![“If we don’t [own the long-term vision
strategy] our CEOs will chop away at
our remit, our team and our budgets.
We need to extend our influence on
the Product, on UX, on design, on
delivery and so on.
Marketers need to do what product
teams have had to do for a long time:
bed-in with other departments and
bring them on the journey with you.”
Danny Denhard - April 2019
// @dannydenhard](https://image.slidesharecdn.com/riptothecmodisruptivemarketing-191120212449/85/RIP-to-the-CMO-Role-20-320.jpg)
Uploaded byDanny Denhard
RIP to the CMO Role
The document discusses the evolving role of the Chief Marketing Officer (CMO) amidst changing marketing dynamics and consumer behavior. It highlights issues such as short average tenures for CMOs, the challenge of demonstrating marketing ROI, and the necessity for marketers to integrate better with product and UX teams. Additionally, it critiques the impact of over-personalization and the fragmented digital landscape on marketing effectiveness and consumer engagement.
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RIP to the CMO Role
- 1. RIP to theCMO Disruptive Marketing Danny Denhard - Recovering Marketing Leader, Now Growth & Business Director riptothecmo.com - November 2019
- 2. // @dannydenhard Does “Jeff” seemfamiliar? Image Source#RIPTOTHECMO
- 3. Jeff is CMOof a large unnamed company Image Source // @dannydenhard#RIPTOTHECMO
- 4. Marketing Brand CRM Performance Traditional Comms PR Email Organic Social Digital ATL Content Traditional Push SEO Organic PPC OOH Digital Display Website On & offsite TV Link Building Programmatic Offline Technical WiderOrganisation Paid Product Marketing Video Partnerships OperationsStrategy Specialist Area’s // @dannydenhard
- 5. Not to mention …Agencies //@dannydenhardImage Source Unsplash
- 6. Agency Do ForMe Agency Think For Me Huge Gulf & Expense Difference Output on them Output on you // @dannydenhard A lot of guess work Image Source Unsplash
- 7. Jeff and histeam spends £50million on Marketing & Advertising Image Source // @dannydenhard
- 8. Jeff, where’s your teamsinfluence? // @dannydenhard
- 9. The business wantsto know how much stuff Jeff & his team sold?🎁🎁🎁🎁🎁 // @dannydenhard
- 10. Jeff, can you explainthis? // @dannydenhard
- 11.
- 12. What is thevalue of your brand? // @dannydenhard 🤨
- 13.
- 14. 4P’s Product ❌ Place Price ❌ Promotion 4C’s Customer/consumervalue ❌ Cost ❌ Convenience ❌ Communication 🤷 // @dannydenhard ➡ Does Jeff Influence These Enough?
- 15. Consistency + Time Trust = //@dannydenhard - Reid Hoffman (LinkedIn & Paypal cofounder)
- 16. Jeff will onlylast 4 years At best // @dannydenhard #RIPTOTHECMO
- 17. Average tenure is under4 years. The CMO role is evolving or reducing in scope Image Source // @dannydenhard
- 18. Clearly Not Small Brands //@dannydenhardImage Source
- 19. Image Source //@dannydenhard Product based companies - not a huge number of them need huge marketing teams
- 20. “If we don’t[own the long-term vision strategy] our CEOs will chop away at our remit, our team and our budgets. We need to extend our influence on the Product, on UX, on design, on delivery and so on. Marketers need to do what product teams have had to do for a long time: bed-in with other departments and bring them on the journey with you.” Danny Denhard - April 2019 // @dannydenhard
- 21. 🙃 Brand asa value 🙂 // @dannydenhard #RIPTOTHECMO
- 22. Slow painful deathof brand & brand values - 2016 // @dannydenhard
- 23. Internal Brand &Culture Was A Phase CMO’s Wanted To Own. How did it turn out? // @dannydenhardImage Sources: Google
- 24. So Many Marketing Leads //@dannydenhard CMO VP Marketing Director Head of Senior Manager Lead Image Source Unsplash
- 25. CMO CCO CXO CGO Marketing Growth Customer Experience CBO Brand CCO Communications COOOperations GM General Manager The Evolution Is Under Jeff’s Nose ⬅ The roles all replacing the CMO // @dannydenhard
- 26. 💭 Thinking &Spending Short Term ⏱ // @dannydenhard #RIPTOTHECMO
- 27. // @dannydenhard • Tactical •Channel Based • Advertising • Brand building • Inspiring product development • Nudging to respond • Video • New channel • More expensive testing Short Term Mid Term Long Term ✅ ❌ 1 - 3 Months 3- 9 Months 1 Year PlusActions Tactics Strategy Marketing Issues Image Source Unsplash
- 28. // @dannydenhard When wasthe last time you heard or ran a campaign?
- 29. “In the acrowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible." - Seth Godin // @dannydenhardImage Source Seth.blog
- 30. ⚠ Remember UserJourney Isn’t Under Marketing's Stewardship 👈 // @dannydenhard #RIPTOTHECMO
- 31. 🤔 😁 New CustomersStart If Perfect // @dannydenhard
- 32. 🤔 😁 New CustomersStart If Perfect Marketing Product Hand off Not hand over Hand off Marketing // @dannydenhard
- 33. 🤔 😁🤷 HighlyUnlikely = Marketing Waste 💰 = Not Product’s Fault // @dannydenhard If less than good experience
- 34. 😁🤷 Highly Unlikely Igot my slippers £3 Profit…… // @dannydenhard
- 35. 😁🤷 Highly Unlikely Igot my slippers £3 Profit…… // @dannydenhard 🤔 Jeff how many slippers do you need to sell for your budget increase ask? 🤔
- 36. 🤔 😁 New CustomersStart If Perfect // @dannydenhard 🤔 🤔 🤔 🤔 🤔 🤔Experience Everyone craves a flywheel
- 37. Transparency Problem Action Reaction Transaction // @dannydenhard Reframing TheConsumers Funnel Rarely solved for Rarely solved for Business crave Marketing can’t always track Not really seen or heard Customer decides what to do or buy Demand for company & product
- 38. Aware and Compare Create/ Purchase / Use Active Success & Reuse Retention Upsell Referral Cross sell Consideration Look Familiar? // @dannydenhard
- 39. Create / Purchase/ Use Active Success Retention Upsell Referral Cross sell “I think I like these brands, lets think about it” “Well I have started now, better do the job I want” I use it, I reuse it, “That did the job ok, should I bother using them again?” Consideration “The product seems about right, I think I know the brand” Owner: Marketing Owner: Marketing Owner: Product Owner: Marketing Owner: Product Owner: Product Owner: Product Marketing Owner: Product Marketing // @dannydenhard Ownership is 🔑 Aware and Compare
- 40. 📱operates in micromoments 🔰The funnel is ignored - it becomes task oriented 💁Mobile users demand “know me” anywhere, anytime // @dannydenhard
- 41. Inactive user 😴 Vs Re-acquire💰 Two Real Issues // @dannydenhard Jeff which one is it? Paid for retention Image Source Unsplash
- 42. 💬 Marketing shouldbe the strategic part of the company, involved in the end to end customer experience. Pushing the messages, centralising, learning and evolving the message + the product & the market. Then bringing in all other departments 💬 My Belief // @dannydenhard
- 43. The History OfMarketing // @dannydenhard #RIPTOTHECMO
- 44.
- 45. Eras 1700s 1800s1900s 2000s Offline & Mass Marketing Leveraging Movement Targeted Advertising Creative Era Start of contextual ads Targeting based on habits Hyper-targeting aka over personalised 🌍 Magazine & Magazine Ads Posters & Ads Billboards Podcasts Department Stores - Shop Windows World Wide Web Radio Broadcast Smartphone Launch Newspapers & Newspaper Ads Cinema Advertising Catalogues TV Broadcast Cable TV Commercial Email Mobile Launch Train & Tube Ads Conversation Whats Next? Community // @dannydenhard Product Placement Ten year Marketing to Advertising cycle ♺ 18 Months Marketing to Advertising cycle ♺
- 46. // @dannydenhard Product placementhas been a staple since the 1880s & cycles back around, just look out in show you watch on Netflix or in Friends or Instagram or YouTube… Image Sources: Buzzfeed & YouTube
- 47. 29 Years Of ConstantChange Conversation Community // @dannydenhard
- 48. Marketing struggled toadapt to community and then conversation // @dannydenhard
- 49. Why? Marketing has &is hands off. Community and conversation is hands on (and timely) // @dannydenhard 1-2-1 1-2-Few 1-2-Many✅ ❌ 😒
- 50. Why? ⬇ Too manychannels 😒 Power shift from Brand to Consumer 💵 Expensive, open, almost transparent 📲 ⬅ // @dannydenhard
- 51. 29 Years Of ConstantChange Conversation Community // @dannydenhard OverPersonalisedWorld
- 52. The over personalisationhas forced the me before the we. Marketing struggled to be relevant or inspire with the shift. // @dannydenhard
- 53. New Advertising Western WorldOrder: Google and Facebook really did create magic Google 🔎 - Serve free listings - Free to search, free to compete - Create + increase demand - Buy more keyword - Buy your own brand terms - Buy other brands keywords - Pay to Play // @dannydenhard Facebook 👍 - Build organic presence - Build largest community of real people - Build your community - Buy targeting - Buy better targeting - Lose your organic brand and reach - Pay to Play ➡ Pay More
- 54. Next Playing Field // @dannydenhard Discover Inspire Buynatively 💴 💴 💴 Ads 💴 💴 If fails we will serve New Offerings Costs Its a new type of advertising tax 🆕
- 55. Did advertising becomethe only way to work out how to grow faster? // @dannydenhard Yes? No?💭 Jeff, what do you think? 💭
- 56. Creativity Customer Happiness Traditional Recent Marketing History Digit al TraditionalDigital Traditional Digital Traditio nal Digital Real Marketing Dark Art’s Big Bang Marketing Targeting everyone Old School Target the right demo TV + Untrackable Tracking Everything Offline Online Creative + Trackable Show Marketing Messages Constantly High Lower Lowest Highest High High Lower Lowest Late 1990’s 2020 // @dannydenhard
- 57. Why? Doing the wrongthing Saying the wrong thing Selling the wrong thing Product being off - poor service // @dannydenhard 🤔 Jeff how do we defend ourselves against this? 🤔 Brands have never been as dilatable as they are today
- 58. Amazon have thebest PR strategy: - Any move is written about - Anything mentioned is a story - Example: Drone Delivery Their Promise: Customer Centric won out // @dannydenhard Thanks to Amazon & creating “Prime Expectations”
- 59.
- 60. B2B B2C Product costing(unit economics) Longer Product development cycle is acceptable Simple Product, Easy to use Product wins Value exchange essential: Relationships (trust + influence) matter greatly Marketing led for usage and adoption Growth comes from sales and partnerships Growth comes from usage and unlocking usage Predictable Unpredictable - fickle Limited competitors Huge number of competitors Long cycle of relationship Short cycle of relationship Now brought into the org like B2C software - Slack, Dropbox, Zoom Harder to get tractions - way more competition B2B Leveraging B2C & Individuals // @dannydenhard
- 61. The anytime anywhere generation. Thereare too many channels and choices for consumers Social Media is the dopamine kick in my pocket we craved The 📲 Kicked & Killed Marketing // @dannydenhard 📱is in micro moments 🔰The funnel is ignored - it becomes task oriented 💁Mobile users demand know me anywhere, all the time ⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨
- 62. 🙏 Begging ToBe Social Friends // @dannydenhard #RIPTOTHECMO
- 63. 🙃 Craving & Chasing Platforms Users🙃 Social Network & Communications MAU’s Facebook 2.41B YouTube 2b WhatsApp 1.5B Messenger 1.3B WeChat 1.1B Instagram 1B QQ 807M LinkedIn 645M Qzone 553M TikTok 500M Sina Weibo 465M Pinterest 291M Snapchat 203M Twitter 139M F F F F G 🎵 Jeff why aren’t we viral on Tiktok yet? 🎵
- 64. 😞 Why IsIt Happening? 😞 // @dannydenhard #RIPTOTHECMO
- 65. Everyone thinks: 1. Marketingis easy 2. Anyone can do it - I have this idea Why is this happening? // @dannydenhard
- 66. Marketing’s Job 1. Awareness 2. Perception 3.Preference // @dannydenhard
- 67. Marketing’s Job: Awareness Perception Preference 🧠 Know 👍Like ❤ Love How we think about it // @dannydenhard
- 68. There are too manychannels and choices for consumers I Repeat ⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨 // @dannydenhard
- 69. 🔫 The Content- Marketing - Ad Battle 🔫 // @dannydenhard #RIPTOTHECMO
- 70.
- 71. Make tea AdContent 📺 Content 🚾 🍌 📱📱📱📱📱📱 //@dannydenhard
- 72. Podcaster voice Might haveto try & remember AdContent 🎧 Podcast 📱 Content // @dannydenhard
- 73. Tune out AdContent Content Soin its most basic form // @dannydenhard
- 74. Content Find something elseinteresting Content // @dannydenhard Generally get mobile & open social or answer those messages / pushes
- 75. Content marketing Ad Content Content 🖥 TheWeb Became 👨💻 // @dannydenhard
- 76. Ad Blocker Ad ☹ Content Contentvalue exchange low. Marketing & Ad value exchange pointless Content Content Content CTA 💀 // @dannydenhard =
- 77. 🤔 Think AboutHow & Who Makes Decisions In Your Business 🤔 // @dannydenhard #RIPTOTHECMO
- 78. Finance Strategy Customer Ops CEO Q: WhoIs The Decision Maker? Marketing Or is it the… // @dannydenhard
- 79. Finance Strategy Customer Ops CEO Q: WhoIs The Decision Maker? Marketing Or is it the… ❌❌❌ ❌ // @dannydenhard
- 80. Finance Strategy Customer Ops CEO Q: WhoIs The Decision Maker? Or is it the… ❌❌ ❌ ❌ // @dannydenhard ❌
- 81. How & Who? Howthe duck are you going to influence the decision maker? // @dannydenhard
- 82. The Evolution OfMarketing // @dannydenhard #RIPTOTHECMO
- 83. Marketing Experience Product Customer Journey Sales Growth Support Commun ications Looking For AProduct Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Customer Touch Points // @dannydenhard Operations & Strategy
- 84. Marketing Product Perfect Synergy? //@dannydenhard
- 85. Product Marketing Dream MarketingProduct MarketingProductEasy Hard Good Product = Easy Marketing Poor Product = Impossible Marketing 💰💰 💰💰💰💰 Budget // @dannydenhard
- 86. Product Marketing Dream MarketingProduct MarketingProductEasy Hard Good Product = Easy Marketing Poor Product = Impossible Marketing 💰💰 Budget Product decay rate is a serial killer // @dannydenhard 💰💰💰💰💰💰💰💰
- 87. Marketing Product These rarelymeet This is a BIG problem // @dannydenhard
- 88. The Evolution OfMarketing: Content // @dannydenhard #RIPTOTHECMO
- 89. Limited Content Hard tofind content More Niche content Too Much Content Pay for all content All content free Subscription based content Paywalled Content 1900’s Early 2000’s 2005 - 2014 2015 - 2017 2018 to Today // @dannydenhard
- 90. Limited Content Hard tofind content More Niche content Too Much Content Pay for all content All content free Subscription based content Paywalled Content 1900’s Early 2000’s 2005 - 2014 2015 - 2017 2018 to Today ⬅ This is when CMO’s starting having the issue ⬅ Targeting started to get more accurate, demographic based ⬅ Subscription fatigue is coming and will be real // @dannydenhard
- 91. Inherit content &beliefs from parents Newsletters Forums Blogs Read what you can Social Media Stories Newsfeed The Evolution Of Content & Reading Habits Read what you were given The Internet The Mobile Before we were born Few thought leaders Unknown thought Leaders Topic based Thought Leaders Influencers Algorithmic Thought Leaders// @dannydenhard
- 92. Views Like Follow Traffic Subscribe Sales // @dannydenhard React Did wefall for the social misdirection? Impressions1990s 2000s Views mean different things to different companies
- 93. Leaks & DropsAs A Tactic - The Next Big Phase? // @dannydenhard
- 94. 🤔 Product -Marketing - Distribution - Luck? 🍀 // @dannydenhard #RIPTOTHECMO
- 95. Distribution makes the winner GreatProduct does the Marketing Trusted Brands release more Products Great ProductTimeline of un-Marketing Great Marketing Great Brands Win Low amount of competitors // @dannydenhard Great Messaging More competitors Price no longer a differentiation Pay to play Tactical over strategic thinking Low Price to 0 Everywhere Sub brands are treated just as Products Big brands shift to marketplaces model & advertising Cheap targeted ads Price of Marketing increases - Influence decreases Era: Crisis of confidence Internet era Mobile 1st era Social & Apps take over
- 96. 📰 News &Entertainment 📺 // @dannydenhard
- 97. @dannydenhard News Consumption Word out mouth 📰Newspaper 📻 Radio 📺 TV Internet Magazines Forums Word out mouth Word out mouth Apps SMS Social Networks Instant Messengers Blogs Blogs Word out mouth News LettersEmails + Emails + VideoYouTube Before 1998 After 1998
- 98. @dannydenhard Entertainment Pre Internet 📰 Newspaper 📻Radio 📺 TV Magazines Recent Times Cinema Books DVD On Demand DVD Blogs Social Networks YouTube Mobile on demand Podcasts On Demand Streaming Theatre Camera first social media Created by millions seen by few to multi millions Highly produced by few distributed to many. Controlled Media
- 99. Trust (+ Marketing) //@dannydenhard #RIPTOTHECMO
- 100. Jeff, What activity ortactic worked? Image Source // @dannydenhard
- 101. Budget - where didit all go? Image Source // @dannydenhard
- 102. Budget - where didit all go? Image Source 🤷 🤷 🤷 // @dannydenhard
- 103. Because targeting increased doesn’t meanit didn’t get harder Image Source // @dannydenhard
- 104. 1. Vanity Metrics 2.Not knowing the difference between actions, tactics & strategy 3. Having little to no influence over Product 4. Knowing what activity moved the needle 5. Not being able to say x = y 6. Letting other business owners devalue Brand CMO’s Problem // @dannydenhard
- 105. Web Identity -Marketings Fight 🥊 // @dannydenhard #RIPTOTHECMO
- 106.
- 107. // @dannydenhard Follow GraphVs Friend Graph Interest Graph Interest Graph PeopleProfiles CatfishesBots
- 108. // @dannydenhard Follow GraphVs Friend Graph Interest Graph Interest Graph PeopleProfiles CatfishesBots ❔Do brands exist here? ❔
- 109. 💰Right Price Vs0 Price 💵 // @dannydenhard #RIPTOTHECMO
- 110. Pricing Problem Chasing everyoneelse to 0 Not chasing and delivering value People pay for value (or perceived value) 💰 // @dannydenhard
- 111. 🔮 The Future? DisruptiveMarketing 🔮 // @dannydenhard #RIPTOTHECMO
- 112. No Logo Trend Becausebrand doesn’t matter? Image Source: Imgur // @dannydenhard
- 113. BIC Showing you are human& have that emotional connection Image Source: BIC // @dannydenhard
- 114. Cadburys Challenge the norm ortrend jack pop culture Image Source: Cadburys // @dannydenhard
- 115. The Army 17% increasein sign ups by challenging youngsters @dannydenhardImage Source: Imgur
- 116. Greggs Sausage Rolls arean institution + Veganism is a trend Sales increased 9.6% @dannydenhardData Source: BBC
- 117. One Slight Issue, MarketingHas To Hand Off To Other Departments & Rarely Gets Feedback @dannydenhard
- 118. APART FROM FCKKFC Imagine messing up logistically this badly and coming back this strong! & Offering Beyond Fried Chicken sold out in 5 hours @dannydenhard>>>>>>> Image Source: KFC
- 119. The Way Of RepackingSimple & Obvious Brands Sell Dreams // @dannydenhard
- 120. Apple Making spending & managingmoney sexy again Image Source: Imgur // @dannydenhard
- 121. Monzo That coral cardopened up many wallets (but not as much money). 💰 👏 TV ads drove close to 1 million card sign ups Image Source: Monzo // @dannydenhard
- 122. Peloton Build an Applelike great product & a community to validate fitness & £2k+ spend with SaaS pricing Image Source: Peloton // @dannydenhard
- 123. You ordered Dirty Lemonade bySMS Image Source: DirtyLemon // @dannydenhard
- 124. Is Secret FormulaTo Disruptive Marketing? // @dannydenhard #RIPTOTHECMO
- 125. Brand + Creativity+ Pop Culture + Timing (& A Bucket Load Of Confidence) // @dannydenhard
- 126. The Future OfMarketing? // @dannydenhard #RIPTOTHECMO
- 127. Marketing Experience Product Customer Journey Sales Growth Support Commun ications Looking For AProduct Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Customer Touch Points ⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨 // @dannydenhard
- 128. Marketing Customer Experience Product Customer Journey Sales Growth Support Commun ications LookingFor A Product Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Has To Own End To End & Be The Centre Of The Relationship // @dannydenhard
- 129. Experience Product Customer Journey Sales Growth Support Commun ications Looking For AProduct Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing OR // @dannydenhard Marketing MarketingMarketing
- 130. Experience Product Customer Journey Sales Growth Support Commun ications Looking For AProduct Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Marketing turns into Experience // @dannydenhard Marketing MarketingMarketing
- 131. Growth Marketing Experience Product Customer Journey Sales Support Commun ications Looking For AProduct Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Or Marketing is consumed into Growth // @dannydenhard
- 132. // @dannydenhard = Nomore Jeff Image Source ❌
- 133. Have no fear! Hereis how marketers will win! // @dannydenhard #RIPTOTHECMO
- 134. H O WY O U W I L L W I N The number 1 reason why Marketing teams aren’t getting extra investment or budget is trust, showing that numbers works & you know what worked and how to continue more sales 3. Prove you win & drive sales 2. Influence the C-Suite ASAP 4. Take back ownership 5. Collaborate Successfully 7. Think Differently, Brand = Sales 8. Brand + Creativity + Culture + Time 1. Build trust NOW Often you are only as good as your leader but get more senior buy in, work with the CFO, CEO & importantly your Customer & influence intelligently Marketing cannot confidently talk about how it wins, how it drives sales and where worked, build it, understand it & show it Marketing used to be known for owning and leading from the front, in recent years not so much. Help take back the ownership and develop campaigns that c-suite can brag about Growth & Product influence far more than Marketing currently, collaborate with Experience, Product and Growth. Win collectively Feedback is a gift, however online is can be brutal and you should expect feedback questioning you, your product and your people = the best results (but it is essential to have a lot of confidence to release out into the world // @dannydenhard 6. Remember Strategy & Planning Marketing have to take back telling the stories, selling the stories in and being the leader in centralising the numbers & amplifying the success
- 135. Thank you 🙏 danny@riptothecmo.com //@dannydenhard #RIPTOTHECMO www.riptothecmo.com Sign up to my newsletter - its 👌