Nima marketing day-martech-and-tools-track-philips
- 1. The MarTech engine to support our digital transformation Perform and transform
- 2. Who are talking today? @JVDDesign linkedin.com/in/joostvandun Joost van Dun Director Experience & Conversion platforms 44y, married and 2 kids 19 years with Philips Several roles in content management, IT, product owner Henk-Jan ter Brugge Global martech strategy and business partner MEC & IT 33y, engaged and a daughter 7 years with Philips Market, business and global roles linkedin.com/in/terbrugge
- 3. The founding fathers of Philips Frederik Gerard Anton Philips, a born innovator For 130 years, we have been improving people’s lives with ground-breaking innovations
- 4. Philips has reinvented itself many times Our journey continues… Founded on innovation and entrepreneurship Expanding beyond lighting Global expansion post-WWII Diversified industrial conglomerate Strategic portfolio choices sharpening focus
- 5. Products come and go... Technologies change... But Philips is still about one thing: Creating meaningful innovation that improves people’s lives
- 6. © Koninklijke Philips N.V. How to enable Digital in a global company 70.000 employees 100+ countries
- 7. © Koninklijke Philips N.V. 2014 B C D 2015 2020 2022
- 8. © Koninklijke Philips N.V. Philips- Best of both worlds Different technology maturity and needs D2B2C
- 9. © Koninklijke Philips N.V. D2C D2B DP
- 10. © Koninklijke Philips N.V. Tribe Lead Squad Tribe Clan lead Product owner Clan
- 11. © Koninklijke Philips N.V.
- 12. © Koninklijke Philips N.V. insights are not leading product-focused Scattered
- 13. © Koninklijke Philips N.V. Customer & consumer purpose first Analytical Servant leadership Focus and dedication Digital, IT & business sense Autonomous teams Innovation Cross-functional with harmonized KPIs
- 14. © Koninklijke Philips N.V. Optimization Subscription OneIdentity Product activation AR / VR / Mixed reality Finance & Online payments Mobile platforms Product Tester Platform Search / SEO / Conversational Digital Activation Policy
- 15. © Koninklijke Philips N.V. Optimization Subscription OneIdentity Product activation AR / VR / Mixed reality Finance & Online payments Mobile platforms Product Tester Platform Search / SEO / Conversational Digital Activation Policy Marketplace
- 16. © Koninklijke Philips N.V. → Outcomes Capabilities Features and Functions Technology Measurement Gap
- 17. © Koninklijke Philips N.V. DMEC Purpose
- 18. © Koninklijke Philips N.V. • • • • • • • Scott Brinker
- 19. © Koninklijke Philips N.V. 19 Lock & Load
- 20. © Koninklijke Philips N.V.
- 21. © Koninklijke Philips N.V. Its expensive! we ROI tied to strategic planning
- 22. © Koninklijke Philips N.V. small brands to compete with larger brands
- 23. © Koninklijke Philips N.V.
- 25. © Koninklijke Philips N.V.
- 26. © Koninklijke Philips N.V.
- 27. One goal: Democratize marketing technology, true agile platform planning: Modular approach Gartner: CMO study 2020 ‘’Abandon the idea that Enterprise suites are the one and only solution. The ecosystems of integrated smaller tools are here to stay’’ - Frans Riemersma ‘’If Big Data was about a data lake, Big Ops is more about an interactive data water park’’ – Scott Brinker Best of Suite Best of Breed Increasing demand for helicopter view of how Martech fit in the processes and how to best manage them. Was a big transition Will be a bigger transition ‘Shift in preference to ‘suite’ because customer journeys need to be orchestrated across marketing, sales, and customer service’’ - Scott Brinker More open platforms with ecosystems, not closed suites behind barricades.
- 28. © Koninklijke Philips N.V. 1 2 3 4 5 • •
- 29. © Koninklijke Philips N.V. Tool lifecycle tied to paced-layer Paced-layer System of innovation System of differentiation System of record Tool life-cycle New ideas Better ideas Common ideas DP+ IT IT DP+ IT IT IT EMT EDM CEC
- 30. © Koninklijke Philips N.V. Tool lifecycle tied to paced-layer Paced-layer System of innovation System of differentiation System of record Tool life-cycle New ideas Better ideas Common ideas DP+ IT IT DP+ IT IT IT EMT EDM CEC
- 31. © Koninklijke Philips N.V. Measurement important to drive for impact • • • • • • • • • • • • • • • Outcomes Capabilities Features and Functions Technology
- 32. © Koninklijke Philips N.V. MarTech Process
- 33. © Koninklijke Philips N.V. different pace use the same road
- 34. © Koninklijke Philips N.V. takeaways Tools + People + Process 4 AND 2 Look at centralization AND decentralization 1 Cost center → Revenue driver 3
- 35. © Koninklijke Philips N.V. Q&A