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Mark Willson, IBM


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Mark Willson, IBM

  1. 1. © 2011 IBM Corporation
  2. 2. Insights from the Global Chief Marketing Officer StudyWHY THE CMO MUST ADAPT TO SURVIVE
  3. 3. Today’s session why the CMO must adapt to survive •Agenda: The IBM 2011 Chief Marketing Officer Study – what is it? What does the study say about the current and future state for CMOs? Putting the findings into action – becoming a smarter marketer Some examples of how IBM is helping clients succeed in today’s environment3 © 2011 IBM Corporation
  4. 4. The 2011 Global CMO Study is part of our C-suite Study seriesencompassing interviews with more than 15,000 C-suite executives ’04-’05 ’06-’07 ’08-’09 ’10-’11 CEO CIO CFO CHRO CSCO CMO4 © 2011 IBM Corporation
  5. 5. In this largest sample of face-to-face CMO interviews, we spoke withmore than 1,700 CMOs 1734 CMOs 19 Industries 64 Countries 57Australia & New Zealand Questions 35 Discrete factors 236 Quotes 10,0815 © 2011 IBM Corporation
  6. 6. The universal key finding: CMOs feel unprepared for theamount of complexity they face 79% Expect high/very high level of complexity over 5 years 48% 31% complexity Feel prepared for gap expected complexity Source: Q4 How much complexity will your organization have to master over the next 3 to 5 years compared to today? n=1709; Q6 How prepared do you feel for the expected complexity ahead? n=17126 © 2011 IBM Corporation
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  11. 11. IBM Institute for Business ValueSurviving in interesting times, what it will take to become a SmarterMarketer…… Deliver value to Foster lasting Capture value, empowered customers connections measure results Create value for customers  Stimulate digital customer  Improve decision making as individuals conversations and new and demonstrate relationships accountability through Invest to mine digital advanced analytics channels for customers’  Engage with customers views throughout the customer  Adjust talent mix – lifecycle organisational and personal Drive customer delight - to increase technical and through appropriate insight. financial skills  Redefine your ecosystem – be proactive with collaboration. Bring technical and finance advocates into your team11 © 2011 IBM Corporation
  12. 12. The evolution of the CMO helping our clients transform the marketing function IBM sees an unprecedented opportunity to help transform the traditional marketing function into a powerful business driver Marketing is becoming Marketing is becoming Marketing must become INSTRUMENTED INTERCONNECTED INTELLIGENTFor marketing professionals IBM will – Work to shape the agenda and strategic role of the CMO – Invest in foundational research supporting marketing processes and effectiveness – Offer the widest set of software and services creating an end-to-end marketing solution © 2011 IBM Corporation
  13. 13. Helping SNS Bank: delivering value to customers Challenge  Inability to do targeted marketing by leveraging all customer data (on/offline, real-time/historic)  63% (and growing) of customers only had inbound contacts  Call center costs increasing, due to inability to deliver proactive online service messages Solution  IBM Unica Campaign  IBM Unica Interact for real-time marketing Results  Real-time Marketing across web, email, and call center Customer Profile  Delivered 4.5M targeted offers per week; more offers than previously sent in an entire year SNS bank is a major retail bank in the  Reduced call volume and number of complaints Netherlands which converted  Less than 0.1% unsubscribed branches to no-cash kiosks that  5% growth in sales volume for a savings facilitate online banking.  Product investment paid for itself in less than a year © 2011 IBM Corporation
  14. 14. Best Buy: fostering lasting connections Challenge  Competitive landscape creates an ongoing need to create a highly loyal and engaged customer base  System of hard-coding processes not adequate to meet its desired campaign volume  Needed a Software application capable of providing seamless access to multiple data sources, including a large customer data warehouse Solution IBM Unica Campaign IBM Unica Cross-channel campaign management application Results  Reduced average time to design and build campaigns Customer Profile from weeks to hours Best Buy is North America’s leading  Distinctly increased customer profitability and loyalty specialty retailer of consumer  Achieved consistent weekly click-through rates electronics, personal computers,  Double reward zone membership in 2 weeks entertainment software and appliances © 2011 IBM Corporation
  15. 15. Thank youMark Willson ?Director of Marketing and CommunicationsIBM A/ Thoughts from an Australian CMO’ – Mark Willson@MarkCMO © 2011 IBM Corporation
  16. 16. © 2011 IBM Corporation