"Going to the Cloud" personifies "Smarter, Faster, Cheaper" + enables CMOs to launch $100M businesses

"Going to the Cloud" personifies "Smarter, Faster, Cheaper" + enables CMOs to launch $100M businesses

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  “Going to theCloud”: Deliver growth, innovation + cost savings in 3 simple ways Aka Realize the promise of Digital Transformation 03.19.19
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  2 The purpose ofthis lightweight POV is to provide a straightforward way to bring Cloud computing to life by focusing on the growth, innovation and cost savings it enables. Because “going to the cloud” provides a simple way for a company to access servers, storage, databases and a broad set of application services over the Internet, the biggest performance improvements tie to delivering more differentiated value to your customers. The cloud is the fastest growing space in IT because Digital Transformation can’t be meaningfully accomplished without embracing the Cloud. It’s the personification of “Smarter, Faster, Cheaper”. PURPOSE / INTENT
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  3 One more thing…youcan’t “do Artificial Intelligence” without the Cloud. AI = Data + Cloud + Algorithms So if you’re invested in leveraging AI to modernize your business, you’re automatically invested in the Cloud! ONE MORE THING…
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  4 No longer viewingit as a compromise, financial institutions have gone from crawling towards the cloud to a full sprint.
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  6 TBD:
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  7 The Cloud personifiesthe promise of “Digital Transformation”: Done right, unlocks staggering growth + innovation but requires collaboration across the C-Suite. “ F A S T E R T I M E - T O - M A R K E T ” “ P L A T F O R M F O R I N N O V A T I O N ” “ C O S T - E F F E C T I V E N E S S ” “Going to The Cloud isn’t owned by IT” Owned by Line of Business (LOB) +/or CMO
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  8 The focus ofthis lightweight POV will be the B2B segment of Financial Services including Commercial Insurance, Asset Management, Commercial Banking and Capital Markets. Given that the average B2B company invests 7-14% of their gross revenue in Sales + Marketing, there are tremendous opportunities to “run towards the Cloud” to reduce costs while simultaneously growing top-line revenue. Within that context, we recommend focusing on 3 high impact areas: 1: Sales + Marketing Alignment 2: Target Operating Model 3: Value Proposition / Multi-Company Ecosystem Innovation POV
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  9 # 1 :S A L E S + M A R K E T I N G A L I G N M E N T E N G A G E M E N T E C O N O M I C S Identify areas (“Moments That Matter”) within your customer prospect’s buying journey that will have a disproportionate impact on their choice to work with you vs your competitive set. Estimate sales pipeline impact of investing in these MTMs and then test/learn/iterate measurable engagement tactics across Content, Experience and/or Media. For every $1 invested in Demand Generation, realize 10-20X ROI. A P I L E D T R A N S F O R M A T I O N O F Y O U R I T O P E R A T I N G M O D E L Embracing an “API-First, Product” mindset and operating model enables legacy Fortune 1000 businesses to democratize IT to deliver capabilities that the CMO and Lines of Business (LOBs) can then use to move faster and more efficiently/independently. Ultimately, this approach unlocks revenue generating innovation by enabling tighter alignment between Sales + Marketing previously not possible within the restraints of legacy IT/tech infrastructure aka IT 1.0. Benefits include reducing both Cost Per Lead, Cost Per Sale while enhancing impact of Engagement Economics.
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  10 # 2 :T A R G E T O P E R A T I N G M O D E L
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  11 # 2 :T A R G E T O P E R A T I N G M O D E L
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  12 # 2 :T A R G E T O P E R A T I N G M O D E L
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  13 # 3 :V A L U E P R O P O S I T I O N / M U L T I - C O M P A N Y E C O S Y S T E M I N N O V A T I O N V A L U E P R O P O S I T I O N / M U L T I - C O M P A N Y E C O S Y S T E M I N N O V A T I O N Evolve “Marketing” from a downstream capability aka “Can you create a campaign to ‘market’ this?” to a strategic, upstream driver of meaningful innovation aka “Our revenue per customer would increase by 12% if we created a digital product / service that solved for these 2 challenges by opening up and partnering with key stakeholder A and B.” In a Cloud enabled environment, F1000 development teams can move at the pace of start-ups with more speed and agility as well as access IT resources on-demand. This significantly reduces investment requirements while driving innovation efforts by making experimentation faster and lower risk. Successful ideas can be easily built upon and ideas that didn’t work are easily shut down which eliminates any additional costs or collateral damage that were unavoidable in the past.
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  14 # 3 :V A L U E P R O P O S I T I O N / M U L T I - C O M P A N Y E C O S Y S T E M I N N O V A T I O N
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  15 Let’s talk?
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  16 Alec Coughlin Senior Director BD– Head of Financial Services E: [email protected] T/IG: @Alec_Coughlin C: 917.312.9598
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  17 APPENDIX
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  18 T A RG E T O P E R A T I N G M O D E L
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  19 T A RG E T O P E R A T I N G M O D E L
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