Marketing Matters
Cisco Partner Marketing Forum – 4th June 2015
Ray Kloss
Director of Marketing, ANZ
73% Amount by which strong brands outperformed the market in 2014
•
World’s Top 40 Brands beat the Market by 73%.
•
700 Corporate B2B Decision Makers – Brand is as important as the
Sales engagement.
•
Digitisation and especially mobile (Mobilegeddon) are the new
battlegrounds for brands.
McKinsey May 2015
Megatrends facing B2B Sales & Marketing Teams
•
The new “ABC” of IT – Analytics (Big Data Market); BYOD (3.3 devices per employee); Cloud
(60% of Server Workload Virtualised);
•
Changing Demographics – Asian Middleclass; exit the Boomers, enter the Millenials in
decision making;
•
User Centricity - Me + Free + Easy demands;
•
Changing Economics - Falling experimentation costs (experimentation is the new planning);
Growth of the Sharing Economy
•
Consumerisation of B2B – Know me before you meet me; goodbye B2B Sales Funnel; Multichannel 24x7
McKinsey May 2015
Megatrends facing B2B Sales & Marketing Teams: Recommendations
•
Use Big Data as an unfair advantage.
•
Share your pitch before you meet them. (Give away your IP . . . .)
•
Manage the multi-channel decision journey.
•
Product -> Service -> Platform. Enable Trial.
•
Rethink sales & marketing capability. (Talent, Performance Management,
On-boarding, Automation)
McKinsey May 2015
YOUR
REPUTATION
PRECEDES YOU
60%
of purchase
based on
enterprise
reputation, not
product
CUSTOMERS
OWN THEIR
JOURNEY
THEIR BUSINESS SEIZE THE DAY
IS DIGITAL – IS
(AND THE
YOURS?
DATA)
57%
41%
of purchase decisions
complete before
customer calls
suppliers
of marketing orgs
have their own P&L
from digital revenue
67%
of customer’s journey
done digitally
By 2020
75%
of businesses
will be digital
By 2015, over
50%
of funded marketing
projects digitally led
CLOUD – 75% of organizations use public cloud services today, although sparingly, & 78%
plan to increase their investment in cloud services in the next 3 years – Gartner March 2015
DATA ANALYTICS – 89% of enterprises believe that companies that do not adopt a data
& analytics strategy risk losing market share & momentum in the next year – Forbes
SERVICES – By 2016, 80% of the IT budget will be based on providing service
integration for a broad portfolio of internally and external sourced IT & business
services – IDC 2014
IoE – IoE could generate $4.6 trillion in value for the global public sector by 2022
through cost savings, productivity gains, new revenues and improved citizen
experiences – Cisco Consulting Services
SECURITY – Security Data Center represents $2B OPPORTUNITY – Data Center
Deployment Strategies, North American Enterprise Survey, Infonectics, February 2015