Forget the funnel and the classic AIDA model, what a colleague of mine describes as “disrupt the linearity“, buyer’s journey aren’t linear anymore. It’s about being closely aligned between sales and marketing, in a smart and adaptable combination of in person and on line relevant activities, of course customer obsessed. It’s no longer an “OR”, but rather an “AND”.
This HBR article, source below, is not very recent (2015), but reading it again just highlighted how we should completely revisit our joint Sales & Marketing go to market. Key to your success if not done already or at least started, digital and human have never been so much interweaved than today in B2B demand generation.
Source: What Salespeople Need to Know About the New B2B Landscape
Amazing new areas of growth, innovation and focus for investment. Definitely #AI and #MachineLearning to watch. Here is a good summary from Forbes:
- “Tech giants including Baidu and Google spent between $20B to $30B on AI in 2016, with 90% of this spent on R&D and deployment, and 10% on AI acquisitions.
- Artificial Intelligence (AI) investment has turned into a race for patents and intellectual property (IP) among the world’s leading tech companies.
- U.S.-based companies absorbed 66% of all AI investments in 2016. China was second with 17% and growing fast.
- By providing better search results, Netflix estimates that it is avoiding canceled subscriptions that would reduce its revenue by $1B annually.
These and other findings are from the McKinsey Global Institute Study, and discussion paper, Artificial Intelligence, The Next Digital Frontier (80 pp., PDF, free, no opt-in) published last month. McKinsey Global Institute published an article summarizing the findings titled How Artificial Intelligence Can Deliver Real Value To Companies. ”
More on Forbes
BFM : L’innovation en Europe et le secteur des logiciels
09 juillet 2011
Actualité : baromètre BVA/Syntec pour 01Business&Technologies.
- GAEL SLIMAN, Directeur Général adjoint de BVA opinion,
- BRUNO VANRYB, PDG d’Avanquest Software et président du Collège des « éditeurs de logiciels » du Syntec Numérique,
- EMMANUEL OBADIA, Senior Vice President Enterprise Products chez Sage.
Coup de pouce à une start up : Jérôme Valette, directeur général de aEnergis, une start up qui optimise la collecte des déchets grâce à un système de capteurs radio.
Reading an interesting research summary in HBR that I wanted to share.
Whether you are a B2B or B2C company, the time taken to respond to prospects stimulus online can significantly change the ROI of your web presence. As this research shows, many firms are too slow to follow up on these leads. As HBR states:
– 37% responded within an hour
– 16% within one to 24 hours
– 24% took more than 24 hours
– and 23% never responded at all!
As companies are investing significantly to get prospects out of the web, they should have a much better turnaround, don’t you think?
Reasons not to do so include retrieving leads from CRM daily rather than on the fly, sales forces focusing on their own generated leads and rules for leads dispatching not effective enough (“fairness” can be damageable).
Where are you with this? Better know where your marketing ROI is headed sooner than later.
– Posted using BlogPress from my iPhone
As I track the evolution of e-commerce, I found these results coming from Comscore pretty interesting.
e-commerce revenue reached $227.6B for the entire year, growing 9% compared to 2009, and varies per industry:
- travel e-commerce up 6% to $85.2B
- Retail (non travel) up 10% to $142.5B
- Top growing category: Consumer Electronics +19% (flat panel TV and mobile devices are first)
This signals a recovery since the end of 2008, after a two years depressed situation due to the economic downturn. The 2010 holiday season was at a peak with a 12% growth, reinforced by some promotional activity – most notably free shipping. The Cyber Monday (Nov 29th) did peak at $1.028B surpassing for the first time the $1B mark. Groupon.com attracted 10.7M unique visitors in December, up 712% vs 2009.
Interesting evolution since my post e-commerce revenue over $100B back in January 2007 i.e. it more than doubled since 2006 even with a major downturn in between.
So, how is your e-commerce strategy going? Maybe a good time to revisit if you have one and definitely start one if you haven’t.
If you want to know more, you can download the comScore 2010 US digital year in review report.
A recent research from Aberdeen about Marketing Asset Management gives an opportunity to compare to the best in class.
Aberdeen uses 3 key performance criteria to compare:
- 44% of the sales forecasted pipeline generated by marketing, as compared to 2% contribution for laggards organizations,
- An average 9% reduction Year-over-year cost of market asset creation, as compared to a 6% increase among laggards,
- 15% average decrease in year-over-year time-to-market of content of all types and formats, as compared to an increase among laggards.
To achieve best in class performance, you need to
- Allow all geographies and business units to customize marketing content with proper control
- Centralize asset approval and distribution to expedite time to market and improve content