Research Partner Presentation: Transforming Marketing into a Customer Driven Effort

1.  © 2016 FORRESTER. REPRODUCTION PROHIBITED.
2.  Transform Marketing Into A Customer-Driven Effort Michael Barnes – VP and Research Director November 29, 2016
3.  © 2015 Forrester Research, Inc. Reproduction Prohibited 3 We work with business and technology leaders to develop customer-obsessed strategies that drive growth.
4.  © 2016 FORRESTER. REPRODUCTION PROHIBITED. Technology used to advantage companies… Price Location Information Companies Customers
5. © 2016 FORRESTER. REPRODUCTION PROHIBITED. …but now empowers customers Price Location InformationCompanies Customers
6. © 2016 FORRESTER. REPRODUCTION PROHIBITED.
7. Customer obsession requires an operational reboot.
8. © 2016 FORRESTER. REPRODUCTION PROHIBITED. Customer obsessed operating principles Customer led Insights driven Fast Connected FROM Customer aware Data rich Perfect Siloed TO
9. © 2016 FORRESTER. REPRODUCTION PROHIBITED. 70% of firms will execute a “digital transformation” in 2017 Only 21% are willing to re- architect tech platforms 85% of large firms will spend less than $15m on the transformation Most digital transformation initiatives will seriously miss the mark Source: Business Technographics services survey, Q3 2016 – Base: 690 business and technology decision makers in Asia Pacific
10. © 2016 FORRESTER. REPRODUCTION PROHIBITED. “People may have focused on the technology and forgotten to focus on their behaviors.” – Dr. John Jakicic, Distinguished Professor at University of Pittsburgh Source: http://www.nytimes.com/2016/09/27/well/activity-trackers-may-undermine-weight-loss-efforts.html?_r=0
11. © 2016 FORRESTER. REPRODUCTION PROHIBITED. Beware the ‘shiny new objects’ Usability For customers, partners, executives, developers, designers Securability Protect against tens of thousands of hackers Scalability Millions of customers/partners and Terabytes of data Sustainability 100’s of releases per year Integratability Tens of thousands of partner systems Complexity
12. © 2016 Forrester Research, Inc. Reproduction Prohibited Prediction – CMOs will aggressively push their brands to be more human, helpful, and handy.
13. © 2016 FORRESTER. REPRODUCTION PROHIBITED. Context has already changed marketing BEFORE CONTEXT: AFTER CONTEXT: •  Campaigns •  Targeting •  Customer segmentation •  Media schedules •  Messages •  Transactions •  Interactions •  Engaging •  Customer recognition •  Customer moments •  Utility •  Value exchanges
14. © 2016 FORRESTER. REPRODUCTION PROHIBITED. 64%have responsibility for CX 44%seek to increase their influence in CX Attempts to build emotional connections will skyrocket Source: Forrester’s Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey
15. © 2016 FORRESTER. REPRODUCTION PROHIBITED. Brands will do, not just say “Marketing becomes invisible when it solves a pain that a customer wants solved.” – Wade Sugiyama, Manager Brand Strategy and Development “Brands should stop making people want things, and start making more things people want.” – Michael McLaren, former CEO
16. © 2016 FORRESTER. REPRODUCTION PROHIBITED. And demonstrate brand promise
17. © 2016 Forrester Research, Inc. Reproduction Prohibited Prediction – Digital transformation will tip from experiences to operations.
18. © 2016 FORRESTER. REPRODUCTION PROHIBITED. To succeed, master both sides of digital Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report
19. © 2016 FORRESTER. REPRODUCTION PROHIBITED. ›  Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report Organizations that give in to digital fatigue in 2017 may not see 2018.
20. © 2015 Forrester Research, Inc. Reproduction Prohibited
21. Customer obsession is your only competitive advantage ›  Step up and take responsibility for CX ›  Lead a C-suite conversation on building a customer- obsessed operating model ›  Coordinate and optimize technology to serve empowered customers
22. forrester.com Thank you Michael Barnes VP & Research Director mbarnes@forrester.com Twitter: @mb_analyst

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