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  • OTT is the Next Step in the Digital Revolution for Media Buyers

    OTT is the Next Step in the Digital Revolution for Media Buyers

    OTT is increasingly being tested by advertisers as more inventory becomes available, says Nicole Whitesel, SVP of Enterprise Strategy at Publicis Media. “In the past, OTT was seen as a nascent channel with limited reach,” said Whitesel. “I think now you’re seeing a lot more inventory there available to them to buy. I think their willingness to test things where they’re unsure of outcomes has been increased more than ever before.”

    Nicole Whitesel, SVP of Enterprise Strategy at Publicis Media recently discussed the increased experimentation with OTT by agencies and their clients in an interview with BeetTV:

    OTT is the Next Step in the Digital Revolution for Ad Buyers

    One of the things we’re seeing is clients appetites being larger than ever before to explore. In the past, OTT was seen as a nascent channel with limited reach. I think now you’re seeing a lot more inventory there available to them to buy. I think their willingness to test things where they’re unsure of outcomes has been increased more than ever before.

    We’re really talking about kind of the next step, the digital revolution maybe seven years ago and people were early movers in that space and they had an advantage.

    We’re thinking about the space in a similar way. There’s an opportunity to get in early and test things, build operational muscle between teams that maybe haven’t worked together as closely before. We really see that as an opportunity this year to do a lot of that work.

    Agency Teams Working Together to Buy OTT Inventory

    You have teams where historically broadcast teams and national teams have bought broadcast. Then you have teams that are more precision or audience driven that buy programmatic. You’re seeing a lot of work between those teams now to think about the way we’re buying connected TV, inventory if you will, or OTT.

    You have a broadcast team that might be negotiating as part of an upfront and then you have an activation team who’s actually activating within a quarter against a specific audience, buying that inventory in-quarter.

    Those are teams that historically don’t work as closely together on an ongoing basis outside of upfront. We’re seeing that that’s an opportunity to bring those teams closer together and working more closely with clients who learn these new channels and understand that. That goes as well to analytics and measurement. How are we measuring them? What’s the contribution when compared to historically traditional channels like linear TV?

    Opportunity for Direct to Consumer Companies

    I think there’s an opportunity for direct to consumer companies (DTC) to enter the space through these new channels that didn’t exist before from a linear broadcast perspective. A lot of inventory was sold in the upfront and there was limited inventory available on an ongoing basis. That’s changing with these new channels in inventory that’s available through connected TV or FEP inventory.

    They have an opportunity to buy that in a way that benefits their business model and works with the way that their business has set up to run with retail quarters, seasonality, the things that make sense for them. They don’t have to make a commitment a year in advance. They can do it when it makes sense for their business.

    Getting Smarter With Broadcast Partners

    I think there’s an opportunity for us to get smarter about the way we partner with our broadcast partners. Historically we’ve gone in and we say we want this CPM and this flexibility and this is the programming or dayparts we want to buy.

    I think there’s an opportunity for us to say, hey, we want to buy this from an upfront perspective, but here’s all the other inventory that you manage that we also want to think about buying. We can collectively leverage dollars and get things that are valuable for our brands and our clients that allows them the flexibility to test these new channels.

    TV Attribution – A Big Next Step for Ad Buyers

    I think TV attribution is one of the big next steps for our industry. Being able to understand a contribution of a specific channel and its cost and associated with an outcome the brand’s care about is I think the next big opportunity for us. Then we’ll understand investment in media mix across those different video channels.

    OTT is the Next Step in the Digital Revolution for Ad Buyers


  • Digital Changes the Game Entirely, Says Delta Air Lines CEO

    Digital Changes the Game Entirely, Says Delta Air Lines CEO

    “Digital changes the game entirely,” says Delta Air Lines CEO Ed Bastian. “The big thing you’re going to see us do is to bring the technologies, not just into the hands of the customers going mobile in terms of controlling your experience with Delta, but into the hands of our employees. This is so that our flight attendants, our pilots, our gate agents, our people in reservations and in maintenance, can actually start to interact more efficiently with each other and with customers to continue to run an even better operation.”

    Ed Bastian, CEO of Delta Air Lines, discusses the impact of technology and innovation on Delta’s operations, customers, and employees, in an interview by Kara Swisher at the 2019 Code Conference:

    Predictive Technology Dramatically Lowering Maintenance Cancellations

    The data is already there. Yes, the new variants are throwing off more data. The problem we have with a lot of the aircraft and the engine data that’s being produced is trying to figure out what you do with it, what’s relevant, what’s the real meaning behind it? We’ve got amazing predictive maintenance technologies that we’ve already at Delta deployed. We run the best maintenance operation in the world.

    Ten years ago we bought Northwest Airlines and we had a really difficult year in our first year of integration. We had 6,000 cancellations due to maintenance alone in that year. In one year, in 2010. This past year we had 60 the entire year, a 99 percent reduction in maintenance cancels. No airline the world can talk to those types of numbers. It tells you that it’s predictive technology and engine technology. We’re using the data. I don’t know what more data we’re going to get to. You’re not going to get better than 60 in a year. We’re already pretty skilled in that knowledge set.

    Digital Changes the Game Entirely

    There’s a lot we can improve (with the consumer experience). I’ll tell you that we are within our peer set doing a great job as we’re innovating. The thing we had to do as a 95-year-old company is that we had to build the foundation. We’d spent several years building the infrastructure, the architecture, and being able to get at the data. It was truly an incredible maze of spaghetti thrown all around the company with all the legacy systems. We’re bringing the digital technologies almost on a weekly basis now into the market.

    Our Fly Delta app is one of the best-rated airline apps out there and will get better. There’s more we can do. The big thing you’re going to see us do is to bring the technologies, not just into the hands of the customers going mobile in terms of controlling your experience with Delta, but into the hands of our employees. This is so that our flight attendants, our pilots, our gate agents, our people in reservations and in maintenance, can actually start to interact more efficiently with each other and with customers to continue to run an even better operation. Digital changes the game entirely.

    We Are Not a Technology Company At Its Core

    As we continue to expand our technology with digital and being able to let our consumers know more about us so we can know more about them and be able to engage in a deeper relationship, we have to maintain that same level of trust and care that we have with putting you in the sky as compared to protecting your private identity and your data.

    We have a lot of people looking at all the technologies that we’re thinking about rolling out making certain that they comply with all privacy laws. We’re not a technology company at its core. We’re not ever marketing the data or selling the data but we still want to make certain that we’re adhering to those same privacy standards.

    The Flight Experience Continues To Get Better

    The flight experience continues to get better. Our operational performance has been incredible. We just ended this past weekend a run where we had over 40 days in a row without a cancellation around the world. These are running levels of excellence and performance that we’ve never seen. The flying experience is getting to a point where value for money is also significant because consumers today are paying 40 percent in real dollars less than they did 20 years ago for the price of tickets.

    The deregulation of our industry back in the 1980s has worked and democratized travel and it has brought people out. I never stepped foot on a plane before I was 25 years old. How I ever got this job I’m still not quite sure. Flying wasn’t affordable. It wasn’t something I did when we grew up now. Our kids think you are a dinosaur if you don’t fly.

    The Big Change Is Going To Be In The Airports

    I think the big change is going to be in the airports going forward. The airport’s going to look significantly different. We’re going to try to take the stress out of the airports. One of the things about airports, we’ve got to remember, these were built 50, 60, or 70 years ago, for an era that has long past us. So volumes, security apparatus, even the physical layouts. Back then people would come to the airports to look at the marvel of the front head house we call it, the front door, or the artwork.

    When did you ever spend time in the front of an airport? You never go there. Now you just go directly to security. You don’t even stop at the counter, you’ve got your mobile. But all of our physical layout is up front. We’ve got to flip it around and put our physical layout back by the gates where people want to get to. We need to make that front almost the security, getting into the property, to begin with.

    You’re Going To See a Very Different Boarding Process

    You’re going to see a very different boarding process. That’s the other tremendous stress. This is where you see people looking to line up and everyone wants to get on at the same time and most of their earthly belongings. Why does anyone want to sit in an airline seat longer than they have to? People don’t, but they want to get on board and they want to make sure their property gets on board with them. If you have confidence (with RFID technology, which we’ve now rolled out) that your bag will be there waiting for you when you get to the baggage area at the end of the flight, would you really try to carry that bag on?

    We’re looking at even taking the boarding cues out, taking the podiums out. With podiums it just gives people reason to line. What if there are no podiums? We will have chairs so people can sit down and agents with technology in their hands. With the digital technology that I’m talking about, they can serve as a host or hostess rather than a ticket taker. That’s how you build relationships. That’s what we’re designing.

    5G Is Going To Be a Big Deal For Us In The Airports

    We’re experimenting with it but it’s knowing that the agents are out there with the technology in their hand and that’s who you need to talk to. These people will be trained to try to scoop up bags if there are bags that can be checked, but again it’s going to take some time. There has to be confidence that the technology works and it’s being delivered on. We put the technology in and there are still teething pains. A lot of it is going to be around network bandwidth. 5G is going to be a big deal for us in the airports. We actually will have the Wi-Fi capabilities to actually implement this at the level of fidelity that we’re looking to create.

    With the RFID technology that we have today, we have scanners out there, we have sensors. They’ll pick up the bags that will be going on to the belt loader. The belt loader is trained that if a bag is going to the wrong destination it will stop the belt loader. It will cause the gate agent or the ramp agent to go look at it and figure out where that tag is and get it onto the right plane. It will also be able to track it. You can track your bag on the Fly Delta app, you’ll know where it is. You’ll see it get to the baggage claim before you do. It will tell you what baggage area you need to go to. That what we’re creating for the future and technology is going to be critical in getting there.

    Digital Changes the Game Entirely, Says Delta Air Lines CEO Ed Bastian
  • Digital Transformation: The Conversation Has Shifted, Says ServiceNow CEO

    Digital Transformation: The Conversation Has Shifted, Says ServiceNow CEO

    “We’re done with talking about if it is a good idea to digitally transform,” says ServiceNow CEO Bill McDermott. “Now the conversation has shifted to how quickly can you get me there. I have to get there really fast. My prediction is that companies that are digital, that can lead this digital transformation revolution, will prosper through this time because there are so many public sector and private sector entities that must change. I do believe we will be going into a totally new normal.”

    Bill McDermott, CEO of ServiceNow, discusses how COVID-19 has forced CEOs to speed up digital transformation in order to compete and win. McDermott says that businesses have to have an all-weather workforce to win.”

    We’re Done With Talking About If It’s a Good Idea

    When we came out of the financial crisis in 2008 that is when cloud computing hit a new gear. That’s when it became the pervasive computing theme of the 21st century. The elasticity of the cloud, the ability to build applications very quickly on a platform like ServiceNow’s⎯so you can be in service, in service to employees, in service to customers, and in service to keeping the operation going, even through difficult times. if you think about digital transformation, it’s a $7.4 trillion addressable market in the next four years. 

    I talk to CEOs and heads of state every day. We’re done with talking about if it is a good idea to digitally transform. Now the conversation has shifted to how quickly can you get me there. I have to get there really fast. My prediction is that companies that are digital, that can lead this digital transformation revolution, will prosper through this time because there are so many public sector and private sector entities that must change. I do believe we will be going into a totally new normal. It’s not dissimilar to 2008. We’re going to have to figure out whether it’s three weeks from now or three months from now. 

    A Totally New Way To Work

    How are you going to get back to work? Business continuity must contain. Think about all the processes that will have to change. I like to think of this as a physical distancing, not a social distancing because our processes on Zoom every day has us connected to the management team and the people throughout our company. So while we are physically distant we have socially kept the conversation going. We’re continuing to pursue our goals because that’s what the world needs from ServiceNow.

    Customers right now are basically saying, how do I take care of my people? For example, I’ve heard from some very outstanding CEO saying we’re going to keep hiring or am certainly not going to lay people off. How do we get the tools for people to do the job remotely? How do we make that happen? How do we make sure we’re caring for the people? How do we align them with the goals and the orientations of the company? How do we keep compliance and security at a high level even as they work from places like home or studio environments where they’re not used to working? All of this has to be done utilizing a digital platform, a totally new way of working. 

    What About the Customer?

    Here’s a really big thing. In the beginning, everybody was saying we’re going to work from home. We will close down operations and that was basically it. What about the customer? What we’re learning about the customer is right now they’re not really interested in you upselling them and cross-selling them in an engagement layer of CRM. What they are interested in is business continuity. How will you service me even as we’re in the midst of a crisis? 

    This idea of service management, of making sure you get the right assets in front of the right problems where you can resolve issues for customers⎯especially since they’re no longer working in their offices for the most part. It has really reoriented the workflow of companies all over the world and it’s happened really quickly. 

    Over 43 percent of the companies today actually don’t even have a work from home policy. Think about that. Now, after this crisis, I can assure you they’ll need one and the boards of directors will expect that they have one. If you remember the post 9/11 era, it was unbelievable to think that people would be standing in line to get x-rayed with their luggage before getting on a flight. 

    Digital Transformation Has To Go Faster

    As they think about this new environment just think about the procedures and the protocols that we have to now impart on the workforce to make sure that they’re healthy when they come into these buildings and they actually go to work. We will actually have to have quick analysis. For example, you could do an ear temperature check to make sure someone’s temperature isn’t high when they’re coming into the workplace to keep people safe. That’s a protocol, that’s a new process, and I expect that things like that will definitely happen.

     I also expect that workers will work more from home, that people will be more agile and flexible in how they work, and the tools and the platforms of digital have to be enabled to make that happen, So here it is, people that are digitally transforming now, you have got to go faster. People that haven’t actually embarked upon this journey, you need to do it now. Now is when your people will expect you to build a culture that enables them to prosper in any working environment. I have to believe we’re in a new norm. If it’s not COVID-19 it’s going to be something else. Workforces have to be prepared to handle anything. We have to be an all-weather workforce to win.

    Digital Transformation: The Conversation Has Shifted – ServiceNow CEO Bill McDermott
  • Chunghwa Telecom Selects Ericsson and Nokia For 5G

    Chunghwa Telecom Selects Ericsson and Nokia For 5G

    Ericsson and Nokia scored wins with a contract to provide 5G equipment to Taiwan’s largest telecom operator, Chunghwa Telecom.

    Amid a battle for the future of 5G, the U.S. has accused Huawei of being a threat to national security over allegations the company serves as a spying arm for the Chinese government. U.S. officials have waged a campaign to convince governments not to use the Chinese firm, although that campaign has met with limited success. The pressure on Huawei, however, provides a unique opportunity for Ericsson and Nokia to secure contracts with companies concerned about possible security issues.

    In the latest deal, with Chunghwa Telecom, Ericsson’s technology will be used in the core network, as well as radio deployment, while Nokia will also be used for radio deployment.

    Max Chen, President of the Mobile Business Group, Chunghwa Telecom, says: “In the process of upgrading to 5G networks, we need to shorten the time it takes to launch new features. Ericsson’s 5G core solution enables our 4G core to flexibly evolve into a shared 4G/5G network. Meanwhile, Ericsson’s Cloud VoLTE solution will allow our customers to enjoy a more convenient and higher quality 4G voice service today as well as 5G voice services in the future.”

    Chafic Nassif, President of Ericsson Taiwan says: “Our enhanced 5G platform perfectly suits CHT’s needs to quickly launch new services to the market. This cooperation will serve to not only provide Taiwanese consumers and enterprises with the highest quality communication services but also accelerate the overall progress of 5G development in Taiwan.”

    Tommi Uitto, President of Mobile Networks at Nokia, said: “Our technology will assist Chunghwa Telecom in its early launch of 5G services in Taiwan, while also allowing it to explore new revenue generators across consumer and enterprise markets. As one of the pioneering members of Chunghwa Telecom’s Taiwan 5G Alliance, we will jointly promote the digital transformation for public and private sectors to accelerate 5G momentum in Taiwan.”

    The three companies demonstrate that, even in one of the most connected countries in the world, 5G can be successfully deployed without reliance on Huawei’s equipment.

  • New AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

    New AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

    “We’re making email marketing even smarter with a set of new AI capabilities getting released into Salesforce Marketing Cloud,” says Salesforce VP Armita Peymandoust. “One of them is Einstein Engagement Frequency. The other one is Einstein Send Time Optimization. We also have Einstein Content Tagging out and available today to our customers. Email is definitely not dead. Even the Millennials say that.”

    Armita Peymandoust, VP Product Management, Analytics, and Einstein at Salesforce, discusses new AI-powered email features for Marketing Cloud announced by Salesforce at Connections 19:

    AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud

    As we know email is still a really important channel. Over 64 percent of customers are still saying that they prefer email channels to all the others. What we’re doing is we’re making email marketing even smarter with a set of new AI capabilities getting released into Salesforce Marketing Cloud. One of them is Einstein Engagement Frequency. The other one is Einstein Send Time Optimization. We also have Einstein Content Tagging out and available today to our customers. Email is definitely not dead. Even the Millennials say that.

    Einstein Engagement Frequency

    With Einstein Engagement Frequency we’re trying to tell the marketer what’s the sweet range that they should keep on engaging with their customers. As marketers, we want to keep on engaging with our customers but we just don’t want to get to a point that we’re potentially annoying them. So we are telling them that this is the range that you should stay in.

    Einstein Send Time Optimization

    Now that the marketer knows what the frequency of engagement should be, with Einstein Send Time Optimization we’re also telling them what is the right time to send those messages. It’s really easy with a drag and drop of an activity into Journey Builder we make every message go out at the right time for the customers.

    Einstein Content Tagging

    Then with Einstein Content Tagging, we’re basically bringing image recognition the same set of AI capabilities that you’re familiar with for your customer based or consumer based products. This is where you upload photos and then they automatically get tagged. We are bringing that same technology to the hand of the marketer. Every image that’s getting uploaded into Content Builder gets automatically tagged so they can find it later and use it when they’re building their messages.

    Transactional Messaging

    We’re also releasing Transactional API’s for Emails and SMS. There are different types of emails out there. There’s the commercial one and there’s the transactional one. It allows the marketer to bring both of those two in an inter-marketing cloud and take advantage of Marketing Cloud to send those emails to have the same voice, the same brand voice, and also be able to see how those are performing all in one place.

    Indiana Pacers Improved Customer Engagements By 20 Percent

    These features are all relatively new. So we have pilot customers that have been taking advantage of them. We have one retailer that talked about Einstein Engagement Frequency. They had a hunch that they were over messaging customers but they couldn’t really put their finger on it. With Einstein Engagement Frequency we could show them visually exactly where they’re over engaging with their customers and let them take action on it. The platform automatically created lists so that they would not send messages to the ones that are getting too many email messages.

    We’ve had a set of AI features in Marketing Cloud, specifically Einstein Engagement Scores, was one that the NBA’s Indiana Pacers is taking advantage of, to increase the engagement rate that they’re having with their fans. They got a 20 percent increase in engagements with their fans using that.

    Customer Engagement Getting Even More Granular

    We have a jam-packed roadmap for the next of the rest of the year as well. One of the things that I’m really excited about is Content Selection that’s coming out. Content Selection lets each of those messages that we’re creating be dynamically optimized for every customer that’s receiving them. Think of your email as a template that has different aspects or different selections in it that gets automatically replaced with what your customer cares about most and also what they have engaged with most and historically. It’s very engaging for every one of your customers.

    The other one that I’m interested in (that is coming later) is bringing natural language processing to understanding your subject lines. What types of subject lines are resonating? Why is it that they’re resonating with your customers? It will give you an insight on them first and then also give you recommendations on how to improve your subject lines.

    https://youtu.be/oaH_OrquEcE
    New AI-Powered Email Capabilities Released Into Salesforce Marketing Cloud
  • How To Track Your Customer Journeys in Real-Time to Empower Your Sales Team

    How To Track Your Customer Journeys in Real-Time to Empower Your Sales Team

    The four pillars of measuring marketing ROI are key to improving sales says Jonathan Rowe, Chief Marketing Officer at nCino. “It’s really understanding your costs specific to the activities you are doing in marketing, tying those activities to your sales opportunities, and then measuring results.”

    Rowe says that taking in data on sales prospects and making it available to salespeople can drive results: “When you are bringing all of the data into one real-time place, then you can start empowering salespeople to use the data. You can track your customer journeys in real-time.”

    Jonathan Rowe, Chief Marketing Officer at nCino, discusses how to use data to track and improve marketing ROI in an interview with James Carbary, the founder of Sweet Fish Media on the B2B Growth Podcast:

    The Four Pillars of Measuring Marketing ROI

    Knowing Your Costs

    There are four variables that we use to measure ROI that have proven very successful for us. It starts with your costs. Whether it’s headcount costs where you are investing in people, whether it’s the cost of investing in PR, whether you are doing webinars or podcasts, whether you are advertising, etc., it’s really making sure that you have a good understanding of here’s where I’m actually spending my money and how much. So it starts with your costs.

    Identifying Marketing Activities

    The next step from there is here are all the different activities that we are spending money on. It’s advertising, attending conferences, or doing podcasts. Here are the activities. You have your costs and you have your activities.

    Connecting Activities to Sales Opportunities

    Then the next big step is connecting those activities to actual sales opportunities. As a B2B marketing organization at nCino, we are selling and marketing to banks. Whenever we initiate a conversation with a financial institution it often takes us 9-12 months from that initial interaction to hopefully when they become a nCino customer.

    Over that 12 months, there are hopefully going to be a lot of different marketing activities where that bank and different individuals at the bank interact with nCino. We want to be able to capture that information. So we take the activities that we are doing and we actually connect them to a specific sales opportunity at the financial institution and the individual at the financial institution.

    ROI: Measuring Results

    The fourth pillar is the results, where we actually turn that prospect into a nCino customer. Then we can say that marketing played this role. At the end of the day, we are in a business where it’s more than marketing. We have sales groups and others involved.

    When we sign a financial institution to become a nCino customer I’m always very proud to say here are all the different marketing activities (that led to the sale). Whether it’s white papers and thought leadership or press releases or attending a conference in a booth, how all those activities played an influential role.

    It’s really understanding your costs specific to the activities you are doing in marketing, tying those activities to your sales opportunities, and then measuring results.

    You Have to Be Committed to Data Analytics

    One, you have to really be committed to data analytics. You want to have that marketing driven organization knowing it’s going to take time and costs to get there. Then two, you want to make smart decisions around the technology you use because connecting all of the dots around your data is probably the most important thing. I want to be able to go onto two or three systems which are what we have at nCino and be able to look and see all that data together.

    I can see, for example, that Mary who works at a financial institution that we are talking to was on our website yesterday, that she looked at all of these different pages, that she spent seven or eight minutes on each page, and she actually downloaded one of our whitepapers. Then I find out that we are going to see Mary at a banking conference that we are going to in a few weeks.

    With all of that automation, I know that the salesperson will log in and see all of that information on the financial institution and Mary.

    Track You Customer Journeys in Real-Time

    That sales rep will have literally on their phone before they have that face to face conversation at the conference all of Mary’s interactions. Some things you probably don’t want to tell Mary, which is hey, by the way, we’ve been tracking all of your website activity on the nCino website. But what you can have is a conversation around the fact that she downloaded our artificial intelligence whitepaper around banking and you can talk about that.

    When you have fewer systems and you’ve made the commitment and you’ve gotten to the place where you are bringing all of the data into one real-time place, then you can start empowering people to use the data. You can track your customer journeys in real-time.

    >> Listen to the complete B2B Growth podcast interview.

  • Sparrho CEO: Using Augmented Intelligence to Build Trust in Brands

    Sparrho CEO: Using Augmented Intelligence to Build Trust in Brands

    Many companies are working to build authentic and trusted brands with consumers. This is especially true with pharmaceuticals, biotech, and med-tech companies. The CEO of Sparrho, Dr. Vivian Chan, says that their approach combines artificial intelligence and 400,000 Ph.D.’s to deliver scientific data to companies. This data helps companies back up their marketing messages which enables them to more effectively build that vital trust with their customers.

    Dr. Vivian Chan, Sparrho CEO, recently discussed on CNBC their unique hybrid AI approach to helping companies use science and information to back up their brands messaging:

    AI Enables Humans to Make Better-Informed Decisions

    Artificial intelligence is really about algorithms and how we can use data that we collect to enable humans to make better-informed decisions. I not at all about having computers make decisions on behalf of humans. In a way, I think it’s machines that will be helping evolve the tasks and not actually replacing the human roles. Human roles themselves will be evolving also as the technology improves. This allows humans to have more headspace to be thinking about things that machines can’t do right now.

    Machines can’t necessarily summarize a lot of pieces of contextual analysis very well yet to a 100 percent accuracy and humans are still better at making nonlinear connection points. For example, being able to say that this mathematical equation is super relevant to an agricultural problem. If we don’t have the tagging and reference and citations humans are still better at making those nonlinear new connection points than machines.

    Humans are still good at coming up with the questions. If you actually pose the right question and you train the data and the algorithms you might actually get the right answer. However, you still need to have the humans to be thinking about what the questions are in order to ultimately get the answers.

    It’s About Using AI as a Means to an End

    I  think the angle is really thinking about using AI as a means to an end and not just the end. Ultimately, this is a hybrid approach and various different people are calling it differently. Even MIT professors are calling it a hybrid approach. We’re calling it augmented intelligence. We need to come up with a good relationship between humans and machines. Marketing is about building relationships. It’s about building relationships between brands and consumers and now how do we build that relationship digitally?

    Using Science to Build an Authenticated Brand

    In this digital age, consumers are a lot more tech savvy but are also information savvy. They want to know what the is science behind certain things. Even if you’re talking about CPG, consumer packaged goods, what is the science behind a shampoo product right now when it claims 98 percent prevention of hair loss? What is the real science behind that and how do we actually bring that simplified science-oriented message to the consumer? How can consumers educate themselves and make informed decisions based on the products and thereby build a stronger brand relationship?

    Ultimately what we’re trying to do at Sparrow is simplify science to build trust in brands. Especially for marketing departments and brands, it’s really allowing them to have the evidence-based science and the facts because building a very authenticated brand is what is meaningful to consumers. Research says that about 71 percent of consumers immediately reject content that looks like a sales pitch. Building a relationship and having an authenticated brand and content is super important in building that relationship between brand and consumers.

    Sparrho Provides Content as a Service On Demand

    We’re going even wider with that by providing what we call content as a service or relevant content on demand. We then integrate that into the digital platforms or the brands. We have what we call augmented intelligence with over 16 million pieces of content that is augmented by a network of more than 400,000 monthly active PhDs in a150 countries. They curate and summarize what’s actually happening in the latest of science.

    We know that in about 60 percent of pharmaceuticals, biotech, and even med-tech companies, are spending more than $50 million per year just in content. Content has been the major driver for a lot of their marketing. In pharmaceuticals, they’re trying to really bring that relationship that they have offline to online. It’s at the heart of this digital transformation age that we are going through. This is really helping bring that relationship online by using the right engaging content. Our goal with Sparrow is to drive more engagement and ultimately more sales.

  • Yesware Founder: Have Sales Conversations that are ‘Authentic at Scale’

    Yesware Founder: Have Sales Conversations that are ‘Authentic at Scale’

    Yesware Founder Matthew Bellows says that it’s important that the relationship between the salesperson and the prospect is authentic, genuine, and honest. That’s why Bellows advocates a sales prospecting concept he calls ‘Authentic at Scale’ which uses Yesware technology to have genuine authentic communications with customers and prospects.

    Matthew Bellows, Founder & Chairman Of The Board at Yesware, recently talked at Web Summit about salespeople being ‘Authentic at Scale’  and how Yesware can help companies and their sales teams more effectively drive lead generation:

    Important for Salespeople to be Authentic

    There’s not only just the business model which is changing the relationship between the salesperson and the prospect but also the fact that information is freely available, that your reputation sticks with you much longer now, and all pushes towards more power to the customer. Therefore, it is more important for a salesperson to be authentic and genuine and honest and a long-term partner for success as opposed to a transactional sort of guy.

    Whether we’re working with a brand new startup who’s just implementing Yesware for there one or two or three person sales team or the CRO of a publicly held company like Twitter or Yelp, salespeople are always changing stuff. They’re always trying to find out a new angle, they’re always moving territories, always changing a training program or changing their comp structure.

    For those of you who have read all the blog post about how you just got to get a repeatable scalable model then pour money on top of it, that is not true. You need to actually continue to iterate and make up stuff and try different experiments with your sales program. That’s the kind of thing that our software tries to enable, basically getting the data from your activities and seeing what works and doing more of that.

    Authentic at Scale is What We Advocate For

    For those of you who are just starting your businesses and getting going, you are faced with a dilemma which is I want to grow really fast. One approach to that is what we call spray-and-pray. Buy a big list, blast out a ton of emails, and hopefully some people respond. If they don’t keep blasting them out. That is a short-term successful strategy with a medium-term disaster. It burns your brand. As a sales person who’s in that organization you’re ruining your reputation potentially for the rest of your life, and obviously in Europe it’s illegal.

    What we advocate for our customers is something we call authentic at scale. Use technology to have genuine authentic communications with customers and prospects in a way that shows that you’re actually paying attention to who they are. You’re recognizing what they need and what they’re interested in and what you can offer or not. But do it at a scale that actually helps you build a business. That’s the binary choice that I think most startups are faced with. You can go either way but authentic at scale is what we advocate for.

    When Building Your Team Incrementally Hire

    In the very early stages, one one of the mistakes I made early very early on was when I got the board approval to hire our first sales team. I was the first sales person for Yesware and then I hired this kid straight out of college who blew up and was amazing. He closed Box on his own and it was sort of like, oh this is great, this is ready to go. I went out and hired eight other sales reps and it was way too many.

    So the big thing I I coach people who are just building their team for the first time is really go two by two by two by two and incrementally hire. Even though you never know if it is the market or the person, at least with that sort of slower incremental sales build you get more feedback and have more time to correct as opposed to going in and hiring a big team all at once.

    We Make Software that Helps Salespeople Make Money

    Yesware is software for sales people. We help sales people communicate better with customers and prospects and we’ve been doing this for about eight years. I started as a SaaS business and still are.

    In the early days, there was very little competition for what we were doing. We were getting a lot of inbound interest from companies that just heard about Yesware. They were like, I gotta try this thing. There was a lot of good word of mouth from the very early adopter kind of companies. Now the market is more mature. We’ve probably crossed the chasm in terms of technology adoption curve and we’re into the early majority and those companies think about things differently and they have a different buying process.

    At the end of the day what it turns out to be is if the end users like your product and if we’re helping the salespeople make more money then we’ve got a business. So my first business plan for Yesware as I explained to our early stage investors was we make software that helps salespeople make more money and they’ll give us some of it and that is sort of still what we’re doing.

    It’s Hard to Know What Makes a Good Lead

    For folks out there who are reading blog posts and just getting your company started it’s harder than it looks. When you read the thing about Arg or whatever, it’s hard to know what makes a good lead. You have to keep revising it. We just did a big data science project to try to figure out of the 2,000 leads that closed in the last 18 months, which were good leads? We had a data scientist work on this problem for three months to figure it out because it’s not obvious what a good lead is actually. You’re going to be frustrated but know that everyone else is frustrated with you.

    I think the most important thing is just to get your motivations right. Be clear about why you’re doing this because it’s a long slog and the clearer you can be about why you’re doing this project the more effective you can be when you’re talking to other people about why they should do it too.

  • Coronavirus “Social Distancing” Feeds Digital Transformation Movement

    Coronavirus “Social Distancing” Feeds Digital Transformation Movement

    “When I think out over the next two or three years, and even the next few months with coronavirus, it feeds into this whole digital transformation movement,” says Splunk CEO Doug Merritt. “If this becomes a new normal and we start to adapt to more of a social distancing that just means more digital usage. There are a lot of great digital technologies we can all lean on so that we can still move forward with business.”

    Doug Merritt, CEO of Splunk, discusses how the coronavirus is feeding into the digital transformation movement in an interview with Jim Cramer on CNBC:

    Coronavirus Causing Business To Lean On Digital Technologies

    It’s a brave new world. I think we’re all going to learn this in the coming months. Like every other company should be doing, we’re putting our employees health and safety first. We are encouraging people to work from home. We are a Zoom customer and a Slack customer. There are a lot of great digital technologies we can all lean on so that we can still move forward with business. 

    We’ve got a great install base of 20,000 customers that actively use Splunk. Over 80 percent of our revenues come from that install base. My hope is that for a lot of the transactions, they’re just expansions or additional capabilities from some new products that can be attached to the existing contracts. We’ll see we’ll see like we all do. I didn’t think well going into 2020 that I’d be a CEO of a company that was going through something like coronavirus. 

    Coronavirus “Social Distancing” Feeds Digital Transformation

    When I think out over the next two or three years, and even the next few months with coronavirus, it feeds into this whole digital transformation movement. If this becomes a new normal and we start to adapt to more of a social distancing that just means more digital usage. The companies that we are all relying on, all the digital properties, have Splunk as their backbone to make sure that their services work effectively. 

    Whether it’s Slack or Zoom or AWS as a overall customer of ours, if we all turn digital that falls into the trend we’ve been seeing. We now need to make sense of what’s happening in that digital environment. We need to make it resilient and we need to make it safe, which means more Splunk.

    Coronavirus “Social Distancing” Feeds Digital Transformation Movement – Splunk CEO
  • Microsoft and NFL Expand Partnership, Focus on Surface and Teams

    Microsoft and NFL Expand Partnership, Focus on Surface and Teams

    Microsoft and the NFL have announced an expansion of their partnership aimed at helping the league improve its efficiency, collaboration and communication.

    Since 2013, Microsoft has supplied the NFL with Surface tablets for coaches, officials and players. With the new expansion, the NFL will roll out the Microsoft Teams platform to further its digital transformation goals. With its cross-platform support, Teams will serve as the central way for NFL organizations to collaborate, chat, share files, schedule meetings and more.

    “Since 2013, Microsoft has helped transform the NFL through technology around our game,” said Renie Anderson, chief revenue officer and executive vice president of NFL Partnerships. “Microsoft Surface has quickly become an authentic tool to the game of football and is vital during all NFL games for coaches, players and NFL Officials. And now by working together to integrate Microsoft Teams across the League, together we aim to improve on communications and collaboration in a modern way.”

    “We’re inspired to continue to help the NFL accelerate its digital transformation,” said Yusuf Mehdi, corporate vice president, Modern Life, Search and Devices, Microsoft. “We’ve worked together to innovate the way the game is played with Surface devices to power Instant Replay and in-game play review for players and coaches on the sidelines. And by combining Surface and Microsoft Teams deeper into the fast-paced workflow of the League, we have an incredible opportunity to bring together the power of hardware and software to help everyone be more productive.”

    With other sports using Apple’s iPad, the expansion of the NFL deal is a big win for Microsoft.

  • Go Where Your Customers Are… the Mobile Phone

    Go Where Your Customers Are… the Mobile Phone

    At the recent Social Media Day Jacksonville 2018 conference, Carlos Gil, founder of Gil Media Company, spoke about current social media marketing strategies. In an entertaining and informative talk, Gil spoke about the challenge of getting companies like Win-Dixie to understand that they should be engaging with their customers on the device their customer is always paying attention to, and that’s the cell phone.

    It’s not about advertising either, it’s about being part of the conversation, being a brand that matters. Here are selected excerpts from Gil’s talk below that highlight this challenge:

    The Only Metric that Matters Is Sales

    The only metric that matters today is sales. Most of us, if not all of us, know that the reason why we’re on social media is that we want to drive more revenue for our businesses. You go to any CMO or CEO and for them, social media is just nice to have. The reality is that social media is the lifeline between you and your customers.

    Oftentimes, we see metrics being referred to as reach, clicks, impressions, but the only metric that really matters is the sale.

    I often get asked by businesses and marketers, should I be on Instagram, Snapchat, or something else? My answer to them is very simple, go where your audience is. Each one of these social networks gives you reach and helps put you in front of people who are potential buyers or existing buyers from your brand or your competition. If you are targeting millennials, Snapchat and Instagram might be good to focus on.

    Simply think about your business and go where your audience is.

    Revise Strategy from One-To-Many to One-To-One

    We’re talking about sales, we’re talking about driving revenue. Since the beginning of time sales has always been one-on-one. I think the biggest mistake that marketers are making is they think I’m going to get on social media and I’m gonna have access to reach all of these people. I have all of these followers, but the reality is that most people are not paying attention to the content that you’re posting. This is why you should revise your strategy from being about one-to-many but more one-to-one, and you should stop focusing on the numbers.

    Recently, I was working with a client that said to me, we have 30 million social media followers globally but we’re reaching a very small percentage. I looked at the CMO and said, you don’t have 30 million followers, in reality, you have like 300 or less. Their jaw dropped and they were shocked because the reality is that you can’t touch everyone that’s out there.

    Social media operates in real time, and with the way content moves, content is relevant today and it’s irrelevant 15 seconds from now.

    Millennials Don’t Want to be Sold, They Want to be Engaged

    Millennials don’t want to be sold, they want to be engaged. Millennials are really at the forefront of a lot of what we do. For example, I work a lot with real estate agents and they often say that you have to look at the data of who is your target buyer. In the case of realtors, 30 years old is the average age of a first-time homebuyer. You’re not going to reach that customer sending them direct mail.

    However, if you run Facebook Ads, if you have any sort of presence in social meeting, you can find a way to get in front of them then. You have a much higher likelihood of promoting your brand and getting that lead. The same thing applies to most businesses.

    Go Where Your Customers Are… the Mobile Phone

    I work with both B2B and B2C and you have to go where the current is, you have to go where the customers are. The reality is this is your audience today. People aren’t paying attention to really what’s in front of them besides their cell phone.

    I’m sure if you go to any boardroom meeting today and you look around, what do people do when they show up, they put their iPhone first thing in front of them.

    When I was working at Winn-Dixie back in 2014, we’re doing this campaign where we’re trying to take market share away from Walmart, Target, Burger King and McDonald’s, I made a comment to our CMO at the time. I said why are we focusing so much on doing direct mail at home marketing and instead, why aren’t we doing SMS and push notification ads? Why aren’t we reaching people on the device that they go to the bathroom with and that they use all the time?

    We use cell phones for virtually everything that we do, so guess what, the light bulb has to go off if people are using this device all the time and they live by it your marketing has to now appeal to the device itself.

    It was funny because in 2014 that CMO looked at me and says huh, SMS is never gonna take off, mobile marketing is never gonna take off!

    Marketing is Like Finding Your Match on Tender

    You’ve got this high propensity of customers, Millennials, they’re all using social media. I think the biggest challenge that we all face is how do we reach people at the right time and ensure that our content resonates with them? This is why I say that marketing is like finding your match on Tinder.

    Business marketing is very much like dating. You’ve got a lot of people out there in this digital ocean and if your content is not appealing to that audience then they’re gonna keep swiping.

  • Digital Transformation is the Biggest Opportunity of Our Time

    Digital Transformation is the Biggest Opportunity of Our Time

    “Digital transformation is the biggest opportunity of our time,” says ServiceNow CEO Bill McDermott. McDermott says there are three things that any c-suite executives will tell you:

    1. We have to create great customer experiences to attain fierce customer loyalty.
    2. Employee engagement and really getting employees inspired about working for their company is essential to win the talent war.
    3. Step function productivity improvement generated from digitization is necessary to get cost down where it should be and revenue up where it has to be to win.

    Bill McDermott, CEO of ServiceNow, discusses how digital transformation is the biggest opportunity of our time in an interview on CNBC:

    Digital Transformation is the Biggest Opportunity of Our Time

    Now I’m at ServiceNow and I’m so excited about this cloud future and digital transformation. I have been all over the world and met hundreds of customers in the last three months. Digital transformation is the biggest opportunity of our time. There are basically three things that any c-suite executives will tell you. One, we have to create great customer experiences to attain fierce customer loyalty. Two, employee engagement and really getting employees inspired about working for their company is essential to win the talent war. And three, step function productivity improvement generated from digitization is necessary to get cost down where it should be and revenue up where it has to be to win.

    ServiceNow is the platform that essentially is the platform of all platforms. Every environment in the enterprise today is a heterogeneous environment. We are that cross-platform integration engine of the 21st-century economy which is why ServiceNow is growing faster than all of the companies in the cloud.

    You’ve Got To Move Everything To a Modern Cloud Architecture

    Here’s the root cause of the problem (of executives hesitating on digitization). It took 50 years to build the chaos, the complexity that exists in these enterprises. When you’re talking to these executives they don’t know what to do. That’s because they don’t know how to dig their way out of the mess. The fact is they’re not going to dig their way out of the mess. The fact is they are not going to did their way out of this mess. These systems of record will stay there for long periods of time. 

    A system of innovation, a system of action, over these systems of record (is what is needed), where you can integrate the data into a new generation workflow in the cloud. Workflow designed experiences can take the mess and move it into a modern cloud architecture so they can execute their mission. The light bulbs go on when they see the solution. Unfortunately, and sadly, the vendors who got them there in the first place are telling them to buy new messes and add it on to the old mess. You have got to leave that old mess alone, put a tourniquet on it, and move everything to a modern cloud architecture, a modern workflow.

    Digital Transformation is the Biggest Opportunity of Our Time, Says ServiceNow CEO Bill McDermott
  • How Wendy’s Innovated the Digital Journey To Improve the Customer Experience

    How Wendy’s Innovated the Digital Journey To Improve the Customer Experience

    “Speed and convenience and really driving consistency of operations are core themes,” says Wendy’s CEO Todd Penegor. “You think about how you can continue to drive speed. The digital journey is a big one. How do we drive folks into mobile ordering? How do we drive awareness on mobile ordering? What we do see is when folks mobile order the check size is about 20 percent higher. Those are just great opportunities to continue to connect to that next generation of consumer and create a better experience and gather even more data to connect with them into the future.”

    Todd Penegor, CEO of Wendy’s, discusses how their innovative improvements in the digital journey are improving speed and the customer experience in an interview by Jim Cramer on CNBC:

    Wendy’s Innovated the Digital Journey For a Better CX

    We are connecting to that next generation of consumer through social media and having a lot of fun doing it. It is driving folks into our restaurant. Chance the Rapper tweeted that he would love to have his spicy nuggets back. We challenged him to see how many likes he could get. We said that if you get two million likes we will bring spicy nuggets back. He did that and we brought spicy nuggets back. Immediately, and you see that in our third-quarter results, from day one, even before we turned on national advertising, people showed up in our restaurants to buy those spicy chicken nuggets. They wanted them back and they learned about it through social.

    There’s a ton of good things happening. We’re still working on speed, so speed and convenience and really driving consistency of operations are core themes. You think about how you can continue to drive speed. The digital journey is a big one. How do we drive folks into mobile ordering? How do we drive awareness on mobile ordering? What we do see is when folks mobile order the check size is about 20 percent higher. Those are just great opportunities to continue to connect to that next generation of consumer and create a better experience and gather even more data to connect with them into the future.

    Delivery Innovation Continues To Be a Great Growth Engine

    Delivery continues to be a great growth engine for us. We’ve got over 85 percent of the system supported by delivery. We announced today that we will have all of our ordering integrated on delivery into our point-of-sale system. That’ll allow us to get the food to the customers even faster. We’re one of the fastest today at 30 minutes from the time you order to the time you get the food. Now that it’s going to be integrated into our POS we can probably shave another three to five minutes. It could also open us up to use other delivery providers beyond just DoorDash which will be another great opportunity to expand access to our brand.

    We talked a lot today about our brand and really doing fast food done right. Fast food done right can resonate across the globe and fresh is what a consumer is really looking for. It is a true point of differentiation (with competitors). We talked about making a move into Europe over the next 12 to 18 months and really starting in the UK and really front-running some of that with company restaurants. We talked about up to 20 company restaurants over the next couple of years. We will bring franchisees into to play that out in the UK, but it will create a beachhead for us to really start to drive some growth into all of Europe. It’s a big burger-eating area of the world. The category has been growing and we have the right to play and can be differentiated on fresh.

    Wendy’s Reintroducing the Black Bean Veggie Burger

    We’ve talked about plant-based probably four years ago. We are way ahead of the curve when we had a black bean burger that we were working on. Unfortunately, at the time it was operationally complex and it took additional equipment in the restaurant. Today, we figured out how to solve for that. We’re looking for that flexitarian customer. We’re trying to do it the Wendy’s way. We’re trying to do it with Wendy’s quality. Whether you’re a flexitarian or a vegetarian the black bean burger can solve for that. We have that in tests in one market now and we’re looking to bring that to market sometime during the course of 2020.

    Flexitarian is one of those millennial terms and in folks are looking to have a lot of beef but and traditional proteins but also flip into more vegetable and and other proteins. We’re real fresh never frozen North American beef. We are about having great quality food and we always want to do things the Wendy’s way. We think a black bean burger, something that’s natural in a square to make sure that it follows along the lines of our square hamburgers, is a great fit for our brand will allow folks to continue to come into our restaurant to drive frequency.

    We talked a lot about frequency. Our average customer comes to a Wendy’s five and a half times a year. We have a huge opportunity to drive frequency. Whether it’s the offerings like a plant-based burger, whether it’s entering breakfast, or driving our digital journey going forward.

    How Wendy’s Innovated the Digital Journey To Improve the Customer Experience – CEO Todd Penegor
  • Business Prioritizing Digital Transformation For Competitive Advantage, Says Equinix CEO

    Business Prioritizing Digital Transformation For Competitive Advantage, Says Equinix CEO

    “We’re seeing right now continued strength across our business because people are prioritizing digital transformation as a way to gain competitive advantage,” says Equinix CEO Charles Meyers. “The reality is people who are responding well to that are thriving and people that are not are being left behind. What companies (like Walmart) are doing essentially is using a hybrid and multi-cloud strategy. They have private infrastructure that they may house in a significant caged environment at Equinix but they interface it then with the public clouds.”

    Charles Meyers, CEO of Equinix, discusses their huge under the radar role in facilitating the massive digital transformation in progress with companies worldwide. Meyers was interviewed by Jim Cramer on CNBC:

    There’s A Very Deep Demand Pool For Data Centers

    We continue to see a really strong set of underlying secular demand drivers for the business. We’re seeing real strength in the business globally right now. Broadly, we’ve seen the sector respond very well. We think there’s a very deep demand pool for data centers. I do think that Equinix plays a very unique role in the market and our differentiated position is allowing us to even outperform relative to our peers. Public cloud adoption is a major catalyst for our business. As enterprises are adopting public cloud and looking at hybrid and multi-cloud as their architecture of choice we’re seeing really strong demand.

    We may not be a household name but I think it’s pretty safe to say we’re probably impacting the lives of millions of consumers on a day to day basis working with (many big-name companies such as Salesforce and Netflix). We play a very important role in terms of interconnecting our customers sometimes to public cloud providers, sometimes to SAAS providers like Salesforce, sometimes to other members of their supply chain, and sometimes to networks. A really big part of our legacy and history has been interconnecting people to networks. The interconnection story is a really central piece of the Equinix story.

    Equinix Is The Best Representation Of The Digital Edge

    Equinix is in fact the best representation of the digital edge today. That is the point at which people are interconnecting their private infrastructure with public cloud infrastructure, with networks, and with other members of their supply chain. When you hear about edge, oftentimes that edge is in fact within an Equinix facility and being interconnected over private interconnection facilities that are facilitated by Equinix.

    Typically, when inside one of our facilities, we’re unlike some wholesalers which might have one or a very small number of customers, we tend to have a larger number of customers in any individual facility. They are distributed across the site typically in private cages or sometimes in shared caged environments or shared rack environments and they have their equipment. They’re all obviously very secured and something that’s available just for them to access. But they’re all across the facility. You typically wouldn’t be able to see who the customer is because they are very sensitive about that from a security standpoint.

    Firms Prioritizing Digital Transformation For Competitive Advantage

    We’re seeing right now continued strength across our business because people are prioritizing digital transformation as a way to gain competitive advantage. The reality is people who are responding well to that are thriving and people that are not are being left behind. So we’re seeing strong demand. I think the trade tensions, etc. probably affects some level of sentiment but we have not seen that impact the demand profile for our business.

    What companies (like Walmart) are doing essentially is using a hybrid and multi-cloud strategy. They have private infrastructure that they may house in a significant caged environment at Equinix but they interface it then with the public clouds. They’re using a variety of public clouds to house some of their workloads. So that hybrid multi-cloud environment is really the architecture of choice for enterprise customers of all sorts. Retail is actually an incredibly strong segment for us. That architecture of choice, hybrid and multi-cloud, is a major driver for Equinix’s business.

    Business Prioritizing Digital Transformation For Competitive Advantage – Equinix CEO Charles Meyers
  • Every Digital Transformation Begins and Ends With the Customer, Says Salesforce CEO

    Every Digital Transformation Begins and Ends With the Customer, Says Salesforce CEO

    “Every company is going through a massive digital customer transformation,” says Salesforce CEO Marc Benioff. “When you see this transformation happening it’s just incredible to watch. I mean this is as big as Y2K was for the tech industry. Every company is going through it. Every one of these major transformations is exactly that, it begins and ends with the customer.”

    Marc Benioff, CEO of Salesforce, discusses their blowout earnings quarter and how the massive digital customer transformation is driving their growth in an interview with Jim Cramer on CNBC:

    Massive Digital Customer Transformation

    Every customer is going through a massive digital customer transformation. When you see this transformation happening it’s just incredible to watch. I mean this is as big as Y2K was for the tech industry. Every company is going through it. Every one of these major transformations is exactly that, it begins and ends with the customer.

    The federal government was one of the most exciting things that happened in the quarter. It wasn’t just the USDA. It was also the Department of Education and the Department of Interior. It was many departments actually. They’re going through a huge digital transformation in the U.S. federal government and Salesforce has been able to offer many of those agencies is the rapid successful digital transformation that they need. We even had a 10,000 person event in Washington, D.C. during the quarter. That continues to be a fantastic growth area for us.

    We’re number one in CRM which is the fastest growing part of enterprise software. Every company in every industry and every government is recreating themselves with their customer. This is what’s driving our growth. It’s pure and simple.

    Mark Benioff added these comments during the earnings call:

    Every Digital Transformation Begins and Ends With the Customer

    Just last month, IDC Worldwide Software Tracker ranked Salesforce the number one CRM for the sixth year in a row. And I’ll tell you that is more important than ever, especially so many of our customers are going through these tremendous digital transformations. We all know every digital transformation begins and ends with the customer. And when I’m with these CEOs all over the world, this is really front and center in their mind. It’s probably as exciting to them and it’s important to them as it was to CIOs, who are buying for Y2K, which is almost 20 years ago. I think the digital transformation remains just a huge growth opportunity for our entire industry.

    Still In the Early Days of the Digital Transformation

    Well, there are many, many companies in the very early days. In fact, if you talk to one of our largest consulting partners, they’ll tell you less than 20% of their strategic customers have been engaged in the digital transformation, but there’s a lot of room for them in the marketplace.

    So, we have an opportunity here again around this digital transformation and one of the beauties of a product like Trailhead and My Trailhead is helping these companies through their transformation and scale them up with modern technology because the modern worker has to have modern skills. And that’s what Trailhead and My Trailhead really provide the customers. So we really are coming out with an amazing innovation at the right time to satisfy the needs of these customers

    Every Digital Transformation Begins and Ends With the Customer, Says Salesforce CEO Marc Benioff


  • Google Cloud & Sabre Partner ‘To Build The Future Of Travel’

    Google Cloud & Sabre Partner ‘To Build The Future Of Travel’

    Google Cloud and Sabre announced a 10-year partnership that will see Sabre move to Google Cloud and the two companies work “to build the future of travel,” according to a press release.

    Sabre is a travel company that was originally created by American Airlines in 1960. In 1996, Sabre launched Travelocity before ultimately selling it to Expedia in 2015, giving the company an established track record of disrupting the travel industry.

    The goal of the 10-year Google Cloud deal is “to improve operational agility while developing new services and creating a new marketplace for its airline, hospitality and travel agency customers.” This will include using Google Cloud’s data analytics “to enhance the capabilities of current and future products,” as well as “create and optimize travel options.”

    Beyond improving Sabre’s existing business, however, the deal is also about further innovation in the travel industry.

    “We are thrilled to work with Sabre through this important initiative to bring together the strengths of both our companies and accelerate innovation in the travel industry,” said Thomas Kurian, Google Cloud CEO. “We believe our partnership will deliver more personalized experiences for travelers, saving time and providing greater convenience that will ultimately raise the standard for the travel industry overall.”

    Those statements were echoed by Sabre CEO Sean Menke:

    “Today, we embark on a new transformational journey with Google. As our preferred cloud provider and broader strategic partner, Google Cloud will help to accelerate our digital transformation and ability to create a new marketplace and critical products and systems focused on our customer needs for decades to come.”

    Google has been making inroads in the travel industry for some time, and has drawn a fair amount of criticism and regulatory scrutiny. Some companies, such as Yelp and Expedia, have accused the search giant—that they depend on for their business—of not always playing fair. Companies like that will no doubt view this partnership with a great deal of concern.

  • The Need to Transform is Front and Center for Every C-Level Executive, Says Adobe CEO

    The Need to Transform is Front and Center for Every C-Level Executive, Says Adobe CEO

    “When people look at what’s happening with Amazon trying to get into their businesses, the need to transform is also front and center for every c-level executive,” says Adobe CEO Shantanu Narayen. “Given that Adobe’s been through our own transformation and has software they want to hear from us and they want to experience that same benefit that we have been able to see.”

    Shantanu Narayen, CEO of Adobe, discusses how Adobe is helping companies large and small through their digital transformation in an interview on CNBC:

    Adobe Helping Businesses Transform

    When we talk about helping businesses transform we do every aspect of it. We help them create that experience and help them understand how to attract customers. That last mile of transacting with customers is so critical. Adobe was a company that actually innovated tremendously but we had a two-tier distribution channel. We have two businesses. We have the creative business and we have the enterprise business. If you look at what we’ve been able to accomplish in the long run and the two tailwinds that we have, we continue to be really optimistic about Adobe’s prospects.

    When we completely moved to the cloud we recognized that every other company would go through what we did. Namely, how do you engage with your customers digitally? Do you understand how to acquire them and how do they use your software? I think sharing our learnings with other people gives us incredible credibility in the enterprise and we learn from these customers.

    Creating a Real-Time Customer Profile is So Critical

    In enterprise software, this third generation, which is all about customer experience management, I think it’s the companies who recognize that you have to partner with an entire ecosystem to create this real-time customer profile that’s absolutely so critical. That’s why our partnerships, whether they be with ServiceNow or Microsoft or the other cloud kings is so critical in enabling our customers to completely transform themselves.

    What we have been able to do is create this real-time customer profile. People are really within an enterprise saying how do I create native applications? ServiceNow is clearly the leader in IT Service Management. What John (Donahoe) has done is truly special. I think partnering with them to enable IT professionals within an enterprise to use Adobe’s Customer Experience Management with ServiceNow’s IT Service Management, that was a natural.

    The Need to Transform is Front and Center for Every C-Level Executive

    Design and creativity have never been more important. Everything has a screen. So people are creating content, whether that’s a car, whether that’s a retail experience, whether it’s a basketball stadium. Adobe is the content provider that enables all of these screens to be delivered with incredible content. Given design is more important and given mobile devices are in every single place, that’s a tremendous tailwind.

    Secondly, when people look at what’s happening with Amazon trying to get into their businesses, the need to transform is also front and center for every c-level executive. Given that Adobe’s been through our own transformation and has software they want to hear from us and they want to experience that same benefit that we have been able to see.

    I’ve talked about how video is explosive. II think what Disney is doing both with their own service as well as with more control of Hulu is really saying people are consuming more and more content digitally. So providing the analytics for that, providing the digital rights management for that, the right ability to audience segment in terms of who you are attracting, a lot of that is what Adobe powers. This is not just for Disney but for frankly all the major media companies in the world.

    Adobe Powering Big CPG Companies Through a Digital Transformation

    The big CPG companies are going through the following question. They have sometimes hundreds of millions or billions of people using their products and they just don’t necessarily know who they are. Giving them that insight into how they create this incredible customer database, how they understand usage patterns, and how they understand what these people want. If we can provide that insight to companies then all the CPG companies can recognize that this direct relationship will enable them to innovate at a faster pace.

    For example, what Unilever is trying to do is really say we have this tremendous distribution network but what they’ve tried to do even with Dollar Shave Club is really say, “How do we create an incredible customer database?” But the same thing is happening across Colgate or Procter & Gamble. We are partnering very heavily with Unilever as they embark on this digital transformation and understanding customer patterns and customer sentiments across the world.

    The Need to Transform is Front and Center for Every C-Level Executive, Says Adobe CEO

    Also read:

    Without AI, Real-Time Personalization Would Not Be Possible

  • Google Acquires AppSheet, Leading No-Code Development Platform

    Google Acquires AppSheet, Leading No-Code Development Platform

    Google has announced its acquisition of “AppSheet, a leading no-code application development platform used by a number of enterprises across a variety of industries.”

    Custom applications are an excellent way for businesses to meet their needs and adapt to an ever-evolving landscape. As Google points out in their post, however, not all businesses have the resources to have a large, in-house development team. No-code or low-code solutions are an excellent way to address that shortcoming and AppSheet is one of the best available.

    The platform uses a database, spreadsheet or form to build a mobile app. According to the company site, “AppSheet will automatically generate an app by using the data in your column header (i.e. the first row of your spreadsheet) as fields. These fields determine how the app captures or displays data.” Once the data is pulled in, the platform’s tools provide a way to alter how the app looks and behaves.

    “AppSheet complements Google Cloud’s strategy to reimagine the application development space with a platform that helps enterprises innovate with no-code development, workflow automation, application integration and API management as they modernize their business processes in the cloud,” wrote Amit Zavery, Google Cloud VP of Business Application Platform. “AppSheet’s ability to power a range of applications—from CRM to field inspections and personalized reporting—combined with Google Cloud’s deep expertise in key verticals, will further enable digital transformation across industries like financial services, manufacturing, retail, healthcare, communication and media & entertainment.”

    AppSheet currently works with AWS, Box, Dropbox, Office 365, Salesforce and other cloud hosted databases. Both Google’s announcement and an announcement on AppSheet’s site reassures users AppSheet will remain cross-platform.

  • Bad News For Slack: AvePoint Raises $200 Million To Help Slack Customers Migrate To Teams

    Bad News For Slack: AvePoint Raises $200 Million To Help Slack Customers Migrate To Teams

    Software company AvePoint just raised $200 million to, in part, help Slack customers migrate to Microsoft’s Teams app, according to Business Insider and the company’s press release.

    Slack has been facing increased competition from Teams, with Microsoft’s app recently doubling Slack’s user base. One of the biggest factors driving Teams’ growth has been its integration with Microsoft’s other apps and cloud solutions, such as Office 365.

    As a Microsoft Global ISV Partner, AvePoint specializes in helping companies “migrate, manage, and protect their cloud, on-premises, and hybrid environments.” Armed with the latest funding, AvePoint is planning to “accelerate its growth and investment into its channel offerings that provide managed service providers (MSPs) the tools to better migrate, manage and protect the Office 365 environments of their small and medium business clients. AvePoint aims to add more than 40,000 customers through the channel in the next two years.”

    A big part of this will be helping Slack customers migrate to Microsoft’s app. AvePoint is currently “the only scaled vendor that provides Microsoft Teams backup solutions as well as Slack to Teams migration solutions and services.”

    Slack has maintained that its users are more engaged than users of Teams or other platforms. At the same time, Slack has also been accused of being too busy and overloading its users with notifications. With the one company who can help users migrate from Slack to Teams investing even more in that endeavor, Slack will need to continue to innovate to stay in the game.

  • Digital Adoption Platform WalkMe Secures $90 Million in Funding

    Digital Adoption Platform WalkMe Secures $90 Million in Funding

    WalkMe has successfully closed another round of funding to the tune of $90 million, according to a company announcement. This round of investment was led by Vitruvian Partners, with Insight Partners also participating.

    WalkMe is a “digital adoption platform” (DAP) built on the idea that—with so many different software platforms and business processes—employees can be overwhelmed trying to learn and and use everything in their day-to-day duties. WalkMe provides a way for companies to include step-by-step guidance, using AI to anticipate employee needs and provide the necessary information and help.

    “Throughout the digital transformation journey, organizations lacking a digital adoption strategy face a costly and often losing battle. WalkMe’s DAP makes it effortless to use any software, website or app – analyzing and automating processes so users can complete tasks faster and easier, while executives can glean valuable insights from the plethora of data.”

    Mike Risman, Managing Partner of Vitruvian Partners, praised the success WalkMe has had so far, while expressing confidence in the company’s ability capitalize on its position in the market.

    “In a few short years, WalkMe has emerged as the category-defining market leader in the fast-growing Digital Adoption Solutions space,” said Mike Risman, Managing Partner of Vitruvian Partners. “We are excited to partner with WalkMe as an investor during this pivotal time of accelerated growth and global expansion as the company capitalizes on its market leadership. WalkMe helps the world’s most forward-looking enterprises deliver on their digital transformation strategy. The company’s platform delights employees with more efficient software interactions, empowers business process owners to steer and re-engineer workflows and provides analytics to help CIOs manage the complexity of the digital transformation proactively.”

    The company says it will continue to expand “into new markets, including Latin America, and will continue to invest in and rapidly scale its Digital Adoption Platform to meet growing customer demand.”

  • Salesforce Launches Single Souce of Truth | Benioff: A Computer Science Holy Grail

    Salesforce Launches Single Souce of Truth | Benioff: A Computer Science Holy Grail

    Salesforce CEO Marc Benioff says that Salesforce is now entering the fourth stage of computing, the pursuit of Single Source of Truth. The official name is Customer 360 Truth and it is a new set of capabilities that allow companies to connect, authenticate and govern customer data and identity across Salesforce. The goal is to provide a complete view and deeper understanding of every customer so that companies can deliver extremely personalized customer experiences.

    Marc Benioff, co-CEO of Salesforce, discusses Customer 360 Truth at their annual Dreamforce conference with Jim Cramer of CNBC:  

    Single Source of Truth – A Computer Science Holy Grail

    360 Truth is another amazing thing that we’re introducing here (at Dreamforce 2019) that has been the holy grail of computing. It’s what we call SSOT, the single source of truth. We’ve had three amazing waves of computing. They are stems of record, systems of engagement, and systems of intelligence including AI. We’re now entering the fourth stage of computing. It’s the pursuit of Single Source of Truth, and we’ve built that into our platform. 

    This is a computer science holy grail that we’ve been trying to put together for a long time. Now because we acquired MuleSoft and because we acquired Tableau we are closer to providing for our customers the Single Source of Truth for their customer information.

    Enables Companies To Build a Single Source of Truth

    The company describes Customer 360 Truth as a new set of data and identity services that enable companies to build a single source of truth across all of their customer relationships. They say it connects data from across sales, service, marketing, commerce and more to create a single, universal Salesforce ID for each customer.

    All of a customer’s previous interactions and shared preferences are brought together to create a complete view so companies can better serve and even predict their needs, whether addressing a customer service problem, creating a personalized marketing journey, predicting the best sales opportunities or surfacing product recommendations.

    Salesforce Launches Single Souce of Truth | Benioff: A Computer Science Holy Grail

    From the Salesforce Press Release:

    The Holy Grail of CRM: A Single Source of Truth

    Nearly 70 percent of customers say they expect connected experiences in which their preferences are known across touchpoints. However, organizational and technical complexity often gets in the way of meeting these expectations. Companies have legacy infrastructure and data silos, leading to fragmented data and fragile integrations between systems. Inconsistent methods for accessing, reconciling and activating customer data make it challenging for companies to deliver connected experiences across these systems. As a result, companies often have multiple usernames, email addresses, or purchase histories for the very same customer across different systems, and managing a customer’s consent and contact preferences across the business becomes harder as new data regulations come into play. 

    Having a source of truth—a single, trusted place that brings together all the customer data needed to deliver amazing experiences—has been the holy grail of CRM. Today Salesforce is delivering it.

    Deliver a Trusted, Personalized Customer Relationship With Customer 360 Truth

    Customer 360 Truth enhances data management across Salesforce apps and other systems, and provides instant access to consistent, reconciled customer data. Services include:

    • Customer 360 Data Manager: Delivers the ability to access, connect and resolve a customer’s data across Salesforce and other systems, using a canonical data model and a universal Salesforce ID that represents each customer. With a click-based user interface for app and data management, admins can easily establish trusted connections between data sources to prepare, match, reconcile and update the customer profile. The reconciled profile across apps enables employees to pull up relevant data at the time of need from any connected system, such as when a service agent may need to pull a list of past purchases from an order system to better assist in solving a problem.
    • Salesforce Identity for Customers: Removes friction from the login experience and enables a single, authenticated and secure relationship between a customer and all of a company’s websites, e-commerce stores, mobile apps and connected products. Instead of having separate logins and profiles that lead to disconnected experiences, customers now have one login across all of a company’s digital properties. Identity for Customers also elevates trust and compliance with a simple to use two-factor authentication. And it allows companies to obtain valuable customer insights with the ability to analyze engagement and usage with identity reporting and analytics.
    • Customer 360 Audiences: Builds unified customer profiles across known data such as email addresses and first party IDs and unknown data such as website visits and device IDs. It then creates customer segments and marketing engagement journeys from those profiles and delivers AI-powered insights, like lifetime value and likelihood to churn. Customer 360 Audiences goes beyond traditional customer data platform (CDP) capabilities and extends the power of CRM to connect customer interactions across various touchpoints — for example, a customer who was redirected from an email campaign onto the website through a service interaction — and make the profile data available in real-time to optimize the experience. 
    • Privacy and Data Governance: Enables companies to collect and respect customer data use and privacy preferences, as well as apply data classification labels to all data in Salesforce. Companies can easily understand what types of data they have, what uses of data customers have approved and how best to interact with them. These capabilities can help customers address obligations from regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), with respect to data governance and customer consent.

    Introducing the Cloud Information Model

    Salesforce Customer 360 Truth is powered by the Cloud Information Model (CIM), an open source data model that standardizes data interoperability across cloud applications. The publication of CIM is enabled by MuleSoft’s open source modeling technology, providing multiple file formats to make it easy to adopt CIM with varying applications. By easily integrating data in the cloud, developers can build new products that deliver connected and personalized customer experiences. CIM reduces the complexities of integrating data across cloud applications by providing standardized data interoperability guidelines to connect point-of-sale systems, digital marketing platforms, contact centers, CRM systems and more. Developers no longer need to spend months creating custom code. Instead, they can adopt and extend the CIM within days to create data lakes, generate analytics, train machine learning models, build a single view of the customer and more.

    Unleash the Power of Customer 360 Truth with MuleSoft Anypoint Platform

    Customer 360 Truth allows companies to connect siloed customer data sources to a single source of truth, across Salesforce apps or third-party data using MuleSoft. With MuleSoft Anypoint Platform™, organizations can easily build APIs that connect any application, data, or device to Customer 360 in an application network, creating a truly complete customer view.

    At Dreamforce, MuleSoft also announced new innovations and learning modules, empowering anyone to become an Integration Trailblazer and create connected customer experiences.

    Comments on the News

    • “Having a complete view of the customer is not a new idea, but it has been difficult to achieve. Companies have siloed data; disconnected apps; a complex, patchwork of sometimes incompatible services; and no way to connect it all,” said Patrick Stokes, EVP, Platform Shared Services, Salesforce. “Customer 360 Truth overcomes those challenges, creating a single source of truth that is the foundation for delivering smart, personalized customer experiences across every touchpoint.”
    • “In order to truly succeed with delivering a great customer experience, you have to adopt an agile platform that fosters growth and supports constant innovation,” said Rick Fuson, President and Chief Operating Officer, Pacers Sports & Entertainment. “With the Salesforce Customer 360 platform, Pacers Sports & Entertainment has real-time visibility into all aspects of our business and can operate more efficiently across channels, increase per customer loyalty and drive innovation across the organization.”
    • “Connecting customer data and managing consent is more important than ever in light of changing customer expectations and increasing regulations,” said Alan Webber, Program Vice President for Digital Strategy and Customer Experience, IDC. “As a result, companies are prioritizing data unification in ways that will lead to more loyal and valuable customer relationships. Salesforce Customer 360 Truth will help companies break down data silos and deliver the experiences customers expect.”

    Salesforce Customer 360 

    Customer 360 Truth is part of the Salesforce Customer 360, which includes industry-leading apps spanning sales, service, marketing and commerce, and across every customer touchpoint. The Customer 360 Platform is an underlying set of services and APIs including AI, blockchain, mobile, security, voice and other capabilities that allow companies to connect every customer, empower every employee, and deliver continuous innovation. Salesforce will power more than two trillion B2B and B2C transactions this year for more than 150,000 companies and millions of Trailblazers—those individuals and their organizations who are using Salesforce to drive innovation, grow their careers and transform their businesses.