CMO/now provides end-to-end marketing strategy and implementation services without requiring clients to hire a full-time CMO. They help with performance marketing, brand identity development, advertising, digital marketing, social media, and content marketing. CMO/now's services are tailored based on a client's stage of business evolution from startup to growth to maturity. They provide expertise in branding, advertising, retail activation, and online performance to help clients grow their business through effective marketing.

1. Marketing That Works In The New Age
www.cmonow.com
Brand Advertising Retail Digital Social Content

2. CMO/now is your best all-round marketing resource to help grow business
Get end-to-end marketing strategy and implementation
without hiring a full-time CMO
- Performance marketing to get
initial scale
- Laser-focused Brand identity and
strategy development
- Right marketing mix - efficient
and effective spend
If you are a young startup
- Unlock new segments and
geographies – get new scale
- Brand repositioning for winning
with consumer
- Scale up with advertising and
promotional reach
Stuck for growth?
- Complete digital marketing
strategy and help in execution
- Content creation and content
marketing
- Social media marketing
Offline Looking to go Digital
Marketing that works for your short-term and long-term business objectives
Brand Identity
Insightful and robust process
for differentiated brand
strategy and
go-to-market action plan
ATL advertising
From effective brief to
impactful ads,
media execution and
measurement
Digital Marketing
Comprehensive strategy
across search, display,
affiliate and social
marketing
Social & Content
Ahead-of-the-curve
content marketing and
social media activation
Make all the right moves with marketing and media choices
Marketing to Grow Business, Build Credibility with Investors,
Upskill your Team, Attract Better Talent
+
Width of marketing
experience of multiple
categories in consumer goods
and services & e-commerce
Depth of experience
in online and offline
marketing
Proven expertise
in brand building, ATL
advertising, retail marketing,
content and social media,
online performance
marketing and more
Ex-CMO:
Other Companies:

4. I have a business model and am ready to scale-up
now. How do I build a strong brand and start
marketing to consumers?
I’ve been running my business a few years, but
growth is slowing. How to use marketing to
grow faster?
My brand has had
some success,
but now it needs
refreshing for a
changed market
I have used only conventional marketing till
now…. How do I go digital for the new age
consumer?
My advertising is not working to full
potential and my team doesn't know why…
how should I get better results?
I know I need good, professional marketing help,
but I can’t afford highly experienced people
Startups and SME’s have felt the need for marketing leadership for growth at different stages

5. Emergence Rapid growth
Declining
growth Stagnation
Time & Effort
Performance
Marketing strategy & execution differs by stage of business and brand
CMO/now will help your brand perform at
whichever stage of evolution you are

6. CMO/now provides high capability to identify and pull levers across brand stages
Emergence Rapid growth
Declining
growth Stagnation
Time & Effort
Performance
- Define target consumer personas & a
strong brand identity
- Make & execute core brand and
marketing strategy
- Experiment and optimize marketing
mix and weights
- Gather and activate early consumers
to get advocacy
- Scale up proven
activities: rapidly
gain new users
- Consolidate
satisfied users
- Expand channels
and segments
- Improve product &
processes to create
entry barriers
- Reposition brand
- Create portfolio comprising older
brands to milk and new ones to
grow
- Identify new categories,
segments, geographies and
products to play in
- Find a new business model
- Disrupt yourself
You Want:
- Initial rapid adoption
- Demonstrable performance metrics
- Efficient spending for maximum effect
You should:
- Large Scale
booming adoption
- Retention and
recommendation
- Profitable growth
You Want: You Want:
- Arrested decline
- New growth inflexion
- Maximise profit
You Should: You Should:

7. is no longer about the stuff that you make,
but about the stories you tell.
- Seth Godin

8. What should be my
marketing mix and
spending priorities?
Where should advertising
do lead-gen and what do I communicate
to close sale with minimum drop-out?
A lot is happening in Marketing, but what should YOU choose to do?

9. The story your marketing tells must recognize category truths, channels & consumer journeys
High
Involvement
Offline
Low
Purchase Channel Online

10. High
Involvement
Offline
Low
Purchase Channel Online
CMO/now will help and guide your organization to
develop strategies, make plans and do implementation
for both online and offline marketing
as per consumers’ buying journey

11. CMO/now - Range and depth of various forms of marketing suited to your unique need
High
Involvement
Offline
Low
Purchase Channel Online
Offline Marketing:
- Awareness, consideration
- Demo-oriented influencing
- Information at POS to close sale
Online marketing:
- Awareness, consideration
- In-depth content-led influencing
- Brand visibility and engagement
- Lead-gen
Offline Marketing:
- Awareness, consideration
- Engagement oriented influencing
Online marketing:
- Awareness, consideration
- Content with factual information/reviews
- Rewards, loyalty and engagement
- Traffic and close sale
Offline Marketing:
- Awareness, consideration
- Engagement-oriented influencing
- Display & Promotion at POS to close sale
Online marketing:
- Awareness, consideration
- Engagement & content to stay top-of-
mind
Offline Marketing:
- Awareness, consideration
- Demo-oriented influencing
- Value-added choice enabling services
Online marketing:
- Awareness, consideration
- In-depth content-led influencing
- Brand loyalty and engagement
- Lead-gen and close the sale

12. be a robotic, automated, generic price-value proposition.
- David Aaker
adds spirit and a soul to
what would otherwise

13. Why Brand? Strong brands proven to command a premium and deliver better returns
Rs 30 Rs 300

14. CMO/now Services – You get a structured process for developing a strong brand
Demographics
Lifestyle
Values
Needs/ Triggers
Buyer journeyUsage
Segmentation
Distill a mass of
consumers into clear
need and behaviour-
based segments
Consumer Persona
Dive deep into profile and life of
consumer to uncover insights and
category-related truths of buying
and usage.
Brand Essence
Combine cultural trends with
consumer insights, brand
benefits and brand essence
to define the brand’s purpose
in consumer’s life
Brand Diamond
Synthesize consumer insights and brand
benefits into value propositions and a
brand blueprint for all aspects of consumer
experience

15. The Brand Diamond output is a robust and comprehensive brand blueprint
Brand
benefits
Brand
Identity
Origin
Reputation
Personality
Evolution
Marketing Activities
Brand presentationCustomer experience
Process
Functional
Perceived Value
External
Internal
Intangibles
Tangibles
History of the brand
What the brand is known for
The brand’s character
Where can the brand go
What it delivers Who and what it is
What the brand says or does
How the brand looks and feelsHow the brand is delivered
Ease of access and use
Physical elements
Do I get what I pay for
What it says about me
How it makes me feel
Long-term value
creation with emphasis
on higher order
consumer benefits
Keeping us focused on
who we are and why we
exist
An eye on the “hard”
features & benefits
that enable consumer
satisfaction
Drive creativity and
consistency in how
consumers experience
the brand
Source: McKinsey

16. is a specific set of behaviors and techniques that
companies need to master in order to have competitive
advantage. It’s a discipline of its own.
- Ram Charan and Larry Bossidy, Execution
EXECUTION

17. CMO/now will bring you expertise in strategy and planning for all stages
in the decision journey, and help in executing marketing
at every consumer touchpoint
Buyer journeys in the new age are complex - many touchpoints & multiple influencers

18. CMO/now Services - Formulate & execute your marketing strategy
You are assured of synthesizing all available information and resources to
derive your marketing mix.
You get results at every stage of buyer journey
Consumer Persona Buyer Journey
Overarching Marketing Implementation Strategy
Roles of touchpoints
& budget priorities
ATL Advertising
Online marketing
BTL/Retail Activation
Lead-gen
Social Media
Content marketing
Repeats & Loyalty
Decide crucial touchpoints
…And set internal processes
for everyday execution

19. CMO/now Services – Above-The-Line Advertising
Briefing
Campaign Idea Generation
Creative Implementation
 Comprehensive and time-tested template to brief agencies with clarity and purpose
• Target audience definition with insight
• Articulating the business/ marketing problem and converting into communication objectives
• Help select an agency or conduct a pitch
Convert your brand proposition into advertising that delivers results.
Take advantage of my experience of over 100 ad campaigns across multiple categories
 Work with your agency to uncover the ”A-Ha!” idea
• Converting a marketing proposition to a creative advertising idea
• Ensure that the creative idea is doable and that it addresses the marketing and brand objectives
• Supervise market research for concept testing with consumers
 Work with the agency to deliver the campaign in all offline media
• Supervise the agency pre-, during and post-production
• Ensure creative execution ties in with effectiveness vs specified objectives
• Supervise market research for ad testing
Media Planning
 Supervise media planning and implementation with media agency
• Media briefing and strategy; help select an agency or conduct a pitch
• Supervising the optimization of media plan as per budgets and objective
• Conducting post-launch evaluation with agency for continuous improvement

20. CMO/now Services – Digital Marketing
Overall digital marketing strategy
 Analyse consumer’s web and mobile behavior and set goals and activities for online marketing
• Define objectives, strategy and buying funnel for relevant online touchpoints
• Customer acquisition channel utilization and brand visibility and engagement online
• Set quantifiable objectives and prioritize budgets
Make every dollar of online marketing spending count.
Four years of leading marketing function at successful Indian tech startups
Performance marketing
 Guide agency and/or your team on lead-gen and customer acquisition/retention activities
• Search marketing
• Emailers/ newsletter
• Social media
• Notifications
• Website/ App messaging
• Display & Remarketing
Process Management & Tracking
 Set up and help implement processes for timely execution and monitoring performance
• Coordinated processes between Product, Sales, Ops and Marketing
• In-depth tracking of key metrics and analytics
• Work with your team and/or agency for segmentation of customer database for better emailing and repeats

21. CMO/now Services – Content & Social Media Marketing
Social media marketing
 Content strategy to help consumer and engage, and drive brand relevance
• Fit with consumer decision journey and ‘job to be done’
• Guidance on use of written, pictorial and video content – what, when, how, where
• Content depth, tone and frequency
• Metrics for content effectiveness
Acquire, engage and influence customers beyond traditional advertising.
Extensive experience of virtuous cycle between Consumer, Content and Social media
Content marketing
 Create social media strategy and help implementation
• Develop and help execute communication tracks of brand
awareness and consideration, engagement, customer acquisition
and retention
• Build inter-connectivity of social media with content for
engagement and brand love
• Guide measurement for continuous improvement

22. CMO/now Services – End-to-end stewardship of your marketing department
Get all your marketing and your marketing team managed
without hiring a full-time CMO
Credibility
With
Investors
Capabilty
Upskill
Your Existing
Team
Confidence
Dealing with
Vendor
Ecosystem
Talent
Attract better
People

23. Meet CMO/now
Lakshmikant (Lk)
Gupta
CMO
GirnarSoft (CarDekho.com)
redBus.in
LG Electronics India
Over 25 years of experience in diverse marketing areas such as brand management, insights,
advertising, media, retail and digital marketing. I have been closely associated with consumer
behaviour at every step of my career.
I have experience of marketing practices at some of the best global consumer goods companies as
well as cutting-edge Indian tech startups. In my journey I have worked with the best vendors – global
and local – in areas of advertising, media, digital, insights, analytics and below-the-line activation.
I deeply believe in the power of a brand’s storytelling with integrated marketing, be it offline or
online media. I champion the cause of marketing leading business growth whilst empowering
consumers to make the best decision for themselves, and for marketers to use insights and analytics
to constantly sharpen the brand’s proposition.
Companies Brands

24. Lk.Gupta@CMOnow.com
@Lk_gupta
+91 97177 77601
Find me at: