sitecore & microsoft breakfast: building a business case for transformation

Cutting through the hype: building a solid business case for digital marcoms transformation

Paul Fennemore [email protected] Marketing Consultant

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

The Possibilities are Limitless

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Comptoir des Cotonniers opens 10,000 ‘boutiques’ overnight across France as it turns adverts and bus stops into virtual shops.

‘Fast Shopping’

Gartner has predicted that 75% of businesses will

transform to digital by the year 2020, or at least will

be preparing for the change.

The kicker is, only 30% of those attempts will be successful.

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Blockers• Seen as IT projects and operational

• Marketing viewed as tactical campaigns

• 90% of global marketers are not trained on how to calculate an ROI

• Disparate technologies, long implementation phases

• Not viewed as strategic boardroom mandate

• Organisation silos/ fragmented ownership

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• How does it serve our business, marketing and operational imperatives?

• What does a digital marketing strategy comprise of?

• What are our goals?

• What is the business case/ROI?

• How much should we be investing?

• How do we measure success?

• What skills & resources do we need?

So…

»a digital marcoms strategy

»an ROI methodology

»an adoption roadmap

So we need:

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Who Owns the Digital Strategy/Business Case?

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CFO• Profit• Shareholder Value• ROI• Growth• Measuring

• Controlling costs

CMO• Growth• Marketing ROI• Acquisition/Retain• P+P+P+P• Digital Trends• Educating CFO

COO• Biz Process Opti• Org Agility• Internal Comms• Service• Resourcing

CIO• ICT

Strategy/Policy• TCO• Risk• ITSM• Data• Procurement

Digital

Revenue Market share Market reach – Long Tail Customers Conversions Customer lifetime value Traffic & insight Customer self-service Brand awareness Relevancy & engagement Re-use of assets Democratisation of digital

Total cost of ownership Editing time/costs Time to publish content across multiple channels CMS management time/cost Systems integration overheads Specialist Web skills External agency costs Time to launch new products Call centre resources/time IT skills and costs PPC & SEO costs Translation costs

The Business Case

DecreaseIncrease


Digital Strategy: joining the dots

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1. Increase market penetration with particular geographies/segments/products2. Increase customer retention/renewals3. Rapidly introduce new products*4. Improve operational efficiencies: agility and cost optimisation

Primary corporate

objectives

The situation SWOT Market AuditPLANDigital

Transformation

Agile MarketingPlatform

Technology

People

Process

SegmentsPersonas

Visitor Journeys

Rules based engine

Experience Management

PersonalisedEngagement

Plans

DynamicPersonalisation

Single Customer

View

AnalyticsInsight

A/B MV Testing

Simplified *Editing*Workflows*Publishing

Goals and Engagement

Values

AgileUnified

Platform

CampaignManagement

Social Connect

MobileIntelligent

WebsiteFxM

emaileCommerceWeb-to-

PrintOpen API

Databases

AttributionOptimisationPerformance

Omni-channelCOPE

Primary marcomsgoals/strategies

€Customer acquisition

€Self-service levels =optimise

costs

*€Launch product Z to segment X

€Upsell & cross-sell

€Engagement levels =retention

€IncreaseBrand

Awareness

Show me the money!

The ROI Calculator

• Objective ROI/business case & builds confidence in with key stakeholders.

• Rigour of research by; Forrester, eConsultancy, Gartner, Annuitas Group and factual case studies.

• Factors in both ALL future capital and operating costs vs. current methods and costs.

• Revenue uplift factored by the 7 stages of the Adoption Roadmap.

• Other factors: Agility, Long-Tail Reach/ROI

The Business CaseThe Sitecore Customer Experience Platform Customer Experience

Roadmap


Digital Marcoms in Action

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• Employee empowerment

• Collective ambition

• Tight/Loose concept


Real-time context marketing

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When mothers fill in their

circumstances, they will find

a personalised timeline

adjusted to their moment in

the mothers journey.

All content is tagged and

created for specific

‘moments of truth’ within the

mothers journey.


A journey backed by data

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Visit01.08.2015 09:30:06 (16 days ago)Utrecht 10.45.17.72

Care-lineQuestion about feeding schedule01.08.2015 09:20:36 (16 days ago)

Baby – 6 monthsLatest match: 3 visits, 16 days ago

Milk allergyLatest match: 3 visits, 16 days agoNutrition: Feed scheduleLatest match: 3 visits, 16 days ago

Activity Profiling Details SocialOverview

Facebook : Reaching 9 monthsConverted: 3 visits, 16 days ago

DownloadFeeding schedule 0-6 months01:08:2015 09:30:06 (16 days ago)


Delivered omnichannel

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Mobile appMobile app



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Vending machine

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A cohesive experience


The ROI

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Results2014: EUR 140,ooo

2015 : EUR 1.15 Million

75%

140%

Avg. monthly

growth:

Avg. monthly

repeat purchases:


What next? Paul Fennemore [email protected]

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