David Edelman, partner, marketing & sales practice, McKinsey, is moderating the panel.
Rubin is thanking the recession for giving digital a push. Edelman goes back to ask Rubin to expand on how
to prove digital. How to get the mo?
Rubin: 1. Do lots of pilots, demonstrate success, people start to adopt it. 2. Then, executive mandate (must prove it to everyone). 3. Metrics really make
the case. Show increase in sales calls, quality of leads have shorter sales cycle. My argument to sales forces: I'm giving you an extra month per quarter to make your quota.