michael barnes, vp research director, forrester
TRANSCRIPT
![Page 1: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/1.jpg)
© 2016 FORRESTER. REPRODUCTION PROHIBITED.
![Page 2: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/2.jpg)
Transform Marketing Into A Customer-Driven Effort Michael Barnes – VP and Research Director
November 29, 2016
![Page 3: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/3.jpg)
© 2015 Forrester Research, Inc. Reproduction Prohibited 3
We work with business and technology leaders to develop customer-obsessed strategies that drive growth.
![Page 4: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/4.jpg)
4 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
Technology used to advantage companies…
Price Location Information
Companies
Customers
![Page 5: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/5.jpg)
5 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
…but now empowers customers
Price Location
Information Companies
Customers
![Page 6: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/6.jpg)
6 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
![Page 7: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/7.jpg)
Customer obsession requires an operational
reboot.
![Page 8: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/8.jpg)
8 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
Customer obsessed operating principles
Customer led
Insights driven
Fast
Connected
FROM
Customer aware
Data rich
Perfect
Siloed
TO
![Page 9: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/9.jpg)
9 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
70% of firms will execute a “digital transformation” in
2017
Only 21% are willing to re-
architect tech platforms
85% of large firms will spend less
than $15m on the transformation
Most digital transformation initiatives will seriously miss the mark
Source: Business Technographics services survey, Q3 2016 – Base: 690 business and technology decision makers in Asia Pacific
![Page 10: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/10.jpg)
10 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
“People may have focused on the technology and forgotten to focus on their behaviors.” – Dr. John Jakicic, Distinguished Professor at University of Pittsburgh
Source: http://www.nytimes.com/2016/09/27/well/activity-trackers-may-undermine-weight-loss-efforts.html?_r=0
![Page 11: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/11.jpg)
11 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
Beware the ‘shiny new objects’ Usability
For customers, partners, executives, developers, designers
Securability Protect against tens of thousands of hackers
Scalability Millions of customers/partners and Terabytes of data
Sustainability 100’s of releases per year
Integratability Tens of thousands of partner systems
Complexity
![Page 12: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/12.jpg)
12 © 2016 Forrester Research, Inc. Reproduction Prohibited
Prediction – CMOs will aggressively push their brands to be
more human, helpful, and handy.
![Page 13: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/13.jpg)
13 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
Context has already changed marketing
BEFORE CONTEXT: AFTER CONTEXT: • Campaigns • Targeting • Customer segmentation • Media schedules • Messages • Transactions
• Interactions • Engaging • Customer recognition • Customer moments • Utility • Value exchanges
![Page 14: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/14.jpg)
14 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
64% have responsibility for CX
44% seek to increase their influence in CX
Attempts to build emotional connections will skyrocket
Source: Forrester’s Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey
![Page 15: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/15.jpg)
15 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
Brands will do, not just say
“Marketing becomes invisible when it solves a pain that a customer wants solved.” – Wade Sugiyama, Manager Brand Strategy and Development
“Brands should stop making people want things, and start making more things people want.” – Michael McLaren, former CEO
![Page 16: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/16.jpg)
16 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
And demonstrate brand promise
![Page 17: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/17.jpg)
17 © 2016 Forrester Research, Inc. Reproduction Prohibited
Prediction – Digital transformation will
tip from experiences to operations.
![Page 18: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/18.jpg)
18 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
To succeed, master both sides of digital
Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report
![Page 19: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/19.jpg)
19 © 2016 FORRESTER. REPRODUCTION PROHIBITED.
› Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report
Organizations that give in to digital fatigue in 2017 may not see 2018.
![Page 20: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/20.jpg)
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
![Page 21: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/21.jpg)
21
Customer obsession is your only competitive advantage
› Step up and take responsibility for CX
› Lead a C-suite conversation on building a customer-obsessed operating model
› Coordinate and optimize technology to serve empowered customers
![Page 22: Michael Barnes, VP Research Director, Forrester](https://reader031.vdocument.in/reader031/viewer/2022021922/58739f5d1a28ab85438b73a3/html5/thumbnails/22.jpg)
forrester.com
Thank you
Michael Barnes VP & Research Director [email protected] Twitter: @mb_analyst