Winners know how the game is played. When rules change, so do their game plans. In this article I have created a customer experience playbook on what it will take to win in 2019.
1. Information dominance is a key goal. Throughout history conquerors gained by capturing territories, bridges, resources and key cities. Today’s conquerors gain with data insights that can be applied to customer experience.
2. Combinatorial data is key to understand customer experience. Data gathered from many different sources then combined and analyzed will provide unique insights into patterns, activities and behaviors invisible to competitors without.
3. Operational blind spots are a minefield for businesses. Blind spots must quickly be replaced with visibility through all kinds of data capture - automated data capture, surveys, digitization, sensors and RPA (robotic process automation).
Kevin Benedict is a TCS futurist, humorist and lecturer focused on the signals and foresight that emerge as society, geopolitics, economies, science, technology, environment, and philosophy converge.
Marketing Insights and the Battle Against Cyber Evil with Vasu Jakkal, CMO, FireEye
Vasu Jakkal, CMO of FireEye, shares her insights from the frontlines of the battle against cyber villains, and also her experiences and strategies marketing the solutions and services developed to protect democracy and the global digital economy.
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Kevin Benedict
SVP Strategy, Regalix Inc.
Online TV Channel RegalixTV
Website Regalix Inc.
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Join the Linkedin Group Digital Intelligence
***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.
My Interview with RAF Air Commodore John Wariner on Digital Transformation
In this special interview, I am honored to have as my guest John Wariner, Air Commodore for the Royal Air Force. John has served 36-years in the RAF and has seen and experienced incredible changes, served in both Afghanistan and Iraq, and led digital transformation initiatives involving tens of thousands of users. In this delightful interview, we dig deep into organizational changes, agile operations, military strategies, and running an IT organization from tents in combat zones in the desert.
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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
***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.
Kevin Benedict's 15 Strategies for Career Advancement in 2019
From time to time people have asked me for career advice. I certainly don't have all the answers, but here is my best advice from 33-years in high tech.
Kevin Benedict’s 15 Strategies for Career Advancement:
1. Be an Expert - Create opportunities to be recognized by your employer’s leadership team. Become an expert in your field. Experts get recognized for their contributions by their communities, industries and employers. Be the person that has read more books, studied more industry reports, attended more training classes and networked with more experts. Become THE expert.
2. Contribute Content – Product, marketing and sales organizations are always desperate for more content - content that informs, educates, influences, advises and explains. If you contribute content that helps different departments achieve their objectives you will be a hero in the company.
3. Carry a Load – Step up and take responsibility for tasks and projects and follow through. The world needs people, and will promote people, that are willing to carry a load.
4. Build a Network – As your network of contacts grows, so will your insights into more industries and businesses, trends, sales and career opportunities. Don’t be lazy and make excuses to not be on LinkedIn and other business oriented social media platforms. It’s important to your career.
5. Generate Leads – All for-profit companies want more qualified leads. If you bring qualified sales leads to your company via your network and industry contributions, they will be VERY impressed! Find ways to be active in your target markets. Attend industry events, meet potential customers, contribute to online discussion groups, publish “how to” articles, etc., all for the purpose of creating more opportunities for discussions.
6. Seek Strategies – Purposefully look for and research ideas and strategies successfully applied in different industries, markets and geographies. Study a wide variety of use cases, and ask yourself how they could be abstracted and applied in your company. Genius is often the reapplication of an existing idea or strategy in a new way.
7. Understand Systems, Markets and Processes – In today’s fast changing world it is highly likely you will change jobs, industries and careers routinely. The best way to prepare for the unknown is to understand how organizations, industries, markets and companies operate. With this understanding you can quickly fit into new environments and roles.
8. Innovate – Be the innovator not the resistor. New investments, growth and business expansions rarely come from traditional legacy environments, rather they come from the new and unproven. Be the person studying the latest technologies, trends and strategies. Find reasons to support new innovations, business models and strategies, not excuses to resist them.
9. Share – Having a brain full of knowledge and expertise is wasted unless shared and applied. Be the person always willing to teach, mentor, contribute and apply.
10. Be Enthusiastic – Be the person always eager to help, and always looking for new ways to succeed, improve and to meet team objectives with a positive attitude.
11. Personal Development – Education and experience might initially open doors, but having the right tools are required to advance in your career. These tools include things like learning to write well, speak in public, write a business plan, create and manage a budget, organize and run a meeting, lead a team, and be the person in the room who knows how to utilize business tools, utilities and software solutions from companies like Google, Microsoft, Apple, Zoom, Webex, Slack, social media platforms, etc. Invest an appropriate amount of time to learn the tools that make you the professional you are.
12. Be Disciplined – Success is most often the result of purposeful, disciplined living and working. Purposeful means you make choices about what to sacrifice, and what to invest in in order to achieve a goal or objective. It also means identifying and practicing concepts, principals and rules that contribute to success like responsibility, commitment, dedication, hard/smart work, honesty, loyalty, cheerfulness, positive attitude, dependable, kind, ambitious, organized, etc.
13. Build Confidence – Confidence has a big impact on a career. Many a person chooses lesser roles and responsibilities, and lesser lifetime earnings because they lack confidence. How do you replace a lack of confidence with an abundance? You invest in knowledge, gain experience, develop your skills and collect the right tools. When you have all these things in your possession - confidence comes easy. Go get'em!
14. Make a Personal Business Plan – Treat your career and money-making potential as a business. Make a personal business plan. Give it a name. Design a logo. Make investments in the business-of-you. Market yourself and your abilities like a product. Regularly develop new products. Know the markets that most need your products and are willing to pay the most for them. Develop a personal brand, and look for ways to enhance your brand and brand recognition.
15. Drink from the Fountain of Eternal Youth – Explore, celebrate, cheer, invent, take risks, be curious and embrace change. Purge grumpiness, cynicism, skepticism, bitterness, pride, resentment and jealousy from your life and place of work – they are poison to the soul and career. It’s not age that disqualifies many older people, but poisoned souls. Take naps. Smile, teach, build, pioneer and charge ahead with enthusiasm!
Tune in and watch my latest leadership interviews on RegalixTV.
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Kevin Benedict’s 15 Strategies for Career Advancement:
1. Be an Expert - Create opportunities to be recognized by your employer’s leadership team. Become an expert in your field. Experts get recognized for their contributions by their communities, industries and employers. Be the person that has read more books, studied more industry reports, attended more training classes and networked with more experts. Become THE expert.
2. Contribute Content – Product, marketing and sales organizations are always desperate for more content - content that informs, educates, influences, advises and explains. If you contribute content that helps different departments achieve their objectives you will be a hero in the company.
3. Carry a Load – Step up and take responsibility for tasks and projects and follow through. The world needs people, and will promote people, that are willing to carry a load.
4. Build a Network – As your network of contacts grows, so will your insights into more industries and businesses, trends, sales and career opportunities. Don’t be lazy and make excuses to not be on LinkedIn and other business oriented social media platforms. It’s important to your career.
5. Generate Leads – All for-profit companies want more qualified leads. If you bring qualified sales leads to your company via your network and industry contributions, they will be VERY impressed! Find ways to be active in your target markets. Attend industry events, meet potential customers, contribute to online discussion groups, publish “how to” articles, etc., all for the purpose of creating more opportunities for discussions.
6. Seek Strategies – Purposefully look for and research ideas and strategies successfully applied in different industries, markets and geographies. Study a wide variety of use cases, and ask yourself how they could be abstracted and applied in your company. Genius is often the reapplication of an existing idea or strategy in a new way.
7. Understand Systems, Markets and Processes – In today’s fast changing world it is highly likely you will change jobs, industries and careers routinely. The best way to prepare for the unknown is to understand how organizations, industries, markets and companies operate. With this understanding you can quickly fit into new environments and roles.
8. Innovate – Be the innovator not the resistor. New investments, growth and business expansions rarely come from traditional legacy environments, rather they come from the new and unproven. Be the person studying the latest technologies, trends and strategies. Find reasons to support new innovations, business models and strategies, not excuses to resist them.
9. Share – Having a brain full of knowledge and expertise is wasted unless shared and applied. Be the person always willing to teach, mentor, contribute and apply.
10. Be Enthusiastic – Be the person always eager to help, and always looking for new ways to succeed, improve and to meet team objectives with a positive attitude.
11. Personal Development – Education and experience might initially open doors, but having the right tools are required to advance in your career. These tools include things like learning to write well, speak in public, write a business plan, create and manage a budget, organize and run a meeting, lead a team, and be the person in the room who knows how to utilize business tools, utilities and software solutions from companies like Google, Microsoft, Apple, Zoom, Webex, Slack, social media platforms, etc. Invest an appropriate amount of time to learn the tools that make you the professional you are.
12. Be Disciplined – Success is most often the result of purposeful, disciplined living and working. Purposeful means you make choices about what to sacrifice, and what to invest in in order to achieve a goal or objective. It also means identifying and practicing concepts, principals and rules that contribute to success like responsibility, commitment, dedication, hard/smart work, honesty, loyalty, cheerfulness, positive attitude, dependable, kind, ambitious, organized, etc.
13. Build Confidence – Confidence has a big impact on a career. Many a person chooses lesser roles and responsibilities, and lesser lifetime earnings because they lack confidence. How do you replace a lack of confidence with an abundance? You invest in knowledge, gain experience, develop your skills and collect the right tools. When you have all these things in your possession - confidence comes easy. Go get'em!
14. Make a Personal Business Plan – Treat your career and money-making potential as a business. Make a personal business plan. Give it a name. Design a logo. Make investments in the business-of-you. Market yourself and your abilities like a product. Regularly develop new products. Know the markets that most need your products and are willing to pay the most for them. Develop a personal brand, and look for ways to enhance your brand and brand recognition.
15. Drink from the Fountain of Eternal Youth – Explore, celebrate, cheer, invent, take risks, be curious and embrace change. Purge grumpiness, cynicism, skepticism, bitterness, pride, resentment and jealousy from your life and place of work – they are poison to the soul and career. It’s not age that disqualifies many older people, but poisoned souls. Take naps. Smile, teach, build, pioneer and charge ahead with enthusiasm!
Tune in and watch my latest leadership interviews on RegalixTV.
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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.
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.
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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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.
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:
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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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
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| Regalix.tv |
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.
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.
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.
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.
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.
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.
Insights and Strategy from SAP's VP of Web Marketing Gail Moody-Byrd
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| Kevin Benedict and Gail Moody-Byrd |
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.
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.
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.
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.
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.
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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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.
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!
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 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.
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.
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.
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.
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.
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.
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.
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.
My Interview with Digital Marketer, Account Based Marketing Expert and Terminus Co-Founder Sangram Vajre
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| 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.
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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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.
Data, Competition and the Evolution of Product Identity
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| Digital Identities |
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.
- Design – a new type of product is designed, diagrammed and patented in a digital format
- Source – capture data about materials, ingredients, sustainability data
- Digital press releases, marketing and training material are all tracked for location, use and effectiveness and associated with the unique digital identity
- Manufacture – When, where made, batch, production line, packaging components
- Distribute – logistics details, stock location and quantity, 3rd party logistics (3PL) performance
- Retail – Which store, shopper engagement, product authenticity
- Consume – who, when, where, consumer patterns, consumption data
- Operate – live usage data, proactive data monitoring, replenishment, subscriptions
- Recycle – where recycled, sustainability data, change of ownership
- Responsibly disposed – how were the components disposed, when, where, how
- Patent protection – monitor business terms for use, and any violations
Let’s now walk through a product lifecycle scenario together.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
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.
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.
"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.
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.
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Interviews with Kevin Benedict
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