from mad men to moneyball: research and hands on tools to guide your marketing journey

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In this enablement session we review 2014 CMO research highlights and introduce a marketing maturity model that diagnoses where you are at, where you want to be, and how to get there.

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Marketing Maturity Model 2014 CMO Sales Enablement

From Mad Men to Moneyball: Research and hands on tools to guide your marketing journey

Jon Busman

@namsub

CMO Initiative Global Lead

29th April 2014

2012 IBM Corporation

While significantly impacting marketing, technology shifts are still at the beginning of their maturity

2004200520062007200820092010201120122013

70%

60%

50%

40%

30%

20%

10%

0%

Social media explosion

Mobile revolution

(tablet penetration)

Cloud enablement

$24.6

Power of analytics (Global business analytics services spend, billions)

$26.7

$28.2

$31.6

$36.2

$41.0

$46.9

US adoption rate

61%

34%

36%

Prevalence of social networking

Social apps harness network effect for services

Miniaturization of computing power

Watson wins Jeopardy

Browser-based cloud applications

Consumer cloud services

2014 IBM Corporation

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We are at the beginning of another shift, as technologies such as social, mobile, analytics, and cloud, develop and mature.

Social media

In the last decade, social networking sites have become prevalent and widely used. Organizations are harnessing the power of networks to provide services through the sharing economy.

Social becomes revenue-generating; increased cognizance of privacy concerns

Mobile

Mobile has miniaturized computing power, making content and communication accessible anytime, anywhere.

Miniaturization and connectivity drive new forms of content and engagement

Analytics

Watsons participation on Jeopardy showcased the power of data analytics with natural language processing, structured and unstructured data analysis, and sentiment detection capabilities.

Big data and consumer insight. Focus on deriving consumer insight from transactional and behavioral data

Recent partnership between American Express and Twitter - https://sync.americanexpress.com/twitter/Index

Cloud

Cloud underpins new capabilities and business models that change the cost and revenue structure of doing business by increasing efficiency and enabling new delivery platforms.

Shift from ownership to access. Subscription access delivery, lower barriers to entry, increased cross-platform analytics

Additional sources:

Social Media

2005-2013: http://www.pewinternet.org/Reports/2013/social-networking-sites/Findings.aspx

% of population = % of internet users * internet adoption (used data from previous slide)

Mobile Revolution

2010-2014: http://tabtimes.com/news/ittech-stats-research/2011/11/21/emarketer-almost-90-million-americans-will-use-tablet-2014

2011-2016: http://www.swmediagroup.com/what2watch-portability-and-the-era-of-mobile-moments/us-tablet-user-penetration-graph/

Power of Analytics

Worldwide Business Analytics Services Forecast, 2013-2016 IDC

Cloud Enablement

2009-2010 http://tabtimes.com/news/ittech-stats-research/2011/11/21/emarketer-almost-90-million-americans-will-use-tablet-2014

2012-2013 http://www.slideshare.net/mjskok/2013-future-of-cloud-computing-3rd-annual-survey-results?ref=http://www.northbridge.com/2013-cloud-computing-survey

Definition: http://csrc.nist.gov/publications/nistpubs/800-145/SP800-145.pdf (SaaS, IaaS, PaaS)

Cloud Enablement

2

2014 IBM Corporation

#

Look at the lead paragraph of this article. It says so much about our topicthe future practice of marketing.

These 64 words capture:

The promise of what marketing is becomingfinding a way to serve customer needs, even in advance of that customer being able to voice what he or she wants from us.

A way of serving that customer based on a fuller, more personal picture of what that individual wants.

How dataand analyticsare becoming core to the profession. And how that is changing the skills we require, and what collaboration looks like. The critical partnership in the article is between a statistician and his marketing colleagues.

And we see the responsibilities in security and privacy measures we must now rise to. The phraseeven if she didnt want us to knownow that has tremendous implications.

Now, of course, executives do their reading on Sunday too. Did any of you get a call from your boss asking, Do we have this predictive capability?

But perhaps more than that, the bigger point of the article is actually about what motivates and compels a customer to behave in new ways. And by implication, what is marketings role in helping customers develop new habits of choosing our companies--authentically desiring to do business with us?

So lets talk more about how our profession is changing. And lets start with what most agree are the timeless responsibilities of marketing.

That said, CMOs expect to accelerate the introduction of digital marketing technologies over the next three to five years

Source:Question CMO7What 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

2014 IBM Corporation

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4

CMOs identified three key factors for tackling their priorities, each of which relies on the effective use of emerging digital technologies

Source:Question CMO5What is the single most important factor to be successful with regard to emerging digital technologies?

#

2014 IBM Corporation

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5

Useadvanced analytics for deep customer insight

Design rewarding customer experiences

Effectively execute on the customer promise

IBMs 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

IBMs first

Global CMO Study released October 2011

2014 IBM Corporation

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Understand the Customer as an Individual and in Context

2014 IBM Corporation

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Diagnose and Assess Key Marketing Areas

Strategy

Customer Understanding

Data Capture

Analytics

Segmentation

Systematic Usage

Strategy

Customer Journey

Personalization

Cross-channel

Timeliness

Continuous Learning

Strategy

Change Management

Alignment

Collaboration Platform

Reputation Management

Design your culture and brand as authentically one

Three marketing imperatives:

2013 IBM Corporation

Create a system of engagement

Understand each

customer as an individual

3

2

1

2014 IBM Corporation

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For each Imperative you start by probing on how well defined your Strategy is and end with how systematically the capability is used throughout the enterprise.

While this tool focuses on how technology capabilities can help you achieve your marketing objectives better it also includes key Leadership and Process elements needed to make that technology most effective.

How do you stack up? (Ibm.biz/diagnose)

2013 IBM Corporation

2014 IBM Corporation

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Weve created a marketing maturity tool to help companies assess how their organizations stack up on the practices of outperformers.

It is designed to be used during the Discovery process to help you assess where you are today versus where you want to be.

Of course you can always choose to engage services from GBS or another partner for in depth analysis but this is designed to be a simple way to see what capabilities

Based on your assessments and our experiences with other clients, together we can build a roadmap for your next stage of transformation.

Over time, as more leaders complete the survey well be able to provide benchmarking to you versus your peers.

2014 IBM Corporation

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2014 IBM Corporation

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2014 IBM Corporation

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2014 IBM Corporation

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2014 IBM Corporation

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2014 IBM Corporation

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Join us to continue the conversation{Insert Time/Location of breakout}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

2014 IBM Corporation

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