The Marketer is Dead! Long Live the Transformational Marketer! The era of marketers as functional experts and departmental managers is over!

1. The Marketer is Dead!
Dr. Nikolaos Dimitriadis
LONG LIVE THE
TRANSFORMATIONAL MARKETER!

2. 2

4. Do CEOs like
Marketing?

5. Paul Polman, Chief
Executive Officer
February 2009
“.. It requires us
to put the
consumer and
customer firmly
back at the
heart of all we
do.”

6. Alan G. Lafley, Chief Executive
Officer (at that time) April 2008
“Organizational
changes became
internally focused,
and we lost touch
with our
consumers.”

7. Pepsi marketing,
besides being
underfunded, hasn't
been all that good
lately and said she's
taking steps to make
it better.
Indra Nooyi
Chief Executive Officer
Feb 2012

9. “I see everything through
the eyes of the customer
and, fortunately, I’ve
encouraged 67,000 of
my colleagues and 2.1
million people in our
ecosystem to do the
same.
In the end, the
customer must win.”
Bill McDermott
Chief Executive Officer
Nov 2014

10. “The next 12 months are all about
improving customer experience and
strengthening our network …”
Jeroen Hoencamp

11. LinkedIn CEO, Jeff Weiner: “At LinkedIn, one of the values is simply stated as: Members
First…. If it benefits members, it will ultimately benefit the company”.
Amazon CEO, Jeff Bezos: “We've had three big ideas at Amazon that we've stuck with for
18 years, and they're the reason we're successful: Put the customer first. Invent. And be
patient”.
Alibaba Executive Chairman, Jack Ma: “It's customers No. 1, employees, two, and
shareholders, three. It's the customer who pay us the money, it's the employees who drive
the vision, and it's the shareholders who when the crisis comes, these people ran away”.
Airbnb CEO, Brian Chesky: “Love is the biggest priority for our company because we are
in the business of delivering amazing experiences for our customers–that is the most
important thing we need to do”.

12. 12

16. CEOs love
Marketing!
16

17. But do they like
Marketers?
17

24. “But unlike CFOs, CHROs, and CIOs,
whose roles are primarily inward
facing, CMOs have a direct effect on
the way customers engage with the
firm. When new CMOs enter companies,
they often change the strategic
direction—which means creating new
positioning, product packaging, and
ad campaigns, usually at
considerable expense. If job
dissatisfaction or underperformance
leads to a revolving door in the CMO’s
office, companies can experience
internal disruptions, not to mention

25. 74%74%

26. 1%1%

36. Michel Roux
Marketing Legend

37. Michel Roux
Marketing Legend
““IF I KNEWIF I KNEW THATTHAT
I WOULD DO IT AGAIN ANDI WOULD DO IT AGAIN AND
AGAIN!”AGAIN!”

40. BMW debuted the epic drift mob on July 29.
Two weeks later, the 1 minute 40 second video had
12.3 million views, and topped AdWeek’s
VideoWatch chart of the
top 10 YouTube brand videos.
YouGov’s BrandIndex Meter suggests the epic
drift mob has increased word of mouth chatter
about the brand
… as well as the possibility of buying a BMW car
by millennials.

41. BMW’s Resinger says he wishes
social media engagement is a talent
he could do on demand..
He says if something is even a little
off, it becomes irrelevant. He
constantly has to tell people not to
expect a concept to go viral.
“If I knew how to do this on a
daily basis, I would not be
sitting here.”
Florian
Resinger
Head of Online
Communications &
Web Marketing,

44. “These
transformational CMOs
are in short supply"

67. THINK TEAM:
Analytics and
Insights
FEEL TEAM:
Engagement
and Community
DO TEAM:
Content and
Production

70. The Marketer is Dead!
Dr. Nikolaos Dimitriadis
LONG LIVE THE
TRANSFORMATIONAL MARKETER!