The document summarizes key findings from IBM's 2011 Global Chief Marketing Officer Study, which interviewed over 1,700 CMOs from 19 industries and 64 countries. The study found that 79% of CMOs expect complexity to increase significantly in the next 5 years but only 48% feel prepared to handle that complexity. The document outlines strategies for CMOs to adapt, including delivering value to empowered customers, fostering lasting customer connections, and capturing value through advanced analytics. It provides examples of how IBM is helping clients implement these strategies to transform their marketing functions and adapt to changing times.
Service Marketing and How It Relates To Product ManagementSam Klaidman
A presentation to the Boston Product Managers Association describing the role of Service Marketing, how it fits with the Product Management function, Solutions as a source of Differentiation
Service Marketing and How It Relates To Product ManagementSam Klaidman
A presentation to the Boston Product Managers Association describing the role of Service Marketing, how it fits with the Product Management function, Solutions as a source of Differentiation
Forrester's Kate Leggett recently blogged about the business benefits of improving the Agent Desktop experience, and I was inspired to add additional color commentary to this as I am currently working with a client who has some significant Agent Desktop challenges. So below is a summary of the Top 6 KPIs and Business Benefits associated with improving your Customer Service Agent's Desktop experience. The 6 KPIs are below:
Improving Agent Handle Time.
Increasing First Call Resolution.
Improving Agent Satisfaction & Turnover.
Improving Training & Ramp Up Time.
Improve Customer Satisfaction.
Increase Revenue.
Accelerating Business Optimization: (1) Plan an Information Agenda, (2) Establish a flexible information platform, (3) Apply business analytics to optimize decisions.
Everyone "knows" that B2B customers buy products when you show them the economic advantages of buying your offering. Often, you can develop a strong economic argument without collecting massive amounts of data, installing enterprise software systems or spending a ton of money. In this webinar, Jim Geisman of Software Pricing Partners shares his extensive experience working with companies to sharpen their value propositions.
Jim Geisman provides practical advice and tips that have helped B2B marketing and sales professionals in companies ranging in size from global companies to start-ups.
AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing
For similar content visit http://www.autosuccesssocial.com/
IBM can provide a new dimension in computing for financial institutions. (1) Management integration, (2) Multi-platform integration, (3) Stack integration.
Bill Reed, Managing Director & Co-Founder, Aventi Group, Discusses How To Sink The Competition Utilizing Torpedo Product Marketing Strategies. Listen to the discussion with Bill on the Global Product Management Talk http://bit.ly/RDnbtF
The Internet has fundamentally changed the way we do business, and it has created huge opportunities for entirely new business models, from Web portals to e-commerce. Many of these new companies have succeeded, and many have failed, but this first wave of the Internet economy has set the stage for even more innovation and success throughout all sectors of business. As exciting as the dot-com revolution was, the Internet continues to provide an even greater opportunity for more traditional businesses.
2009 Marketing Machine Vision (Inbound and Content Marketing) for Unica InternalAdam "AB" Bloom
In 2009, I proposed a strategic change for the SaaS product marketing and marketing groups at Unica, the leader in marketing automation technology at the time. This PPT represents the vision for a different, new, internal marketing automation and operations organization with a stronger content-marketing or inbound-marketing approach for SaaS solutions. I conceptualized, pitched, and was responsible for this while launching Unica's new SaaS product "Interactive Marketing On Demand" as a product marketer.
Forrester's Kate Leggett recently blogged about the business benefits of improving the Agent Desktop experience, and I was inspired to add additional color commentary to this as I am currently working with a client who has some significant Agent Desktop challenges. So below is a summary of the Top 6 KPIs and Business Benefits associated with improving your Customer Service Agent's Desktop experience. The 6 KPIs are below:
Improving Agent Handle Time.
Increasing First Call Resolution.
Improving Agent Satisfaction & Turnover.
Improving Training & Ramp Up Time.
Improve Customer Satisfaction.
Increase Revenue.
Accelerating Business Optimization: (1) Plan an Information Agenda, (2) Establish a flexible information platform, (3) Apply business analytics to optimize decisions.
Everyone "knows" that B2B customers buy products when you show them the economic advantages of buying your offering. Often, you can develop a strong economic argument without collecting massive amounts of data, installing enterprise software systems or spending a ton of money. In this webinar, Jim Geisman of Software Pricing Partners shares his extensive experience working with companies to sharpen their value propositions.
Jim Geisman provides practical advice and tips that have helped B2B marketing and sales professionals in companies ranging in size from global companies to start-ups.
AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing
For similar content visit http://www.autosuccesssocial.com/
IBM can provide a new dimension in computing for financial institutions. (1) Management integration, (2) Multi-platform integration, (3) Stack integration.
Bill Reed, Managing Director & Co-Founder, Aventi Group, Discusses How To Sink The Competition Utilizing Torpedo Product Marketing Strategies. Listen to the discussion with Bill on the Global Product Management Talk http://bit.ly/RDnbtF
The Internet has fundamentally changed the way we do business, and it has created huge opportunities for entirely new business models, from Web portals to e-commerce. Many of these new companies have succeeded, and many have failed, but this first wave of the Internet economy has set the stage for even more innovation and success throughout all sectors of business. As exciting as the dot-com revolution was, the Internet continues to provide an even greater opportunity for more traditional businesses.
2009 Marketing Machine Vision (Inbound and Content Marketing) for Unica InternalAdam "AB" Bloom
In 2009, I proposed a strategic change for the SaaS product marketing and marketing groups at Unica, the leader in marketing automation technology at the time. This PPT represents the vision for a different, new, internal marketing automation and operations organization with a stronger content-marketing or inbound-marketing approach for SaaS solutions. I conceptualized, pitched, and was responsible for this while launching Unica's new SaaS product "Interactive Marketing On Demand" as a product marketer.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
Introduction to Campaigns in Salesforce - Create, Manage, Launch, and MeasureShell Black
This introduction to Salesforce Campaigns is targeted for Salesforce Administrators and Marketing Professionals who want to know more about how Campaigns in Salesforce.com. The presentation covers the mechanics of creating a Campaign, determining Campaign Member Status, methods to associate Leads and Contacts to a Campaign, as well as launching and measuring the results. Includes Campaign ROI calculation, tracking response rates, and limits. Use Campaigns to track marketing initiatives such as email, direct mail, outdoor advertising, and events.
Using the Integrated Performance Solution (IPS), a client has created a new marketing campaign management blueprint and road map. The IPS developed by George B. Lampere provides a collaborative and integrated approach to align the people / organization, business processes, technology, and information / knowledge management. For more information, contact glampere@glampere.com
The state of marketing 2012 ibm's global survey of marketers finalChris Wright
We surveyed more than 360 marketing practitioners globally to determine the adoption, market demand, spending and priority of different kinds of marketing solutions.
Achieving Engaging and Differentiated Digital Experiences for Better Business...IBM Digital Experience
To create an exceptional experience, you need a platform that is ambidextrous – to pay attention to both – customer centricity & flexibility, customer experience & employee experience.
With technology now infused into every aspect of commerce, the entire craft of marketing has become more instrumented, interconnected and intelligent. This has led to profound changes in ways the discipline is understood, led and practiced. The onus of this evolution has landed on the doorstep of the Chief Marketing Officer. And that means that the mind-set, as well as the skill set, of a CMO has to evolve right along with it to transform from a Chief Marketing Officer to becoming a Chief Marketing technologist
Soccnx III - The shift towards Social Selling in IBMLetsConnect
Speakers: Stephen Kruger
Our internal sales organisation is moving from a traditional legacy CRM system to a completely new Social based approach. This talk will outline the history, approach and design of this new collaborative based solution.
Conferencia Simultánea CISCO / Logicalis
León Grekin, Director Financial Services - Cisco Systems, Inc.
12º Congreso Internacional de Tecnología para el Negocio Financiero
Deliver a consitent customer experience to your customers Nicolas Doerr
The best digital experience is a consistent one.
Simplify the creation, management and deployment of your content and assets across sites, mobile apps and more.
Growing Interest in Cloud Based Digital Experiences -- An IDC and IBM Digital...IBM Digital Experience
As marketing, commerce, and customer service continue to shift to digital channels — and as an increasingly greater share of an organization's revenue comes from digital business — organizations have become acutely aware of the need for an enterprise digital experience platform. Such a platform enables them to quickly and cost effectively create, manage, and deliver cross-channel, cross-device digital experiences to their various constituents; measure the effectiveness of the experiences; and optimize the experiences based on analytical insights.
Organizations are increasingly turning to platforms such as IBM Digital Experience on Cloud to meet today's digital business requirements. As IDC's research has shown, organizations that use IBM Digital Experience have realized significant business benefits, including increased revenue and quicker time to market, reduced costs and improved staff productivity, and increased customer and employee engagement.
Join us in this live webinar to:
1. Hear directly from IDC on their latest IBM Digital Experience on Cloud Business Valuation report
2. See live demonstrations of the latest features that IBM Digital Experience on Cloud solutions can provide to companies looking to capitalize on their digital transformations
A unified digital experience delivery platform will manage and deliver connected digital experiences to every step of the customer journey across multiple devices, channels, and geographies.
A unified digital experience delivery platform will manage and deliver connected digital experiences to every step of the customer journey across multiple devices, channels, and geographies
iStrategy Toronto Wildfire Social Unleashed keynoteiStrategy
Social Unleashed: Unlocking the Transformative Power of Social Marketing
Jessica Gilmartin, Wildfire
Social media is fast becoming a key element of the total marketing mix, cutting across both online and offline activities. There is huge potential for social marketing to amplify brand awareness, engage consumers, and drive business results – but most brands are just scratching the surface of what’s possible. Jessica Gilmartin, Senior Marketing Director of Wildfire, a division of Google, reveals five keys to unleashing the power of social media. Core concepts include cross-network engagement, harnessing social data, and leveraging social signals across the web. Gilmartin also discusses what the convergence of social, local, and mobile means for marketing strategy, and how to make paid, owned, and earned media work more effectively together.
iStrategy London 12 - Products Up - How data boosts your Google revenueiStrategy
Google will merge the Google Product Search and the Google PLA to the new Google Shopping by 2013. This will not only impact you as merchant, but also the search and buying behaviour will shift significantly and shake-up the e-commerce industry. How do you get prepared? How is the new system working and what is the strategy behind the changes?
In this workshop session, Volker Schmidt, CEO at Products Up – the market leader for Google Shopping optimisation – will answer those questions and more, giving you hands-on material and advice to help shape your future e-commerce success.
iStrategy Melbourne - Redefining Commerce in the Age of the Empowered Consume...iStrategy
This session will examine how today's hyper-aware consumer will continue to change the engagement approach of today's organisations. It will focus on the importance of meeting the needs of today's consumer and look at the key imperatives required by marketers to succeed in this ever changing environment by knowing your customer as an individual, creating value at every touch point and being an authentic brand and culture.
iStrategy Melbourne - How the Smartest Brands in the World Use Social Media -...iStrategy
Today’s marketplace is being transformed by social technologies that are reinventing business models, profit centres, and consumer behaviour. This challenge represents an incredible opportunity. Simon Mainwaring, Fortune 50 consultant and New York Times bestselling author of We First (voted Best Marketing Book of 2012 by strategy+business) explains how the most successful brands in the world are using social media to accelerate their brand awareness, profits and positive social impact. Central to Simon’s message is the requirement that brands clearly define their purpose and story in a community-facing way that will resonate on an emotional level with their customers, inspiring them to promote the brand using their own social media. He explains exactly what tools, tactics, and strategies companies like Nike, Coca-Cola and Starbucks use to architect customer communities that then build their business with them.
iStrategy Melbourne - Taking on Asia: the Opportunity For Australian Brands -...iStrategy
As Australian brands face increased pressure from international competitors, the growth opportunities in emerging Asian markets become significantly more appealing, and more accessible than ever before. Asia accounts for half of the global population and has the second-largest nominal GDP of all continents after Europe. With increasing digital connectivity and a maturing online market comparatively untouched by international brands, the world's eyes turn on Asia as the next big thing.
In this session, we’ll together explore a market with multiple languages, currencies and audience behavioural nuances to demystify the opportunity of, and approach to expanding operations in Asian markets. Aligned with Australian strategic expertise, we’ll spark conversation on the common challenges and brand opportunities Asia presents to your brand.
iStrategy Melbourne - Customer Relevance: The Next Frontier for Competitive A...iStrategy
The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.
iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...iStrategy
B2B companies are looking beyond conventional marketingcommunications and using social media to engage directly withtheir audiences, build trust and gather customer insight. Butmany companies are struggling to do this in a meaningful way.They’re prioritising marketing rhetoric over content creation,community building, and problem solving. This means thatbusinesses are missing the opportunity to turn prospects intocustomers and customers into advocates.In this workshop, Text100’s Global Digital and Social Media LeadJeremy Woolf will present the case for B2B social media and amethodology for driving results. The delegation will then be splitinto four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups,with each presenting their strategy back to the delegation.
iStrategy London - Social Commerce: Do Consumers Trust Your Brand? Steve Seme...iStrategy
In a world of increasing consumer expectations for transparency and quality, is your brand trusted? How can you tell? And how might you use social commerce technologies like reviews and discussions to glean insights and provide consumer assurance? Follow case studies on leading global brands like Kraft, Whole Foods and the NFL to see how marketers and e-commerce executives are working to foster trust.
iStrategy London - Social Media: Making it Work Globally and Locally Gemma Tr...iStrategy
A major challenge in social is deciding the right approach to globalising or localising content and conversations. Should brands control social media globally for easier management and brand consistency? Or work on a local level that can be more costly but allows responses to be tailored to local needs and therefore lead to better engagement?
Hosted by Gemma Trippas, Oracle’s Social Partnerships Manager and Jeremie Moritz, Social Media Manager at Pernod Ricard, this session will look at what brands can do to adopt the right balance for their social media efforts internationally, drawing on Pernod Ricard’s vast experience in managing many sub-brands across multiple territories.
iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonge...iStrategy
As the search landscape continues to develop brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are you PPC and SEO efforts? Do your social teams talk? Has your brand kept up? Join iCrossing’s Mark Iremonger and Adam Skalak as they paint a picture of the future of SEO – and it's implications for brands and agencies.
Earning Attention Where it Matters Most: The Power & Imperative to Build Bran...iStrategy
Consumers are spending a growing majority of their time engaging and consuming content on their mobile connected devices. Brands are struggling in this attention economy to achieve cut-through, build brand awareness and affinity and deliver relevant, engaging advertising messages to their target audiences. Gavin Stirrat, Managing Director EMEA, at Millennial Media, will outline the reasons why having an integrated mobile strategy is now an absolute imperative to reach consumers. Using relevant case studies, he will outline the key facets that any mobile campaign should include to ensure success. Further insight will also be provided that explains how the unique characteristics of the mobile device can be used to reach the right consumer, in the right place, at the right time.
From Engagement to Intelligence: Striking the Balance in Social Media at the ...iStrategy
Alex Coley, former Head of Digital Services at the Metropolitan Police, talks about how the police use of social media has been transformed in the wake of the riots of last summer. As private and public organisations move towards service models in digital, Alex talks about the difficult balancing act the police face in engaging through social media while also monitoring the same channels for intelligence. From Scotland Yard to the Met Special Operations Room, the Home Office and the Foreign Office, social media has been on a journey in the corridors of power over the last year. This is that story.
How to avoid being a data zombie by Brandwatch iStrategy
Big data can leave you feeling brain dead. What's relevant? What's not? What do to about it? Sometimes it feels like you're mindlessly ploughing through numbers just for the sake of it.
This workshop, led by Brandwatch COO Bryan Tookey, will take you through some examples of big datasets, specifically looking at social media. It will give you the tools to bring your mindless reports and reporting processes back to life.
Key takeaways:
• Spotting reports for reports sake and other big data zombie traps
• How to ensure you are getting value from your big data brains
• Bring your big data back from the dead
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
This study includes some of the most exciting results we have uncovered throughout the CxO series. CMOs today are on the threshold of major changes and this study takes a closer look at those forces impacting the marketing function and CMOs’ responsibilities. We found that CMOs are keenly aware of the shifting marketplace they are in. But how well are they prepared to manage the flood of change coming their way?
This report is IBM’s first study of CMOs – and the fifteenth in the ongoing series of C-suite studies developed by the IBM Institute for Business Value . The CMO Study follows the same tradition as the studies preceding it, with fact-based insights derived from in-depth conversations with executives around the globe.
This report is IBM’s first study of CMOs – and the fifteenth in the ongoing series of C-suite studies developed by the IBM Institute for Business Value . The CMO Study follows the same tradition as the studies preceding it, with fact-based insights derived from in-depth conversations with executives around the globe.
Between February and June 2011, we met face to face with 1,734 CMOs in 19 industries and 64 countries to better understand their goals and the challenges they confront. This sample size and approach makes our study statistically very strong. It also enables us to dive deeply into many of the segments, whether by industry, geographic region or even country. There are a number of other CMO studies in the marketplace, but they are either focused on a particular geography or industry, or rely on online surveys, which cannot capture the depth, nuance and candor that comes from an in-person dialog. This is what sets this study apart from the rest – it is large enough, and comprehensive enough to provide a true reflection of what CMOs around the world are thinking and feeling.
CMOs are well aware of the challenges that confront them. They recognize, like CEOs, that the world in which they operate is much more volatile, uncertain and complex. Increasingly interconnected economies, enterprises, societies and governments have given rise to huge new opportunities. But greater connectivity has also created strong – and often unpredictable – interdependencies. And like CEOs, CMOs don’t feel completely ready to handle the situation. A full 79 percent of the CMOs we talked with believe the level of complexity will be high or very high over the next five years. But only 48 percent feel prepared to cope with it. These percentages mirror those from the 2010 CEO study, when we asked CEOs the same questions about future complexity.
CMOs can carry on as before – and continue to feel stretched. Or they can seize the opportunity to transform their marketing function by responding to these new realities: • The empowered customer is now in control of the business relationship • Delivering customer value is paramount – and an organization’s behavior is as much a part of the value equation as the products and services it provides • The pressure to be accountable to the business is not just a symptom of hard times; it is a permanent shift that requires new approaches, tools and skills.
At IBM, we mean that intelligence is being infused into the systems and processes that make the world work—into things no one would recognize as computers: cars, appliances, roadways, power grids, clothes, even natural systems such as agriculture and waterways. Today, it's not a question as to whether the technology to build a smarter planet is real. Now, we need to know what to do next. How do you infuse intelligence into a system for which no one enterprise or agency is responsible? How do you bring all the necessary constituents together? How do you make the case for budget? Where should you start? We've learned a lot over the past year about what it takes to build a smarter planet. Importantly, we’ve learned that our companies, our cities and our world are complex systems—indeed, systems of systems—that require new things of us as leaders, as workers and as citizens. A smarter planet will require a profound shift in management and governance toward far more collaborative approaches.
Overview: SNS Bank worked with IBM to create an inbound marketing machine built on a Software platform to define business rules allowing them to act on buying signals to extend the most relevant offer to any customer at any given time. SNS Bank departed from the traditional marketing approach where product is the key and focused on the needs of the consumer combining real time customer characteristics such as product ownership, demographics and transactional data with the consumers online surfing behaviour to extend the right offer to the right customer at the right time. Example: Someone is looking to open a savings account and uses an internet search engine to find current charges and interest rates. Through the optimised search process they end up on the home page of SNS Bank, because the search terms used where ‘savings’ and ‘interest’ the individual was presented with a SNS Bank savings account offer. SNS Bank have taken a multi-channel approach with personal and relevant offers being extended through all sales channels from ATM’s to SNS in-store Banks creating a multi-channel dialogue via all channels.
Overview: Best Buys philosophy is that the role of a Marketer is to arbitrate customer conversations throughout the customer lifecycle and to support long term customer engagement with relevant and timely dialogues. This philosophy is being driven by the highly competitive retail landscape where to survive Best Buy must acquire and maintain a highly loyal and engaged customer base they are achieving this from a marketing campaign automation perspective by: Delivering messages that help customers with some of the hurdles of the product lifecycle Take the insights gleaned from customers through interactions and take them back to the business to find areas our value proposition may not be serving their customers well Example Best Buy suggests to a customer who may be coming towards the end of a contract to use an online tool where they can see if they are eligible for a free mobile phone upgrade. This approach delivers utility to the consumer and is an equally helpful tool for the business unlocking demand for Best Buy. The Enterprise Marketing Management Software platform provided by IBM has allowed Best Buy to shape and execute on their offers as well as optimise the cross-sell and up-sell process resulting in increased marketing contribution and profitability for the organisation