2. @cerijones216
What I’ve learned so far…
1. PERFORMANCE is mainly about PEOPLE (and culture
and competencies)
PROCESS and SYSTEMS (in that order) come a long
way second
2. CHANGE is hard – and always takes longer than you
think
3. PEOPLE need to think differently about what they do
and how it makes a meaningful contribution
This is the first step to CHANGE and PERFORMANCE
improvement
3. @cerijones216
agenda
• Basware transformation
• The Digital & Growth Agendas: context for Marketing change
• Becoming a ‘Modern Marketing’ organisation: customer and
outcome focus
• ‘Performance Marketing’ as a focus for change: data-driven
decisions
• Role of the Global Demand & Operations Shared Services
Center
• Leading with Big Data Insights
4. @cerijones216
Who is Basware?
• Leader in eProcurement, financing and invoice automation
solutions
• HQ in Finland
• Founded over 30 years ago
• 67 colleagues in Marketing; 80 quota carrying Sales
• 4 years into a major transformation from license to subscription
and transactions revenue
• Resulting in cultural shift to focus on customer experience and
loyalty over products – 2 years in
5. @SpeakerName
from to
• Licence revenue business
• Nordic Focus
• Think and plan locally
• Product-centric
• Analogue
• Marketing Activity
• Broadcast
• Selling
Transformation Context
• Subscription business
• Global
• Think Global, act local
• Buyer-centric
• Digital First
• Marketing Performance
• 1-to-1
• Enabling the buyer’s journey
13. @cerijones216
digital shared services: enabling change
‘The Demand Center provides a shared
services center of excellence to offer
standardised digital services that are simple
to use and to Scale through a Single Point of
Contact’
18. @cerijones216
2017 ‘5 Pillars’:
marketing transformation continues
TIGHTEN
LINKS TO THE
BUSINESS
INVEST IN
PEOPLE
RE-INVENT
THE BRAND
DEVELOP
CUSTOMER
DRIVEN
MARKETING
SIMPLIFY
MARKETING
Synchronise experience across all
channels & touchpoints with the
customer at the centre
Create/Amplify a consistent message
& orchestrate the conversation across
the buyers journey
Marry the art & science of marketing
Re-connecting the Demand Center with core marketing functions
19. @cerijones216
What I covered
1. PERFORMANCE is mainly about PEOPLE and the context (culture
and competencies)
PROCESS and SYSTEMS (in that order) come along way
second
2. CHANGE is hard – and always takes longer than you think
3. PEOPLE need to think differently about what they do and how it
makes a meaningful contribution
This is the first step to CHANGE and PERFORMANCE
improvement
Context is everything! There is no ‘right’ way!
REINVENT THE BRAND
Brand is the sum of our audiences interactions with us. As with our strategy, which places customers at the centre of our re-invention, our brand experience must reinforce that we are focussed on helping our customers run their finance & procurement functions better
Re-inventing the brand is an important step in ensuring relevance. We need to articulate that we understand our customers by shaping meaningful & distinctive experiences for them
If we get this right, we differentiate ourselves from the competition, & inspire advocacy. Not just amongst our customers but amongst those audiences we wish to engage
Brand is not about logo, colour palettes. Its about storytelling, how the people who we live to serve think & feel about us. It’s the representation of our business across every touchpoint that our customers & prospects have with us &, if done well will help us increase our purchase consideration
TIGHTEN LINKS TO THE BUSINESS
- This pillar has been established to drive the idea that marketing must run like a business, constantly measuring our activities against the achievement of Basware’s business & revenue goals
- To increase marketing’s relevancy & ensure we meet our collective business goals of revenue, profitability & future growth we need to engage better with stakeholders both inside &
outside our business.
- We’ll focus heavily on getting the right measures of success in place, so that every person in marketing understands what they have to do, & how that contributes to our overall business goals
- In doing this we’ll focus on ensuring the appropriate alignment of marketing with other relevant business functions so that we are crystal clear about what the business can
expect from marketing, & what not to expect
- & beyond that we’ll take greater responsibility for proactive pipeline management, ensuring that we are working more closely with our colleagues in sales & the BA’s to ensure we
collectively take responsibility & actions to ensure the business has the right amount of pipeline, throughout the sales cycle to achieve our goals
DEVELOP CUSTOMER DRIVEN MARKETING
More than 80% of sales cycles start with a simple search. Recognising this new business paradigm, we must shift our focus from ‘selling’ to organisations to empowering individuals & organisations to buy
With a radical shift in our GTM approach & an audience first mind-set we can now focus on providing answers to our customers business problems, & enabling our audiences to discover the information they need through whatever channels they choose to engage: web, apps, social or other
With this consistent digital experience will make it easier to meaningfully engage with & delight customers & prospects
With simplified digital assets, more intuitive online navigation & greater personalisation we’ll increase our early stage relevance in the customer decision journey & help people do business with us faster & more easily
& in doing this we should be successful in capturing more interest, driving deeper engagement which in turn, creates more demand
SIMPLIFY MARKETING
To successfully implement our 2017 marketing strategy we will streamline our internal operations & the way we are organised
In line with our vision in becoming customer obsessed we will lead with the design principle of customer driven marketing
This principle will be a prominent theme in more closely linking regional & local planning & execution
It is my expectation that we will agree on a small number of integrated marketing plans which will form a significant proportion of our marketing programme strategy. & we will build agile teams with representation from both local & regional marketing
These teams will then plan worldwide programmes & campaigns for each integrated plan, taking on-board market unit input into content that is more pertinent to specific audiences
This integration enables us to generate assets with increased relevance for our customers by focussing in their business & personal challenges & catering for their preferred way on consuming information & engaging with us
As importantly, it means that our investment in content & programmes get better utilisation & drives greater engagement
INVEST IN PEOPLE