SXSW14: The C in CMO Stands for Cojones

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[slides from SXSW 2014 session]

Have you got the cojones to be a change agent and lead your company in the age of the digitally enabled, socially connected customer? Do you have what it takes to become the 21st century CMO?

It’s not easy being a marketing leader, but it’s more challenging when the world is moving faster than your company. Think about it: customers have changed dramatically in the past five years. In fact, they have changed dramatically in the past six months! Has your approach to connecting with those customers changed? If not, your brand is rapidly losing ground in the race to engage customers. Whatever your status within the marketing department, you should be the change agent that brings your brand ahead of trends.

Author of The CMO Manifesto and CEO of nFusion, John Ellett has helped marketing leaders from Fortune 500 firms to startups define their change journeys. He knows just what it takes to lead an organization through change and the cojones needed to accelerate a marketer’s career.

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SXSW14: The C in CMO Stands for Cojones

  1. 1. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. THE ‘C’ IN CMO STANDS FOR COJONES JohnEllett(@jellett), CEO@nFusion #CojonesSXSW
  2. 2. OVERWHELMING COMPLEXITY? — OR — UNPRECEDENTED OPPORTUNITY?
  3. 3. CUSTOMERS ARE DIGITALLY ENABLED AND SOCIALLY CONNECTED.
  4. 4. THEIR DECISION JOURNEYS HAVE SHIFTED.
  5. 5. OneCommonAttribute COURAGE
  6. 6. OraswesayinTexas COJONES (WHETHER YOU WERE BORN WITH THEM OR ACQUIRED THEM)
  7. 7. Today’smarketingleaders musthavethecourage todo5things
  8. 8. Buildauthenticbrandswithasenseofpurpose 1. INSPIRE © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 10
  9. 9. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 11
  10. 10. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 12
  11. 11. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 13
  12. 12. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 14
  13. 13. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 15
  14. 14. Engagecustomerswithmeaningfulexperiencesateach touch point 2. CONNECT © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 16
  15. 15. TRADITIONAL CAMPAIGNS VS. CONVERGED CAMPAIGNS © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 17 PAID BRAND IDEA OWNED EARNED BRAND EXPERIENCES PAID OWNEDEARNED
  16. 16. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 18
  17. 17. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 19
  18. 18. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 20
  19. 19. Breakoutofsafeandsameness 3. BE BOLD © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 21
  20. 20. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 22
  21. 21. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 23
  22. 22. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 24
  23. 23. Usebothdataandcreativitytotestandlearn 4. EXPERIMENT © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 25
  24. 24. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 26
  25. 25. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 27
  26. 26. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 28
  27. 27. Buildorganizationalcapacityformarketinginthedigitalage 5. EMPOWER © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 29
  28. 28. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 30
  29. 29. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 31
  30. 30. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 32
  31. 31. HAVE THE COJONES TO… © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 33 1.  Inspire 2.  Connect 3.  BeBold 4.  Experiment 5.  Empower
  32. 32. @jellett #CojonesSXSW JOHN ELLETT © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 34 Here’sawebinarreplayofthissession.Signuptoday! http://info.nfusion.com/webinar-cojones

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