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Nordic Partner Day
15 October, 2014
Integrated Marketing - Establishing proof points and
creating a context for marketing
Erika Vereby & Niclas Wigh
Who is who in the zoo?
Agenda
• What is integrated marketing – “The formula”
• Why integrated marketing
• CFO focus a concrete example
• Result
• Next step
Surveys and Thought Leaders Stress WHY is it important?
+
Customer Cases Proofpoints that a business challenge can be solved
+
App Seeing is believing!
=
Pipeline and Closed Won
Integrated marketing - the formula
Focus Industries & Functions 2014
Retail Manufacturing Public
Health
Services Municipalities
Government
Wholesales Production
CPG
Reporting
Working Capital
management
Call Centers
Sales management
Sales & Marketing Supply Chain CFO Procurement
Customer oriented
Sustainable supply
Contractual Fidelity
CFO
Why Integrated Marketing?
QlikTalk
Webinar
Customer Case
Webinar2
Webinar3
3rd part event
Level of impact
Time
Findings in survey: ”Tidstjuvar i bokslutet”
How many overtime hours does your
department have in relation to
monthly financial closure
What is the biggest challenge in the financial
closure for your department
Integrated marketing CFO focus
Customer success stories
FEB and MAY - Controller Heroeswebinars
AUG - Email campaign
JULY - Article in CFO World
MAY - CFO live
JAN - Report Tidstjuvar i bokslutet
Jan 2013 Oct 2013
…continued during 2014
SEPT - LinkedIN ad
SEPT - Controller report webinar
MAY - Controller Report
MAY - CFO World
MARCH - QlikTalk Ekan
FEB - Controller Heroes webinar 3
Report – How controllers at leading Swedish
companies work with information, analysis and
decision making.
Background and objective
After ”Tidstjuvar i bokslutet” we wanted to get a even deeper understanding
of the customers challenges.
Analysis and decision making is highly relevent topic for controllers of today.
Continue to support our NAMs in the enterprise sector.
Companies that participated:
SEB, Scania, Volvo, Skanska, H&M, Ericsson,Telia, Nordea,ICA,
SKF, NCC, Securitas, Sandvik, Electrolux, ABB, AtlasCopco,
Handelsbanken, SAS, SJ, AlfaLaval and SAAB
The role of the Controller
6%
42%
36%
3% 10%
3%
Most important role
Make sure financial info is correct
Business partner to line managers
Provide support for decisions
Report results
Drive business and organisationdevelopment
Other
The role of the Controller
26%
58%
13%
3%
Part of working time they spend on what they think is most important.
0-25%
26-50%
51-75%
76-100%
67% can not do analysis in the way they want without
process the accessible data first.
71% consider their organisation good at decision making
28% use 7 or more different systems daily to access data
1/3 of the controllers spend 40 hours/month to secure that the
information is correct and move it and only 20 hours/month to
analyze it and draw conclusions about the business.
“Worst case scenario is late changes in sales data. Then
I need to update that info in 7 different systems.”
“The problem is perhaps not the quality of the
decisions, or the data, as that we are reacting on
wrong things and analyze too much historical data.”
”Sometimes it has shown that we got all necessary
information but did not succeed in using it in the right
way. We did not manage to analyse or explain it.”
21%
4%
32%
25%
11%
7%
Increased costs due to baddecisions
Decreased revenue due to baddescisions
Slow decision processes/difficultiesto make decisions due to lack ofrelevant information
Increased risk in business decisions
Difficulities interacting crossdivisions due to lack of commondefintions/work processes
Other
Consequenses of poor work with information/data
Key findings
• The controllers do not spend time on what they
consider to be the most important things.
• It is the working processes around the data and
presenting the data that is the challenge rather
than the data itself.
Results so far
251 clicks but reached
day budget 6-7 times
44 people downloaded
the report so far.
Webinar
125 registered
84 attended
Conclusions
• Right messaging and presistance
• It opens up doors to companies in the enterprise
sector.
• Creates airtime for sales and BDRs
• ”The formula”
Creating
the Qlik Buzz Together
Next step…
Thank you