How Dell is making marketing transformation real Laura Snyder, VP - - PowerPoint PPT Presentation

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How Dell is making marketing transformation real

Laura Snyder, VP Marketing Technology, Dell

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Magic can’t make digital transformation

• happen. But we can.

Let’s make it real.

Dell Technologies

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Delight our customers by engaging through relevant & valuable experiences.

Our Vision

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What? Why? Who?

The Approach

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What? Why? Who?

The Approach

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Listen Predict Assemble Deliver 300 Milliseconds

Enable marketers to assemble and deliver personalized experiences in the last millisecond.

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What? Why? Who?

The Approach

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The information generation expect customer centricity with every touchpoint This can only be achieved by a cultural shift and a digital transformation

David GOULDEN --- Senior Vice President, Dell

OUR EXPECTATIONS ARE CHANGED FOREVER

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Ideate & Research Evaluate Decide Order/ Contract Receive Use & Support Upgrade & Extend / Upsell & Cross-Sell Explore Discover Educate Buy Grow

Personalized Experiences Create Value Through Better Targeting, Higher Conversion, and Increased Order Value Precise targeting Personalized messaging Relevant cross-sell Automated life- cycle marketing

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Build a Credible Business Case

• Partnered with Deloitte to bring credibility and “outside in” experience
• Used REAL finance data
• Assumed uplift based on REAL use cases (internal and external)
• We were conservative. And then reduced by 50%.
• Estimated solution cost, time to deploy and timeframe to realize impact

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Yes!! That’s a lot!

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A Collection of Use Cases Gets Us There

• 1. Commercial up-sell

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• 2. Consumer email personalization

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• 3. Online personalization

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• 4. Consumer up-sell

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• 5. Lead identification

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• 6. Commercial email personalization

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• 7. And more….

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Use Case #1: Commercial Upsell

Automate and optimize cross-sell product recommendations in real-time

• Sales team can easily

make recommendations in real-time

• Enables portal

customers to self-serve and act on recommendations

• Provides consistent

upsells and customer experience across channels Impact

• Migrates

recommendation model into modeling tool

• Accesses multiple

databases and incorporates digital activity data

• Generates real-time

recommendations visible at point-of-sale, SFDC, and customer portal. Solution

• Cross-sell attach

recommendations are produced manually on 5- 7 day delay

• Not scalable to all

regions and business units

• Complex for sales reps

to access & use Current State Pain Points

• Increase in number of
• rders with upsells
• Incremental sales from

recommended SKUs

• Incremental average
• rder value
• Revenue per sales rep

KPIs

n Year 1 n Year 2

Commercial Small Business Consumer Enterprise Solutions Client Solutions Services Software

Scope

Customer Segment: Business Unit: Geography:

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What? Why? Who?

The Approach

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Know the Process, Your Stakeholders and Tell Relevant Stories

• Marketing alignment and commitment is critical
• Build strong relationships with the IT team
• Understand how transformation projects are funded
• Ensure the business teams have a voice
• Re-tell the story as org changes

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Wrapping Up

Have a vision and know the capabilities you want to deliver Clearly and effectively estimate the value to your customers and your business Communicate the value to critical stakeholders Be patient and persistent

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Thank You