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FactbasedCMO’salwaysoutperformtheirpeersPatrickXhonneux - Copenhagen,Denmark

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AGENDA

Whymodernize?1

Tyingthemarketingfunctionclosertothecorebusiness2

Thesweettasteofourownmedicine3

Usecase:ModernizingmarketingatSAS4

Takeaways5

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ofallB2Bdecisionmakersaremillennials

46% ofB2Bresearchersusedigitalmediaintheirpurchasingdecisionmakingprocess

89% ofB2Bbuyersturntosocialmedia intheirassessmentof

varioustoolsandtechnologies

53%

Whymodernize?ThenewB2BCustomerDecisionJourney

HOW

WHO

WHERE

Source:ThinkwithGoogle,2016

Source:ThinkwithGoogle,2016

Source:DemandBase,2015

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Whymodernize?TheOmni-channelchallenge

SINGLECHANNEL

MULTICHANNEL

CROSSCHANNEL

OMNICHANNEL

SingleTouchPointChannelKnowledge&

OperationsInTechnical&FunctionalSilos

SingleViewOfCustomer,OperateInFunctionalSilos

SingleViewOfCustomerWithCoordinatedStrategy

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SITUATIONEver-increasinglevelofcontactpointsforcustomerinteraction

CHALLENGEconsistentmessagingacrossallcontactpointsinthecustomerjourney

SOLUTIONModernanalyticaltoolsthattranslatekeymetricsintoactionableinsights

KEYTOSUCCESSabilitytoreactfast,testandimplementactivities

NavigatingtheincreasinglycomplexcustomerjourneyUsingmodernanalyticstokeepupwithcustomers

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TheabundantbenefitsofananalyticalapproachThesheerincreaseinuserdataandanalyticssystemsallowsustoidentifyvitalnodesinthepurchasedecisionmakingprocess

.CUSTOMERINSIGHTSAdvancedknowledgeoftargetgroupcomposition,preferences&affinities

CONTENTINSIGHTSAbilitytoidentify&producerelevant,affinity-basedcontentacrosstargetsegments

DISTRIBUTIONINSIGHTSMappingofoptimalchannelmixforcost-efficientdistributionacrossonline&offlineplatforms

1

2

3ensuringtherightmessagesattherighttimetotherightpeoplethroughthecustomer’schannelofchoice

THECUSTOMERJOURNEY

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TyingthemarketingfunctionclosertothecorebusinessAdvancedanalyticshasbridgedthetypicalgapbetweentheCXOandtheCMO,allowingthemtospeakthesamelanguage– namely,ROI

IncreasedcapabilitiesofanalyticalsolutionsallowustomoreaccuratelydetermineROI onmarketinginitiatives,providingaclearcutaccountofpotentialliftandattribution.

We’reabletoidentifywhatdoesanddoesn’twork,therebyloweringexcessexpenditureonproductionanddistributioncosts

Enablesustodevelopoptimizationflowsinallaspectsofthemarketingfunction,whichinturncontinuouslyyieldbetterresults

BOTTOMLINERESULTSTHAT

RESONATEWELLWITHCXOOBJECTIVESAND

AFFINITIES

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KEYBENEFITS• Reducedcustomerattrition• Efficiencygains• Campaigncostreduction

Show&TellHowSASsolutionshaveimprovedourclients’marketingfunction

BUSINESSISSUEIncreaseefficiencythroughanalytical

approachtocustomerinsights&predictivechurnanalytics

137%Rateofreturn

KEYBENEFITS• Improvedcustomerexperience• Personalizedsales• Increasedsales

BUSINESSISSUEIncreaseanalyticalcapabilitiesinorder

toboostsalesefficiency

ROIExceededexpectationsby

far

KEYBENEFITS• Superiorcustomerinsights• Proactivecustomerservice• Improvedleadgeneration

BUSINESSISSUEImprovesalesandcustomerservice

throughoptimizeddatamanagement

9%campaignexposure-to-meetingconversion

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ThesweettasteofourownmedicineUsingSAS®MarketingAutomation&SAS®CustomerIntelligencesolutionstoincreaseleadnurturingperformancefour-fold

10%Increasein

conversionrate

15%Increasein

Click-Throughrate

100%Increasein

campaignresponserate

43%Decreaseinopt-outrate

PRIMARYCHALLENGE PRIMARYBENEFIT

Implementalead-nurturingstrategythatdeliversrelevantcontenttoprospects

• Effectivecategorizationofsalesleads,leadingtoafarmoreefficientallocationofresourcesinconvertingtosales

• Bettermatchingofinformation/offeringtocustomerneeds

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ThesweettasteofourownmedicineUsingVisualAnalytics®tooptimizeourmarketingfunction

TARGET-BASEDPLANNING

PERFORMANCEMGMT

MEASURINGROI

ANALYTICALPREDICTIONFrompipelinetoleadsto

target

INTEGRATEDCAMPAIGNSEfficientresource&channel

optimization

CPACostperqualifiedleadCostperOpportunity

8%Increaseinqualifiedleads

17%Increaseinavg.dealsize

40%IncreaseinMarketingROI

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SuperioranalyticalmarketingWhat’sneeded?

1 2 3 4Understandhowtheworldhas

changed

Moderntools

Efficient&Effectiveorganizational

set-up

Skilledmarketingtalents

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SASEMEAMarketingTransformation2015:Fromcountry-basedorganizationtoregional

CEE

Logistics&EventPlanning

Country/BU

Go-To-MarketOffice

• Revenue&Growth

• Retention&Loyalty

MarketingSciences,Reporting&Analytics

DigitalMarketing

ContentMarketing&Communication

MarketingContactCenter

LocalGTMServices LocalGTMLocalSharedServices

LOCAL

Nordics&Russia

Nordics&RussiaSharedServices(virtualteamsgatheringfunctionalregionalleaders)withrolesandmandatedefined

SWE

UKI

MEA

DACH

Nordics&Russia

Logistics&EventPlanning

Country/BU

Go-To-MarketOffice

• Revenue&Growth

• Retention&Loyalty

MarketingSciences,Reporting&Analytics

DigitalMarketing

ContentMarketing&Communication

MarketingContactCenter

RegionalGTMServices LocalGTMRegionalSharedServices

SWE

UKI

CEE

MEA

DACH

REGIONAL

Nordics&Russia

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SASEMEAMarketingTransformation2017goingforward:From6regionstoanEMEANetworkMarketingOrganization

REGIONAL

Logistics&EventPlanning

Country/BU

Go-To-MarketOffice

• Revenue&Growth

• Retention&Loyalty

MarketingSciences,Reporting&Analytics

DigitalMarketing

ContentMarketing&Communication

MarketingContactCenter

RegionalGTMServices LocalGTMRegionalSharedServices

SWE

UKI

CEE

MEA

DACH

Nordics&Russia

NetworkOrganization:a“networkofteams”withahighdegreeofempowerment,strongcommunication,andrapidinformationflow

• Teamsarebecomingmission-focused• Networkteams settheirowngoals• Silos(geographical,functional…)areremoved• Seniorleadersshiftintorolesthatempowersthenetwork

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SASEMEAMarketingTransformation2017goingforward:From6regionstoanEMEANetworkMarketingOrganization

REGIONAL

Logistics&EventPlanning

Country/BU

Go-To-MarketOffice

• Revenue&Growth

• Retention&Loyalty

MarketingSciences,Reporting&Analytics

DigitalMarketing

ContentMarketing&Communication

MarketingContactCenter

RegionalGTMServices LocalGTMRegionalSharedServices

SWE

UKI

CEE

MEA

DACH

Nordics&Russia

EMEA

Content&Communica-

tions

Go-To-MarketOffice

MarketingContactCenter

Logistics&Event

Planning

MarketingSciences

DigitalMarketing

EMEAMarketing

CEE

CEE

CEE

CEE

CEE

CEE

UKI

UKI

UKI

UKI

UKI

UKI

SWE

SWE

SWE

SWE

SWE

N&R

N&R

N&R

N&R

N&R

MEA

MEA

MEA

MEA

MEA

MEA

DACH

DACH

DACH

DACH

DACHDACH

Froma“regionalonly”roletoadualrole(primaryfocus

onEMEA,secondaryfocusontheregion)

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1 AlwayslinkinitiativesandKPIstoROI– beitmonetaryoutputorotherwise.

2 Avoidvanitymetrics;don’tcollectdatajustforthesakeofdata.Makesureyoucantranslateit

intoactionableinsights.

34 Experimentfrequently.Youmightbesurprisedbytheresults.

5 Makesureyouhavetherightsetofskillstoscaleyouranalyticmarketing.Getyourteamon

boardbylettingthemexperiencethebeautyofanalyticsfirsthand.

Makesureyourorganizationalset-upisagilelygearedtoaddressmarketdemands.

KeyTake-Away’sAnanalyticalapproachtomarketing

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Q&AThankyou!

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TheAnalyticalMarketer providescriticalinsightintothechangingmarketing

organization—digital,agile,andanalytical—andthetoolsforreinventingit.

WrittenbytheheadofglobalmarketingforSAS, TheAnalyticalMarketer isbasedon

theauthor’sfirsthandexperienceoftransformingamarketingorganizationfrom

“art”to“artandscience”.

Signupforafreecopyinthefollow-upe-mailyou’llbereceivingsoonfromBerlingske

TheAnalyticalMarketer isthedefinitiveguidetojump-startingyourorganization’sanalyticaltransformation.

- ErikQualman,BestsellingauthorDigitalLeader

TheAnalyticalMarketeer