An overview built from experiences running end-to-end annual programmes for organisations including Canon, Fujitsu, Oracle and Unisys. We execute end-to-end programmes, managing all activities in house (from upfront planning, initial data gathering, account profiling and online monitoring through to senior executive telemarketing, campaign execution, bid support and ROI measurement).

Create the strategic ABM frameworkObjectives, resources and process

Required researchTo fill intelligence gaps identified in phase two

Create planCombining relevant elements from the planning ‘wheel’ (opposite) with existing wider activity

ExecuteRe-use; mix-and-match channels; take the burden away from the account team; regular reporting against dashboards and action plans; keep on top of the data; don’t always push the call to action!

Review

Planning workshopAccount workshops to define priority goals per account and identify best potential activities

Themes Programme elements

A B C Activity 1 Activity 2 Activity 3

Contact 1 Sold Uncertain Good target

Contact 2 Good target No requirement Good target

Contact 3 Uncertain No requirement Sold

Contact 4 No requirement Good target No requirement

EXAMPLE CONTACT/ACTIVITY MATRIX

ACCOUNT BASED MARKETING

EXAMPLE ACTIVITIESPROCESS OVERVIEW

Individual-level profiling and data build

Regular updates, account microsites and/or targeted advertising

Real-time monitoring, with personalised reaction pieces

Personalisation of existing corporate activities

1-2-1 micro demand generation campaigns

Supporting customer events and workshops

Specific bid support and 121 meeting tools

From joint client activity to advocacy/relationship events

Company-level research, profiling and proposition selection

AWARENESS

INTELLIGENCE

SALES ENGAGEMENT

ADVOCACY

CAMPAIGNING

V

V

How can the IT department drive business

growth (with flat budgets)?

Budgets are moving to other departments yet IT is still responsible

Reduce costs without impacting quality

Deploy solutions that are homogeneous across

whole organisations yet customised locally

Make use of all the technologies

supporting new ways to work

Identify the best way to harness XaaS (SaaS, IaaS, PaaS) for my business

Achieve right-first-time decision making

Customers increasingly engage

via mobile and social

Employees demand flexible working and BYOX*

Turn customer data into actionable insight

Visualise data (including Big Data) so other teams can react profitably

Enhance the customer journey through digital services

Create and use business apps

Provide consistent access across multiple channels for enhanced effectivenessThe

challenges

How can digital services enhance business value?

What can we get out of data?

How should we respond to customers’,

suppliers’ and employees’ changing

behaviours?

How do I maximise performance?

Enable workforce effectiveness• Use mobility solutions to enable secure

transactions via tablets and smartphones

• Analyse the effectiveness of location-independent working, BYOX*, presence, workflow and collaboration tools and adjust as your business evolves

• Embrace consumerisation; manage and control it

CEOs and other business execs see technology as crucial to

their firm’s success – and for good reason. Virtually nothing

a company does today takes place without significant support from computer technology. This

emphasis on technology is putting those CIOs who empower change in the driver’s seat. But the CIO’s opportunity is about business

results enabled by technology – not the technology itself. [1]

Cloud collaboration is taking off – these services foster effective communication by bringing together real time communication such as voice, chat, video, and presence with persistent collaboration such as groups, messaging, activity streams, file editing/sharing, blogs, wikis, etc. [4]

[We will see] a surge in mobile Internet traffic, inbound and outbound. Cisco’s Visual Networking Index (VNI) forecasts compound annual growth rates (CAGR) of 78% during the next four years for mobile data/ internet traffic. [2]

Video collaboration will gain a firmer foothold in distributed

enterprises with workforces that are increasingly mobile

and international and that span multiple time zones. Video

collaboration will become the medium of choice. [2]

In 2012, the top two IT/telecom priorities were (A) implementing

or expanding network security solutions (B) providing more mobility support for employees,

customers, and business partners. Both will continue to top the list of

IT/telecom priorities in 2013. [2]

Through innovation, CIOs can help their firms win in the age of the customer – with technology at the core of competitive differentiation, CIOs and business technology organisations are in a position to empower innovation in their firms. They can do this by tracking emerging technologies that support the firm’s strategic business goals, focusing on systems of engagement, and concentrating rapid change at the edge of the technology stack. [1]

Innovate – yet manage security and risk• Explore the cloud – public, private and hybrid

• Engage directly with customers through digital marketing and two-way SMS services

• Improve information flows across your organisation

The role of the CIO – evolution or revolution?• Gather evidence to show cost-effectiveness

• Report stakeholder value to demonstrate the contribution of IT

• Engage with customers as part of the customer-facing team

How do your people actually do their work?

“CIOs can prioritise their device and app investments by walking a mile in employees’ shoes. Build a very deep marketing understanding of who your employees are and what they use technology for. Start with a simple segmentation of employees’ mobile and application requirements, so you can provision the right services on the right devices based on business outcomes, not just on intuition.” [3]

CIO: delivering globally for business_

*BYOX: bring your own device, application, data or anything else to improve your work or personal business readiness

We’re a digital services business, with a mobile heritage.

We help people do more, in and out of the office.

With us, businesses and communities can flourish in a digital world.

Build mobility into the core of your business

Create new opportunities Deliver fresh thinking

Growth – why choose O2? Support• 23m consumers • 450k businessesInnovation• Priority

Insight• Customer intelligence Performance

• O2 business is growing

Differentiation – why choose O2?Mobility• Our heritageDigital experiences • Digital, internet and data centric business

Agility• Productivity • Collaboration • Manage, Optimise & Transform

Joined Up Customer • To find new ways of attracting customers

• To improve end customer experience and drive loyalty

• To engage more effectively • To improve service deliver (better, faster, cheaper)

Joined Up Business • Our approach to help organisations by

joining up communications, IT, people

and customers. • Moving towards simplified • Infrastructures that support smarter working, and better engagement

Creativity – why choose O2?Transformation • Our story• Wayra

Creativity• Transformation funds • Think Big

Joined Up People • Improve New ways of working• Improveove collaboration and

communication • Enhancing business agility • Exploiting consumerisation • Creating a sustainable organisation

boosts productivity – up

Flexible working

30%

Managed Services drives TCO down 15%over 5 years

sees customer growth of 50%

Mobile marketing

O2: What we do

1

2

5

6

3

4

V

V

V