rise of the agile cmo
TRANSCRIPT
The Digital Consumer Journey andThe rise of the Agile CMOBenoît De NayerFounder & Director Actito
@benoitdenayer
@actitohq
CMOs receive more and more responsibilities….
p. 3
65%
48%
45%
34%
28%
20%
12%
12%
9%
Overall sales
Marketing ROI
Customer satisfaction
Number of new customers
Revenue per customer
Marketing-influenced sales
Churn rate
Others6
Social media metrics
Top 3 - Most common Performance measurements(%total respondants)
This is how the CMO see its role
l http://www.thinkwithgoogle.com/columns/orchestration-as-the-new-managerial-model.html
6
…and all type of contents…
ADVERTISERCONTROLS THE
CHANNEL
ADVERTISERPAYS TO LEVERAGE THE CHANNEL
CUSTOMERS BECOME THE CHANNEL
…who still favor big projects that take years to deploy…
p. 18
Here’s our marketing automation plan: it should deliver results in 3 years if all goes well.
Agile Digital Marketing
steps towards more Agile Digital Marketing
- 1. An original methodology- 2. Organizational change management- 3. Adapted software tools
-
20
To tackle marketing procrastination …
l Iterate : experiment often by delivering small frequent deployments
l Don’ be affraid to fail, just don’t fail the same way twice
l Don’t overcomplicate ! : simplicity is essential
p. 27
Iterate : experiment often by delivering small frequent deployments
l Iterate : experiment often by delivering small frequent deployments
l Don’ be affraid to fail, just don’t fail the same way twice
l Don’t overcomplicate ! : simplicity is essential
p. 32
Failure IS an option
l Iterate : experiment often by delivering small frequent deployments
l Don’ be affraid to fail, just don’t fail the same way twice
l Don’t overcomplicate ! : simplicity is essential
p. 34
Agile Marketing requires the organization to evolve…
p. 36
Based on a survey made by accenture
in 2012. The CMO must:
• Fundamentally change the
marketing operation model
• Build new skills internally
• Get the right set of partners
• Drive digital orientation throughout
the enterprise
Rightsourcing : more integrated but flexible partnerships are needed
38
InternalMarketing team
MarketingAutomationPartner
Marketing Agency B
Marketing Agency A
Rightsourcing : more integrated but flexible partnerships are needed
39
InternalMarketing team
MarketingAutomationPartner
Marketing Agency B
Marketing Agency A
Teams must re-focus on consumer segments instead of channels
4040
FROM : TO :
Source: chiefmartec.com