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#b2bnl
Smarter Marketing                                                   in a Smarter WorldRONALD VELTENDirector Marketing, Com...
30 MINUTES PRESENTATION   THE MAJOR CMO CHALLENGES & MARKETING AT IBM              4
30 MINUTES DIALOGUETHE MAJOR CMO CHALLENGES & MARKETING AT IBM                 5
@ronaldvelten#IBMB2B
From Stretched to Strengthened    Getting Fit for the Future
The interviewed CMOs discovered three key               domains of improvement     Deliver value to                    Cap...
Benelux CMOs are more focused on understanding markets andcampaigns rather than individuals to shape their strategies     ...
Benelux CMOs miss out on a huge opportunity by underutilizinginternal and external customer data      Segmentation/targeti...
In Benelux the corporate character is less understood and significantwork on internal branding needs to be done           ...
In Benelux the corporate character is less understood and significantwork on internal branding needs to be done           ...
By 2015, ROI will be the leading measure of success                Marketing ROI                             63%          ...
But in Benelux we believe Net Promoter Score will be the numberone method for determining success by 2015                M...
Bottom line; to truly deliver marketing ROI, CMOs need to havesignificant influence across all four Ps, not just promotion...
CMOs must expand their personal influence by shifting to newcapabilities that focus on technology, social media and ROI   ...
5 of the steps moving IBM Marketing        from stretched to strengthened1. Redefinition of marketings functional value2. ...
Redefinition of marketings functional value Corporate                     Making                       Capturing          ...
Simplified Customer Model
Marketing Automation
http://www.theinteractivemarketingjourney.com/
Digital Transformation
Field Enablement
Increased Field Enablement
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
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From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM

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Most companies don’t know how to listen to customers. IBM interviewed more than 1700 CMO’s face-to-face about their vision, challenges and barriers. Ronald will talk about the Study results and look at the consequences for B2B marketing.


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Transcript of "From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM"

  1. 1. #b2bnl
  2. 2. Smarter Marketing in a Smarter WorldRONALD VELTENDirector Marketing, Communications & CitizenshipIBM Benelux
  3. 3. 30 MINUTES PRESENTATION THE MAJOR CMO CHALLENGES & MARKETING AT IBM 4
  4. 4. 30 MINUTES DIALOGUETHE MAJOR CMO CHALLENGES & MARKETING AT IBM 5
  5. 5. @ronaldvelten#IBMB2B
  6. 6. From Stretched to Strengthened Getting Fit for the Future
  7. 7. The interviewed CMOs discovered three key domains of improvement Deliver value to Capture empowered value, measure customers results Foster lasting connections16
  8. 8. Benelux CMOs are more focused on understanding markets andcampaigns 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
  9. 9. Benelux CMOs miss out on a huge opportunity by underutilizinginternal 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 19
  10. 10. In Benelux the corporate character is less understood and significantwork 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
  11. 11. In Benelux the corporate character is less understood and significantwork 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
  12. 12. 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
  13. 13. But in Benelux we believe Net Promoter Score will be the numberone 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
  14. 14. Bottom line; to truly deliver marketing ROI, CMOs need to havesignificant influence across all four Ps, not just promotion Promotion 80% Products 56% Place 44% Price 44% © 2011 IBM Corporation
  15. 15. CMOs must expand their personal influence by shifting to newcapabilities that focus on technology, social media and ROI Capabilities for personal success over next 3-5 yearsPercent 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
  16. 16. 5 of the steps moving IBM Marketing from stretched to strengthened1. Redefinition of marketings functional value2. Simplified Segmentation Model3. Full Marketing Automation4. Digital Transformation5. Field Enablement
  17. 17. 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 externally27
  18. 18. Simplified Customer Model
  19. 19. Marketing Automation
  20. 20. http://www.theinteractivemarketingjourney.com/
  21. 21. Digital Transformation
  22. 22. Field Enablement
  23. 23. Increased Field Enablement
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