Business technology literacy is not optional (mitchell mackey) 19 11-2012 [compatibility mode]
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Business technology literacy is not optional (mitchell mackey) 19 11-2012 [compatibility mode]
- 1. Business Technology fluency is not optional Mitchell Mackey Marketing Director Ansell Limited www.mitchellmackey.com.au @mitchellmackey mitchell_mackey@hotmail.com mitchell_mackey@hotmail.com +61 0402790723
- 2. My personal views What follows is my personal view, not Ansell’s Depending on your perspective, several comments may be a little provocative Mitchell Mackey 2
- 3. Agenda Ansell The connection imperative Our challenge Changing the game Mitchell Mackey 3
- 4. A century old Australian company 11,000 people $1.3bn in revenue Global scope Mitchell Mackey
- 5. More than condoms Mitchell Mackey
- 6. Big in Medical & Industrial safety Mitchell Mackey
- 7. Big in Mining, Oil & Gas Mitchell Mackey
- 8. Agenda Ansell The connection imperative Our challenge Changing the game Mitchell Mackey 8
- 9. We live in a connected world Connected Connected Customers Products Connected Connected Partners Employees Mitchell Mackey
- 10. Connected selling Access everything on mobile Your devices Customer Collaborate on deals Create social customer profiles Mitchell Mackey
- 11. Connected service Connect on Twitter and Facebook Respond immediately Synchronize service experiences across channels Mitchell Mackey
- 12. Connected marketing Listen and engage customers on social media Publish and advertise with social campaigns Measure and accelerate campaign ROI Mitchell Mackey
- 13. : Connected collaboration Collaborate with customers, partners, & employees Create branded communities Share posts, files & feeds Less email & fewer meetings Mitchell Mackey
- 14. Work is not exempt Align with social objectives Motivate with social rewards Improve employee performance Mitchell Mackey
- 15. But there is a connection divide Your customers, What about employees, your and partners are company? connected Mitchell Mackey
- 16. Burberry’s CEO gets it YouTube: http://youtu.be/DzBIYwZsut0 Mitchell Mackey
- 17. “You have no choice” Angela Ahrendts Mitchell Mackey
- 18. Agenda Ansell The connection imperative Our challenge Changing the game Mitchell Mackey 18
- 19. Siloed organisations don’t work Mitchell Mackey 19
- 20. Islands are everybody’s dream Mitchell Mackey 20
- 21. The silos don’t function in a digital, omni- channel world Mitchell Mackey
- 22. Silos breed pointless point solutions Mitchell Mackey
- 23. Lost in Excel hell Mitchell Mackey 23
- 24. Neither efficient nor effective Mitchell Mackey
- 25. Internal I.T. breeds complexity Mitchell Mackey 25
- 26. Forget customer centricity Mitchell Mackey 26 26
- 27. Dear customer: “good luck” Mitchell Mackey 27
- 28. Brand promises are not delivered Mitchell Mackey 28
- 29. Brand values are exposed Making promises Making promises Keeping promises TV Print Shows Direct Email Digital Call Retail Supply Sales Product & & mail centre chain radio events Mitchell Mackey 29
- 30. The sales funnel is a hair ball Mitchell Mackey 30
- 31. Today’s funnel is not linear Mitchell Mackey 31
- 32. Companies, their marketers & agencies are behind the game Only 3% of firms are customer centric 33% are customer oblivious _ Temkin Group Insight Report Mitchell Mackey 32
- 33. Sleeping in separate beds Marketing is a cost centre I.T. & Business struggle to align CRM projects crash and burn 90% of websites are failing to deliver Corporates are too slow to adopt new technologies No one is happy Mitchell Mackey
- 34. Real costs to the business Lost revenue Frustrated customers Friction between Marketing & Sales & I.T. Disengaged stakeholders Irrelevant technology spending Mitchell Mackey
- 35. What must B2B marketing deliver? Mitchell Mackey
- 36. Mitchell Mackey
- 37. Agenda Ansell The connection imperative Our challenge Changing the game Mitchell Mackey 37
- 38. Digital acceleration 2010s 1960s 1970s 1980s Social Mainframe Mini Client 2000s Revolution Computing Computing Server Mobile Computing Computing 1990s Cloud Computing x Mitchell Mackey 10x 100x 1,000x 10,000x 100,000x
- 39. Internet-native Business Technology (B.T.) is rapidly changing the game “8 out of 10 dollars spent in IT is dead money … … not contributing to change & growth,” Mitchell Mackey 39
- 40. The forecast is cloudy Internet-based computing, whereby shared resources, software, and information are provided on demand, like the electricity grid: Wikipedia Software as a Service Platform as a Service Infrastructure as a Service Public, Private & Hybrid Clouds Server virtualization Cloud 2 = Cloud + Social + Mobile Mitchell Mackey 40
- 41. The 3 essential elements Process Biz Tech People Mitchell Mackey
- 42. I.T. versus Business Technology Ad hoc legacy systems An integrated environment Multiple data entry Enter data once Cockroach legacy systems Accountable marketing No real-time reports & analysis Real-time intelligence Mitchell Mackey
- 43. Business Information Technology Technology Vs Mitchell Mackey 43
- 44. The platform decision is critical Mitchell Mackey
- 45. Velocity & agility are imperatives VS. Duration: 3-12 months+ Duration: hours to days Team size: 25 FTE+ Team size: 6 FTE Skills: developers, project mgrs Skills: admins & super users Mitchell Mackey 45
- 46. Business must lead: with B.T. you are no longer pouring I.T. concrete Mitchell Mackey 46
- 47. It is impossible to stay on top of everything with 20th century tools Mitchell Mackey 47
- 48. Should I.T. infrastructure be one of your firm’s core competencies? Mitchell Mackey 48
- 49. How secure are corporate networks? “There haven't been any significant security breaches with an on-demand services vendor,” Nucleus Research Mitchell Mackey 49
- 50. We all have our sacred cows Mitchell Mackey 50
- 51. Most sacred cows are cockroaches Ad hoc business processes Excel hell & “home- = made” I.T. point solutions Organizational Alzheimer's Mitchell Mackey 51
- 52. CMO-CIO alignment is critical Technology is at the core of customer engagement Marketing today requires co-operation with I.T. Integration is occurring only slowly _ The CMO Council Mitchell Mackey 52
- 54. From infrastructure to innovation Chief Infrastructure Chief Information Chief Innovation Officer Officer Officer “Keeping the “Backlog, difficult to “Business hero” lights on” integrate, problem descriptions, costs, etc” Mitchell Mackey 54
- 55. “Absolute garbage”: Comm Bank Comm Bank’s Michael Harte dismisses security, privacy and data sovereignty issues as genuine barriers to cloud adoption “"We've halved storage, app testing and development costs. “We've got a wide range of technology functions as a service,“ Comm Bank CIO Michael Harte last week Mitchell Mackey 55
- 56. “Delivering value in days” “The happiness that you can get from your business partners because you're delivering services up on demand within minutes or within days rather than within days, months, weeks, that it normally took,“ Comm Bank’s Michael Harte Mitchell Mackey 56
- 57. Usability is decisive “When I started Salesforce.com I used to think why isn’t all enterprise software like Amazon.com, now I think why isn’t it like Facebook?” _ Salesforce.com founder and CEO Mark Benioff Mitchell Mackey 57
- 58. Consumer tech innovation has lead the way: consumerising I.T. Mitchell Mackey
- 59. Sophisticated capabilities, without intensive support & training Mitchell Mackey 59
- 60. Brands require a technology backbone A technology infrastructure that supports an integrated approach to customer strategy, development, delivery, and measurement — across the customer experience _ Forrester Research Mitchell Mackey 60
- 61. Marketing spending must switch from media bets to infrastructure Mitchell Mackey 61
- 62. “Marketing will outspend I.T.” “Marketing is now a fundamental driver of technology spending “CMOs and CIOs alike must recognize that technology and marketing are now inextricably tied “Future success depends on the creation of a totally new kind of cross-functional organization,” _ Gartner analyst Laura McLellan Mitchell Mackey 62
- 63. Now is the time to embrace B.T. Business Technology literacy is not optional You must embrace this stuff You don’t have to configure code or set up a HTML form, but you do need to need to understand what works and what doesn’t Mitchell Mackey 63
- 64. You need all the jigsaw pieces Mitchell Mackey
- 65. Integration, integration … A brand with a fully integrated cross- channel capability is an achievement today; soon it will be the norm _ Forrester Research Mitchell Mackey 65
- 66. Get your front-end platform right Screens Social Mitchell Mackey
- 67. The power of one integrated platform Your Customer Mitchell Mackey
- 68. The sum is greater than the parts Single Sign On A standard, modern User Interface Synchronized sales, customer, product, website and social data in one place Data is entered once Few, if any, standalone point solutions Business driven, insight-focused, predictive analytics Integration with the back-end transactional ERP Enabling external and internal collaboration Mitchell Mackey 68
- 69. Fight the F.U.D. (fear, uncertainty & doubt) Clarity Relevance Urgency Distraction Anxiety Mitchell Mackey 69
- 70. Who are our customers and what are their goals? 1) Our 2) Their customers 3) Are we helping goals them accomplish those goals? Mitchell Mackey 70
- 71. The customer mandate Merge Marketing with I.T. Kill off ASAP the 20th century legacy I.T. systems Genuinely own, with Sales, the revenue target Implement a social enterprise collaboration layer Master the structured & unstructured data flows And cultivate a dynamic, game-changing culture Mitchell Mackey 71
- 72. Zero Moments of Truth Obsess about consistently winning the Zero Moments of Truth with your customers and stakeholders Every “moment “ counts for or against your company Mitchell Mackey 72
- 73. Questions? Visit my marketing blog at: www.mitchellmackey.com.au And support the Movember campaign Mitchell Mackey 73