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With unprecedented changes and opportunities, leaders around the world are actively engaging in conversations on the Future of Business. So, what does it mean to CMOs? What's the role of marketing in the Future of Business? What type of CMO is needed for your business? Check out the slides presented by Ron Vining, Managing Director, BrandInflux, at SAP APJ Leadership Conversation Series. Visit sap.com/sea/leadershipconversations for more information.
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© 2014 SAP AG or an SAP affiliate company. All rights reserved. 1InternalSource: http://chaetakadai.com/wp-content/uploads/2013/08/internetmadeourworldsmaller.jpg
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?
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Internal
The Modern Marketer :Visionary, Technologist, OperativeSeemingly limitless possibilities await…..
• The Visionary
• The Technologist
• The Operative
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 3Internal
Overview : The modern marketer
Visionary Landscape Audience Creative
Confidential ©2014 www.RonVining.com, All Rights Reserved
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Internal
Technologist Innovation Platform Devices
Visionary Landscape Audience Creative
Confidential ©2014 www.RonVining.com, All Rights Reserved
Overview : The modern marketer
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Internal
Operative Strategy Execution Leadership
Confidential ©2014 www.RonVining.com, All Rights Reserved
Overview : The modern marketer
Technologist Innovation Platform Devices
Visionary Landscape Audience Creative
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6Internal
What type of CMO is needed for your business?
Confidential ©2014 www.RonVining.com, All Rights Reserved
? ??
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 7Internal
What type of CMO are you?
Confidential ©2014 www.RonVining.com, All Rights Reserved
The Visionary
The Operative
The Technologi
st
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Internal
The Visionary CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Landscape Audience Creative
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 9Internal
The Visionary CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Landscape Audience Creative
Everything related to marketing has fundamentally changed:
• Role• Tools• Market
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 10Internal
The Visionary CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Landscape Audience Creative
The customer has evolved & the engagement tactics have dramatically changed:
• Social• Mobile• Global
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 11Internal
The Visionary CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Landscape Audience Creative
The fundamentals have evolved beyond product, price, promotion & place to fully encompass unified:
• Messaging & Sales• Advertising & Branding• Corporate Communications & Public Relations
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 12Internal
How to generate compelling content that fits your market landscape and appeals to your social, mobile & global audience?
The Visionary Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
In-house? Agency?
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 13Internal
How to generate compelling content that fits your market landscape and appeals to your social, mobile & global audience?
The Visionary Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
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
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 14Internal
Generates compelling content that fits your market landscape and appeals to your social, mobile & global audience.
The Visionary Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
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
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 15Internal
The Technologist CMO understands :
Confidential ©2014 www.RonVining.com, All Rights Reserved
Innovation Platform Devices
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 16Internal
The Technologist CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Innovation Platform Devices
Enables rapid adoption, creation & deployment of fresh ways to:
• Capture Data• Directly Engage• Modify & Measure Campaigns
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 17Internal
The Technologist CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Innovation Platform Devices
Presents ubiquitous software solutions over traditional IT that are user-friendly & highly: • Flexible• Scalable• Cost Effective
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 18Internal
The Technologist CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Innovation Platform Devices
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
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 19Internal
How do you lead innovation when traditional IT has the budget and does not understand modern marketing?
The Technologist Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
Data Integrate Engage
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 20Internal
How do you lead innovation when traditional IT has the budget and does not understand modern marketing?
The Technologist Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
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
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 21Internal
How do you lead innovation when traditional IT has the budget and does not understand modern marketing?
The Technologist Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
Data Integrate Engage
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
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 22Internal
The Operative CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Strategy Execution Leadership
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 23Internal
The Operative CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Strategy Execution Leadership
Vision is a collection of unique ideas, an actionable path to achieve it is entirely different & requires:
• Plan• Budget• Support
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 24Internal
The Operative CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Strategy Execution Leadership
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
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 25Internal
The Operative CMO understands…
Confidential ©2014 www.RonVining.com, All Rights Reserved
Strategy Execution Leadership
The characteristic most lacking in executives, yet most required to: • Inspire Change• Foster Consensus • Deliver Results
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 26Internal
How do you take advantage of “Big Bang Disruption” to drive your organization to catastrophic success?
The Operative Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
Influencer Borrower Disruptor
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 27Internal
How do you take advantage of “Big Bang Disruption” to drive your organization to catastrophic success?
The Operative Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
Influencer Borrower Disruptor
According to Forbes, markets have dramatically shifted from proprietary to combinatorial R&D, changing how: • Innovators design • Manufactures produce• Marketers sell
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 28Internal
Drive organizational “Big Bang Disruption” via new strategy, execution and leadership to catastrophic success.
The Operative Marketer :
Confidential ©2014 www.RonVining.com, All Rights Reserved
Influencer Borrower Disruptor
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
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 29Internal
So, what type of CMO is needed for your business?
Confidential ©2014 www.RonVining.com, All Rights Reserved
? ??
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 30Internal
What type of CMO are you?
Confidential ©2014 www.RonVining.com, All Rights Reserved
The Visionary
The Operative
The Technologi
st
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 31Internal
What type of CMO are you?
Confidential ©2014 www.RonVining.com, All Rights Reserved
The Visionary
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 32Internal
What type of CMO are you?
Confidential ©2014 www.RonVining.com, All Rights Reserved
The Visionary
The Technologi
st
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 33Internal
What type of CMO are you?
Confidential ©2014 www.RonVining.com, All Rights Reserved
The Visionary
The Technologi
st
The Operative
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 34Internal
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…
Confidential ©2014 www.RonVining.com, All Rights Reserved
C M O
Operative Strategy Execution Leadership
Technologist Innovation Platform Devices
Visionary Landscape Audience Creative
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 Viningme@ronvining.com
RONALD C. VINING
Advisor | CMO | Professor
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