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.

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. 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. In February of 2012, The New York
Times published an article that
gave us a glimpse of the future
practice of marketing.

5. 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

6. 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%

8. 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

9. 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

10. 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

11. 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

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

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
Know each
customer
& moment in
context

14. 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

15. 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

16. Know each customer & moment in
context
2014: Evolving Shifts for the CMO

17. 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

19. © 2013 IBM Corporation19
Banco Itaú Argentina
Predictive customer context

20. Deliver personally relevant and rewarding
experiences at every touch
2014: Evolving Shifts for the CMO

23. Co-create authentic brand
experiences with customers,
employees, and partners
2014: Evolving Shifts for the CMO

25. Lily Robinson – Age 3 ½ Chris King – Age 27 1/3

26. 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

27. 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

30. 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

31. Understand the Customer as an
Individual and in Context

32. 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)

33. Co-create authentic brand experiences with customers,
employees, and partners
•CMO Partner Community
•CMO Ambassador Program
•Current CMO Market News
•CMO Sales Enablement

34. 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