Monday, November 26, 2018

A Deep Dive Interview with Marketing Expert Chandar Pattabhiram, CMO of Coupa Software

In this interview Coupa Software’s CMO, Chandar Pattabhiram, shares his thoughts on marketing strategies, frameworks and insights.  He then looks into the future and provides his thoughts and predictions for the future of marketing.  Enjoy!

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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Tuesday, November 20, 2018

Deep Dive with SAP Ariba's GM and SVP, Patrick McCarthy

In this episode, we take a deep dive with Patrick into the world’s largest business network and marketplace. We explore the value of digital transformation, cloud-based procurement, standardizing processes around sourcing, supply chains, payments, contract negotiations, compliance and much more. We then discuss the power of networks and explore SAP’s strategies for marketing and selling SAP Ariba. I find this subject fascinating and hope you will too.



Watch more interviews on www.Regalix.TV

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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Monday, October 29, 2018

The Power of Influencer Marketing in B2B

When many of us hear the term "Influencer Marketing" we immediately think of B2C examples involving celebrities on Instagram with exaggerated appendages hawking wares, but what about influencer marketing in a B2B context?  I've recently had the privilege of learning from and interviewing many experts on the matter - including the Global Head of Influencer Marketing at SAP, Ursula Ringham.  Influencer marketing is about showing that other credible people, outside of your company, have similar views of the world.

Influencer marketing in B2B often involves a company reaching out to associate themselves with a recognized person in an industry or market that has a high level of credibility, respect and positive influence.  Astute companies surround their brands and messaging with influencers that share similar views.

Influencers are not just important in a marketing context, but companies have long chose influencers to join their board of directors, and/or become company advisors, because of the credibility that travels with them. 

Employing influencer marketing is often far more subtle than found in the B2C arena.  Often an influencer simply shares a similar view of industry trends, company values and required strategies.  For example, the bestselling author Nir Eyal was recently invited to speak at SAP's CX Live 2018 conference in Barcelona.  Nir advocates purposefully designing products to be habit forming - his book is titled Hooked: How to Build Habit-Forming Products.  I doubt he has any experience or interest in using SAP's enterprise software or cloud solutions, but Nir and SAP both share an interest in creating great customer experiences.

Influencer marketing can be used to bring credibility to many different things:
  • Companies
  • Leadership teams
  • Business plans
  • Projects
  • Initiatives
  • Products
  • Product direction
  • Specific innovations
  • Methodologies
  • Technologies
  • Strategies
  • Values
  • Brands
  • Business model
  • View of the future
  • Events
I spent several years working for the large consulting company, Cognizant.  I worked in their think tank, the Center for the Future of Work.  The purpose of the Center for the Future of Work was to bring credibility to Cognizant's view of the world, the future, emerging business trends,  strategies, etc.  They recruited a team of influential technology analysts, academics, authors and speakers to be influencers on their team. 

Regalix.tv
In Cognizant's Center for the Future of Work, we found the more customers and prospects would read the books our group members published, the research reports we wrote, and videos we filmed, the more Cognizant's credibility as a digital transformation thought leader increased and we closed more business.  It was a great market and branding success for Cognizant with a multi-billion dollar ROI.

Today at Regalix, where I serve as SVP of Solution Strategies, we also believe and invest in influencer marketing.  In fact, we have even invested in a specialized influencer marketing platform for sharing thought leadership videos, and the insightful opinions of industry influencers in a manner that maximizes its presentation, flexibility and social media reach.  I will share more about Regalix.tv soon.

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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Wednesday, October 17, 2018

A Deep Dive into Influencer Marketing and Strategies with SAP's Ursula Ringham

In this interview I recorded with SAP's Ursula Ringham, she shares her insights and experiences operating in one of the largest and most sophisticated influencer marketing organizations anywhere. She details SAP’s thinking around influencer marketing and how it operates. If you are a marketer wanting to organize an influencer marketing effort, this interview is for you.

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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Deep Dive into Identity Verification in the Digital Economy with Socure's CEO Tom Thimot

This is a great deep dive interview with the brilliant CEO of Socure, Tom Thimot.  We dig into how digital transformation and digital commerce makes it mandatory to authenticate humans in order to conduct business on digital platforms.


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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Tuesday, October 16, 2018

Interview with Patrick McCarthy, SVP and GM of SAP Ariba - World's Largest Business Network

In this episode, we take a deep dive into the world’s largest business network and marketplace. We explore the value of digital transformation, cloud based procurement, standardizing processes around sourcing, supply chains, payments, contract negotiations, compliance and much more. We then discuss the power of networks and how the larger the network the larger the value.  We then get tactical and explore SAP’s strategies for marketing and selling SAP Ariba. I find this subject fascinating and hope you will too! Enjoy!

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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Thursday, September 06, 2018

A Deep Dive into the Current State of Enterprise Mobility with MobileIron's Chief Marketing and Strategy Officer, Ojas Rege

In this episode, I am honored to interview and learn from veteran enterprise mobility expert and Chief Marketing and Strategy Officer for MobileIron, Ojas Rege.  We take a deep dive into the history of enterprise mobility, the current state, and where we think enterprise mobility and “unified end-point management” is going in the future.  Enjoy!


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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Wednesday, September 05, 2018

Digital and Marketing Leadership: Robin Matlock, CMO of VMware on Marketing and Branding Strategies and the Role of Social Responsibility

In this episode I have the privilege of sitting down with the brilliant and very busy CMO of VMware, Robin Matlock, at VMworld 2018, and taking a deep dive into marketing strategies, branding and the role companies should play in  serving the greater good.  Enjoy!



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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Tuesday, September 04, 2018

A Deep Dive into the State of Video and Web Conferencing with Zoom President Dave Berman

In this episode we review the history of web and video conferencing with the president of Zoom, Dave Berman.  We explore how the new generation impacts management, sales, marketing, internal and external communications, and why it should be an important component of every company’s digital transformation strategy.



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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Wednesday, August 15, 2018

Insights and Strategy from SAP's VP of Web Marketing Gail Moody-Byrd

Kevin Benedict and Gail Moody-Byrd
Kevin: Thanks for joining us today Gail!  Let’s talk about your title, Vice President and Head of Web Marketing at SAP.  What do you get to do in this role?

Gail: It’s really an interesting new role. It was created to do a couple of things. SAP.com, the website, is going through a transformation and we are moving from a site that largely generated awareness and shared information, to a site that drives business value. The team that works for me does a couple of things. We manage the web pages for products and industries, and now we are responsible for the performance of the website. How are the pages performing? How are they connecting with our visitors? We are making sure that every interaction is a good one.

We are giving website visitors a lot of opportunities, through chat and other things, to engage with the site.  We are also making sure that the hand-off from the website to the sales team is clean, clear and effective, and the leads they are getting are qualified and really interested. It’s an exciting time.

Kevin: Is the relationship between marketing and sales changing today?

Gail: Yes, today we are now part of the sales engine and technology. They (sales) are backward integrating into us (marketing) and we’re integrating forward into the sales. We are using all the technology that the SAP C/4Hana Suite has to make sure that we’re an integral part of the sales process.

In the past, sales didn’t think that the website was really that important [to making sales]. It was more of a showcase for customer references, but not really a place to do business. We are changing that.

Monday, July 30, 2018

An Interview with SAP's Futurist Tom Raftery

In this episode, filmed at SAP’s SAPPHIRENOW 2018 conference, I have the opportunity to sit down with SAP’s Futurist Tom Raftery, and discuss the impact of artificial intelligence today and in the future.  Spoiler alert – data from thousands of different sources gets transformed into intelligence giving leaders the ability to improve and find competitive advantages in many new areas.  Enjoy!

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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Tuesday, July 24, 2018

The Latest Developments and Trends in AI with Microsoft's Global Strategist Nigel Willson

In this episode recorded in London at the CIO WaterCooler Live event, I interview my friend and digital expert Nigel Willson, who is a Global Strategist at Microsoft. We explore the state of artificial intelligence, machine learning, chatbots and much more. We then ponder the AI chasm. The chasm between talking about AI, and actually doing something meaningful with it. Enjoy!


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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Monday, July 23, 2018

Microsoft's Challenges with Digital Transformation - An Interview with Jim DuBois, Former Microsoft CIO

I recently had the privilege of interviewing Jim DuBois, former CIO of Microsoft, in London, UK at the CIO WaterCooler Live event.  In this interview we explore the challenges Microsoft faced in their digital transformation efforts moving from on premise software to a cloud focused organization.  We also dig into the meaning and importance of operating in an agile environment. Enjoy!



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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Tuesday, July 17, 2018

Digital Transformation in Marketing with SAP's CMO of Customer Experience Kevin Cochrane

I am excited to share my interview with Kevin Cochrane, SAP’s CMO of Customer Experience.  SAP, as one of the largest global technology companies, has been in the midst of an impressive level of digital transformation in sales, marketing and customer experiences.  They have been deeply involved in supporting GDPR (global data protection regulation), focused on improving personalized customer experiences, and developing new brands and products (C/4Hana) to support digital commerce, sales, marketing and customer services all while helping them develop a more intelligent enterprise.  Enjoy!


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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Wednesday, July 11, 2018

My Interview with Maggie Buggie, SVP, Global Head of SAP Leonardo Services

In this episode I have the honor of interviewing SAP’s SVP, Global Head of SAP Leonardo Services, Maggie Buggie, in SAP’s offices just outside of Heathrow Airport on the outskirts of London.   Maggie discusses how SAP works with customers to first understand their business objectives before ever talking about the power of an intelligent enterprise, and how SAP’s Leonardo services could offer value.  Intelligence must have a focus and a goal to provide value.

SAP’s Leonardo Services focus on helping customers adopt an intelligent enterprise, being successful with their projects, and enabling the SAP ecosystem and their customers to be successful.  Enjoy!


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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Sunday, July 08, 2018

My Interview with Mark Lister, Chief Digital Officer, and Peter Rogers, EVP of Ness Digital Engineering

In this episode recorded in London, I have the privilege of interviewing both Mark Lister the Chief Digital Officer, and Peter Rogers the EVP of Ness Digital Engineering.  We discuss how Ness, as a services company, has digitally transformed to meet changing customer expectations, and what trends they are hearing from their global clients.  Enjoy!
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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Friday, June 29, 2018

Digital Expert Interviews: Ian Bresnahan, CEO Itential on Digital Transformation in Networking

In this episode, I have the privilege of interviewing the co-founder and CEO of Itential, Ian Bresnahan, on the role of networks in helping and/or hindering digital transformation initiatives.  Digital transformation is often closely related to making a company more agile – able to act and react to changing customer and market requirements quickly.  Networks are what connects all the different systems and processes together, so having the ability to quickly change systems and processes utilizing networks takes special planning, solutions and strategies.   I found this topic fascinating and am sure you will to.



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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Thursday, June 28, 2018

Digital Expert Series: Innovations in Sound, Sensor and AI Technologies

In this episode of the Digital Expert Series, I interview Sebastien Christian, a brilliant innovator, inventor, entrepreneur and founder of Otosense, a company that was acquired by Analog Devices a few weeks ago.  Otosense has a team of physicists and engineers, that work together to develop the most advanced sound recognition software engines.  They are also an infrastructure software company offering a deep-learning based sound recognition software platform that enables enterprise customers to build value through sound intelligence.
I was fascinated by our discussion and hope you will be to.

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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Friday, June 15, 2018

Digital and Marketing Leadership: Tibco's Richard Mendis

In this episode, I continuously call Richard Mendis the Head of Product Management, when he is really the Head of Portfolio Product Marketing at Tibco, but even with my mistakes this is a terrific interview.  Richard shares what digital transformation really looks like inside an organization.  He identifies where obstacles are in a typical IT environment that limits a company’s ability to change and to achieve agility, then shares how those limitations can be overcome.  Plus, he shares his insights on marketing.  Enjoy!


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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Friday, June 01, 2018

Digital and Marketing Leadership: SAP Hybris' Global VP, Strategy and Solution Management, Jackie Palmer

In this episode we discuss digital marketing strategy and SAP Hybris with Jackie Palmer, Global VP, Strategy and Solution Management at SAP.  If you are not familiar with SAP Hybris, it is SAP’s platform for customer engagement and commerce that includes five distinct areas: marketing, sales automation, customer service, commerce/e-commerce and customer data cloud.  Enjoy!


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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Digital and Marketing Leadership: SAP's CDMO Mika Yamamoto

In this episode, I have the privilege of interviewing SAP’s Chief Digital Marketing Officer, Mika Yamamoto about SAP’s marketing strategies.  We discuss why SAP decided to separate the CDMO role from CMO, and what each of their responsibilities are.   Spoiler Alert – The CMO watches after the SAP brand and aims to make it a top-10 global brand, while the CDMO focuses on demand generation and customer retention.  We also explore how SAP supports the EU requirements for GDPR, the global data protection regulation, and how it can actually be turned into a competitive advantage.  Enjoy!


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Kevin Benedict
SVP Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Friday, May 18, 2018

Digital and Marketing Leadership: Sophie Vu, CMO, Vibes

In this episode, I interview mobile marketing expert and Vibes CMO Sophie Vu. Vibes has been a critical part of the core international mobile network infrastructure for decades, but did you know they provide all kinds of interesting mobile marketing apps, platforms and tools for marketers?  Watch this episode to learn how this rapidly developing market is evolving, and also learn what it's like to be a CMO in this environment.  Enjoy!


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Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Wednesday, May 16, 2018

Digital and Marketing Leadership Series: Efrat Ravid, CMO ContentSquare

In this episode we dig deep into website analytics and customer journeys with digital marketing expert and CMO Efrat Ravid.  We explore the topics of romance in France, website habits in Germany, how to use activity-based analytics to help businesses understand exactly what content is working and effective, plus much more. This interview is valuable to any digital/website marketing leader or practitioner.  Enjoy!


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Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Thursday, April 26, 2018

My Interview with Digital, AI and Marketing Expert Chris Willis, CMO @Acrolinx

In this episode, Acrolinx CMO, digital, AI and marketing expert Chris Willis, walks us through the use of artificial intelligence to ensure marketing, brand and message clarity and consistency.  Their platform “learns” content strategy, and makes it actionable across your enterprise. They deliver a comprehensive view of content quality, while monitoring key metrics and fine-tuning guidance with AI.

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Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Thursday, April 19, 2018

Digital Expert Interviews: SAP's VP of Influencer Marketing, Jim Dever

In this episode I interview Jim Dever, SAP’s VP of Influencer Marketing, and learn how influencer programs work, the value SAP receives from them and the key strategies and tactics behind influencer marketing.  Enjoy!


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Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Friday, April 13, 2018

My Interview with Digital Marketer, Account Based Marketing Expert and Terminus Co-Founder Sangram Vajre

Sangram Vajre
This transcript was edited for readability.  The original video recorded interview can be watched here.
Hello, I’m Kevin Benedict, Senior Vice President of Solutions Strategy here at Regalix, and I want to thank all of you for joining this Digital Expert Interview series. I’m just thrilled to have as my guest today, Sangram Vajre. Sangram, thanks for joining us.
Thanks for having me, Kevin. I’m excited.
Sangram is the co-founder and chief evangelist of Terminus. Why don’t you tell us about Terminus?
We started Terminus in 2014. We thought that something was wrong with the way marketing and sales worked. Forrester came out with this research around 2014 that reported less than 1% of leads turn into customers. Thinking about that, there’s something fundamentally wrong with the way B2B marketing and sales is working if only 1%, or less than 1% is turning into customers.
We are on a mission to build the best-in-class account-based marketing (ABM) platform and community to help B2B marketers be heroes in their organization. That’s our mission statement.
Our platform connects with Salesforce and LinkedIn and you can literally say say here is a list of companies I want to go after. Here are the types of people, and the roles we want to go after. We’ll help you advertise to them across mobile, LinkedIn, web and videos. It will also give you analytics at the account level. You can answer the question, the age old question, “Where’s my money going?” We can also help you understand which accounts are spending what money.

Tuesday, April 10, 2018

Digital and Account Based Marketing Expert Interview with Terminus' Co-Founder Sangram Vajre

In this episode we dive into the strategies, tactics and digital technologies involved with account based marketing (ABM) – one of the hottest trends in marketing. We learn how ABM evolved, how it is different from traditional marketing, plus the impact it is having on sales and customers’ experiences today.  This information is not just important to marketers and revenue officers, CIOs and CDOs are now supporting and responsible for digital customer and prospect interactions so this information is important to all leaders.

Even before a prospect becomes a customer, they are evaluating vendors based upon the quality of their experiences.  ABM is about using data, digital technologies, analytics and personalization to provide the best possible experiences for a prospect during their path-to-purchase journey.  It is also, of course, about sales teams being more effective at closing deals.  Enjoy!



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Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Tuesday, April 03, 2018

Data, Competition and the Evolution of Product Identity

Digital Identities
Everyone is talking about the massive volumes of new data available to businesses as a result of digitizing  just about everything, but I believe we are just getting started.   Every business process, piece of equipment, building, product, customer if they don’t already, will have a digital twin – a unique digital identity.  This digital identity is necessary because traditional relationships between manufacturers, brands, products and consumers is rapidly changing?  A business’ recognition and response to these digital identities will determine whether they will be digital winners or losers.

Today, everything is generating data – websites, smartphones and apps, vehicles, manufacturing processes, home automation systems, smart cities, etc.  However, as much as technology enthusiasts like me talk and write about digital transformation, many products and processes still remain analog, but that’s changing.

It seems every week we read about another retail chain filing bankruptcy or administration.  The struggles retailers are having today are significantly impacting their suppliers – the manufactures.  Think about the problems toy manufacturers are facing!  All the largest toy retailers are gone.  How then do toy manufacturers sell toys to consumers without the retailers?  The answer is manufacturers must get to know, and better communicate with their end customer.  That doesn’t mean removing retailers from the mix, but rather a changing of roles and responsibilities.  Manufactures need to take on more of the responsibility of promoting their products and directing buyers to locations where they can purchase their products.

Products, and data about them, can generate an incredible amount of value if they have unique digital identities and are tracked and traced as the following example demonstrates.  This list, of major steps in a typical product lifecycle, summarizes where data could be generated as a result of having a unique digital identity, tracked and shared.
  1. Design – a new type of product is designed, diagrammed and patented in a digital format
  2. Source – capture data about materials, ingredients, sustainability data
  3. Digital press releases, marketing and training material are all tracked for location, use and effectiveness and associated with the unique digital identity
  4. Manufacture – When, where made, batch, production line, packaging components
  5. Distribute – logistics details, stock location and quantity, 3rd party logistics (3PL) performance
  6. Retail – Which store, shopper engagement, product authenticity
  7. Consume – who, when, where, consumer patterns, consumption data
  8. Operate – live usage data, proactive data monitoring, replenishment, subscriptions
  9. Recycle – where recycled, sustainability data, change of ownership
  10. Responsibly disposed – how were the components disposed, when, where, how
  11. Patent protection – monitor business terms for use, and any violations
All of the major steps in a product lifecycle, if the product has a unique digital identity, can be tracked, documented, archived and shared to generate value.   In fact, apps, new business ventures, products, services and business models can all be created based on the data.

Let’s now walk through a product lifecycle scenario together.
  1. You develop a new innovative type of automotive battery.  You give each battery a unique digital identity.  The digital identity is associated with its design and patent.  It comes with an embedded sensor.
  2. You issue press releases, produce product information and training materials in digital formats that can report their use and effectiveness.  Resellers are trained, tested and certified all online.
  3. All the materials used in the battery are identified, tracked and documented including their source, ingredients and sustainability data.  This information can be used to be compliant to regulations, and in marketing and educational material to attract buyers and to create brand loyalty.
  4. The battery is manufactured in Lexington, KY USA.  All the information concerning when and where it was made, the batch, production line and packaging components are documented and tracked for quality and safety.  All the steps that were taken to make the process sustainable can be reported and shared and have marketing and loyalty value.
  5. The batteries are distributed to automotive parts stores, and the inventory levels and locations are documented and tracked from factory to retail stores.  These inventories can show up on Google Location search, Paid search and Inventory searches for all locations.  The manufacturer did not wait for resellers to effectively load their products, digital content and update their inventory amounts, rather the battery manufacturer did it – it was that important.
  6. Some retail stores allowed battery inventory levels to be monitored by the manufacturer for replenishment purposes, product and brand authenticity, sales levels, pricing and marketing campaign effectiveness.
  7. The consumer is encouraged to register the battery with the manufacturer.  They are rewarded with special performance guarantees.  The data is now monitored – who bought it, for what purpose, when, how is it working, is the customer happy, etc.
  8. The product is monitored in real-time for quality and performance.  Any recognized issues are noted, the user is alerted and issues are tracked and resolved proactively.
  9. When the battery’s lifecycle has been completed, the battery is delivered and registered at a recycling location.  The battery ownership changes to the recycling service provider.
  10.  The battery components that no longer have value, or are too dangerous to reuse, are disposed according to regulations.  The details of when, how and where are documented and reported.
  11. Even after the product lifecycle is complete, the design and patent may live on.  These must be tracked and protected to extend the product’s value.
The above scenario, although fictitious, describes real capabilities, real processes and active trends.  Consumers want to do business with companies that are transparent and can guarantee and document how they do business.  They want proof that their vendors source and operate legally, ethically and sustainably.  They want to better understand their products and have a reason for buying them.  Manufacturers in turn want a closer relationship with their end customers.  They want to know who has their products, how they are being used, and how they can support their customers better to increase brand loyalty.  These desires mean both parties are looking for more data.

Companies that cannot capture accurate data and report effectively on their products and product lifecycles are blind, and will be unable to respond to these trends and the desires of their customers.

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Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

AI and Marketing Mix Modeling

In the course of my research on the impact of artificial intelligence on sales, marketing and customer experiences, I have been learning about Marketing Mix Modeling (MMM).  If you are not familiar with it, here is a quick description from our friends at Wikipedia.
"Marketing mix modeling (MMM) is a way to optimize advertising mix (where money is spent on advertising) and promotional tactics with respect to sales revenue or profit.  It is an analytical approach that uses historic information, such as syndicated point-of-sale data and companies’ internal data, to quantify the sales impact of various marketing activities." 
As I dug deeper into MMM I saw both the value and the complexity involved.  However, my liberal arts degree, in no way prepared me for it.

The ideas and concepts around MMM have been used in the CPG (consumer packaged goods) industry for decades, but little outside of that industry.  The reason - it required massive volumes of data and greater computing power than was available at an affordable price.  Today, however, with digital transformation, increasing numbers of digital customer interactions, the abundance of data, algorithms, analytics dashboards, artificial intelligence and everything-as-a-service, MMM is rapidly expanding.

Tuesday, March 27, 2018

Digital Expert Interviews: VMware's CMO Robin Matlock

In this series we have spoken with a lot of different experts on the impact of digital transformation on enterprises and industries – usually from a  backend IT system perspective. In this episode, however, we dig deep into the impact of digital transformation on marketing with VMware’s Chief Marketing Officer, Robin Matlock.  She shares her insights on how VMware embraces digital transformation, how marketing in general is impacted and how she approaches her job as CMO.  Enjoy!
Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Thursday, March 15, 2018

Next Gen Digital Transformation Shakes Things Up Again!

What if you could closely measure your retail competitor’s in-store sales every day?  What if you could be alerted when competitors were increasing or decreasing production at different factories or ordering more materials?  Would that be valuable?  If it were possible, how would it change your strategies and the way you operated?

Intelligence capabilities that in the past were available only to nation-states are now available to commercial organizations through services provided by companies like Orbital Insight.  They partner with a wide range of satellite and other geospatial data collection companies to aggregate and analyze data, using artificial intelligence and data science to provide near-real-time insights. One of their products monitors over 260,000 retail parking lots from space. They use artificial intelligence to count and measure the number of cars in the lots and analyze time sequences to understand how the number of cars fluctuates over time.  This helps them understand if sales are increasing or decreasing in a particular location.  Isn’t that crazy to think about?  But think about it we should.  This is the next generation of business intelligence.  Put on your James Bond suit or dress, order a drink, and prepare for the next generation of digital transformation.

Satellite imagery can also help monitor fleets of trucks, warehouse activities, crops, plant health, highway traffic, construction projects and activities, oil field operations and oil storage levels, mines, logging, shipping and much more.  It’s important for business leaders to understand what is possible today, and what is being used by other digitally-mature competitors.  Intelligence gathering and analysis methodologies first developed by military and intelligence agencies, such as activity-based analysis and patterns of life analysis, will soon be critical skills for businesses.

All of these capabilities are being productized and/or offered as subscription services.  What makes it possible?  The commercialization of space as a result of massive numbers of new satellites being launched, producing massive volumes of new data, transmitted across incredibly fast wireless networks and then analyzed and interpreted by artificial intelligence.

It is also important to know that satellites support many different types of sensors.  They can include infrared thermal sensors to detect different heat signatures.  They may include hyperspectral sensors to detect different minerals, terrestrial vegetation and man-made materials.  Each new generation of satellite includes new types of sensors capable of collecting new forms of data.

The real insight here is the way combinations of newly-available data sources plus artificial intelligence will make possible new and additional waves of digital transformation.  Digital transformation is most certainly a journey not a destination.

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Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

IT Leadership Series: SAP's Christine Ashton, Global CDO, Digital Office, Cloud ERP

I have the honor of hosting the CIOWaterCooler.com's IT Leadership Series, and this week I had the privilege of interviewing Christine Ashton, SAP's Global CDO, Digital Office, ERP Cloud.  In this interview, we dig deep into her insights on digital transformation, AI, automation and the economic case for running ERPs in the cloud, plus what it takes to win in a fast changing technology environment.  Enjoy!



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Kevin Benedict
Senior Vice President Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.

Wednesday, March 14, 2018

Digitally Transforming the Customer Experience

We have been traveling a lot lately. Why? Here at Regalix, we help large global companies with their customer success and sales enablement initiatives, which include things like digital marketing, knowledge management, customer experiences, sales operations, customer service and support, rewards and loyalty programs, etc., all of which are critical to the business and are today being digitally transformed. While helping businesses transform themselves in these areas we have seen and learned a great deal. Let me share some of the lessons we have learned.

Thursday, March 08, 2018

Is Silicon Valley Worth It?

Have you ever wondered why technology start-ups aggregate in Silicon Valley like moths to a flame?  Office space is expensive.  Hiring employees in the valley is costly.  Competition for talent is fierce.  Buying a home is cost prohibitive and traffic is horrible.  Yet start-ups continue to locate here.  What are the attractants?  Let's consider the following:

Traditional consulting practices promote the fact they have decades worth of accumulated business processes, system designs, economic models, methodologies and experiences from years of providing IT and business strategy consulting to large multinational companies. The problem is the large legacy S&P 500 companies are not the models for agility and digital acumen today - think about the trouble GE is in.  Today the average number of years a company can stay in the S&P 500 is predicted to be only 14 years.  Today, agile Silicon Valley companies are the ones commanding the most attention.

Having Silicon Valley DNA today is more important than archives full of historic processes and decades of experience deploying legacy systems.  Silicon Valley is the very epicenter of digital transformation and the companies here think and act differently.  Silicon Valley DNA is a digital mindset, a paradigm, a culture, a perspective and an operational strategy.  It assumes there are competitive advantages to be found in change and innovation - just waiting to be exploited.  It aggressively pursues new business models and innovations based on the belief there is value in learning, whether the experiment is a success or a failure.  It seeks examples of successful proof of concepts across all industries, and then seeks ways to apply those findings to other business problems and situations.

Consulting companies with Silicon Valley DNA are not attracted to projects involving the implementation or deployment of legacy technologies and business models.  They may do them, but only as a means to an end, which is to get more challenging and transformative projects and business. They seek opportunities to help companies advance, in leaps and bounds, rather than in small risk-free iterations.  

Businesses with real Silicon Valley DNA are located in the Silicon Valley.  It means they are surrounded by innovative people both inside and outside the company that are working with and learning about emerging technologies and business and economic models every day.  It means they are collecting and working with new ideas every day - assembling and reassembling them to form new products, services and businesses.  It means they have unleashed their employees’ creativity to integrate and test unique combinations of technologies in search of additional value. 

Being located in the Silicon Valley and having Silicon Valley relationships also benefits new start-ups seeking to fund interesting ideas and new ventures.  In addition, start-up teams benefit from being in close proximity to experienced technology leaders, investors and advisors. 

Consulting companies with Silicon Valley DNA, are made up with people that think differently.  They thrive in an environment and culture that attracts ambitious, competitive and driven innovators and entrepreneurs.  They are not seeking status quo, but rather they are trying to make a positive impact through change.

Where many traditional businesses struggle with change and experience a deep-set institutional and leadership resistance to it, businesses with Silicon Valley DNA recognize change as an opportunity to capture additional competitive advantages and deliver more value.

Businesses with Silicon Valley DNA also look at risk differently.  Where traditional businesses might fear risk and see it as something to avoid, Silicon Valley companies are willing to work with it.  They see risk as a gateway to potential opportunities and competitive advantages that are worth exploring.

Silicon Valley consulting companies often have an abundance of knowledge and experience on how to take an idea from a concept to a new business ventures.  Often within leadership teams they have the accumulated experience of having worked in dozens of different start-ups.  This experience has shaped them into entrepreneurs.  Their natural approach to any project is from a business start-up perspective.  This mindset is missing from many consulting companies that focus primarily on staffing and long-term ERP implementations and deployments.

Another Silicon Valley DNA character trait is a healthy disrespect for how things have been done in the past.  Traditional market rules and behaviors, business model norms, institutional and industry practices are often not respected.  In fact, they are often viewed as mere artificial limitations created by incumbents for the purpose of protecting their own status quo and limiting customer choices and options.  In the Silicon Valley rewards are given most often to those that think out-of-the-box, not to those trying to fit in it.

Silicon Valley consulting companies and entrepreneurs often believe in fuzzy math.  They believe that 2 + 2 does equal 5.  They have witnessed firsthand entrepreneurs networking independent car drivers together with ubiquitous wireless broadband, maps, mobile apps, mobile payments and a demand for transportation into – Uber!  They have experienced the value of collecting concepts, ideas, technologies and best practices from many different industries and combining them into new business models that thrives and add exponential business value!

Businesses with Silicon Valley DNA by their very nature also look beyond technologies.  With an entrepreneurial mind they consider competition, markets, regulatory environments, industry trends and much more.  This is a requirement for start-ups and these considerations are embedded in their approach to consulting.

We have of course generalized in this article.  Not every business with Silicon Valley DNA is geographically located in Silicon Valley, but having this DNA is a huge advantage.  


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Kevin Benedict
Senior Vice President, Solutions Strategy, Regalix Inc.
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin's YouTube Channel
Join the Linkedin Group Digital Intelligence
Join the Google+ Community Mobile Enterprise Strategies

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I work with and have worked with many of the companies mentioned in my articles.