Navigating Modern Marketing, Digital Transformation and Innovation

@MKTForum @richmondevents #MKTF17 #MKTForum
THE MARKETING FORUM
Navigating Modern Marketing,
Digital Transformation and Innovation
Fred Isbell, Senior Marketing Director, SAP SE
LinkedIn www.linkedin.com/in/fred-isbell-903827/
@Twitter Fmisbell

Agenda
• Innovation Adoption 101
• Digital Transformation
• Modern Marketing
• Ten Best Practices for the Modern Marketer
• Summary, Resources & Information and Q&A

Digital Transformation
Innovation Adoption 101

Audience Quiz
Who Pioneered These Innovations?
First Fortune 500 Web Site
First Internet Firewall
First Internet & TCP/IP Networking
First VPN/Internet Tunneling Software
First Internet Search Engine
First use of “Business Intelligence” (BI)

Innovation Adoption 101:
The Model & Segmentation
Innovation Adoption:
• A model that classifies
adopters of innovations
based on their level of
readiness to accept new
ideas
• Innovative adoption
characteristics are assigned
to groups -- all innovations
go through a predictable
process before becoming
widely adopted.
• The groups consist of early
adopters, early majority, late
majority, and laggards
Source: dictionary.com
Source: Rogers, G. Moore, MIT Sloan/CAP Gemini
“Crossing the chasm”
Early adopters achieve:
+9% revenue creation
+26% impact to profitability,
+12% market valuation
Less Resistance More Resistance

Innovation Adoption 101
Time to Innovation Adoption
Source: Rogers, Moore, McKinsey, Wikipedia
• Inflection point (curve begins to slow) = point
of “critical mass”
• Key -- get there quickly, whether users or
product volume, etc.
• Failure to “cross the chasm” (Geoffrey Moore)
or reach critical mass = doomed to a smaller,
sub-optimal market and much smaller market
share
Source: “No ordinary disruption”, McKinsey, May 2015
The “Need for Speed” has never been greater

The Hype Cycle: Riding the “Roller
Coaster” of Innovation
• The hype cycle is a branded graphical
presentation developed and used by
American information technology (IT)
research and advisory firm Gartner for
representing the maturity, adoption and
social application of specific technologies.
• The hype cycle provides a graphical and
conceptual presentation of the maturity
emerging technologies through five
phases
Source: https://en.wikipedia.org/wiki/Hype_cycle

Why Do We Need to Respond to New Technology and
Innovations?
"Innovation has created a digital
economy and digitization is
affecting all businesses and all
industries. So how do you make
this transition to digital? Simple.
Every business in here today is
in a state of transformation”.
Bill McDermott, SAP CEO
May 2015

My Innovation Journey & Navigation
IBM 3270
Terminal
c.1982
Compaq
“Portable”
c. 1983
Tech
Stack
c.2015
Desktop,
Laptop &
iPAQ PDA
c. 1998

Digital Transformation – A Definition

SAP Digital Business Framework

Modern Marketing

Modern Marketing
Modern Marketing is:
• Strategic
• Driven by data and
insights
• Combines left and Right
Brain skills
• Aligned with Sales
• Agile (like modern
software methodology)
• Leverages Marketing
Technology (MarTec) and
Automation

Modern Marketing is Happening NOW
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com
Marketing must provide the “glue” binding
different parts of the company around the
brand promise – and embrace five key
responsibilities:
• Represent the voice of the market
• Synchronize the customer experience across
all channels
• Be the brand steward
• Capitalize on insights
• Be an integrator and force multiplier across
the company
Source: SAP Customer Engagement & Commerce (CEC)

IDC’s Five Key Competencies for Modern Marketing
Source: IDC

Ten Best Practices for the
Modern Marketer

“More than 60% of CEOs expect 15-50% of their earnings growth in the next 5
years to come from technology-enabled business innovations.”
McKinsey study, 2013
Understand How Innovation Technologies
Will Drive Digital Transformation
Cloud
Abundance of cost-
effective computational
power and storage
Social
Connected business
and social networks
Big
Data
Real-time analytics
for behavioral and predictive
insights
Internet of Things (IoT)
Machine to
Machine communications
and sensor-based Data

Tell the Story: Thought Leadership
Two-Minute Drill
Thought Leadership Sits at the
Pinnacle of a
Successful Content Marketing
Strategy
Source: Forrester 2013
“Thought leadership is not a one man show .. it is a virtual
team and not a formal organizational structure”
Thought leadership takes a team
of the best minds in the
organization (and beyond)
Source: Sirius Decisions
Develop a Thought Leadership
Platform
Source: Forrester
SAP Programs Model IDC Buyers Journey Forrester Customer Life Cycle
Thought Leadership is great storytelling delivered
across the buyers journey and customer lifecycle
w/ focus early on and mostly in a digital and/or
off-line format
• Definition: A thought leader is
an individual or firm that is
recognized as an authority in a
specialized field and whose
expertise is sought and often
rewarded
• Timing: Tied to the awareness
and consideration phase of
the Buyer’s Journey and
(sometimes) pre-demand
generation and always before
purchase phase
• Format: Usually Before a
prospect or customer engages
a sales person, and often
digital in format
Thought Leadership maturity varies from organization to
organization and is dynamic and consistently evolving; SAP
is on the upper-end of Thought Leadership maturity in our
industry along with IBM, CISCO, and others
ITSMA Thought
Leadership Maturity
Model
“The purpose and process of thought leadership is widely misunderstood and misapplied, causing
mixed results”
-- SiriusDecisions

Plan and Execute the Modern Webinar
• Combine external analyst/subject matter expert,
company expert and customer is the “perfect storm”
• Have the webinar platform and environment and
emails reflect your brand
• Adopt a panel approach for a “modern marketing
webcast”
• Avoid “death by PPT” at all costs
• Invest in time for preparation (moderators guide) and
schedule and run a dry-run
• Incorporate BLOG and Social Media promotions
• Promote and re-purpose on-demand replays
• Leverage your follow-up from Inside marketing/tele
and support with on-demand enablement
In Search of the Perfect Storm: SAP
Digital Business Services Marketing
Thought Leadership Webinars
ON24 Webinar World Keynote March 2017
SAP Digitalist BLOG: Confessions Of A Webcast King:
Modern Marketing, Webinars, And The Future Of Digital
Marketing

Define and Use Buyer Personas
Defining buyer personas helps drive customer-centric innovation and go-to-market strategy
Understand both New and Understood Buyer Personas and develop insights
that drive and inform other activities, including messaging development,
campaign design, content strategy and defining market requirements for
product/solutions innovation Source: SiriusDecisions

Guide Customers on the “New” Buyer’s Journey and
Unite and Align Sales and Marketing
How this is different:
• No implicit hand-offs between sales and marketing
• Majority of exploration done on-line before talking to a sales
rep
• Introduces new content requirements – importance of mobile-
ready content
• Departure from traditional “Marketing funnel”
Source: IDC
Source: Kapost

Implement Structured Methodologies, Processes and
Regular Governance
Source: SiriusDecisions
Critical Success Factors:
• Standard Methodology
• Systems and Processes
• Dashboards & Reporting
• Governance and Review
• Marketing Automation & CRM
Integration

Leverage Account-Based Marketing (ABM)
• ABM is an approach that aligns demand creation programs and messaging against a chosen set of accounts and goals in a way that
is relevant and valuable to those accounts and to sales account owners.
• ABM is centered on a smaller number of accounts in a one-to-one or one-to-few approach. Focus is dedicated to a defined set of
accounts that have been collaboratively selected by sales and marketing.
• Needs are focused on a defined set of objectives within specific buying centers in selected accounts.
• Goals for ABM are derived from a comprehensive, joint sales and marketing planning process that identifies specific goals for
selected accounts Source: SiriusDecisions

The Geeks Won: Embrace Data Sciences
Napoleon's March – from “Visual display Of Quantitative Information”
Data Science definition:
• The extraction of knowledge from data
• Employs techniques and theories drawn
from many fields within the broad areas
of mathematics, statistics, information
theory and information technology
Data Scientists definition:
• Data Scientists investigate complex
problems through expertise in disciplines
within the fields of mathematics,
statistics, and computer science
• A Data Scientist will most likely be expert
in only one or at most two of these areas
and merely proficient in the other(s).
Edward Tufte is a statistician, artist, and Professor
Emeritus of Political Science, Statistics and Computer
Science at
Yale University

Navigate the Marketing Technology Landscape
Focus your Learning & Development
upon:
• Customer Relationship Management
(CRM)
• Marketing Automation
• Marketing Dashboards
• Digital Media
• Big Data and Analytics
• Data Visualization
• Predictive AnalyticsSource: Scott Brinker @chiefmartec
http://www.chiefmartec.com and Lumascape
• The number of marketing solutions nearly doubled year over year (YoY) --
~4,000 marketing technology solutions
• ~3,500 unique vendors
• Up from ~350 in 2012!

Invest in Change Management
Three distinct phases in any change eﬀort:
• Unfreeze: This phase involves overcoming inertia and dismantling the existing mindset of how things are done to
change the current situation.
• Transition: This phase is focused on the development of new behaviors, values and attitudes through a deliberate set
of actions.
• Freeze: This phase cements the new mindset and supports the return of stakeholders’ comfort levels to previous
stages. Source: SiriusDecisions

Summary, Resources &
Information and Q&A

Summary: Key Elements of “Modern Marketing”
Source: SiriusDecisions

No Marketer Is An Island:
The 7 Personas Of The Modern CMO
7 CMO Personas:
• The Thought Leader
• The Growth Hacker (“Demand Gen CMO”)
• The Product Marketer
• The Brand Marketer
• The Strategist
• The Culture Builder
• The All-Around Athlete (The “ideal modern
CMO”)
“Today’s CMOs must be both a brand pioneer, analytics warrior, and an
operator. They must be both right-brained and left-brained. Plus, because
they are usually the face of the brand, they must also have strong
presentation skills and be exceptional at building teams”
Source: No Marketer Is An Island: Meet The 7 Personas Of The Modern CMO,
cmo.com April 2017
Be your own CMO of Modern Marketing!

SAP is a long-time trusted leader
in transforming businesses
More at www.sap.com

Resources & Information
• SAP.com: www.sap.com
• SAP Community Network (SCN):
scn.sap.com
• SAP Digitalist: digitalistmag.com
• SAP Digital Business Services on sap.com:
www.sap-digital-business-services.com/
• SiriusDecisions:
www.siriusdecisions.com
• ITSMA: www.itsma.com
• Industry and Market Analysts: IDC,
Gartner, Forrester, PAC, TBR and others!

Thank You!
Fred Isbell
Senior Director, BMO Lead
SAP Digital Business Services & SAP
HEC Marketing
fred.isbell@sap.com
www.sap.com
Twitter: Fmisbell
Facebook: Fred M Isbell
Linked In:
https://www.linkedin.com/in/fr
ed-isbell-903827

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