Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.

1. Marketing Outcome-Based Services in
the Age of Digital Transformation
Fred Isbell, Senior Marketing Director | SAP

2. Marketing Outcome-Based Services in the
Age of Digital Transformation
• Digital transformation and innovations including cloud, social media, and Big
Data/analytics have redefined services marketing
• The modern services marketer must both combine art and science to meet
changing needs of the services marketplace, including digital technologies,
thought leadership and storytelling, and analytics for key insights
• We’ll address the skills of a successful modern services marketer, technology
as a key enabler to transformation and innovation, and address key best
practices

3. Agenda
• Innovation Adoption 101
• Digital Transformation
• Modern Marketing
• Ten Best Practices for the Modern Services Marketer
• Summary, Resources & Information and Q&A

4. Innovation Adoption 101

5. Audience Quiz
Who Pioneered These Innovations?
First Fortune 500 Web Site
First Internet Firewall
First Internet & TCP/IP Networking
First VPN/Internet Tunneling Software
First Internet Search Engine
First use of “Business Intelligence” (BI)

6. Audience Quiz
Who Pioneered These Innovations?
First Fortune 500 Web Site
First Internet Firewall
First Internet & TCP/IP Networking
First VPN/Internet Tunneling Software
First Internet Search Engine
First use of “Business Intelligence” (BI)

7. Innovation Adoption 101:
The Model & Segmentation Innovation Adoption:
 A model that classifies
adopters of innovations
based on their level of
readiness to accept new
ideas
 Innovative adoption
characteristics are
assigned to groups -- all
innovations go through a
predictable process before
becoming widely adopted.
 The groups consist of
early adopters, early
majority, late majority, and
laggards
Source: dictionary.com
Source: Rogers, G. Moore, MIT Sloan/CAP Gemini
“Crossing the chasm”
Early adopters achieve:
+9% revenue creation
+26% impact to profitability,
+12% market valuation
Less Resistance More Resistance

8. Innovation Adoption 101
Time to Innovation Adoption
Source: Rogers, Moore, McKinsey, Wikipedia
• Inflection point (curve begins to slow) = point
of “critical mass”
• Key -- get there quickly, whether users or
product volume, etc.
• Failure to “cross the chasm” (Geoffrey Moore)
or reach critical mass = doomed to a smaller,
sub-optimal market and much smaller market
share
Source: “No ordinary disruption”, McKinsey, May 2015
The “Need for Speed” has never been greater

9. The Hype Cycle: Riding the “Roller
Coaster” of Innovation
• The hype cycle is a branded
graphical presentation developed
and used by American information
technology (IT) research and
advisory firm Gartner for
representing the maturity, adoption
and social application of specific
technologies.
• The hype cycle provides a graphical
and conceptual presentation of the
maturity emerging technologies
through five phases
Source: https://en.wikipedia.org/wiki/Hype_cycle

10. Digital Transformation

11. Why Do We Need to Respond to New Technology
and Innovations?
"Innovation has created a
digital economy and
digitization is affecting all
businesses and all
industries. So how do you
make this transition to
digital? Simple. Every
business in here today is
in a state of
transformation”.
Bill McDermott, SAP CEO
May 2015

12. My Innovation Journey & Navigation
IBM 3270
Terminal
c.1982
Compaq
“Portable”
c. 1983
Tech
Stack
c.2015
Desktop,
Laptop &
iPAQ PDA
c. 1998

13. Digital Transformation – A Definition

14. SAP Digital Business Framework

15. Modern Marketing

16. Modern Marketing
Modern Marketing is:
 Strategic
 Driven by data and
insights
 Combines left and Right
Brain skills
 Aligned with Sales
 Agile (like modern
software methodology)
 Leverages Marketing
Technology (MarTec)
and Automation

17. Modern Marketing is Happening NOW
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com
Marketing must provide the “glue”
binding different parts of the
company around the brand promise
– and embrace five key
responsibilities:
• Represent the voice of the market
• Synchronize the customer experience
across all channels
• Be the brand steward
• Capitalize on insights
• Be an integrator and force multiplier
across the company
Source: SAP Customer Engagement & Commerce (CEC)

18. IDC’s Five Key Competencies for Modern Marketing
Source: IDC

19. Ten Best Practices for the Modern
Services Marketer

20. Ten Best Practices for the
Modern Services Marketer
1. Understand How Innovation Technologies
Will Drive Digital Transformation
2. Tell the Story: Thought Leadership
3. Plan and Execute the Modern Webinar
4. Define and Use Buyer Personas
5. Guide Customers on the “New” Buyer’s Journey and Unite and Align Sales
and Marketing
6. Implement Structured Methodologies, Processes and Regular Governance
7. Leverage Account-Based Marketing (ABM)
8. The Geeks Won: Embrace Data Sciences
9. Navigate the Marketing Technology Landscape
10. Invest in Change Management
20

21. “More than 60% of CEOs expect 15-50% of their earnings growth in
the next 5 years to come from technology-enabled business innovations.”
McKinsey study, 2013
1.) Understand How Innovation Technologies
Will Drive Digital Transformation
Cloud
Abundance of cost-
effective computational
power and storage
Social
Connected business
and social networks
Big
Data
Real-time analytics
for behavioral and
predictive insights
Internet of Things (IoT)
Machine to
Machine communications
and sensor-based Data

22. 2.) Tell the Story: Thought Leadership
Two-Minute Drill
Thought Leadership Sits at
the Pinnacle of a
Successful Content
Marketing Strategy
Source: Forrester 2013
“Thought leadership is not a one man show .. it is
a virtual team and not a formal organizational
structure”
Thought leadership takes a
team of the best minds in
the organization (and
beyond)
Source: Sirius Decisions
Develop a Thought
Leadership Platform
Source: Forrester
SAP Programs Model IDC Buyers Journey Forrester Customer Life
Cycle
Thought Leadership is great storytelling
delivered across the buyers journey and
customer lifecycle w/ focus early on and
mostly in a digital and/or off-line format
• Definition: A thought leader
is an individual or firm that is
recognized as an authority in
a specialized field and whose
expertise is sought and often
rewarded
• Timing: Tied to the
awareness and consideration
phase of the Buyer’s Journey
and (sometimes) pre-
demand generation and
always before purchase
phase
• Format: Usually Before a
prospect or customer
engages a sales person, and
often digital in format
Thought Leadership maturity varies from
organization to organization and is dynamic and
consistently evolving; SAP is on the upper-end
of Thought Leadership maturity in our industry
along with IBM, CISCO, and others
ITSMA Thought
Leadership
Maturity
Model
“The purpose and process of thought leadership is widely misunderstood and
misapplied, causing mixed results”
-- SiriusDecisions

23. 3.) Plan and Execute the Modern Webinar
• Combine external analyst/subject matter expert,
company expert and customer is the “perfect storm”
• Have the webinar platform and environment and
emails reflect your brand
• Adopt a panel approach for a “modern marketing
webcast”
• Avoid “death by PPT” at all costs
• Invest in time for preparation (moderators guide)
and schedule and run a dry-run
• Incorporate BLOG and Social Media promotions
• Promote and re-purpose on-demand replays
• Leverage your follow-up from Inside marketing/tele
and support with on-demand enablement
In Search of the Perfect Storm:
SAP Digital Business Services
Marketing Thought Leadership
Webinars
ON24 Webinar World Keynote March 2017
SAP Digitalist BLOG: Confessions Of A Webcast
King: Modern Marketing, Webinars, And The Future
Of Digital Marketing

24. 4.) Define and Use Buyer Personas
Defining buyer personas helps drive customer-centric innovation
and go-to-market strategy
Understand both New and Understood Buyer Personas and develop
insights that drive and inform other activities, including messaging
development, campaign design, content strategy and defining market
requirements for product/solutions innovation
Source: SiriusDecisions

25. 5.) Guide Customers on the “New” Buyer’s
Journey and Unite and Align Sales and Marketing
How this is different:
 No implicit hand-offs between sales and marketing
 Majority of exploration done on-line before talking to a
sales rep
 Introduces new content requirements – importance of
mobile-ready content
 Departure from traditional “Marketing funnel”
Source: IDC
Source: Kapost

26. 6.) Implement Structured Methodologies,
Processes and Regular Governance
Source: SiriusDecisions
Critical Success Factors:
 Standard Methodology
 Systems and Processes
 Dashboards & Reporting
 Governance and Review
 Marketing Automation & CRM
Integration

27. 7.) Leverage Account-Based Marketing (ABM)
 ABM is an approach that aligns demand creation programs and messaging against a chosen set of accounts and goals
in a way that is relevant and valuable to those accounts and to sales account owners.
 ABM is centered on a smaller number of accounts in a one-to-one or one-to-few approach. Focus is dedicated to a
defined set of accounts that have been collaboratively selected by sales and marketing.
 Needs are focused on a defined set of objectives within specific buying centers in selected accounts.
 Goals for ABM are derived from a comprehensive, joint sales and marketing planning process that identifies specific
goals for selected accounts
Source: SiriusDecisions

28. 8.) The Geeks Won: Embrace Data Sciences
Napoleon's March – from “Visual display Of Quantitative Information”
Data Science definition:
• The extraction of knowledge from
data
• Employs techniques and theories
drawn from many fields within the
broad areas of mathematics,
statistics, information theory and
information technology
Data Scientists definition:
• Data Scientists investigate complex
problems through expertise in
disciplines within the fields of
mathematics, statistics, and
computer science
• A Data Scientist will most likely be
expert in only one or at most two of
these areas and merely proficient
in the other(s).
Edward Tufte is a statistician, artist, and
Professor Emeritus of Political Science,
Statistics and Computer Science at
Yale University

29. 9.) Navigate the Marketing Technology Landscape
Focus your Learning &
Development upon:
• Customer Relationship
Management (CRM)
• Marketing Automation
• Marketing Dashboards
• Digital Media
• Big Data and Analytics
• Data Visualization
• Predictive Analytics
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com and Lumascape
• The number of marketing solutions nearly doubled year over year
(YoY) -- ~4,000 marketing technology solutions
• ~3,500 unique vendors
• Up from ~350 in 2012!

30. 10.) Invest in Change Management
Three distinct phases in any change effort:
• Unfreeze: This phase involves overcoming inertia and dismantling the existing mindset of how things are
done to change the current situation.
• Transition: This phase is focused on the development of new behaviors, values and attitudes through a
deliberate set of actions.
• Freeze: This phase cements the new mindset and supports the return of stakeholders’ comfort levels to
previous stages.
Source: SiriusDecisions

31. Summary, Resources &
Information and Q&A

32. Summary: Key Elements of “Modern Marketing”
Source: SiriusDecisions

33. No Marketer Is An Island:
The 7 Personas Of The Modern CMO
7 CMO Personas:
• The Thought Leader
• The Growth Hacker (“Demand Gen
CMO”)
• The Product Marketer
• The Brand Marketer
• The Strategist
• The Culture Builder
• The All-Around Athlete (The “ideal
modern CMO”)
“Today’s CMOs must be both a brand pioneer, analytics
warrior, and an operator. They must be both right-brained and
left-brained. Plus, because they are usually the face of the
brand, they must also have strong presentation skills and be
exceptional at building teams”
Source: No Marketer Is An Island: Meet The 7 Personas Of The Modern
CMO, cmo.com April 2017
Be your own CMO of Modern Marketing!

34. SAP is a long-time trusted leader
in transforming businesses
More at www.sap.com

35. Resources & Information
 SAP.com: www.sap.com
 SAP Community Network (SCN):
scn.sap.com
 SAP Digitalist: digitalistmag.com
 SAP Digital Business Services
on sap.com:
www.sap-digital-business-
services.com/
 SiriusDecisions:
www.siriusdecisions.com
 TSIA: https://www.tsia.com

37. Thank you.
© Technology Services Industry Association

38. Contact Information
Fred Isbell
Senior Director,
SAP Digital Business Services
& SAP HEC Marketing
fred.isbell@sap.com
www.sap.com/services
Twitter: Fmisbell
Facebook: Fred M Isbell
Linked In:
https://www.linkedin.com/in
/fred-isbell-903827

39. Complete 10 or more session evaluations
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40. Follow us on Twitter
@tsiacommunity

41. Where do I access the session slides?
Via the TSW App or go to:
www.technologyservicesworld.com/presentations
Username: presentations
Password: TSW2017SD

42. Presentation Ideas
• Keep content concise; stay on topic
• Keep slides legible
• Use bullet points and imagery
• Use a font no smaller than 18 point (24 point is recommended)
• Make a controversial point with supporting evidence
• Be mindful of presentation length
• No company promotions (this is not intended to be a sales session)

43. Presentation Storyline Guide
Introduction/context
• Give a quick intro for yourself and the
company
• Introduce the topic – share the context
and specific challenge.
• What makes your situation unique?
• Why was this challenge a priority?
• Was this a top down or bottom up priority?
Best Practice
• What was the solution you implemented?
• Describe the steps of implementing your solution
• Did everything go as planned?
• How long did you expect this to take? How long
did it take?
Results
• What tangible lessons can you share?
• Did any of these results surprise you?
• Are there things that will change based on
these results?
Take-away/Lessons Learned
• What were the most surprising lessons?
• What do you think is the most important lesson?
• What would you do differently if you could do it again?
* Please make sure attendees are able to leave your
presentation with actionable insights based on your
lessons learned

44. Copy + Imagery Content Slide
• A
• B
44

45. Heavy Copy Content Slide
45