Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing. KEYNOTE Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell

1. Engaging the Customer on their terms
Jennifer Statham @JStathamAtDell
Executive Director, Marketing Technology & Agency Strategy

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A leading provider of end-to-end solutions
A strategy recognized by customers of all sizes across all industries
“Technology has always been about
enabling human potential”
- Michael Dell

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Source: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos
90%
trust recommendations
93%
of B2B customers conduct
their research on the internet
leveraging search, video and
social content
12
content tactics Brands
use to target and reach
potential customers
47%
Nurtured leads make
larger purchases than
non-nurtured leads
42%
conduct a search using
their mobile devices wile in
stores considering a
purchase,
Customers have re-defined how they engage with Brands
67%
Buyer’s journey is now done
digitally
65%
Abandon if the digital channel
does not quickly provide what
they want
75%
want Brands to use personal
info to improve their experience
60%
interact with brands in
multiple channels
79%
use a smartphone to
help with shopping

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Customer Experience today
To create more
relevant customer
experiences at scale,
organizations need to
mend the seams that
reveal themselves
when customers move
among touch points.
Turbulence for the CMO: Charting a path
for seamless customer experience
Accenture

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Marketing2020 @marketing2020EB
This is not the result we want

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Desired state is a consistent experience

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Customer-Centric Marketing
FROM
• Traditional marketing activity, with minimal focus on
digital and innovative activities
• Planning by vehicle in isolation, by quarter, by message
• Push marketing activity, mainly offline
• Singular focus on last touch attribution to pipeline and
revenue
TO
• Digital marketing activity, with key focus on new
technology capabilities
• Planning an experience across vehicles, across a
customer’s unique journey
• Pull marketing activity, mainly digital
• Modern metrics leveraging fractional attribution

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Understand
where you are
Build a Vision
Articulate where
you want to go
Build a roadmap
to get there
1 2 3

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Technology and Process in Context of
Business Strategy

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A Company Blueprint to achieve Our
Strategy
Business Architecture Team
January 2014
Dell business
architecture
blueprint
Investing in our future

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Our marketing vision
A world-class, innovative and customer-focused
marketing organization that works together to
strengthen our brand, shape our offerings, influence our
stakeholders’ perceptions and drive growth and
profitability for our business.

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The future of marketing is “Customer-Centric”
Delivering the
right message to the
right person about the
right solution in the right
place at the right time

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Are we prepared to take advantage of these
opportunities ?
Data
Execution
Enablers
Identity
Management
Audience
Management
Customer
Privacy
Platform
Utilization
Media
Optimization
Personalization
Measurement Technology Organization

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Content
Customer
Experience
Content
Marketing &
Management
Define the experiences we want to
enable on customer journey
Business processes & technology
support to create, produce, and
distribute content

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Technology
Technology Integrating key technologies to work
together

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Data
Data Holistic integration across touch points
Analytics Foundation of logic and rules

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Other
Planning Aligned planning and budgets
Agency
Models
Agency portfolio to support

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Build a strong
Change
Management
plan
Commit, Execute, and Adapt
Align the
Organization
Execute and
Adapt as
necessary
1 2 3

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Business Case, Expectations, Governance
Data
DDIE & CR Evaluation
Current State Data Audit / Assessment
* Updates & Maintenance
Consolidation, Integration & Deployment of cCRM Data
* Updates and Maintenance
Technology
Current State Capabilities Assessment
Future State Blueprint
Enabling Future State Technology Roadmap
Eloqua Integration Needs
Learn Layer Responsive Design
Enable DCO Functionality
KPI / Analytics
KPI Development & Publication
* Dashboard Design & Publication - Publish Content Effectiveness KPIs
* Dashboard Design & Publication - Define Initial Dashboard Production Process
* Dashboard Design & Publication - Publish Initial Dashboard Package
* Dashboard Design & Publication - Define Permanent Dashboard Package
* Dashboard Design & Publication - Publish Permanent Dashboard Package
cCRM Planning & Optimization Analytics
* Which journeys should we create - Research & Social Insights
* Which journeys should we create - RAD Strategic Planning Approach
* Which customers should complete a journey? - Buy Power and Propensity Modeling
* Which customers should complete a journey? - Customer LTV & Enhanced Propensity
* Which customers should complete a journey? - Nurturing Analysis
* Which customers should complete a journey? - Enhance Nurturing Analysis for Reactive Cust
Customer Experience
Customer Audience Engagement Map (1A)
Customer Audience Engagement Map (1B)
Customer Experience Metrics Definition
Real-Time Decision Logic
Planning
Business Case for cCRM Benefits & Drivers - Outside In POV
cCRM Benefits & Drivers - Extend Best-In-Class
cCRM Execution Planning
cCRM GTM Architecture
Customer-Based Budget – Timing
Customer Based Budget – Vision
Agency Models
Business Requirements
Engagement Strategy
Engagmt. Process Opt.
Funding Strategy
Vendor Rationalization
Content Management
Connecting DCO to CMS
Business Process Definition for Content Management
Enabling CM Future State
Short Term Content Management Solution
Content Marketing
Process Design & Roles and Responsibilities – 1A
(Near Term)
Process Redesign and Roles & Responsibilities
1B (Mid-Term)
Content Deployment Approach - BOM VIEW
Content Deployment Approach - Scaling and
Automating Content Deployment
Content Classification
Sales Enablement
Sales Enab. Info Vision - Design / Recommend
Sales Enab. Info Vision - Implement
Sales Training on Customer Information
Sales Edge Improvement - See Content Management
Initiatives
Sales Edge Improvement - Sales Edge Improvement
(Timing TBD)
Q3 Q4
Q2 Q3 Q4 Q1 Q2
Q2 Q3 Q4 Q1 Q2
Q1
Q3 Q4
2014 2015

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Dell’s Change Management Framework
Stage 1 Make the Case
Stage 2 Design the Change
Stage 3 Execute the Change
Stage 4 Make it Stick
• Increase urgency
• Get the right leaders
involved
• Communicate for buy-in
• Empower action
• Create short-term wins
• Sustain the change
• Create a new culture
Adapted from John Kotter. Leading Change. Boston: Harvard Business School Press, 1996.
• Get the vision right
• Develop a roadmap

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Change Readiness Assessment
High Performance Marketing TransformationProductivity
Duration Benchmark (Months)
New Process
Deployed
Pre-Change
Level
Benefits
Realized
“Valley of Despair”
Quick wins
evident
Depth and width of the
valley determine success
High Performance
Marketing Organization
0 2 4 6 8 10 12
Training
• Unsettled feeling
• Steep learning curve
• Early results disappointments
• Passive Commitment
• Resource draining
• Wet blankets

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Share Early Success
8 - 20X
ROAS with targeted display
30% media impressions (targeted)
yield 80%display revenue
3% of emails are personalized, driving
26% email revenue
4X SQLs with multi-touch campaign
and tactics

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So what about Email ?
• Responsive Design
• Personalization
• Real-time response
• Part of an end to end
solution
• E-Newletters

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Grazie
σας ευχαριστώ
Děkuji
谢谢
ありがとう
dank u
Danke
Merci
‫תודה‬
शुक्रिया
감사합니다
Obrigado
Gracias
Спасибо
Tack
ขอบคุณ
teşekkür ederim
cảm ơn bạn
Go raibh maith aga
Thank you
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“Marketing without data is like watching fireworks with
your eyes closed…
There’s an enormous amount of noise,
but you have no idea
what’s going on.”
IDC Maturity Model: Data-Driven Marketing –
Beyond Marketing Automation, IDC Dec 2013