Product Operations: Difference between revisions
(→Sales) |
|||
Line 22: | Line 22: | ||
== Sales <span id="Sales"></span>== | == Sales <span id="Sales"></span>== | ||
Understanding the digital transformation from a sales perspective is essential for its success. The Digital OEM is presented with many opportunities, which must be properly adopted by the sales organization. | Understanding the digital transformation from a sales perspective is essential for its success. The Digital OEM is presented with many opportunities, which must be properly adopted by the sales organization. | ||
AIoT will provide the sales and marketing organization with the opportunity to truly understand how customers are using the products in the field. Together with other data, e.g. from web analytics, CRM and social media, this will enable the sales and marketing organization to better target new and existing customers, e.g. for up-selling of newly available digital-enabled features. | |||
[[File:3.4-Sales.png|800px|frameless|center|AIoT-enabled Sales Organization]] | [[File:3.4-Sales.png|800px|frameless|center|AIoT-enabled Sales Organization]] | ||
In case the new offerings include some kind of fleet/asset/feature-as-a-service element, it will be important that the sales organization is adopted accordingly. This will include many aspects, including sales commissions and incentives, sales processes, and customer engagement. | |||
An interesting ''on-demand'' example in ''seat-heating-on-demand'', as shown in the figure below. Traditionally, seat heating is sold as an add-on during the car sales process. Only if it is configured in the beginning will be car be equipped with it in the factory. The ''on-demand'' version assumes that all cars are equipped with the seat heating functionality. Customers can then use the car app to activate the feature on demand. The pricing for the feature could be dynamic, determined by an AI. | |||
In this example, responsibility for selling this feature would move from the sales rep who is selling the car in the first place to the team which is responsible for demand generation for digital features. | |||
[[File:3.1-SalesOnDemand.png|800px|frameless|center|Example: Seat Heating as Physical-Feature-on-Demand]] | [[File:3.1-SalesOnDemand.png|800px|frameless|center|Example: Seat Heating as Physical-Feature-on-Demand]] |
Revision as of 19:34, 6 August 2021
Operations Perspective of Digital OEM
The operations perspective of the Digital OEM and his AIoT-enabled products will include a number of different elements. The sales organization will be responsible for supporting the new, digital-enabled features and services. The support organization must be able to handle the added product complexity. And finally, the DevOps organization must be able to continuously enhance and optimize the digital product offering.
Sales
Understanding the digital transformation from a sales perspective is essential for its success. The Digital OEM is presented with many opportunities, which must be properly adopted by the sales organization.
AIoT will provide the sales and marketing organization with the opportunity to truly understand how customers are using the products in the field. Together with other data, e.g. from web analytics, CRM and social media, this will enable the sales and marketing organization to better target new and existing customers, e.g. for up-selling of newly available digital-enabled features.
In case the new offerings include some kind of fleet/asset/feature-as-a-service element, it will be important that the sales organization is adopted accordingly. This will include many aspects, including sales commissions and incentives, sales processes, and customer engagement.
An interesting on-demand example in seat-heating-on-demand, as shown in the figure below. Traditionally, seat heating is sold as an add-on during the car sales process. Only if it is configured in the beginning will be car be equipped with it in the factory. The on-demand version assumes that all cars are equipped with the seat heating functionality. Customers can then use the car app to activate the feature on demand. The pricing for the feature could be dynamic, determined by an AI.
In this example, responsibility for selling this feature would move from the sales rep who is selling the car in the first place to the team which is responsible for demand generation for digital features.
Authors and Contributors
|