Seminar presentation in Stockholm on 17 October 2014.
Successful Digitization Requires: Clear Vision and Road Map, Agile Governance, Renewing Processes, New Competences and Data Orientation.
SLIDE 2: Digitalization of customer facing activities means e.g. product data management, eCommerce, CRM, knowledge management, marketing automation
SLIDES 3: Digitization Roadmap
SLIDE 4: Digitalization changes processes
SLIDE 5: Too many difficult concepts like knowledge management
SLIDE 6: Good vision & agile governance is required in order to be successful
SLIDE 7: Digital + Data = Sales Productivity
SLIDE 8: New marketing competences like customer experience, analytics, content marketing
SLIDE 9: New sales competences like social selling, analytics, digital collaboration
SLIDE 10-13: Predictive analytics. Sales want to have more consultative discussions
SLIDE 14-17: Ruukki B2C lead managment process and results
SLIDES: 18-22. Ruukki marketing automation example. Eloqua global winner of the Markie Award "The Best IT - Marketing Collaboration"
SLIDE 23: Summary: Renew processes, strategy and governance, new capabilities
2. Digitalization of Customer Facing Activities?
Knowledge management
Customer service
Big Data: Customer insight
Processes
Sales analytics
www Personalization Digital marketing
Customer data
eCommerce
2
Sales tools
Product Data
CRM
Intranet
Marketing automation
Social selling
Gamification
Order tracking
Productivity
5. Obstacles for Digitalisation
Hard to Understand Abstract Concepts
Big Data: Pre-sales
analytics
Lead scoring ?
5
Knowledge
management
Product data
management
6. Obstacles for Digitalisation
Governance not Working. No Clear Execution Plan
Governance & Vision
6
Execution &
Capabilities
Read MIT Sloan & Capgemini research: http://www.capgemini-consulting.com/digital-transformation
8. New Capabilities
Marketing
50-70% of the buying decision is made before the sales
representative makes contact. (Forrester)
X Marketing IT & digital marketing
X Customer experience - Analytics - Customer insight (big data)
X Content marketing
8
9. New Capabilities
Sales
Sales reps using social selling have a 3.6x greater change to meet
a decision maker. (Sales Benchmark Index)
B2B buyers complain that only 29% of sales reps are well prepared
to engaged with them. (IDC)
X Social selling
X Analytics
X Digital collaboration & digital sales tools
9
11. Big Data is Expected to Delivery Greater
Sales Intelligence
0% 10% 20% 30% 40% 50% 60% 70%
11
Track prospect engagement
Automate the flow of externally
sourced intelligence
Identify high-value prospects
Improve sales rep's knowledge to
have more consultative…
Improve lead quality/ quantity to
maximize selling time
* Source: Eliminating the Noise: Best Practices for the Five W’s of Sales Intelligence”. Aberdeen Group, August 2013.
Harvard Business Review Research. the New Age of B-to-B Selling
12. Predictive Analytics – Understanding of
Customers
Propose right
products & solutions
to customers
Predictive customer
profiling/ analytics +
accurate forecasting
Understand customer interest
and similarities between
customer types
www.ruukki.com | Firstname Lastname |
INTERNAL 12
13. Big Data
Predictive Sales Analytics
X Save time
– Minimize ineffective sales calls
– Information to mobiles
date/month/yea
r 13
20. Rautaruukki finalist in the following categories:
• Best IT-Marketing Collaboration
• Best Lead Nurturing Progam
• Integration Innovation
Winner of ”Best IT-Marketing Collaboration”
20
21. Marketing Automation -
Lead Generation
www.ruukkiroofs
Retargetting
0400123456 lead capture -
competition
personalized
emails
personalized SMS
printed letter