What's the most powerful thing you produce? An engaged customer! Jamie Anderson, CMO, SAP Hybris shares with a Selling Power Magazine Sales 3.0 Conference audience the way in which to harness the power of change to disrupt the selling environment. For more about SAP Hybris Sales Cloud, visit: http:www.hybris.com/sales

1. May 2017
Jamie Anderson, Senior Vice President & CMO, SAP Hybris
The Future of Sales: Disrupt, Align, and
Connect to Your Customer's Journey

2. 2© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
“The only thing that’s
changed is everything”
- Tim Cook, CEO of Apple

3. SCOTTISHPOWER

4. 4© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
“By 2018, one third of the top
20 in every industry will be
disrupted by digitally
transformed competitors.”Frank Gens, Chief Analyst, IDC

5. 5© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Outcome-based business models are disrupting all industries
TransportationSportswear GPS and
Navigation
Retail
Hardware EnergySoftwareMedia &
Entertainment
Consumer
Products
Food & Beverage

6. 6© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Welcome to the digital economy.
DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950 2000
SCARCITY
ABUNDANCE
DESIRE ENGAGEMENTPRODUCTS

7. 7© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Change is happening – fast.
DIGITAL ECONOMY
2000 2005 2010 2017
25 BillionSongs
Sold on iTunes
iPhone
Introduced
Facebook
Launches
888 Million
Internet Users
LinkedIn
Launches
2015
3.6 Billion
Internet Users
2.32 Billion
Smartphone
Users
467 Million
LinkedIn Users
1.87 Billion
Facebook Users
304 Million
Internet Users
iPod / iTunes
Introduced
1.97 Billion
Internet Users

8. 8© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
And it’s only getting faster.
75 YEARS
38 YEARS
13 YEARS
4 YEARS
3.5 YEARS
3 YEARS
2.5 YEARS
19 DAYS
TIME TO REACH
50 MILLION
USERS

9. 9© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Business Agility is Key
There are
1.55 BILLION
FACEBOOK USERS
1.91 BILLION
SMARTPHONE
USERS
400 MILLION
LINKEDIN USERS
And Yet
of businesses are ready
to support a mobile-first
engagement with customers
17%
of businesses’
existing CRM systems have
no way to track customer
social media interactions
76.3% of businesses still
can’t be contacted
by social media
56.6%
BeyondCRM Research (SAP) – January 2016
!

10. 10© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Customers are harder to engage than ever.
of online ads are
ignored.
of the buying process is
completed before a first
interaction with sales.
of consumers
abandoned a purchase
due to a poor service
experience.
Source: Google Source: Customer Executive Board Source: American Express Global
Barometer
99.76% 57% 60%

11. 11© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
THIS
IS
NOT
YOUR
CUSTOMER’S
JOURNEY
Awareness
Interest
Desire
Action

12. 12© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
EACH CUSTOMER
CHOOSES THEIR
OWN ADVENTURE
CHANGE
ADDRESS
DISCOVER
NEED
RECEIVE
OFFER
POST
REVIEW
MAKE
PAYMENT
JOIN
GROUPS
SHORTLIST
TRACK
ORDER
BUY
RECEIVE
PACKAGE
SET UP
PHONE
MISSING
ITEM
NETWORK
ISSUE
FIX
ISSUE
RESTART
SERVICE
BILLING
ISSUE
LOYALTY
BONUS
RECEIVED
OFFER
WEB
TV
DIGITAL
ADS
PRINT
SOCIAL
SEARCH
KW/ADS
REVIEWS
RETAIL
STORE
CONTACT
CENTER
EMAIL
SOCIAL CONTACT
CENTER
SUPPORT
PORTAL
CONTACT
CENTER
SOCIAL
BRANDED
COMMUNITY
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
AWARENESS
INTEREST
CONSIDERATION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
SUPPORT
PORTAL
WEB
SHOP
RETAIL
STORE
REFER
FRIENDS
EMAIL
SOCIAL
WORD OF
MOUTH
WEB
SITE
WORD OF
MOUTH
WEB SHOP
RESEARCH
WEB
WEB SHOP
DISCOVERY

13. 13© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
*** ANONYMOUS***
IP Address
Topic: CRM Sales
Putting the customer at the center
E-mail
Website
ACTION
SETUP APPT
CONTRACT
SIGNED
CROSS SELL
OFFER/
SOLUTIONE-mail
Demo
INTEREST
Evaluates Offer
ACTION
Purchases the solution
Status: Won
Revenue: $$$
Products: Marketing, Sales
Opportunity: $$$
Salesperson: John Smith
Event System
Customer: APEX
Contact: Sam Jones
Session: CX
Timeframe: 3 months
CONVERT
OPPTY
Assets: Customer Case Study
Budget: $$$
Appointment: Scheduled
Status: Opportunity
PERSONAL
OFFER
PERSONAL
CONTENT
INTEREST
Evaluates Solutions
Customer: APEX
Contact: Sam Jones
Contact: Frank Kim
Email: sjones@apex.com
IP Address
Topic: CRM Sales
Product: Mobile SFA
Offers 30 day Free Trial
**IDENTITY CONSOLIDATED **
Trade Show
Word of
mouth
ATTENDS
EVENT
PHONE
Inside Sales Qualifies Lead
CONSIDERATION
MEETINGS/
BRING IN KEY
INFLUENCERS
CONSIDERATION
Sales Meetings/Follow Up
PHONE
ROI Study
IDENTIFY
NEED
AWARENESS
Need better business
insight into sales
Online
Reports
Sales
Reports
Low
Adoption
DISCOVERY
Sales Solution
Reviews
Search
Website
Sets up account
SIGNS UP

14. 14© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
COLLABORATION IS KEY.
BREAK DOWN SILOS.

15. 15© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Optimizing the marketing
and sales relationship
helps grow revenue 32%
faster year-over-year
Source: Aberdeen

16. 16© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Content to Conversion

17. 17© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Create a seamless digital customer journey path
DISCOVER GAIN TRUST CONVERT
65%
REDUCTION IN
CHANNELS
1SINGLE
IDENTITY
100% 40xREACH
100% 60%
HIGHER
CONVERSION
RATE
§ Enable users to
consume more content
to build trust and
engage within ONE
Identity
§ Potential to reach 40X more
users
§ Increase relevancy of content
utilizing listening scorecard
§ Increase number of SAP CEC
bloggers
§ Clear CTA for users at
different stages
§ Apply flexible trust level
data requests strategy on
all platforms for all offers
LISTENING

18. 18© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
TARGET
AUDIENCES
AWARENESS
Drive content
consumption
EVALUATION
Build trust
PURCHASE
Attract with offers
Promote
Drive Traffic
Engage
Map
channels &
content
journeys
Engage
Amplify
Drive Traffic
Promote
Amplify
Future of
Customer
Engagement
& Commerce
BRAND
WEBSITES
EVENTS
DIGITAL
HUBS
OFFERS
DIRECT
SEARCH
CONTENT
DRIVEN
SEARCH
CHANNEL
BROADCAST /
ENGAGEMENT
CHANNEL

19. 19© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Demand to Revenue –
measure of sales &
marketing alignment

20. 20© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Demand Signals
Customers & prospects who “find”
SAP Hybris via a multitude of
channels, based on what they are
interested in.
Demand to Revenue
Marketing needs to deliver more
campaigns, with digital execution at
massive scale. We follow-up on ALL
demand signals. Real, meaningful
lead nurture.
Pipeline/Revenue
Marketing will deliver 30% of pipeline
in 2017, increasing as D2R matures.
Sales closes.
Demand to Revenue
Capture, engage, and nurture ALL demand signals to achieve Cloud scale

21. 21© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Best-in-Class organizations are:
Aberdeen Research – Best in Class Companies align marketing and sales
Align marketing &
sales with common
goals/KPIs
57%
More likely to ensure
always-on availability
of marketing-
generated sales
content
More likely to track
marketing campaign
results on
subsequent sales
activity
38% 25%
“Marketing/Sales Alignment Who
is Agile Enough To Win”
www.hybris.com/TransformSales
Aberdeen Group

22. 22© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SCOTTISHPOWER
SO, WHAT ABOUT
EXPERIENCE?

23. 23© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
EVERY CHANNEL
IS A SERVICE
CHANNEL

24. 24© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SOURCE: 2015 Watermark Consulting
Customer experience leaders outperform the market.
8-Year Stock Performance of Customer Experience Leaders vs. Laggards vs. S&P 500 (2007-2014)
107.5%
Customer Experience Leaders
72.3%
S&P 500 Index
27.6%
Customer Experience
Laggards
CumulativeTotalReturn

25. 25© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
WHAT IS THE
MOST
IMPORTANT
THING YOU
PRODUCE?

26. 26© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
AN ENGAGED
CUSTOMER.

27. 27© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
4 Takeaways
Be the
Change. Get
disruptive.
Use real-time
insights, ML/AI,
to sharpen your
sales and
marketing focus.
Share common
KPIs.
Re-imagine
engagement.
Think Digital
First!
Place the
customer at the
heart of
everything you
do

28. Jamie Anderson
Senior Vice President & CMO, SAP Hybris
@collsdad
www.hybris.com
Thank You