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.
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Future of Marketing | Marketing Tools for CMOs
1. A Day in the Life of a CMO 2016
Brian Fetherstonhaugh
Chairman & CEO
OgilvyOne Worldwide
2. Mikael Pinders
CMO, Big Green
2016: A day in the life........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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• 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
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. He drills into the UK to uncover the
real problem.
................................................................................................................
8:15am
The daily wake up.
................................................................................................................
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.
8. Mikael has a first meeting with his European
regional lead, his segment manager and the UK
Marketing manager.
9:00am
Diagnosis.................................................................................................................
................................................................................................................
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. 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.................................................................................................................
................................................................................................................
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. 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...................................................................................................................................
..................................................................................................................................
17. On his way to lunch Mikael receives a Mobile alert:
crisis in Latina.
12.15pm
Crisis.................................................................................................................
................................................................................................................
18. Mikael isolates it’s a PR crisis in Chile.
12.15pm
Crisis.................................................................................................................
................................................................................................................
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. Mikael identifies the most important Influencers
and Customers (based on TCV) who must be
addressed by the Agile Response Team.
12.15pm
Crisis.................................................................................................................
................................................................................................................
21. 2:00pm
Fill the talent gap.
.......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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. 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.
................................................................................................................
25. 4.15pm
Meet the CMTO.
Mikael meets with his new
technology partner, the Chief
Marketing Technology Officer.
................................................................................................................
................................................................................................................
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. 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. 5.35pm
CMTO response.
The Market Place
• Web research
• Vendor RFI’s
• Peer reviews
• Competitive benchmarks
CMTO Action List:................................................................................................................
................................................................................................................
29. 5.35pm
CMTO response.
Talk to CIO / IT
• Is there a real gap?
• Data implications
• Enterprise integration
CMTO Action List:
................................................................................................................
................................................................................................................
30. He’ll get back to the CMO with proposals within
two weeks.
5.35pm
CMTO response.................................................................................................................
................................................................................................................
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.................................................................................................................
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