With it being New Year, I thought it was a time of reflection, to look back the achievements and learnings and to look forward to the future. This blog is an update for people on our current thinking here at DLA Ignite.
Adam, Alex, and I knew from the get go of starting DLA Ignite that the world (commerce and society) has been transformed through social media. Society has been transformed, we can see this by the world events that have been influenced by Social Media. The first election of Barack Obama, the Arab Spring, the ALS challenge, all have been world events driven by social media. Is this a revelation? No,this isn’t new, some of these events are over ten years ago.
Switch on the evening news and you will hear about somebody has tweeted this or that. You may not like it, but that is the way of the world today, we will never go back to a pre-internet, pre-social media, pre-mobile world.
We have also seen the world of commerce change, our social selling programs are transforming sales teams. Offering 30% more incremental sales and 40% reduction in sales cycles. More on this in a bit.
It is against this backdrop of transformative change that we launched DLA Ignite. We knew that we wanted to offer transformative change programs right across the business (Sales, Marketing, Human Resources, Customer Service, Finance, Procurement, etc) through social for companies, but Rome wasn’t built in a day.
If you have a large objective, if you want to achieve it, you need to break it down into smaller pieces. How do you eat an elephant? A piece at a time.
Our goal therefore in year one was to build our first model, and prove it out. Which is why we started with social selling. Sales being an obvious place to start to transform a company with social. As the additional new business sales can help fund the rest of the program.
Social being about frictionless communication and so is sales.
Of course we had my first book “Social Selling – Techniques to Influence Buyers and Changemakers” to drive us inbound and projects. 2018 we hit the ground running, grew by 100% and turned our transformative projects into reference sites. Are people social selling? Yes! Are people prospecting with social selling? Yes! Are people de-risking their pipeline with social selling? Yes! Do we have reference sites? Yes!
2018 was also accelerated by the introduction in Europe if GDPR. Company after company came to us and said “marketing doesn’t work anymore”. It was in 2018 that we watched the death of Interrupt Marketing. Of course CPAA is introduced in California in 2020, which drives even more nails into the interrupt marketing coffin.
It wasn’t only us that spotted this, read “Marketing Rebellion: The Most Human Company Wins” by Mark W. Schaefer.
And of course we launched our second book “Smarketing: How to Achieve Competitive Advantage through Blended Sales and Marketing
It was in January 2019, that I asked Adam Gray to start our move our efforts to transform departments outside of Sales. Thus accelerating past our competition through innovation. But which department should we do next? We asked our Associates and Partner / Resellers (more on that in a bit) and the unanimous request was for us to build “Social Human Resources” (Social HR).
Why was this? The markets, pretty much have reached full employment. Finding the right talent and retaining that talent has become Board Room issues. Backed up with massive spend in recruitment advertising and recruiters. The challenge to us was (similar to Sales) was to find a way to get efficiency savings. In other words, increase output of HR at reduced cost.
We launched our Social Human Resources (HR) module in September 2019 at our global DLA Ignite conference. We hope to have Social Marketing out soon and I’ve committed to the Board to create Social Procurement and Social Finance. By the way, while these programs are in beta, if you are interested we would love to get your feedback.
We are on track that by the end of 2020 we will have references for companies that have transformed to be social organisations with our transformative programs! We are pleased that we can offer these programs as “point solutions” or to provide a total end-to-end transformation program.
But How As a Small Business will you Ramp Up?
It’s a good question that we get asked a lot. Which is why we started investing in our infrastructure in 2017.
Very early on, our global customers came to us and said “love your social selling methodology, but we want it implemented in Singapore by Singaporean and implemented in Germany in German, etc”. So we set about building a global infrastructure and we now have 7 resellers / partners worldwide. This gives us 450 people to draw upon should you as a business which to roll our social selling globally.
Of course, on the basis the all companies will have to make this transformation in the next 5 years to remain relevant. We are always looking for new resellers and partners, as well as Associates come to think about it. Both Partners and Associates are fully trained, after all our prospects and clients expect us to be the high point of social.
That is a round up of where we are in 2019 and a look into 2020. We have come a long away since we started 3 years ago and still further travels to go. Thank you for reading our content and if you have any questions then please contact me on social.
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