Professional Documents
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SpecialChem Webinar-Why Digitalizing Sales Marketing RD
SpecialChem Webinar-Why Digitalizing Sales Marketing RD
4. Key Takeaways
(1) Source: McKinsey 2017 “Demystifying digital marketing and sales in the chemical industry”
(2) Source: GlobalSpec 2017 “Digital Media Use in the Industrial Sector”
Chemical Chemical
Companies Markets
Industry Platforms
Search Engines E-mailings E-Newsletters Webinars (SpecialChem, UL)
Industry Platforms
Search Engines E-mailings E-Newsletters Webinars (SpecialChem…)
- More competition
Digital
Maturity
Master
0% companies
Advanced
10% companies
Starter
60% companies
Traditional
30% companies Time
Source: SpecialChem estimates based on prospects and customers situations
Digital
Maturity
Traditional
Digital
Maturity
Funnel management
Organization and processes adapted to digital
Idea generation
& scoping Business
Case Development,
Testing & Validation
Pre-Launch
Customers
Idea generation
& scoping Business
Case Development,
Stage-gate is: Testing & Validation
Pre-Launch
▪ Linear Customers
▪ Internal centric
▪ Closed
▪ Rigid
▪ Not agile
Idea generation
& scoping Business
Case Development,
Stage-gate is: Testing & Validation
As a result, innovation is
Pre-Launch
▪ Linear more “rational” but: Customers
▪ Internal centric
- Long and heavy
▪ Closed
- Still uncertain
▪ Rigid
- Expensive
▪ Not agile
TECHNOLOGIES
Digital connections to the technology
Idea generation holders to get feasibility, techno, & partners
& scoping Business
Case Development,
Testing & Validation
Pre-Launch
Customers
MARKETS
Digital interactions to the market
to get needs, validation, partners
Traditional Stage-Gate
Agile + Digital Stage-Gate
▪ Too long
▪ Too uncertain ▪ 50 - 70% Time Saving
▪ Too expensive ▪ 50 - 200% Increased success rate
▪ 30 - 70% Investment savings
November
Digitalizing R&D case studies
How to find the best applications matching your newly
developed or acquired chemicals with digital
December
Digitalizing Sales & Marketing case studies
How to speed up and increase your sales conversion
with digital
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