UCC Business Information Systems - Feb 2017

1. Data Transformation in Sales & Marketing
Barry Magee – Client Analytics and Data Transformation Leader – IBM Digital Sales Europe
vs.

2. Computing is entering a new
cognitive era.
Implementing data at the
centre of sales
What we’d LIKE to have….

3. Organisational environments, however, are
designed and run with a lot of inefficiencies.
Transforming sales and creating value is
harder than it sounds
What we ACTUALLY have….

4. CHALLENGES with Sales & Marketing Prospecting
4
No Management System
No course correction => suppressed results
Multiple Lists
Poor Contact Data
Little or No Market Feedback
Segments not Clusters
Weak or No Reason of Call
How do I use this info to open a client call?
Little Client Insight
data - not client insight provided
Who versus Why
Lists of CMRs with little else
Ease of Use
Designed visually to help discovery of insight
No Prioritization or Ranking
high opportunity cost of execution
Time to Research vs Engage
sellers spend 30 mins avg researching per prospect
Integration Results
Productivity
Confused Strategy
Opportunity Cost of Execution
Suppressed Lead Conversion
Revenue Left on Table

5. Marketing
Identified
Lead Dev
Validated
Sales
Qualified
How to respond?
- use data effectively across the funnel to maximum effect and RoI
What’s the problem?
– activities throughout the funnel are often siloed without integration
Why do we care?
– shift in activity towards top of the funnel => marketing and good targeting essential
Let’s start with what we typically do TODAY
Data Not Insight
Lack of Integration
Tactical not Strategic

6. 1. Opportunities not Productivity
It’s the TIME spent on the ‘other’ 98% of calls that is
seen to kill productivity and is wasted effort
2. Pipeline not Client Feedback
We obsess about pipeline we have and not about what
we learned about the clients we failed to convince
3. Wins not Market Trends
We take the wins and miss the fact that the losses may
mean a shift in market direction
1-2% Outbound Lead Conversion
In a typical Campaign we focus on the YIELD only not FEEDBACK

7. 12.7 M
Impressions
Paid Search (Google, Bing, Yandex,
GDN)
455,043
EU Web Visits
23,267
Registrations
450.9M
Impressions
107.8 K
Clicks
363.7K
Clicks
1,674
Active
Users*
82,004
Paid
search
Web Visits
89,122
Paid social
Web Visits
Paid Search
avg. 2%
0.8%
0.08%
3.3%
424.7 M
Impressions
Paid Social
(Facebook, LinkedIn, Twitter)
377.5K
Clicks
0.1%
10.5M
Wins =
Impressions
PM2
9.7K
Clicks
0.04%
5.1%
Benchmarks:
WW: 4.8%
Industry: 2.6%
Benchmarks:
WW: 1.2%
172,37
9Other
paid Web
Visits
35,838
Organic
Web
Visits
6,331
Social
Web
Visits
$2.072M
New Wins
763
Leads
263
companies
541
companies
How Many
Visits?
Is Conversion Higher
Than Target?
How Many Leads?
Is Conversion Higher
Than Target?
How Much Revenue?
Why are visitors
NOT registering?
94.9%
Why are so many
registered users NOT
active on site?
96.3%
What’s different about the
46% of active users who
become leads?
46%
We Ask How Much questions and not enough Why/Why Not questions A

8. Industry Description
Cloud
Count
of
Oracle
HW
Linux
Data
Center
Security
Big
Data
Oracle
Sun
Mainframe
Power
HP
WinTel
Automotive 1 1 4 1
Banking 1
Chemicals & Petroleum 1 1 1
Computer Services 2 2 1 4 4
Consumer Products 2 3 6 10 5
Education 1 1
Electronics 1 1 4 6 7 4 1 6 1 5
Energy & Utilities 1 1 1
Financial Markets 1 2 1 2 2
Government, Central/Federal 1
Healthcare 1 5 1 7 2 4 1 2
Industrial Products 2 4 14 25 2 1 2 31 1 13
Insurance 2 1 2 1
Life Sciences 2 3 1 1
Media & Entertainment 1 1
Professional Services 1 1
Retail 1 3 3
Travel & Transportation 2
Wholesale Distribution & Services 5 8 1 12 1 6
Grand Total 2 3 13 41 1 69 11 2 4 86 4 41
WHERE - industries
Industrial Products 16% Healthcare 3%
Automotive 9% Computer Services 2%
Wholesale Distribution & Services 9% Education 2%
Chemicals & Petroleum 7% Banking 2%
Consumer Products 7% Government, Central/Federal 2%
Electronics 7% Government, State/Provincial/Local 2%
Travel & Transportation 7% Insurance 2%
Life Sciences 6% Financial Markets 1%
Retail 5% Telecommunications 1%
Media & Entertainment 5% Aerospace & Defense 0%
Energy & Utilities 4% Exclusions 0%
Professional Services 4%
Completed Engagements with Positive Outcomes
2
WHAT - outcomes
6%
Oppty
Conversion
38%
Lead
Conversion
Execution Status for Prospects
1
Task Status Custs %
Not Started 1496 80%
In Progress 71 4%
Deferred 20 1%
Canceled 106 6%
Completed 171 9%
Grand Total 1864 100%
STATUS Outcome % Total
Completed 1) Wrong Solution 3% 5
2) Client has no Budget 1% 3
3) Client has no Sign-Off/Approval 3% 5
4) Client has no compelling Need 34% 59
5) Not within current Timeframe 19% 33
6) Client with Competition 6% 10
7) Opportunity already in system 7% 13
8) New Opportunity Created 6% 10
9) Nurturing for future engagement 19% 33
Completed Total 100% 171
IMT Total
Benelux 1
DACH 95
France 14
Italy 9
SPGI 15
UKI 37
Grand Total 171
4
WHERE NEXT - Q1 prospects
WHY - patterns
3
Lead Indicator %
PTB Cloud Service Security 86%
PTB Implement Advanced Cloud Infrastructure 83%
PTB Big Data 77%
Storage 77%
PTB Cloud Computing - Virtual Environment Management 74%
Power 51%
PTB Data Center 29%
Oracle Rdbms 20%
Linux OS 20%
PTB Platform Computing 17%
HP X86 14%
Oracle Apps 14%
Oracle HW 14%
Sun Manuf 3%
Oracle Services 3%
Proportion of Customers with Positive Outcomes per Lead Indicator
On
Target
Off
Target
Healthcare 100% Banking 50%
Government, State/Provincial/Local 100% Electronics 17%
Chemicals & Petroleum 100% Wholesale Distribution & Services 0%
Retail 75% Professional Services 0%
Consumer Products 75% Life Sciences 0%
Industrial Products 71% Financial Markets 0%
Education 67% Energy & Utilities 0%
Travel & Transportation 50% Automotive 0%
Computer Services 50%
Average 52%
On
Target
Off
Target
o/w Outcome/Feedback Status for Prospects
B
Where should we
focus?
Where should we
de-focus?
What proved NOT
to be significant?
What proved to be
significant?
Where are we
engaging effectively?
Where did we
execute best?
shift towards Why/Why Not questions

9. Getting strategic means taking a DESIGN THINKING approach to sales
• What are the key performance questions?
• What is the best process to capture the answers?
• Capture the right data to inform performance
• Implement an insight-driven transformation
process data insight
* =
?
?
?
?
What would I LIKE
to know?
?
?
questions
+

10. Why? - integrated feedback allows for Marketing and Sales SPRINTS
observe &
adjust
observe &
adjust
observe &
adjust
observe &
adjust
2%
10%
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

11. Which customers
are in each
campaign?
WHY
engage?
WHO
to call?
WHAT
to offer?
WHEN
to engage?
WHICH
resource?
HOW
to engage?
WHERE
to adjust?
Marketing
brand and marketing drive
prospects into top of
funnel
plan
execute
Lead Dev
Either a dedicated bus dev
rep or sales rep on bus dev
activity
plan
execute
Sales
Sellers managing a
territory of clients or
pipeline of opportunities
plan
execute
Identified
Validated
Qualified
What are the best
market
segments?
What are market
pain points or
CRAs?
What products
match market
needs?
Which digital
toolset do I use to
engage?
What is market
feedback and
where to pivot?
Which campaigns
should we run?
Which digital
toolset do team
use?
How are teams
performing?
When do I plan
for campaign
execution?
Which Reps
should cover
which campaigns?
Which clients and
Oppties are
priorities?
Sample Questions
Which Reps
should cover
which accounts?
How can I see
market pain
points?
How do I define
“best” segment?
How do I “fit”
product to
segment?
How do I “fit”
product to
segment?
How should
feedback adjust
campaigns?
How do I “fit”
product to
prospect?
Who do I call
next?
How do I
prioritise all my
calls?
How do I triage
my prospects?
How do I know
where to adjust
my actions?
Who do I call
next?
What are the
market trends?
What are the
market trends?
What’s best
product for my
customer?
When is best
time to engage
my customers?
How do I triage
my prospects?
How do I know
where to adjust
my actions?
How are teams
performing?

12. Recommended READING
Building Better Business
Cases for IT Investments
Ward, 2007, Cranfield
School of Management
What Are Key
Performance Questions
Bernard Marr, API
Institute - www.ap-
institute.com
Big Data: A Revolution That
Will Transform How We
Live, Work and Think
Viktor Mayer-Schonberger
and Kenneth Cukier 2013
The Signal and the Noise:
The Art and Science of
Prediction
Nate Silver, 2013
Marketing and Sales
Analytics: Proven
Techniques and Powerful
Applications from Industry
Leaders
Cesar Brea, 2014
1
2
3
4 6
5
Agile Analytics: A Value-Driven
Approach to Business Intelligence
and Data Warehousing: Delivering
the Promise of Business
Intelligence
Ken Collier, 2011