B2B B2C Operations Employees
Let’s see as he explores company data with Salesforce Analytics
Meet Daniel Daniel is a Category VP for CoCo Planet.
He’s a big fan of digital and pushes initiatives that touch his consumers and drive the business.
Let’s see as he gets Daniel’s post and acts on it to create an App
Meet John John is a Marketing Manager for CoCo
Planet. He smiles a lot, especially when he’s engaging consumers.
Meet Rachel Rachel’s passionate about Health and Wellbeing. She loves to travel and is keen on sustainability
Let’s see as she uses the App and learns more about CoCo Planet’s products
Meet Steve Steve’s a great guy! He is a Sales Rep for
CoCo Planet. His customers’ success is his success and he works hard to achieve it.
Let’s see how as he visits a store and has all the information at his fingertips
Daniel Category VP
John Marketing Manager
Steve Sales Rep
Rachel Consumer
IntelligencedrivenBrandInsight
Expedi/ngCampaignCrea/onwithapps
EngageconsumerswithBrandPurpose
ConnectedSalesandDistribu/on
Businessempoweredtointerrogateandcollaboratewithsalesandconsumerdata
Digi/singtheprocessofcampaigncrea/onacross
valuechain
Mobilefoodtraceabilitycampaignenabledby
personalisedviewofconsumer
B2BsalesandDistribu/onintegratedintosinglenetworktoinformcustomeroflatest
insight
Customer Q&A
B2B B2C Operations Employees
Tom Madden Apps Lead,
Employee Technology
Unilever
Sabine Vanin Senior Manager
CRM and Digital Analytics
Sony Computer Entertainment
Jo McCann IT Director,
Global Marketing
Unilever
Our Story • In 2011 Sony PlayStation’s vision was to deliver
personalised and engaging experiences leveraging the vast amount of customer data available to us since the launch of PS3 and the PS Network.
• We found the right partner in Salesforce Marketing Cloud. • Our initial focus was the email channel and we had two
objectives: 1. Improve relevancy leveraging our data 2. Increase agility and speed of our communication
How did we do that?
Automation Studio
Autom
ations
3
170
Step 1: Roll Out Audience Builder Step 2: Set up automations in house
40% increase in Open Rates in 1st year
Produc/onEfficiencies
Mobile Optimised Flexi Template
Bespoke Email Build
Campaigns a month 8 100
Best turn around time (days) 35 0.5
Step 3: Develop a bespoke mobile optimised dynamic template
60% Reduction In average
Production time
How did we do that?
Multi Channel Vision • Now our vision is to deliver personalised, seamless and
consistent experiences multi channel relying on consistent data. • This is what our player expect from us. • Salesforce are supporting us in this next step of our journey with
Journey Builder across email, custom audiences and notifications on console, ie messages to players on the PS4, where they play.
• With Journey Builder it will be easier for us to test, learn and optimise the journey.
• With Journey Builder and our next gen dynamic templates, we believe we will be able to deliver true 1-2-1 customer journeys.
Customer Q&A
B2B B2C Operations Employees
Tom Madden Apps Lead,
Employee Technology
Unilever
Sabine Vanin Senior Manager
CRM and Digital Analytics
Sony Computer Entertainment
Jo McCann IT Director,
Global Marketing
Unilever
John Kelleher, RVP Consumer Goods UK [email protected] Mob: +44 (0)7748 931490