Post on 10-May-2015
description
A Little bit about me
John Kottcamp – Chief Marketing Strategist, Ascentium
For the last twenty years, John has been thinking
strategically about customers; their experiences,
relationships and the lifetime value they contribute to
the brands with which they choose to engage. His
passion is the intersection of marketing and
technology.
Prior to joining Ascentium, John has held executive
positions with McCann Worldgroup, Gateway, T-Mobile
USA and Lufthansa. He is a frequent speaker on
Closed Loop Marketing and respected blogger at
www.thecollaborativemarketer.com , Vice President of
the Seattle Direct Marketing Organization and a
member of the Forrester Research Technology
Marketing Executive Council.
John earned his B.A. from the University of Wisconsin–
Madison and prior to settling in Seattle, has made his
home in such diverse places as Munich, Madrid,
Miami, San Francisco and San Diego.
A little Bit about Ascentium
Strategy
Design
ResearchUser
Experience
Execution
Development
CustomerMeasurement Optimization
CRM
BI
Portals
• Founded in 2001
• 600 employees
• Locations: Bellevue, Portland, Spokane,
Los Angeles, Baltimore,
London
• $80m+ annual revenue
• 23rd Largest Interactive Agency in US
(AdAge, 2008)
• Microsoft Partner of the Year, 2008
• Loyalty:
‣ Customers / 60% Recommendations
‣ Employees / 10% Annual Turnover
Connect, Engage, MeasureHow to make a CMO successful
While aligning Sales, Marketing and IT
It’s Not Easy Being a CMO in Today’s Business World
The CMO: Black Sheep or Golden Child?As CMOs continue to struggle with job security, a new study
from the CMO Council and MarketBridge reveals that stability
may be attained through measurement and definition.
A Few data points about Chief Marketing Officer s (CMOs)
• The average tenure for CMOs today is 26.8 months*
• Fewer than one-third of the companies have CMOs who have been in their posts for
three years or more
• 16 percent of the companies have a CMO position that is either vacant or there is no
such role in the organization.
• According to a recent CMO Council survey, most CEOs do not believe their CMOs
bring sufficient strategic business thinking to add value to the enterprise
What makes a successful CMO?*
Customer
Orientation
Global
Perspective
Influence &
Impact
Hands on
Leadership
Creates &
Manages
Change
Results
Focused
Risk
Taking
Strategic
Thinker
Team
Player
Technical
Expertise
*Source – CMO Council
What Keeps CMOs up at night?
“The myth of the CMO is the C part.
They don't get to be the chief of the
stuff that is really what marketing is
all about today. CAO, maybe (Chief
Advertising Officer) but not CMO.”
Today’s CMOs are faced with two overriding realities:
Everyone has ADHD
CMOs are the Rodney
Dangerfield’s of the “C” suite.
They just don’t ever
seem to get any respect
Issue # 1 - Everyone has ADHD
How to identify, understand and communicate with customers across multiple channels
There’s Been a Revolution in Marketing
1900 1950 2000 2008
The Customer Experience has exploded•Traditional Media has lost its monopoly on communication
•Customer Communications has become Digital centric
•One to Many (traditional) is becoming One to One (Digital)
Technology is the Catalyst•Digital Communications is Technology Dependent
•One to One communications is technology enabled
The Answer?
1. Pretend nothing’s happening and believe the old adage ,
“I know half of my marketing is working, I just don’t know
which half.”
2. Shift your marketing spend to online ads
“After all, it’s just like regular advertising except online,
isn’t it? And it will be cheaper won’t it?”
3. Get yourself some of that Web 2.0 stuff
“Everyone’s talking about it, so it must really work, right? Think
of all those eyeballs on MySpace.”
Or… adopt a “Left Brain” Approach to Marketing
“Left Brain” Marketing is, “A customer behavior-driven marketing planning approach
that allocates budget across marketing resources that move customers through their
purchase processes .” – Forrester Research
Start with the right questions
• Who is your customer?
• What is important to your customer?
• Where to find your customer?
• How does your customer behave?
• Where does your customer go to get
information?
• Who does your customer rely on to
make choices and decisions?
Then …
The Tools & Technology
It’s not just for The Fortune 500 anymore
Listen = Advertising, Search, Social Media
Organize = Customer Hubs, Data warehouses & CRM
Forrester Research
Customer Hub Providers
Target = Campaign Management, Lead Management
Communicate
Capture & Measure
Optimize
Experience + Technology = Success
Search Optimization
(Eloqua, Aprimo)Campaign Management
Behavioral Targeting
Email Marketing(Exact Target, Eloqua)
Segmentation
Dynamic Content
Microsoft SharePoint Server System
CMS
LandingPage
Microsoft Commerce Server System
Ecommerce
(WebTrends, Omniture, Eloqua)Analytics
Web Optimization(Widemile, Optimost, Offermatica)
Web Experience
Silverlight
Video
IA
Ad Serving(Atlas)
Media Print Direct Mail
Traditional
SEM
Online Ads
Communities
RSS
Mobile
Interactive
Blogs
SEO
CRM
Issue # 2- CMOs don’t get respect
What CMOs need to do to align themselves with the rest of the enterprise
There is a lot of room for improvement in Marketing’s internal relationships
Source – Forrester Research 2007, “How To
Improve Marketing's Internal Credibility”
The Answer
1. Look at all marketing programs through business eyes
“If it can’t be measured, don’t do it.”
2. Apply the principle of servant leadership to the marketing organization.
“The problems with our sales leads is just like that old restaurant,
the food is terrible and the portions are too small.?
3. Make the CIO your best friend.
“Both CMOs and CIOs share a common challenge, to change
perception of their organizations from being simply a cost center to
being a growth center for the enterprise.
Experience
CRMPoint of Sale
Supply Chain
CRM – Customer Service
ERP
Business Dashboards
Predictive
Analytics
Data warehouse
Data Intelligence Results
BI
Reports
Experience Inputs
Intelligence Outputs
Experience + Technology + Analysis = Results
Search Optimization
BI(Performance Point 07)
(Eloqua, Aprimo)Campaign Management
Behavioral Targeting
ROI MeasurementBusiness Dashboards
Email Marketing(Exact Target, Eloqua)
Segmentation
Dynamic Content
Microsoft SharePoint Server System
CMS
LandingPage
Microsoft Commerce Server System
Ecommerce
(WebTrends, Omniture, Eloqua)Analytics
Web Optimization(Widemile, Optimost, Offermatica)
Web Experience
Silverlight
Video
IA
Ad Serving(Atlas)
Media Print Direct Mail
Traditional
SEM
Online Ads
Communities
RSS
Mobile
Interactive
Blogs
SEO
CRMClosed Loop Marketing