Ben NottleCustomer Engagement Center of Excellence, SAP Asia

Move Beyond Sales Force Automation

DISCOVERNEED

RESEARCH

RECEIVEOFFER

TRACKORDER

BUY RECEIVEPACKAGE

MISSINGITEM

POSTREVIEW

SETUPPHONE

BILLINGISSUE

MAKEPAYMENT

PHONEDAMAGE

TERMINATESERVICE

JOINGROUPS

NETWORKISSUE

CHANGEADDRESS

RESTARTSERVICE

RECEIVEOFFER

REFERFRIENDS

WEB

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIAL

RETAILSTORE

WEBSHOP

REVIEWS

CONTACTCENTER

WEBSHOP

EMAIL

SOCIAL

RETAILSTORE

WEBSHOP

CONTACTCENTER

CONTACTCENTER

RETAILSTORE

CONTACTCENTER

CONTACTCENTERSOCIAL

WORD OFMOUTH

SOCIAL

EMAIL

YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.

SEARCHKW/ADS

WEBSHOP

WEB

SHORTLIST

TV

BRANDEDCOMMUNITY

SUPPORTPORTAL

SUPPORTPORTAL

SHOP &BUY

RESTARTSERVICE

SHOP &BUY

SHOP &BUY

RECEIVEPACKAGE

MISSINGITEM

SETUPPHONE

BILLINGISSUE

MAKEPAYMENT

PHONEDAMAGE

TERMINATESERVICE

NETWORKISSUE

CHANGEADDRESS

DISCOVERNEED

REFERFRIENDS

POSTREVIEW

JOINGROUPS

RESEARCH

RECEIVEOFFER

TRACKORDER

BUY RECEIVEPACKAGE

MISSINGITEM

POSTREVIEW

SETUPPHONE

BILLINGISSUE

MAKEPAYMENT

PHONEDAMAGE

TERMINATESERVICE

JOINGROUPS

NETWORKISSUE

CHANGEADDRESS

RESTARTSERVICE

RECEIVEOFFER

REFERFRIENDS

SHORTLIST

AWARENESS

DISCOVERY

CONSIDERATION

ACTION

ACTION

ADVOCACY

ADVOCACY

CONSIDERATION

USE

INTEREST

USEYOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.

WEB

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIAL

RETAILSTORE

WEBSHOP

REVIEWS

CONTACTCENTER

WEBSHOP

EMAIL

SOCIAL

RETAILSTORE

WEBSHOP

CONTACTCENTER

CONTACTCENTER

CONTACTCENTERSOCIAL

WORD OFMOUTH

SOCIAL

EMAIL

SEARCHKW/ADS

WEBSHOP

WEB

TV

BRANDEDCOMMUNITY

SUPPORTPORTAL

SUPPORTPORTAL

RETAILSTORE

CONTACTCENTER

TRADTIONAL SELLING IS OBSOLETE. THIS IS NOT YOUR CUSTOMER JOURNEY

The Changing B2B Customer

“59% would prefer not to interact with a Sales Rep”Source : Forrester on B2B

57%of the way towards making a decision before reaching out to a potential vendor

Empowered Customers

HAVE HIGHER EXPECTATIONS OF SALES

EXPECT MORE

MAKE BUYING DECISIONS BASED ON PEER RECOMMENDATIONS

BUSINESSES ARE LESS TRUSTING AND TOLERANT OF SALES

TRUST LESS

91% 80%60%

INFLUENCED BY PEERS

SOURCE – LOUDHOUSE, Survey results based on responses from 1,220 global buyers

Not-So Contextual Sales

AVERAGE NUMBER OF STAGES IN THE SALES JOURNEY

SALES TECHNOLOGIES AND PROCESSES ARE MORE THAN 2 YEARS OLD

ALIGN SALES PROCESS TO CUSTOMER JOURNEY

4-7 54%18%

SOURCE – LOUDHOUSE, Survey results based on responses from 800 global sales executive

YOUR TOOLS. Don‘t do what you need

OF CRM DEPLOYMENTS FOR SALES HAVE POOR USER ADOPTION.Source: Chief Sales Officer INSIGHTS

74%

Missing in Action: Vital Sales Data

When research firm CSO Insights recently surveyed CRM users on the benefits of using this technology, it found that increased revenue—a top goal for nearly every organization—was cited by only 19 percent of respondents. In other words, more than 80 percent of CRM users say the technology has failed to help them grow sales.

Worse, at more than 70 percent of companies, salespeople still lack the information they need when making sales calls despite all of the money and time invested in CRM systems, according to a separate study conducted by CSO Insights. That missing information, in turn, can stifle sales success

62.0%Lengthens sales cycles

46.7%Increases no decision rates

38.3%Increases odds of losing to competitors

32.1%

Reduces ability to cross- and up- sell

26.6%Impacts customer satisfaction

14.2%No impact on sales performance

12.8%Increaes discounting

5.1%other

Missing in Action: Vital Sales Data

Base: 354 companiesSource: CSO Insights, “Optimizing Sales Engagements: Selling at the Speed of Change”, 2013.

SALES REPSSPEND MORE TIME ENTERING DATA THAN SELLING

SALES MANAGERSSPEND MORE TIME ANALYZING DATA THAN DRIVING SALES

SO, HOW DO YOU SELL SMARTER IN THE DIGITAL ECONOMY?

Going Mobile: A digital Transformation Imperative

of sales people will access sales applications exclusively through smart phone and tablets”Source: Gartner

55% By 2016

CRM MUST EVELOVE FROM CUSTOMER MANAGEMENT TO CUSTOMER ENGAGEMENT

SAP Customer Engagement & Commerce (CEC)

OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM

WEB MOBILE IN STORE/BRANCH

CONTACT CENTER

DIGITALGOODS

MARKET-PLACE

IOT SOCIAL SMS/NOTIFICATION

SEARCHKW/ADS

DIGITAL ADS

EMAIL PRINT AGENTTOOLS

EXPERIENCE MANAGEMENT

INDUSTRIES

REAL-TIME ANALYTICS & PREDICTIVE

MDM FOR CUSTOMER ENGAGEMENT & COMMERCE

INFRASTRUCTURE, PLATFORM, INTEGRATION

COMMERCE MARKETING SERVICE SALES

PRIVATE CLOUD PUBLIC CLOUD ON-PREMISE

OBJECTIVE SOLUTION

BENEFITS

IMPROVINGUSER ADOPTIONWITH CLOUD FOR SALES

SAP Cloud for Sales(migration from salesforce)

Easily identify sales opportunities and have the insight into all customer activities in order for sales to be relevant and responsive.

Integrated sales platform with SAP ERP integration provides complete transparency. Easy to use mobile interface provides everything sales needs on the road.

Moving beyond Sales Force Automation

With new customer engagement technologies

I can reach deeper into the organization. I can also energize representatives’ sales motions and service motions that haven’t really been addressed previously. There’s a big upside.“

”Robert Wollan, Senior Managing Directo, Sales and Customer Services, Accenture

In the old situation, reps wouldn’t know. Now, if a customer has placed a complaint, reps can address that. They look as if they really get the customer. It’s simply more professional.

“”Bas van Amerson. CRM Project Manager, Akzo NobelDecorative Paints

TYPE OF OPPORTUNITY OUT WITH THE OLD IN WITH THE NEW

Retailers and distributors Phone calls and emails to request customer reports prior to sales visits. Data was unreliable and incomplete.

View of updated customer data informs sales rep of relationship status and issues that need to be addressed.

Construction and refurbishment projects Lack of visibility into which paint contractors, served by which sales rep, are poised to bid on a given project in a sales territory.

Centralized list can be shared and project opportunities coordinated so that sales reps can collaborate on project bids and share forecasts of probable wins.

New Markets Emails and phone calls to check status of new store openings, required documents.

Standardized process for opening a new store, with data shared between new store and corporate systems.

AkzoNobel Increases Sales Productivity by Mobilizing Sales

Source: AkzoNobel

SAP Strategy for Sales leader. Sell Smarter.

ACCELERATE PRODUCTIVITY

GAIN INSIGHT INTO BUSINESS

SELL ANYTIME,ANYWHERE

KNOW YOUR CUSTOMER

THANK YOU!