The alignment of your marketing and sales teams is potentially the greatest opportunity to improve business growth. Learn how to align your marketing and sales teams to drive efficient results that improve revenue.

2. Delivering Results in Multi-Platform
Digital Marketing?
Patrick Attallah
Savage Marketing
June 1st, 2016
Amsterdam

3. But Digital is not just about # of likes, # of
impressions, or # of followers!
BRAND INTERACTION HAS
BECOME MORE AND MORE
DIGITAL

4. THE ALWAYS CONNECTED
CUSTOMER EXPECTS AN
INTEGRATED EXPERIENCE
ACROSS ALL TOUCHPOINTS
The customer is not only the direct
customer but the total set of individual
stakeholders across the value chain

5. ONLINE ALIGNMENT OF SALES AND
MARKETING EFFORTS IS KEY TO
DELIVER VALUE AND POTENTIALLY
BUSINESS GROWTH.
WHY?

6. For building and sustaining business value
EsteemRelevanceDifferentiationAwareness
I know who
you are
You stand for
something
You are
relevant to my
needs & wants
I like what
you mean
to me
Defining
Question:
Outside-In
Stages
Increasing preference, loyalty and margins
Innovation, Patents, Brand
Pull-through Relationships
Competitive
Price Pressure
time
€/kg
Market entry “Cost+” player
Brand Values and Margins
Differentiation
Value Price
Optimal
Brand
Margin
Awareness
Generic
Cost Base
(Mfg + dir sales)
Commodity
Margin
Esteem
Relevance
Page 4 DSM @patrickattallah Savage Marketing June 1st 2016

7. Our Need
Integrating offline and online to create adequate customer engagement
DSM.com
Sales app
Newsletter
Database (CRM)
Search
Social
Events
Face to face
Brochures
Customers, End Users &
Employees
Page 5 DSM @patrickattallah Savage Marketing June 1st 2016

8. WHAT ARE THE CHALLENGES?
Page 6 DSM @patrickattallah Savage Marketing June 1st 2016
SAME AS FOR MANY SIMILAR COMPANIES

9. Customer
Experience
Community
Engagement
Comm.
Efficiency
Connected
Enterprise
external
Customer Centric
internal
DSM centric
THE 4 DIGITAL FOCUS AREAS
Page 7 DSM @patrickattallah Savage Marketing June 1st 2016
THE RIGHT APPROACH

10. Customer
Experience
Community
Engagement
Connected
Enterprise
external
Customer Centric
internal
DSM centric
THE 4 DIGITAL FOCUS AREAS
Sales Journeys
Commercial
Engines
Digital Channels Digital Skills
Communication
Efficiency
TECHNOLOGY
DATA
MEASUREMENT
The 4 digital
focus areas
are based on
Page 8 DSM @patrickattallah Savage Marketing June 1st 2016

11. Integrated long term approach
Page 9 DSM @patrickattallah Savage Marketing June 1st 2016

12. Aligning existing
channels and
tooling and setting
up new channels to
optimize customer
engagement.
Teach employees in
using customer
engagement channels
and create awareness
about the program and
gained results and
insights.
Selecting existing key
processes and events
and defining
customer
engagement
opportunities.
DSM’s integrated customer engagement program
Processes
and
Activities
People and
skills
Channels and
tooling
Focuses on measuring
performance, analyzing
results and gaining
insights and defining
actions. Key for fact
based approach.
Governance
Page 10 DSM @patrickattallah Savage Marketing June 1st 2016

13. 1. Align platforms
(WCM,CRM,ECM)
2. Set up new website
3. Add channels (SEA,
email, social)
1. Awareness sessions
2. Platform trainings
3. Learning by doing
4. Social ambassadors
selection and training
1. 1. Align lead generation
2. process
3. 2. Set up content
4. management
5. 3. Implement
6. customized event
7. approach
Main program activities
Processes
and
Activities
People and
skills
Channels and
tooling
1. Map customer journey
2. Set targets and create
KPI’s
3. Configure dashboard
4. Monthly meeting
schedule
Governance
Page 11 DSM @patrickattallah Savage Marketing June 1st 2016

14. Page 12 DSM @patrickattallah Savage Marketing June 1st 2016
1. Shared vision is the base for being successful
2. Integrated process and channels are required to build
integrated customer experience across the touch points down
the value chain
3. Applying the principles of organizational change is key:
– Creation of awareness and/or buy in at internal
stakeholders
– Apply top down and bottom up approach
– Adapt constantly to employee’s language
– Measure results and communicate
OUR EXPERIENCE
Page 12 DSM @patrickattallah Savage Marketing June 1st 2016

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