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THE FUTURE OF
DEMAND
Mathew Sweezey
Principal of Marketing Insights
Salesforce
Author of
• Marketing Automation for Dummies
(2013)
• Context Revolution –Harvard
Business Press (2019)
@msweezey
The future is already here it
just isn’t equally distributed.
William Gibson, Author & Futurist
@msweezey
@msweezey
DEMAND IS RESPONSIVE
TO A NEW CONSUMER
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
@msweezey
80%
@msweezey
Of customers say the
experience a company
provides is as important
as its products and
services.
Source: State of the Connected Customer 2018
12%There is only a 12% delta
between the preferences of
millennials and baby boomers.
So if 100% of millennials do
something, it’s safe to say 88%
of boomers do too.
Source: State of the Connected Customer 2018
@msweezey
B2B B2C
Technology has made it easier than ever to take my
business elsewhere
82% 70%
Technology is redefining my behavior as a consumer 76% 61%
Technology has significantly changed my expectations
of how companies should interact with me
77% 58%
Expect the brands they purchase from to respond and
interact with them in real time
80% 64%
B2B Buyers Are
More Affected
CONTEXT REPLACES
ATTENTION AS GOAL
T H E R E I S A N E W M O D U S O P E R A N D I
@msweezey
BY 2025 95% OF ALL
CONSUMER
INTERACTIONS
With a brand will be via artificial
intelligence as AI becomes a standard
consumer application.
Source: FORBES 10 Customer Experience Implementations Of Artificial
Intelligence
@msweezey
The consumer is no longer in
charge, the AI is. If you are not
contextual to the moment you
will not be let through.
@msweezey
“
“
DEMAND BECOMES A
FUNCTION OF EXPERIENCE
@msweezey
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
The amount of want the marketplace has for your
product. Typically measured by number of net new
sales, or interest in your brand.
@ m s w e e z e y
OLD DEFINITION OF DEMAND:
@msweezey
The amount of revenue marketing is able to drive.
It is now a measure of both net new sales, but also
increased LCV.
@ m s w e e z e y
NEW DEFINITION OF DEMAND:
@msweezey
Source: Salesforce State of Marketing
2017
High performers were 17X more
likely to be considered excellent at
collaboration across the entire
customer lifecycle
17X
HIGH PERFORMERS COLLABORATE
ACROSS THE BUSINESS
BETTER AT
COLLABORATING
ACROSS THE BUSINESS
Source: Salesforce State of Marketing 2018
High-performing marketers are 1.5x
more likely than underperformers to
collaborate with sales teams on ABM
programs.
Currently only 1/3 of marketing teams
suppress messages to customers with
open service issues
By 2025 it is estimated that 2/3 of brands
will have a fully integrated marketing and
service team with common metrics, goals,
and programs.
Marketing + Service/Support
Source: Salesforce State of Marketing
2018
@msweezey
Marketing + Service
opens the doors to
new ideas like
Trailhead.
Customers who join the
educational platform
spend 2X as much as stay a
customer 4X as long.
@msweezey
A NEW ROLE AND SCOPE
NEEDS A NEW LEADER
@msweezey
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
“The CXO position can be imagined by rolling up a Chief
Revenue Officer and Chief Customer Officer into one
position. This executive should have total responsibility for
developing all revenue- and profit-generating experiences
offered to paying customers.”
-Joe Pine & Steve Gilmore – Experience Economy (HBR 2015)
@ m s w e e z e y
Leading The New Marketing Team
@msweezey
CXO’s HAVE ALREADY
TAKEN OVER AT LEADING BRANDS
M E D I A B 2 B R E T A I L O T H E R
@msweezey
AUTOMATIONS GET THEIR
OWN AUTOMATIONS
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
AUTOMATION 1.0
A U T O M A T I O N V E R S I O N O N E I S U S U A L L Y A
S I N G E L T O O L W I T H T H E A B I L I T Y T O A U T O M A T E
E M A I L S .
The Future of Demand: What to Expect in the Next 1, 5 and 10 Years
AUTOMATION 2.0
H A P P E N S A C R O S S A N E T W O R K O F T O O L S A N D
T E C H N O L O G I E S A N D M A R K E T I N G A U T O M A T I O N
T O O L S A R E N O W A N O D E O N A N E T W O R K -
E V E R Y T O O L H A S A U T O M A T I O N S
The Future of Demand: What to Expect in the Next 1, 5 and 10 Years
YOU’VE SET UP A
NEW FEATURE IN
YOUR PRODUCT
SO YOU SET UP AN
AUTOMATION TO POP UP A
SURVEY ONLY TO THOSE
AFFECTED USERS WITH IN
THE APP
SURVEY TOOL RUNS,
THEN PASSES DATA
BACK TO DRIVE
NEW CAMPAIGN
INTERCOM TRAY.IO PROMOTER.IO
S P L I T T H E C A M P A I G N T O
D E A L W I T H T H E B A D S C O R E S ,
A N D L E V E R A G E T H E G O O D
Users with lowest NPS
In real time pop
up chatbot
offering support,
or directing
them to the
answers
Ask them to
create a
review for you
on any site!
Now you have
a process of
getting
reviews from
your best
customers.
Use data from other
tool to identify user
while they are in the
app
Users with Higher NPS
Use data from other
tool to identify user
while they are in the
app
@msweezey
DATA GETS BIGGER
AND MORE COMPLEX
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
45DATA SOURCES
BY 2025
THE FUTURE IS
MORE DATA
Brands plan to be using 15 data
sources on average in 2019.
At current growth rates it is easy to
see the average brand using close
to 45 data sources by 2025.
Source: Salesforce State of Marketing 2018
With 15 data sources, and
dozens of tools marketers
will be facing an
IDENTITY CRISIS.
Not their own, rather keeping up with a
single individual across the tools,
channels, and data sets.
Benchmarking Data
Which tools are being used by high performers, and at what
rate is the industry adopting these technologies.
Source: Salesforce State of Marketing 2018 Under Performers
Middle Performers
High Performers
20172018Currently Use Plan To Use HP VS UP Difference
Marketing
Automation
DMP CDP CRM
Internally Focused – tracks a
persons engagement with
marketing assets. Website,
email, social.
BOTH- tracks 2nd and 3rd party
data providing more color
into website visitors.
Connects users across
browsers.
Internally focused – a
marketer-managed system
that creates a persistent,
unified customer database
that is accessible to other
systems.
Internally Focused – keeps track
of your leads, prospects,
customers and manages your
relationship with them.
Combines data with a layer
of automation to create real
time direct marketing and
sales programs.
Used to direct advertising
programs, show larger
trends. No PII is shared.
Used to direct marketing
programs and show full
customer journey. Knows the
person via PII.
Used to direct business
operations. The person is
known via PII.
Only tracks known assets Tracks both known and
unknown
Tracks both known and
unknown
Can only track Known assets
Defined Data types – must
have email address, name,
and cookie
Undefined data types – able
to handle unstructured data
and use machine learning to
connect it together
Undefined data types – able
to handle unstructured data
and use machine learning to
connect it together
Defined Data types – must have
email address, name, and
cookie
ARTIFICIAL INTELEGENCE
COMES STANDARD
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
If Data is the Oil, then AI is
the refinery.
“
”
HIGH PERFOMERS
LEVERAGE AI MORE
@msweezey
Total use of AI reached 29%,
a 40% increase from 2017.
Still that is not evenly
distributed as High Performers
are 2.7X more likely to use AI.
40%YOY Growth in use of
AI by all marketers
• One Off Tools
• Large investment
• Solving Big Problems
• Usage Low
• Add on to Existing Tools
• Easily added on to
existing products
• Significant Returns
• Used to solve tactical
problems
• Adopted by 30%
• Baked In To All Solutions
• AI fades into the
background
• Becomes digital assistant
• Brands can’t compete
with out it
EARLY
STAGE
CURRENT
STAGE
FUTURE
STAGE
ARTIFICIAL INTELLIGENCE MATURITY
PATH
2012
2019
2025
FORMS WILL BECOME A
THING OF THE PAST
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
DATA + C H AT B O T
#1 sources of qualified opportunities for
Segment.io.
5X Increase in engagement
2X Increase in conversations
@msweezey
@msweezey
VOICE WILL IMPACT
BUSINESS BUYERS TOO
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
38% of all shoppers have
used voice for purchasing,
searching, or checking prices
in the past three months
@msweezey
Source: State of the Connected Customer 2018
72%OF CONSUMERS
USING VOICE
DO SO DAILY
VOICE
BECOMES
DAILY HABIT
THIS TREND WILL ONLY
INCREASE IN THE
FUTURE
Source: Google Think
ALEXA
SKILLS
@msweezey
50,000 Alexa skills worldwide. Both
sources also reported that Alexa is
now compatible with 20,000 devices
and is used by more than 3,500
brands
A NEW APEX FOR
DIRECT MARKETING
H U M A N _ - t o – H U M A N
Permissioned Human-to-Human actions
are a backdoor around AI filters. They
also trigger notifications alerting the
consumer to the conversation.
P E R S O N A L I Z E D : TA K E S O N A
E X T E N D E D M E A N I N G
1 ) H O W W E L L YO U C A N
P E R S O N L I Z E T H E C O N T E N T
2 ) H O W P E R S O N A L LY YO U C A N
D E L I V E R I T.
@msweezey
ORDER COMES IN
CONNECT ORDER TO REP
WHO SPECALIZES IN THAT
FIELD
SCHEDULE TASK FOR
REP FOR REACH OUT
@msweezey
• EXPECT TO DRIVE $100 MILLION IN SALES VIA THIS
PROGRAM
• ONE GEARHEAD CAN MANAGE 10,000 RELATIONSHIP
WITH CUSTOMERS IF THEY HAVE THE TECHNOLOGY
• INCREASED THE LIFETIME VALUE OF THOSE
CUSTOMERS 40% OVER THOSE NOT ENGAGED WITH
THE PROGRAM, AND IT HAS INCREASED ORDERING
BEHAVIOR BY 105%.
• MY GEARHEAD IS WELSEY!
@msweezey
THE FASTER FISH
CREATES GREATER
DEMAND
@msweezey
T H E F U T U R E I S A L S O A B O U T
T H E W A Y W E W O R K
@msweezey
“In the new world, it is not the
big fish which eats the small fish,
it’s the fast fish which eats the
slow fish.”
Klaus Schwab, Founder and Executive Chairman of the
World Economic Forum
A G I L E = T H E M O D E R N
P R O D U C T I O N M E T H O D
@msweezey
@msweezey
10X
MORE LIKELY TO USE
AGILE METHODS
HIGH PERFORMERS
USE AGILE METHODS
High performers just don’t use new
tactics, they build and operate in a
different way. They are able to do
more, with less effort, and obtain
higher results via agile.
Source: Salesforce State of Marketing 2017
U S E R S T O R I E S
T E S TR E V I E W
E X E C U T E
AGILE PROCESS
@msweezey
John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
AGILE TEST
@msweezey
ASK THE QUESTION
@msweezey
REVIEW
1 . W H A T W E R E Y O U L O O K I N G F O R ?
2 . D I D I T M E E T Y O U R E X P E C T A T I O N S ?
3 . H A V E Y O U F O U N D B E T T E R ?
@msweezey
THIS ALL COSTS
A LOT MORE MONEY
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
@msweezey
MAINTAIN
BRANDING
15% HEADCOUNT
80% PROGRAMS
5 % TECH + OTHER
2-6% GR
AVERAGE
BUDGET
FAST
GROWTH
25% HEADCOUNT
65% PROGRAMS
10% TECH + OTHER
7-12% GR
30% HEADCOUNT
55% PROGRAMS
15% TECH + OTHER
13-30% PR
*GROSS REVENUE *GROSS REVENUE *PROJECTED REVENUE
5 PIECES OF CONTENT TO PUT
ON YOUR BOSSES DESK
STRETCH BUDGET BASICS
1. NEGOTIATE UP FRONT– Stretch budgets are
negotiated up front, just like a line of credit.
2. DOUBLE DOWN – They allow you to double down on
great ideas, proving out new tactics and channels.
3. INSTANTLY ACCESSIBLE – You have instant
access to them because they were pre-negotiated.
Normal Goal: 200
Stretch Goal (2x): 400
Stretch budget opened: $5K
If you hit your stretch goal, you can access a part of stretch
budget with out question. Allowing you to double down on
the marketing tactic that got you a big win.
Example
If your total stretch budget is 10k only take a portion of it
at time. Maybe only 2k, so you can repeat this 5 times
over a budgeting cycle.
DON’T USE IT
ALL AT ONCE
CONCLUSIONS
@msweezey
Source: Salesforce State of Marketing
2017
High performers were 17X more
likely to be considered excellent at
collaboration across the entire
customer lifecycle
17X
HIGH PERFORMERS COLLABORATE
ACROSS THE BUSINESS
BETTER AT
COLLABORATING
ACROSS THE BUSINESS
The consumer is no longer in charge. The
AI is. If you are not contextual to the
moment you will not be let through.
@msweezey
CXO’s HAVE ALREADY
TAKEN OVER AT LEADING BRANDS
M E D I A B 2 B R E T A I L O T H E R
@msweezey
45DATA SOURCES
BY 2025
THE FUTURE IS
MORE DATA
Brands plan to be using 15 data
sources on average in 2019.
At current growth rates it is easy to
see the average brand using close
to 45 data sources by 2025.
Source: Salesforce State of Marketing 2018
@msweezey

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The Future of Demand: What to Expect in the Next 1, 5 and 10 Years

  • 2. Mathew Sweezey Principal of Marketing Insights Salesforce Author of • Marketing Automation for Dummies (2013) • Context Revolution –Harvard Business Press (2019) @msweezey
  • 3. The future is already here it just isn’t equally distributed. William Gibson, Author & Futurist @msweezey
  • 5. DEMAND IS RESPONSIVE TO A NEW CONSUMER O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H @msweezey
  • 6. 80% @msweezey Of customers say the experience a company provides is as important as its products and services. Source: State of the Connected Customer 2018
  • 7. 12%There is only a 12% delta between the preferences of millennials and baby boomers. So if 100% of millennials do something, it’s safe to say 88% of boomers do too. Source: State of the Connected Customer 2018
  • 8. @msweezey B2B B2C Technology has made it easier than ever to take my business elsewhere 82% 70% Technology is redefining my behavior as a consumer 76% 61% Technology has significantly changed my expectations of how companies should interact with me 77% 58% Expect the brands they purchase from to respond and interact with them in real time 80% 64% B2B Buyers Are More Affected
  • 9. CONTEXT REPLACES ATTENTION AS GOAL T H E R E I S A N E W M O D U S O P E R A N D I @msweezey
  • 10. BY 2025 95% OF ALL CONSUMER INTERACTIONS With a brand will be via artificial intelligence as AI becomes a standard consumer application. Source: FORBES 10 Customer Experience Implementations Of Artificial Intelligence @msweezey
  • 11. The consumer is no longer in charge, the AI is. If you are not contextual to the moment you will not be let through. @msweezey “ “
  • 12. DEMAND BECOMES A FUNCTION OF EXPERIENCE @msweezey O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
  • 13. The amount of want the marketplace has for your product. Typically measured by number of net new sales, or interest in your brand. @ m s w e e z e y OLD DEFINITION OF DEMAND: @msweezey
  • 14. The amount of revenue marketing is able to drive. It is now a measure of both net new sales, but also increased LCV. @ m s w e e z e y NEW DEFINITION OF DEMAND: @msweezey
  • 15. Source: Salesforce State of Marketing 2017 High performers were 17X more likely to be considered excellent at collaboration across the entire customer lifecycle 17X HIGH PERFORMERS COLLABORATE ACROSS THE BUSINESS BETTER AT COLLABORATING ACROSS THE BUSINESS
  • 16. Source: Salesforce State of Marketing 2018 High-performing marketers are 1.5x more likely than underperformers to collaborate with sales teams on ABM programs.
  • 17. Currently only 1/3 of marketing teams suppress messages to customers with open service issues By 2025 it is estimated that 2/3 of brands will have a fully integrated marketing and service team with common metrics, goals, and programs. Marketing + Service/Support Source: Salesforce State of Marketing 2018 @msweezey
  • 18. Marketing + Service opens the doors to new ideas like Trailhead. Customers who join the educational platform spend 2X as much as stay a customer 4X as long. @msweezey
  • 19. A NEW ROLE AND SCOPE NEEDS A NEW LEADER @msweezey O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
  • 20. “The CXO position can be imagined by rolling up a Chief Revenue Officer and Chief Customer Officer into one position. This executive should have total responsibility for developing all revenue- and profit-generating experiences offered to paying customers.” -Joe Pine & Steve Gilmore – Experience Economy (HBR 2015) @ m s w e e z e y Leading The New Marketing Team @msweezey
  • 21. CXO’s HAVE ALREADY TAKEN OVER AT LEADING BRANDS M E D I A B 2 B R E T A I L O T H E R @msweezey
  • 22. AUTOMATIONS GET THEIR OWN AUTOMATIONS O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
  • 23. AUTOMATION 1.0 A U T O M A T I O N V E R S I O N O N E I S U S U A L L Y A S I N G E L T O O L W I T H T H E A B I L I T Y T O A U T O M A T E E M A I L S .
  • 25. AUTOMATION 2.0 H A P P E N S A C R O S S A N E T W O R K O F T O O L S A N D T E C H N O L O G I E S A N D M A R K E T I N G A U T O M A T I O N T O O L S A R E N O W A N O D E O N A N E T W O R K - E V E R Y T O O L H A S A U T O M A T I O N S
  • 27. YOU’VE SET UP A NEW FEATURE IN YOUR PRODUCT SO YOU SET UP AN AUTOMATION TO POP UP A SURVEY ONLY TO THOSE AFFECTED USERS WITH IN THE APP SURVEY TOOL RUNS, THEN PASSES DATA BACK TO DRIVE NEW CAMPAIGN INTERCOM TRAY.IO PROMOTER.IO
  • 28. S P L I T T H E C A M P A I G N T O D E A L W I T H T H E B A D S C O R E S , A N D L E V E R A G E T H E G O O D Users with lowest NPS In real time pop up chatbot offering support, or directing them to the answers Ask them to create a review for you on any site! Now you have a process of getting reviews from your best customers. Use data from other tool to identify user while they are in the app Users with Higher NPS Use data from other tool to identify user while they are in the app @msweezey
  • 29. DATA GETS BIGGER AND MORE COMPLEX O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
  • 30. 45DATA SOURCES BY 2025 THE FUTURE IS MORE DATA Brands plan to be using 15 data sources on average in 2019. At current growth rates it is easy to see the average brand using close to 45 data sources by 2025. Source: Salesforce State of Marketing 2018
  • 31. With 15 data sources, and dozens of tools marketers will be facing an IDENTITY CRISIS. Not their own, rather keeping up with a single individual across the tools, channels, and data sets.
  • 32. Benchmarking Data Which tools are being used by high performers, and at what rate is the industry adopting these technologies. Source: Salesforce State of Marketing 2018 Under Performers Middle Performers High Performers 20172018Currently Use Plan To Use HP VS UP Difference
  • 33. Marketing Automation DMP CDP CRM Internally Focused – tracks a persons engagement with marketing assets. Website, email, social. BOTH- tracks 2nd and 3rd party data providing more color into website visitors. Connects users across browsers. Internally focused – a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems. Internally Focused – keeps track of your leads, prospects, customers and manages your relationship with them. Combines data with a layer of automation to create real time direct marketing and sales programs. Used to direct advertising programs, show larger trends. No PII is shared. Used to direct marketing programs and show full customer journey. Knows the person via PII. Used to direct business operations. The person is known via PII. Only tracks known assets Tracks both known and unknown Tracks both known and unknown Can only track Known assets Defined Data types – must have email address, name, and cookie Undefined data types – able to handle unstructured data and use machine learning to connect it together Undefined data types – able to handle unstructured data and use machine learning to connect it together Defined Data types – must have email address, name, and cookie
  • 34. ARTIFICIAL INTELEGENCE COMES STANDARD O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
  • 35. If Data is the Oil, then AI is the refinery. “ ”
  • 36. HIGH PERFOMERS LEVERAGE AI MORE @msweezey Total use of AI reached 29%, a 40% increase from 2017. Still that is not evenly distributed as High Performers are 2.7X more likely to use AI. 40%YOY Growth in use of AI by all marketers
  • 37. • One Off Tools • Large investment • Solving Big Problems • Usage Low • Add on to Existing Tools • Easily added on to existing products • Significant Returns • Used to solve tactical problems • Adopted by 30% • Baked In To All Solutions • AI fades into the background • Becomes digital assistant • Brands can’t compete with out it EARLY STAGE CURRENT STAGE FUTURE STAGE ARTIFICIAL INTELLIGENCE MATURITY PATH 2012 2019 2025
  • 38. FORMS WILL BECOME A THING OF THE PAST O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
  • 39. DATA + C H AT B O T #1 sources of qualified opportunities for Segment.io. 5X Increase in engagement 2X Increase in conversations @msweezey
  • 41. VOICE WILL IMPACT BUSINESS BUYERS TOO O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
  • 42. 38% of all shoppers have used voice for purchasing, searching, or checking prices in the past three months @msweezey Source: State of the Connected Customer 2018
  • 43. 72%OF CONSUMERS USING VOICE DO SO DAILY VOICE BECOMES DAILY HABIT THIS TREND WILL ONLY INCREASE IN THE FUTURE Source: Google Think
  • 44. ALEXA SKILLS @msweezey 50,000 Alexa skills worldwide. Both sources also reported that Alexa is now compatible with 20,000 devices and is used by more than 3,500 brands
  • 45. A NEW APEX FOR DIRECT MARKETING H U M A N _ - t o – H U M A N
  • 46. Permissioned Human-to-Human actions are a backdoor around AI filters. They also trigger notifications alerting the consumer to the conversation.
  • 47. P E R S O N A L I Z E D : TA K E S O N A E X T E N D E D M E A N I N G 1 ) H O W W E L L YO U C A N P E R S O N L I Z E T H E C O N T E N T 2 ) H O W P E R S O N A L LY YO U C A N D E L I V E R I T. @msweezey
  • 48. ORDER COMES IN CONNECT ORDER TO REP WHO SPECALIZES IN THAT FIELD SCHEDULE TASK FOR REP FOR REACH OUT @msweezey
  • 49. • EXPECT TO DRIVE $100 MILLION IN SALES VIA THIS PROGRAM • ONE GEARHEAD CAN MANAGE 10,000 RELATIONSHIP WITH CUSTOMERS IF THEY HAVE THE TECHNOLOGY • INCREASED THE LIFETIME VALUE OF THOSE CUSTOMERS 40% OVER THOSE NOT ENGAGED WITH THE PROGRAM, AND IT HAS INCREASED ORDERING BEHAVIOR BY 105%. • MY GEARHEAD IS WELSEY! @msweezey
  • 50. THE FASTER FISH CREATES GREATER DEMAND @msweezey T H E F U T U R E I S A L S O A B O U T T H E W A Y W E W O R K
  • 51. @msweezey “In the new world, it is not the big fish which eats the small fish, it’s the fast fish which eats the slow fish.” Klaus Schwab, Founder and Executive Chairman of the World Economic Forum
  • 52. A G I L E = T H E M O D E R N P R O D U C T I O N M E T H O D @msweezey @msweezey
  • 53. 10X MORE LIKELY TO USE AGILE METHODS HIGH PERFORMERS USE AGILE METHODS High performers just don’t use new tactics, they build and operate in a different way. They are able to do more, with less effort, and obtain higher results via agile. Source: Salesforce State of Marketing 2017
  • 54. U S E R S T O R I E S T E S TR E V I E W E X E C U T E AGILE PROCESS @msweezey
  • 55. John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. AGILE TEST @msweezey
  • 57. REVIEW 1 . W H A T W E R E Y O U L O O K I N G F O R ? 2 . D I D I T M E E T Y O U R E X P E C T A T I O N S ? 3 . H A V E Y O U F O U N D B E T T E R ? @msweezey
  • 58. THIS ALL COSTS A LOT MORE MONEY O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H @msweezey
  • 59. MAINTAIN BRANDING 15% HEADCOUNT 80% PROGRAMS 5 % TECH + OTHER 2-6% GR AVERAGE BUDGET FAST GROWTH 25% HEADCOUNT 65% PROGRAMS 10% TECH + OTHER 7-12% GR 30% HEADCOUNT 55% PROGRAMS 15% TECH + OTHER 13-30% PR *GROSS REVENUE *GROSS REVENUE *PROJECTED REVENUE
  • 60. 5 PIECES OF CONTENT TO PUT ON YOUR BOSSES DESK STRETCH BUDGET BASICS 1. NEGOTIATE UP FRONT– Stretch budgets are negotiated up front, just like a line of credit. 2. DOUBLE DOWN – They allow you to double down on great ideas, proving out new tactics and channels. 3. INSTANTLY ACCESSIBLE – You have instant access to them because they were pre-negotiated.
  • 61. Normal Goal: 200 Stretch Goal (2x): 400 Stretch budget opened: $5K If you hit your stretch goal, you can access a part of stretch budget with out question. Allowing you to double down on the marketing tactic that got you a big win. Example
  • 62. If your total stretch budget is 10k only take a portion of it at time. Maybe only 2k, so you can repeat this 5 times over a budgeting cycle. DON’T USE IT ALL AT ONCE
  • 64. Source: Salesforce State of Marketing 2017 High performers were 17X more likely to be considered excellent at collaboration across the entire customer lifecycle 17X HIGH PERFORMERS COLLABORATE ACROSS THE BUSINESS BETTER AT COLLABORATING ACROSS THE BUSINESS
  • 65. The consumer is no longer in charge. The AI is. If you are not contextual to the moment you will not be let through. @msweezey
  • 66. CXO’s HAVE ALREADY TAKEN OVER AT LEADING BRANDS M E D I A B 2 B R E T A I L O T H E R @msweezey
  • 67. 45DATA SOURCES BY 2025 THE FUTURE IS MORE DATA Brands plan to be using 15 data sources on average in 2019. At current growth rates it is easy to see the average brand using close to 45 data sources by 2025. Source: Salesforce State of Marketing 2018