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Mapping the keys to Peapod’s success. The CMO and CTO dance - who owns the customer?

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NRF NXT 2019
July 23, 2019
Carrie Bienkowski, Chief Marketing Officer, Peapod LLC
Thomas Parkinson, Co-Founder, Peapod and Innovation Champion, Peapod Digital Labs, Peapod LLC

Published in: Retail
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Mapping the keys to Peapod’s success. The CMO and CTO dance - who owns the customer?

  1. 1. SESSION: The CMO & CTO Dance (seriously, who owns the customer?) Thomas Parkinson, Founder & CTO Carrie Bienkowski, CMO Peapod July 23, 2019
  2. 2. 2 Why hello, we’re Peapod…
  3. 3. We’ve had a lot of firsts since 1989 First retailer to include images and nutrition information First retailer to offer digital coupons First to offer grocery shopping on a mobile device First grocery app in the iTunes store First to deliver over 50 million grocery orders
  4. 4. Question: So who really owns the customer? The CMO & CTO dance 4
  5. 5. Answer: It’s the wrong f*#&ing question 5
  6. 6. A (much) better question… How do we partner to create products, services and experiences that delight our customers and create Big Love? 6
  7. 7. Let’s play a game… • True partnerships require trust • Empathy and mutual understanding are critical for building trust • How well do we know one another? 7
  8. 8. I would say I’m an (intro-/extrovert); others would say I’m a… “That’s what he said” “That’s what she said” 8
  9. 9. I would say I’m an (intro-/extrovert); others would say I’m a… “That’s what he said” “That’s what she said” introvert ; extrovert extrovert ; extrovert 9
  10. 10. I would say I’m an (intro-/extrovert); others would say I’m a… “That’s what he said” “That’s what she said” introvert ; extrovert extrovert ; extrovert extrovert ; extrovert introvert ; extrovert 10
  11. 11. The top 3 KPIs for my function are: “That’s what he said” “That’s what she said” 11
  12. 12. The top 3 KPIs for my function are: “That’s what he said” “That’s what she said” 1. Website customer satisfaction (NPS) 2. Uptime of the website 3. Response time of website 1. Cost to output ratio 2. Uptime / downtime rates 3. Conversion 12
  13. 13. The top 3 KPIs for my function are: “That’s what he said” “That’s what she said” 1. Website customer satisfaction (NPS) 2. Uptime of the website 3. Response time of website 1. Cost to output ratio 2. Uptime / downtime rates 3. Conversion 1. New customer conversion 2. Order frequency 3. Average order size 1. Revenue growth 2. Qualified traffic 3. Conversion 13
  14. 14. One misperception that people have about my role is: “That’s what he said” “That’s what she said” 14
  15. 15. One misperception that people have about my role is: “That’s what he said” “That’s what she said” That I make all the product decisions. It's actually my team that makes the decisions All developers are a#*holes who don’t care what other people think and want to live in a silo 15
  16. 16. One misperception that people have about my role is: “That’s what he said” “That’s what she said” That I make all the product decisions. It's actually my team that makes the decisions All developers are a#*holes who don’t care what other people think and want to live in a silo Thomas is a dictator We’re all creative types who love spending money and don’t care about ROI 16
  17. 17. The greatest obstacle to achieving success in my role is: “That’s what he said” “That’s what she said” 17
  18. 18. The greatest obstacle to achieving success in my role is: “That’s what he said” “That’s what she said” Having the IT resources to deliver the enhancements to meet the needs of the customers and the business Dealing with too many competing priorities, too few dev hours. Recruiting and retaining talent. 18
  19. 19. The greatest obstacle to achieving success in my role is: “That’s what he said” “That’s what she said” Having the IT resources to deliver the enhancements to meet the needs of the customers and the business Dealing with too many competing priorities, too few dev hours. Recruiting and retaining talent. Frustration with getting the enhancements that will increase sales Balancing the brilliant basics (brand strategy, audience, message, etc.) against the anarchy of data and marketing technology 19
  20. 20. If I had to step into her/his role, I would need their advice on: “That’s what he said” “That’s what she said” 20
  21. 21. If I had to step into her/his role, I would need their advice on: “That’s what he said” “That’s what she said” How to most efficiently spend the marketing budget Pretty much everything 21
  22. 22. If I had to step into her/his role, I would need their advice on: “That’s what he said” “That’s what she said” How to most efficiently spend the marketing budget Pretty much everything How to manage upper management Pretty much everything 22
  23. 23. If I were to offer advice to him/her, it would be: “That’s what he said” “That’s what she said” 23
  24. 24. If I were to offer advice to him/her, it would be: “That’s what he said” “That’s what she said” Suck up to the head of IT Demand more money 24
  25. 25. If I were to offer advice to him/her, it would be: “That’s what he said” “That’s what she said” Suck up to the head of IT How to interact with IT jerks Demand more money Expect co-creation on behalf of the customer; encourage collaboration early and often 25
  26. 26. In my job, the thing that I am best at is: “That’s what he said” “That’s what she said” 26
  27. 27. In my job, the thing that I am best at is: “That’s what he said” “That’s what she said” Caring about the customer experience Speaking truth to power and getting things done 27
  28. 28. In my job, the thing that I am best at is: “That’s what he said” “That’s what she said” Caring about the customer experience Caring about the customer experience Speaking truth to power and getting things done Customer advocacy: bringing the voice of the customer and insights to everything we do 28
  29. 29. What Now? • Swap and review Development Plans (hint: look for shared metrics & goals) - be intentional about common build projects • CMO’s: leverage your CTO partner when you are making MarTech investment decisions • CTO’s: understand and internalize the Brand Story; ensure UX/UI is amplifying, not undermining it • Commit to planning & executing joint customer insight work • Play together, stay together (maybe even sit together) 29
  30. 30. 30 Just one last thing…

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