cim brand health summit 2016 - salesforce: jeremy waite
TRANSCRIPT
What’s the Future of Branded Relationships? (Hint: We Must Create More Value Than We Capture)
@JeremyWaite CIM Summit Series Wednesday March 2nd, 2016
#CIMBrandHealth
2013 • 2014 • 2015 2008 • 2009 • 2010 2011 • 2012 • 2013
2014 • 2015
2011 • 2012 2013 • 2014
2015
Most innovative companies in
the world
20K FY16 Employees
Salesforce: 4th Largest Enterprise Software Company in the World This Year
4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.”
$ 1.71B Q3 FY16 revenue
Sales Service Marketing Apps Community Analytics
The Customer Success Platform Connect To Your Customers In A Whole New Way
YOU CAN’T
PURCHASE “
”
PRESIDENTUNDERWOOD
LOYALTY.
“
CLAYCHRISTENSEN
INNOVATION CAN HURT, IF YOU’RE NOT THE ONE DOING THE
DISRUPTING”.
DISRUPTIVE
16 Years of Disruption & Technology Shifts
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
YOU CAN’T
MANAGE “
WHAT YOU DON’T
”
W.EDWARDSDEMING
MEASURE.
“YOU CAN’T MANAGE WHAT YOU DON’T MEASURE” IS A MAXIM THAT IS TAUGHT
AND BELIEVED BY MANY IN BOTH THE
BUSINESS AND EDUCATION SECTORS.
BUT IN FACT THE PHRASE IS RIDICULOUS ~
SOMETHING SAID BY PEOPLE WHO ARE
UNAWARE OF HOW MUCH IS HIDDEN.
A LARGE PORTION OF WHAT WE MANAGE
CAN’T BE MEASURED, AND NOT REALISING
THIS HAS UNINTENDED CONSEQUENCES.
“
” EDCATMULL
Customers Are On A Journey “Customers Cross 5 Channels When Making Purchasing Decisions”. GOOGLE
2000-2010 2010-2016 2016+ REACTION TIME REAL-TIME PREDICT TIME
“PERSONALISATION à PERSONIFICATION” Gartner Digital Hype Cycle 2015 “I don’t need to know everything about everyone, I just need to know a few things about a whole bunch of people”.
UNKNOWN >> KNOWN
+
AUTO BRAND FRAMEWORK Building Brand Journeys
Automaker Brands ~ Digital Disruption 2016 by James L. McQuivey
AUTO BRAND FRAMEWORK Building Brand Journeys
Automaker Brands ~ Digital Disruption 2016 by James L. McQuivey
UBER IS THE MOST
ETHICALLY “
CHALLENGED
PETERTHIEL
COMPANY IN SILICON VALLEY”.
UBER IS THE MOST
IMPORTANT “
COMPANY
BILLGURLEY
EVER CREATED”.
BANKRUPT
1. FILTERED
2. CLEAN
3. FILTERED
How Do You Extract Meaning Out Of Noise?
“I DON’T NEED TO KNOW ANYTHING ABOUT ANYBODY. I JUST NEED TO KNOW A LITTLE BIT ABOUT A WHOLE BUNCH OF PEOPLE”.
BRADLEY VOYTEK UBER HEAD OF DATA SCIENCE
How are city demand patterns inter-related?
Monitoring Customer Journeys Building A Customer Company in Real-Time
Real-Time Events
Rich Contextual Data
101110110001000111110100101010101100001001011011100010000100010001101110110001000111110100101010101100001001011011100010000100010001101110110001000111110100101010101100001001011011100010000100010001
Analyse
Compute The Perfect Response
Deliver The Precise action Proactively and In Context
5B Smartphones
by 2017
550M+ Social Networks, Blogs & Forums
(inc. Dark)
2.5 Quintillion
bytes of data every day
Social
Customer Purchase
Connected
The Customer Success Platform Volume. Velocity. Variety. Veracity. DATA SCIENCE
When they CREATE more value than they CAPTURE
2016 ~ Traditional Businesses Fight Back
Capital Assets
Market Footprint
Customer Data
“We ask too much of technology and not enough of ourselves”. NATE SILVER, FIVE THIRY EIGHT
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.
