The document describes various marketing roles within a company and the responsibilities associated with each role. It provides job titles, who they report to, direct reports, goals, responsibilities, challenges, and purchasing insights for several roles: Chief Marketing Officer, Creative/Advertising Executive, Digital Marketing Executive, Corporate Marketing Executive, Marketing Operations Executive, Product Marketing Executive, and Demand Generation Executive. The roles each have a focus on different areas of marketing such as strategy, creative, digital, branding, operations, product, and lead generation.
Unveiling the Digital Marketing Landscape: Strategies for Success in the Digi...abdulwaheedsq3434
In today's interconnected world, digital marketing has become an indispensable tool for businesses seeking to reach and engage with their target audiences. The digital landscape is constantly evolving, presenting both challenges and opportunities for marketers.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Best Digital Marketing Courses in FaridabadOneTickcdc
OneTick CDC, one of the best digital marketing training institutes in Faridabad Delhi/NCR, offering Advanced Digital Marketing Course online and offline by an experienced trainer.Here we help you learn the skills and provide you with different opportunities in this field.
Visit-us:https://onetickcdc.com/digital-marketing-training-course-faridabad/
Address: Sector 11, Faridabad,E-1/74, Near YMCA University Street, Back Gate, Faridabad, Haryana 121006
Email:onetickcdc@gmail.com
Unveiling the Digital Marketing Landscape: Strategies for Success in the Digi...abdulwaheedsq3434
In today's interconnected world, digital marketing has become an indispensable tool for businesses seeking to reach and engage with their target audiences. The digital landscape is constantly evolving, presenting both challenges and opportunities for marketers.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Best Digital Marketing Courses in FaridabadOneTickcdc
OneTick CDC, one of the best digital marketing training institutes in Faridabad Delhi/NCR, offering Advanced Digital Marketing Course online and offline by an experienced trainer.Here we help you learn the skills and provide you with different opportunities in this field.
Visit-us:https://onetickcdc.com/digital-marketing-training-course-faridabad/
Address: Sector 11, Faridabad,E-1/74, Near YMCA University Street, Back Gate, Faridabad, Haryana 121006
Email:onetickcdc@gmail.com
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]InsideView
In this case study, learn how Microsoft is applying deep AI-driven market intelligence through its applications to impact the different phases of its customers’ lifecycle
Digital MarketingTips and Techniques for Success.pdfEmasterdigital
Unlock the secrets to effective digital marketing with these expert tips. Learn how to boost your online presence and drive results with proven strategies.
What We Do: market research, sales, marketing, digital marketing, business promotion, data analytics, business analysis, customer relationship, content development and content marketing, cost optimisation
Site: https://sites.google.com/view/brandprabha/home
Linkedin:https://www.linkedin.com/company/brand-prabha/
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Excellence Academy , Chandigarh offers Best Digital Marketing Certification Course Training in Chandigarh. We offer full time one year diploma in Digital Marketing in Chandigarh. Those who have less interest in programming or coding can make up their career in digital marketing. As digital marketing is growing in now days. We provide Top Digital Marketing Training Course in Chandigarh, Panchkula and Mohali.
Digital Marketing Interview Questions - For FreshersDigi Futech
In today's digital age, where online presence and brand visibility are crucial for business success, digital marketing plays a pivotal role. It encompasses a wide range of strategies and techniques aimed at reaching a target audience, increasing brand awareness, driving website traffic, and generating leads. For freshers looking to embark on a career in digital marketing, it is essential to be well-prepared for interviews that assess their knowledge, skills, and potential contributions to an organization's marketing efforts. Digital marketing is a dynamic and ever-evolving field that offers exciting career opportunities for freshers.
The scope of digital marketing in business is vast and vital. It's like a powerful tool that helps companies connect with people all over the world, cost effectively. You can target your marketing directly at the right customers, see results instantly, and stay ahead of competitors. Plus, you can personalize messages, make smart decisions using data, and engage with customers in a way that builds trust. In short, digital marketing is the key to success in today's digital-driven business world.
Become a Digital Marketing Manager
An Essential Skills Checklist
For more information contact Digital Marketing Association Pakistan | https://DMAP.pk
#digitalmarketingmanager #DigitalMarketing #DigitalMarketingAssociationPakistan #DMAP #SocialMediaManager
Digital marketing is the fastest growing field in the world of marketing, and India is no exception. With the increase in internet penetration and the rise of e-commerce, there has been a surge in demand for skilled Digital Marketing Training In India. To meet this demand, several digital marketing training institutes have emerged across the country.
Summary:
Discover the power of digital marketing with “Digital Marketing 101: A Beginner’s Guide to Getting Started.” This comprehensive guide is designed to provide beginners with the essential knowledge and strategies to excel in the digitized landscape. Learn how to identify your target audience, establish a strong online presence, leverage social media platforms, optimize your website for search engines, implement effective content marketing techniques, and measure campaign success through analytics. Packed with practical tips and real-world examples, this guide is your stepping stone to mastering digital marketing fundamentals. Empower yourself with the skills to make a significant impact online and achieve your business goals.
An introduction:
It is no secret that digital marketing has become an integral part of business success in today’s fast-paced and technology-driven world. A company can use the power of digital marketing to reach a wider audience, engage their customers and increase their brand awareness through the use of digital marketing. Our goal in this article is to explore what digital marketing is, how it can assist you in getting started, and what types of digital marketing you can utilize.
A brief description of digital marketing
Digital marketing involves using a variety of digital channels to promote the brand, product, or service being promoted. Several different channels of communication might be used, such as websites, social media platforms (such as Facebook, Instagram, youtube etc) search engines, emails, mobile apps, etc. Digital marketing is about connecting with customers, building brand awareness, and driving sales. Sometimes it is also called online marketing as it uses the internet as the medium.
digital-marketing-101-beginner-guide
How to Get Started with Digital Marketing
1. Set measurable and clear goals:
In order to achieve success in digital marketing, the first thing you should do is set clear and measurable goals. By defining what you want to achieve, whether it’s increasing website traffic, generating leads, or boosting sales, you can create a focused and effective digital marketing strategy.
2: Define Your Target Audience:
Knowing your target market is essential in digital advertising and marketing. Understanding their demographics, interests, and behavior will assist you in tailoring your message and content to closely resonate with them. Conduct market studies and conduct patron surveys to gain insights into your target audience.
3: Craft Your Message:
Your message needs to be clear, concise, and tailored to your target audience. It should highlight the actual value proposition of your brand, product, or service. You should focus on speaking about your pain points and solutions to your clients. Which will greatly increase your credibility and helps build your portfolio. Vital for digital marketing 101.
4: Choose the Right Channels:
There are many online marketing channels to select from,
A Digital Marketing Presentation is a visual and verbal communication that outlines strategies, tactics, and performance metrics related to promoting products or services through online channels. This presentation typically covers various aspects of digital marketing
Entry Level Jobs in digital marketing are like steppingShykhs Traders
Entry-level positions in digital marketing are like stepping stones for people just
starting in today’s quickly evolving digital world. These positions offer entry into
the exciting world of brand development and internet promotion. Now it is
imperative to stay current with trends and advancements in this field if you want
to succeed. Learning about real-time changes is essential, from grasping
analytics tools to appreciating the power of social media. Let’s examine what
entry-level positions in digital marketing entail and how you can successfully
navigate this cutthroat environment to pave your own route to success.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
More Related Content
Similar to Marketing and Finance Example Personas.pptx
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]InsideView
In this case study, learn how Microsoft is applying deep AI-driven market intelligence through its applications to impact the different phases of its customers’ lifecycle
Digital MarketingTips and Techniques for Success.pdfEmasterdigital
Unlock the secrets to effective digital marketing with these expert tips. Learn how to boost your online presence and drive results with proven strategies.
What We Do: market research, sales, marketing, digital marketing, business promotion, data analytics, business analysis, customer relationship, content development and content marketing, cost optimisation
Site: https://sites.google.com/view/brandprabha/home
Linkedin:https://www.linkedin.com/company/brand-prabha/
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Excellence Academy , Chandigarh offers Best Digital Marketing Certification Course Training in Chandigarh. We offer full time one year diploma in Digital Marketing in Chandigarh. Those who have less interest in programming or coding can make up their career in digital marketing. As digital marketing is growing in now days. We provide Top Digital Marketing Training Course in Chandigarh, Panchkula and Mohali.
Digital Marketing Interview Questions - For FreshersDigi Futech
In today's digital age, where online presence and brand visibility are crucial for business success, digital marketing plays a pivotal role. It encompasses a wide range of strategies and techniques aimed at reaching a target audience, increasing brand awareness, driving website traffic, and generating leads. For freshers looking to embark on a career in digital marketing, it is essential to be well-prepared for interviews that assess their knowledge, skills, and potential contributions to an organization's marketing efforts. Digital marketing is a dynamic and ever-evolving field that offers exciting career opportunities for freshers.
The scope of digital marketing in business is vast and vital. It's like a powerful tool that helps companies connect with people all over the world, cost effectively. You can target your marketing directly at the right customers, see results instantly, and stay ahead of competitors. Plus, you can personalize messages, make smart decisions using data, and engage with customers in a way that builds trust. In short, digital marketing is the key to success in today's digital-driven business world.
Become a Digital Marketing Manager
An Essential Skills Checklist
For more information contact Digital Marketing Association Pakistan | https://DMAP.pk
#digitalmarketingmanager #DigitalMarketing #DigitalMarketingAssociationPakistan #DMAP #SocialMediaManager
Digital marketing is the fastest growing field in the world of marketing, and India is no exception. With the increase in internet penetration and the rise of e-commerce, there has been a surge in demand for skilled Digital Marketing Training In India. To meet this demand, several digital marketing training institutes have emerged across the country.
Summary:
Discover the power of digital marketing with “Digital Marketing 101: A Beginner’s Guide to Getting Started.” This comprehensive guide is designed to provide beginners with the essential knowledge and strategies to excel in the digitized landscape. Learn how to identify your target audience, establish a strong online presence, leverage social media platforms, optimize your website for search engines, implement effective content marketing techniques, and measure campaign success through analytics. Packed with practical tips and real-world examples, this guide is your stepping stone to mastering digital marketing fundamentals. Empower yourself with the skills to make a significant impact online and achieve your business goals.
An introduction:
It is no secret that digital marketing has become an integral part of business success in today’s fast-paced and technology-driven world. A company can use the power of digital marketing to reach a wider audience, engage their customers and increase their brand awareness through the use of digital marketing. Our goal in this article is to explore what digital marketing is, how it can assist you in getting started, and what types of digital marketing you can utilize.
A brief description of digital marketing
Digital marketing involves using a variety of digital channels to promote the brand, product, or service being promoted. Several different channels of communication might be used, such as websites, social media platforms (such as Facebook, Instagram, youtube etc) search engines, emails, mobile apps, etc. Digital marketing is about connecting with customers, building brand awareness, and driving sales. Sometimes it is also called online marketing as it uses the internet as the medium.
digital-marketing-101-beginner-guide
How to Get Started with Digital Marketing
1. Set measurable and clear goals:
In order to achieve success in digital marketing, the first thing you should do is set clear and measurable goals. By defining what you want to achieve, whether it’s increasing website traffic, generating leads, or boosting sales, you can create a focused and effective digital marketing strategy.
2: Define Your Target Audience:
Knowing your target market is essential in digital advertising and marketing. Understanding their demographics, interests, and behavior will assist you in tailoring your message and content to closely resonate with them. Conduct market studies and conduct patron surveys to gain insights into your target audience.
3: Craft Your Message:
Your message needs to be clear, concise, and tailored to your target audience. It should highlight the actual value proposition of your brand, product, or service. You should focus on speaking about your pain points and solutions to your clients. Which will greatly increase your credibility and helps build your portfolio. Vital for digital marketing 101.
4: Choose the Right Channels:
There are many online marketing channels to select from,
A Digital Marketing Presentation is a visual and verbal communication that outlines strategies, tactics, and performance metrics related to promoting products or services through online channels. This presentation typically covers various aspects of digital marketing
Entry Level Jobs in digital marketing are like steppingShykhs Traders
Entry-level positions in digital marketing are like stepping stones for people just
starting in today’s quickly evolving digital world. These positions offer entry into
the exciting world of brand development and internet promotion. Now it is
imperative to stay current with trends and advancements in this field if you want
to succeed. Learning about real-time changes is essential, from grasping
analytics tools to appreciating the power of social media. Let’s examine what
entry-level positions in digital marketing entail and how you can successfully
navigate this cutthroat environment to pave your own route to success.
Similar to Marketing and Finance Example Personas.pptx (20)
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. Meet “Julia” – [CMO]
Sets the marketing strategy and leads the marketing team to
deliver superior customer experiences and a positive
corporate brand image. Monitors marketing effectiveness and
industry success. Builds, presents, and argues the business
case for the marketing budget.
Reports to
Direct reports
Goals
CEO
Marketing executives in the areas of: creative, digital, product,
corporate and demand generation & external agencies
Increase top and bottom line revenues by X%
Grow product market share by Y%
Retain existing customers and secure new ones or increase the
number of qualified leads in the pipeline
Increase brand awareness by driving X customers to our website
and stores/business
Implement strategies that improve brand preference by X%
among key demographic groups
Translate customer and marketing analytics into meaningful insights to get
a synchronized view of the customer
Manage a growing team of internal and external resources
Create a responsive team that has the agility to act quickly when new
marketing opportunities arise
Find the information/technologies necessary to drive new revenues and
customers. (Technology awareness was identified by (54%) of CMOs as the
top competency to improve.)
Highly influenced by recommendations from team, particularly digital
marketing/mktg. technology personnel, and external peers
Budgets increasing in the areas of digital advertising, mobile marketing,
digital commerce, and corporate website
A study by Forrester found that 54% of CMOs identified meeting revenue
targets as their most important business driver. What marketing programs
are driving the most revenues for your business?
Did you know that 80% of customer data will be wasted due to immature
enterprise data “value chains”? Have you thought about ways you could
better leverage customer data in your programs?
Did you know that nearly half of employees report that social tools at work
help increase their productivity, but more than 30% of companies
underestimate the value of these tools and often restrict their use? How
are you collaborating with your marketing internal teams and external
agencies today and do you have the right social and communication tools
in place?
Bill Gates was recently quoted as saying that he believes the pace of
innovation is faster today than ever before. How are you using technology
today to keep your finger on the pulse of the industry, your business, and
your competition?
Own the customer experience
Set the company’s marketing strategy and maintain brand
awareness
Advocate for, define and manage the marketing budget
Lead the marketing team to meet lead generation, revenue and
market share goals for the company
Responsibilities
Challenges
Conversation
starters
Purchasing
insights
CMO.com, The CMO Club, Harvard Business Review, The CMO Collective,
LinkedIn Chief Marketing Officer Network, Fierce CMO
Trusted channels
3. Meet “Victor” – [Creative/Advertising executive]
Sets the creative direction and shapes the internal and
external brand image, particularly in the areas of
advertising and promotions
Job Titles:
Creative director
Advertising/promotions Director
CMO or digital marketing EVP
Graphic designers, advertising agencies, campaign and promotions
managers
Increase brand awareness as tracked through survey data
Improve customer engagement through increased response rates
to advertising campaigns from key demographic
Drive Y sales from Z promotional campaign
Improve the design and effectiveness of various creative
campaigns as measured through A/B testing and brand
perception surveys
Test the impact and preference of different creative designs and
advertising campaigns among the target customer demographic
Track and analyze the results of advertising campaigns
Manage and coordinate with various external agencies and campaign
stakeholders
Stay up to date on the latest customer engagement techniques, creative
marketing tools, hot industry topics, and visual trends
Communicate new content availability & use guidelines internally
Influenced by technology recommendations of third party agencies and
consultants
Advertising and web work key priorities for 2014
Exploring mobile marketing campaigns in more earnest
63% of respondents in a recent Forrester marketing study identified new
customer acquisition as their top objective for 2014. What are your top
priorities from a creative perspective to attract and acquire new
customers?
Evaluate and coordinate marketing agencies and vendors was a top
priority for CMOs this year, according to a recent Forrester study. How are
you collaborating with those vendors today? What social, communication
and collaboration tools are you using to manage your agencies and
internal creative teams?
A recent Gartner study found that digital advertising is getting the largest
percentage of the advertising budget in companies today. In what ways
are you investing in digital to reach your potential customers? How are
you currently measuring the results of those campaigns? Are you obtaining
that data in real time so you can make immediate offers and adjustments
to maximize campaign effectiveness?
Recommend the visual brand image and brand identity for the
company
Design, implement, run, and analyze the results of marketing
campaigns
Design promotions, videos, multimedia and other marketing mix
components that engage the consumer
Develop storyboards, copy, headlines, graphics to support
marketing projects
Own the creative vision and content for the company
AdWeek, AdAge, MMA, IAB, UX Magazine, Fast Company Design, Creative
Design Pros LinkedIn group
Often power users and followers of Adobe Creative Cloud, InDesign
Reports to
Direct reports
Goals
Responsibilities
Challenges
Conversation
starters
Purchasing
insights
Trusted channels
4. Meet “Benjamin” – [Digital marketing executive]
Identifies customer needs and conceives, develops, and
implements innovative digital marketing strategies to
engage them
Job Titles:
• Digital strategies manager
• Website director
• Data scientist
• Social media manager
• Mobile director
CMO or chief marketing technologist
Content strategists, Web, mobile, & multimedia developers, social
media managers, writers, SEO, email marketing
Increase conversion rates by X%
Increase engagement with social media followers
Execute digital marketing campaigns that result in an ROI of over
Z%
Introduce new ways of engaging with potential customers and
connecting with current ones (e.g. mobile, wearables, etc.)
Increase web site traffic by X% and generate Y demand
Reach customers and prospects across multiple, continually evolving
digital channels at the moments that matter
Put in place the maps, tools and processes to extract data from digital
marketing and social media campaigns and prove ROI
Generate content that aligns with customer interests and needs
Determine how to evaluate digital campaign effectiveness by properly
attributing sales/revenue to each digital touch point
Staying informed on the latest marketing technology trends
Nearly ¾ of marketers that responded to a McKinsey survey believe their
budget for customer insights is too low.
12.5% of digital marketing budgets are allocated to digital advertising,
followed closely by content creation and management.
A recent McKinsey & Co. study found that 45% of companies admit they
have limited to no understanding on how their customers interact with
them digitally. What technologies are you currently implementing to get a
better understanding of how your customer interacts with your brand
across channels?
Gartner recently stated that “social media is profoundly changing the
marketing function.” How are you leveraging social media both internally
and externally to listen to customers?
Did you know that the daily time spent per person using a mobile device
has risen to 2 hours and 42 minutes and 64% of smartphone owners are
using their mobile devices to shop online? What are you doing to reach
your target customers on mobile?
Up to half of all digital marketing activities are outsourced. How are you
managing and collaborating with all of these agencies and vendors?
Plan and execute the end-to-end digital customer journey
including all web, SEO/SEM, marketing database, email, social
media and display advertising campaigns
Design, build and maintain business social media presence and
digital content
Measure/report performance of all digital mktg. campaigns
Identify trends and insights, and optimize spend and performance
based on the insights
Evaluate emerging technologies. Provide thought leadership.
Mashable, TechCrunch, HubSpot Blog, CMO.com, ClickZ, AdAge Marketing
Profs, MarketingSherpa
SXSWi, AdTech, PubCon, Inbound Marketing Summit events
Reports to
Direct reports
Goals
Responsibilities
Challenges
Conversation
starters
Purchasing
insights
Trusted channels
5. Meet “Emma” – [Corporate marketing executive]
Leads corporate branding, marketing communications,
and strategic IP
Job Titles:
• Brand manager
• Public relations director
• MarCom manager
• Analyst and investor relations manager
CMO
PR manager, community manager, marketing communications
specialists, analysts, brand strategist, marketing operations
Increase brand awareness by X%
Increase brand affinity and customer loyalty by Y%
Increase media coverage in X, Y, Z key publications
Adapt to the changing face of public relations that incorporates an
increasing number of digital tactics and social media techniques
Communicate brand requirements and enforcing marketing policies across
multiple disparate organizations and departments
Shift brand perception both internally and externally to achieve corporate
goals
Monitor the effectiveness of communications campaigns and measuring
their impact
Highly influenced by social media trends and online reviews
Shifting traditional PR budget to new digital marketing initiatives
Gartner recently predicted that in the next five years the "power to the
people" phenomenon will displace brand-centric strategies in favor of
buyer-driven everything.” How are you tapping into the power of the
people to drive brand affinity?
A recent Gartner study found that “managing the brand and the customer
experience is increasingly difficult and requires technology and process
automation”. What technologies have you begun to embrace to automate
external communications?
According to the CEB study, brands that simplify decisions are 115% more
likely to be recommended. What are you doing today to simplify the way
your brand communicates to customers?
Gartner predicts that by 2016, 50% of large organizations will have internal
social networks, and that 30% of these will be considered as essential as
email and telephones are today. What internal communications
techniques and technologies are you utilizing to share brand messaging
and information?
Create a lasting brand impression among consumers
Work closely with many teams, including product devs,
researchers, marketing personnel and agencies to make sure the
company brand values and image are followed
Supervising, creating and distributing public relations
announcements and documents. Work with and coordinate with
the media: TV, radio, newspaper, trade publications. Handle press
crises and negative reports.
Managing investor and analyst communications
Wall Street Journal, Forbes, NY Times
PRSA 2014, IPRRC
,PR Week, PR News, Branding Magazine, Adweek
Reports to
Direct reports
Goals
Responsibilities
Challenges
Conversation
starters
Purchasing
insights
Trusted channels
6. Meet “Michael” – [Marketing operations executive]
Directs the development and implementation of
processes, tools, metrics, infrastructure and technology
to improve marketing operations
Job Titles:
• Marketing operations manager
• Director of marketing operations
• Deputy CMO/Chief of staff
CMO
Often stand-alone. Sometimes data analysts, business analysts. If
marketing has a technology group it will usually report here.
Track and measure marketing program/campaign effectiveness
against sales objectives
Maintain clear, open lines of communication between marketing
and sales
Manage the budget to within 10%, meeting key metrics.
Develop, maintain and distribute marketing reporting dashboards
and campaign reports to executive team
Allocate resources efficiently and implement process
improvement
Improve overall efficiencies measured against company standards and
program goals
Maintain consistent processes and lines of communication across
increasingly global and disparate teams
Produce accurate operational reports on a rapid basis.
Measure performance against key metrics
Drive meaningful organizational and process changes without causing
distractions
Use very technical evaluation criteria. Usually have finance, sales
operations or IT background – not PR/communications.
Highly influenced by data results/case study results
Sirius Decisions recently stated that “measurement is a critical area that
sits squarely in the marketing operations domain and is evolving into a
higher-level effort to move beyond tactical metrics into assessing business
impact.” What key metrics are you tracking today to assess business
impact?
Gartner recently stated that “by 2017 the CMO will spend more on IT than
the CIO.” What key technology initiatives are you spearheading for the
office of the CMO to improve marketing operations this year?
In the research brief The Sirius View: A New Way to Look at Technology
Vendors, Sirius Decisions detailed a rigorous technology vendor
assessment methodology. What criteria are you using to evaluate vendors
to support your marketing operations objectives?
Responsible for the capture and dissemination of marketing
information to the enterprise, be it performance metrics, data or
strategy/planning and initiatives and budgets
Recommend and implement the systems and processes that help
generate marketing information in a systematic fashion
Drive both visibility into and productivity for the marketing
organization, including process development and professional
development
Implement lead generation programs for hand-off to sales
Follow marketing automation platform provider blogs: Marketo, HubSport
and technology press: TechCrunch, GigaOm
Marketing Operations Executive Summit event, MOCCA group
Reports to
Direct reports
Goals
Responsibilities
Challenges
Conversation
starters
Purchasing
insights
Trusted channels
Reports to
Direct reports
Goals
Responsibilities
Conversation
starters
Purchasing
insights
Trusted channels
7. Meet “Erik” – [Product marketing executive]
Researches, positions and leads the product strategy to
properly meet the needs of target customers
Job Titles:
• Product marketing manager
• Market research director
• Product evangelist
CMO
(Sometimes development organization)
Product managers, product marketers, research analysts
Increase speed to market for product launches
Increase product line revenues and margins
Improve product performance and increase the “willing to
recommend” percentage of existing customers
Assess target buyer product needs and the impact of product
updates on customers for existing or future products
Stay on the forefront of technology and product development trends and
add those innovations to the product roadmap
Access customer product feedback and goals easily and regularly. Avoid
over-customization of products based on requests
Meet launch dates by driving a product vision across an organization that
is increasingly global and dispersed
Communicate market intelligence and actionable product insights across
the entire organization
Typically requires deep demonstrations and trials prior to purchase
Strong influencer over technical buying decisions for the marketing
organization as a whole
Invest in areas where there is stable revenue and potential ROI.
Microsoft GM Eron Kelly was recently quoted as saying that “in the next
five years, we’ll generate more data as humankind than we generated in
the previous 5,000 years.” How are you sifting through all that data to get
the insights you need to set the product vision?
Gartner recently discussed how digital technologies have created the
"always on" consumer, and stated that “they pose a greater challenge
than many marketers realize.“ How are you connecting with the always-on
consumer to improve your product strategy? What technologies are you
using to stay in sync with them?
Gartner recently listed cloud computing as one of the top four “Nexus of
Forces” that are reshaping marketing. How are you leveraging the cloud to
collaborate and make product information readily available across the
organization?
The Internet of Things is one of the most talked about topics this year.
How is the rapid emergence of smart connected products influencing your
technology decisions/product roadmap?
Manage the entire product line life cycle
Specify market requirements for current and future products by
conducting market research
Drive a solution set across development teams through market
requirements, product contract, and positioning.
Develop and implement a company-wide go-to-market plan,
working with all departments to execute.
Evangelize products internally and externally
Analyze potential partner relationships for the product.
Pragmatic Marketing, TechCrunch, Fast Company
Reports to
Direct reports
Goals
Responsibilities
Challenges
Conversation
starters
Purchasing
insights
Trusted channels
8. Meet “Kendall” – [Demand generation executive]
Leads and analyzes the effectiveness of marketing initiatives
as they relate to the overall company's goals of driving sales
and revenues
Job Titles:
• Demand generation & lead nurturing director
• Event director
• Sales readiness
• Inbound marketing/ Content offers specialist
CMO or digital marketing executive
(sometimes chief customer officer)
Lead generation managers, tradeshow managers, email marketers,
content managers
Increase conversion rate from X% to Y% within 12 months.
Drive X thousand visitors to the website/store every month
Collect X thousand leads at live events
Execute webinars which generate X leads this year
Produce X content offers each month which average Y downloads
Improve landing page response rates by Y%
Stay in step with customers and prospects in real time
Put the tools, technology, and processes in place to automatically nurture
leads through the path to purchase
Develop creative solutions for attracting new leads/customers
Track campaign effectiveness
Secure budget for the rising expenses of demand generation programs
(e.g. advertising, tradeshows, etc.)
Heavily ROI focused
Highly influenced by case studies
Gartner found that companies that automate lead management see a 10%
or greater increase in revenue in 6-9 months. However, Jeff Ernst of
Forrester Research, Inc., estimates that only about 5% of marketers
actually use a full-featured marketing automation solution. What are you
using to stay in step with your customers?
Research shows that 35-50% of sales go to the vendor that responds first.
Would you describe your business culture as responsive and agile? How
are you using technology to rapidly respond to customer needs?
79% of marketing leads never convert into sales. Lack of lead nurturing is
the common cause of this poor performance. How are you responding to
your prospects in real time to push them further down the conversion
funnel?
Create, produce and execute a demand generation plan to
include email marketing, nurture programs, lead gen forms,
webinars, live events, and content offers
Direct the strategy for multi-channel communications and
analytics, tools and delivery
Implement testing methodologies (e.g. A/B and multivariate
testing) on all elements of the digital marketing mix to improve
conversion rates
Work with sales teams to maximize conversions
Conversion Academy, Conversion Conference, Practical eCommerce, IRCE,
NRF
Reports to
Direct reports
Goals
Responsibilities
Challenges
Conversation
starters
Purchasing
insights
Trusted channels
10. Goals
Meet “Karla” – [CFO]
Karla leads the financial strategy of the organization by
providing financial projections and accounting services,
preparing growth plans and directing staff.
She is responsible for all P&L related activities including
business development, business strategy, planning, and
financial reporting.
She oversees risk management of all company assets
whether intangible or tangible. She makes sure the
company’s financial performance is on track with its
strategic direction.
Reports to
Direct reports
CEO or board of directors
VP/Controller/Finance director at a minimum and usually CAO,
CPO, treasury, Financial planning and analysis, and more
Improve decision making – quickly understand what is
happening in the business from a financial perspective to
better direct the implementation of strategic business plans.
Lower risks - Discover new ways to assess, control, and
alleviate risk. Ensure that the company complies with all
legal and regulatory requirements.
Optimize costs and plan for growth.
Manage the accounting/finance, managerial/investor
relations, legal, tax, and treasury departments. Increase
efficiencies in divisions by implementing operational best
practices and constructing reliable control systems.
Harness data analytics tools to set financial goals and anticipate
future needs for the company to position it for growth in a
challenging market.
Lead the cloud strategy and technology for the finance organization.
Find new areas for revenue growth.
Manage a disparate and often worldwide team of internal and
external stakeholders.
Prioritizes BI, performance management, and business applications
to gain insight
Makes technology decisions for both finance-specific and company-
wide initiatives
Sponsors his or her own initiatives and often does not coordinate
them with the IT organization
Listens intently to industry peers and lets peers influence decisions
Expands role to become more strategic.
A recent Gartner report indicated that for financial leaders “the top
business process area that needs technology investment is to
facilitate analysis and decision making (59%).” What initiatives are
you currently undertaking to help you make better, more informed
decisions?
A recent study by CFO Outlook found that CFOs top priority was
growing revenue (74%) with cost savings as a solid second (38%).
What strategies are you putting in place to optimize costs and plan
for growth?
Forrester recently stated that “top-down management matters less.
The CFO’s new role will be to enable people to make decisions more
quickly, rather than make all the decisions at the executive level.”
What are you doing to empower and manage your team?
According to Crist Kolder’s latest “Volatility Report,” only 30 percent
of the largest public companies have a named COO. Have you seen
an evolution in the CFO role from pure controllership to focused on
broader operational areas around growth, strategy, pricing?
Oversee all financial aspects of a company including setting
the financial strategy and monitoring performance.
Manage team of financial, managerial, legal, regulatory, and
often operational and technological employees.
Responsibilities
Challenges
Conversation starters
Purchasing insights
10
11. Meet “Ken” – [VP/Controller]
Ken is the top managerial and financial leader. He
supervises the accounting department and assists
management in interpreting and utilizing information.
The CFO delegates many managerial responsibilities to
Ken and he oversees the team responsible for executing
financial strategies.
If there is not a Chief Accounting Officer then Ken is in
charge of all GAAP compliance and financial reporting
and tax compliance globally.
Reports to
Direct reports
CFO
Direct reports: Often manages the entire finance team. Can
also serve as a stand-alone chief of staff for the CFO.
Implement strategies for improving cash monitoring and budget
forecasting in an era where “cash is king”.
Growing job responsibilities as the CFO moves into more strategic
role.
Implement detailed reporting and analytics systems that will help to
improve reporting efficiency – particularly with meeting the new
internal and external reporting requirements required when tougher
auditing rules go into effect.
Prioritizes BI tools to gain insight into costs, revenue and overall
business performance.
Interested in agility and cost transparency that the cloud offers.
93% of 910 executives at U.S.-based multinationals and asset
management firms said their companies were in some stage of
changing their business models, according to a KPMG survey due to
be released this fall. How are you managing the implementation of
new financial strategies and process change in your organization to
keep up with the pace of innovation?
An increasingly distributed workforce, changing business models,
heightened reporting requirements, and new responsibilities for the
CFO, are making the breadth of the controller role larger than ever
before. What do you see as your biggest challenge as your role
continues to expand within your organization?
A recent report from Gartner stated that “an effective enterprise
harnesses data to change its business. Digital poses new questions,
generates new answers and creates new sources of revenue.” How
are you leveraging different digital technologies, like BI and cloud, to
reduce costs and grow and manage revenues for your business?
Challenges
Conversation starters
Purchasing insights
Goals Implement strategies and business models by leading the
team responsible for executing on new financial initiatives.
Reduce costs and increase growth in all areas of the
company.
Improve the systems available for funds management to
better forecast cash flow positions and ensure that sufficient
funds are available to meet ongoing operational and capital
investment requirements.
Implement tools to ease budget creation and production of
reports on performance, costs, cash flow, and business
analysis.
Manage funds to maximize ROI while minimizing risk, and
ensuring that an adequate control structure is in place over
the transfer and investment of funds.
Engage in financial analysis in such areas as forecasting,
budgeting, engaging in cost reduction analysis, and
reviewing operational performance.
Responsibilities
12. Meet “Arnie” – [Investor relations executive]
Arnie provides investors with an accurate account of the
company's affairs. This helps investors to make informed
buy or sell decisions.
He also serves as a bridge for providing market
intelligence to corporate management.
Reports to
Direct reports
CFO (sometimes to VP/Finance Director/Controller or
Treasurer)
Often stand-alone, sometimes manages reports who assist
with outreach, media relations, annual report preparation
Discover and implement the tools which can help to easily maintain
strong current investor relations, gather informal feedback from the
investment community, improve the quality of information in analyst
reports and the quality of investor one-on-one meetings.
Keep their finger on the pulse of investor sentiment towards the
company.
Prepare for wider market-related issues, such as stock liquidity and
volatility,
Recognizes that communication with investors has changed in light
of social media. Needs to use internal and external
collaboration/social tools to effectively reach the investor audience.
Wants to be able to analyze investor sentiment with BI and social
listening tools.
A recent report found that 73% of CFO's admit to having data
governance problems during financial reporting. What process do
you go through each quarter to gather accurate information? How
do you collect data on past performance and forecast for the future?
The International Monetary Fund discussed how it is important to
balance analysis of how the overall industry is performing with how
your single business is functioning in the market. When it comes to
preparing your communications for investors what approach do you
typically take: a micro bottoms up approach or a macro market
driven one? How do you reconcile both?
Former SEC Commissioner Troy A. Paredes said: “To the extent that
investors, analysts, and other securities market participants are
subject to information overload, the model of mandatory disclosure
that says more is better than less is incomplete and may be
counterproductive.” What tools and systems do you have in place to
streamline the amount of information you provide to investors?
Challenges
Conversation starters
Purchasing insights
Goals Access the information necessary to develop and maintain a
company investor relations plan and perform a
comprehensive competitive analysis, including financial
metrics and differentiation.
Implement tools and systems which improve the creation of
annual reports, SEC filings, presentations, press releases,
and other communication materials for earnings releases,
industry events, and presentations to analysts, brokers, and
investors.
Create and present clear and accurate communications to
the investment community on behalf of the company,
Monitor and present to management the opinions of the
investment community regarding the company's
performance.
Responsibilities
13. Meet “Mia” – [Controls & compliance executive]
Mia is the “police department” for the finance
organization. She ensures compliance with all applicable
laws, rules and regulations. Her duties may range from
monitoring trading activity, preventing conflicts of
interest and ensuring compliance with industry
regulations, to preventing money laundering and
potential tax evasion.
Reports to
Direct reports
Chief Accounting Officer or Finance Director/Controller
Tax, Risk Officer, sometimes legal resources
Implement regulation policies and procedures throughout the
company and automate related processes.
Oversee stakeholder management, cost/budgetary issues and the
desire to maintain a sound working relationship with regulatory
agencies.
Stay up-to-date on new regulatory issues and rules changes and
easily assess their impact.
Prioritizes tools that help with automating process/workflow related
to a variety of compliance initiatives (regulatory, etc.).
Needs BI tools to analyze and report on controls and compliance.
In a recent podcast on the Future of the Chief Compliance Officer,
industry experts discussed how the role of the compliance officer has
elevated dramatically over the past decade as a result of a plethora
of new legislation and unforeseen risks that emerged. Do you
foresee any new areas of risk emerging for your company, such as
geopolitical or e-commerce related? How are taking responsibility
for reducing the risk around these issues?
According to a 2013 Gartner study, “By simply trying to keep up with
individual compliance requirements, organizations become rule
followers, rather than risk leaders.” How are you encouraging
innovation within the company while maintaining compliance?
A recent survey of compliance executives by Thomson Reuters found
that 40 percent of firms spent at least half a working day per week
updating policies and procedures. Do you find yourself facing an
uphill battle trying to keep up with compliance requirements? How
are you maintaining policies and communicating them to your
organization?
Challenges
Conversation starters
Purchasing insights
Goals Manage company performance by establishing and
monitoring policies and procedures, particularly around
contracts and government regulations.
Improve the operations of the finance department, including
the speed and efficiency of payments and collections.
Stay informed of regulatory changes. Easily communicate
internal financial and regulatory policies and procedures
company-wide.
Prevent the company from accruing monetary fines, legal
and regulatory sanctions, and loss of reputation from non-
compliance.
The role of the compliance officer should be to advise
management on regulatory matters, to monitor compliance
and to give independent assurance to the Board that
management is acting in compliance.
Responsibilities
14. Meet “Phyllis” – [Accounting executive]
Phyllis oversees the company's accounting operations.
This includes everything from regulatory compliance
with accounting standards and practices to working with
the chief financial officer (CFO) on developing financial
strategies for the company.
Reports to
Direct reports
CFO
Controls and compliance, (sometimes Tax, Risk Officer,) and all
accountants
Achieve greater efficiency with streamlining the financial period-end
close and accounting reconciliation process.
Getting reporting tools to work effectively and in an efficient
collaborative way.
Communicate accounting policies across the financial team and the
wider organization and work across teams to make sure financial
goals are being met.
Keep up to date with regularly changing accounting regulations.
Needs reliable data and BI tools, as well as collaboration tools to
ensure that corporate financial goals and deadlines are being met.
Having reliable data is critical to accounting. A study into finance
leaders’ attitudes to their company’s data recently revealed that one
in five are actually assigning a line on the balance sheet for data,
assigning a value to it and managing it as an asset robustly. How
accurate do you feel your data is today and how do you balance the
need for accuracy vs. avoiding complexity?
The Financial Accounting Standards Board is constantly issuing new
updates, What tools are you using to stay on top of all the changes
and how is technology helping you manage this process? How
challenging is it to meet compliance reporting deadlines and
reporting requirements?
As financial activities are more intensely scrutinized by shareholders
and government agencies, the demand for consistent reporting
policies across the enterprise is required. How are you improving
collaboration and process efficiencies across an increasingly global
enterprise to ensure accurate and timely reporting?
Challenges
Conversation starters
Purchasing insights
Goals Ensure that all ledger accounts, financial statements and cost
control systems are operating effectively.
Streamline communications and collaboration within the
finance and accounting teams to improve daily accounting
functions.
Deliver all necessary accounting reports and records to the
leadership team and external stakeholders in a timely and
consistent manner.
Maintain accurate reports that meet all current guidelines
and are delivered on time.
Responsible for the accounting operations of the company,
Oversees the team responsible for maintaining accounting
records and producing financial reports. Manages a
comprehensive set of controls and budgets designed to
accurately report financial results, and ensure that reported
results comply with accepted accounting principles.
Responsibilities
15. Meet “Brad” – [Financial planning & analysis executive]
Brad researches macroeconomic and microeconomic
conditions along with company fundamentals to make
business, sector and industry recommendations for the
organization. He recommends a course of action for the
company based on current market developments and
prepares financial models to predict future economic
conditions. He is strategic and can look at pricing
elasticity, run trend lines, cohort analysis, deep insights
into the company and customers to support the
business case for new or improved products.
Reports to
Direct reports
CFO (sometimes to VP/Finance Director/Controller)
Supporting financial analysts depending on the size of the
company
Consolidate and analyze data from various sources to project future
finance trends more accurately.
Compare future forecasts for each country/division to the
information from previous plans.
Streamline management reporting, particularly ad hoc reporting
requests.
Prioritizes BI tools to analyze current corporate performance and
predict future performance scenarios.
Reporting is a critical function for FP&A.
According to Gartner research, 64% of surveyed organizations either
have invested in big data already (30%) or have plans to invest within
24 months (34%). How is the emergence of big data changing the
way your plan and forecast for the future?
Gartner stated that “strategic financial planning is often conducted in
an isolated environment, making it challenging to relate to
operational plans”? What kinds of tools are you putting in place to
collaborate across the enterprise & develop a cohesive growth plan?
At Microsoft we are continuously monitoring trends in the PC market
& hardware business to prepare for future growth. What are some of
the market trends you monitor to plan for the growth of your
business and how do you gather those insights?
Mobile is impacting finance organizations with Gartner predicting
that, by 2016, at least 50% of organizations will deploy their ERP
applications to users via a post-PC environment. How do you plan to
leverage mobile to improve the way you consolidate and analyze
data?
Challenges
Conversation starters
Purchasing insights
Goals Find ways to analyze current performance and project future
trends more accurately.
Consolidate data for easy analysis. Dig into company data
and big data to look at trends of the past to forecast the
future.
Implement or improve the quality of automated tools which
make ad hoc reporting of key metrics and forecasting
simple.
Analyzes data to assess current conditions and forecast the
“bottom line” and future growth potential for the company.
Often provides strategic guidance to the CFO of future
planning/trends, sometimes using predictive analytics.
Responsibilities
16. Meet “April” – [Procurement & purchasing executive]
April uses her exceptional interpersonal, management
and negotiation skills to source and procure required
services and materials for her company. She manages
the vendor relationship and ensures vendor quality and
costs are competitive and in line with business needs.
Contracts management is one of her most critical duties.
Reports to
Direct reports
CFO
Supplier management personnel: buyers, planners, contract
administrators and quality engineers
Improve efficiencies in the vendor selection, contracts, and
management process.
Leverage technology for faster delivery and payment processing.
React quickly and appropriately to procurement and purchasing
issues.
Collaborate with financial team to address budget and payment
processing issues.
Prioritizes automated processes for vendor selection, management,
delivery and payments.
Needs BI tools for insights into vendors, purchasing, etc.
More companies are centralizing the purchasing function to
negotiate better discount with fewer vendors through economies of
scale. How is your purchasing system organized today?
A recent Gartner survey found that “…in the next two years, one in
five organizations plan to use cloud for analytics and transactions.”
How do you plan to incorporate cloud technologies into improving
the purchasing process?
32% of organizations surveyed in the AFP’s recent Electronics
Payment Survey indicated they are planning to incorporate mobile
payments for vendors over the next three years. How do you plan to
incorporate mobile technology into your future purchasing strategy?
A recent international study, CPO Agenda 2014, stated that
“procurement heads have to react faster and more precisely to
efficiently help their companies quickly recognize industry-specific
challenges and take the appropriate counteraction." How are you
leveraging technology to be more responsive to vendors and
address purchasing issues quickly?
Challenges
Conversation starters
Purchasing insights
Goals Implement systems and tools for streamlining the vendor
and supplier selection and management process, contracts
management, material acquisition, quality management,
receiving and payment processes.
Provide required materials and services at the least total cost
to the company.
Maintain all information regarding purchases and services
and monitor current inventory levels to more accurately
predict future needs of the company.
Responsible for the management and administration of the
company’s procurement and supplier management
programs.
Contracts services and manages the purchase of supplies,
equipment, and materials. Sources goods and services, and
negotiates price, quality and delivery terms.
Responsibilities
17. Meet “Theresa” – [Treasury executive]
Theresa is responsible for the money that flows in and
out of the business. She oversees liquidity risk
management, cash management, issuing debt, foreign
exchange and interest rate risk hedging, securitization,
oversight of pension investment management, and
capital structure (including share issuance and
repurchase).
Reports to
Direct reports
CFO (sometimes to VP/Finance Director/Controller)
Sometimes standalone, but often has direct reports who focus
on managing capital, investments, and associated risks.
Translate data into the insights necessary to more accurately forecast
cash flow positions, related borrowing needs, and available funds for
investment.
Manage a wide variety of financial accounts both local and
international.
Balance disconnects between what a treasurer needs to support his
or her broad remit and what the CFO is willing to fund.
Prioritizes automated tools to monitor cash and investments.
Needs BI tools for insights into current and forecast cash flow and
related borrowing needs.
A recent report by the AFP found that more than 70% of
organizations are struggling to convert to electronic payments, citing
customer/supplier hesitance to adopt and IT barriers as major
obstacles. How is your organization using technology to manage the
flow of cash into and out of your business?
A recent report by the AFP found that 50% of organizations that
facilitate cross-currency payments via foreign currency accounts also
rely on banking providers, which leads to unnecessary banking
relationships and cost. Do you have tools that give you instant
insight into all of your accounts around the world?
Gartner recently stated that the BI and analytics space will
increasingly focus on advanced capabilities to build sophisticated
analytics models that go well beyond the slicing and dicing of
multidimensional data. How are you producing the reports and
information necessary to make sure you have the funds to achieve
the company’s goals?
Challenges
Conversation starters
Purchasing insights
Goals Access the information necessary to more accurately
forecast cash flow positions, related borrowing needs, and
available funds for investment.
Create monitoring systems to ensure that sufficient funds
are available to meet ongoing operational and capital
investment requirements.
Implement hedging techniques to mitigate financial risks
related to the interest rates on the company's borrowings,
as well as on its foreign exchange positions.
Improve collaboration and communications with banks,
credit agencies, and third party treasury agencies.
Responsible for corporate liquidity, investments, and risk
management related to the company's financial activities.
Oversee and present budgets, accounts and financial
statements to the management committee.
Liaise with designated staff about financial matters.
Responsibilities
18. Meet “Tom” – [Tax executive]
Tom is responsible for keeping the businesses
compliant with various local, state, federal and
international tax regulations. He implements measures
and develops policies for dealing with various areas
relating to taxes.
Reports to
Direct reports
Controls and Compliance (sometimes direct to CFO)
Tax policy personnel
Analyze and react appropriately and in a timely manner to numerous
changes happening to international tax laws, in the U.S. in particular.
Easily collect information from across teams and divisions to
properly file taxes.
Find accurate information on recently changing/new tax laws and
issues to make sound financial decisions.
Priorities revolve around technology to make the tax reporting
process more efficient and the ability to stay up to date with the
onslaught of tax issue changes occurring.
A recent report by KPMG is predicting a dozen key tax issues in the
US that will be confronting businesses next year, including the
taxation of cloud-related activities, base erosion and profit shifting in
multinational corporations, and the far-reaching consequences of
the Foreign Account Tax Compliance Act. How are you staying
abreast of all changes to tax laws and new issues that constantly
arise and what role is technology playing to help you tackle them?
According to a recent whitepaper from Accounting Today, many
finance organizations are now utilizing new cloud solutions and
digital tax workflows to stay competitive and increase profitability
through efficiency. Has your firm implemented digital tax strategies
and processes? Have you seen increased efficiencies and profits
from those initiatives?
Challenges
Conversation starters
Purchasing insights
Goals Reduce taxes within the constraints of the company
strategy.
Improve efficiencies in tax data collection and reporting
systems.
Stay informed on changes to tax provision schedules, tax
rate, and tax rules.
Increase the speed with which tax issues can be researched
and resolved.
Manage tracking system for R&D tax credits to comply with
laws for certain sectors (technology, manufacturing, etc.)
Accountable for the collection of tax-related information,
reporting to taxation authorities at the federal, state, county,
and local levels in a timely manner.
Advises management on the tax impact of various corporate
strategies.
Performs estimations, analysis, planning, and research.
Responsibilities
19. Meet “Annie” – [Risk executive]
Annie advises the organization on any potential risks to
the profitability or existence of the company. She
identifies and assess threats, put plans in place for if
things go wrong and decides how to avoid, reduce or
transfer risks.
Reports to
Direct reports
Controls and Compliance (sometimes directly to CFO)
Internal auditors
Manage the uncertainty associated with changes to government
regulations (an example is healthcare changes in the U.S.), by
accurately monitoring changes and providing the data/information
necessary for compliance.
Improve risk reduction strategies by integrating risk and forecasting
data into strategic decision making and capturing relevant data
within the company.
Prioritizes BI tools that can take internal and external data sources to
show insights into potential risks.
A recent Ernst and Young study found that 53% of CROs listed
regulations as the primary challenge for the upcoming year? In
today’s fast-paced, connected world, how do you assess corporate
risk from both internal and external sources and keep up to date
with the tsunami of regulatory changes that continue to come your
way?
A recent report from the Association of Financial Professionals (AFP),
found that In the wake of recent security breaches, 63 percent of
organizations have either adopted additional security measures or
are planning to do so in the near future. What is your organization
doing to reduce the risks associated with security breaches?
Eighty-four percent of respondents in a recent AFP report said that
their organizations are exposed to the same or higher level of
uncertainty today than three years ago. What are the top risks for
your organization and how are you using technology to address
them?
Challenges
Conversation starters
Purchasing insights
Goals Monitor operations at a glance to determine the nature of
all risks to which the company is subjected and identify any
changes to these risks.
Implement tools for analyzing the probability of loss from all
types of risks and recommending methods for the
mitigation of losses, such as through outsourcing of
operations, changes to work instructions, or the
procurement of insurance.
Ensure that the company is in compliance with all
government regulations.
Responsible for the monitoring of all risks within a company,
as well as for recommending ways to mitigate those risks.
Implementing sound internal controls.
Responsibilities