From Marketing to Customer Building and managing brands in the mind of the consumer is changing. Technology and especially social media and mobile have seen the consumer take more control and exert more influence over brands and business than ever before. The influence of a brand is not simply how it is communicated, but how the customer experiences at every touchpoint. Meanwhile organisations struggle to manage the customer experience because their legacy silo structures mean they have a fragmented view of the market. The opportunity and the evident trend is for the Chief Marketing Officer (CMO) to expand their remit to align the organisation to the customer and to influence the organisation to deliver the customer experience the customer demands. This is the Chief Customer Officer (CCO) and they are coming to a brand near you. This was delivered on Thursday November 19, 2015 at The Hilton Sydney as part of the first Game Changers - a half-day conference dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing, in partnership with TrinityP3. The speakers panel included the industry's best, who shed light on some game-changing innovations and strategies in digital marketing. Ahmad, an e-commerce guru, talked about how even Australia's oldest bank manages to move and pivot at lightning fast speeds. Content marketing expert, Vanessa Stavrou shared how Contiki convinces Aussie travellers to visit Wintery Europe through captivating video and programmatic marketing. And last but not least, Darren Woolley, considered the Mr Wolf of Marketing Communications, shared his insights from working with many large global advertisers as a marketing consultant and discuss how an organisation needs to create a truly customer-centric strategy within your organisation using technology.

1. marketing management consultants
The transition from CMO to CCO
(From marketing to customer)
Presented by Darren Woolley
CEO, TrinityP3

2. marketing management consultants
What do these two have in common?
Roman Legions

3. marketing management consultants
What do these two have in common?
Today’s Corporate Business

4. marketing management consultants
Roman Army – 50 BC
• Organised into self sufficient siloed
units
• Top down command and control
• Incredibly effective at defeating
enemy through providing a united
force
• Proven in the battlefield conquering
Europe, Middle East and Northern
Africa
• Structure used by military forces
everywhere for two millennia

5. marketing management consultants
20th Century – Business Structure
• Business follows the same
siloed structure, embraced
during Industrial Revolution
• Marketing and brand a late
addition to the structure in the
mdi-20th Century
• The more authority a person
has the further away from the
customer
• The customer required to fit
the business structure and
process

6. marketing management consultants
21st Century – Complex Business Structure
• Business is increasingly
complex, evidenced by
the increasing dotted
line reporting
• Digital technology is
producing more data
and options
• Customers have higher
expectations and
greater demands
• Complexity leads
greater inefficiencies,
requiring a new,
disruptive structure

7. marketing management consultants
Moving from complicated to complex
• The Cynefin
Framework defines
four domains
• We delude ourselves
business (and life) is
SIMPLE
• Increasingly it feels
COMPLICATED
• Because in actual
fact all markets are
COMPLEX
• Complexity Theory
underpins marketing

8. marketing management consultants
21st Century – Customer Centric Structure
• The Utopia to business in this
decade is being CUSTOMER
CENTRIC
• This requires the customer to be
at the centre of the business
• At the interface is the touch
points that define the customer
experience - CX
• Managed by the Chief Customer
Officer – CCO
• Supported by what was the
Marketing function

9. marketing management consultants
Customer path to puchase proof of complexity
• In a SIMPLE world the customer path to purchase of consideration
pathway appears linear and simple
• We are increasingly confronted with the fact it is COMPLICATED and
we need to adapt to the customers needs and expectations
• Because in fact it is COMPLEX often bordering on CHAOTIC

10. marketing management consultants
More likely and more complex path to purchase
This electron cloud map is closer to the actual customer path to purchase – complex and multidimensional

11. marketing management consultants
How the CMO becomes the CCO
From
• Command
• Campaign
• Generalist
• Cost of business
• Supporter
To
• Collaboration
• Responsive
• Aligner
• Business investment
• Leader

12. marketing management consultants
For more information contact:
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
Melbourne
+613 9682 6800
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
Trinityp3.com/blog/
@TrinityP3
TrinityP3
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