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Global Payroll BPO The Future for NGA HR

Global Payroll BPO The Future for NGA HR

We had the opportunity to attend the NGA HR (formerly known as NorthgateArinso) analyst summit in Chicago. 
 

Here are my top 3 takeaways:

Clearer Positioning – For the longest time NGA struggled with positioning in the different HR markets where it operates. The one stop shop for all things HR seems like a simple message at first, but is not so trivial when you consider that NGA plays in HR Consulting, Payroll Services, HR Outsourcing and Application Management Services (the maintenance of mostly local HR systems). Then spread that across multiple partner and own products, multiple regions and it makes NGA a different vendor in each market. The overall challenge that NGA faces is that HR Consulting, that is implementation services, is undergoing a massive transformation due to the shift to SaaS. Implementation timelines, budgets and revenues are under immense pressure, very few traditional on premise implementations remain and SaaS implementation revenues are very small in comparison.

The good news a year ago was that management acknowledged the challenge, the strategy then was to partner with SaaS properties and become their respective implementation partner. Fast forward 12 months and only the partnership with SuccessFactors has been flourishing, implementation partnership ambitions with other SaaS vendors have been scaled back or stopped.

The challenge for NGA is a shrinking HR Consulting business in the short term and in the long term the deriving reduction of the Application Management Services. Maybe making a virtue out of necessity, SVP of Global Enterprise Sales Sternklar made it crystal clear (pun intended) that the future will be in HR Outsourcing, heavily global payroll focused. That’s welcome clarity that should help position NGA in many markets.


 
NGA does HR Consulting, HR Outsourcing, BPO, Application Maintenance
The 4 NGA Business Fields

Payroll Exchange live – A year ago NGA shared its ambitions around the Payroll Exchange, a software layer that allows NGA to operate global payroll customers in an efficient way. Not only does Payroll Exchange connect between NGA products (e.g. euHReka, ResourceLink and Preceda), but also to partner products (e.g. Workday Payroll, the SAP Cloud Payroll) and further 3rd party payrolls. It also gives visibility and access to payroll status and processes to customers, a very good level of transparency, especially if considering running payroll for a global employee population. Payroll Exchange is now available since January, 2 NGA customers are live and many more implementing. It is good to see NGA delivering on what it said it would deliver, now it needs to drive adoption to the platform. 

 
NGA Payroll Exchange Analytics #NGAHRSummit #BPO
A glimpse at Payroll Exchange Analytics


US targets mid-enterprise – NGA walked us through its renewed plans for the US SMB market, which the vendor calls mid-enterprise. It has pained NGA since many years that it did not have a solution for the considerable amounts of employees it needs to service in the US as part of global BPO contracts, but that by themselves were too small to warrant an individual setup of a euHReka system. So NGA has decided to use either the Workday or SuccessFactors Talent Management, partner with a local payroll provider and offer this as a mid-enterprise solution. Such an offering needs amounts of standardization, and NGA decided e.g. that paychecks would only be electronic, the language is only English etc. to share a few. Executives shared that there is substantial interest in the market, but it is too early to see customer adoption.

MyPOV

It is not the easiest of time for NGA with two (HR Consulting and Application Management Services) of its four businesses undergoing major market changes. We think the focus on global HR, complex payroll for global employee populations and deliver via BPO remains the sweet spot for NGA. The vendor has captured a signiificant share of payroll business, operating both Workday and SAP / SuccessFactors' payroll. It is good to see more focus on that business. We think NGA could be more aggressive in this market, and should start taking market share from competitors who are less committed since a few years. NGA certainly had to wait for the Payroll Exchange product to be ready, now it will be interesting to see how aggressively NGA can sell, deliver and operate global BPO.

We received a more North American update than at least year’s summit, but NGA promised to give us more insight on its business beyond North America, and more details on the roadmaps of its IP around euHReka, ResourceLink and Preceda. On the concern side NGA in under pressure to grow, and it will be key for the vendor to find those growth potentials and realize them in the next quarters. Prospects, clients, ecosystem, influencers and employees don’t want to see shrinking vendors, and frankly there is no reason for NGA not to grow – or at least maintain revenue levels.

Overall good progress for the North American region that this analyst summit was all about. But given its global capabilities and ambition, it will be good for NGA to have their global leadership present at the next analyst summit (again). Regardless we will be watching on developments, stay tuned. 


More on NGA HR:
 
  • Progress Report - NGA moves on - but in many directions - read here
  • NGA executes - but what is the ultimate positioning? Read here
Here is a quick Storify Tweet collection of the event:
 


Find more coverage on the Constellation Research website here and checkout my magazine on Flipboard
Future of Work Matrix Commerce Innovation & Product-led Growth New C-Suite Next-Generation Customer Experience Revenue & Growth Effectiveness Data to Decisions Tech Optimization AI Analytics Automation CX EX Employee Experience HCM Machine Learning ML SaaS PaaS Cloud Digital Transformation Enterprise Software Enterprise IT Leadership HR Chief People Officer Chief Customer Officer Chief Human Resources Officer

Workday to Expand Suite of Applications for Healthcare Industry - with a SCM twist

Workday to Expand Suite of Applications for Healthcare Industry - with a SCM twist

Today Workday informed the markets via a press release that it is expanding its footprint in healthcare with a functional extension that goes beyond its traditional HCM and more recent efforts in Financials, with the addition of inventory management.
So let’s take the press release apart in our usual commentary style (it can be found here):
 
PLEASANTON, CA -- (Marketwired – July 9, 2015)Workday, Inc.(NYSE: WDAY), a leader in enterprise cloud applications for finance and human resources, today announced plans to deliver a new application, Workday Inventory, as well as new features for Workday Procurement – designed to meet the supply chain management needs of healthcare providers. Combined with Workday Financial Management and Workday Human Capital Management (HCM), this new supply chain management functionality will equip healthcare providers with one system that offers visibility into talent needs, the flexibility to quickly adapt to new regulations and industry standards, and the ability to manage inventory and supplier interactions. Workday plans to design the expanded suite based on feedback from charter members of the Workday Healthcare Advisory Council, including Christiana Care Health System and Community Health Services of Georgia.
 
MyPOV – Workday extends its capabilities with Workday Inventory, tuned to the needs of the healthcare industry. Healthcare has been a strong industry for Workday before already, so this addition will help the vendor, its customer and prospects in this vertical. The Healthcare industry has some specific inventory requirements (expiry, storage requirements, access, replenishment etc.) so it is a good industry for Workday to pick as it offers enough differentiation, but then it is not a full-fledged, horizontal SCM capability.  
 
Extending the Power of One System for Healthcare Providers
Healthcare providers – such as hospital systems, academic medical centers, and long-term care groups – are faced with dramatic industry changes including widespread industry consolidation and new business models which are forcing them to rethink their talent and organizational needs. Current systems are inflexible and costly to maintain, making it difficult for them to adapt to changes, and get the insights they need to move their organizations forward. 
 
MyPOV – This is a nice way of Workday saying that many of the incumbent systems in the healthcare industry are older, not cloud based systems. This is an opportunity for Workday and competitors to replace many of these older systems, but healthcare providers don’t want to break existing integrated automation assets for the sake of modernization, so they may have well asked Workday (and others) to step up roadmap plans for Inventory / SCM.
 
With Workday, healthcare providers are already equipped with one system that:
 
  • Adapts to Change: Customers are able to navigate reform-driven changes, mergers and acquisitions, and organizational restructuring via a flexible business process framework. 

  • Delivers a Comprehensive View of Talent: With Workday, customers are able to better attract and retain talent through powerful recruiting tools, rapid onboarding, performance and talent management, and insights to help increase retention. 
  • Provides Visibility to Drive Growth: To continually drive operational efficiency and business growth in a dynamic industry, Workday offers analytics to monitor the financial performance of different business models – including new service lines such as outpatient clinics – and insights into developing talent.
 
MyPOV – This is the overall Workday value proposition. Workday is doing a good job at selling the ‘higher’ ground with its core strength of being cloud based and key HCM assets.
 
The planned introduction of Workday Inventory and new Workday Procurement features will give healthcare providers the supply chain foundation they need to:
 
  • Closely Manage Supplier Relationships: With Workday, customers will be able to manage supplier and group purchasing contracts, track inventory, and automate replenishment to reduce costs. In addition, they will be able to more clearly understand detailed supply utilization and costs to make better contracting and standardization decisions.
  • Drive Sustainable Cost Savings:  Workday will enable customers to increase compliance with standard purchasing processes such as applying requisitioning and approval controls. In addition, purchasing teams will have one centralized view of spend by category that they can monitor and analyze to identify opportunities for cost savings. Mobile access, real time analytics, and the flexibility to configure procurement practices based on an organization’s preference will also allow for quicker decision making and adaptability.
  • Effectively Manage and Cultivate Supply Chain Teams: With Workday, customers will have a comprehensive view of talent, and insights on how supply chain teams are performing against business goals. Additionally, supply chain leaders will be able to better develop their teams, measure talent utilization, and cultivate employee skills to better serve the needs of patients and clinicians.
 
MyPOV – Workday already had Procurement functionality as part of Workday Financial Management (see here), but that was more of a horizontal self-service purchasing functionality that does not need to have inventory at hand. Employees do order as they have need and contracts, approvals, budgets, suppliers etc. are managed to make it happen. For Healthcare a more capable inventory functionality is needed (see e.g. above). Again Workday does a good job at what all suite level vendors do – leverage existing automation assets to manage supplier relationships from Workday Procurement, mobile access, analytics and the whole HCM aspects for talent, goals etc.  
 
Availability
Workday plans to make Workday Inventory generally available to customers in September 2015. Healthcare-related features in both Workday Inventory and Workday Procurement are scheduled to be delivered in calendar year 2016.
 
MyPOV – Close deliver dates are always a good thing, so kudos for a fairly near availability horizon. It makes sense to deliver general capabilities before vertical ones, but interestingly the press release is bare horizontal implications, what can e.g. a non-healthcare customer / prospect of Workday expect from Workday Inventory?
 
[…]
 

Overall MyPOV

Workday keeps extending its automation portfolio capabilities. It’s another data point validating that Workday is in the game for a suite of enterprise functions, not only beyond HCM, but also HCM and Finance. It makes sense for Workday to limit functionality to specific verticals, and verticals that the vendor is strong on already, like Healthcare. It’s too early for Workday to compete in breadth and depth with full-fledged SCM / Purchasing automation vendors. So certainly a valid and viable strategy. It is also another data point that Workday plans to go to market more from a vertical approach, this press release mentioning and focusing Healthcare. That makes sense as it allows to build vertical functionality and messaging, but has product implications.
 
On the concern side it is one more investment area for Workday, no matter how small and well defined it may be. With new automation come commitments to roadmap, support, maintenance and education. Expanding into SCM also requires Workday to ramp up go to market efforts and expertise, including a partner ecosystem that is different to its existing more service industry and HCM / Finance oriented portfolio, so more investment is needed and Workday already needs to invest on many fronts. And personally I would like to see Workday to do more on HCM, but I am sure the executives in Pleasanton are keeping a watchful eye on Workday remaining competitive in that key area. And it needs to keep that functionality (very) compelling – as it keeps using it (rightfully) to get product efforts like (today’s example) off the ground.
 
But overall it is always good to see vendors grow their automation portfolios, as it creates value for customers and prospects. So congrats to Workday for moving deeper into SCM, with the addition of healthcare related inventory capability and new features for Workday Procurement. We will be watching.
 
For more closer SCM coverage, follow my colleague Guy Courtin here.  
 
And more on Workday
 
 
  • News Analysis - Workday supports UK Payroll - now speaks (British English) Payroll  - read here
  • Workday 24 - 'True' Analytics, a Vertical and more - now needs customer proof points - read here
  • First Take - Top 3 Takeaways from of Workday Rising Day 1 Keynote - The dawn of the analytics era - time to deliver Insight Apps - read here
  • Progress Report - Workday supports more cloud standard - but work remains - read here
  • Workday 22 - Recruiting and rich Workday 22 are here - read here
  • First Take - Why Workday acquired Identified - (real) Analytics matter - read here
  • Workday Update 21 - All about the user experience and some more - read here
  • Workday Update 20 - Mostly a technology release - read here
  • Takeaways from the Salesforce.com and Workday parnership - read here
  • Workday powers on - adds more to its plate - read here
  • What I would like Workday to address this Rising - read here
  • Workday Update 19 - you need to slow down to hurry up - read here
  • I am worried about... Workday - read here
 
You can find more coverage on the Constellation Research website here.
Future of Work Matrix Commerce Marketing Transformation Revenue & Growth Effectiveness Next-Generation Customer Experience Data to Decisions Digital Safety, Privacy & Cybersecurity Distillation Aftershots Tech Optimization Innovation & Product-led Growth New C-Suite workday Supply Chain Automation Cloud Digital Transformation Disruptive Technology Enterprise IT Enterprise Acceleration Enterprise Software IoT Blockchain ERP Leadership Collaboration M&A AI Analytics CX EX Employee Experience HCM Machine Learning ML SaaS PaaS HR Chief People Officer Chief Supply Chain Officer Chief Experience Officer Chief Customer Officer Chief Human Resources Officer

Constellation's Ten Most Popular Research Reports of 2015 YTD

Constellation's Ten Most Popular Research Reports of 2015 YTD

Here's a list of Constellation's most popular research reports from 2015 (Q1 & Q2)  

These reports reflect the trends that are currently resonating with our early adopter audience. Download your copies today. 

The Top 10 Research Reports of 2015 (Q1 & Q2)

The Elements of Business Architecture for Digital Transformation by R "Ray" WangElements of Business Architecture for Digital Transformation

Constellation surveyed over 200 CxOs and identified the top 10 boardroom priorities for 2015. As anticipated, digital transformation emerged as a significant boardroom topic, and market leaders and fast followers seek guidance on the elements required to support a digital business. 
This report provides key concepts and frameworks for defining the architectural design elements required for digital business disruption.

DOWNLOAD EXCERPT

 

Retail: Prepare for the IoT Revolution by Guy Courtin

Retail: Prepare for the IoT Revolution

This report identifies the benefis of the Internet of Things for retail. It examines how retailers and CPG companies should prepare an IoT investment strategy. The report includes use cases applicable for retail.

DOWNLOAD EXCERPT

 

The State of Collaboration in 2015 by Alan Lepofsky

This report explores key trends in how employees collaborate with their colleagues and customers. It examines how the tools in use today are changing and what new tools and cultural shifts will play key parts in how people get their work done. 

DOWNLOAD EXCERPT

 

9 Cloud Trends Every CXO Needs to Know in 2015 By Holger Mueller

9 Cloud Trends for 2015

The cloud has transitioned from the responsibility of the CIO to the responsibility of the entire C-suite. Consequently, all CxOs should be aware of major trends in cloud technology. This report assesses the state of the cloud market and identifies nine trends influencing cloud technology.

DOWNLOAD EXCERPT

 

Inside the Future of HCM By Holger Mueller

This report reveals seven trends influencing the future of HCM. Find out how organizations will manage their most valuable resource--their people

DOWNLOAD SNAPSHOT

 

The Five Interconnected Internet of Things Business Models By Guy Courtin5 Interconnected IoT Business Models

Constellation expects all five business models will serve different levels of maturity for IoT adoption. Each business model will play a cohesive and integrated role in an organization’s overall IoT strategy. CxOs looking at deploying the IoT should understand the technology as a means to achieving a business model shift. 

DOWNLOAD EXCERPT

 

The State of Identity Management in 2015 By Steve WilsonState of Identity Management

This report identifies six trends influencing identity management and explains how organizations should take advantage of identity trends to reevaluate their risk management strategies.

DOWNLOAD SNAPSHOT

 

The State of Marketing in 2015 by Dr. Natalie PetouhoffState of Marketing

This report identifies seven trends influencing the future of marketing, and explains how organizations should prioritize customer experience in the digital age. 

DOWNLOAD SNAPSHOT

 

Customer Data: The Missing Link to Strategic Success By R "Ray" WangCustomer Data the Missing Link to Strategic Success

Harness the power of your organization's most strategic asset with Constellation's seven-step customer data framework. This technology trends report addresses why organizations must embrace master data as a strategic asset.

DOWNLOAD SNAPSHOT

 

The State of Digital Privacy by Steve WilsonState of Digital Privacy

This report identifies the political, economic, societal, technological, environmental, and legislative trends affecting digital safety and privacy in 2015.

DOWNLOAD EXCERPT

Data to Decisions Digital Safety, Privacy & Cybersecurity Future of Work Marketing Transformation Matrix Commerce New C-Suite Next-Generation Customer Experience Tech Optimization Chief Customer Officer Chief Digital Officer Chief Executive Officer Chief Financial Officer Chief Information Officer Chief Marketing Officer Chief People Officer Chief Procurement Officer Chief Supply Chain Officer

The Future of Work: Collaboration Tools Become More Intelligent - CxOTalk

The Future of Work: Collaboration Tools Become More Intelligent - CxOTalk

On July 7th I had the honour of participating in CxOTalk with Michael Krigsman and Vala Afshar.  We discussed the role of collaboration in the Future of Work.
 

Topics included:
- The history of collaboration tools
- Struggles with adoption
- The impacts of cloud and mobile
- The roles of technology, culture and most importantly purpose
- How in the future, data will be used to provide insights that can guide us to working more effectively and efficiently
- And much more

Below is the recording of the 45 minute session.  

 

 

If you have any questions or comments I'd love to hear from you.

 

Future of Work Tech Optimization Innovation & Product-led Growth Marketing Transformation Next-Generation Customer Experience Revenue & Growth Effectiveness Data to Decisions New C-Suite Digital Safety, Privacy & Cybersecurity Chief Marketing Officer Chief People Officer Chief Revenue Officer

Want digital employees? Hire graduates, retrain existing employees

Want digital employees? Hire graduates, retrain existing employees

1

Graduates and graduate recruitment programmes have never been more important in enabling the Digital outcome for both providers and users of digital solutions in all measures. 

Rampant short term thinking in organisations has mean that many graduates were traditionally looked down upon because of “a lack of experience” and the time required for productivity factors. Certainly over the past 20 years I have noted many organisations have cut back on graduate programs, or narrowed focus.

Now we are accelerating through the digital age the tide has turned rapidly. Graduates are Digital Natives. They live act and breathe the new economy more than any jaded worker with 25 years of experience.  Social media, analytics, mobility are second nature in professional and personal capacities. Imagine the skills that the next generation of workers will have in say 10 years as they come through knowing absolutely nothing else but integrated digital functions.

Clearly this has resulted in a significant reduction in time to productivity for graduates, in fact the model may well have been turned on its heads. Arguably the existing long term employees are the ones who need to realign skills due to the time required to make them more productive.

One point, whilst the suitability of new graduates for the new economy cannot be questioned, it would be naïve to think that academia has caught up with the shifting skill base and requirements. In general it hasn’t so more transformation is required.  From a technology graduate point of view the problem becomes the choice between training a general graduate in technology, or training a technology graduate in business.

Focus Point

Graduates have never been more important, subsequently, nor has a revitalised graduate recruitment program. Focus on training will increasingly be needed to reskill older legacy workers not younger Digital Natives.


Future of Work Innovation & Product-led Growth Tech Optimization AI ML Machine Learning LLMs Agentic AI Generative AI Analytics Automation B2B B2C CX EX Employee Experience HR HCM business Marketing Metaverse developer SaaS PaaS IaaS Supply Chain Quantum Computing Growth Cloud Digital Transformation Disruptive Technology eCommerce Enterprise IT Enterprise Acceleration Enterprise Software Next Gen Apps IoT Blockchain CRM ERP Leadership finance Social Healthcare VR CCaaS UCaaS Customer Service Content Management Collaboration M&A Enterprise Service Chief People Officer Chief Digital Officer Chief Information Officer Chief Technology Officer Chief Data Officer Chief Analytics Officer Chief Information Security Officer Chief Executive Officer Chief Operating Officer

IBM Cloud makes good progress, but needs to attract more load

IBM Cloud makes good progress, but needs to attract more load

We had the opportunity to attend the analyst summit for IBM’s cloud efforts, held last week in New York at the brand new and beautiful Watson HQ at Astor Place. The event was very well attended, despite the summer season and the Friday date, showing the interest that IBM has gained in cloud matters in the analyst community. 
 
 

We learned a lot of things, tough to distill the Top 3 – but here you go:

Messaging Improvement – Discounting transcontinental travel and a hot day in New York City, I was impressed by the improved messaging by IBM executives, listening to LeBlanc, Rippert et al. It looks to me that the formation of the new Cloud Business Unit has helped, also that IBM has hired a number of key executives from the outside. So it’s no longer about speeds and feeds, but about business model change, creating differentiation for customers, enabling new business models, understanding the power and relevance of open source as a platform, and enabling enterprises to build next generation applications with a modern PaaS, Bluemix. It is still early days, but IBM can speak more about customers using this than ever before, we were walked through about a dozen customer scenarios and references as the day progressed. The good news is not only to have these customers stories, but getting uptdates about their usage of the IBM cloud product and equally learning about broader initial uptake of the IBM cloud product in new accounts. 
 
Leblanc opens the IBM Cloud Analyst Summit in NYC
LeBlanc opens the Cloud Summit

Hybrid is on the rise – We have advised, talked, presented and blogged about 2015 being the year of the rise of the hybrid cloud in terms of product enablement. And no surprise IBM is no exception, with most of Sabbah’s presentation focused on the topic. IBM plans to deliver a product (I guess for now) called the ‘Hybrid Controller’, which is tasked to combine on premise and cloud resources securely and reliably across different data centers. It is clear that IBM hears from its customer that pure public cloud is not the immediate path and desire for all of them, so for IBM to enable to play on all angles of the cloud economics spectrum, from value on traditional servers in traditional data centers, over private, to dedicated (aka managed) to public cloud is key. Being able to do this across public clouds (Amazon AWS, Microsoft Azure were logo mentioned on the slides - see below) is important for IBM to keep its position as a trusted advisor of the CIO, beyond only IBM product and brands. Finally the acquisition of BlueBox (see my News Analysis here) is a key enabler in the immediate future for IBM to enable the hybrid cloud reality.
 
The IBM Hybrid Cloud vision
The IBM Hybrid Cloud vision 
 


Bluemix more and more in the mix – It is becoming clear how essential Bluemix is for the IBM cloud strategy, and that starts with adoption. Robinson shared uptake numbers of Bluemix and given the product is only officially 1.5 years old – they are notable: Bluemix is the largest CloudFoundry deployment on record, it has over 400k users and is adding 8000 users every week. In April Bluemix logged 1B API calls, an impressive number. But IBM still wants to see even more and has put social media / community veteran Carter on the community outreach for Cloud / Bluemix. IBM is also doing well on the partner front with Twitter, CitiBank, Box, Apple and NASA, as well as very good system integrator uptake, with Accenture, CapGemini, Deloitte, EY, KPMG, PWC, TechMahindra and Wipro being mentioned.
 
IBM Bluemix traction
IBM Bluemix traction
 

MyPOV

IBM momentum keeps growing, as IBM keeps investing into datacenter locations, additional software capabilities and ecosystem building. It looks like the organization with a dedicated cloud group under LeBlanc is paying off, as the team is in place, seems to be working well together, and most importantly is focused only on the IBM cloud success.

On the concern side, IBM is the only cloud player with no ‘organic’ load. It reminds us of the 1000 SaaS properties that are in the IBM fold, but that’s not enough to reach the economics of scale that are needed to succeed long term in the cloud. When I asked LeBlanc on this, it was good to see that IBM has realized this and sees them main growth of load coming from Strategic Outsourcing deals. IBM has signed a number of those in the last quarters, but will need to push the gas pedal down even more, as traditional (hardware) competitors Cisco, Dell and HP get their cloud game (finally) together and will create more competition. But it is good to see that IBM executives are aware of the challenge and are addressing it.

Overall a good event for IBM, that is focused and investing into cloud and has some key differentiating assets over the competition, starting with more data center locations around the world, an enterprise grade PaaS product with Bluemix and attractive differentiators in cognitive computing with Watson, Analytics, BigData and Security. And last but not least IBM has access to almost all CIOs around the world, so it will be interesting to see how well IBM can leverage that going forward. We will be watching.




 
More on IBM :
 
  • Market Move - IBM gets into private cloud (services) with Blue Box acqusition - read here
  • Event Report - IBM InterConnect - IBM makes bets for the hybrid cloud - read here
  • First Take - IBM InterConnect Day #1 Keynote - BlueMix, SoftLayer and Watson - read here
  • News Analysis - IBM had a very good year in the cloud - 2015 will be key - read here
  • Event Report - IBM Insight 2014 - Is it all coming together for IBM in 2015? Or not? 
  • First Take - Top 3 Takeaways from IBM Insight Day 1 Keynote - read here
  • IBM and SAP partner for cloud - good move - read here
  • Event Report - IBM Enterprise - A lot of value for existing customers, but can IBM attract net new customers? Read here
  • Progress Report - The Mainframe is alive and kicking - but there is more in IBM STG - read here
  • News Analysis - IBM and Intel partner to make the cloud more secure - read here
  • Progress Report - IBM BigData an Analytics have a lot of potential - time to show it - read here
  • Event Report - What a difference a year makes - and off to a good start - read here
  • First Take - 3 Key Takeaways from IBM's Impact Conference - Day 1 Keynote - read here
  • Another week and another Billion - this week it's a BlueMix Paas - read here
  • First take - IBM makes Connection - introduces the TalentSuite at IBM Connect - read here
  • IBM kicks of cloud data center race in 2014 - read here
  • First Take - IBM Software Group's Analyst Insights - read here
  • Are we witnessing one of the largest cloud moves - so far? Read here
  • Why IBM acquired Softlayer - read here
Find more coverage on the Constellation Research website here and checkout my magazine on Flipboard
Tech Optimization Innovation & Product-led Growth Future of Work Data to Decisions New C-Suite Next-Generation Customer Experience IBM softlayer SaaS PaaS IaaS Cloud Digital Transformation Disruptive Technology Enterprise IT Enterprise Acceleration Enterprise Software Next Gen Apps IoT Blockchain CRM ERP CCaaS UCaaS Collaboration Enterprise Service Chief Information Officer Chief Technology Officer Chief Digital Officer Chief Data Officer Chief Analytics Officer Chief Information Security Officer Chief Executive Officer Chief Operating Officer

Time To Convert Your Social Engagement Into a Sales Funnel?

Time To Convert Your Social Engagement Into a Sales Funnel?

1
 

megaphone
We’ve all heard the analogy of social media acting like a megaphone, digitally amplifying your voice to a large crowd. While this is technically correct, amplification  no longer the end-goal of social media marketing.  Well, at least it shouldn’t be.

When we were first introduced to “Web 2.0,” marketers were excited about the fact that technology would allow two-way conversations to occur via the web (as opposed to traditional one-way broadcast messages found in print and television advertising).  Where the Internet promised a free and open platform to market yourself or your business, Web 2.0 gave everyone  – individuals, small businesses, and large businesses alike – the option to be content producers and offer real-time feedback to others’ content.

With the addition of social networks into the mix, marketers sought to take advantage of platforms where large groups congregated around ideas or associations. With a timely tweet or an inventive video, their messages could quickly go viral among those platforms and communities.  Yet, not all campaigns met with success.

Social Media Failing to Meet Expectations

Enterprising marketers understood that certain people in those communities were more likely to generate buzz and garner attention and so influence marketing re-surfaced as a “the next big thing” in social media marketing. However, it didn’t take long for businesses to realize that social media – as insanely popular as it was – was still in the early adopter stage, and digital platforms, devices, and channels were still relatively few.

Today, as more people are using the Internet and social media for longer periods of time, for more reasons, and through more devices, we’re hitting a saturation point on content; capturing people’s attention is becoming near impossible.

Using the megaphone model, where we used social media to attract and engage larger and larger communities, was a good first step in the evolution of the media for the marketing industry. Eventually, CIOs began challenging the practice by asking for bottom-line results for the investment incurred in building the communities – and the results were not to their liking. It’s not that social media and community building were not worthy investments; marketers simply did not yet understand how to close the loop.

Social Media as Microscope Instead of Megaphone

The practice of influence marketing has taught us that engaging people who can use social media as a megaphone to amplify a brand message or product recommendation may earn valuable earned media, but the positive correlation between that earned media and sales or profit are often anecdotal.

Still, now’s not the time to throw in the towel when it comes to influence marketing. The key is to stop focusing on using the medium as a megaphone and start thinking of it as a microscope.  The large communities of active fans are only valuable to a business’s bottom line if marketers, sales teams, and customer service departments can effectively data mine those groups to understand the relationship between engagement and purchase behaviors or the effect on customer life-time value.  This analysis could include:

  • define who influences actual purchase decisions instead of who simply drives brand awareness
  • use natural language processing to identify and segment who within the social community is active and what stage they are at in the customer life cycle
  • identify triggers in those engagements that propel someone to the next stage of the life cycle and use those lessons learned as a blueprint for future communication efforts
  • identify how the digital touch-points your brand has with consumers affect their impression of the brand and their likelihood to continue to purchase and/or advocate for it
  • synchronize consumer communications in social channels with sales and customer service programming so each department has a real-time view of the brand-customer relationship and is triggered to take action at the right time (this is where social relationship software comes in)

Time To Convert Your Social Engagement Into a Sales Funnel?

It really just comes down to closing the loop on the increased community engagement in which businesses have been investing  for the past ten plus years.  Traditionally, marketing teams built the sales funnel and salespeople worked on converting those leads. Closing ratios were analyzed and compared to the factors that drove the lead, the demographic of the consumers, and the campaign strategy used.  That data was used to improve the quality of the funnel.

Social media marketing should allow marketing and sales professionals to access this information and better analyze it more quickly and effectively, but too many are stuck on building and measuring the size of the community and not treating those communities like traditional sales funnels.

Sensei Debates

Can/should social media communities be managed like traditional sales funnels to be worthy of investment? Or are the earned media benefits enough? Share your point of view in the comments below.

Sam Fiorella
Feed Your Community, Not Your Ego

The post Time To Convert Your Social Engagement Into a Sales Funnel? appeared first on Sensei Marketing.

Marketing Transformation Next-Generation Customer Experience Revenue & Growth Effectiveness Chief Marketing Officer Chief People Officer Chief Revenue Officer

Apply for a SuperNova Award - Recognizing leaders in digital business

Apply for a SuperNova Award - Recognizing leaders in digital business

Constellation SuperNova Awards for leaders in digital business
Every year the Constellation SuperNova Awards recognize eight individuals for their leadership in digital business. Nominate yourself or someone you know by August 7, 2015. 

The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. 

In its fifth year, the Constellation SuperNova Awards will recognize eight individuals who demonstrate true leadership in digital business through their application and adoption of new and emerging technologies. We’re searching for leaders and teams who have innovatively applied disruptive technolgies to their business models as a means of adapting to the rapidly-changing digital business environment. Special emphasis will be given to projects that seek to redefine how the enterprise uses technology on a large scale.

We’re searching for the boldest, most transformative technology projects out there. Apply for a SuperNova Award by filling out the application here: 

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SuperNova Award Categories

5 reasons to apply for a SuperNova Award:

Timeline

  • August 7, 2015 last day for submissions
  • September 2, 2015 finalists announced and invited to Connected Enterprise.
  • September 14, 2015 voting opens to the public
  • October 2, 2015 polls close
  • November 4, 2015 Winners announced, SuperNova Awards Gala Dinner at Connected Enterprise 

Learn more about the SuperNova Awards. 

What to expect when applying for a SuperNova Award. Tips and sample application.  

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Capgemini continues the journey to becoming the innovation company

Capgemini continues the journey to becoming the innovation company

Two weeks ago I was on the road again…I know I know…. what a surprise! I can’t complain since I was home, Paris France, where Capgemini was hosting their summer analyst day at their fabulous training center (see picture). While the setting at Les Fontaine captured the tradition and history of France, the discussions with Capgemini were dominated by the theme around innovation and how Capgemini is working with leading firms across a variety of industries to infuse innovation into their every day DNA.

Not a bad place for a 2 day meeting.

Not a bad place for a 2 day meeting.

Capgemini is correct in focusing on how the digital revolution we are undergoing, will have a wide and deep impact on industries. While there were a number of examples from all the businesses they work with, the ones that caught my attention were, no surprise, around supply chain.

  • Capgemini and large European retailer discussed their thinking around an important customer centric project. At the base of this project is the need to implement a large and comprehensive CRM system. Speaking with an executive from the retailer, it was evident that they recognize the importance to create a 360-degree view of their customers. The goal being to nurture the customer experience, constantly and continually. The notion of a sequential relationship – customer has a need, customer seeks solution, customer buys product and transaction is consummated – is no longer how the retail/consumer relationship works. The retailer has identified the need to be much savvier when it comes to their consumers’ data. As they work through the technological needs, it was clear in my discussions that they are exploring new and powerful ways of leveraging the information they expect to extract from their CRM solution to better service their customers, which is really about providing an enhanced retailing experience.
  • Speaking with some of the Capgemini executives it was clear that they regard supply chain improvements as holding great opportunity. The thinking focuses on how digital is disrupting the entire supply chain, and the opportunity to target the parts that are “hidden” from the general public. Of course this is music to my ears. A wonderful example of this in action is the work Capgemini is doing with Nokia and their world class supply chain. The Finnish telecom giant has looked to Capgemini to overhaul their production and sourcing processes – to harmonize the supply chain. The work is not simply about buying a new software solution, but rather about identifying the business processes that must change and some that need to be adopted. Not a small task. But the work Capgemini is accomplishing at this level with Nokia could and should lead to more transformative projects within their supply chain – leveraging the digital transformation for future business cases.
  • The Internet of Things (IoT) and the impact it has with manufacturing. Digital manufacturing within such areas as the automotive industry was highlighted as well. Speaking with the Capgemini heads of the automotive sector, the discussion revolved around the base line use cases many companies are using IoT for: asset management, predictive maintenance and field enablement. However in my discussions around this topic we began to explore the possibility of new use cases emerging from IoT. Around greater customer experience, enhanced store utilization and new business models between manufacturer and customer. Some of which may never see the light or day, but Capgemini is clearly thinking about disruptive this technology will truly become. More importantly, Capgemini is partnering with their customer base about how to take advantage of IoT.

Following up from my meetings with Capgemini this March in Chicago, the digital disruptive theme continues to be a vital theme to what Capgemini is executing on with their customers. Their ability to continue to help their customers innovate around digital, will determine how successful Capgemini is in becoming a leading services firm in this space. Companies, from all industries, will need these types of partners as their industries become transformed and disrupted by digital changes.

We are all witness to the transformation every day – for example while in Paris with Capgemini we were subject to a strike by an traditional business, taxi drivers, against a digital disruptor Uber. We are all seeing and thinking about how each industry will be impacted by this change, companies like Capgemini are working on a valuable services partner to help navigate the journey. 

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Sentiment Analysis: The New State Of The Art

Sentiment Analysis: The New State Of The Art

How do you get to the next level of customer understanding? The July 15-16 Sentiment Analysis Symposium in New York offers an update on the latest in textual insight into consumers of products, financial services, healthcare, media, hospitality and much more.

There are three reasons why I’m looking forward to the July 15-16 Sentiment Analysis Symposium in New York. First, recent briefings on the topic by SAS and Lexalytics have stoked my interest in new and maturing uses of sentiment analysis in several vertical industries. Second, applications appears to be moving beyond the basics of tracking mentions and thumbs-up/thumbs-down sentiments. And third, the event agenda promises a bevy of real-world examples on points one and two.

On the industry front, analysis of investor sentiment by financial services has emerged as a predictor of price movement, according to Seth Grimes, organizer of the Symposium and the deepest expert I know on text analytics and natural language processing (NLP). That trend inspired a July 16 workshop session on Sentiment Analysis for Financial Markets, with notable presentations including “Financial News Analysis for Equity and Credit” and “Extracting Intent & Influence for Predictive Trading Strategies.”

Sentiment Analysis

In another industry trend in sentiment analysis, the text-analytics experts at SAS tell me that manufacturers, healthcare payers and providers, and life sciences companies are getting increasingly sophisticated about sentiment analysis. In manufacturing, for example, a leading goal is to spot and fix product problems before they snowball into huge warranty liabilities. At the Symposium, for example, an exec from manufacturer Lenovo will present on “How to Detect Pervasive Issues Early Through Voice-of-the-Customer Analytics.” A Teradata exec will present on the topic of “Mining Text to Pinpoint Customer Reactions to Products.”

In healthcare, payers and providers are tapping into (aggregated and anonymized) electronic medical records to better understand patient behaviors and correlate that with outcomes to improve practices and process efficiency, according to SAS. Presenters at next week’s Symposium will focus on social and survey sources, with presentations on “Social Media Data Mining to Inform Health Behavior Change Campaigns” and “Voice of the Patient: Deriving Insights from Patient Satisfaction Surveys.

The state of the art in sentiment analysis is moving beyond just social listening for the sake of monitoring brand, product and competitor perceptions, according to Lexalytics. (An OEM supplier to customer-sentiment specialists including Sprinklr, Spredfast, Cision and Bottlenose, Lexalytics is the company behind the Salience text-analytics engine and Semantria NLP cloud service.) In one example of this maturation, some companies are mining the text around sales leads to gain insight on requested features. This helps marketing figure out what new or existing product features to highlight to help shorten sales cycles.

Contextual understanding of language is also improving as companies develop industry-specific applications, according to both Lexalytics and SAS. (The latter is preparing the latest release of SAS Contextual Analysis, which blends machine learning with subject-matter expertise to automate both content categorization and domain-specific sentiment analysis.) For example, “denial of service” has a very specific (and not necessarily bad or good) meaning in the context of networking security. By contrast, “hard bed” and “soft bed” are both almost always negatives in the hospitality industry, whereas “perfect mattress” or “comfortable mattress” is what hotel chains like to hear in reports from vendors such as Sprinklr.

If you want to dive into the details and hear what notable companies including Bloomberg, Instagram, Lenovo, and Verizon are doing to advance the state of the art, head to next week’s Sentiment Analysis Symposium in New York.


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