Swift: Towards a customer-oriented go-to-market approach
0 likes251 views
This document discusses SWIFT's goal of implementing a more harmonized and customer-centric go-to-market approach. It notes that SWIFT faces challenges due to a changing global landscape, more complex markets, and evolving customer behaviors. The document outlines a project to assess SWIFT's current marketing and sales practices, develop a new customer-focused framework and tools, provide training to enable teams, and operationalize changes through governance and adoption measures. The goal is to improve customer insights, marketing skills, collaboration between teams, and SWIFT's competitive positioning in the market.
Swift: Towards a customer-oriented go-to-market approach
- 1. Go-to-market approach TOWARDS A CUSTOMER-ORIENTED Wim Van Winghe Partner at Minds&More Anne-Sophie Dockier Senior Marketing Analyst SWIFT “Many products, a single approach”
- 2. SWIFT IS A GLOBAL MEMBER-OWNED COOPERATIVE AND THE WORLD’S LEADING PROVIDER OF SECURE FINANCIAL MESSAGING SERVICES
- 3. 40 YEARS SERVING THE GLOBAL FINANCIAL COMMUNITY 70s 80s 90s 00s 10s 1973: Swift is born 1976: First operating centre opens 1977: SWIFT goes live – first message sent 1979: North America connects to SWIFT 1980: First Asian countries connect to SWIFT 1986: SWIFT launches value-added services 1987: SWIFT launches securities services 1992: Interbank File Transfer goes live 1994: Customer support centre opens in Hong Kong 1997: SWIFT technology centre opens in the United States 2001: SWIFTNet goes live 2004: ISO 20022 introduction 2008: SWIFT launches Alliance Lite 2009: SWIFT launches Innotribe 2012: SWIFT launches Sanctions Screening and Testing 2013: SWIFT opens operating centre in Switzerland and corporate services centre in Kuala Lumpur 2014: SWIFT’s KYC Registry goes live
- 4. SWIFT in Figures 7.1+ billionTotal FIN messages/year (2017) 32+ millionFIN messages peak day (2018) 200+ Countries and territories 99,999% Network availability (2018) 11,000+ Institutions connected to SWIFT
- 5. SWIFT 2020 Messaging Integration & Interfaces Shared Services Many-to-Many Grow and strengthen core ‘many-to-many’ financial messaging, connectivity and closely adjacent products and services Build our Financial Crime Compliance portfolio to meet the full spectrum of related challenges Market Infrastructures Expand and deepen offerings for Market Infrastructures
- 6. DRIVING FINTECH INNOVATION SWIFT continues to work with its community to investigate key change drivers in the industry and make real world change Regulation And compliance Global growth And inclusion Security And cybercrime Reduced costs Speed And efficiency Open access
- 7. 7 M&M Summit THE NEED FOR AN HARMONIZED AND CUSTOMER-CENTRIC GTM APPROACH
- 8. WHY? … presents challenges for SWIFT A CHANGING WORLD… New markets Diverse players New technologies MARKET EVOLUTION Global growth Cyber and security threats Regulation & Compliance INCREASE OF COMPLEXITY More products More competition MOVING LANDSCAPE Create more brand awareness to these new markets SWIFT IS STILL KNOWN AS A NETWORK PROVIDER Understanding the customer journey and provide them with the right information, at the right time, through the right channel CUSTOMER BUYING BEHAVIOR IS CHANGING
- 9. From …
- 10. … to
- 11. BRING EFFICIENCY, HARMONIZATION AND CUSTOMER-CENTRICITY INTO SWIFT GTM INITIATIVES Raise the bar on GTM execution to better support the business objectives WHY A consistent and customer-centric GTM approach WHAT Learn from the best, execute and collaborate HOW
- 12. PROJECT APPROACH ASSESSMENT • Sales • Marketing DEVELOP • Content • Platform ENABLEMENT • Awareness • Training OPERATIONALISE • Adoption • Governance
- 13. UNDERSTANDING THE GAPS • Diverse tools & methods • GTM approach and mind-set • Marketing competencies & skills • Lack of customer- and market insight • Product-feature centric MARKETING ASSESSMENT • Complex buying cycles – many stakeholders • New markets and broaden customer base • Need for relevant and up-to-date collateral • Broken feedback loop • Glo-cal product offering SALES Customer Focus Internal Alignment & Collaboration Time-to-Market Excellence in execution MINDSET CHANGE
- 14. DEVELOP Customer Focus Internal Alignment & Collaboration Time-to-Market Excellence in execution THE SWIFT PRODUCT MARKETING FRAMEWORK - PMF
- 15. LEARNING AND BEST PRACTICE KITS DEVELOP BUILD THE FOUNDATION PREPARE THE GROUND RAISE THE BAR ON EXECUTION POST-LAUNCH 1. Product-Market Combinations 2. Customer-Centric Value Proposition 3. Competitive Positioning INITIATE 4. Customer Validation 5. Integrated Marcomms plan 6. Sales Readiness PRE-LAUNCH 7. Strategy & Execution Plan LAUNCH 8. Product & Business monitoring 9. Customer references 10. Product Roadmap INITIATE
- 16. AN INTEGRATED PLATFORM FOR MARKETING AND SALES DEVELOP ACCESS LEARN MANAGE CREATE SHARE SHARE COLLABORATE MARKETING SALES
- 17. OPERATIONALISE • Adoption • Governance CHANGE MANAGEMENT ENABLEMENT • Awareness • Training
- 18. AWARENESS AND TRAINING Wave 1 AWARENESS • Info-sessions to Marketing & Core Platforms teams • Introduction sessions during team meetings and marketing all-hands • Platform released to Marketing teams • PMF Newsletter Wave 2 COACHING • Selection of best-in-class GTM Pilot • Team coaching and workshop sessions • 1-1 coaching Wave 3 TRAINING • Deep-dive classroom training at HQ and London Office • Webinar trainings for remote regions (US & APAC) • e-learning modules for continuous learning and new hires (Q4 2018) ENABLEMENT
- 19. AWARENESS AND TRAINING Wave 1 AWARENESS • Info-sessions to Marketing & Core Platforms teams • Introduction sessions during team meetings and marketing all-hands • Platform released to Marketing teams • PMF Newsletter Wave 2 COACHING • Selection of best-in-class GTM Pilot • Team coaching and workshop sessions • 1-1 coaching Wave 3 TRAINING • Deep-dive classroom training at HQ and London Office • Webinar trainings for remote regions (US & APAC) • e-learning modules for continuous learning and new hires (Q4 2018) ENABLEMENT • Executive engagement & endorsement • Training attendance rates • Industry best practices CHANGE MANAGEMENT
- 21. OPERATIONALISE ADOPTION AND GOVERNANCE Wave 1 EARLY ADOPTION • Delivering best-in-class deliverables through deep engagement with pilot teams • Enriched platform with internal practices and methods • Celebrating early wins and successes Wave 2 ANCHORING • Embedding PMF in existing Stage Gate Process • Partnering with Marketing Communications and regional teams • Open the platform to drive Sales & Mkt Collaboration • Intensified internal comms and excitement Wave 3 CONTINUOUS IMPROVEMENT • Optimize User Experience and relevance • Integrate other initiatives (Pricing, Partner Management) • Adapt to Agile Development approach
- 22. OPERATIONALISE ADOPTION AND GOVERNANCE Wave 1 EARLY ADOPTION • Delivering best-in-class deliverables through deep engagement with pilot teams • Enriched platform with internal practices and methods • Celebrating early wins and successes Wave 2 ANCHORING • Embedding PMF in existing Stage Gate Process • Partnering with Marketing Communications and regional teams • Open the platform to drive Sales & Mkt Collaboration • Intensified internal comms and excitement Wave 3 CONTINUOUS IMPROVEMENT • Optimize User Experience and relevance • Integrate other initiatives (Pricing, Partner Management) • Adapt to Agile Development approach • Quantity and Quality measurement • Feedback loop from sales • Marketing and Sales Ambassadors CHANGE MANAGEMENT
- 23. PMF AMBASSADORS IN MARKETING AND SALES COMMUNITY OPERATIONALISE
- 24. LESSONS LEARNED Governance HR support EXECUTIVE ENGAGEMENT Hands-on guidance Workshops & coaching Pilot Approach TRAINING AND ADOPTION Internal Communication Excitement & success sharing COMMUNICATION
- 25. IMPACT ON THE MARKETING ORGANISATION Better Customer insights Impactful campaigns DEVELOP BROAD MARKETING SKILLS Learn from the best Safe time Raise the bar LEVERAGING BEST PRACTICES Joint customer meetings Better alignment CLOSE COLLABORATION WITH SALES
- 26. MARKET AND BUSINESS IMPACT Targeting by segment and personas Product Differentiation BETTER CUSTOMER FIT Relevance Differentiating Substantiating COMPETITIVE POSITIONING Customer-led Agile & Co-Creation INNOVATION
- 27. Thank You