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What CEOs Expect From
CMOs
Helena Dias
DIGITAL STRATEGIST & HEAD OF
SOCIAL
A RESPOSTA
RÁPIDA
RESULTADOS!
A RESPOSTA
LONGA
Hora da História
O QUE É QUE
QUERO DIZER
COM ISTO?
GRANDES EXPECTATIVAS ..
47% dos CEOs estão
insatisfeitos com o nível
de agilidade
demonstradapelos
CMOs
51% dos CEOs estão à
procura de melhores
i...
9
PORQUE É QUE ISTO IMPORTA CADA VEZ MAIS?
81%
DOS CEOs
A importância do
marketing
aumentou – 46%
significativamente
81%
D...
Marketing in the Brave New DigitalWorld, The BostonConsultingGroup
“O Marketing não vai ‘voltar ao
normal’.
É vital que os...
Os compradores controlam tudo
Agem como nativos digitais
Partilham as boas e as más
experiências.
DINÂMICAS DOS CONSUMIDOR...
Está completo antes de entrarem em contacto com os vendedores
MAIS CAPACITADOS
70% do ciclo de compra
Dominavam as Vendas
One-way, contacto único, impulsionados pelas
relações
O marketing tem um papel crítico, impulsinado
pe...
O QUE É QUE
AFINAL
ESPERAM DE
NÓS?
Esperam que assumamos um papel
mais amplo
Esperam que identifiquemos s
canais de comunicação mais
produtivos
>7.000
Páginas de Marcas em Portugal no Facebook
>17 MILHÕES
No mundo inteiro!
Esperam que consigamos gerir
complexidade
Esperam que sejamos a voz do
cliente dentro da empresa
Esperam que nos preocupemos
tanto com a marca como pelas
métricas
22
Expertise em Customer intelligence
• “Saber o que os consumidores querem ainda antes de estes o saberem”
Estratégia/Per...
PENSE COMO UM CEO
Porque no final do dia o que importa é
o dinheiro.
What CEO's Expect From CMO's
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What CEO's Expect From CMO's

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What CEO's Expect From CMO's

  1. 1. What CEOs Expect From CMOs Helena Dias DIGITAL STRATEGIST & HEAD OF SOCIAL
  2. 2. A RESPOSTA RÁPIDA
  3. 3. RESULTADOS!
  4. 4. A RESPOSTA LONGA
  5. 5. Hora da História
  6. 6. O QUE É QUE QUERO DIZER COM ISTO?
  7. 7. GRANDES EXPECTATIVAS ..
  8. 8. 47% dos CEOs estão insatisfeitos com o nível de agilidade demonstradapelos CMOs 51% dos CEOs estão à procura de melhores insights sobre os seus clientes por parte dos responsáveis de marketing 53% dos CEOs sentem que não estãoa receber o pensamento estratégicoque esperam do marketing 61% dos CEOs não estão satisfeitos coma inovação demostrada pelos CMOs GRANDES EXPECTATIVAS .. CUMPRIDAS?
  9. 9. 9 PORQUE É QUE ISTO IMPORTA CADA VEZ MAIS? 81% DOS CEOs A importância do marketing aumentou – 46% significativamente 81% DOS CEOs Expectativas do maketing aumentaram – 44% significativamente 71% DOS CEOs Nível de envolvimento do marketing aumentou
  10. 10. Marketing in the Brave New DigitalWorld, The BostonConsultingGroup “O Marketing não vai ‘voltar ao normal’. É vital que os marketers abracem as novas abordagens de marketing, veículos e abordagens organizacionais, enquanto reconhecem que não existe uma receita para o sucesso... No mundo de hoje, o marketing dos livros é o maior risco de todos.”
  11. 11. Os compradores controlam tudo Agem como nativos digitais Partilham as boas e as más experiências. DINÂMICAS DOS CONSUMIDORES Nova experiência do consumidor
  12. 12. Está completo antes de entrarem em contacto com os vendedores MAIS CAPACITADOS 70% do ciclo de compra
  13. 13. Dominavam as Vendas One-way, contacto único, impulsionados pelas relações O marketing tem um papel crítico, impulsinado pela internet, e pelas estatísticas PROCESSO DE COMPA Mudança para marketing driven
  14. 14. O QUE É QUE AFINAL ESPERAM DE NÓS?
  15. 15. Esperam que assumamos um papel mais amplo
  16. 16. Esperam que identifiquemos s canais de comunicação mais produtivos
  17. 17. >7.000 Páginas de Marcas em Portugal no Facebook
  18. 18. >17 MILHÕES No mundo inteiro!
  19. 19. Esperam que consigamos gerir complexidade
  20. 20. Esperam que sejamos a voz do cliente dentro da empresa
  21. 21. Esperam que nos preocupemos tanto com a marca como pelas métricas
  22. 22. 22 Expertise em Customer intelligence • “Saber o que os consumidores querem ainda antes de estes o saberem” Estratégia/Perspectiva de Negócio • "Ajudar a impulsionara estratégia de negócios" • "Pensador estratégico em todas as disciplinas e funções" • "Conhecimento mais amplo das operações de negócios" • “Capacidade de transmitir a importância do marketing aos seus pares" Skills de Liderança • “Forward thinker... Com capacidade para criar o futuro” Colaboração • “Trabalho em equipa e colaboração; envolvimento com todos os departamentos” Agilidade • “Manter a mente aberta e responder rapidamente” Sales-driven • “Capacidade de gerar e aumentar as receitas e vendas rentáveis” RESUMINDO
  23. 23. PENSE COMO UM CEO
  24. 24. Porque no final do dia o que importa é o dinheiro.

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