Chris Hergesell
Executive Director, Sales Transformation, Ernst & Young LLP
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Digital selling: a sample customer journey
Tom
Digital Sales Manager, XYZ Solutions
Machine learning in Dynamics Social Selling Assistant has curated interesting, highly
relevant content from across various social media platforms such as Twitter, Facebook, blogs and
LinkedIn, and presented it to Tom in a dashboard. He shares an article on the Internet of Things to
LinkedIn and includes a link to XYZ’s web portal.
Tom
Tom receives an automatically generated email notifying him that Mary is a hot lead, with details about Mary’s
lead scoring. The email directs Tom to Mary’s lead record in Dynamics where Tom can view details on
Mary’s web, chat and email activities. The system also suggests collateral for Tom to share with Mary prior to the demonstration. Tom provides Mary with additional
marketing materials by sending Mary a link to XYZ’s LinkedIn PointDrive site. LinkedIn PointDrive captures what content Mary and her colleagues interact with and
their level of interest so Tom can tailor his message to ABC’s specific interests at the moment down to specific
stakeholders. Tom sees Mary shared the LinkedIn PointDrive site with her CEO, Raj, who spent significant
time reviewing the materials.
Tom, Mary and Raj
Tom, Mary and Raj meet for the in-person demo. Tom gathers additional information on ABC’s
interests and needs.
Tom
In Dynamics, Tom prepares for the in-person demo by reviewing Mary’s and Raj’s interactions across the website, chatbot, LinkedIn PointDrive site and email. He is able to research deeper into the ABC account relationship by reviewing the relationship scores, a relationship map, whitespace reporting, and his strategic account plan for ABC.
Tom
Tom updates the opportunity in Dynamics with information gained during the demo. The system provides pricing guidance as he prepares the proposal for Mary’s review and signature in Adobe Sign.
Tom
Tom updates the opportunity to “won” in Dynamics and actual revenue is now reflected in the ROI of the originating campaign and tied to the marketing collateral leveraged in the sale. An Adobe nurture campaign is triggered to help ensure the relationship between Mary, Raj and Tom is maintained and strengthened over time, with automated content sent out by Adobe and curated content sent out by Tom.
Mary
Mary receives the updated proposal. She reviews with her team and determines
that it meets their business needs and pricing expectations. She signs via Adobe Sign.
Mary
Product Engineer, ABC Products
Mary sees the article and link Tom shared on LinkedIn. She accesses XYZ’s site built on Adobe to conduct additional research. She is able to download marketing brochures and is excited by a case study she found. She schedules an in-person demo by first logging in with her LinkedIn credentials and interacting with a Microsoft Azure chatbot. Mary receives an email confirmation for the demo, which is sent automatically by Adobe. As she browses, her behaviors are tracked and when she logs in her details are captured against a trait profile that will tailor further messaging to her interests, industry, etc.
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