This document summarizes a presentation by Ronald Velten, Director of Marketing at IBM Benelux, on the challenges facing CMOs and IBM's approach to marketing. The presentation covers: - Three key domains CMOs must improve in: delivering value to empowered customers, capturing value and measuring results, and fostering lasting connections. - How IBM Marketing is moving from being "stretched" to "strengthened" through redefining its value, simplifying segmentation, implementing full marketing automation, digital transformation, and increasing field enablement. - Challenges Benelux CMOs face in understanding individuals, utilizing customer data, employees understanding corporate character, and the need to expand influence beyond just

2. #b2bnl

3. Smarter Marketing
in a Smarter World
RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux

4. 30 MINUTES PRESENTATION
THE MAJOR CMO CHALLENGES & MARKETING AT IBM
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5. 30 MINUTES DIALOGUE
THE MAJOR CMO CHALLENGES & MARKETING AT IBM
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6. @ronaldvelten
#IBMB2B

15. From Stretched to Strengthened
Getting Fit for the Future

16. The interviewed CMOs discovered three key
domains of improvement
Deliver value to Capture
empowered value, measure
customers results
Foster lasting
connections
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18. Benelux CMOs are more focused on understanding markets and
campaigns rather than individuals to shape their strategies
Market Research 84%
Competitive Benchmarking 86%
Campaign Analysis 79%
Consumer Reviews 44%
Blogs 35%
3rd Party Reviews 53%
© 2011 IBM Corporation

19. Benelux CMOs miss out on a huge opportunity by underutilizing
internal and external customer data
Segmentation/targeting 81%
Awareness/education 55%
Interest/desire 44%
Action/buy 64% Missed
opportunity
Use/enjoy 48%
Bond/advocate 38%
Transaction focused Relationship focused
© 2011 IBM Corporation
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20. In Benelux the corporate character is less understood and significant
work on internal branding needs to be done
Is your corporate character understood in the marketplace?
56% 44%
say no or limited
say understood and (strong)
understanding of
contributor to brand success
corporate character
0% 29% 27% 31% 13%
Not understood Strong contributor to the brand’s success
© 2011 IBM Corporation

21. In Benelux the corporate character is less understood and significant
work on internal branding needs to be done
Is your corporate character understood in the marketplace?
56% 44%
say no or limited
say understood and (strong)
understanding of
contributor to brand success
corporate character
0% 29% 27% 31% 13%
Not understood Strong contributor to the brand’s success
Is much more work needed to get employees on board?
75% 25%
say significant or much say no or very
work needed limited work needed
25% 30% 21% 18% 7%
Significant work needed No work needed
© 2011 IBM Corporation

22. By 2015, ROI will be the leading measure of success
Marketing ROI 63%
Customer experience 58%
Conversion rate/new customers 48%
Overall sales 45%
Marketing-influenced sales 42%
Revenue per customer 42%
Social media metrics 38%
© 2011 IBM Corporation

23. But in Benelux we believe Net Promoter Score will be the number
one method for determining success by 2015
Marketing ROI 53%
Customer experience 61%
Conversion rate/new customers 51%
Overall sales 40%
Marketing-influenced sales 33%
Revenue per customer 42%
Social media metrics 30%
Net Promoter Score 63%
© 2011 IBM Corporation

24. Bottom line; to truly deliver marketing ROI, CMOs need to have
significant influence across all four Ps, not just promotion
Promotion 80%
Products 56%
Place 44%
Price 44%
© 2011 IBM Corporation

25. CMOs must expand their personal influence by shifting to new
capabilities that focus on technology, social media and ROI
Capabilities for personal success over next 3-5 years
Percent of CMOs selecting capabilities
Leadership abilities 65%
Voice of the customer insights 63%
Creative thinking 60%
Cross-CxO collaboration 49%
Competitive trends insights 45%
Analytics aptitude 45%
Management capabilities 31%
Understanding products/services value chain 30%
Demand creation capabilities 30%
Technology savviness 28%
Social media expertise 25%
Finance skills 16%
© 2011 IBM Corporation

26. 5 of the steps moving IBM Marketing
from stretched to strengthened
1. Redefinition of marketings functional value
2. Simplified Segmentation Model
3. Full Marketing Automation
4. Digital Transformation
5. Field Enablement

27. Redefinition of marketings functional value
Corporate Making Capturing Marketing
Character Markets Markets Eminence
The intentional management Planning and strategy The art and science Active development
of brand and culture for future growth of demand management of a best of breed function
Planning the strategy for Implement an end2end Establish a best of breed
Focus on building the
future growth by focus demand system and Marketing team that is
IBM Brand and internal
on growth plays result-driven recognized internally and
cultural transformation
And our roadmap 2015 attitude externally
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28. Simplified Customer Model

29. Marketing Automation

30. http://www.theinteractivemarketingjourney.com/

31. Digital Transformation

32. Field Enablement

33. Increased Field Enablement