RIP to the CMO Role

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RIP to the CMO
Disruptive Marketing
Danny Denhard - Recovering Marketing Leader, Now Growth & Business Director
riptothecm...

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

Jeff is CMO of a large
unnamed company
Image Source // @dannydenhard#RIPTOTHECMO

Not to mention
…Agencies
// @dannydenhardImage Source Unsplash

Agency Do For Me
Agency Think For Me
Huge Gulf & Expense Difference
Output on them
Output on you
// @dannydenhard
A lot of...

Jeff and his team
spends £50million
on Marketing &
Advertising
Image Source // @dannydenhard

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

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

Jeff, can you
explain this?
// @dannydenhard

Jeff, Marketing
ROI?
// @dannydenhard
🧐

4P’s
Product
Place
Price
Promotion
4C’s
Customer/consumer value
Cost
Convenience
Communication
// @dannydenhard
➡
Does Jef...

4P’s
Product ❌
Place
Price ❌
Promotion
4C’s
Customer/consumer value ❌
Cost ❌
Convenience ❌
Communication 🤷
// @dannydenhar...

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

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

Average tenure is
under 4 years.
The CMO role is
evolving or
reducing in scope
Image Source // @dannydenhard

Clearly Not Small
Brands
// @dannydenhardImage Source

Image Source // @dannydenhard
Product based companies -
not a huge number of them
need huge marketing
teams

“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 t...

So Many
Marketing Leads
// @dannydenhard
CMO
VP
Marketing
Director
Head of
Senior
Manager
Lead
Image Source Unsplash

💭 Thinking & Spending Short
Term ⏱
// @dannydenhard
#RIPTOTHECMO

// @dannydenhard
When was the last time you
heard or ran a campaign?

“In the a crowded
marketplace, fitting in is
a failure.
In a busy marketplace,
not standing out is the
same as being invis...

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

🤔 😁
New Customers Start If Perfect
// @dannydenhard

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

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

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

😁🤷 Highly Unlikely
I got my
slippers
£3
Profit……
// @dannydenhard
🤔 Jeff how many slippers do you need to sell for your bu...

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

Transparency
Problem
Action
Reaction
Transaction
// @dannydenhard
Reframing The Consumers Funnel
Rarely solved for
Rarely ...

Aware and Compare
Create / Purchase / Use
Active
Success & Reuse
Retention
Upsell
Referral
Cross sell
Consideration
Look F...

Create / Purchase / Use
Active
Success
Retention
Upsell Referral
Cross sell
“I think I like these brands, lets think about...

📱operates in micro moments
🔰The funnel is ignored - it becomes task oriented
💁Mobile users demand “know me” anywhere, anyt...

Inactive user 😴
Vs
Re-acquire 💰
Two Real Issues
// @dannydenhard
Jeff which one is it?
Paid for retention
Image Source Uns...

💬 Marketing should be the strategic part of the
company, involved in the end to end customer
experience.
Pushing the messa...

The History Of Marketing
// @dannydenhard
#RIPTOTHECMO

@dannydenhard
1400’s 1900’s1800’s

Eras 1700s 1800s 1900s 2000s
Offline & Mass Marketing
Leveraging Movement
Targeted Advertising
Creative Era
Start of conte...

// @dannydenhard
Product placement has
been a staple since the
1880s & cycles back
around, just look out in
show you watch...

29 Years Of
Constant Change
Conversation
Community
// @dannydenhard

Marketing struggled to adapt
to community and then
conversation
// @dannydenhard

Why?
Marketing has & is
hands off.
Community and
conversation is hands
on (and timely)
// @dannydenhard
1-2-1
1-2-Few
1-2-...

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

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

New Advertising
Western World Order:
Google and Facebook
really did create magic
Google 🔎
- Serve free listings
- Free to ...

Next Playing
Field
// @dannydenhard
Discover
Inspire
Buy natively
💴
💴
💴
Ads 💴 💴
If fails we will serve
New Offerings Costs...

Did advertising become the
only way to work out how to
grow faster?
// @dannydenhard
Yes? No?💭 Jeff, what do you think? 💭

Creativity
Customer
Happiness
Traditional
Recent Marketing History
Digit
al
Traditional Digital
Traditional Digital
Tradit...

Why?
Doing the wrong thing
Saying the wrong thing
Selling the wrong thing
Product being off - poor service
// @dannydenhar...

Amazon have the best PR
strategy:
- Any move is written about
- Anything mentioned is a story
- Example: Drone Delivery
Th...

Marketing Shifts
// @dannydenhard
#RIPTOTHECMO

B2B B2C
Product costing (unit economics)
Longer Product development cycle
is acceptable
Simple Product, Easy to use
Produc...

The anytime anywhere
generation.
There are too many channels
and choices for consumers
Social Media is the dopamine
kick i...

🙏 Begging To Be Social
Friends
// @dannydenhard
#RIPTOTHECMO

🙃 Craving &
Chasing
Platforms
Users 🙃
Social Network &
Communications
MAU’s
Facebook 2.41B
YouTube 2b
WhatsApp 1.5B
Messen...

😞 Why Is It Happening? 😞
// @dannydenhard
#RIPTOTHECMO

Everyone thinks:
1. Marketing is easy
2. Anyone can do it
- I have this idea
Why is this
happening?
// @dannydenhard

Marketing’s
Job
1. Awareness
2. Perception
3. Preference
// @dannydenhard

Marketing’s Job:
Awareness
Perception
Preference
🧠 Know
👍 Like
❤ Love
How we think about it
// @dannydenhard

There are too
many channels
and choices for
consumers
I Repeat
⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨
// @dannydenhard

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

Zone Out
AdContent
📻
Content
// @dannydenhard

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

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

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

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

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

Ad Blocker
Ad ☹
Content
Content value
exchange low.
Marketing & Ad
value exchange
pointless
Content
Content
Content
CTA 💀
...

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

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

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

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

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

The Evolution Of Marketing
// @dannydenhard
#RIPTOTHECMO

Marketing
Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
P...

Marketing Product
Perfect Synergy?
// @dannydenhard

Product Marketing Dream
Marketing Product
MarketingProductEasy
Hard
Good Product = Easy Marketing
Poor Product = Impossibl...

Product Marketing Dream
Marketing Product
MarketingProductEasy
Hard
Good Product = Easy Marketing
Poor Product = Impossibl...

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

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

Limited Content
Hard to find content
More Niche content
Too Much Content
Pay for all content
All content free
Subscription...

Limited Content
Hard to find content
More Niche content
Too Much Content
Pay for all content
All content free
Subscription...

Inherit content & beliefs
from parents
Newsletters
Forums
Blogs
Read what you can
Social Media
Stories
Newsfeed
The Evolut...

Views
Like
Follow
Traffic
Subscribe
Sales
// @dannydenhard
React
Did we fall for the
social misdirection?
Impressions1990s...

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

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

Distribution makes the
winner
Great Product does the
Marketing
Trusted Brands release more
Products
Great ProductTimeline ...

📰 News & Entertainment 📺
// @dannydenhard

@dannydenhard
News
Consumption
Word out mouth
📰 Newspaper
📻 Radio
📺 TV
Internet
Magazines
Forums
Word out mouth
Word out m...

@dannydenhard
Entertainment
Pre Internet
📰 Newspaper
📻 Radio
📺 TV
Magazines
Recent Times
Cinema
Books
DVD
On Demand DVD
Bl...

Trust (+ Marketing)
// @dannydenhard
#RIPTOTHECMO

Jeff, What activity
or tactic worked?
Image Source // @dannydenhard

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

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

Because targeting
increased doesn’t
mean it didn’t get
harder
Image Source // @dannydenhard

1. Vanity Metrics
2. Not knowing the difference
between actions, tactics &
strategy
3. Having little to no influence over
...

Web Identity - Marketings
Fight 🥊
// @dannydenhard
#RIPTOTHECMO

// @dannydenhard
Follow Vs Friend

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

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

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

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

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

BIC
Showing you are
human & have that
emotional connection
Image Source: BIC // @dannydenhard

Cadburys
Challenge the norm
or trend jack pop
culture
Image Source: Cadburys // @dannydenhard

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

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

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

APART FROM FCK KFC
Imagine messing up
logistically this badly and
coming back this strong!
& Offering Beyond Fried
Chicken...

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

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

Monzo
That coral card opened up
many wallets (but not as
much money). 💰
👏 TV ads drove close to 1
million card sign ups
Im...

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

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

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

The Future Of Marketing?
// @dannydenhard
#RIPTOTHECMO

Marketing
Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
P...

Marketing
Customer Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& ...

Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
Picked
Prod...

Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
Picked
Prod...

Growth
Marketing
Experience
Product
Customer Journey
Sales
Support
Commun
ications
Looking For
A Product
Aware
& Compare
P...

// @dannydenhard
= No more Jeff
Image Source
❌

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

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, show...

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

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