Cebit Interview – Über die Zukunft der Arbeitswelt

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Die Arbeitswelt verändert sich. Die Menschheit fägt sich, ob Social Software, Social Media, Social Networking oder Web 2.0 harte Arbeit ist, oder die Produktivität der Businesswelt an den Abgrund treibt. Geht es nur um die Erhöhung des persönliche Reputationsindex, des Personal Scoring Index, oder ergibt sich nachhaltige Lead Generierung -erst kürzlich als Salestainability umschrieben- und neues Business einfach selbstständig aus Gesprächen?

Wenn man zum Interview auf der Cebit von IBM eingeladen wird, kann man in ein paar Minuten nicht alles sagen, was man gerne sagen würde. Man kann auch keine 3-Säulen-Strategie im Detail erläutern, die man in der Zukunft als essentiell für den erfolgreichen Einsatz des Social Web für die Webstrategie eines Unternehmens ansieht.

Ich wollte im Interview so verständlich wie nur möglich auf die wichtigen Trends und erfolgversprechenden Taktiken eingehen, die sich abzeichnen und teilweise heute schon gelebt werden in der Businesswelt. Hoffen wir, mir ist es gelungen…

Die Idee der Visualisierung meiner Gedanken von Anna Lena Schiller während des Interviews finde ich sehr gelungen. Sie greifen den Gedanken des Personal Web Managers auf (links oben), sowie die zukünftige zentrale Herausforderung für den Einzelnen, einen 24 Stunden Tag so effizient mittels Social Software zu nutzen wie einen 36 Stunden Tag.

Der IBM Social Business Channel gibt im übrigen noch weitere Einsichten diverser Vordenker im Social Web. Ich empfehle sich auch die Meinungen mal anzuhören bzw. anzusehen.

Nun interessiert mich eure Sichtweise der Zukunft der Arbeitswelt. Wie stellt ihr euch den Arbeitstag von morgen vor? Was fehlt euch heute, was wünscht ihr euch morgen? Bin gespannt, auf eure Gedanken…

Salestainability – a phrase or a challenge?

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No, the word did obviously not exist before… Or can a phrase come to live with Google not knowing about, nor finding it with their intelligent algorythm? If Google has not indexed one website with the phrase yet, can I claim the phrase as my innovation? Anyway… So, I just created the word today. Horray…

How did I come across it? Let me tell you how I thought about sales and sustainability…

In my eyes the word salestainability defines the future of a successful long-term strategy in business – especially in our social web world… Salestainability. The merger of sales and sustainability could become the formula for clever and intelligent business for the next generation C-level. For those managers who aim to get the balance right between the desire to use social web efficiency and to credit their own customer base for loyalty and advocacy.

Last week, I thought about the challenge for business decision makers to align their web-strategy with new opportunities that social media and social networks offer. And quite frankly, I can imagine that marketers might become kind of „greedy“ when thinking about the latest studies. When Deloitte and ExactTarget find that customers are mainly following brands because they want to get benefits, coupons or discounts, nobody would be surprised, if brands are sending rather than understanding.

The social web tends to offer many opportunities to do conversation with our customers without „spaming“ them. If customer become Facebook’s Fanpages they declare their open mind to brand activity, and are not only „Likes“, or brand advocates. If people accept Dell’s promotions and let the IT vendor generate 5 Mio. US dollars via Twitter accounts, we need to re-think our sales business and integrate it into our web-strategy to leverage the sales approach to the next level of SocialCRM if they are capable of doing it. And if customers respond to Groupons location-based promotions, they follow the studies results and motivate brands and companies to reach out to them.

Some might pick it up and use their old email tactics – often unpersonalized, uncustomized, unhuman… Feedback might not be valued the way it deserves to be recognized. Companies will start pushing promotions out to them. Why not, if they ask for it? Why not, on a daily basis? Why not challenge their current capabilities at high frequency, harness their brand feedback and hand out permanent sales offers? Why not…? Another study might tell them why

So far, so good…

Sales is the key driver for business. Business can’t live without push, promotion and placement. Upsale is upscale. No gain, much pain. Companies love to take the money from their customers but do they really care about sustainability? But how can a company in a world of quarterly reporting, balanced scorecards and budget pressure pay attention and give credit to sustainability?

The value of sustainability in business from an executive management point of view was just highlighted in the study „Sustainability: The ‘Embracers’ Seize Advantage“ from MIT Sloan Management Review and The Boston Consulting Group. Managers who take the sustainability approach as a key strategic metric to their business will improve brand reputation, claims the study. And most companies are „looking towards a world where sustainability is becoming a mainstream, if not required, part of the business strategy“. Thus, having an essential impact on their sales and web-strategy…

Salestainability is where the worlds of sales and sustainability face the competition to understand which customers are the best ones and how to embrace, hug them and treat them. Who are the best…?

Those who don’t follow/fan/like and still get emails, newsletters and direct mail and don’t unsubscribe?
Those who like the brand on Facebook and do conversation around a brand but don’t buy…?
Those who buy through Groupon, take cheap offers and are one-stop shoppers, never seen again?
Those who follow and listen through Twitter for bargains and rate them with a RT or share it?

Who knows the answer? The answer might be: Find the right salestainability!

Spot On!
Salestainability is not a phrase, it is a challenge. Salestainability is getting the balance right between „want“ and „wish“, and thinking about diversification and respect. It is an external strategic business attitude towards training the customer on the social web capabilities around a company and brand. Internally, it is about not exhausting the business immanent SocialCRM tactics. Letting the customers breath and take their own decisions without being pushed too hard, without getting under pressure – with the approach of willing to find and give the personal touch from and to the customer. With the pleasure for social shopping leasure.

That’s what I would define as the future salesforce. That’s what I would call… salestainability!

What do you think of salestainability, it’s definition and it’s future outlook for a business that creates a powerful and still customer-centric strategy?