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FROM MAD MEN TO MONEYBALL:
HOW LEADING CHIEF MARKETING OFFICERS ARE
DIFFERENTIATING AND CAPTIVATING THE
CONNECTED CONSUMER...
The timeless responsibilities of our
marketing profession
Marketers have always been responsible
for knowing the customer....
In February of 2012, The New York
Times published an article that
gave us a glimpse of the future
practice of marketing.
Designing your culture and brand so
they are authentically one.
Creating a system of engagement that
maximizes value creat...
Leading marketing practices deliver leading
company results
1.8x Gross Profit
3.4x Net Income
2.4x Stock Price
*SOURCE: Th...
In the past three years, CMOs have made surprisingly
little progress towards implementing key digital
marketing strategy c...
Prepared Underprepared
The rate of change seems faster than
many can cope with
Source: Question CMO4–How prepared are you ...
That said, CMOs expect to accelerate the introduction
of digital marketing technologies over the next three to
five years
...
Three distinct profiles emerged from our analysis, with
one making significantly more progress in preparing
for a digital ...
Marketers have always
been responsible
for knowing the
customer.
Marketers have always
been responsible
for defining what ...
Marketers have always
been responsible
for knowing the
customer.
Marketers have always
been responsible
for defining what ...
Marketers have always
been responsible
for knowing the
customer.
Marketers have always
been responsible
for defining what ...
Marketers have always
been responsible
for knowing the
customer.
Marketers have always
been responsible
for defining what ...
Know each customer & moment in
context
2014: Evolving Shifts for the CMO
90%
32%
of consumers expect
personalization
only
claim to be highly
effective at engaging
individual customers
Source: IBM...
© 2013 IBM Corporation19
Banco Itaú Argentina
Predictive customer context
Deliver personally relevant and rewarding
experiences at every touch
2014: Evolving Shifts for the CMO
Co-create authentic brand
experiences with customers,
employees, and partners
2014: Evolving Shifts for the CMO
Lily Robinson – Age 3 ½ Chris King – Age 27 1/3
of consumers
trust earned media
think social
will improve
forecasts
of B2B buyers put the
most weight on what the
people t...
Bringing All Three Together
Co-create authentic brand experiences
with customers, employees, and
partners
Innovate and sca...
IBM’s Own Marketing Transformation Began in 2010
Thought Leadership Marketing Additions
•Insights from over 1,700 CMOs
acr...
Understand the Customer as an
Individual and in Context
Innovate and Scale Rewarding Experiences
The CMO+CIO Leadership Exchange
(Flagship events in NYC, Paris)
Local CMO & CMO+C...
Co-create authentic brand experiences with customers,
employees, and partners
•CMO Partner Community
•CMO Ambassador Progr...
Thank You and Let’s Continue the Conversation
@namsub #sugarcon
Co-create authentic brand experiences
with customers, empl...
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
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From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer

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Data and technology have radically reshaped the marketing discipline from eyeballs to experiences. This shift has changed everything from how we engage customers across multiple channels, provide unique customer experiences in context, and even measure success. Join us as we examine 3 fundamental marketing shifts that have occurred in the last 24 months, learn how companies are leveraging these today as a competitive advantage, and ensure you and your clients are not marketing in 2014 like it is 2004.

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From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer

  1. 1. FROM MAD MEN TO MONEYBALL: HOW LEADING CHIEF MARKETING OFFICERS ARE DIFFERENTIATING AND CAPTIVATING THE CONNECTED CONSUMER Jon Busman @namsub CMO Initiative Global Lead 29th April 2014
  2. 2. The timeless responsibilities of our marketing profession Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise.
  3. 3. In February of 2012, The New York Times published an article that gave us a glimpse of the future practice of marketing.
  4. 4. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. 2012: Three imperatives of a new profession
  5. 5. Leading marketing practices deliver leading company results 1.8x Gross Profit 3.4x Net Income 2.4x Stock Price *SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights The Top 20%
  6. 6. In the past three years, CMOs have made surprisingly little progress towards implementing key digital marketing strategy components 8 Source: Question CMO1–To what extent have you activated the following digital strategy components within your enterprise? Activation of digital strategy components Networked workforce with skills aligned to business opportunities Integrated customer touchpoints across physical and digital channels Customer collaboration using social networks Large extent Somewhat Advanced analytics to capture customer insight across all touchpoints Digitally enabled supply chain 20% 52%28% 46%16% 38% 51%37%13% 59%13% 29% 11% 30% 59% Limited extent
  7. 7. Prepared Underprepared The rate of change seems faster than many can cope with Source: Question CMO4–How prepared are you to address the following market factors (data explosion and social media)? Preparedness for the data explosion
  8. 8. That said, CMOs expect to accelerate the introduction of digital marketing technologies over the next three to five years 10 Source: Question CMO7–What is your plan around the usage of the following technologies over the next 3 to 5 years? Intended use of digital technologies (3 to 5 years) Mobile applications Content management Search engine optimization 46% 47% 63% 79% 62% 80% 73% 81% 68% 87% 81% 89% 80% 94% Customer relationship management Collaboration tools Reputation management Email marketing 2013 2011 66% 94% Advanced (predictive) analytics
  9. 9. Three distinct profiles emerged from our analysis, with one making significantly more progress in preparing for a digital marketing future 11 30% 37% 33% CMO profiles Traditionalists Social Strategists Digital Pacesetters
  10. 10. Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Timeless 2012
  11. 11. Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Timeless 2012 2014 Know each customer & moment in context
  12. 12. Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Timeless 2012 2014 Deliver personally relevant and rewarding experiences at every touch Know each customer & moment in context
  13. 13. Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Timeless 2012 2014 Co-create authentic brand experiences with customers, employees, and partners Deliver personally relevant and rewarding experiences at every touch Know each customer & moment in context
  14. 14. Know each customer & moment in context 2014: Evolving Shifts for the CMO
  15. 15. 90% 32% of consumers expect personalization only claim to be highly effective at engaging individual customers Source: IBM Institute for Business Value and Center for Applied Insights
  16. 16. © 2013 IBM Corporation19 Banco Itaú Argentina Predictive customer context
  17. 17. Deliver personally relevant and rewarding experiences at every touch 2014: Evolving Shifts for the CMO
  18. 18. Co-create authentic brand experiences with customers, employees, and partners 2014: Evolving Shifts for the CMO
  19. 19. Lily Robinson – Age 3 ½ Chris King – Age 27 1/3
  20. 20. of consumers trust earned media think social will improve forecasts of B2B buyers put the most weight on what the people they know and trust say about companies and products Source: Nielsen Jan 2012; Aberdeen Mar 2012; Forrester Dec 2010 92% 77% 39% Maximize the Moment
  21. 21. Bringing All Three Together Co-create authentic brand experiences with customers, employees, and partners Innovate and scale relevant and rewarding experiences Know each customer in context The three imperatives of a new marketing profession
  22. 22. IBM’s Own Marketing Transformation Began in 2010 Thought Leadership Marketing Additions •Insights from over 1,700 CMOs across 64 countries •3 key themes: empowered customers lasting connections measuring marketing ROI •Unica (enterprise and cloud-based marketing software solutions): 2010 •Coremetrics (web analytics): 2010 •DemandTec (Price/Promo) 2012 •Tealeaf Technologies (customer experience analytics software): 2012 •Xtify (mobile experience): 2013 •Watson (Cognitive computer): 2013 IBM’s first Global CMO Study released October 2011
  23. 23. Understand the Customer as an Individual and in Context
  24. 24. Innovate and Scale Rewarding Experiences The CMO+CIO Leadership Exchange (Flagship events in NYC, Paris) Local CMO & CMO+CIO Events (Toronto, New Delhi, Sydney, Tokyo, Parma, NYC, Chicago) THINK Marketing Community (Exclusive online community for CMOs)
  25. 25. Co-create authentic brand experiences with customers, employees, and partners •CMO Partner Community •CMO Ambassador Program •Current CMO Market News •CMO Sales Enablement
  26. 26. Thank You and Let’s Continue the Conversation @namsub #sugarcon Co-create authentic brand experiences with customers, employees, and partners Innovate and scale relevant and rewarding experiences Know each customer in context

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