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1© blackdot 2017
Practical strategies for advancing
customer & business outcomes in the
digital age
E X E C U T I V E B R ...
2© blackdot 2017
MARKETING & SALES
TRANSFORMATION
We deliver integrated people, process & technology solutions that
transf...
3© blackdot 2017
‘New Buyer’ Readiness Scalable Operating Models Frontline of the Future
End-To-End Marketing & Sales Tran...
4© blackdot 2017
Session Flow
Keynote
Accelerating Marketing & Sales Transformation
Polling
Which Transformation Pathway F...
5© blackdot 2017
2. Experimenting
with Digital
3. Shifting Buying
Preferences
4. Empowered by
Digital
5. Expecting
Omni-Ch...
6© blackdot 2017
Why Progress Doesn’t Come Fast Enough
Common Obstacles to Transformation
ENTERPRISEMATURITY
Integration
M...
7© blackdot 2017
Blackdot’s Marketing & Sales Integration Maturity Model
What Does The Maturity Process Look Like?
ENTERPR...
8© blackdot 2017
1
2
3
4
Full
Maturity
High
How to Move Faster Depending On The Current State Of Your Organisation
4 Commo...
9© blackdot 2017
ACCELERATION
Gaining Traction for Transformation
Pathway 1 – Disciplined Start
UNCONVENTIONAL WISDOM
Comm...
10© blackdot 2017
ACCELERATION
Common Practice
Platform Implementation
Focus on the ‘silver bullet’ solution
Transformatio...
11© blackdot 2017
ACCELERATION
Winning Back Frontline Trust & Belief
Pathway 3 – Organisational Reset
UNCONVENTIONAL WISDO...
12© blackdot 2017
ACCELERATION
UNCONVENTIONAL WISDOM
Common Practice Best Practice
Optimising Customer & Business Outcomes...
13© blackdot 2017
Your Tools For Moving Faster
4 Common Pathways For Accelerating Transformation
3 Organisational Reset
En...
14© blackdot 2017
Kieren Perkins
General Manager
Client Experience
Brady Bantick
Head of Sales Force
Excellence
Chris Clay...
15© blackdot 2017
Sign-up for our blog & insight updates
Stick around for networking & coffee
Leverage us to get started o...
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Blackdot - Accelerating Marketing & Sales Transformation - Melbourne

Whilst many leaders have made significant progress enhancing service, transforming the marketing and sales sides of the business for the digital age is a pressing challenge which has been far more difficult to deliver. Blackdot's insight session explores the key issues which are preventing transformation, as well as the strategies and initiatives which are delivering faster results.

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Blackdot - Accelerating Marketing & Sales Transformation - Melbourne

  1. 1. 1© blackdot 2017 Practical strategies for advancing customer & business outcomes in the digital age E X E C U T I V E B R E A K F A S T ACCELERATING TRANSFORMATION & SALES MARKETING
  2. 2. 2© blackdot 2017 MARKETING & SALES TRANSFORMATION We deliver integrated people, process & technology solutions that transform the customer experience & accelerate growth Blackdot exists to drive
  3. 3. 3© blackdot 2017 ‘New Buyer’ Readiness Scalable Operating Models Frontline of the Future End-To-End Marketing & Sales Transformation Across People, Process & Technology How We Help Clients GO-TO-MARKET STRATEGY Focused growth strategies that deliver enhanced customer experience, loyalty & advocacy ALIGNED ORGANISATIONAL DESIGN Optimal resource allocation to support effective & efficient marketing & sales execution INTEGRATED MARKETING & SALES PROCESSES Integrated frameworks to drive accelerated acquisition, growth & retention MANAGEMENT DISCIPLINES Empowered managers equipped to drive significant impact on frontline performance FRONTLINE BEHAVIOURS Critical mass of marketing & sales people delivering more consistent out- performance Technology-Enabled Customer Transformation Human-Centred Transformation
  4. 4. 4© blackdot 2017 Session Flow Keynote Accelerating Marketing & Sales Transformation Polling Which Transformation Pathway Fits Best For You? Panel Discussion Perspectives From Different Sectors Q&A Coffee & Networking Blackdot Speakers Marty Nicholas Managing Director Abhik Sengupta Executive Director, Client Solutions David Manifold Director, Health Sciences David Wilson-Dowse Capability Director Justin Bock Director, Banking & Financial Services Maeve McGuinness Engagement Manager www.pollev.com/blackdot #BlackdotInsights
  5. 5. 5© blackdot 2017 2. Experimenting with Digital 3. Shifting Buying Preferences 4. Empowered by Digital 5. Expecting Omni-Channel 1. Reliant on Physical Channels But Are You Keeping Up With Your Customer? We’re All Transforming ENTERPRISEMATURITY Integration Marketing Transformation Sales Transformation CUSTOMER MATURITY Industrial Products Telecommunications Financial Services Retail & Consumer Products Technology Health Sciences
  6. 6. 6© blackdot 2017 Why Progress Doesn’t Come Fast Enough Common Obstacles to Transformation ENTERPRISEMATURITY Integration Marketing Transformation Sales Transformation New Data / Tech / Content Capability Executive Conviction Outcomes Mindset Personalisation at Scale Customer Imperative Data Integrity Legacy Platforms Organisational Re-Design Process Integration Single Customer View Bottom-Up Buy-In Channel & Role Mix Digital Literacy Acumen & Insight Lift Integrated Rhythm 2. Experimenting with Digital 3. Shifting Buying Preferences 4. Empowered by Digital 5. Expecting Omni-Channel 1. Reliant on Physical Channels CUSTOMER MATURITY
  7. 7. 7© blackdot 2017 Blackdot’s Marketing & Sales Integration Maturity Model What Does The Maturity Process Look Like? ENTERPRISEMATURITY Integration Marketing Transformation Sales Transformation Lead Generation Campaign Effectiveness Channel Effectiveness Demand Generation Lifecycle Management Not Started Isolated Experimentation Aligned Campaigns & Accountabilities Integrated E2E Workflows Optimised Cross-Channel Execution Haphazard Selling Sales Disciplines Sales Effectiveness Buyer Centric Customer Driven 2. Experimenting with Digital 3. Shifting Buying Preferences 4. Empowered by Digital 5. Expecting Omni-Channel 1. Reliant on Physical Channels CUSTOMER MATURITY
  8. 8. 8© blackdot 2017 1 2 3 4 Full Maturity High How to Move Faster Depending On The Current State Of Your Organisation 4 Common Pathways For Accelerating Transformation 3 Organisational Reset Winning Back Frontline Trust & Belief 4 Data-Driven ‘Double-Down’ Optimising Customer & Business Outcomes 2 Rapid Operational Reinvention People, Process & Technology ‘Packages’ Disciplined Start Gaining Traction for Transformation 1 Low High Operational Maturity BusinessImperative
  9. 9. 9© blackdot 2017 ACCELERATION Gaining Traction for Transformation Pathway 1 – Disciplined Start UNCONVENTIONAL WISDOM Common Practice Best Practice Best Practice Integrated M&S Execution Prove the value of the integrated engine Frontline Ownership Actively involve & provide accountability Tangible Business Outcomes Pursue a resonant commercial objective Be Disciplined & Win Fast Do agile well & earn the right for more Be Agile & Fail Fast Embrace quarantined test & learns CONTEXT A major FI wanted to leverage it’s B2C marketing capability into a traditional B2B relationship selling model. An ‘agile’ pilot was launched, however it did not pursue clear business outcomes & did not gain operational sales buy-in. Operational Maturity BusinessImperative 1 Common Practice Channel Experimentation Test components of the engine Frontline Engagement Build interest & address cynicism Business Case Clear intentions & project objectives
  10. 10. 10© blackdot 2017 ACCELERATION Common Practice Platform Implementation Focus on the ‘silver bullet’ solution Transformation Program ‘Big bang’, multi-year complex project Clear Vision Anticipated customer or business benefits People, Process & Technology ‘Packages’ Pathway 2 – Rapid Operational Reinvention UNCONVENTIONAL WISDOM Common Practice Best Practice Best Practice New Operating Model Focus on people, process and technology Continuous Value Fast, tangible & consistent benefits- realisation Detailed Blueprint Defined sequencing & dependencies Packages of New DNA People, process & technology evolution Top-Down Transformation Leader-driven program management CONTEXT A global tech business with a traditional, siloed operating model, on an aggressive growth trajectory, was at risk of losing touch with customers. Whilst the business imperative for change was high, transformation ‘scar tissue’ & near-term target pressure stalled operational maturity. Operational Maturity BusinessImperative 2
  11. 11. 11© blackdot 2017 ACCELERATION Winning Back Frontline Trust & Belief Pathway 3 – Organisational Reset UNCONVENTIONAL WISDOM Common Practice Best Practice Best Practice Enterprise Leverage Find pockets of excellence then push to masses New Mindset & Behaviours Build buy-in across head, heart & guts Responsive Frontline Problem Solving How do we solve real staff problems? Faster, Better, Easier Enable a new Ex to unlock a new Cx Solution Adoption Change, Communications & Capability Operational Maturity BusinessImperative CONTEXT A large Pharma company invested globally in a new technology platform to enhance multi-channel capability. A poor deployment plan resulted in the frontline not engaging, with utilisation and belief in the tool rapidly declining. 3 Common Practice Organisational Alignment Get everyone on the same page New Capabilities Leverage the new technology Change Management How do we convince our staff?
  12. 12. 12© blackdot 2017 ACCELERATION UNCONVENTIONAL WISDOM Common Practice Best Practice Optimising Customer & Business Outcomes Pathway 4 – Data-Driven ‘Double-Down’ Best Practice Shared Customer Accountability Cx is everyone’s responsibility ‘Outside-In’ Optimisation Drive ongoing reinvention via customer insights Restless Excellence Leverage insight to rev the engine harder Business Momentum Embrace learning & improvement as BAU Business-As-Usual Consolidation Allow the transformation bed down Business-As-Usual Consolidation Allow the transformation to bed down Operational Maturity BusinessImperative CONTEXT A B2B division of a major telco embarked on digital sales transformation to enhance the Cx & rep effectiveness & efficiency. While significant gains were achieved across NPS and sales metrics, the real value was gained when these new capabilities were leveraged to further enhance Cx/Ex. 4 Common Practice Customer-Centricity Strong customer function with teeth ‘Inside-Out’ Innovation Do what we think is best for customers Project Energy Mobilise around bursts of transformation
  13. 13. 13© blackdot 2017 Your Tools For Moving Faster 4 Common Pathways For Accelerating Transformation 3 Organisational Reset Enable a New Ex To Unlock A New Cx 4 Data-Driven ‘Double-Down’ Leverage Insight To Rev The Engine Harder 2 Rapid Operational Reinvention Release Digestible Packages of New DNA Disciplined Start Do Agile Well & Win Fast 1 1 2 3 4 Full Maturity High Low High Operational Maturity BusinessImperative
  14. 14. 14© blackdot 2017 Kieren Perkins General Manager Client Experience Brady Bantick Head of Sales Force Excellence Chris Clayton Head of Sales & Marketing Lynette Clunies-Ross Chief Operating Officer
  15. 15. 15© blackdot 2017 Sign-up for our blog & insight updates Stick around for networking & coffee Leverage us to get started or go faster Thank you for attending

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