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Customer Journey Officer – The New CMO | Michael Lazerow – Chief Strategy Officer, Salesforce Marketing Cloud

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Customer Journey Officer – The New CMO | Michael Lazerow – Chief Strategy Officer, Salesforce Marketing Cloud

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Surprising and delighting your customers is foundational to marketing, but focusing only on campaigns to achieve this can create disconnect with customers. Companies must make the most out of every customer interaction by transforming single moments into personalized journeys. The CMO is now the Customer Journey Officer, whose role is to define and optimize the customer journeys across ALL touch points – marketing, sales, service & product experience.

Surprising and delighting your customers is foundational to marketing, but focusing only on campaigns to achieve this can create disconnect with customers. Companies must make the most out of every customer interaction by transforming single moments into personalized journeys. The CMO is now the Customer Journey Officer, whose role is to define and optimize the customer journeys across ALL touch points – marketing, sales, service & product experience.

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Customer Journey Officer – The New CMO | Michael Lazerow – Chief Strategy Officer, Salesforce Marketing Cloud

  1. 1. CUSTOMER JOURNEY OFFICER - THE NEW CMO Michael Lazerow Chief Strategy Officer @lazerow
  2. 2. SAFE HARBOR Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. THANK YOU!
  4. 4. #1 in Cloud Computing and CRM #1 Salesforce: World’s #1 CRM Cloud Computing Market Share #1 World’s Most Innovative Company 2011, 2012, 2013 #1 #1 Market Leader: Enterprise, MidMarket, SMB & Sales Force Automation
  5. 5. 1% Time Equity Product 624,000+ Hours Service $65M+ Grants 22,000+ Non-profit Organizations 1/1/1 Model Adopted by
  6. 6. 50 Billion Connected “Things” THIRD WAVE OF COMPUTING: “INTERNET OF THINGS” LAN/WAN Client Server Millions Thousands Mainframe SNA Terminal LTE Cloud Social . Mobile . Cloud . Connected
  7. 7. HOLIDAY SHOPPING Q4 2013 VS PRIOR YEAR 46% increase in mobile commerce 35% of online traffic 30% of purchases IBM Digital Analytics Benchmark (10/1/13 through 12/31/13), Jan. 2, 2014. E-Commerce Pulse data for the 2013 holiday season
  8. 8. MOBILE ALMOST AS UBIQUITOUS AS TV % of Population Global Users (MMs) SOURCE: Mary Meeker Internet Trends 2014
  9. 9. MOBILE IS NOT JUST AN ENTERTAINMENT DEVICE!
  10. 10. New York-Reno August 1, 2013
  11. 11. New York-Reno August 1, 2013
  12. 12. THE SWISS ARMY KNIFE FOR MODERN LIFE % of time spent in mobile SOURCE: Flurry Analytics, April 2014.
  13. 13. A GAME CONSOLE IN YOUR POCKET Time spent on iOS and Android devices SOURCE: Flurry Analytics, April 2014. Gaming 32%
  14. 14. A PARTY IN YOUR POCKET Time spent on iOS and Android devices Social apps 28% SOURCE: Flurry Analytics, April 2014. Gaming 32%
  15. 15. THE RAPID RISE OF THE MOBILE ADDICT Worldwide daily app usage distribution (Millions) SOURCE: Flurry Analytics, April 2014. Regular Users Super Users
  16. 16. THE RAPID RISE OF THE MOBILE ADDICT Worldwide daily app usage distribution (Millions) SOURCE: Flurry Analytics, April 2014. Regular Users Super Users
  17. 17. THE RAPID RISE OF THE MOBILE ADDICT Worldwide daily app usage distribution (Millions) SOURCE: Flurry Analytics, April 2014. Regular Users Super Users Addicts
  18. 18. WOMEN OVER INDEX AS “MOBILE ADDICTS” Mobile Addicts vs. Average Mobile Users (by SOURCE: Flurry Analytics, April 2014. Gender) Average Mobile User Males Female s
  19. 19. THE BATTLE FOR THE MOBILE ADDICT IS ON Mobile Addicts vs. Average Mobile Users SOURCE: Flurry Analytics, April 2014. Femal es Sports fan Gamer Parent & education Moms
  20. 20. THE BATTLE FOR THE MOBILE ADDICT IS ON Mobile Addicts vs. Average Mobile Users Femal Males es Catalogue shopper SOURCE: Flurry Analytics, April 2014. Sports fan Gamer Parent & education Moms Gamer Parent & education Auto enthusiast
  21. 21. YET MARKETERS JUST STARTING TO “MOBILIZE” % of time spent in media vs % of advertising spend Global Users (MMs) SOURCE: Mary Meeker Internet Trends 2014
  22. 22. WELCOME TO THE REWIRING OF MARKETING
  23. 23. Internet of Customers Has Changed Marketing Forever Consumer Fragmented 1:Many Anonymous Customer Seamless 1:1 True identity
  24. 24. Internet of Customers Has Changed Marketing Forever Consumer Fragmented 1:Many Anonymous Customer Seamless 1:1 True identity Cookies & Pages People & Connected Products
  25. 25. WELCOME TO THE REWIRING OF GLOBAL BUSINESS
  26. 26. WELCOME TO THE REWIRING OF GLOBAL BUSINESS (AND THE CUSTOMER IS AT THE CENTER!)
  27. 27. Buzzfeed • 130MM UVs (3X Y/Y) • 50%+ mobile • 75% social • 50%+ age 18-34 • $100MM+ revs SOURCE: Mary Meeker Internet Trends 2014 News
  28. 28. Entertainment Sky Does Minecraft • 10MM subscribers • 2B views • Zero overhead • Direct relationship with customers and brands
  29. 29. Transportation Uber • 43% of population now served in just 4 years • 20,000 jobs created every month • $90,766 (NYC) median income • Contributes $2.8B/yr to U.S. economy • $18.2B valuation SOURCE: Uber blog (http://blog.uber.com/uberimpact)
  30. 30. IT’S DIFFICULT.
  31. 31. SOURCE: Exact Target Marketing Cloud / Deloitte “Bridging the Digital Divide” report. April 2014.
  32. 32. MOST COMPANIES FEEL UNPREPARED 66% of companies lack an in-depth understanding of their customers IBM Study of 1,700 CMOs “From Stretched to Strengthened”
  33. 33. SOURCE: REDITT, The Illusion of Choice.)
  34. 34. #1 Do you know your customers?
  35. 35. #2 Do you know where they are in their journey?
  36. 36. #3 Do you have a strategy to move them along in their journey?
  37. 37. #4 Are you able to measure the business impact?
  38. 38. THE CMO IS NOW THE CUSTOMER JOURNEY OFFICER!
  39. 39. Job description To define and optimize the customer journeys across ALL touch points – marketing, sales, service & product experience. Do you know your customer? Do you know where they are in their journey? Do you know the next step for customer? Can you measure the business impact? Meet the Customer Journey Officer
  40. 40. MARKETING IS THE JOURNEY. AND THE JOURNEY IS MARKETING.
  41. 41. THE CUSTOMER CHOOSES WHEN TO START THE JOURNEY.
  42. 42. HOW THEY WANT TO TRAVEL ON THE JOURNEY WITH YOU.
  43. 43. AND WHEN TO END IT.
  44. 44. AND THEY EXPECT YOU TO BE THERE EVERY STEP OF THE WAY – WITH DIRECTIONS, ASSISTANCE AND ASSURANCES THAT YOU WILL BE THERE AFTER THE PURCHASE.
  45. 45. “CRM and advertising are coming together in one-to-one marketing.” -Twitter CEO Dick Costolo (1/8/14)
  46. 46. click comment post app device Behind every is app a customer. tweet sale service call entry
  47. 47. MARKETING’S “LAW OF 1” SIZE OF CUSTOMER SEGMENTS WILL CONTINUE TO DECREASE UNTIL THEY REACH 1.
  48. 48. FUNNELS ARE THE AMUSEMENT PARK CAKES OF YOUR MARKETING DEPARTMENT.
  49. 49. THEY TASTE GOOD BUT LEAVE YOUR MARKETING DEPARTMENT SLUGGISH AND BLOATED.
  50. 50. CUSTOMER EXPERIENCE MANAGEMENT IS DEAD.
  51. 51. CUSTOMERS AREN’T MANAGED. CUSTOMERS MANAGE YOU.
  52. 52. SONY BUILDS A SINGLE VIEW OF THEIR CUSTOMERS Launched PS4 & player community Complete visibility into the customer journey Engaging and publishing relevant content across mobile, social and in-game experience
  53. 53. SONY VIDEO: HTTPS://WWW.YOUTUBE.COM/WATCH?V=XNHBUUG-O18
  54. 54. This just in …
  55. 55. “We’re using technology that enables rich one-to-one relationships. Our entire company is built around making every interaction feel human” - Brian Spaly, CEO TRUNK CLUB CONNECTS CUSTOMERS & EMPLOYEES WITH MOBILE APPS Personalized clothing service runs its entire business on mobile Employee mobile app gives stylists insight into member interest, preferences, and fits Integrated sales, service & marketing provides unified view of the customer
  56. 56. TRUNK CLUB VIDEO: HTTP://WWW.SALESFORCE.COM/CUSTOMERS/STORIES/ TRUNK-CLUB.JSP
  57. 57. “To win in today’s marketplace you have to have a centralized consistent experience from every touch point you have with your customers.” Jamie Womack, VP Corporate Marketing REIMAGINING THE CAREER SITE THROUGH A CUSTOMER-CENTRIC VISION • Largest U.S. Online Job Site: More than 24M users/month • 24/7 notifications of new positions on mobile devices • Unified marketing efforts and 1,000+ sales reps • Report $8M annually ROI from Salesforce efforts
  58. 58. CAREERBUILDER VIDEO: HTTPS://WWW.YOUTUBE.COM/WATCH?V=RCPYIFDML20 &LIST=PLHYDWFM-NBDSD4H6HQPGJFF1IQ4T3BOP8& INDEX=8
  59. 59. CUSTOMERS ARE ON A JOURNEY WITH YOUR BRAND
  60. 60. “We need to better serve our current customers, and increase our share of wallet.” better serve our current customers First Purchase Repeat Purchase Loyal Customer Anonymous Browsers
  61. 61. ACLPV: Average Customer Lifetime Purchase Value
  62. 62. THE PURCHASE IS NOT THE END OF THE JOURNEY. IT’S JUST ANOTHER STOP ON WHAT YOU HOPE WILL BE A LONG AND PROFITABLE JOURNEY.
  63. 63. DATA FUELS THE JOURNEY.
  64. 64. CONTENT IS THE VEHICLE CUSTOMERS RIDE ON THEIR JOURNEY WITH YOU.
  65. 65. MICHAEL LAZEROW Chief Strategy Officer, Salesforce Marketing Cloud @lazerow salesforce.com

Notes de l'éditeur

  • Key Takeaway:
    The success of our customers has propelled us to #1. Our commitment to innovation allows our customers to be innovative so we are proud about the award from Forbes as the most innovative company 3 years in a row.

    Talk Track:
    Our customers have responded to our cloud computing offerings with lots of enthusiasm. Their success has propelled us to be #1 in enterprise cloud computing and #1 in CRM according to IDC and Gartner.

    And while we’re excited about our business momentum, our ongoing focus is grounded on a firm commitment to innovation. This is why in addition to being pleased with industry analyst recognition from IDC and Gartner, we’re particularly excited to be cited by Forbes Magazine as the world’s most innovative company for three years in a row.

    ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
    Additional Context on accolades:
    Forbes “Most Innovative Companies in the World” is awarded to the company offering the most “Innovation Premium” - The Innovation Premium is a measure of how much investors have bid up the stock price of a company above the value of its existing business based on expectations of future innovative results (new products, services and markets) . Members of the list must have $10 billion in market capitalization, spend at least 1% of their asset base on R&D and have seven years of public data.
    The FORTUNE World’s Most Admired Companies study surveys top executives and directors from eligible companies, along with financial analysts, to identify the companies that enjoy the strongest reputations within their industries and across industries.
    In Dec 2012, the Economist awarded salesforce.com and Marc Benioff the award for innovation in the process and service category
    Forbes “Best Companies to Work For” – salesforce.com was awarded #7 for 2013. The ranking of the top companies was determined by taking cumulative average ratings from the half-million employees who responded to the 18-question survey between Nov. 24, 2012 and Nov. 13, 2013.
    CRM Market Leader Awards: The Market Leader Awards rate the top five vendors in categories based on a composite score that includes revenue, revenue growth, market share, customer wins, reputation for customer satisfaction, depth of product functionality, and company direction.
  • And when I’m not platying games, I’m communicating with my friends … These are social devices, connecting me to my friends, coworkers and colleagues in ways we couldn’t imagine just a few years ago.
  • And mobile addicts represent some of the most attractive consumers today. Women addicted to their phones are …

  • Here’s what it looks like on Facebook. All money spent to try to sell a new camera owner another camera. How much of our marketing budgets are wasted like this? We can do better.
  • And that’s why digital is a top three imperative for 100% of CEOs.
  • We live in an exciting time. But it’s not easy for existing companies to reorganize around people. We asked 200 of the largest marketers in the world what the new landscape means for their teams.

    53% said they now have greater revenue growth responsibility.

    More than half said they need more people to drive data-driven marketing strategies.

    And nearly half said they now have greater ownership of all customer-facing teams and channels.

    Marketers are no longer responsible for the distribution of messaging.
  • Customer experience management is dead.
  • The Sony Playstation 4 is a connected device. It’s an internet device that you use for much more than gaming, though gaming is at its core.
  • This is what matters. It’s personalized, connected …
  • Let’s take a look at how Careerbuilder has reinvented how it does business by putting its customer in the center.
  • Let’s take a look at how Northern Trails Outfitters uses the ExactTarget Marketing Cloud to join their customers on their journey. NTO came to us and said “We need to better serve our customers and increase our share of wallet”. As they looked at their business, they broke out 4 important segments of customers. Anonymous browsers, first time purchases, repeat purchases and loyal customers.

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