Key Take aways A framework based on real life success case; how you can unleash the digital quotient of your sales & marketing team Critical factors and must have digital tools to transform sales performance, take advantage of digital platforms, and evolve customers’ purchasing behaviour Best Practices on how to guide your sales & marketing team into redefining their relationship with the customers crafting an engaging and winning offer thanks to training, content marketing, customers data.

1. #FROSTMAR@luisella
TRANSFORMATIVE THINKING

2. 1. A framework based on real life success case; how you can
unleash the digital quotient of your sales & marketing team
2. Critical factors and must have digital tools to transform
sales performance, take advantage of digital platforms,
and evolve customers’ purchasing behaviour
3. Best Practices on how to guide your sales & marketing
team into redefining their relationship with the customers
crafting an engaging and winning offer thanks to training,
content marketing, customers data.
Top 3 Take-Aways for Participants
#FROSTMAR"@luisella"

3. The global Sharing Economy is the biggest
financial phenomenon of the 21st Century.
Could generate a potential revenue
opportunity worth $335bn worldwide
(source PWC 2015)
#FROSTMAR"@luisella"

4. #FROSTMAR"@luisella"
An entire generation is growing up with new
values
PARTICIPATION
SIMPLICITY
TRACEABILITY AND TRANSPARENCY
COMMUNITY
COLLABORATION
AUTHENTICITY
SUSTAINABILITY
TRUST
DOING WELL IS DOING GOOD
CROWDFUNDING
CREATING TOGETHER
TRANSCENDING SELF-INTEREST

5. AWARENESS CONSIDERATION
PREFERENCE/
EVALUATION
ACTION/BUY
LOYALTY/
REPURCHASE
IN THE
MARKET
DEALERS
RECOMMENDATION
ADVERTISEMENT
FRIENDS,
RELATIVES…
Traditional Shopper Journey
#FROSTMAR"@luisella"

6. BUY
ACCESS
USE
SUPPORT
SOCIAL MEDIA!
DEALERS!
CALL CENTER!
DEALERS POST BUY
FEEDBACK!
SOCIAL MEDIA
BLOGS, FORUMS!
DEALERS!
ECOMMERCE!
SOCIALMEDIA!
UGC, BLOGS!
FORUMS!
SOCIAL MEDIA!
MOBILE!
POS!
LEAVE
LOYALTY/REPURCHASE
IN THE MARKET OUT OF THE MARKET
EVALUATION
From 2009: Social-empowered Customer Journey!
DISCOVERY
#FROSTMAR"@luisella"

7. STORYTELLING doesn’t mean telling stories.
Content shared must be true and autenthic
TRUST
SHARE
PEER
REVIEW
COM
PARE
PURCHASE
DECIDE
EVANGELIZE
RESEARCH
SHARE
DISCOVER
SEARCH
RESEARCH
TRUST
AWARENESS
CONSIDERATION
PURCHASE
BUYER
INFLUENCER
Digital
Peers
Email
Events
Social Media
Web/Mobile
Company web/
mobile sites
Sales
PREFERENCE
LOYALTY
ACTION
AWARENESS
CONSIDERATION
Decentralised, mobile centric, micromoments
driven Customer Experience
INBOUND
Want to know
Want to buy
Want to do
Want to go
#FROSTMAR"@luisella"

8. Customers eXperience is today’s
business benchmark.
Is it the end of branding and marketing? No.
A strong brand strategy must guide the CX.
The Brand is the reason to choose, the company
identity, its uniqueness. Marketing is the voice of
the brand both in and outside of the organization.
CX role is to implement the brand promise.
TRANSPARENCY
IMMEDIACY
CONTEXT
ON DEMAND
#FROSTMAR"@luisella"

9. The goal is to strengthen the brand equity developing a broader
value proposition, a personalised and trusted relationship with
customers. “Legacy strategy is for yesterday’s customers.” (B.Solis)
REPUTATION
TRUST
VALUE
The motto is: Radical Transparency
RELATIONSHIP
#FROSTMAR"@luisella"

10. Advertising, Content Marketing, Storytelling driven by transparency and
authenticity. Social media strategy defined in October 2011. Now active in 9
channels. Facebook (+1.1mio fans) focus on pictures, video, timelapse,
hashtag. Twitter 118K followers. Instagram 38K followers. Linkedin: logistic
groups, trade events, fairs.
#FROSTMAR"@luisella"

11. Customers digital behaviour is
changing much faster than
companies abilities to adapt.
#FROSTMAR"@luisella"
“
“

12. How to deal with Digital Darwinism?
A framework based on real life success cases
1. Strategy drives Transformation.
2. Execution embedded in Strategy.
3. Create Entrepreneurial Culture.
4. Champion Communication.
5. Reshaping roles: IT&Marketing&
sales.
6. Measure. Go back to 1.
#FROSTMAR"@luisella"

13. Innovation means to be a rule breaker,
not a rule taker. DARE TO CHANGE.
You can’t use yesterday’s way of working to build tomorrow’s solution. Define
strategy from “future success”, with the end goal in mind not starting from
today’s constraints. Transformation is driven by strategy, not by technology.
#FROSTMAR"@luisella"

14. Culture eats (digital) strategy for breakfast.
Technology for lunch, and products for dinner,
and soon thereafter everything else too.
(P. Drucker)
(B. Aulet)
#FROSTMAR"@luisella"

15. “Culture happens whether you want it
to or not. It is the DNA of the company
Culture isn’t about WHAT gets done, it’s
about HOW and WHY things get done.
Culture represents 2/3 of a company’s
investment in human capital.
#FROSTMAR"@luisella"

16. STORYTELLING or COTENT MARKETING doesn’t
mean telling stories.
Content shared must be true and autethic
TOP DOWN
THEORETICAL
LENGHTLY WATERFALL
IMPLEMENTATION
LEARNING AT
EXECUTION
SEPARATION
DESIGN/EXECUTION
WHO IMPLEMENTS
DEVELOP&EXECUTE
STRATEGIES
TEAMS WORKSHOPS
COMPLEXITY AWARE
VALIDATION/TESTING
USERS NEEDS FIRST
UX/UI CONSIDERED
STRATEGY EMBEDDED
IN NORMAL PLANNING
STRATEGY PART OF
LINE MANAGEMENT
SMALL RISK-TAKING
ORGANIZATIONAL RESISTANCE
Driven largely by "baronial" resistance to redistribution of power in the
organization. Dysfunctional bureaucratic incentives. Reduced risk taking by
risk-averse employees in a less friendly environment.
CREATE PURPOSE
From Top-down to Lean Strategy Execution
#FROSTMAR"@luisella"
FLAT ORGANIZATION
REWARD&FUN
NO HIPPO DECISIONS
LEARN TO MEASURE
AGILE PROJECT MGT.
SILOS ORGANIZATION

17. STORYTELLING or COTENT MARKETING doesn’t
mean telling stories.
Content shared must be true and autethic
From Calcutta to Fontainebleau forest"
SUPPORT
TRUST
SELF DISCIPLINE
Don’t change people,
change the smell of the place.
(Prof. Sumatra Goshal)"
CONTROL
COMPLIANCE
CONTRACT
CONSTRAINT
AMBITIONS, VALUES
CONTINUOUS LEARNING
REWARD INNOVATIVE
APPROACH
FOCUS ON CREATING VALUE
FOR&WITH CUSTOMERS
SERVANT LEADERSHIP
CONTINUOUS IMPROVEMENT
#FROSTMAR"@luisella"

18. The Goal: everyone understands the strategy!
Focus on behaviour change, not on tools.!
SHARE, ENGAGE, REPEAT.
Pursue
STRATEGIC ALIGNMENT.
Involvement, not only commitment.
HOW TO: Workshops (not only with key stakeholders), appoint
DIGITAL AMBASSADORS across the whole Region, Sharepoint,
Slack and alike, monthly calls, internal newsletters, webdays,
training. Set rules for meetings. Remain FLEXIBLE.
!
#FROSTMAR"@luisella"

19. CONTENT MARKETING
TRANSPARENCY
AUTHENTICITY
STORYTELLING
VALUE
RELATIONSHIP
TRUST
Sales and Marketing reshaped
INBOUND MARKETING
60%!
OF CONSUMERS
ARE INSPIRED TO
SEEK OUT A
PRODUCT AFTER
READING CONTENT
ABOUT IT
77%! 74%! 70%!
WEBINARS
eBOOKS
WHITE PAPERS
THE MOST EFFECTIVE CONTENT
STRATEGIES CITED FOR GETTING NAMES
#FROSTMAR"@luisella" #FROSTMAR"@luisella"

20. Marketing
Sales
Company material, training,
interaction with sales reps
Contact with the brand starts early in the process.
The B2B company can control the journey through the sales
reps.
Print, banner ads, PR, tutorial,
OOH, fair and events, training…
Sales and Marketing roles reshaped
Past
#FROSTMAR"@luisella"

21. Sales and Marketing roles reshaped
Marketing
Sales
Post-purchase
experience
Search, company websites, social media,
email marketing, blogs and forum,peers
reviews, banner, fair and events, PR, ads,
training…
Quote,
ecommerce,
sales reps
Peers reviews,
blogs, forum,
WOM…
Prospects contact the brand after as much as 80% of
the buyer journey is completed.
Marketing owns a much bigger piece of the lead to revenue.
Present"
#FROSTMAR"@luisella" #FROSTMAR"@luisella" #FROSTMAR"@luisella"

22. MARKETING, CSR, IT AND SALES WORK TOGETHER.
CRM integrated with Marketing automation tools, ERP,
brand websites, eCommerce and their analytics.
#FROSTMAR"@luisella"
“To be competitive in the Digital
Darwinism era is a must to change the
HOW TO “
37%! 43%! 72%!
THINK IS NOT
USEFUL
USE HALF
FEATURES
DIFFICULT
TO USE
15%!
INCREASE OF SALES
REP PRODUCTIVITY
WITH CRM MOBILE
APPS
20-40%!
INCREASE OF
CUSTOMER
SPENDING IN THEIR
NEXT INTERACTION
CRM BENEFITS" SALES REP. ON CRM"

23. Digital skills not confined to Digital team"
Define future skills requirements"
Undertake skills gap asessment"
Bridge the GAP
Keep up to speed: evaluate and evolve"
#FROSTMAR"@luisella"
LEARNING CULTURE:
EVERYONE BECOME A STUDENT AGAIN

24. Why should I spend my time
on data input?
When I do know my customer since years?
#FROSTMAR"@luisella"

25. #FROSTMAR"@luisella"
1. Need insights to plan
for splitting time
between prospects and
existing customers
effectively
2. Prospects are normally
happy with suppliers
and identifying the right
prospects ready for
change is a challenge
3. Marketing does not
provide qualified leads.
Need to make
newsletters more
effective.
4. Need to make
interactions with
systems easy and
simple. Have too
many databases and
tools to work with.
5. Prospect lists are not
loaded in SFDC today
6. Call reports require too much
information and are not actionable.
Sharing via email does not send
attachments and only 1 customer
contact can be picked.
7. Need more support from technical reps
8. Offer/Quotation process not simple and
finding an offer after sometime is time
consuming
9. Alerts to remind sales reps about an open
offer/quotation or if customer has not
ordered in a few months
10. Route planning for customer and prospect
meetings is very manual
11. Need an easy way to access product
collateral, presentations and case
studies to prep for customer meetings
12. Easier way to access TDS and other
product technical information
13. Pricing model is too complex and price
list updates sent via email
IDENTIFY PROSPECTS,
MEETINGS NEW
CUSTOMERS
EXISTING CUSTOMER
MEETINGS, OFFERS AND
REVENUE GROWTH
NEW OPPORTUNITY
IDENTIFICATION
14. Opportunities
are not
consistently
entered for
all
opportunities
greater than
5000 Euros.
Reasons for
win or loss
not captured
consistently
and shared.
15. New product
requests are
not
supported
well by the
organization
ACCOUNT AND
TERRITORY
PLANNING
16. To help with territory
planning need a
dashboard to see
complete 360 degree view
of customer, sales
volume, last order, last
open invoice, past dues,
sales history this year vs.
last year by product
17. Ability to easily identify
whitespaces – product
recommendations based on
sales at other similar
customers; Cross-sell/up-
sell recommendations
18. Weekly sales reviews
require reports using
spreadsheets
19. Need better customer data
on competitors and
products purchased for
proactive account
planning
CRM&Sales Rep: Key Pain Points

26. #FROSTMAR"@luisella"
20. Spending a lot of
time following up
on complaints"
21. Handling language
issues with French
center"
22. Need to follow up
via email and
phone with a lot of
internal
departments"
23. Not easy to search
for best practices
based on how
other sales people
have handled
certain situations
for a customer"
37. Simplify forms and
reduce fields"
ACCOUNT
RELATIONSHIP
MANAGEMENT
24. Creating new
customers in SAP is
a long process and
need to reduce the
cycle time!
38. Account data
synchronization
between SAP and
SFDC. Customer
hierarchy is
different between
the systems.
Changes are
complicated and
manual!
39. Salesforce.com and
Talend integration
for customer master
synchronization.
Talend not acessible
via mobile/tablet
devices!
NEW CUSTOMER
ONBOARDING
25. Complex process to create an
offer – check product code in
SAP, Pricing in spreadsheet
and then create offer in SFDC!
26. Offers are sent from SFDC via
email and are difficult to find,
also attachments are not
saved!
27. To override a price, they have an
approval process in SFDC. But
even if the price is approved, the
sales office has to reconcile an
exception spreadsheet they get
from HQ on a monthly basis that
takes time."
28. Pricing approval process takes
too long. There are too many
requests and approval
processes."
29. Need ability to easily attach an
email to an account or case to
reduce data entry"
INQUIRIES,
OFFERS, PRICING
& ORDER ENTRY
30. Response to customers
delayed due to limited
availability of product
management!
31. Communication to product
management is only via email
and not linked to customer
record!
32. Repository of TDS does not
exist for sales reps and sales
office to quickly find them.
Finding documents in SFDC
is not easy.!
33. Knowledge base of technical
support FAQ to reduce
dependence on product
management!
34. Sending an alert/reminder on a
complaint after a specified
number of days of creation will
help ensure follow up"
CUSTOMER CASE,
TECHNICAL SUPPORT AND
COMPLAINT HANDLING
CRM&Sales Rep: Key Pain Points

27. #FROSTMAR"@luisella"
9
3
1
4
12
10
15
16
6
5
11
8
BusinessValue
Ease of Execution
CRM Solutions Value Map
“Must
Haves”
“Low
Hanging
Fruit”
“Lower Value
and Harder to
Implement”
“Quick
Hits”
1. Mobile Application
2. Account and Territory Planning
3. Route Planning
4. Content Management and
Sales Enablement
5. Simplify Call Report process
6. Opportunity to Quote/Offer
solution
7. Collaboration through Chatter
8. Case with SLAs
9. Integration with MS Outlook
10. Sales reviews with
Dashboards
11. Customer Story Tool
12. Lead Mgmt and Scoring
13. Customer on-boarding
14. Simplify Pricing model
15. Simplify Credit and Debit
notes
16. Simplify Lab work requests

28. 1. Management active users of CRM
2. Sales reps involvement (pain points, features definition)
3. Simple interfaces, UX and UI centered
4. Mobile app/access in mobility
5. Continuous processess simplification
6. Rewarding system, advancement opportunities
7. Development Training based on personal strengths
8. Involve CSR, recognize their critical role
9. Persistent execution
10. Learn to measure. Clear Objectives and KPIs.
11. Go beyond NPS.
#FROSTMAR"@luisella"
HOW TO UNLEASH THE DIGITAL FACTOR

29. luisella.giani@gmail.com!@luisella" linkedin.com/in/luisellagiani"
Luisella Giani!