P&G Alumni Network Atlanta Chapter 8-16-17

1. Steve Cook
President
Harris Fogel David Grocer Michael Lanning Linda Wunderlich
Darlene Tobin
Co-President
Joe DeLapp Brian HankinLalit Durante Ricardo Shelley
Your Atlanta Chapter Board Serving You Welcomes You to Program 7!

2. 1/12/16: Kip Knight, President H&R Block Retail
Rob Lynch, President, CMO, Arby’s
4/20/16: Proven Best Practices From Entrepreneurs & Innovators
That You Can Apply To Your Business
9/7/16: Cheryl Bachelder, CEO, Popeyes Louisiana Kitchen
11/3/16: Jamie Turner, CEO, SIXTY Marketing
4/13/17: ARKE - Today’s Top 3 Trends in Marketing Technology
6/6/17: How to Make Executive Search Work for You
Who has been to one of our 6 programs?

3. Why do we produce P&G Alumni Network programs?
Maximize Our Potential
Networking
Knowledge
Biz Dev
Friends
Fun

4. Future Programs
Q1 2017
Jim Stengel
Former Global
Marketing Officer
P&G
10/24/17
John Costello
Former President Global
Marketing & Innovation
Dunkin’ Brands

5. Predicting The Turn
Host
Strategic Tech Partner
Dave Knox
Managing Director
WPP Ventures,
CMO, Rockfish

6. Dave has chosen Cintrifuse.
We will donate $200 + your generous contributions.
Dave Knox
Managing Director
WPP Ventures,
CMO, Rockfish

7. Thank you to our 8/16 program leaders
Ricardo, Linda & Lalit
Ricardo Shelley Linda Wunderlich Lalit Durante

8. Thank you to our Corporate host
providing tonight’s delicious dinner & drinks
… & to Ricardo for leading.
Ricardo Shelley

9. EXPERIENCE. RESULTS.
2017 Strategic
Tech Topic Partner

10. EXPERIENCE. RESULTS.
BrandTech is
the new MarTech
Margaret Wise | Arke | VP, Strategy
mwise@arke.com
www.linkedin.com/in/mgtwise

11. Bold New Branding/ Same Old Taste?
MarTech: Leveraging of technology
for marketing purposes
BrandTech: Leveraging of technology
for marketing purposes

12. Isn’t BrandTech really just for digital companies?

13. Let me explain the difference
MarTech-
interruptive
BrandTech-
frictionless

14. How about clothes
as Personal Trainers?

15. Even your vacation is a
BrandTech Experience

16. Attract
Start with the basic buyer journey points
Retain
Convert
Advocate
Close
Customize
to your
business

17. Ask the right questions

18. Create Benchmark Scores

19. Know the data
Service Requests / Driver & Shipment Data / Strategic Partner Data
How is the data passed
from person-to-person?
How manages
and updates
data?
How
accessible is
it?
Is the data
structured or
unstructured?
Where is
your data
located?
What condiCon
is data in?

20. Find Insights
Define a model for measurement and follow It.
L1: Clicks
• Can we drive traffic to our digital properties?
• Requires analytics on your website (confirm source)
L2:
Conversions
• Can we convert our visitors via form, chat, call
• Requires analytics on your website (form submission, unique web, 1-800 number)
L3: Nurture
to MQL
• Can we measure conversions to marketing qualified lead (MQL)
• Requires analytics on website & marketing automation platform
L4: Open
Opportunities
• From MQL to an open Opportunity
• Requires web analytics, marketing automation platform
and customer relationship management.
L5: New
Customers
• Opportunity through sales stages to closed and won
• Requires proper CRM configuration and integration
with marketing automation
L6: Customer
Lifetime Value
• After the first opportunity, can we see every dollar
the client spends with us
• Requires integration between TMS/ERP to CRM platform

21. Lead your team to deliver great experiences

22. Who is ARKE?

23. • Founded 2005 by Eric Stoll & Chris Spears
• Sitecore Partner since 2006 (Platinum Partner since 2015)
• July 2017, Forrester names Arke one of the “most important” digital
experience service providers in the industry
• 85 full time employees, plus a bench of dedicated North American
and offshore Sitecore certified contractors (with “known” skillsets)
• Over 300 projects delivered with a 94% retention rate
Among the Top Digital Experience Service Providers

24. Marketing Technologists
& Experience Designers
85 consultants co-creating with our
customers
(12 in Eastern European Delivery Center)
A Loyal Partner
300+ Projects with a 94% client retention rate
Deep MarTech
Relationships
Extremely close with our software partners
Innovators
We are constantly evolving our People,
Processes and Technology to keep up with
client expectations
Margaret Wise | Arke | VP, Strategy
mwise@arke.com
www.linkedin.com/in/mgtwise

25. Can Atlanta benefit from
‘Predicting The Turn’ dynamics?

26. PREDICTING THE TURN
D A V E K N O X

27. V S

28. V S

29. Digital
Marketing
Digital
Business Models
V S

30. Now it’s
about
managing
disruption.
It used to be
about fighting
over market
share.

31. Now it’s
digital as a model.
It used to be
digital as media.

32. Now it’s about
infinite shelves &
free shipping.
It used to
be about
shelf space.

33. “There is a dramatic leveling of the
playing field. The advantages of scale
that guaranteed success in the post-war
era just don’t matter very much when
advertising is cheap, shelf space is
infinite, and shipping is free.”
The State of Technology at the End of 2016

35. T H E F L O P T H E T U R N T H E R I V E R

36. I
Venture
as R&D
II
Dominos
III
Total
Available
Market
IV
Market
Intelligence

37. I
Venture
as
R&D
II. Dominos III. Total Available Market IV. Market IntelligenceI. Venture as R&D

38. Nestle
Marketing
Procter &
Gamble
Unilever PepsiCo Coca-Cola
R&D
20%
2%
2%
11%
8%
2%
12%
1%
4%
1%
Marketing vs R&D Budgets of Largest CPG Companies
I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market

39. II. Dominos IV. Market IntelligenceIII. Total Available MarketI. Venture as R&D
Marketing
lever PepsiCo Coca-Cola
R&D
8%
2%
%
1%
4%
1%
4.3B
15B

40. II. Dominos IV. Market Intelligence
PhD and top technical talent are
increasingly looking to startups for the
opportunity to be part of the next big idea.
III. Total Available MarketI. Venture as R&D

41. II
DOMINOS
I. Venture as R&D IV. Market IntelligenceII. Dominos III. Total Available Market

42. 29 Dominos
2625 27 28 29
I. Venture as R&D IV. Market Intelligence
Lorne Whitehead
III. Total Available MarketII. Dominos

43. IV. Market IntelligenceI. Venture as R&D
The speed of change is always
accelerating. And the dominos
will continue to fall closer and
closer to your bottom line.
III. Total Available MarketII. Dominos

44. III
Total
Available
Market
I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market

45. I. Venture as R&D II. Dominos IV. Market Intelligence
1920 2016
III. Total Available Market

46. “Saying that you’re aiming for x% of a
$ybn industry is unambitious — great
companies change the y, not the x.”
Benedict Evans - “Ways to Think About Market Size”
I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market

47. IV
Market
Intelligence
I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market

48. Subscription e-Commerce First Fundings
2010 2011 2012 2013
I. Venture as R&D II. Dominos IV. Market IntelligenceIII. Total Available Market

49. I. Venture as R&D II. Dominos
“Develop a sense of how and when
the future will happen, and share
that foresight with key stakeholders
throughout the corporation. The
ability to see the future of your
industry before it happens.”
Scott Lenet - co-founder of Touchdown Ventures
III. Total Available Market IV. Market Intelligence

50. T H E T U R N
How do you Predict the Turn?

51. “We all know that if you swing for the
fences, you’re going to strike out a lot, but
you’re also going to hit some home runs.
The difference between baseball and
business, however, is that baseball has a
truncated outcome distribution…
Jeff Bezos - Amazon, 2015 Shareholder Annual Letter

52. …When you swing, no matter how well you
connect with the ball, the most runs you
can get is four. In business, every once in a
while, when you step up to the plate, you
can score 1,000 runs.”
Jeff Bezos - Amazon, 2015 Shareholder Annual Letter

53. # T H E T U R N
Innovation
Driven
Acquisition
Invest
in Change
Partners
in Innovation
Disrupt
the Disruptors

54. “You can fight the end and that will probably
not turn out well. Or you can acknowledge
that this is happening. This is real, serious,
and going to change your world.”
Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors
John Zimmer - President and co-founder, Lyft
# T H E T U R N

55. Invest in Change Partners in Innovation Disrupt the DisruptorsInnovation Driven Acquisition
# T H E T U R N
MapMyFitness
Endomondo
MyFitnessPal

56. “We invest on the side of change.”
Marc Andreessen
Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors
# T H E T U R N

57. Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors
# T H E T U R N

58. Partners in Innovation
“Startups are like water. They will
take the easiest path down the hill.”
Phin Barnes - First Round Capital
Innovation Driven Acquisition Invest in Change Disrupt the Disruptors
# T H E T U R N

59. Partners in InnovationInnovation Driven Acquisition Invest in Change Disrupt the Disruptors
# T H E T U R N

60. “Everybody talks about disruption until
you actually f***ing disrupt something
and then everybody freaks the f*** out.”
Shane Smith - Founder of Vice Media
Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors
# T H E T U R N

61. Innovation Driven Acquisition Invest in Change Partners in Innovation Disrupt the Disruptors
# T H E T U R N

62. COMPANY ACQUIRE INVEST PARTNER DISRUPT THE DISRUPTOR
VENTURES HATCH-HOUSE

63. "The sooner you stop fighting the
present, the sooner you can get to
work on figuring out the future."
David Heinemeier Hansson - Creator of Ruby on Rails