RIP to the CMO Role

1. RIP to the CMO Disruptive Marketing Danny Denhard - Recovering Marketing Leader, Now Growth & Business Director riptothecmo.com - November 2019

2. // @dannydenhard Does “Jeff” seem familiar? Image Source#RIPTOTHECMO

3. Jeff is CMO of 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 & off site 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 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. Jeff and his team spends £50million on Marketing & Advertising Image Source // @dannydenhard

8. Jeff, where’s your teams influence? // @dannydenhard

9. The business wants to know how much stuff Jeff & his team sold?🎁🎁🎁🎁🎁 // @dannydenhard

10. Jeff, can you explain this? // @dannydenhard

11. Jeff, Marketing ROI? // @dannydenhard 🧐

12. What is the value of your brand? // @dannydenhard 🤨

13. 4P’s Product Place Price Promotion 4C’s Customer/consumer value Cost Convenience Communication // @dannydenhard ➡ Does Jeff Inﬂuence These Enough?

14. 4P’s Product ❌ Place Price ❌ Promotion 4C’s Customer/consumer value ❌ Cost ❌ Convenience ❌ Communication 🤷 // @dannydenhard ➡ Does Jeff Inﬂuence These Enough?

15. Consistency + Time Trust = // @dannydenhard - Reid Hoffman (LinkedIn & Paypal cofounder)

16. Jeff will only last 4 years At best // @dannydenhard #RIPTOTHECMO

17. Average tenure is under 4 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 as a value 🙂 // @dannydenhard #RIPTOTHECMO

22. Slow painful death of 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 COO Operations 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 was the last time you heard or ran a campaign?

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. ⚠ Remember User Journey Isn’t Under Marketing's Stewardship 👈 // @dannydenhard #RIPTOTHECMO

31. 🤔 😁 New Customers Start If Perfect // @dannydenhard

32. 🤔 😁 New Customers Start If Perfect Marketing Product Hand off Not hand over Hand off Marketing // @dannydenhard

33. 🤔 😁🤷 Highly Unlikely = Marketing Waste 💰 = Not Product’s Fault // @dannydenhard If less than good experience

34. 😁🤷 Highly Unlikely I got my slippers £3 Profit…… // @dannydenhard

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. 🤔 😁 New Customers Start If Perfect // @dannydenhard 🤔 🤔 🤔 🤔 🤔 🤔Experience Everyone craves a ﬂywheel

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. 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 micro moments 🔰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 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. The History Of Marketing // @dannydenhard #RIPTOTHECMO

44. @dannydenhard 1400’s 1900’s1800’s

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. // @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. 29 Years Of Constant Change Conversation Community // @dannydenhard

48. Marketing struggled to adapt 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 many channels 😒 Power shift from Brand to Consumer 💵 Expensive, open, almost transparent 📲 ⬅ // @dannydenhard

51. 29 Years Of Constant Change Conversation Community // @dannydenhard OverPersonalisedWorld

52. The over personalisation has forced the me before the we. Marketing struggled to be relevant or inspire with the shift. // @dannydenhard

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. 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. Did advertising become the 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 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. 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. 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. Marketing Shifts // @dannydenhard #RIPTOTHECMO

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. 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. 🙏 Begging To Be 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 Is It Happening? 😞 // @dannydenhard #RIPTOTHECMO

65. Everyone thinks: 1. Marketing is 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 many channels and choices for consumers I Repeat ⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨 // @dannydenhard

69. 🔫 The Content - Marketing - Ad Battle 🔫 // @dannydenhard #RIPTOTHECMO

70. Zone Out AdContent 📻 Content // @dannydenhard

71. Make tea AdContent 📺 Content 🚾 🍌 📱📱📱📱📱📱 // @dannydenhard

72. Podcaster voice Might have to try & remember AdContent 🎧 Podcast 📱 Content // @dannydenhard

73. Tune out AdContent Content So in its most basic form // @dannydenhard

74. Content Find something else interesting Content // @dannydenhard Generally get mobile & open social or answer those messages / pushes

75. Content marketing Ad Content Content 🖥 The Web Became 👨💻 // @dannydenhard

76. Ad Blocker Ad ☹ Content Content value exchange low. Marketing & Ad value exchange pointless Content Content Content CTA 💀 // @dannydenhard =

77. 🤔 Think About How & Who Makes Decisions In Your Business 🤔 // @dannydenhard #RIPTOTHECMO

78. Finance Strategy Customer Ops CEO Q: Who Is The Decision Maker? Marketing Or is it the… // @dannydenhard

79. Finance Strategy Customer Ops CEO Q: Who Is The Decision Maker? Marketing Or is it the… ❌❌❌ ❌ // @dannydenhard

80. Finance Strategy Customer Ops CEO Q: Who Is The Decision Maker? Or is it the… ❌❌ ❌ ❌ // @dannydenhard ❌

81. How & Who? How the duck are you going to influence the decision maker? // @dannydenhard

82. The Evolution Of Marketing // @dannydenhard #RIPTOTHECMO

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. Marketing Product Perfect Synergy? // @dannydenhard

85. Product Marketing Dream Marketing Product MarketingProductEasy Hard Good Product = Easy Marketing Poor Product = Impossible Marketing 💰💰 💰💰💰💰 Budget // @dannydenhard

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. Marketing Product These rarely meet This is a BIG problem // @dannydenhard

88. The Evolution Of Marketing: Content // @dannydenhard #RIPTOTHECMO

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. 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. 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 we fall for the social misdirection? Impressions1990s 2000s Views mean different things to different companies

93. Leaks & Drops As A Tactic - The Next Big Phase? // @dannydenhard

94. 🤔 Product - Marketing - Distribution - Luck? 🍀 // @dannydenhard #RIPTOTHECMO

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. 📰 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 or tactic worked? Image Source // @dannydenhard

101. Budget - where did it all go? Image Source // @dannydenhard

102. Budget - where did it all go? Image Source 🤷 🤷 🤷 // @dannydenhard

103. Because targeting increased doesn’t mean it 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. // @dannydenhard Follow Vs Friend

107. // @dannydenhard Follow Graph Vs Friend Graph Interest Graph Interest Graph PeopleProfiles CatfishesBots

108. // @dannydenhard Follow Graph Vs Friend Graph Interest Graph Interest Graph PeopleProfiles CatfishesBots ❔Do brands exist here? ❔

109. 💰Right Price Vs 0 Price 💵 // @dannydenhard #RIPTOTHECMO

110. Pricing Problem Chasing everyone else to 0 Not chasing and delivering value People pay for value (or perceived value) 💰 // @dannydenhard

111. 🔮 The Future? Disruptive Marketing 🔮 // @dannydenhard #RIPTOTHECMO

112. No Logo Trend Because brand 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 or trend jack pop culture Image Source: Cadburys // @dannydenhard

115. The Army 17% increase in sign ups by challenging youngsters @dannydenhardImage Source: Imgur

116. Greggs Sausage Rolls are an institution + Veganism is a trend Sales increased 9.6% @dannydenhardData Source: BBC

117. One Slight Issue, Marketing Has To Hand Off To Other Departments & Rarely Gets Feedback @dannydenhard

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. The Way Of Repacking Simple & Obvious Brands Sell Dreams // @dannydenhard

120. Apple Making spending & managing money sexy again Image Source: Imgur // @dannydenhard

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. Peloton Build an Apple like great product & a community to validate fitness & £2k+ spend with SaaS pricing Image Source: Peloton // @dannydenhard

123. You ordered Dirty Lemonade by SMS Image Source: DirtyLemon // @dannydenhard

124. Is Secret Formula To Disruptive Marketing? // @dannydenhard #RIPTOTHECMO

125. Brand + Creativity + Pop Culture + Timing (& A Bucket Load Of Conﬁdence) // @dannydenhard

126. The Future Of Marketing? // @dannydenhard #RIPTOTHECMO

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. 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. 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. 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. 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. // @dannydenhard = No more Jeff Image Source ❌

133. Have no fear! Here is how marketers will win! // @dannydenhard #RIPTOTHECMO

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. Thank you 🙏 danny@riptothecmo.com // @dannydenhard #RIPTOTHECMO www.riptothecmo.com Sign up to my newsletter - its 👌