Shifts in buyer behavior and technology have disrupted CMOs. The new mandate is to move beyond brand and drive growth. For this, A new breed of marketer is required. A SAP, The CMO Club and Human 1.0 study decode the DNA that creates the CMO of the future: The Growth CMO. Full report here: http://thecmoclub.com/topics/culture-of-change-across-the-organization/

1. THE GROWTH CMO
THE DNA OF A NEW BREED OF MARKETER
“We cannot become what we need to be by remaining what we are.” Max De Pree

2. In massive marketing shifts brought on by
Web, social and mobile, CMOs got disrupted
It’s no longer just about Brand. It’s about profitable growth
CMOs need to adapt in order to THRIVE
A New Breed of Marketer emerging: The Growth CMO
A CMO’s mission is to create
Profitable Growth
CEOs demand it
CMOs strive for it
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3. A groundbreaking study conducted
by The CMO Club in partnership with
SAP and Human 1.0 surveyed over
150 CMOs and identified the DNA of
a new breed of marketer
The Growth CMO
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4. Thirteen DNA Dimensions
Define The Growth CMO
The Growth CMO DNA
1. Develop New Talent
2. Maximize Social Connectedness
3. Corporate Technology
4. Promote A Data-Driven Culture
5. Trust and Be Trustworthy
6. Always be Learning
7. Advance Omnichannel Capabilities
8. Focus on Customer Engagement
9. Data-Driven Insights
10. Practice Agile Marketing Leverage
11. Create Market Centricity
12. Establish Risk-Intelligence
13. Commit to Measurement
Four of these
DNA dimensions
are the key drivers
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5. 5
The Four Essential DNA Dimensions of a Growth CMO
1 Develop New Talent
2 Advance Omnichannel Capabilities
3 Promote a Data-Driven Culture
4 Create Market Centricity
Attracting, retaining, hiring and
leading a diverse and broad
range of marketing talent to
cover the expansive landscape
that is marketing today.
Creating a consistent presence,
adaptive content and unified end-to-
end customer experience across
multiple channels and customer
touch-points .
Catalyzing a culture that values and
leverages data-driven insights for
better decision-making, deeper
customer intimacy and improved
marketing outcomes. Advocating for the voice of the
customer and rallying the
organization around market
requirements so that the customer
is at the heart of the organization..
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6. CMOs Developing New Talent
23% Nurture Brand Ambassadors
29% Develop Storytellers
25% Retain Valuable Employees
38% Attract Millennials
What are you doing to...
1 Develop New Talent
Many CMOs are not capitalizing on the
strength of diversely talented teams.
Uniquely talented teams produce amazing
marketing outcomes.
YOUR TALENT RETENTION RATE
Less than 6 months 1-3 years 5+ years
Less than 6 months
FREQUENCY OF TEAM DEVELOPMENT / COLLABORATION
1L-e2s tsim theasn/y 6e amr,o andth hso c Quarterly On-going + proactive
DO YOU HAVE A MENTOR OR COACHING PROGRAM
Less thanN 6o months Limited Yes | Company-wide

7. Advance Omnichannel Capabilities
Few CMOs understand their customers’
journey, let alone implement omnichannel
marketing and commerce capabilities.
9% of CMOs maintain
consistency between online &
offline customer experience
22% Understand the
customer decision journey
2
7
What are you doing to…
HOW COMPLETE IS YOUR CUSTOMER JOURNEY MAP
Less than 6 months From initial contact thru purchase From investigation Post-purchase to sale + beyond
CUSTOMER EXPERIENCE CONNECTEDNESS
LeMsas rtkheatnin g6 +m oSnatlhes Marketing + Sales + Customer Service Organization-wide
HOW MANY DEGREES IS YOUR CUSTOMER VIEW
Less 9th0a dne 6g rmeeosn ths 180 degrees 360 degrees

8. Promote a Data-Driven Culture
Data drives insights,
insights drive customer intimacy
customer intimacy fuels financial success
60% of CMOs say their teams have access to data
2x Marketing teams with access to data twice as
likely to have CMO driving customer experience
3x Organizations that excel in superior customer
experience produce 3X net income
3
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What are you doing to...
CUSTOMER DATA USED
Less than Hist o6r imcaol nths Behavioral Predictive
PERCENT OF CUSTOMERS PROFILED
Less tha1n0 6% m onths 40% 80+%
EXTENT OF APPLICATION FOR DATA-DRIVEN INSIGHTS
LesFse twh acna m6 pmaoignnthss Many campaigns Across marketing + beyond

9. What are you doing to...
Create Market Centricity
Growth is not possible without customers
being placed at the heart of an
organizations’ ethos and actions.
How market-centric is your organization?
Gap Gap
20%
80%
50%
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9
CMOs Say
80% say customers
are most important
part of CMO role
CMOs Do
50% Monitor Customers
20% Monitor Competitors
LISTENING TO YOUR CUSTOMERS
Less than 6 months Captured frequently Captured ad hoc Captured on-going
BREADTH OF LISTENING
LessT wthoa nch 6a nmnoenlsth s Many channels All channels
BASIS FOR C-SUITE DECISION MAKING
LeIsnst ethrnaanl 6p rmioorintitehss Internal + External factors Customer priorities

10. Only 10% of CMOs
Focus on Growth Elements
When they do, 90% report
improved marketing outcomes
For CMOs, the way to success is
to generate profitable growth
A new type of CMO is required and
four key dimensions define the DNA of
that new breed of marketer
Becoming
THE GROWTH CMO
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11. Madhur Aggarwal
Vice President, Marketing
Strategy & Growth Initiatives
SAP
Francois Gossieaux
Co-Founder
Human 1.0
Ed Moran
Co-Founder
Human 1.0
Pete Krainik
CEO and Founder
The CMO Club
The Growth CMO Team
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12. Develop New Talent | Advance Omnichannel Capabilities | Promote a Data-Driven Culture | Create Market Centricity
THE GROWTH CMO
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THE DNA OF A NEW BREED OF MARKETER