Mark Willson, IBM

© 2011 IBM Corporation

Insights from the Global Chief Marketing Officer Study

WHY THE CMO MUST ADAPT TO SURVIVE

© 2011 IBM Corporation3

Today’s session why the CMO must adapt to survive

•Agenda:

The IBM 2011 Chief Marketing Officer Study – what is it?

What does the study say about the current and future state for CMOs?

Putting the findings into action – becoming a smarter marketer

Some examples of how IBM is helping clients succeed in today’s environment


The 2011 Global CMO Study is part of our C-suite Study series encompassing interviews with more than 15,000 C-suite executives

’04-’05 ’08-’09’06-’07 ’10-’11

CSCO

CEO

CFO

CHRO

CMO

CIO


Industries19CMOs1734

Questions 35

Countries64

Quotes 10,081

Australia & New Zealand57

Discrete factors 236

5

In this largest sample of face-to-face CMO interviews, we spoke with more than 1,700 CMOs


The universal key finding: CMOs feel unprepared for the amount of complexity they face

Source: Q4 How much complexity will your organization have to master over the next 3 to 5 years compared to today? n=1709; Q6 How prepared do you feel for the expected complexity ahead? n=1712

31%complexitygapFeel prepared for

expected complexity

48%

Expect high/very high level of complexity over 5 years

79%

6






Create value for customers as individuals

Invest to mine digital channels for customers’ views

Drive customer delight through appropriate insight.

11

Surviving in interesting times, what it will take to become a Smarter Marketer……

Deliver value to empowered customers

Foster lasting connections

Capture value,measure results

IBM Institute for Business Value

Stimulate digital customer conversations and new relationships

Engage with customers throughout the customer lifecycle

Improve decision making and demonstrate accountability through advanced analytics

Adjust talent mix – organisational and personal - to increase technical and financial skills

Redefine your ecosystem – be proactive with collaboration. Bring technical and finance advocates into your team


The evolution of the CMO helping our clients transform the marketing function

Marketing must become

INTELLIGENTMarketing is becoming

INSTRUMENTEDMarketing is becoming

INTERCONNECTED

IBM sees an unprecedented opportunity to help transform the traditional marketing function into a powerful business driver

For marketing professionals IBM will–Work to shape the agenda and strategic role of the CMO– Invest in foundational research supporting marketing processes and

effectiveness–Offer the widest set of software and services creating an end-to-end

marketing solution


Helping SNS Bank: delivering value to customers

Real-time Marketing across web, email, and call center

Delivered 4.5M targeted offers per week; more offers than previously sent in an entire year

Reduced call volume and number of complaints Less than 0.1% unsubscribed 5% growth in sales volume for a savings Product investment paid for itself in less than a year

Inability to do targeted marketing by leveraging all customer data (on/offline, real-time/historic)

63% (and growing) of customers only had inbound contacts

Call center costs increasing, due to inability to deliver proactive online service messages

IBM Unica Campaign IBM Unica Interact for real-time marketing

SNS bank is a major retail bank in the Netherlands which converted branches to no-cash kiosks that facilitate online banking.

Challenge

Results

Solution

Customer Profile


Best Buy: fostering lasting connections

Reduced average time to design and build campaigns from weeks to hours

Distinctly increased customer profitability and loyalty Achieved consistent weekly click-through rates Double reward zone membership in 2 weeks

Competitive landscape creates an ongoing need to create a highly loyal and engaged customer base

System of hard-coding processes not adequate to meet its desired campaign volume

Needed a Software application capable of providing seamless access to multiple data sources, including a large customer data warehouse

IBM Unica Campaign IBM Unica Cross-channel campaign management application

Best Buy is North America’s leading specialty retailer of consumer electronics, personal computers, entertainment software and appliances

Challenge

Results

Solution

Customer Profile


??Mark Willson

Director of Marketing and Communications IBM A/NZ

[email protected]

Thoughts from an Australian CMO’ – www.aussiecmo.com.au

Thank you

Mark Willson@MarkCMO
