RONALD C. VINING 
Future Of Business: 
What Does It Mean For CMOs? 
Ron Vining 
Managing Director - BrandInflux, a Learnam...
The Modern Marketer : 
Visionary, Technologist, Operative 
Seemingly limitless possibilities await….. 
• The Visionary 
• ...
Overview : The modern marketer 
Visionary 
 Landscape 
 Audience 
 Creative 
© 2014 SAP AG or an SAP affiliate company....
Overview : The modern marketer 
Technologist 
 Innovation 
 Platform 
 Devices 
Visionary 
 Landscape 
 Audience 
 C...
Operative 
 Strategy 
 Execution 
 Leadership 
Overview : The modern marketer 
Technologist 
 Innovation 
 Platform 
...
What type of CMO is needed for your business? 
? ? ? 
© 2014 SAP AG or an SAP affiliate company. All rights reserved. Inte...
What type of CMO are you? 
The 
Visionary 
The 
Operative 
The 
Technologist 
© 2014 SAP AG or an SAP affiliate company. A...
The Visionary CMO understands… 
Landscape Audience Creative 
© 2014 SAP AG or an SAP affiliate company. All rights reserve...
The Visionary CMO understands… 
Landscape Audience Creative 
Everything related to marketing has fundamentally 
changed: 
...
The Visionary CMO understands… 
Landscape Audience Creative 
The customer has evolved & the engagement tactics 
have drama...
The Visionary CMO understands… 
Landscape Audience Creative 
The fundamentals have evolved beyond product, price, 
promoti...
The Visionary Marketer : 
How to generate compelling content that fits your market landscape 
and appeals to your social, ...
The Visionary Marketer : 
How to generate compelling content that fits your market landscape 
and appeals to your social, ...
The Visionary Marketer : 
Generates compelling content that fits your market landscape and 
appeals to your social, mobile...
The Technologist CMO understands : 
Innovation Platform Devices 
© 2014 SAP AG or an SAP affiliate company. All rights res...
The Technologist CMO understands… 
Innovation Platform Devices 
Enables rapid adoption, creation & deployment of fresh 
wa...
The Technologist CMO understands… 
Innovation Platform Devices 
Presents ubiquitous software solutions over traditional IT...
The Technologist CMO understands… 
Innovation Platform Devices 
Deliver limited-cost opportunities to engage and 
measure ...
The Technologist Marketer : 
How do you lead innovation when traditional IT has the budget and 
does not understand modern...
The Technologist Marketer : 
How do you lead innovation when traditional IT has the budget and 
does not understand modern...
The Technologist Marketer : 
How do you lead innovation when traditional IT has the budget and 
does not understand modern...
The Operative CMO understands… 
Strategy Execution Leadership 
© 2014 SAP AG or an SAP affiliate company. All rights reser...
The Operative CMO understands… 
Strategy Execution Leadership 
Vision is a collection of unique ideas, an actionable path ...
The Operative CMO understands… 
Strategy Execution Leadership 
Requires a dramatic shift in status from support function 
...
The Operative CMO understands… 
Strategy Execution Leadership 
The characteristic most lacking in executives, yet most 
re...
The Operative Marketer : 
How do you take advantage of “Big Bang Disruption” to drive your 
organization to catastrophic s...
The Operative Marketer : 
How do you take advantage of “Big Bang Disruption” to drive your 
organization to catastrophic s...
The Operative Marketer : 
Drive organizational “Big Bang Disruption” via new strategy, 
execution and leadership to catast...
So, what type of CMO is needed for your business? 
? ? ? 
© 2014 SAP AG or an SAP affiliate company. All rights reserved. ...
What type of CMO are you? 
The 
Visionary 
The 
Operative 
The 
Technologist 
© 2014 SAP AG or an SAP affiliate company. A...
What type of CMO are you? 
The 
Visionary 
© 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 31 
Co...
What type of CMO are you? 
The 
Visionary 
The 
Technologist 
© 2014 SAP AG or an SAP affiliate company. All rights reserv...
What type of CMO are you? 
The 
Visionary 
The 
Technologist 
The 
Operative 
© 2014 SAP AG or an SAP affiliate company. A...
The Modern Marketer is ALL three! 
A Content Curating, Media Savvy & Optimized Influencer who 
enables, equips & empowers ...
Roundtable discussion 
Key topics.…. 
 What type of CMO are you currently? 
 How do you feel that the role of CMO has 
c...
Thank You! 
Ron Vining 
me@ronvining.com 
RONALD C. VINING 
Advisor | CMO | Professor 
© 2014 SAP AG or an SAP affiliate c...
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Future of Business: What Does It Mean for CMOs

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With unprecedented changes and opportunities, leaders around the world are actively engaging in conversations on the Future of Business. So, what does it mean to CMOs? What's the role of marketing in the Future of Business? What type of CMO is needed for your business? Check out the slides presented by Ron Vining, Managing Director, BrandInflux, at SAP APJ Leadership Conversation Series.
Visit sap.com/sea/leadershipconversations for more information.

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  • http://chaetakadai.com/wp-content/uploads/2013/08/internetmadeourworldsmaller.jpg
  • Seemingly limitless possibilities await…
  • Traditional, Digital, Social & Mobile Media platforms
  • A survey of roughly 200 marketers last year by the Association of National Advertisers found that about 56% operated in-house agencies, up from 40% in 2008.

    http://blogs.wsj.com/cmo/2014/06/09/apple-isnt-the-only-company-moving-ad-work-in-house/

    Apple Isn’t the Only Company Moving Ad Work In-House
    June 9, 2014, 12:33 AM ET
    By SUZANNE VRANICA


    http://www.fastcompany.com/3017413/most-innovative-companies-2012/29red-bull-media-house

    Fastcompany
    29_RED BULL MEDIA HOUSE
    FOR SHOWING WHAT IT REALLY MEANS TO TRANSFORM YOURSELF INTO A MEDIA BRAND
    BY TERESSA IEZZI
  • Accenture Technology Vision 2014 Report
  • Accenture Technology Vision 2014 Report
  • http://miriadna.com/desctopwalls/images/max/Sky,-clouds-and-sea.jpg
  • Future of Business: What Does It Mean for CMOs

    1. 1. RONALD C. VINING Future Of Business: What Does It Mean For CMOs? Ron Vining Managing Director - BrandInflux, a Learnami Interactive Technologies company Adjunct Professor - The University of Massachusetts Former CMO /Group Marketing Director - Aspire Lifestyles, an International SOS company Advisor | CMO | Professor Source: http://chaetakadai.com/wp-content/uploads/2013/08/internetmadeourworldsmaller.jpg © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 1 Confidential ©2014 www.RonVining.com, All Rights Reserved
    2. 2. The Modern Marketer : Visionary, Technologist, Operative Seemingly limitless possibilities await….. • The Visionary • The Technologist • The Operative © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 2
    3. 3. Overview : The modern marketer Visionary  Landscape  Audience  Creative © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 3 Confidential ©2014 www.RonVining.com, All Rights Reserved
    4. 4. Overview : The modern marketer Technologist  Innovation  Platform  Devices Visionary  Landscape  Audience  Creative © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 4 Confidential ©2014 www.RonVining.com, All Rights Reserved
    5. 5. Operative  Strategy  Execution  Leadership Overview : The modern marketer Technologist  Innovation  Platform  Devices Visionary  Landscape  Audience  Creative © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 5 Confidential ©2014 www.RonVining.com, All Rights Reserved
    6. 6. What type of CMO is needed for your business? ? ? ? © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 6 Confidential ©2014 www.RonVining.com, All Rights Reserved
    7. 7. What type of CMO are you? The Visionary The Operative The Technologist © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 7 Confidential ©2014 www.RonVining.com, All Rights Reserved
    8. 8. The Visionary CMO understands… Landscape Audience Creative © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 8 Confidential ©2014 www.RonVining.com, All Rights Reserved
    9. 9. The Visionary CMO understands… Landscape Audience Creative Everything related to marketing has fundamentally changed: • Role • Tools • Market © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 9 Confidential ©2014 www.RonVining.com, All Rights Reserved
    10. 10. The Visionary CMO understands… Landscape Audience Creative The customer has evolved & the engagement tactics have dramatically changed: • Social • Mobile • Global © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 10 Confidential ©2014 www.RonVining.com, All Rights Reserved
    11. 11. The Visionary CMO understands… Landscape Audience Creative The fundamentals have evolved beyond product, price, promotion & place to fully encompass unified: • Messaging & Sales • Advertising & Branding • Corporate Communications & Public Relations © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 11 Confidential ©2014 www.RonVining.com, All Rights Reserved
    12. 12. The Visionary Marketer : How to generate compelling content that fits your market landscape and appeals to your social, mobile & global audience? In-house? Agency? © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 12 Confidential ©2014 www.RonVining.com, All Rights Reserved
    13. 13. The Visionary Marketer : How to generate compelling content that fits your market landscape and appeals to your social, mobile & global audience? In-house? Agency? What are your resources vs. needs? • Budget vs. headcount • Talent diversity vs. scalability • Content availability • Marketing is now in real-time • Who best understands your IP © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 13 Confidential ©2014 www.RonVining.com, All Rights Reserved
    14. 14. The Visionary Marketer : Generates compelling content that fits your market landscape and appeals to your social, mobile & global audience. In-house! According to The Wall Street Journal, 56% of marketers now operate in-house agencies, vs. just 40% in 2008, a trend started by Red Bull in 2007, to become more: • Nimble • Cost saving • Unified operational & brand strategy • Unique content across omni-channels © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 14 Confidential ©2014 www.RonVining.com, All Rights Reserved
    15. 15. The Technologist CMO understands : Innovation Platform Devices © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 15 Confidential ©2014 www.RonVining.com, All Rights Reserved
    16. 16. The Technologist CMO understands… Innovation Platform Devices Enables rapid adoption, creation & deployment of fresh ways to: • Capture Data • Directly Engage • Modify & Measure Campaigns © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 16 Confidential ©2014 www.RonVining.com, All Rights Reserved
    17. 17. The Technologist CMO understands… Innovation Platform Devices Presents ubiquitous software solutions over traditional IT that are user-friendly & highly: • Flexible • Scalable • Cost Effective © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 17 Confidential ©2014 www.RonVining.com, All Rights Reserved
    18. 18. The Technologist CMO understands… Innovation Platform Devices Deliver limited-cost opportunities to engage and measure internal & external audience interaction any time, location, platform across: • Dedicated Apps • Web-based Apps • Virtual & Physical Ecosystems © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 18 Confidential ©2014 www.RonVining.com, All Rights Reserved
    19. 19. The Technologist Marketer : How do you lead innovation when traditional IT has the budget and does not understand modern marketing? Data Integrate Engage © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 19 Confidential ©2014 www.RonVining.com, All Rights Reserved
    20. 20. The Technologist Marketer : How do you lead innovation when traditional IT has the budget and does not understand modern marketing? Data Integrate Engage According to Gartner, by 2017, CMOs will outspend CIOs on IT: • Utilize Big Data for big wins • Erase Marketing / IT firewalls • Shift focus on consumer engagement tools © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 20 Confidential ©2014 www.RonVining.com, All Rights Reserved
    21. 21. The Technologist Marketer : How do you lead innovation when traditional IT has the budget and does not understand modern marketing? Data Integrate Engage Launched in 2013, MyDisneyExperience combines the use of mobile App and an all-in-one RFID wristband to: • Seamlessly utilize & capture consumer data • Fully integrate marketing, operations & technology • Realize the totality of consumer experience © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 21 Confidential ©2014 www.RonVining.com, All Rights Reserved
    22. 22. The Operative CMO understands… Strategy Execution Leadership © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 22 Confidential ©2014 www.RonVining.com, All Rights Reserved
    23. 23. The Operative CMO understands… Strategy Execution Leadership Vision is a collection of unique ideas, an actionable path to achieve it is entirely different & requires: • Plan • Budget • Support © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 23 Confidential ©2014 www.RonVining.com, All Rights Reserved
    24. 24. The Operative CMO understands… Strategy Execution Leadership Requires a dramatic shift in status from support function to the executive, financial & operations suite, thus having: • A Full Seat at the Table • Autonomy to Set the Vision • Authority to Implement the Strategy © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 24 Confidential ©2014 www.RonVining.com, All Rights Reserved
    25. 25. The Operative CMO understands… Strategy Execution Leadership The characteristic most lacking in executives, yet most required to: • Inspire Change • Foster Consensus • Deliver Results © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 25 Confidential ©2014 www.RonVining.com, All Rights Reserved
    26. 26. The Operative Marketer : How do you take advantage of “Big Bang Disruption” to drive your organization to catastrophic success? Influencer Borrower Disruptor © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 26 Confidential ©2014 www.RonVining.com, All Rights Reserved
    27. 27. The Operative Marketer : How do you take advantage of “Big Bang Disruption” to drive your organization to catastrophic success? Influencer Borrower Disruptor According to Forbes, markets have dramatically shifted from proprietary to combinatorial R&D, changing how: • Innovators design • Manufactures produce • Marketers sell © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 27 Confidential ©2014 www.RonVining.com, All Rights Reserved
    28. 28. The Operative Marketer : Drive organizational “Big Bang Disruption” via new strategy, execution and leadership to catastrophic success. Influencer Borrower Disruptor Angel investor / serial entrepreneur Lei Jun founded Xiaomi in 2009, projects sales of 60M phones in 2014: • MIUI product design & OS forum 20M participants • Over 6M Sina Weibo & WeChat subscribers • In seconds, sold 75K phones across India via flipkart © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 28 Confidential ©2014 www.RonVining.com, All Rights Reserved
    29. 29. So, what type of CMO is needed for your business? ? ? ? © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 29 Confidential ©2014 www.RonVining.com, All Rights Reserved
    30. 30. What type of CMO are you? The Visionary The Operative The Technologist © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 30 Confidential ©2014 www.RonVining.com, All Rights Reserved
    31. 31. What type of CMO are you? The Visionary © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 31 Confidential ©2014 www.RonVining.com, All Rights Reserved
    32. 32. What type of CMO are you? The Visionary The Technologist © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 32 Confidential ©2014 www.RonVining.com, All Rights Reserved
    33. 33. What type of CMO are you? The Visionary The Technologist The Operative © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 33 Confidential ©2014 www.RonVining.com, All Rights Reserved
    34. 34. The Modern Marketer is ALL three! A Content Curating, Media Savvy & Optimized Influencer who enables, equips & empowers others to meet the challenges of tomorrow, today… C M O Operative  Strategy  Execution  Leadership Technologist  Innovation  Platform  Devices Visionary  Landscape  Audience  Creative © 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 34 Confidential ©2014 www.RonVining.com, All Rights Reserved
    35. 35. Roundtable discussion Key topics.….  What type of CMO are you currently?  How do you feel that the role of CMO has changed? Does your CEO/Board have higher mandate for you?  What are the future impact of technology, millennial workforce, social and globalization on the expectations of marketing?  What innovation practices can we learn from each other? © 2014 SAP AG or an SAP affiliate company. All rights reserved. 35
    36. 36. Thank You! Ron Vining me@ronvining.com RONALD C. VINING Advisor | CMO | Professor © 2014 SAP AG or an SAP affiliate company. Confidential All rights reserved. ©2014 www.RonVining.com, IAntlle Rrnigahl ts Reserv3e6d
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