In an age of digital disruption, the Business-to-Business (B2B) market represents the greatest opportunity for Communications, Media and Tech (CMT) companies. Profitable growth is dependent on becoming an Intelligent Enterprise. Human-machine collaboration will be the defining factor of the Intelligent Enterprise, giving customers experiences that keep them engaged, increasing the efficiency of front office teams, and focusing on new digital channels and data services.
Whilst the Digital/Cloud industry has the potential to grow revenues by 18% (2016-2022), the IT and Communications market face concerning forecasts at 3% and 0% respectively. Digitally native brands are outcompeting industry incumbents by recognising shifting customer expectations, with 82% of customers increasing their expectations of tailored offerings.
of the leading G2000 companies in 2017 were platform companies
Day in the life of a Field Sales Agent
Day in the Life of a Service Agent
Mark Rogers, Managing Director in Customer & Channels, explains the challenges facing B2B companies in Communications, Media and Technology today and the scale of the opportunity to grow as a B2B Enterprise.
Michelle Katz, Manager in Customer & Channels, explores how B2B companies can shift to become Intelligent Enterprises and take competitive advantage in a market dominated by digital natives.
The move towards an Intelligent Enterprise, with the right blend of machine and human intervention will reinvent the way in which CMT companies market, sell and service their B2B customers.
|81%||of execs believe within 2 years, AI will work next to humans|
|45%||of workers believe AI will help them do their job more efficiently|
|of execs intend to invest in training and reskilling in the next 3 years|
TO PIVOT TO AN
DO 3 THINGS:
|01||KNOW YOUR SALES PEOPLE
HIGH PERFORMANCE SALES FORCE ANALYTICS
On average, the top 20% of your sales force brings in 50% of revenue. By understanding the behaviours of your top performers you can transform your sales organisation through a roadmap of training, coaching and operating model re-design, and even augmenting these characteristics through human-machine collaboration.
|02||KNOW YOUR CUSTOMERS
CUSTOMER JOURNEY ANALYTICS
Similarly, customers expect you to understand their journey as they experience it, not after. Aggregating data on the behaviours of your customers at key interaction points allows you to pro-actively intervene in real time, and intelligently transform those experiences.
|03||RE-DEFINE YOUR B2B EXPERIENCE
INNOVATION JOURNEY WORKSHOPS
The greatest transformation will be achieved by using the Intelligent Enterprise to transform the experience of all stakeholders at once, both internal and external. Aligning understanding of your customers and customer facing teams allows you to identify and unlock the greatest pockets of value, re-imaging the experiences of all stakeholders through augmentation as an ecosystem of Intelligent Enterprise tools.
In order to build the case for human-machine collaboration, Accenture has used itself to test and prove the benefits of augmenting required behaviours and tasks.
Accenture augments human technologists with virtual agents to improve data analysis and pattern identification driving better business outcomes
Accenture has embraced disruption and realized the benefits – demonstrating to our clients that they should be the disrupter, not the disrupted.