Business technology literacy is not optional (mitchell mackey) 19 11-2012 [compatibility mode]

Business Technologyfluency is not optional

mitchell_mackey@hotmail.com+61 0402790723

Mitchell MackeyMarketing DirectorAnsell Limited

www.mitchellmackey.com.au@mitchellmackeymitchell_mackey@hotmail.com

Mitchell Mackey

My personal views

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What follows is my personal view, not Ansell’s

Depending on your perspective, several comments may be a little provocative

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Agenda

Ansell

The connection imperative

Our challenge

Changing the game

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11,000 people

$1.3bn in revenue

Global scope

A century old Australian company

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More than condoms

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Big in Medical & Industrial safety

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Big in Mining, Oil & Gas

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AgendaAnsell

The connection imperative

Our challenge

Changing the game

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Connected Products

Connected Customers

Connected Employees

ConnectedPartners

We live in a connected world

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Access everything on mobile devices

Collaborate on deals

Create social customer profiles

Connected selling

Your Customer

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Connect on Twitter and Facebook

Respond immediately

Synchronize service experiences across channels

Connected service

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Listen and engage customers on social media

Publish and advertise with social campaigns

Measure and accelerate campaign ROI

Connected marketing

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Connected collaborationCollaborate with customers, partners, & employees

Create branded communities

Share posts, files & feeds

Less email & fewer meetings

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Work is not exempt

Align with social objectives

Motivate with social rewards

Improve employeeperformance

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What about your

company?

Your customers, employees,

and partners are connected

But there is a connection divide

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Burberry’s CEO gets it

YouTube: http://youtu.be/DzBIYwZsut0

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Angela Ahrendts

“You have no choice”

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AgendaAnsell

The connection imperative

Our challenge

Changing the game

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Siloed organisations don’t work

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Islands are everybody’s dream

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The silos don’t function in a digital, omni-channel world

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Silos breed pointless point solutions

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Lost in Excel hell

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Neither efficient nor effective

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Internal I.T. breeds complexity

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Forget customer centricity

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Dear customer: “good luck”

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Brand promises are not delivered

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TV Print&

radio

Shows&

events

Directmail

Email Digital RetailCallcentre

Supplychain

Sales Product

Making promisesMaking promises

Keeping promises

Brand values are exposed

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The sales funnel is a hair ball

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Today’s funnel is not linear

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Companies, their marketers & agencies are behind the game

Only 3% of firms are customer centric

33% are customer oblivious

_ Temkin Group Insight Report

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Marketing is a cost centreI.T. & Business struggle to alignCRM projects crash and burn90% of websites are failing to deliverCorporates are too slow to adopt new technologiesNo one is happy

Sleeping in separate beds

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Lost revenueFrustrated customersFriction between Marketing & Sales & I.T.Disengaged stakeholdersIrrelevant technology spending

Real costs to the business

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What must B2B marketing deliver?

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AgendaAnsell

The connection imperative

Our challenge

Changing the game

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1960sMainframeComputing

1970sMini

Computing

1980sClient Server

Computing 1990sCloud

Computing

2000sMobile

Computing

2010sSocial

Revolution

x 10x 100x 1,000x 10,000x 100,000x

Digital acceleration

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Internet-native Business Technology (B.T.) is rapidly changing the game

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… not contributing to change & growth,”

“8 out of 10 dollars spent in IT is dead money …

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The forecast is cloudyInternet-based computing, whereby shared resources, software, and information are provided on demand, like the electricity grid: Wikipedia

Software as a ServicePlatform as a ServiceInfrastructure as a ServicePublic, Private & Hybrid CloudsServer virtualizationCloud 2 = Cloud + Social + Mobile

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People

Biz Tech

Process

The 3 essential elements

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I.T. versus Business Technology

Ad hoc legacy systems

Multiple data entry

Cockroach legacy systems

No real-time reports & analysis

An integrated environment

Enter data once

Accountable marketing

Real-time intelligence

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Business Technology

Vs

InformationTechnology

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The platform decision is critical

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Velocity & agility are imperatives

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VS.

Duration: 3-12 months+Team size: 25 FTE+Skills: developers, project mgrs

Duration: hours to daysTeam size: 6 FTESkills: admins & super users

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Business must lead: with B.T. you are no longer pouring I.T. concrete

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It is impossible to stay on top of everything with 20th century tools

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Should I.T. infrastructure be one of your firm’s core competencies?

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How secure are corporate networks?

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“There haven't been any significant security breacheswith an on-demand services vendor,” Nucleus Research

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We all have our sacred cows

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Most sacred cows are cockroaches

Ad hoc business processes

Excel hell & “home-made” I.T. point solutions

Organizational Alzheimer's

=

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CMO-CIO alignment is critical

Technology is at the core of customer engagement

Marketing today requires co-operation with I.T.

Integration is occurring only slowly

_ The CMO Council

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YouTube: http://youtu.be/A98NFBm8b9U

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From infrastructure to innovation

Chief InformationOfficer

Chief InnovationOfficer

“Keeping thelights on”

“Backlog, difficult to integrate, problem descriptions, costs, etc”

“Business hero”

Chief InfrastructureOfficer

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Comm Bank’s Michael Harte dismisses security, privacy and data sovereignty issues as genuine barriers to cloud adoption

“"We've halved storage, app testing and development costs.

“We've got a wide range of technology functions as a service,“ Comm Bank CIO Michael Harte last week

“Absolute garbage”: Comm Bank

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“The happiness that you can get from your business partners because you're delivering services up on demand within minutes or within days rather than within days, months, weeks, that it normally took,“ Comm Bank’s Michael Harte

“Delivering value in days”

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Usability is decisive

“When I started Salesforce.com I used to think why isn’t all enterprise software like Amazon.com, now I think why isn’t it like Facebook?”

_ Salesforce.com founder and CEO Mark Benioff

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Consumer tech innovation has lead the way: consumerising I.T.

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5959

Sophisticated capabilities, without intensive support & training

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Brands require a technology backbone

A technology infrastructure that supports an integrated approach to customer strategy, development,

delivery, and measurement — across the customer experience

_ Forrester Research

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Marketing spending must switch from media bets to infrastructure

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“Marketing will outspend I.T.”

“Marketing is now a fundamental driver of technology spending

“CMOs and CIOs alike must recognize that technology and marketing are now inextricably tied

“Future success depends on the creation of a totally new kind of cross-functional organization,”

_ Gartner analyst Laura McLellan

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Now is the time to embrace B.T.

Business Technology literacy is not optional

You must embrace this stuff

You don’t have to configure code or set up a HTML form, but you do need to need to understand what works and what doesn’t

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You need all the jigsaw pieces

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Integration, integration …

A brand with a fully integrated cross-channel capability is an achievement today; soon it will be the norm

_ Forrester Research

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Social

Screens

Get your front-end platform right

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Your Customer

The power of one integrated platform

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The sum is greater than the parts

Single Sign On A standard, modern User InterfaceSynchronized sales, customer, product, website and social data in one placeData is entered onceFew, if any, standalone point solutionsBusiness driven, insight-focused, predictive analyticsIntegration with the back-end transactional ERP Enabling external and internal collaboration

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RelevanceClarity

AnxietyDistractionUrgency

Fight the F.U.D. (fear, uncertainty & doubt)

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Who are our customers and what are their goals?

2) Theirgoals3) Are we helping

them accomplishthose goals?

1) Ourcustomers

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The customer mandateMerge Marketing with I.T.

Kill off ASAP the 20th century legacy I.T. systems

Genuinely own, with Sales, the revenue target

Implement a social enterprise collaboration layer

Master the structured & unstructured data flows

And cultivate a dynamic, game-changing culture

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Zero Moments of Truth

Obsess about consistently winning the Zero Moments of Truth with your customers and stakeholders

Every “moment “ counts for or against your company

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Questions?

Visit my marketing blog at: www.mitchellmackey.com.au

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