NRF NXT 2019 July 23, 2019 Carrie Bienkowski, Chief Marketing Officer, Peapod LLC Thomas Parkinson, Co-Founder, Peapod and Innovation Champion, Peapod Digital Labs, Peapod LLC

1. SESSION:
The CMO & CTO Dance
(seriously, who owns the customer?)
Thomas Parkinson, Founder & CTO
Carrie Bienkowski, CMO
Peapod
July 23, 2019

2. 2
Why hello, we’re Peapod…

3. We’ve had a lot of firsts since 1989
First retailer to include images
and nutrition information
First retailer to offer
digital coupons
First to offer grocery shopping
on a mobile device
First grocery app in the
iTunes store
First to deliver over 50 million
grocery orders

4. Question:
So who really owns the
customer?
The CMO & CTO dance
4

5. Answer:
It’s the wrong
f*#&ing
question
5

6. A (much) better
question…
How do we partner to
create products,
services and
experiences that
delight our customers
and create Big Love?
6

7. Let’s play a game…
• True partnerships require trust
• Empathy and mutual understanding
are critical for building trust
• How well do we know one another?
7

8. I would say I’m an (intro-/extrovert); others would say I’m a…
“That’s what he said” “That’s what she said”
8

9. I would say I’m an (intro-/extrovert); others would say I’m a…
“That’s what he said” “That’s what she said”
introvert ; extrovert extrovert ; extrovert
9

10. I would say I’m an (intro-/extrovert); others would say I’m a…
“That’s what he said” “That’s what she said”
introvert ; extrovert
extrovert ; extrovert
extrovert ; extrovert
introvert ; extrovert
10

11. The top 3 KPIs for my function are:
“That’s what he said” “That’s what she said”
11

12. The top 3 KPIs for my function are:
“That’s what he said” “That’s what she said”
1. Website customer
satisfaction (NPS)
2. Uptime of the website
3. Response time of website
1. Cost to output ratio
2. Uptime / downtime rates
3. Conversion
12

13. The top 3 KPIs for my function are:
“That’s what he said” “That’s what she said”
1. Website customer
satisfaction (NPS)
2. Uptime of the website
3. Response time of website
1. Cost to output ratio
2. Uptime / downtime rates
3. Conversion
1. New customer conversion
2. Order frequency
3. Average order size
1. Revenue growth
2. Qualified traffic
3. Conversion
13

14. One misperception that people have about my role is:
“That’s what he said” “That’s what she said”
14

15. One misperception that people have about my role is:
“That’s what he said” “That’s what she said”
That I make all
the product decisions.
It's actually my team that
makes the decisions
All developers are a#*holes
who don’t care what other
people think and want to live
in a silo
15

16. One misperception that people have about my role is:
“That’s what he said” “That’s what she said”
That I make all
the product decisions.
It's actually my team that
makes the decisions
All developers are a#*holes
who don’t care what other
people think and want to live
in a silo
Thomas is a dictator
We’re all creative types who
love spending money and
don’t care about ROI
16

17. The greatest obstacle to achieving success in my role is:
“That’s what he said” “That’s what she said”
17

18. The greatest obstacle to achieving success in my role is:
“That’s what he said” “That’s what she said”
Having the IT resources
to deliver the enhancements
to meet the needs of the
customers and the business
Dealing with too many
competing priorities, too few
dev hours. Recruiting and
retaining talent.
18

19. The greatest obstacle to achieving success in my role is:
“That’s what he said” “That’s what she said”
Having the IT resources
to deliver the enhancements
to meet the needs of the
customers and the business
Dealing with too many
competing priorities, too few
dev hours. Recruiting and
retaining talent.
Frustration with getting
the enhancements
that will increase sales
Balancing the brilliant basics
(brand strategy, audience,
message, etc.) against the
anarchy of data and marketing
technology
19

20. If I had to step into her/his role, I would need their advice on:
“That’s what he said” “That’s what she said”
20

21. If I had to step into her/his role, I would need their advice on:
“That’s what he said” “That’s what she said”
How to most
efficiently spend the
marketing budget
Pretty much everything
21

22. If I had to step into her/his role, I would need their advice on:
“That’s what he said” “That’s what she said”
How to most
efficiently spend the
marketing budget
Pretty much everything
How to manage
upper management
Pretty much everything
22

23. If I were to offer advice to him/her, it would be:
“That’s what he said” “That’s what she said”
23

24. If I were to offer advice to him/her, it would be:
“That’s what he said” “That’s what she said”
Suck up to the head of IT Demand more money
24

25. If I were to offer advice to him/her, it would be:
“That’s what he said” “That’s what she said”
Suck up to the head of IT
How to interact
with IT jerks
Demand more money
Expect co-creation on behalf
of the customer; encourage
collaboration early and often
25

26. In my job, the thing that I am best at is:
“That’s what he said” “That’s what she said”
26

27. In my job, the thing that I am best at is:
“That’s what he said” “That’s what she said”
Caring about
the customer experience
Speaking truth to power
and getting things done
27

28. In my job, the thing that I am best at is:
“That’s what he said” “That’s what she said”
Caring about
the customer experience
Caring about
the customer experience
Speaking truth to power
and getting things done
Customer advocacy: bringing
the voice of the customer and
insights to everything we do
28

29. What Now?
• Swap and review Development Plans (hint: look for shared metrics &
goals) - be intentional about common build projects
• CMO’s: leverage your CTO partner when you are making MarTech
investment decisions
• CTO’s: understand and internalize the Brand Story; ensure UX/UI is
amplifying, not undermining it
• Commit to planning & executing joint customer insight work
• Play together, stay together (maybe even sit together)
29

30. 30
Just one last thing…