UCC PGDip in Innovation Studies - Feb 2021 - Barry Magee I'm an experienced senior business leader focused on how data-driven transformation creates organisational value with deep experience in sales, marketing, strategy, operations, and change management. I’m a recognized industry-leading specialist and academic on effective and systemic innovation using data and analytics to build competitive advantage and tangible results. https://www.linkedin.com/in/barrymagee/

1. © 2020 Citrix | Summit | Content under NDA
Barry Magee
Director of Business Intelligence and Transformation, Citrix
Culture Hacking with Data
Front line experiences in data transformation

2. AN ITERATIVE JOURNEY
Renewals
Business
Services
Business
Business
Development
Digital Sales
Field Sales
Marketing
Resource
Planning
What happens if you try to make sales and marketing more data-
driven?

3. A WICKED PROBLEM
What happens if you try to make sales and marketing more data-
driven?

4. 4 © 2020 Citrix | Summit | Content under NDA
The Use-Case Journey : Perseverance
What happens if you try to make sales and marketing more data-driven?
Industry baseline 2-3%

5. A RAIN of lists
Average of 100 unique
“lists” per Europe mission
No DIRECTION
Only 5% of lists have prioritization and lists
at odds with each other
Quality => TIME
Each doubling of lead conversion rate
halves time taken to get pipeline
No FEEDBACK
Without ability to capture feedback we lose
customer insight on 98% of calls
Business As Usual
Ad-hoc list driven execution from multiple and hidden stakeholders
suppresses lead conversion and time to pipeline target.
1-2%
lead
conversion
1
integrated
process
1
client discussion
for all topics
13-20%
lead
conversion
Edison Pipeline
one integrated process in sales connect with management system and
market feedback allows sales sprints increasing speed to pipe
Weeks
to build
pipeline
A $1m sales target of $100k transactions and 20% Win Rate will take 50
weeks of activity to achieve with a 1% lead conversion rate.
A $1m sales target of $100k transactions and 20% Win Rate will take 9
weeks of outbound activity to achieve with a 5.5% lead conversion rate.
1
2
3
4
Months
to build
pipeline
What’s the problem – it’s hard to build pipeline
What happens if you try to make sales and marketing more data-driven?

6. observe &
adjust
observe &
adjust
observe &
adjust
observe &
adjust
2%
??%
Time
Lead
Conversion
1. create processes to capture the data to answer what you need to know
2. think agile marketing and sales with a data backbone
3. identify > execute > observe > adjust > repeat
4. short sprints of activity allow you course correct more quickly - eliminate waste & maximise conversion
How - integrated feedback allows you to pivot
What happens if you try to make sales and marketing more data-driven?

7. What are Edison core Use-Cases?
Where is the market for our
strategy?
How to deploy resource to
maximise yield and RoI?
How to create data-based
plans to make plan?
How to ensure we execute
effectively everywhere?
How to maximise effort on
closing and bookings?
How to maximise adoption and
consumption?
Plan Execute Close Consume
TAM and Deploy
Plan to Make Plan
Pipeline Build
Mgt System
Success/Adoption

8. 8 © 2020 Citrix | Summit | Content under NDA
The Use-Case Journey : Perseverance
What happens if you try to make sales and marketing more data-driven?
build ‘it’
Industry baseline 3%
AI baseline 19%
Within Sprint 25%
Lo-FI
Inputs : 5
Outputs : 1
Users : 20
Med-FI
Inputs : 15,000
Outputs : 100
Users : 5000

9. WHACK-A-MOLE

10. WHACK-A-MOLE
What happens if you try to make sales and marketing more data-
driven?
A wicked problem is a social or cultural problem that is difficult
or impossible to solve for as many as four reasons:
• incomplete or contradictory knowledge,
• the number of people and opinions involved,
• the large economic burden, and the
• interconnected nature of these problems with other problems.

11. WHAT WE ACTUALLY GET
What happens if you try to make sales and marketing more data-
driven?
O R G A N I S A T I O N A L E N V I R O N M E N T S ,
H O W E V E R , A R E D E S I G N E D A N D R U N
W I T H A L O T O F I N E F F I C I E N C I E S .
C R E A T I N G V A L U E I S N O T A
T E C H N O L O G Y P R O J E C T - I T ’ S A
B U S I N E S S T R A N S F O R M A T I O N

12. 3RD ROUTE
What happens if you try to make sales and marketing more data-
driven?
https://herdingcats.typepad.com/my_weblog/2017/05/book-of-the-month.html
Execution
Bias
Doing vs
Thinking

13. ELEPHANT IN THE ROOM
What happens if you try to make sales and marketing more data-
driven?
Case Study:
Sales Strategy
Confirmation
Bias
What I Want
vs
What I Need

14. FASTER HORSES
What happens if you try to make sales and marketing more data-
driven?
What I Want
vs
What I Need
Case Study:
Sales Strategy
Confirmation
Bias

15. 2 PROBLEMS
What happens if you try to make sales and marketing more data-
driven?
10:20:8
0
Case Study:
Digital Sales

16. COBBLERS

17. BATTLESHIPS

18. 18 © 2020 Citrix | Summit | Content under NDA
The Use-Case Journey : Perseverance
What happens if you try to make sales and marketing more data-driven?
build ‘it’
Industry baseline 3%
AI baseline 19%
Within Sprint 25%
Lo-FI
Inputs : 5
Outputs : 1
Users : 20
Med-FI
Inputs : 15,000
Outputs : 100
Users : 5000

19. 19 © 2020 Citrix | Summit | Content under NDA
Business Intelligence Charter 2021
Act as consultants to help
business leverage the new
data-driven capabilities
Transformation
Program
Create decision support
tools to help business
make better choices ahead
of time
Market
& Client
Insight
Develop Centre of
Excellence for Analytics
based on industry best
practice
Analytics
Centre of
Excellence
Develop e2e value-chain
management systems to
optimise bottom line
results
Performance
Management
Constantly invest time with
Stakeholders to develop
impactful solutions for
their business
Stakeholder
Management
1 3
4
5
6
Develop deep
understanding of system
mechanics as diagnostic
Diagnose
Business
Systems
2

20. 2 ROUTES – SPECIFIC V WHOLISTIC
What happens if you try to make sales and marketing more data-
driven?
system
issue