Future of Business: What Does It Mean for CMOs

RONALD C. VINING
Future Of Business:
What Does It Mean For CMOs?
Ron Vining
Managing Director - BrandInflux, a Learnami Interactive Technologies company
Adjunct Professor - The University of Massachusetts
Former CMO /Group Marketing Director - Aspire Lifestyles, an International SOS
company
Advisor | CMO | Professor
Source: http://chaetakadai.com/wp-content/uploads/2013/08/internetmadeourworldsmaller.jpg
© 2014 SAP AG or an SAP affiliate company. All rights reserved. Internal 1
Confidential
©2014 www.RonVining.com, All Rights Reserved

The Modern Marketer :
Visionary, Technologist, Operative
Seemingly limitless possibilities await…..
• The Visionary
• The Technologist
• The Operative

Overview : The modern marketer
Visionary
 Landscape
 Audience
 Creative
Confidential ©2014 www.RonVining.com, All Rights Reserved

Technologist
 Innovation
 Platform
 Devices
Visionary
 Landscape
 Audience
 Creative

Operative
 Strategy
 Execution
 Leadership
Technologist
 Innovation
 Platform
 Devices
Visionary
 Landscape
 Audience
 Creative

What type of CMO is needed for your business?
? ? ?

What type of CMO are you?
The
Visionary
The
Operative
The
Technologist

The Visionary CMO understands…
Landscape Audience Creative

Everything related to marketing has fundamentally
changed:
• Role
• Tools
• Market

The customer has evolved & the engagement tactics
have dramatically changed:
• Social
• Mobile
• Global

The fundamentals have evolved beyond product, price,
promotion & place to fully encompass unified:
• Messaging & Sales
• Advertising & Branding
• Corporate Communications & Public Relations

The Visionary Marketer :
How to generate compelling content that fits your market landscape
and appeals to your social, mobile & global audience?
In-house? Agency?

How to generate compelling content that fits your market landscape
and appeals to your social, mobile & global audience?
In-house? Agency?
What are your resources vs. needs?
• Budget vs. headcount
• Talent diversity vs. scalability
• Content availability
• Marketing is now in real-time
• Who best understands your IP

Generates compelling content that fits your market landscape and
appeals to your social, mobile & global audience.
In-house!
According to The Wall Street Journal, 56% of marketers
now operate in-house agencies, vs. just 40% in 2008, a
trend started by Red Bull in 2007, to become more:
• Nimble
• Cost saving
• Unified operational & brand strategy
• Unique content across omni-channels

The Technologist CMO understands :
Innovation Platform Devices

The Technologist CMO understands…
Enables rapid adoption, creation & deployment of fresh
ways to:
• Capture Data
• Directly Engage
• Modify & Measure Campaigns

Presents ubiquitous software solutions over traditional IT
that are user-friendly & highly:
• Flexible
• Scalable
• Cost Effective

Deliver limited-cost opportunities to engage and
measure internal & external audience interaction any
time, location, platform across:
• Dedicated Apps
• Web-based Apps
• Virtual & Physical Ecosystems

The Technologist Marketer :
How do you lead innovation when traditional IT has the budget and
does not understand modern marketing?
Data Integrate Engage

According to Gartner, by 2017, CMOs will outspend
CIOs on IT:
• Utilize Big Data for big wins
• Erase Marketing / IT firewalls
• Shift focus on consumer engagement tools

Launched in 2013, MyDisneyExperience combines the
use of mobile App and an all-in-one RFID wristband to:
• Seamlessly utilize & capture consumer data
• Fully integrate marketing, operations & technology
• Realize the totality of consumer experience

The Operative CMO understands…
Strategy Execution Leadership

Vision is a collection of unique ideas, an actionable path
to achieve it is entirely different & requires:
• Plan
• Budget
• Support

Requires a dramatic shift in status from support function
to the executive, financial & operations suite, thus
having:
• A Full Seat at the Table
• Autonomy to Set the Vision
• Authority to Implement the Strategy

The characteristic most lacking in executives, yet most
required to:
• Inspire Change
• Foster Consensus
• Deliver Results

The Operative Marketer :
How do you take advantage of “Big Bang Disruption” to drive your
organization to catastrophic success?
Influencer Borrower Disruptor

How do you take advantage of “Big Bang Disruption” to drive your
organization to catastrophic success?
According to Forbes, markets have dramatically shifted
from proprietary to combinatorial R&D, changing how:
• Innovators design
• Manufactures produce
• Marketers sell

Drive organizational “Big Bang Disruption” via new strategy,
execution and leadership to catastrophic success.
Angel investor / serial entrepreneur Lei Jun founded
Xiaomi in 2009, projects sales of 60M phones in 2014:
• MIUI product design & OS forum 20M participants
• Over 6M Sina Weibo & WeChat subscribers
• In seconds, sold 75K phones across India via flipkart

So, what type of CMO is needed for your business?
? ? ?

The
Visionary
The
Operative
The
Technologist

The
Visionary

The
Visionary
The
Technologist

The
Visionary
The
Technologist
The
Operative

The Modern Marketer is ALL three!
A Content Curating, Media Savvy & Optimized Influencer who
enables, equips & empowers others to meet the challenges of
tomorrow, today…
C M O
Operative
 Strategy
 Execution
 Leadership
Technologist
 Innovation
 Platform
 Devices
Visionary
 Landscape
 Audience
 Creative

Roundtable discussion
Key topics.….
 What type of CMO are you currently?
 How do you feel that the role of CMO has
changed? Does your CEO/Board have higher
mandate for you?
 What are the future impact of technology,
millennial workforce, social and globalization
on the expectations of marketing?
 What innovation practices can we learn from
each other?
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 35

Thank You!
Ron Vining
me@ronvining.com
RONALD C. VINING
Advisor | CMO | Professor
© 2014 SAP AG or an SAP affiliate company. Confidential All rights reserved. ©2014 www.RonVining.com, IAntlle Rrnigahl ts Reserv3e6d

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