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........................................................................
.............................................................................................................................
8:15am
The daily wake up.....................................................................................................
He drills into the UK to uncover the
real problem.
..........................................................................
8:15am
The daily wake up.....................................................................................................
9:00am
Diagnosis.
...........................................................................................................
Mikael has a first meeting with his European
regional lead, his segment manager and the UK
Marketing manager.
9:00am
Diagno...
On their dashboard, they first look
at the UK's sales and marketing investments by
segments, clients
and influencers. They c...
They look into individual firms and customers
database to identify
primary-immediate targets. A simple view
provides all ke...
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 conve...
Agree Problem Agree Diagnosis Agree the Shift
From
- - - - - - - - - - - - - - -
-
Closing
To
- - - - - - - - - - - - - - ...
10:30am
Make it happen.
.....................................................................................................
10:30am
Make it happen.......................................................................................................
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
notificat...
Mikael identifies the most important Influencers
and Customers (based on TCV) who must be
addressed by the Agile Response Te...
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.
...........
Digital
Blood Hounds
Marketing
– Day Trader
Editor in Chief
– Content Yenta
Mikael meets with the CHRO.
He needs more spec...
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 t...
How can we get
competitive
advantage?
1
4.15pm
Challenge to CMTO
How can you make
sure it integrates with
our IT systems?
...
5.35pm
CMTO response.
The Market Place
• Web research
• Vendor RFI’s
• Peer reviews
• Competitive benchmarks
CMTO Action L...
5.35pm
CMTO response.
Talk to CIO / IT
• Is there a real gap?
• Data implications
• Enterprise integration
CMTO Action Lis...
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. H...
Brian Fetherstonhaugh
@BrianOgilvy
linkedin.com/in/brianfetherstonhaugh
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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 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.

Published in: Marketing, Business

Future of Marketing | Marketing Tools for CMOs

  1. 1. A Day in the Life of a CMO 2016 Brian Fetherstonhaugh Chairman & CEO OgilvyOne Worldwide
  2. 2. 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
  3. 3. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 8:15am The daily wake up.
  4. 4. 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.
  5. 5. He drills into the UK to uncover the real problem. ................................................................................................................ 8:15am The daily wake up. ................................................................................................................
  6. 6. 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.
  7. 7. 9:00am Diagnosis. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  8. 8. Mikael has a first meeting with his European regional lead, his segment manager and the UK Marketing manager. 9:00am Diagnosis................................................................................................................. ................................................................................................................
  9. 9. 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................................................................................................................. ................................................................................................................
  10. 10. 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................................................................................................................. ................................................................................................................
  11. 11. 9:45am An adult conversation. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  12. 12. 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................................................................................................................................... ..................................................................................................................................
  13. 13. 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................................................................................................................................... ..................................................................................................................................
  14. 14. 10:30am Make it happen. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  15. 15. 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
  16. 16. 12:15pm Crisis. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  17. 17. On his way to lunch Mikael receives a Mobile alert: crisis in Latina. 12.15pm Crisis................................................................................................................. ................................................................................................................
  18. 18. Mikael isolates it’s a PR crisis in Chile. 12.15pm Crisis................................................................................................................. ................................................................................................................
  19. 19. From his mobile dashboard, Mikael scans the most relevant experts to deal with this topic. He sends them an Alert notification. 12.15pm Crisis................................................................................................................. ................................................................................................................
  20. 20. Mikael identifies the most important Influencers and Customers (based on TCV) who must be addressed by the Agile Response Team. 12.15pm Crisis................................................................................................................. ................................................................................................................
  21. 21. 2:00pm Fill the talent gap. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  22. 22. 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. ................................................................................................................
  23. 23. 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. ................................................................................................................
  24. 24. 4:15pm Meet the CMTO. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  25. 25. 4.15pm Meet the CMTO. Mikael meets with his new technology partner, the Chief Marketing Technology Officer. ................................................................................................................ ................................................................................................................
  26. 26. 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................................................................................................................. ................................................................................................................
  27. 27. How can we get competitive advantage? 1 4.15pm Challenge to CMTO How can you make sure it integrates with our IT systems? 2 ................................................................................................................ ................................................................................................................
  28. 28. 5.35pm CMTO response. The Market Place • Web research • Vendor RFI’s • Peer reviews • Competitive benchmarks CMTO Action List:................................................................................................................ ................................................................................................................
  29. 29. 5.35pm CMTO response. Talk to CIO / IT • Is there a real gap? • Data implications • Enterprise integration CMTO Action List: ................................................................................................................ ................................................................................................................
  30. 30. He’ll get back to the CMO with proposals within two weeks. 5.35pm CMTO response................................................................................................................. ................................................................................................................
  31. 31. 6:00pm CEO check in. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  32. 32. 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................................................................................................................. ................................................................................................................
  33. 33. Brian Fetherstonhaugh @BrianOgilvy linkedin.com/in/brianfetherstonhaugh
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