Phil Cantor, Chief Marketing Officer/Head of PreSales at iGTB - The CMO's Role in the Boardroom
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This document discusses the evolving role of the chief marketing officer (CMO) and marketing functions within organizations. It addresses how marketing is taking on expanded responsibilities beyond traditional areas like branding, sales, and product marketing. Sections touch on marketing's involvement in areas such as human resources, finance, technology product development, and serving as communicators across the organization. The document advocates for CMOs and marketing to play a more strategic role at the board level versus just focusing on promotional activities.
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Phil Cantor, Chief Marketing Officer/Head of PreSales at iGTB - The CMO's Role in the Boardroom
- 1. THE CMO’S ROLE IN THE BOARDROOM 0 Butt of jokes? Provider of cool gifts? Party organiser? Credit card holder? Or more? Phil Cantor Chief Marketing Officer/Head of PreSales iGTB THURSDAY 6 NOVEMBER 2014 Part of the Polaris group
- 2. 1 Question Time Is time on Earth: A) Slowing down B) Speeding up C) Unchanging Due to tidal friction from the sun and moon, the solar day is lengthening by 1.7 milliseconds each century as the Earth’s rotation slows down
- 3. 2 Where Do CEOs Not Come From? Source: CEO Career
- 4. 3 The Solution Life Spiral Unknown Engage Sign $ Maintenance Go Live Marketing Sales Rollout Support Failed implementation Lost bid Insufficient value Missed opportunity upgrade word of mouth $ licence $ implementation
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- 7. 6 Marketing as Human Resources $509bn
- 8. 7 Marketing as Finance
- 9. 8 Marketing as Sales (confidential material redacted)
- 10. 9 Marketing as Product
- 11. 10 Marketing as Marketing Brand B2B, B2B2B, B2B2B2B and B2B2B2C Immune System Small Data Unsocial Media Hysterical Marketing What Do We Do?
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- 16. 15 Question People How many people are there in the world?* A) 6,986,200,371 C) B) 7,170,528,434 C) 7,845,215,580 How many of these are identical? One in 285 are identical twins. But identical twins are not identical. A) 7,170,528,434 B) 25,159,748 C) None * Based on PRB figures last Sunday at 7.30pm
- 17. 16 Question Companies How many companies are there in the world?* A) 71,553,465 B) 85,206,788 C) 106,522,375 How many of these are identical? A) None * Based on Nationmaster figures last Sunday at 7.30pm
- 18. 17 B2B, B2B2B, B2B2B2B and B2B2B2C Solutions A Corporation’s Value Chain The Corporate Banking Exchange Processing Purchase order Request for quote Ship-ment Goods received Payment Inventory Receive PO Ship-ment Goods arrive Payment received Inventory Profit Capex Add Value Buy Do Sell Earn Payments Funds Cash Receivables Liquidity Trade Finance Supply Chain Treasury The Bank’s Processing Factories
- 20. 19 Estimated number of people to reach 60 Large/Primary Banks 40 Smaller/Secondary Banks 200 Small Banks 3 levels 2 levels 1 level ≈ 8,640 people ≈ 1,920 people ≈ 1,000 people Total ≈ 10,500 people 5 Roles
- 22. 21 Question Time What is the shortest time that can possibly exist? A) There is no such concept B) The ideal time to the next beer C) 0.0000000000000000000000000000000000000000001 seconds This is known as “Planck time”
- 23. 22 Hysterical Marketing Cost Impact Noise!
- 24. 23 Marketing As Communicators?
- 25. 24 What Do We
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Hinweis der Redaktion
- Cash management and liquidity refers to the following- 1. Current account holding fees 2. Transaction balances interest fee 3. Transaction fee on domestic and cross-border payments 4. Overdraft interest 5. Clearing fee: Standalone or bundled cash management product suites providing other financial institutions with payments, liquidity, account services, information reporting and access channels in various currencies
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- Overall Proposition and CBX
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- Social Media CBX
- Engagement Progressive Modernisation