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Not Everything That
Disrupts is Disruptive.
The Future of Customer Relationships.
Jeremy Waite
Head of Digital Strategy, EMEA
@JeremyWaite
Jeremy.Waite@Salesforce.com
1.  Work harder than anyone else.
2.  Be better prepared.
3.  Have more research up your sleeve.
The Best Business Advice, Ever.
@Tom_Peters
“Companies are no longer competing against each other,
they are competing against speed”. Marc @Benioff
Disruptive Innovation in 2016
“
CLAYCHRISTENSEN
INNOVATION CAN HURT,
IF YOU’RE NOT THE ONE DOING THE
DISRUPTING”.
DISRUPTIVE
+
Apps AnalyticsCommunityMarketingServiceSales
Connect To Your Customers In A Whole New Way
Customer Success Platform
16 Years of Disruption
& Technology Shifts
We Help Your Customers Love You
Build Profitable Relationships, Faster.
1MPH
$200m
1%
$3Bn
0:03
$256Bn
“Machines should be nothing more
than tools for extending the powers of
the humans who use them”.
Thomas Watson Jnr.
Disruptive Innovation in 2016
Disruptive Innovation in 2016
Disruptive Innovation in 2016
Disruptive Innovation in 2016
David Marcus
CEO $FB Messenger
80% EXECUTIVES ARE
OVERWHELMED.
“
”
75% EXECUTIVES ARE
EMOTIONAL.
“
”
UNKNOWN KNOWN
1 : Many Marketing 1 : 1 Customer Journeys
Building Loyal Relationships, Faster.
​ From Personification to Personalisation
77% OF CONSUMERS DON’T WANT A
RELATIONSHIP
“
WITH A BRAND.”
Image by @JeremyWaite | Originally Created by Bloomberg Businessweek @BW | Data: @Interbrand
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Best Global Brands 2000 - 2015
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
Food, Drink & Tobacco Technology and Electronics Business Services & Diversified Automotive Media and Telecoms| | | |
COCA-COLA
MICROSOFT
IBM
INTEL
NOKIA
GE
FORD
DISNEY
McDONALDS
AT&T
#FaradayFuture
Disruptive Innovation in 2016
“Affordable transportation as
reliable as running water.
Everywhere. For everyone”.
NOT DISRUPTIVE
UBER IS THE MOST
ETHICALLY
“
CHALLENGED
PETERTHIEL
COMPANY IN SILICON VALLEY”.
"We're in a political campaign, and the candidate is Uber
and the opponent is an asshole named Taxi.” @TravisK
UBER IS THE MOST
IMPORTANT
“
COMPANY
BILLGURLEY
EVER CREATED”.
BANKRUPT
“2016 is the year that traditional businesses will fight back”. Forrester
Disruptive Innovation in 2016
Disruptive Innovation in 2016
Avis Budget Group Inc. $CAR v @Uber Drivers
​ Disrupting Yourself
Yahoo Finance
1Billion Rides
via
1M Drivers
(Dec 2015)
[Over 50% businesses use <20% of their customer data]
Disruptive Innovation in 2016
How Does UBER Work?
Customer Experience
Disruptor Story
My Trip to Copenhagen
Focused on Experiences
Environment, Feeling, Context
Focused on Tasks
A to B, Collect Money
Your Customer…
How Do You Fair?
First account
Education funding
Car financing
Marriage
Property
Short term investing
Savings
Budgeting
Variable payments
Daily cash
Long term investing
Fixed transactions
Retirement planning
Wealth transition
Bill payments
Precision Marketing
Building A Customer Company
•  Unified customer view
•  Apps built disruptor fast CloudMobile Profile
Personal
•  Connect the total lifecycle
•  Machine learning at scale
Big Data
Predictive
•  Enriched profile
•  Employee productivity
CommunitiesSales Service
Contextual
•  Proactive insights flow
to everyone
AnalyticsJourneys Flow
Proactive
Precision Marketing
Building A Customer Company
Disruptive Innovation in 2016
There’s No Such Thing As…
@Scobleizer
#BigData
5B
Smartphones
by 2017
550M+
Social Networks,
Blogs & Forums
(inc. Dark)
Monitoring Customer Journeys
Volume. Velocity. Variety. Veracity…
2.5
Quintillion
bytes of data
every day
Social
CustomerPurchase
Connected
Monitoring Customer Journeys
Building A Customer Company in Real-Time
Real-Time Events
Rich Contextual Data
1011101100010001111101001
0101010110000100101101110
0010000100010001101110110
0010001111101001010101011
0000100101101110001000010
0010001101110110001000111
1101001010101011000010010
11011100010000100010001
Analyse
Compute The Perfect Response
Deliver The Precise action
Proactively and In Context
Customers Are On A Journey
“90% of the consumer buying journey now crosses 5 channels”. Google
TECHNOLOGY IS
NOTHING.
“
WHAT’S IMPORTANT IS THAT YOU
”
WONDERFUL
STEVEJOBS
HAVE FAITH IN PEOPLE, THAT THEY’RE
BASICALLY GOOD AND SMART,
AND IF YOU GIVE THEM TOOLS,
THEY’LL DO SOMETHING
WITH THEM.
One Sentence Business Model
I’m going to do ,
to make better,
as measured by ,
and is worth .
Created by @JeremyWaite
THE GOAL IN BUSINESS IS NOT TO“
SIMONSINEK
TO PEOPLE WHO NEED WHAT YOU HAVE
IT IS TO DO BUSINESS WUTH PEOPLE WHO
BELIEVE
SELL
WHAT YOU BELIEVE”.
Disruptive Innovation in 2016
thank y u
@JEREMYWAITE | @SALESFORCE | SLIDESHARE.NET/JEREMYWAITE
Spark?
Watch. Read. Follow
@JeremyWaite

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Disruptive Innovation in 2016

  • 1. Not Everything That Disrupts is Disruptive. The Future of Customer Relationships.
  • 2. Jeremy Waite Head of Digital Strategy, EMEA @JeremyWaite Jeremy.Waite@Salesforce.com
  • 3. 1.  Work harder than anyone else. 2.  Be better prepared. 3.  Have more research up your sleeve. The Best Business Advice, Ever. @Tom_Peters
  • 4. “Companies are no longer competing against each other, they are competing against speed”. Marc @Benioff
  • 6. “ CLAYCHRISTENSEN INNOVATION CAN HURT, IF YOU’RE NOT THE ONE DOING THE DISRUPTING”. DISRUPTIVE
  • 7. +
  • 8. Apps AnalyticsCommunityMarketingServiceSales Connect To Your Customers In A Whole New Way Customer Success Platform
  • 9. 16 Years of Disruption & Technology Shifts
  • 10. We Help Your Customers Love You Build Profitable Relationships, Faster.
  • 11. 1MPH $200m 1% $3Bn 0:03 $256Bn “Machines should be nothing more than tools for extending the powers of the humans who use them”. Thomas Watson Jnr.
  • 16. David Marcus CEO $FB Messenger
  • 17. 80% EXECUTIVES ARE OVERWHELMED. “ ” 75% EXECUTIVES ARE EMOTIONAL. “ ”
  • 18. UNKNOWN KNOWN 1 : Many Marketing 1 : 1 Customer Journeys Building Loyal Relationships, Faster. ​ From Personification to Personalisation
  • 19. 77% OF CONSUMERS DON’T WANT A RELATIONSHIP “ WITH A BRAND.”
  • 20. Image by @JeremyWaite | Originally Created by Bloomberg Businessweek @BW | Data: @Interbrand 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Best Global Brands 2000 - 2015 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Food, Drink & Tobacco Technology and Electronics Business Services & Diversified Automotive Media and Telecoms| | | | COCA-COLA MICROSOFT IBM INTEL NOKIA GE FORD DISNEY McDONALDS AT&T
  • 23. “Affordable transportation as reliable as running water. Everywhere. For everyone”. NOT DISRUPTIVE
  • 24. UBER IS THE MOST ETHICALLY “ CHALLENGED PETERTHIEL COMPANY IN SILICON VALLEY”.
  • 25. "We're in a political campaign, and the candidate is Uber and the opponent is an asshole named Taxi.” @TravisK
  • 26. UBER IS THE MOST IMPORTANT “ COMPANY BILLGURLEY EVER CREATED”.
  • 28. “2016 is the year that traditional businesses will fight back”. Forrester
  • 31. Avis Budget Group Inc. $CAR v @Uber Drivers ​ Disrupting Yourself Yahoo Finance 1Billion Rides via 1M Drivers (Dec 2015) [Over 50% businesses use <20% of their customer data]
  • 33. How Does UBER Work?
  • 35. Disruptor Story My Trip to Copenhagen Focused on Experiences Environment, Feeling, Context Focused on Tasks A to B, Collect Money
  • 36. Your Customer… How Do You Fair? First account Education funding Car financing Marriage Property Short term investing Savings Budgeting Variable payments Daily cash Long term investing Fixed transactions Retirement planning Wealth transition Bill payments
  • 37. Precision Marketing Building A Customer Company
  • 38. •  Unified customer view •  Apps built disruptor fast CloudMobile Profile Personal •  Connect the total lifecycle •  Machine learning at scale Big Data Predictive •  Enriched profile •  Employee productivity CommunitiesSales Service Contextual •  Proactive insights flow to everyone AnalyticsJourneys Flow Proactive Precision Marketing Building A Customer Company
  • 40. There’s No Such Thing As… @Scobleizer #BigData
  • 41. 5B Smartphones by 2017 550M+ Social Networks, Blogs & Forums (inc. Dark) Monitoring Customer Journeys Volume. Velocity. Variety. Veracity… 2.5 Quintillion bytes of data every day Social CustomerPurchase Connected
  • 42. Monitoring Customer Journeys Building A Customer Company in Real-Time Real-Time Events Rich Contextual Data 1011101100010001111101001 0101010110000100101101110 0010000100010001101110110 0010001111101001010101011 0000100101101110001000010 0010001101110110001000111 1101001010101011000010010 11011100010000100010001 Analyse Compute The Perfect Response Deliver The Precise action Proactively and In Context
  • 43. Customers Are On A Journey “90% of the consumer buying journey now crosses 5 channels”. Google
  • 44. TECHNOLOGY IS NOTHING. “ WHAT’S IMPORTANT IS THAT YOU ” WONDERFUL STEVEJOBS HAVE FAITH IN PEOPLE, THAT THEY’RE BASICALLY GOOD AND SMART, AND IF YOU GIVE THEM TOOLS, THEY’LL DO SOMETHING WITH THEM.
  • 45. One Sentence Business Model I’m going to do , to make better, as measured by , and is worth . Created by @JeremyWaite
  • 46. THE GOAL IN BUSINESS IS NOT TO“ SIMONSINEK TO PEOPLE WHO NEED WHAT YOU HAVE IT IS TO DO BUSINESS WUTH PEOPLE WHO BELIEVE SELL WHAT YOU BELIEVE”.
  • 48. thank y u @JEREMYWAITE | @SALESFORCE | SLIDESHARE.NET/JEREMYWAITE Spark?