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RIP to the CMO

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Marketing has lost its way, it has lost strategic ownership, it lost the 4ps and 4cs and has an identity battle. Marketing needs to take back the strategic ownership of the pricing and the product direction before Growth or Experience consumes it. Take a journey with Jeff the CMO on where tactics and channels took over and where Jeff and other CMO's need to go to and get to ASAP

Published in: Marketing
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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RIP to the CMO

  1. 1. RIP to the CMO Disruptive Marketing Danny Denhard - Recovering Marketing Leader, Now Growth & Business Director riptothecmo.com - November 2019
  2. 2. // @dannydenhard Does “Jeff” seem familiar? Image Source#RIPTOTHECMO
  3. 3. Jeff is CMO of a large unnamed company Image Source // @dannydenhard#RIPTOTHECMO
  4. 4. Marketing Brand CRM Performance Traditional Comms PR Email Organic Social Digital ATL Content Traditional Push SEO Organic PPC OOH Digital Display Website On & off site TV Link Building Programmatic Offline Technical WiderOrganisation Paid Product Marketing Video Partnerships OperationsStrategy Specialist Area’s // @dannydenhard
  5. 5. Not to mention …Agencies // @dannydenhardImage Source Unsplash
  6. 6. Agency Do For Me Agency Think For Me Huge Gulf & Expense Difference Output on them Output on you // @dannydenhard A lot of guess work Image Source Unsplash
  7. 7. Jeff and his team spends £50million on Marketing & Advertising Image Source // @dannydenhard
  8. 8. Jeff, where’s your teams influence? // @dannydenhard
  9. 9. The business wants to know how much stuff Jeff & his team sold?🎁🎁🎁🎁🎁 // @dannydenhard
  10. 10. Jeff, can you explain this? // @dannydenhard
  11. 11. Jeff, Marketing ROI? // @dannydenhard 🧐
  12. 12. What is the value of your brand? // @dannydenhard 🤨
  13. 13. 4P’s Product Place Price Promotion 4C’s Customer/consumer value Cost Convenience Communication // @dannydenhard ➡ Does Jeff Influence These Enough?
  14. 14. 4P’s Product ❌ Place Price ❌ Promotion 4C’s Customer/consumer value ❌ Cost ❌ Convenience ❌ Communication 🤷 // @dannydenhard ➡ Does Jeff Influence These Enough?
  15. 15. Consistency + Time Trust = // @dannydenhard - Reid Hoffman (LinkedIn & Paypal cofounder)
  16. 16. Jeff will only last 4 years At best // @dannydenhard #RIPTOTHECMO
  17. 17. Average tenure is under 4 years. The CMO role is evolving or reducing in scope Image Source // @dannydenhard
  18. 18. Clearly Not Small Brands // @dannydenhardImage Source
  19. 19. Image Source // @dannydenhard Product based companies - not a huge number of them need huge marketing teams
  20. 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. 21. 🙃 Brand as a value 🙂 // @dannydenhard #RIPTOTHECMO
  22. 22. Slow painful death of brand & brand values - 2016 // @dannydenhard
  23. 23. Internal Brand & Culture Was A Phase CMO’s Wanted To Own. How did it turn out? // @dannydenhardImage Sources: Google
  24. 24. So Many Marketing Leads // @dannydenhard CMO VP Marketing Director Head of Senior Manager Lead Image Source Unsplash
  25. 25. CMO CCO CXO CGO Marketing Growth Customer Experience CBO Brand CCO Communications COO Operations GM General Manager The Evolution Is Under Jeff’s Nose ⬅ The roles all replacing the CMO // @dannydenhard
  26. 26. 💭 Thinking & Spending Short Term ⏱ // @dannydenhard #RIPTOTHECMO
  27. 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. 28. // @dannydenhard When was the last time you heard or ran a campaign?
  29. 29. “In the a crowded 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. 30. ⚠ Remember User Journey Isn’t Under Marketing's Stewardship 👈 // @dannydenhard #RIPTOTHECMO
  31. 31. 🤔 😁 New Customers Start If Perfect // @dannydenhard
  32. 32. 🤔 😁 New Customers Start If Perfect Marketing Product Hand off Not hand over Hand off Marketing // @dannydenhard
  33. 33. 🤔 😁🤷 Highly Unlikely = Marketing Waste 💰 = Not Product’s Fault // @dannydenhard If less than good experience
  34. 34. 😁🤷 Highly Unlikely I got my slippers £3 Profit…… // @dannydenhard
  35. 35. 😁🤷 Highly Unlikely I got my slippers £3 Profit…… // @dannydenhard 🤔 Jeff how many slippers do you need to sell for your budget increase ask? 🤔
  36. 36. 🤔 😁 New Customers Start If Perfect // @dannydenhard 🤔 🤔 🤔 🤔 🤔 🤔Experience Everyone craves a flywheel
  37. 37. Transparency Problem Action Reaction Transaction // @dannydenhard Reframing The Consumers 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. 38. Aware and Compare Create / Purchase / Use Active Success & Reuse Retention Upsell Referral Cross sell Consideration Look Familiar? // @dannydenhard
  39. 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. 40. 📱operates in micro moments 🔰The funnel is ignored - it becomes task oriented 💁Mobile users demand “know me” anywhere, anytime // @dannydenhard
  41. 41. Inactive user 😴 Vs Re-acquire 💰 Two Real Issues // @dannydenhard Jeff which one is it? Paid for retention Image Source Unsplash
  42. 42. 💬 Marketing should be 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. 43. The History Of Marketing // @dannydenhard #RIPTOTHECMO
  44. 44. @dannydenhard 1400’s 1900’s1800’s
  45. 45. Eras 1700s 1800s 1900s 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. 46. // @dannydenhard Product placement has 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. 47. 29 Years Of Constant Change Conversation Community // @dannydenhard
  48. 48. Marketing struggled to adapt to community and then conversation // @dannydenhard
  49. 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. 50. Why? ⬇ Too many channels 😒 Power shift from Brand to Consumer 💵 Expensive, open, almost transparent 📲 ⬅ // @dannydenhard
  51. 51. 29 Years Of Constant Change Conversation Community // @dannydenhard OverPersonalisedWorld
  52. 52. The over personalisation has forced the me before the we. Marketing struggled to be relevant or inspire with the shift. // @dannydenhard
  53. 53. New Advertising Western World Order: 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. 54. Next Playing Field // @dannydenhard Discover Inspire Buy natively 💴 💴 💴 Ads 💴 💴 If fails we will serve New Offerings Costs Its a new type of advertising tax 🆕
  55. 55. Did advertising become the only way to work out how to grow faster? // @dannydenhard Yes? No?💭 Jeff, what do you think? 💭
  56. 56. Creativity Customer Happiness Traditional Recent Marketing History Digit al Traditional Digital 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. 57. Why? Doing the wrong thing 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. 58. Amazon have the best 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. 59. Marketing Shifts // @dannydenhard #RIPTOTHECMO
  60. 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. 61. The anytime anywhere generation. There are 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. 62. 🙏 Begging To Be Social Friends // @dannydenhard #RIPTOTHECMO
  63. 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. 64. 😞 Why Is It Happening? 😞 // @dannydenhard #RIPTOTHECMO
  65. 65. Everyone thinks: 1. Marketing is easy 2. Anyone can do it - I have this idea Why is this happening? // @dannydenhard
  66. 66. Marketing’s Job 1. Awareness 2. Perception 3. Preference // @dannydenhard
  67. 67. Marketing’s Job: Awareness Perception Preference 🧠 Know 👍 Like ❤ Love How we think about it // @dannydenhard
  68. 68. There are too many channels and choices for consumers I Repeat ⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨 // @dannydenhard
  69. 69. 🔫 The Content - Marketing - Ad Battle 🔫 // @dannydenhard #RIPTOTHECMO
  70. 70. Zone Out AdContent 📻 Content // @dannydenhard
  71. 71. Make tea AdContent 📺 Content 🚾 🍌 📱📱📱📱📱📱 // @dannydenhard
  72. 72. Podcaster voice Might have to try & remember AdContent 🎧 Podcast 📱 Content // @dannydenhard
  73. 73. Tune out AdContent Content So in its most basic form // @dannydenhard
  74. 74. Content Find something else interesting Content // @dannydenhard Generally get mobile & open social or answer those messages / pushes
  75. 75. Content marketing Ad Content Content 🖥 The Web Became 👨💻 // @dannydenhard
  76. 76. Ad Blocker Ad ☹ Content Content value exchange low. Marketing & Ad value exchange pointless Content Content Content CTA 💀 // @dannydenhard =
  77. 77. 🤔 Think About How & Who Makes Decisions In Your Business 🤔 // @dannydenhard #RIPTOTHECMO
  78. 78. Finance Strategy Customer Ops CEO Q: Who Is The Decision Maker? Marketing Or is it the… // @dannydenhard
  79. 79. Finance Strategy Customer Ops CEO Q: Who Is The Decision Maker? Marketing Or is it the… ❌❌❌ ❌ // @dannydenhard
  80. 80. Finance Strategy Customer Ops CEO Q: Who Is The Decision Maker? Or is it the… ❌❌ ❌ ❌ // @dannydenhard ❌
  81. 81. How & Who? How the duck are you going to influence the decision maker? // @dannydenhard
  82. 82. The Evolution Of Marketing // @dannydenhard #RIPTOTHECMO
  83. 83. Marketing Experience Product Customer Journey Sales Growth Support Commun ications Looking For A Product Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Customer Touch Points // @dannydenhard Operations & Strategy
  84. 84. Marketing Product Perfect Synergy? // @dannydenhard
  85. 85. Product Marketing Dream Marketing Product MarketingProductEasy Hard Good Product = Easy Marketing Poor Product = Impossible Marketing 💰💰 💰💰💰💰 Budget // @dannydenhard
  86. 86. Product Marketing Dream Marketing Product MarketingProductEasy Hard Good Product = Easy Marketing Poor Product = Impossible Marketing 💰💰 Budget Product decay rate is a serial killer // @dannydenhard 💰💰💰💰💰💰💰💰
  87. 87. Marketing Product These rarely meet This is a BIG problem // @dannydenhard
  88. 88. The Evolution Of Marketing: Content // @dannydenhard #RIPTOTHECMO
  89. 89. Limited Content Hard to find 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. 90. Limited Content Hard to find 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. 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. 92. Views Like Follow Traffic Subscribe Sales // @dannydenhard React Did we fall for the social misdirection? Impressions1990s 2000s Views mean different things to different companies
  93. 93. Leaks & Drops As A Tactic - The Next Big Phase? // @dannydenhard
  94. 94. 🤔 Product - Marketing - Distribution - Luck? 🍀 // @dannydenhard #RIPTOTHECMO
  95. 95. Distribution makes the winner Great Product 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. 96. 📰 News & Entertainment 📺 // @dannydenhard
  97. 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. 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. 99. Trust (+ Marketing) // @dannydenhard #RIPTOTHECMO
  100. 100. Jeff, What activity or tactic worked? Image Source // @dannydenhard
  101. 101. Budget - where did it all go? Image Source // @dannydenhard
  102. 102. Budget - where did it all go? Image Source 🤷 🤷 🤷 // @dannydenhard
  103. 103. Because targeting increased doesn’t mean it didn’t get harder Image Source // @dannydenhard
  104. 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. 105. Web Identity - Marketings Fight 🥊 // @dannydenhard #RIPTOTHECMO
  106. 106. // @dannydenhard Follow Vs Friend
  107. 107. // @dannydenhard Follow Graph Vs Friend Graph Interest Graph Interest Graph PeopleProfiles CatfishesBots
  108. 108. // @dannydenhard Follow Graph Vs Friend Graph Interest Graph Interest Graph PeopleProfiles CatfishesBots ❔Do brands exist here? ❔
  109. 109. 💰Right Price Vs 0 Price 💵 // @dannydenhard #RIPTOTHECMO
  110. 110. Pricing Problem Chasing everyone else to 0 Not chasing and delivering value People pay for value (or perceived value) 💰 // @dannydenhard
  111. 111. 🔮 The Future? Disruptive Marketing 🔮 // @dannydenhard #RIPTOTHECMO
  112. 112. No Logo Trend Because brand doesn’t matter? Image Source: Imgur // @dannydenhard
  113. 113. BIC Showing you are human & have that emotional connection Image Source: BIC // @dannydenhard
  114. 114. Cadburys Challenge the norm or trend jack pop culture Image Source: Cadburys // @dannydenhard
  115. 115. The Army 17% increase in sign ups by challenging youngsters @dannydenhardImage Source: Imgur
  116. 116. Greggs Sausage Rolls are an institution + Veganism is a trend Sales increased 9.6% @dannydenhardData Source: BBC
  117. 117. One Slight Issue, Marketing Has To Hand Off To Other Departments & Rarely Gets Feedback @dannydenhard
  118. 118. APART FROM FCK KFC 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. 119. The Way Of Repacking Simple & Obvious Brands Sell Dreams // @dannydenhard
  120. 120. Apple Making spending & managing money sexy again Image Source: Imgur // @dannydenhard
  121. 121. Monzo That coral card opened up many wallets (but not as much money). 💰 👏 TV ads drove close to 1 million card sign ups Image Source: Monzo // @dannydenhard
  122. 122. Peloton Build an Apple like great product & a community to validate fitness & £2k+ spend with SaaS pricing Image Source: Peloton // @dannydenhard
  123. 123. You ordered Dirty Lemonade by SMS Image Source: DirtyLemon // @dannydenhard
  124. 124. Is Secret Formula To Disruptive Marketing? // @dannydenhard #RIPTOTHECMO
  125. 125. Brand + Creativity + Pop Culture + Timing (& A Bucket Load Of Confidence) // @dannydenhard
  126. 126. The Future Of Marketing? // @dannydenhard #RIPTOTHECMO
  127. 127. Marketing Experience Product Customer Journey Sales Growth Support Commun ications Looking For A Product Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Customer Touch Points ⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨 // @dannydenhard
  128. 128. Marketing Customer Experience Product Customer Journey Sales Growth Support Commun ications Looking For 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. 129. Experience Product Customer Journey Sales Growth Support Commun ications Looking For A Product Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing OR // @dannydenhard Marketing MarketingMarketing
  130. 130. Experience Product Customer Journey Sales Growth Support Commun ications Looking For A Product Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Marketing turns into Experience // @dannydenhard Marketing MarketingMarketing
  131. 131. Growth Marketing Experience Product Customer Journey Sales Support Commun ications Looking For A Product Aware & Compare Picked Product Using The Product Recommend Or Reuse Marketing Or Marketing is consumed into Growth // @dannydenhard
  132. 132. // @dannydenhard = No more Jeff Image Source ❌
  133. 133. Have no fear! Here is how marketers will win! // @dannydenhard #RIPTOTHECMO
  134. 134. H O W Y 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. 135. Thank you 🙏 danny@riptothecmo.com // @dannydenhard #RIPTOTHECMO www.riptothecmo.com Sign up to my newsletter - its 👌

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