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MEC Meeting #4 - Summer Edition

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Presentation as prepared for the MEC meeting on August 14th at Ogilvy Amsterdam, driving an intervision session with 14 CMO/CCOs

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MEC Meeting #4 - Summer Edition

  1. 1. WELCOMEMEC Meeting #4 IBM Summer Edition
  2. 2. INTRODUCTIONRonald Velten
  3. 3. High level overview IBM CMOStudy resultsThree imperatives on the futurepractice of marketingDiscussion and sharingexperiences
  4. 4. High level overview IBM CMOStudy resultsThree imperatives on the futurepractice of marketingDiscussion and sharingexperiences
  5. 5. IBM CMO StudyFrom Stretched to Strengthened Getting Fit for the Future
  6. 6. Deliver value to Capture value,empowered measure resultscustomers Foster lasting connections © 2011 IBM Corporation
  7. 7. Which sources ofclient informationare you using?
  8. 8. Markets – not individuals – still shape our marketing strategies in Benelux Market Research 84% Competitive Benchmarking 86% Campaign Analysis 79% Consumer Reviews 44% Blogs 35% 3rd Party Reviews 53%
  9. 9. Benelux CMOs seem to use customer data more than their globalpeers, but remain highly transactional focused Segmentation/targeting 81% Awareness/education 55% Interest/desire 44% Action/buy 64% Missed opportunity Use/enjoy 48% Bond/advocate 38% Transaction focused Relationship focused
  10. 10. What is your spanof control in managingthe end-to-end clientexperience
  11. 11. To truly deliver marketing ROI, CMOs need to have significantinfluence across all four Ps, not just promotion Promotion 84% Products 66% Place 53% Price 51%
  12. 12. What is your mostimportant brandcarrier?
  13. 13. In Benelux the corporate character is less understood andsignificant work on internal branding needs to be done Is your corporate character understood in the marketplace? 56% 44% say no or limited say understood and (strong) understanding of contributor to brand success corporate character 0% 29% 27% 31% 13% Not understood Strong contributor to the brand’s success
  14. 14. In Benelux the corporate character is less understood andsignificant work on internal branding needs to be done Is your corporate character understood in the marketplace? 56% 44% say no or limited say understood and (strong) understanding of contributor to brand success corporate character 0% 29% 27% 31% 13% Not understood Strong contributor to the brand’s success Is much more work needed to get employees on board? 75% 25% say significant or much work say no or very limited needed work needed 25% 30% 21% 18% 7% Significant work needed No work needed
  15. 15. By 2015, the leadingmeasurement formarketing will be …
  16. 16. By 2015, ROI will be the leading measure of success Marketing ROI 63% Customer experience 58% Conversion rate/new customers 48% Overall sales 45% Marketing-influenced sales 42% Revenue per customer 42% Social media metrics 38%
  17. 17. Benelux CMOs believe Net Promoter Score will be the numberone method for determining success by 2015 Marketing ROI 53% Customer experience 61% Conversion rate/new customers 51% Overall sales 40% Marketing-influenced sales 33% Revenue per customer 42% Social media metrics 30% Net Promoter Score 63%
  18. 18. As CMOs we must expand our personal influence by shifting to newcapabilities that focus on technology, social media and ROI Capabilities for personal success over next 3-5 years Percent of CMOs selecting capabilities Leadership abilities 65% Voice of the customer insights 63% Creative thinking 60% Cross-CxO collaboration 49% Competitive trends insights 45% Analytics aptitude 45% Management capabilities 31% Understanding products/services value chain 30% Demand creation capabilities 30% Technology savviness 28% Social media expertise 25% Finance skills 16%
  19. 19. From Stretched to Strengthened Getting Fit for the Future
  20. 20. High level overview IBM CMOStudy resultsThree imperatives on the futurepractice of marketingDiscussion and sharingexperiences
  21. 21. The timeless responsibilities of our professionMarketers have always been responsiblefor knowing the customer.Marketers have always been responsiblefor defining what to market, and how to market.Marketers have always protected thebrand promise.
  22. 22. The three imperatives of a new professionUnderstanding each customer asan individual.Marketers have always been responsiblefor defining what to market, and how to market.Marketers have always protected thebrand promise.
  23. 23. The three imperatives of a new professionUnderstanding each customer asan individual.Creating a system of engagement thatmaximizes value creation at every touch.Marketers have always protected thebrand promise.
  24. 24. The three imperatives of a new professionUnderstanding each customer asan individual.Creating a system of engagement thatmaximizes value creation at every touch.Designing your culture and brand sothey are authentically one.
  25. 25. Question:How do you structureclient insights acrossthe engagement cycle
  26. 26. Question:How strong are youremployees as brandambassadors to fosteryour corporate character
  27. 27. QuestionWhat are your learningsor experiencing withsocial enabling yourSales population

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