Transforming Sales & Marketing
Berylls Mad Media is a strategic sales and marketing advisory firm with an implementation mindset. We are data-driven marketing, customer experience and brand experts, sales and marketing organization specialists and data and tech architects.
We exist because the digitalization of the customer journey is transforming the traditional automotive retail model, creating opportunities for truly individual customer relationships through closer and more frequent interactions.
We help clients secure customer loyalty, increase market share and grow retail margins across all businesses, whether it is sales, aftersales, financial services or mobility offers.
Our tool for cementing long-term customer relationships is the Berylls Mad Media Infinity Loop. The Infinity Loop links end-to-end (E2E) data to marketing on the left Loop side and to the cross-channel customer journey along the sales funnel on the right Loop side.
The Loop illustrates our capabilities within the automobility sales and marketing space where we support our clients in realizing unique customer experiences to optimize conversion and profitability. The Berylls Mad Media offering perfectly fits in with the Berylls Group Loop that illustrates the customer journey on the one side and the value chain of circularity upstream on the other side.
In an industry as competitive as automotive, every point of customer interaction can make the difference between converting a lead into a sale or missing the opportunity. Our tool for cementing long-term customer relationships is the Berylls Mad Media Infinity Loop and acts as a magnifying glass for the customer journey-side of the Berylls Loop.
The Infinity Loop links end-to-end (E2E) data to marketing on the left Loop side and to the cross-channel customer journey along the sales funnel on the right Loop side. The Loop combines our capabilities within the automobility sales and marketing space where we support our clients in realizing unique customer experiences to optimize conversion and profitability.
Capabilities
It takes skill and knowledge to bring the BMM Loop to life and master the industry’s marketing and sales transformation challenges. At Berylls Mad Media, we have these capabilities.
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Partner
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Partner
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Partner
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Partner
Capabilities
We unlock and achieve OEMs’ long-term business value by applying strategic innovations in a structured approach.
“Business innovations succeed when they focus on outcomes – new products, processes, and use cases that allow the building of capabilities, business value, and buy-in.”
Jonas Wagner,
Partner
We create best-in-class brand experiences and achieve industry-leading customer satisfaction through customer experience (CX)².
“Companies that make CX a core focus area will create personalized customer journeys and loyalize their customers in the long-run, while reducing costs and increasing speed of innovation.”
We generate maximum business value by understanding OEMs’ data sources and by breaking down analytics barriers.
“Becoming a truly data-driven organization is the best way to delight customers and be commercially successful. Data is the basis for successfully designing and controlling the marketing and sales funnel.”
Sascha Kurth,
Partner
We create or enhance OEMs’ competitive advantage by mastering their organizational challenges, creating a comprehensive employee experience and a state-of-the-art working culture, which supports the overall CX.
“Strategy, enablement, and culture should be considered to build resilient organizations – however, all of this needs to be developed for and together with the people of each organization.”
Henry Lundt,
Principal
We utilize and harmonize technologies that are aligned with our clients’ data strategies so as to remain flexible while continuing to meet customer expectations and achieve business targets efficiently.
“Customer touchpoints are often based on non-unified IT systems and don’t access the same data. The holistic harmonization of data-transferring technologies enables a seamless experience along the entire customer journey.”
Philip Mews,
Principal
Identity
We design and shape resilient customer-first automotive organizations led by our data and impact-driven execution mindset – as your independent partner and advisor.
Key figures
Project Urgency
E-commerce in the automotive industry has been with us in various forms for more than 20 years – from lead generation machines in the used car sector to Tesla’s “5-Click” purchase journey. But for traditional OEMs the role of digital sales is still marginal. It is yet to unleash its full potential.
Project Approach
We were asked by a leading OEM to change this: from defining a customer-centric journey to turning digital sales into a significant share of total sales – all of this across various markets, touchpoints, and sales models both indirect and direct. By staffing an integrated team with various skillsets and experiences we were able to provide a single-sourced solution covering all relevant areas of the project.
Project Deliverable
To start, we developed a clear, customer-centric strategy and derived multiple customer journeys to create a target picture. Based on this target we defined the product portfolio and supported the requirement engineering for defining and designing a visual prototype. On finishing the development of the code artefacts we planned delivery and go-live dates matching the specific needs of different markets. To validate the sales journey with the end user, one of our teams analyzed customer behaviors and flows while identifying levers to drive traffic and conversion in all communication channels. We organized all these different work packages while connecting with a wide set of stakeholders in an overarching governance model. We provided a collaborative structure, while agile coaching, committees, reporting, and escalation paths boosted productivity, agility, and motivation across teams.
Project Urgency
As electric vehicles (EVs) take an increasing share of the mobility market, there is an emerging need to make charging an integral part of the customer experience. Companies need to recognize that the charging experience starts long before a vehicle pulls up to a charging station for the first time. It starts with researching EVs on OEM websites, watching YouTube videos and test-driving EVs.
Project Approach
We were asked by a major OEM to design an industry-leading charging customer journey. In our approach we closely followed the double diamond design process, which rigorously distinguishes between problem and solution. For the problem space, we considered current EV trends and upcoming EV launches by our client. We then defined four customer archetypes that each represents a set of charging-relevant characteristics, and identified two key variables – the level of experience with EVs and charging, and the willingness to deal with the technical details of charging.
Project Deliverable
For each customer archetype, we conducted a customer journey-mapping exercise. Based on today’s sales channel design, we identified charging-relevant touchpoints along the customer journey and assessed how happy the four archetypes would be with the current experience. From the difference between today’s experience and expectations for the future we derived “expectation gaps” for each touchpoint. We prioritized the most significant gaps and analyzed these in detail. Then we developed solutions for redesigning the customer journey around these touchpoints together with experts on customer interaction channels such as web, app, in-car, and retail.
Project Urgency
Organizations and their employees go through different emotional phases during transformation. We often observe that there is resistance to transformation if central leadership does not act transparently and there are a lack of committed transformation champions. Teams are often overwhelmed with the complexity of new ways of working and new processes, especially if they do not understand the reasons for change and how they can benefit from it.
Project Approach
If clients find themselves in such a situation, we recommend setting up a holistic transformation enablement program for successful employee mobilization and enablement of their new workflows. Our proven program approach consists of four modules:
Project Deliverable
Our experience shows that transformation enablement is successful when transformation itself is integrated into daily operations, when leadership builds a sponsor network, and when dedicated organizational responsibility and resources are assigned to transformative activities. It is only when a shared transformation implementation is driven from within the organization that sustainable change is achieved.
Project Urgency
Mobile apps have become an integral part of everyday life. With app-based solutions for driving tasks such as navigation, maintenance, and charging now widely available, the automotive industry is no exception. However, this is still uncharted territory for many incumbent OEMs, who are keen to ensure their apps offer a unique and relevant value proposition to their customers.
Project Approach
A leading OEM asked us to revolutionize their app strategy to better respond to growing competition from third parties and new internal requirements. To increase customer retention rates while creating differentiating selling points, we established a common strategic framework that evolves user-centric features, services, and content simultaneously.
Project Deliverable
We conducted a comprehensive competitor analysis, reviewed and refined internal requirements, and evaluated external trends. In so doing, we identified premises and differentiators and proposed new focus topics. Finally, we developed an aligned target picture that included making selected in-car functions available exclusively through the app to ensure it maintained a high level of attractiveness.
Project Urgency
Many automotive OEMs plan their sales and marketing activities separately. This creates ambiguity when it comes to measuring the sales funnel’s contribution toward sales target achievement. Failure to link key sales performance indicators to the sales performance of individual models and the contribution made by specific marketing activities often results in failure to identify risks of sales targets being missed early enough to take appropriate countermeasures.
Project Approach
We developed and implemented a reverse marketing and sales funnel planning method that worked back from the sales targets. We also set up an active funnel management that cut across sales and marketing and developed a machine learning-enabled sales funnel prediction modelling that supports proactively steering sales and marketing activities and predictively re-calibrating sales and marketing ambition levels.
Project Deliverable
We connected marketing and sales planning through interlinked target-setting on a model and market basis. We complemented this with a predictive monitoring system that cuts across customer touchpoints to ensure that key performance indicators are clearly linked to the sales performance of individual models and the contribution made by specific sales and marketing activities. The system’s predictive capabilities now support the optimal allocation of sales and marketing funds and activities.
Project Urgency
By moving toward a digital customer experience, OEMs are radically overhauling their sales strategy. To maximize customer engagement and foster loyal fans, they aim to establish frequent customer interactions and build meaningful relationships. However, current communication channels and organizational structures often do not support this kind of community building.
Project Approach
We helped a major OEM develop a new community-based customer engagement strategy that is direct, personalized, evolving, and purposeful. By engaging existing and potential customers throughout the entire customer journey, we built a versatile community concept that evolves with the brand's objectives and adapts to different target groups. We conducted a customer survey in the UK with over 1,200 premium car buyers and intenders to gain a deep understanding of what they are looking for and how to actively engage them before and after a car purchase through a brand community.
Project Deliverable
We conducted a detailed cost analysis and delivered a comprehensive business case that demonstrated that a community could be more than a one-way investment – if orchestrated well, it can become a profit center of its own. We designed and set up an interconnected brand ecosystem, adaptable to market needs across first and third-party channels. We also developed a collaborative operating model between headquarters, markets, and community leads, encompassing roles, responsibilities, competencies, and stakeholder integration. Additionally, we provided recommendations on how to apply different interaction formats across the brand's worldwide markets.
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