Published on November 3, 2008
a CMO, a CIO and a sales guy walked into a bar…
A Little bit about me John Kottcamp – Chief Marketing Strategist, Ascentium For the last twenty years, John has been thinking strategically about customers; their experiences, relationships and the lifetime value they contribute to the brands with which they choose to engage. His passion is the intersection of marketing and technology. Prior to joining Ascentium, John has held executive positions with McCann Worldgroup, Gateway, T-Mobile USA and Lufthansa. He is a frequent speaker on Closed Loop Marketing and respected blogger at www.thecollaborativemarketer.com , Vice President of the Seattle Direct Marketing Organization and a member of the Forrester Research Technology Marketing Executive Council. John earned his B.A. from the University of Wisconsin– Madison and prior to settling in Seattle, has made his home in such diverse places as Munich, Madrid, Miami, San Francisco and San Diego.
A little Bit about Ascentium • Founded in 2001 • 600 employees Strategy • Locations: Bellevue, Portland, Spokane, Los Angeles, Baltimore, User Research London Experience Measurement Customer Optimization • $80m+ annual revenue Execution Design • 23rd Largest Interactive Agency in US Development (AdAge, 2008) CRM Portals • Microsoft Partner of the Year, 2008 BI • Loyalty: ‣ Customers / 60% Recommendations ‣ Employees / 10% Annual Turnover
Connect, Engage, Measure How to make a CMO successful While aligning Sales, Marketing and IT
It’s Not Easy Being a CMO in Today’s Business World The CMO: Black Sheep or Golden Child? As CMOs continue to struggle with job security, a new study from the CMO Council and MarketBridge reveals that stability may be attained through measurement and definition.
A Few data points about Chief Marketing Officer s (CMOs) • The average tenure for CMOs today is 26.8 months* • Fewer than one-third of the companies have CMOs who have been in their posts for three years or more • 16 percent of the companies have a CMO position that is either vacant or there is no such role in the organization. • According to a recent CMO Council survey, most CEOs do not believe their CMOs bring sufficient strategic business thinking to add value to the enterprise
What makes a successful CMO?* Strategic Customer Thinker Orientation Risk Results Taking Focused Technical Influence & Expertise Impact Hands on Team Leadership Player Creates & Global Manages Perspective Change *Source – CMO Council
What Keeps CMOs up at night? “The myth of the CMO is the C part. They don't get to be the chief of the stuff that is really what marketing is all about today. CAO, maybe (Chief Advertising Officer) but not CMO.”
Today’s CMOs are faced with two overriding realities: Everyone has ADHD CMOs are the Rodney Dangerfield’s of the “C” suite. They just don’t ever seem to get any respect
Issue # 1 - Everyone has ADHD How to identify, understand and communicate with customers across multiple channels
There’s Been a Revolution in Marketing The Customer Experience has exploded •Traditional Media has lost its monopoly on communication •Customer Communications has become Digital centric •One to Many (traditional) is becoming One to One (Digital) Technology is the Catalyst •Digital Communications is Technology Dependent •One to One communications is technology enabled 1900 1950 2000 2008
The Answer? 1. Pretend nothing’s happening and believe the old adage , “I know half of my marketing is working, I just don’t know which half.” 2. Shift your marketing spend to online ads “After all, it’s just like regular advertising except online, isn’t it? And it will be cheaper won’t it?” Get yourself some of that Web 2.0 stuff 3. “Everyone’s talking about it, so it must really work, right? Think of all those eyeballs on MySpace.”
Or… adopt a “Left Brain” Approach to Marketing “Left Brain” Marketing is, “A customer behavior-driven marketing planning approach that allocates budget across marketing resources that move customers through their purchase processes .” – Forrester Research
Start with the right questions • Who is your customer? • Where does your customer go to get information? • What is important to your customer? • Who does your customer rely on to • Where to find your customer? make choices and decisions? • How does your customer behave? Then …
The Tools & Technology It’s not just for The Fortune 500 anymore
Listen = Advertising, Search, Social Media
Organize = Customer Hubs, Data warehouses & CRM Customer Hub Providers Forrester Research
Target = Campaign Management, Lead Management
Capture & Measure
Experience + Technology = Success Interactive Search Optimization SEO Web Optimization (Widemile, Optimost, Offermatica) Ecommerce Analytics (WebTrends, Omniture, Eloqua) SEM Microsoft Commerce Video Server System Ad Serving Web Silverlight (Atlas) Experience Online Ads IA Blogs Behavioral Targeting Communities CRM Email Marketing Campaign Management (Exact Target, Eloqua) (Eloqua, Aprimo) Landing RSS Page Dynamic Content Mobile CMS Microsoft SharePoint Server System Segmentation Traditional Print Direct Mail Media
Issue # 2- CMOs don’t get respect What CMOs need to do to align themselves with the rest of the enterprise
There is a lot of room for improvement in Marketing’s internal relationships Source – Forrester Research 2007, “How To Improve Marketing's Internal Credibility”
The Answer 1. Look at all marketing programs through business eyes “If it can’t be measured, don’t do it.” 2. Apply the principle of servant leadership to the marketing organization. “The problems with our sales leads is just like that old restaurant, the food is terrible and the portions are too small.? Make the CIO your best friend. 3. “Both CMOs and CIOs share a common challenge, to change perception of their organizations from being simply a cost center to being a growth center for the enterprise.
Experience Data Intelligence Results CRM – Customer Service CRM Supply Chain Point of Sale Experience Inputs ERP Intelligence Outputs Data warehouse Predictive Analytics BI Business Dashboards Reports
Experience + Technology + Analysis = Results Interactive Search Optimization SEO Web Optimization (Widemile, Optimost, Offermatica) Ecommerce Analytics (WebTrends, Omniture, Eloqua) SEM Microsoft Commerce Video Server System Ad Serving Web Silverlight (Atlas) Experience Online Ads IA Blogs Behavioral Targeting Closed Loop Marketing Communities CRM Email Marketing Campaign Management (Exact Target, Eloqua) (Eloqua, Aprimo) Landing RSS Page Dynamic Content Mobile CMS Microsoft SharePoint ROI Measurement Server System Business Dashboards Segmentation BI (Performance Point 07) Traditional Print Direct Mail Media
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