Future of Business: What Does It Mean for CMOs

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Confidential

Ron ViningManaging Director - BrandInflux, a Learnami Interactive Technologies companyAdjunct Professor - The University of MassachusettsFormer CMO /Group Marketing Director - Aspire Lifestyles, an International SOS company ©2014 www.RonVining.com, All Rights Reserved

RONALD C. VINING

Advisor | CMO | Professor

Future Of Business: What Does It Mean For CMOs?

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The Modern Marketer :Visionary, Technologist, OperativeSeemingly limitless possibilities await…..

• The Visionary

• The Technologist

• The Operative


Overview : The modern marketer

Visionary Landscape Audience Creative

Confidential ©2014 www.RonVining.com, All Rights Reserved


Technologist Innovation Platform Devices





Operative Strategy Execution Leadership






What type of CMO is needed for your business?


? ??


What type of CMO are you?


The Visionary

The Operative

The Technologi

st


The Visionary CMO understands…


Landscape Audience Creative





Everything related to marketing has fundamentally changed:

• Role• Tools• Market





The customer has evolved & the engagement tactics have dramatically changed:

• Social• Mobile• Global





The fundamentals have evolved beyond product, price, promotion & place to fully encompass unified:

• Messaging & Sales• Advertising & Branding• Corporate Communications & Public Relations


How to generate compelling content that fits your market landscape and appeals to your social, mobile & global audience?

The Visionary Marketer :


In-house? Agency?


How to generate compelling content that fits your market landscape and appeals to your social, mobile & global audience?



In-house? Agency?

What are your resources vs. needs?

• Budget vs. headcount• Talent diversity vs. scalability • Content availability• Marketing is now in real-time• Who best understands your IP


Generates compelling content that fits your market landscape and appeals to your social, mobile & global audience.



In-house!

According to The Wall Street Journal, 56% of marketers now operate in-house agencies, vs. just 40% in 2008, a trend started by Red Bull in 2007, to become more:

• Nimble• Cost saving• Unified operational & brand strategy• Unique content across omni-channels


The Technologist CMO understands :


Innovation Platform Devices


The Technologist CMO understands…



Enables rapid adoption, creation & deployment of fresh ways to:

• Capture Data• Directly Engage• Modify & Measure Campaigns





Presents ubiquitous software solutions over traditional IT that are user-friendly & highly: • Flexible• Scalable• Cost Effective





Deliver limited-cost opportunities to engage and measure internal & external audience interaction any time, location, platform across:

• Dedicated Apps• Web-based Apps• Virtual & Physical Ecosystems


How do you lead innovation when traditional IT has the budget and does not understand modern marketing?

The Technologist Marketer :


Data Integrate Engage






According to Gartner, by 2017, CMOs will outspend CIOs on IT:

• Utilize Big Data for big wins• Erase Marketing / IT firewalls• Shift focus on consumer engagement tools






Launched in 2013, MyDisneyExperience combines the use of mobile App and an all-in-one RFID wristband to:

• Seamlessly utilize & capture consumer data• Fully integrate marketing, operations &

technology• Realize the totality of consumer experience


The Operative CMO understands…


Strategy Execution Leadership





Vision is a collection of unique ideas, an actionable path to achieve it is entirely different & requires:

• Plan• Budget• Support





Requires a dramatic shift in status from support function to the executive, financial & operations suite, thus having:

• A Full Seat at the Table• Autonomy to Set the Vision• Authority to Implement the Strategy





The characteristic most lacking in executives, yet most required to: • Inspire Change• Foster Consensus • Deliver Results


How do you take advantage of “Big Bang Disruption” to drive your organization to catastrophic success?

The Operative Marketer :


Influencer Borrower Disruptor


How do you take advantage of “Big Bang Disruption” to drive your organization to catastrophic success?




According to Forbes, markets have dramatically shifted from proprietary to combinatorial R&D, changing how: • Innovators design • Manufactures produce• Marketers sell


Drive organizational “Big Bang Disruption” via new strategy, execution and leadership to catastrophic success.




Angel investor / serial entrepreneur Lei Jun founded Xiaomi in 2009, projects sales of 60M phones in 2014: • MIUI product design & OS forum 20M

participants• Over 6M Sina Weibo & WeChat subscribers• In seconds, sold 75K phones across India via

flipkart


So, what type of CMO is needed for your business?


? ??




The Visionary

The Operative

The Technologi

st




The Visionary




The Visionary

The Technologi

st




The Visionary

The Technologi

st

The Operative


The Modern Marketer is ALL three!

A Content Curating, Media Savvy & Optimized Influencer who enables, equips & empowers others to meet the challenges of tomorrow, today…


C M O

Operative Strategy Execution Leadership



35© 2014 SAP AG or an SAP affiliate company. All rights reserved.

What type of CMO are you currently?

How do you feel that the role of CMO has changed? Does your CEO/Board have higher mandate for you?

What are the future impact of technology, millennial workforce, social and globalization on the expectations of marketing?

What innovation practices can we learn from each other?

Roundtable discussionKey topics.….

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 36InternalConfidential ©2014 www.RonVining.com, All Rights Reserved

Thank You!

Ron [email protected]

RONALD C. VINING

Advisor | CMO | Professor