Shift to Consumer-Centric Enterprise
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1 Shift to Consumer-Centric Enterprise Sales, marketing and customer care challenges in the Third Platform Tomasz Słoniewski Senior Research Manager IDC CEMA
2 IDC Visit us at IDC.com and follow us on 2
3 IDC Visit us at IDC.com and follow us on 3
4 IDC Visit us at IDC.com and follow us on 4
5 The New Consumer rules the world Page 5
6 Third Platform IDC Visit us at IDC.com and follow us on 6
7 Unit Shipments (Millions) The rise of mobility 47% -4% 88% -4% Source: IDC Worldwide Quarterly Smart Connected Device Tracker IDC Visit us at IDC.com and follow us on 7
8 Cloud revolution CAGR= 20.8% CAGR= 27.2% CAGR= 29.7% $M IDC Visit us at IDC.com and follow us on IDC Confidential 8
9 IDC Visit us at IDC.com and follow us on 9
10 Are social networks important? 1.35 billion monthly active users 500 million Tweets sent per day 4+ million company pages IDC Visit us at IDC.com and follow us on 10
11 Social networks drivers and challenges Product announcements Community building Brand engagement Source of Big Data Customer feedback Product reviews Tips and tricks Hater channel #hashtag IDC Visit us at IDC.com and follow us on 11
12 Knowing your customer is becoming tough Page 12
13 B2C challenges to tackle Increased number of customers Segmentation Personalization Online vs. offline Multichannel contact Warranty/post sales care Churn Loyalty programs Communities Brand ambassadors/followers/haters Sales channel management... IDC Visit us at IDC.com and follow us on 13
14 B2B challenges to tackle Segmentation Channel management Proposal processes Sales funnel/planning Project management/delivery tracking Maintenance/service Warranty/penalties References Cross sales/upsales Public procurement processes... IDC Visit us at IDC.com and follow us on 14
15 % of Participants Length of the sales cycle increases Q. Over the past six months, how has the length of your sales cycle changed? Decrease Stayed the Same Increase 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. Source: IDC's 2013 Sales Barometer Survey 15
16 New IT tools are a must! Page 16
17 % of Repondents Top investment areas for sales Q. Please describe how the following general sales investment areas will be affected during calendar year 2013 versus % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Sales Enablement Sales Automation Customer Intelligence Talent Mgmt. Sales Specialists Decrease Stay the same Increase Sales Investment Areas Inside Sales Channels/ Partners Travel & Entertainment 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. Source: IDC's 2013 Sales Barometer Survey 17
18 Top investment areas for marketing Source: IDC Asia/Pacific CMO Research Barometer 2014, May-July 2014 (N=682) Page 18
19 Leading improvement benefits Page 19
20 What business expects from IT? Definition and implementation of externally oriented business strategy Knowledge of the market and industry company operates on Understanding of company s customer base Identification of new revenue streams based on new technologies Knowledge and implementation of innovations based on 3rd platform technologies IDC Visit us at IDC.com and follow us on 20
21 6 x CIO IDC Visit us at IDC.com and follow us on 21
22 Page 22 Cooperation needed! CEO CIO Analyst CMO
23 Future View Market Forecast CRM Applications Forecast 30,000 25,000 20,000 15,000 10,000 5,000 Sales Marketing Customer Service Contact Center Total Market Statistics: Total 2017 Revenue = $28.5B Source - Dec 2013 Software Tracker CAGR = 6.3 % 23
24 Essential guidance Customer relations are becoming complicated CRM data should be analyzed CRM does not have to be expensive As-a-service software has many advantages Cost Accessibilty Agility Scalability Usage of CRM tools is a must IDC Visit us at IDC.com and follow us on 24
25 Thank you! Tomasz Słoniewski Senior Research Manager CEE Region Tel: tsloniewski@idc.com IDC Polska Sp. z o.o. Ul. Gotarda Warszawa
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