The future of your strategy lies in the pastSometimes to look forward, you need to look back

Elliot ReubenPrincipal Business Consultant, Marketing Cloud EMEAereuben@salesforce.com@TheEndOfTheDay

Hello, I’m Elliot

2013 • 2014 • 2015 2008 • 2009 • 20102011 • 2012 • 2013

2014 • 2015

2011 • 2012 2013 • 2014

2015

Most innovative

companies in the world

20KFY16 Employees

Salesforce: 4th Largest Enterprise Software Company in the World This Year

4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.”

$ 6.67BFY16 annual revenue

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Client

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The Age of the Customer Everything and everyone

is connected

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90%

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Force.com

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Your company

of customer data has been analysed1< % 77%

of customers are not engaged with companies

The Customer GapYour customers

IoT

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Mobile

Cloud

Does it all need analysing?

Strategy without tactics is the slowest route to victory…

“…tactics without

strategy is the noise before defeat.

”Sun Tzu 孫子

The future of your strategy lies in the past

There is a secret to successful technologies and platforms

If it enables existing human needs, desires and behaviour, it’s more likely to work.

(Human behaviour & desires do not change much at all.)

A letter home, 1889

The Facebook status update, 1892

Twitter, 1920s London

Flickr if it’s your house, Snapchat if you’re visiting

The desires haven’t changed…

…but the technology has

The evolution of CRM systems 1890-1950

The tools may be different but it feels just the same

(but your customers are the complete opposite)

YOU CAN’T

MANAGE“

WHAT YOU DON’T

”

W.EDWARDSDEMING

MEASURE.

“YOU CAN’T MANAGE WHAT YOU DON’TMEASURE” IS A MAXIM THAT IS TAUGHT AND BELIEVED BY MANY IN BOTH THEBUSINESS AND EDUCATION SECTORS.BUT IN FACT THE PHRASE IS RIDICULOUS ~SOMETHING SAID BY PEOPLE WHO AREUNAWARE OF HOW MUCH IS HIDDEN.

A LARGE PORTION OF WHAT WE MANAGECAN’T BE MEASURED, AND NOT REALISINGTHIS HAS UNINTENDED CONSEQUENCES.

“

”EDCATMULL

Which brings us back to Bill.

If he was good at his job, he knew a lot about a lot of people.

But he chose what he used carefully.

So what’s the answer?

Think: what am I trying to do here?

Remember what strategy actually is

Infrastructure everywhere – you don’t know what will be relevant in the future

Understand people – data and humanity are like yin and yang

Know your history and humanity alike

Or, more simply….

Be. More. Human.

thank y u@TheEndOfTheDay