Future of Marketing | Marketing Tools for CMOs
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Future of Marketing | Marketing Tools for CMOs

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What will the future of marketing and the role of the CMO look like in 2016? OgilvyOne took a glimpse into the future by imagining a Day in the Life a CMO in 2016 – Mikael Pinders who is the global ...

What will the future of marketing and the role of the CMO look like in 2016? OgilvyOne took a glimpse into the future by imagining a Day in the Life a CMO in 2016 – Mikael Pinders who is the global CMO of an imaginary smart energy company called Big Green. Smart CMOs will have the correct marketing tools and technologies at their fingertips to deploy effective data driven marketing strategies and tactics.

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Future of Marketing | Marketing Tools for CMOs Future of Marketing | Marketing Tools for CMOs Presentation Transcript

  • A Day in the Life of a CMO 2016 Brian Fetherstonhaugh Chairman & CEO OgilvyOne Worldwide
  • Mikael Pinders CMO, Big Green 2016: A day in the life........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... ...................................................................................................................................................................................................................................................................................................................................................................... • Big Green - a Norwegian based, global green energy company. • Revenues of $ 2.5B • Manufacturing of extensive range of “hardware” (from wind turbines to solar panels to hydropower plants) and some ‘services” • Currently customers include Large Enterprise, Utilities and some SME
  • ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 8:15am The daily wake up.
  • 8:15am The daily wake up................................................................................................................. ................................................................................................................ Mikael checks his integrated Sales/Marketing dashboard. At a glance, he can see which are his most performing or worrying markets.
  • He drills into the UK to uncover the real problem. ................................................................................................................ 8:15am The daily wake up. ................................................................................................................
  • 8:15am The daily wake up................................................................................................................. ................................................................................................................ He then switches views to a heat-map of “Intent”. Big Green is falling behind competition and the brand sentiment is poor.
  • 9:00am Diagnosis. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  • Mikael has a first meeting with his European regional lead, his segment manager and the UK Marketing manager. 9:00am Diagnosis................................................................................................................. ................................................................................................................
  • On their dashboard, they first look at the UK's sales and marketing investments by segments, clients and influencers. They check sales, pipeline, spend and ROI. 9:00am Diagnosis................................................................................................................. ................................................................................................................
  • They look into individual firms and customers database to identify primary-immediate targets. A simple view provides all key information to decide on selection/action. 9:00am Diagnosis................................................................................................................. ................................................................................................................
  • 9:45am An adult conversation. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  • Mikael then meets with the Chief Sales Officer to see what can be done to help boost sales in the UK. 9:45am An adult conversation................................................................................................................................... ..................................................................................................................................
  • Agree Problem Agree Diagnosis Agree the Shift From - - - - - - - - - - - - - - - - Closing To - - - - - - - - - - - - - - - - Pipeline £2m Mikael then meets with the Chief Sales Officer to see what can be done to help boost sales in the UK. 9:45am An adult conversation................................................................................................................................... ..................................................................................................................................
  • 10:30am Make it happen. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  • 10:30am Make it happen................................................................................................................. ................................................................................................................ Mikael hosts an agile briefing with the Marketing coordinator to work on an immediate action plan for the UK, fueled by his discussion with the CSO. They build a brief by compiling all key elements reviewed in the morning
  • 12:15pm Crisis. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  • On his way to lunch Mikael receives a Mobile alert: crisis in Latina. 12.15pm Crisis................................................................................................................. ................................................................................................................
  • Mikael isolates it’s a PR crisis in Chile. 12.15pm Crisis................................................................................................................. ................................................................................................................
  • From his mobile dashboard, Mikael scans the most relevant experts to deal with this topic. He sends them an Alert notification. 12.15pm Crisis................................................................................................................. ................................................................................................................
  • Mikael identifies the most important Influencers and Customers (based on TCV) who must be addressed by the Agile Response Team. 12.15pm Crisis................................................................................................................. ................................................................................................................
  • 2:00pm Fill the talent gap. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  • Mikael meets with the CHRO. He needs more specialized talent. He asks him to launch a search for 3 new positions. ................................................................................................................ 2.00pm Fill the talent gap. ................................................................................................................
  • Digital Blood Hounds Marketing – Day Trader Editor in Chief – Content Yenta Mikael meets with the CHRO. He needs more specialized talent. He asks him to launch a search for 3 new positions. ................................................................................................................ 2.00pm Fill the talent gap. ................................................................................................................
  • 4:15pm Meet the CMTO. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  • 4.15pm Meet the CMTO. Mikael meets with his new technology partner, the Chief Marketing Technology Officer. ................................................................................................................ ................................................................................................................
  • Mikael describes the customer experience for small businesses who buy Big Green products and identifies a critical gap at the Buying stage. How can marketing technology help? 4.15pm CMO pain points................................................................................................................. ................................................................................................................
  • How can we get competitive advantage? 1 4.15pm Challenge to CMTO How can you make sure it integrates with our IT systems? 2 ................................................................................................................ ................................................................................................................
  • 5.35pm CMTO response. The Market Place • Web research • Vendor RFI’s • Peer reviews • Competitive benchmarks CMTO Action List:................................................................................................................ ................................................................................................................
  • 5.35pm CMTO response. Talk to CIO / IT • Is there a real gap? • Data implications • Enterprise integration CMTO Action List: ................................................................................................................ ................................................................................................................
  • He’ll get back to the CMO with proposals within two weeks. 5.35pm CMTO response................................................................................................................. ................................................................................................................
  • 6:00pm CEO check in. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  • Mikael checks the first signs of the evolution of the crisis in Chile and the report of his UK team on their action plan. He sends an Exec Sum to his CEO and CSO in one click. 6.00pm CEO check in................................................................................................................. ................................................................................................................
  • Brian Fetherstonhaugh @BrianOgilvy linkedin.com/in/brianfetherstonhaugh