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How Do You Sell In the Social Era?

Chris Heffer

Are you looking to improve or modernise the way you sell?

Do you want to learn how you can use the social web to help you sell more?

In this post I will discuss both the traditional and the new ways salespeople can work.

After reading this post you will have an insight into what the future of selling will look like. Hopefully you will start to see that there are alternative ways of working that will help you to help your customers more, which in turn will help you hit your sales targets.

£20 note fanned outA salesperson is often one of the highest paid people in the business. I believe unless salespeople change the way they work, they will lose the influence over the sales process, which warrants their high compensation packages.

 

What does a salesperson actually do?

Wikipedia explains the verb describing what a salesperson does:

Selling is offering to exchange an item of value for a different item. The original item of value being offered may be either tangible or intangible. The second item, usually money, is most often seen by the seller as being of equal or greater value than that being offered for sale

Basically a salesperson attempts to convince a potential customer that there is more value in what his company is trying to sell than what they are charging for it.

Imagine a world without salespeople? The world of business would stop. Right?

I want to share my perspective that the value a traditional salesperson has in an organisation is shrinking. I will begin by explaining the two types of salespeople.

What does a traditional salesperson do?

If you were to survey every salesperson in the world, these are the kind of activities they would include in their typical day:

  • Cold calling
  • Chasing people for commitment to the next step in the sales process
  • Qualifying if someone is a good prospect
  • Trying to convince a prospect they should buy a product
  • Trying to speed up the sales process so that the customer buys before the end of that month/quarter/year
  • Receiving leads from marketing (and usually complaining they are not very good!)

Watch this video to see how bad cold calling can be!

Trouble viewing? Click here > > http://www.youtube.com/watch?v=YCQvdsm6nsg

How does a social business sell?

A Forrester marketing report said, in technology sales, two thirds of the customers’ buying process is done before they engage with the sales team. Even if the split varies in different industries the principle is the same. Traditionally customers would rely on salespeople to share information about the products but now customers now have many more sources of information to help make their decisions. Sources such as:

  • Blogs
  • Social networks
  • YouTube
  • Ratings and reviews
  • Comparison articles

What do people type into Google?

people are searching for answers not your product

People don’t start their buying process by typing into Google your company name or your product name. More often than not, they have no idea who your company is or what products you sell.

What they actually type are things like:

  • How do I do X?
  • How can I fix problem X?
  • What is X?
  • How can I improve X?
  • How can I cut costs in X area of my business?

Even when they have an idea of what they want to buy a lot of people will be searching for:

  • Product X vs. Product Y?
  • How much does Product X cost?
  • What are the pros and cons of product X?

If you choose only to get involved in the sales process when the customer is ready to talk to a salesperson, you are missing a big chunk of what has already influenced a customer’s buying process/preferences. That is assuming you even get a chance to be involved at all.

You need to influence the start of the sales process rather than just the end of it. You need to be the person educating the customer while they are learning about your industry and the types of products you sell.

Case study – O2 mobile network – How do I transfer data between iPhones?

o2 guru tv screen shot

Below is a great video from a mobile phone network in the UK called O2. They launched a YouTube channel call O2 Guru TV. It was a video help site designed to help anyone with issues relating to their mobile phones. A small percentage of the videos make reference to O2 specifically but do not promote O2 directly. They position O2 as a brand who are very helpful and a company who provides great customer service, even to people who are not their customers. The result is, that in a very competitive industry with high churn rate, they have a competitive differentiator. They are selling indirectly to their potential customers by showing them why they should do business with them.

The video below illustrates the concept. When anyone in the world searches “How to transfer data between iPhones?” this video is going to be there to help them.

Trouble viewing? Click here > > http://www.youtube.com/watch?v=tuMYvHGL210

Case study – Blendtec blenders – Will it blend?

will it blend screen shotAnother good example is Blendtec. This series of Youtube videos started in 2006 when they wanted to make a video to show how good their product was. They created a series called “Will it blend?”. Since they started they have had over 208,000,000 hits on their YouTube videos.

Trouble viewing? Click here > > http://www.youtube.com/watch?v=rofgMueCOqo

This is their latest video comparing an iPhone 5 with a Galaxy S3 (as featured above). This has little to do with selling blenders, however a lot of people are thinking of buying one of those two phones and are searching for a comparison. Off the back of this video they have had a massive amount of exposure and at the time of writing have had nearly 5 million hits in just over a week. These videos are a bit of fun and do not necessarily result in direct sales. However if you were going to buy a blender and you are looking to make yourself a smoothie, then the fact that this blender can blend an iPhone, you can be sure it won’t have any trouble with your bananas and strawberries.

I have written three other examples of how you can get more customers by using social media in my last blog post.

So how do the two styles compare?

From salesperson to product expert

The line between sales and marketing is blurring. Traditional selling will eventually fade away. The successful salesperson in the next few years will become more like an educator. They will be less sales-like and more a product expert. Salespeople need to think less about how can I sell this to a customer and more about how can I help my customer to understand the types of products, without necessarily even mentioning their product.

Productivity – How many people can you influence?

Salespeople are always busy doing something. Sometimes things which are productive and sometimes not so. If you use social channels and publish all the content you generate, every time you did one of the following tasks, you could reuse that content and create something you can share online.

  • Answer a customer question = Blog post instead of an email
  • Create a presentation = Upload slides to Slideshare and make into a blog post
  • Speak at an event  = Video the event, upload to YouTube, create a blog post
  • Have a good idea you want to share = write it in a blog or record a YouTube video and send the person a link rather than an email

Obviously you need to consider customer and company confidentiality but you may be able to make the advice more generic and in turn make it suitable for a wider audience.

If you were emailed a question, you could spend 30 minutes sharing your knowledge and giving your customer a great answer to their question in an email. If you were to put it in a blog and publish it on-line, then that 30 minutes would benefit many people rather than just one. It would also save you time next time a customer asks you the same question.

The article with the most page views on my blog was originally an email to a colleague giving him some advice on how to use twitter at a conference.

Collaboration

You are not alone. Although sales sometimes feels like a lonely job there are rarely situations where you are truly alone. You will have other people in the same role doing your job in other areas and/or other people who help you with your sales. Either way social can help. Instead of having to try to coordinate multiple people, to get the information and help you need via emails, phone calls or face to face meetings – you can use social. There are many different ways you can do this using a variety of different platforms. In essence you can create a virtual room where people can share knowledge, insight and documents. This will help the team come together to solve the problems the customer has, which will hopefully result in a sale.

Remember: None of us are as smart as all of us”

Can you sell without talking about your product?

gagged salesman

If your product has a unique benefit over the products it competes with, then you do not need to talk about your product specifically. If you wrote a blog or recorded a video about that unique benefit then the potential customer can decide how important that benefit is to them. You are just educating your potential customer and in the process helping to shape their requirements about what is important to them and what they need. If that benefit is not important they may buy from your competitor, but they would have done anyway. If it is important, when they are ready to buy, they will only buy from you.

From push to pull selling

Imagine you never had to make another cold call again? Imagine if every time you called someone they always took your call and knew who you were? This is the future.

I foresee a world where no individual will ever accept any unsolicited approach from anyone in any way. Facebook has developed EdgeRank to prioritise what information you see.

Facebook description of EdgeRank

The news feed algorithm uses several factors to determine top stories, including the number of comments, who posted the story, and what type of post it is (ex: photo, video, status update, etc.).

I can see this idea spreading outside of Facebook.

This idea has spread from the world’s largest social network to one of the largest free email providers. Google mail has begun to prioritise people’s inboxes by labeling certain posts as important. It figures out which mail is important based upon who you email regularly, which messages you open and reply to and what keywords are in those emails.

Content and information are a commodity. Cold calling, generic email shots, radio/tv/magazine ads and most, if not all traditional marketing methods, are not going to work.

In the future the only way to reach people will be by creating great content which is helpful, interesting, useful, educational or entertaining to your potential clients.

The importance and relevance of content and communications will dictate whether people read the information or not.

Not how you want to sell but how your customers want to buy

It is not how you want to sell which dictates the relationship, it is how your customers want to buy. A social business sells in the way people want to buy and not the way the company wants to sell.

Summary

If you can educate your potential customers well enough, although not all those customers will buy from you, those who do, will only buy from you.

I believe a traditional salesperson will become an order taker and be pushed down the value chain. Customers are now empowered to do their own research from both biased and unbiased sources. The need for a sales person to come along and give an opinion biased towards his own products is reducing.

I always remember a mentor told me many years ago when I questioned the value that marketing had vs. sales. I didn’t think you could earn as much in marketing as a salesperson can. He said:

If you run a business, what would you want? A product people wanted to buy or a product you had to sell?

Sales and marketing people need to understand that the old ways of doing business will not work in the future. I would advise you get ahead of the curve and change the way you do business, before the old ways grind to a halt.

I will leave the last word to Jeffrey Dachis who is CEO of the Dachis Group.

Trouble viewing? Click here > > http://www.youtube.com/watch?v=2Bcx_Ra-gzs

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Amazing Digital Marketing Trends And Tips To Expand Your Business In 2015

Sunny Popali

Amazing Digital Marketing Trends & Tips To Expand Your Business In 2015The fast-paced world of digital marketing is changing too quickly for most companies to adapt. But staying up to date with the latest industry trends is imperative for anyone involved with expanding a business.

Here are five trends that have shaped the industry this year and that will become more important as we move forward:

  1. Email marketing will need to become smarter

Whether you like it or not, email is the most ubiquitous tool online. Everyone has it, and utilizing it properly can push your marketing ahead of your rivals. Because business use of email is still very widespread, you need to get smarter about email marketing in order to fully realize your business’s marketing strategy. Luckily, there are a number of tools that can help you market more effectively, such as Mailchimp.

  1. Content marketing will become integrated and more valuable

Content is king, and it seems to be getting more important every day. Google and other search engines are focusing more on the content you create as the potential of the online world as marketing tool becomes apparent. Now there seems to be a push for current, relevant content that you can use for your services and promote your business.

Staying fresh with the content you provide is almost as important as ensuring high-quality content. Customers will pay more attention if your content is relevant and timely.

  1. Mobile assets and paid social media are more important than ever

It’s no secret that mobile is key to your marketing efforts. More mobile devices are sold and more people are reading content on mobile screens than ever before, so it is crucial to your overall strategy to have mobile marketing expertise on your team. London-based Abacus Marketing agrees that mobile marketing could overtake desktop website marketing in just a few years.

  1. Big Data for personalization plays a key role

Marketers are increasingly using Big Data to get their brand message out to the public in a more personalized format. One obvious example is Google Trend analysis, a highly useful tool that marketing experts use to obtain the latest on what is trending around the world. You can — and should — use it in your business marketing efforts. Big Data will also let you offer specific content to buyers who are more likely to look for certain items, for example, and offer personalized deals to specific groups of within your customer base. Other tools, which until recently were the stuff of science fiction, are also available that let you do things like use predictive analysis to score leads.

  1. Visual media matters

A picture really is worth a thousand words, as the saying goes, and nobody can deny the effectiveness of a well-designed infographic. In fact, some studies suggest that Millennials are particularly attracted to content with great visuals. Animated gifs and colorful bar graphs have even found their way into heavy-duty financial reports, so why not give them a try in your business marketing efforts?

A few more tips:

  • Always keep your content relevant and current to attract the attention of your target audience.
  • Always keep all your social media and public accounts fresh. Don’t use old content or outdated pictures in any public forum.
  • Your reviews are a proxy for your online reputation, so pay careful attention to them.
  • Much online content is being consumed on mobile now, so focus specifically on the design and usability of your mobile apps.
  • Online marketing is essentially geared towards getting more traffic onto your site. The more people visit, the better your chances of increasing sales.

Want more insight on how digital marketing is evolving? See Shutterstock Report: The Face Of Marketing Is Changing — And It Doesn’t Include Vince Vaughn.

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About Sunny Popali

Sunny Popali is SEO Director at www.tempocreative.com. Tempo Creative is a Phoenix inbound marketing company that has served over 700 clients since 2001. Tempos team specializes in digital and internet marketing services including web design, SEO, social media and strategy.

Social Media Matters: 6 Content And Social Media Trend Predictions For 2016 [INFOGRAPHIC]

Julie Ellis

As 2015 winds down, it’s time to look forward to 2016 and explore the social media and content marketing trends that will impact marketing strategies over the next 15 months or so.

Some of the upcoming trends simply indicate an intensification of current trends, however others indicate that there are new things that will have a big impact in 2016.

Take a look at a few trends that should definitely factor in your planning for 2016.

1. SEO will focus more on social media platforms and less on search engines

Clearly Google is going nowhere. In fact, in 2016 Google’s word will still essentially be law when it comes to search engine optimization.

However, in 2016 there will be some changes in SEO. Many of these changes will be due to the fact that users are increasingly searching for products and services directly from websites such as Facebook, Pinterest, and YouTube.

There are two reasons for this shift in customer habits:

  • Customers are relying more and more on customer comments, feedback, and reviews before making purchasing decisions. This means that they are most likely to search directly on platforms where they can find that information.
  • Customers who are seeking information about products and services feel that video- and image-based content is more trustworthy.

2. The need to optimize for mobile and touchscreens will intensify

Consumers are using their mobile devices and tablets for the following tasks at a sharply increasing rate:

  • Sending and receiving emails and messages
  • Making purchases
  • Researching products and services
  • Watching videos
  • Reading or writing reviews and comments
  • Obtaining driving directions and using navigation apps
  • Visiting news and entertainment websites
  • Using social media

Most marketers would be hard-pressed to look at this list and see any case for continuing to avoid mobile and touchscreen optimization. Yet, for some reason many companies still see mobile optimization as something that is nice to do, but not urgent.

This lack of a sense of urgency seemingly ignores the fact that more than 80% of the highest growing group of consumers indicate that it is highly important that retailers provide mobile apps that work well. According to the same study, nearly 90% of Millennials believe that there are a large number of websites that have not done a very good job of optimizing for mobile.

3. Content marketing will move to edgier social media platforms

Platforms such as Instagram and Snapchat weren’t considered to be valid targets for mainstream content marketing efforts until now.

This is because they were considered to be too unproven and too “on the fringe” to warrant the time and marketing budget investments, when platforms such as Facebook and YouTube were so popular and had proven track records when it came to content marketing opportunity and success.

However, now that Instagram is enjoying such tremendous growth, and is opening up advertising opportunities to businesses beyond its brand partners, it (along with other platforms) will be seen as more and more viable in 2016.

4. Facebook will remain a strong player, but the demographic of the average user will age

In 2016, Facebook will likely remain the flagship social media website when it comes to sharing and promoting content, engaging with customers, and increasing Internet recognition.

However, it will become less and less possible to ignore the fact that younger consumers are moving away from the platform as their primary source of online social interaction and content consumption. Some companies may be able to maintain status quo for 2016 without feeling any negative impacts.

However, others may need to rethink their content marketing strategies for 2016 to take these shifts into account. Depending on their branding and the products or services that they offer, some companies may be able to profit from these changes by customizing the content that they promote on Facebook for an older demographic.

5. Content production must reflect quality and variety

  • Both B2B and B2C buyers value video based content over text based content.
  • While some curated content is a good thing, consumers believe that custom content is an indication that a company wishes to create a relationship with them.
  • The great majority of these same consumers report that customized content is useful for them.
  • B2B customers prefer learning about products and services through content as opposed to paid advertising.
  • Consumers believe that videos are more trustworthy forms of content than text.

Here is a great infographic depicting the importance of video in content marketing efforts:
Small Business Video infographic

A final, very important thing to note when considering content trends for 2016 is the decreasing value of the keyword as a way of optimizing content. In fact, in an effort to crack down on keyword stuffing, Google’s optimization rules have been updated to to kick offending sites out of prime SERP positions.

6. Oculus Rift will create significant changes in customer engagement

Oculus Rift is not likely to offer much to marketers in 2016. After all, it isn’t expected to ship to consumers until the first quarter. However, what Oculus Rift will do is influence the decisions that marketers make when it comes to creating customer interaction.

For example, companies that have not yet embraced storytelling may want to make 2016 the year that they do just that, because later in 2016 Oculus Rift may be the platform that their competitors will be using to tell stories while giving consumers a 360-degree vantage point.

For a deeper dive on engaging with customers through storytelling, see Brand Storytelling: Where Humanity Takes Center Stage.

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About Julie Ellis

Julie Ellis – marketer and professional blogger, writes about social media, education, self-improvement, marketing and psychology. To contact Julie follow her on Twitter or LinkedIn.

Running Future Cities on Blockchain

Dan Wellers , Raimund Gross and Ulrich Scholl

Building on the Blockchain Framework

Some experts say these seemingly far-future speculations about the possibilities of combining technologies using blockchain are actually both inevitable and imminent:


Democratizing design and manufacturing by enabling individuals and small businesses to buy, sell, share, and digitally remix products affordably while protecting intellectual property rights.
Decentralizing warehousing and logistics by combining autonomous vehicles, 3D printers, and smart contracts to optimize delivery of products and materials, and even to create them on site as needed.
Distributing commerce by mixing virtual reality, 3D scanning and printing, self-driving vehicles, and artificial intelligence into immersive, personalized, on-demand shopping experiences that still protect buyers’ personal and proprietary data.

The City of the Future

Imagine that every agency, building, office, residence, and piece of infrastructure has an entry on a blockchain used as a city’s digital ledger. This “digital twin” could transform the delivery of city services.

For example:

  • Property owners could easily monetize assets by renting rooms, selling solar power back to the grid, and more.
  • Utilities could use customer data and AIs to make energy-saving recommendations, and smart contracts to automatically adjust power usage for greater efficiency.
  • Embedded sensors could sense problems (like a water main break) and alert an AI to send a technician with the right parts, tools, and training.
  • Autonomous vehicles could route themselves to open parking spaces or charging stations, and pay for services safely and automatically.
  • Cities could improve traffic monitoring and routing, saving commuters’ time and fuel while increasing productivity.

Every interaction would be transparent and verifiable, providing more data to analyze for future improvements.


Welcome to the Next Industrial Revolution

When exponential technologies intersect and combine, transformation happens on a massive scale. It’s time to start thinking through outcomes in a disciplined, proactive way to prepare for a future we’re only just beginning to imagine.

Download the executive brief Running Future Cities on Blockchain.


Read the full article Pulling Cities Into The Future With Blockchain

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About Dan Wellers

Dan Wellers is founder and leader of Digital Futures at SAP, a strategic insights and thought leadership discipline that explores how digital technologies drive exponential change in business and society.

Raimund Gross

About Raimund Gross

Raimund Gross is a solution architect and futurist at SAP Innovation Center Network, where he evaluates emerging technologies and trends to address the challenges of businesses arising from digitization. He is currently evaluating the impact of blockchain for SAP and our enterprise customers.

Ulrich Scholl

About Ulrich Scholl

Ulrich Scholl is Vice President of Industry Cloud and Custom Development at SAP. In this role, Ulrich discovers and implements best practices to help further the understanding and adoption of the SAP portfolio of industry cloud innovations.

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4 Traits Set Digital Leaders Apart From 97% Of The Competition

Vivek Bapat

Like the classic parable of the blind man and the elephant, it seems everyone has a unique take on digital transformation. Some equate digital transformation with emerging technologies, placing their bets on as the Internet of Things, machine learning, and artificial intelligence. Others see it as a way to increase efficiencies and change business processes to accelerate product to market. Some others think of it is a means of strategic differentiation, innovating new business models for serving and engaging their customers. Despite the range of viewpoints, many businesses are still challenged with pragmatically evolving digital in ways that are meaningful, industry-disruptive, and market-leading.

According to a recent study of more than 3,000 senior executives across 17 countries and regions, only a paltry three percent of businesses worldwide have successfully completed enterprise-wide digital transformation initiatives, even though 84% of C-level executives ranks such efforts as “critically important” to the fundamental sustenance of their business.

The most comprehensive global study of its kind, the SAP Center for Business Insight report “SAP Digital Transformation Executive Study: 4 Ways Leaders Set Themselves Apart,” in collaboration with Oxford Economics, identified the challenges, opportunities, value, and key technologies driving digital transformation. The findings specifically analyzed the performance of “digital leaders” – those who are connecting people, things, and businesses more intelligently, more effectively, and creating punctuated change faster than their less advanced rivals.

After analyzing the data, it was eye-opening to see that only three percent of companies (top 100) are successfully realizing their full potential through digital transformation. However, even more remarkable was that these leaders have four fundamental traits in common, regardless of their region of operation, their size, their organizational structure, or their industry.

We distilled these traits in the hope that others in the early stages of transformation or that are still struggling to find their bearings can embrace these principles in order to succeed. Ultimately I see these leaders as true ambidextrous organizations, managing evolutionary and revolutionary change simultaneously, willing to embrace innovation – not just on the edges of their business, but firmly into their core.

Here are the four traits that set these leaders apart from the rest:

Trait #1: They see digital transformation as truly transformational

An overwhelming majority (96%) of digital leaders view digital transformation as a core business goal that requires a unified digital mindset across the entire enterprise. But instead of allowing individual functions to change at their own pace, digital leaders prefer to evolve the organization to help ensure the success of their digital strategies.

The study found that 56% of these businesses regularly shift their organizational structure, which includes processes, partners, suppliers, and customers, compared to 10% of remaining companies. Plus, 70% actively bring lines of business together through cross-functional processes and technologies.

By creating a firm foundation for transformation, digital leaders are further widening the gap between themselves and their less advanced competitors as they innovate business models that can mitigate emerging risks and seize new opportunities quickly.

Trait #2: They focus on transforming customer-facing functions first

Although most companies believe technology, the pace of change, and growing global competition are the key global trends that will affect everything for years to come, digital leaders are expanding their frame of mind to consider the influence of customer empowerment. Executives who build a momentum of breakthrough innovation and industry transformation are the ones that are moving beyond the high stakes of the market to the activation of complete, end-to-end customer experiences.

In fact, 92% of digital leaders have established sophisticated digital transformation strategies and processes to drive transformational change in customer satisfaction and engagement, compared to 22% of their less mature counterparts. As a result, 70% have realized significant or transformational value from these efforts.

Trait #3: They create a virtuous cycle of digital talent

There’s little doubt that the competition for qualified talent is fierce. But for nearly three-quarters of companies that demonstrate digital-transformation leadership, it is easier to attract and retain talent because they are five times more likely to leverage digitization to change their talent management efforts.

The impact of their efforts goes beyond empowering recruiters to identify best-fit candidates, highlight risk factors and hiring errors, and predict long-term talent needs. Nearly half (48%) of digital leaders understand that they must invest heavily in the development of digital skills and technology to drive revenue, retain productive employees, and create new roles to keep up with their digital maturity over the next two years, compared to 30% of all surveyed executives.

Trait #4: They invest in next-generation technology using a bimodal architecture

A couple years ago, Peter Sondergaard, senior vice president at Gartner and global head of research, observed that “CIOs can’t transform their old IT organization into a digital startup, but they can turn it into a bi-modal IT organization. Forty-five percent of CIOs state they currently have a fast mode of operation, and we predict that 75% of IT organizations will be bimodal in some way by 2017.”

Based on the results of the SAP Center for Business Insight study, Sondergaard’s prediction was spot on. As digital leaders dive into advanced technologies, 72% are using a digital twin of the conventional IT organization to operate efficiently without disruption while refining innovative scenarios to resolve business challenges and integrate them to stay ahead of the competition. Unfortunately, only 30% of less advanced businesses embrace this view.

Working within this bimodal architecture is emboldening digital leaders to take on incredibly progressive technology. For example, the study found that 50% of these firms are using artificial intelligence and machine learning, compared to seven percent of all respondents. They are also leading the adoption curve of Big Data solutions and analytics (94% vs. 60%) and the Internet of Things (76% vs. 52%).

Digital leadership is a practice of balance, not pure digitization

Most executives understand that digital transformation is a critical driver of revenue growth, profitability, and business expansion. However, as digital leaders are proving, digital strategies must deliver a balance of organizational flexibility, forward-looking technology adoption, and bold change. And clearly, this approach is paying dividends for them. They are growing market share, increasing customer satisfaction, improving employee engagement, and, perhaps more important, achieving more profitability than ever before.

For any company looking to catch up to digital leaders, the conversation around digital transformation needs to change immediately to combat three deadly sins: Stop investing in one-off, isolated projects hidden in a single organization. Stop viewing IT as an enabler instead of a strategic partner. Stop walling off the rest of the business from siloed digital successes.

As our study shows, companies that treat their digital transformation as an all-encompassing, all-sharing, and all-knowing business imperative will be the ones that disrupt the competitive landscape and stay ahead of a constantly evolving economy.

Follow me on twitter @vivek_bapat 

For more insight on digital leaders, check out the SAP Center for Business Insight report, conducted in collaboration with Oxford Economics,SAP Digital Transformation Executive Study: 4 Ways Leaders Set Themselves Apart.”

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About Vivek Bapat

Vivek Bapat is the Senior Vice President, Global Head of Marketing Strategy and Thought Leadership, at SAP. He leads SAP's Global Marketing Strategy, Messaging, Positioning and related Thought Leadership initiatives.