future of marketing | marketing tools for cmos

A Day in the Life of a CMO 2016

Brian FetherstonhaughChairman & CEOOgilvyOne Worldwide

Mikael PindersCMO, Big Green

2016: A day in the life........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

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• Big Green - a Norwegian based, global green

energy company.

• Revenues of $ 2.5B

• Manufacturing of extensive range of “hardware” (from

wind turbines to solar panels to hydropower plants) and

some ‘services”

• Currently customers include Large Enterprise, Utilities and some SME

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8:15amThe daily wake up.

8:15amThe daily wake up.................................................................................................................

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Mikael checks his integrated Sales/Marketing dashboard. At a glance, he can see which are his most performing or worrying markets.

He drills into the UK to uncover the real problem.

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He then switches views to a heat-map of “Intent”. Big Green is falling behind competition and the brand sentiment is poor.

9:00amDiagnosis.

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Mikael has a first meeting with his European regional lead, his segment manager and the UK Marketing manager.

9:00amDiagnosis.................................................................................................................

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On their dashboard, they first look at the UK's sales and marketing investments by segments, clients and influencers. They check sales, pipeline, spend and ROI.

9:00amDiagnosis.................................................................................................................

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They look into individual firms and customers database to identify primary-immediate targets. A simple view provides all key information to decide on selection/action.

9:00amDiagnosis.................................................................................................................

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9:45amAn adult conversation.

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Mikael then meets with the Chief Sales Officer to see what can be done to help boost sales in the UK.

9:45amAn adult conversation...................................................................................................................................

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Agree Problem Agree Diagnosis Agree the Shift

From- - - - - - - - - - - - - - - -

Closing

To- - - - - - - - - - - - - - - -

Pipeline

£2m

Mikael then meets with the Chief Sales Officer to see what can be done to help boost sales in the UK.

9:45amAn adult conversation...................................................................................................................................

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10:30amMake it happen.

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10:30amMake it happen.................................................................................................................

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Mikael hosts an agile briefing with the Marketing coordinator to work on an immediate action plan for the UK, fueled by his discussion with the CSO. They build a brief by compiling all key elements reviewed in the morning

12:15pmCrisis.

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On his way to lunch Mikael receives a Mobile alert: crisis in Latina.

12.15pmCrisis.................................................................................................................

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Mikael isolates it’s a PR crisis in Chile.

12.15pmCrisis.................................................................................................................

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From his mobile dashboard, Mikael scans the most relevant experts to deal with this topic. He sends them an Alert notification.

12.15pmCrisis.................................................................................................................

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Mikael identifies the most important Influencers and Customers (based on TCV) who must be addressed by the Agile Response Team.

12.15pmCrisis.................................................................................................................

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2:00pmFill the talent gap.

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Mikael meets with the CHRO. He needs more specialized talent. He asks him to launch a search for 3 new positions.

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2.00pmFill the talent gap.................................................................................................................

Digital Blood Hounds

Marketing – Day Trader

Editor in Chief– Content Yenta

Mikael meets with the CHRO. He needs more specialized talent. He asks him to launch a search for 3 new positions.

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2.00pmFill the talent gap.................................................................................................................

4:15pmMeet the CMTO.

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4.15pmMeet the CMTO.Mikael meets with his new technology partner, the Chief Marketing Technology Officer.

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Mikael describes the customer experience for small businesses who buy Big Green products and identifies a critical gap at the Buying stage. How can marketing technology help?

4.15pmCMO pain points.................................................................................................................

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How can we get competitive advantage?

1

4.15pmChallenge to CMTO

How can you make sure it integrates with our IT systems?

2

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5.35pmCMTO response.

The Market Place• Web research

• Vendor RFI’s

• Peer reviews

• Competitive benchmarks

CMTO Action List:................................................................................................................

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5.35pmCMTO response.

Talk to CIO / IT• Is there a real gap?

• Data implications

• Enterprise integration

CMTO Action List:

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He’ll get back to the CMO with proposals within two weeks.

5.35pmCMTO response.................................................................................................................

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6:00pmCEO check in.

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Mikael checks the first signs of the evolution of the crisis in Chile and the report of his UK team on their action plan. He sends an Exec Sum to his CEO and CSO in one click.

6.00pmCEO check in.................................................................................................................

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Brian [email protected]/in/brianfetherstonhaugh