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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.

Published in: Business
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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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