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Influence or Ownership: The role of the CMO in brand experience and personalization

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Influence or Ownership: The role of the CMO in brand experience and personalization presented by Mike Core at 2017 AMA Iowa Experience Event

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Influence or Ownership: The role of the CMO in brand experience and personalization

  1. 1. Mark Core Executive Vice President & CMO Vermeer Corporation
  2. 2. • Spending on things that can’t be measured. • Tradeshows in destination locations. • Creating a viral video. • Tweeting short snippets of random stuff. And getting the retweet. • Constantly arguing with legal counsel (and losing). • Making a cool video about a product. • Attending marketing association meetings. • Figuring out emojis, because everyone else is doing it.
  3. 3. CUSTOMER INTIMACY OPERATIONAL EXCELLENCE INNOVATION
  4. 4. 1940’s 2017 2050
  5. 5. Our evolution Innovation (show image of baler) Customer Intimacy (show brand)CUSTOMER INTIMACY OPERATIONAL EXCELLENCE INNOVATION
  6. 6. •Brand •Innovation •Customer experience •Market strategy and growth
  7. 7. “The CMO has to become the custodian of the customer experience, not just the head of the ‘arts and crafts’ department. The CMO must ensure employees in all functions understand the direct or indirect impact they have on customers, and design holistic experiences aligned to the brand promise. Delivering consistent, personalized experiences that feel natural pays off big-time.” IBM Institute for Business Value https://public.dhe.ibm.com/common/ssi/ecm/gb/en/gbe03728usen/GBE03728USEN.PDF
  8. 8. Let’s learn about the customer… and we’ll naturally understand the brand.
  9. 9. FOR VERMEER DEALERS ONLY Good Better Poor Best Good Better Poor Best Good Better Poor Best Good Better Poor Best Proactive Posture Reactive State Good Better Poor Best Good Better Poor Best Good Better Poor Best
  10. 10. Question in 2010: Will you buy Vermeer equipment again? Question in 2017: How responsive was your salesperson? Were you treated fairly?
  11. 11. •Best CRM implementation •Best loyalty and lifetime customer value •Best corporate to channel brand alignment •Best voice of customer utilization •Best business impact dashboard
  12. 12. Artist + Scientist
  13. 13. Culture | Experience | Brand | Growth

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