Predicting Your Way to CMO: eMetrics Boston 2013

PREDICTING YOUR WAY TO CMO

Gregory Ng | Chief Marketing Officer@GregoryNg

@GregoryNg

@GregoryNg

“2013 Predictions: Today’s CMO Becomes Master of Data.”

IDC Chief Marketing Officer Top 10 Predictions for 2013

@GregoryNg

“Companies are driving Lamborghinis in the parking lot at 5 mph.”

Jim Hazen, EY

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@GregoryNg

@GregoryNg

@GregoryNg

@GregoryNg

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@GregoryNg

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@GregoryNg

http://bbi.bz/data-driven-cmo

@GregoryNg

BLINDLY FOLLOWING STRATEGYWITHOUT

USING DATA

YELLING BUT NOT

ENGAGING

REPORTING ON THE PAST NOT FORECASTING THE FUTURE

FAILING TO PROVE ROI

@GregoryNg

FOCUS ON THE

CUSTOMER

EFFICIENTRELEVANTCONTENT DELIVERY

PROVENDATA-BASEDPREDICTION

INFLUENCER IN THE C-SUITE

@GregoryNg

TEACH CMOs TO BE MORE DATA DRIVEN

OR

TEACH ANALYSTS TO BE CMOs

@GregoryNg

TEACH CMOs TO BE MORE DATA DRIVEN

OR

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TEACH ANALYSTS TO BE CMOs

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to prepare for the data-driven marketing revolution and be a data-driven CMO

5STEPS

1OVERDELIVER

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@GregoryNg

THE INFO REQUESTEDMAY NOT TELL THE WHOLE STORY

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TIE ANALYSIS TO BUSINESS OUTCOMES

RECOMMEND ACTION

2KNOW YOUR CMO

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KNOW THE CMO’S ADMIN

KNOW WHO YOUR CMO MEETS WITH REGULARLY AND WHY

KNOW WHY EACH PERSON IS IMPORTANT TO THE CMO

X

KNOW YOUR CMO

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WHAT KEEPS YOUR CMO UP AT NIGHT?

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WHAT DOES YOUR CMO NEED? ASK.

✔

TAKE INITIATIVE AND BOOK A MEETING

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HAVE A SPECIFIC PURPOSE

✔

ASK WHAT THE CMO NEEDS

✔

PROVIDE UNIQUE VALUE

3PRESENT LIKE A CREATIVE

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HOW TO MAKE AN IMPACT

REHEARSE

PRESENT STANDING UP DECK SHOULD BE 10% OF YOUR APPENDIX

MAKE EYE CONTACT

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MAKE NUMBERS RELEVANT AND ACTIONABLE

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4KNOW WHO YOU NEED TO KNOW

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KNOW EVERYONE

UNDERSTAND HIERARCHY

EAT WITH NEW PEOPLE ATTEND ORIENTATION IN OTHER DEPARTMENTS

READ DEPARTMENT ANNOUNCEMENTS

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@GregoryNg

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CMO YOU CIO

5KNOW YOUR CUSTOMER

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@GregoryNg

DO YOU SPEAK THE CUSTOMER’S LANGUAGE?

✔

LISTEN TO CUSTOMER CALLS

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ATTEND FOCUS GROUPS

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READ USER FORUMS

✔

VISIT STORES

✔

ORDER SOMETHING

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DO THIS. BEFORE YOU DO THIS.

@GregoryNg

DO THIS. BEFORE YOU DO THIS.

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DO THIS. BEFORE YOU DO THIS.

@GregoryNg

DO YOU HAVE WHAT IT TAKES?

FOCUS ON THE

CUSTOMER

EFFICIENTRELEVANTCONTENT DELIVERY

PROVENDATA-BASEDPREDICTION

INFLUENCER IN THE C-SUITE

@GregoryNg

THANKS.

GREGORY NGCHIEF MARKETING OFFICERBROOKS BELL@GREGORYNG