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WE ARE LIVING IN A FASINATING
TIME
of Fortune 500 companies
have disappeared since 2000.
Accenture
@gkolovos #tmkme2
52%
@gkolovos #tmkme2
only39%
of CFOs have confidence in
their Marketing Directors
Marketing Week
Lessons from the past
Philosophy
Politics
Art
@gkolovos #tmkme2
Thales of Miletus
@gkolovos #tmkme2
@gkolovos #tmkme2
KNOW
THYSELF
the most difficult thing in life is to
PERSONAL BRAND
@gkolovos #tmkme2
Chief
Technology
Officer
Chief
Experience
Officer
Chief Product
Officer
Chief Content
Officer
Data Scientist Data Lead Simplicity
Engineer
Influencer
Relationship
@gkolovos #tmkme2
IS THIS MARKETING?
88%
of marketer thing
marketing should own
digital
23%
of the other functions
agree
Source: Omobono
@gkolovos #tmkme2
DIGITAL OWNERSHIP
VS
@gkolovos #tmkme2
Commercial
Support
Commercial
Accelerator
Product & Services
Innovation
Business Model
Transformation
MARKETING
ORGANISATION
REVENUE SOURCE
CUSTOMER EXPERIENCE
DIGITAL & DATA
INVESTMENTS
@gkolovos #tmkme2
@gkolovos #tmkme2
WHAT MAKES YOUR COMPANY
UNIQUE?
GE Capital or
Formula E
FORMULA E
@gkolovos #tmkme2
SINGLE PURPOSE
@gkolovos #tmkme2
Lycurgus
of Sparta
@gkolovos #tmkme2
300h of videos uploaded
31.2MM messages sent
347.222 tweets sent
17.361 profiled viewed
48.611 photos posted
In just 1 min…
@gkolovos #tmkme2
@gkolovos #tmkme2
Aristotle
@gkolovos #tmkme2
Ethos
PathosLogos
Credibility - Trust
Consistency - Logic Emotions - Imagination
@gkolovos #tmkme2
See tutorial regarding confidentiality
disclosures.
See tutorial regarding confidentiality
disclosures.
EMOTIONALLY TOUCHING
FUNNY
VISUALLY APPEALING
@gkolovos #tmkme2
See tutorial regarding confidentiality
disclosures.
See tutorial regarding confidentiality
disclosures.
@gkolovos #tmkme2
50%
Sales reps ignore
of marketing leads
Marketo
See tutorial regarding confidentiality
disclosures.
of the buyer’s journey is completed
before buyers speak to sales
Corporate Executive Board
57
%
@gkolovos #tmkme2
Plato
@gkolovos #tmkme2
@gkolovos
CHANGE YOU
let your lover
#tmkme2
Funnel Management
Prospect
Inquiries
Proposal/Sales
Closing
Marketing
Sales
@gkolovos #tmkme2
Partnership
@gkolovos #tmkme2
EXPECT THE
UNEXPECTED
@gkolovos #tmkme2
Epictetus
@gkolovos #tmkme2
@gkolovos #tmkme2
It's not what happens to you, but how
you react to it that matters…
@gkolovos
IMPOSSIBLE SITUATION
#tmkme2
@gkolovos #tmkme2
SIMPLE SOLUTION…
@gkolovos #tmkme2
CLARITY
LEADERSHIP
COURAGE
FLUFFY? WEAK?
@gkolovos #tmkme2

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Georgios kolovos ge