The New CMO: Strategist, Technology and Visionary
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Transcript of The New CMO: Strategist, Technology and Visionary
MarTech and theDecade of the CMO
How the Software Revolution will
Grow 10X in 10 Years
By Ashu Garg
General Partner, Foundation Capital
1998 1999 2002 2006 2009 20112010 2011 2012 2013
This is the Decade of the CMO
1980s 1990s 2000s
10x in 10 years
Buyer Behavior Has Changed
From few media voices to
infinite media choices
Dictation to conversation From one funnel to
infinite paths to
purchase
From right brain to left
and right
From Few Media Voices to Infinite Media Choices
From Dictation to Conversation
From Right Brain to Left and Right
From One Funnel to Infinite Paths to
Purchase
10x in 10 Yearswith $12B to
$120B
0
20
40
60
80
100
120
2015 2020 2025
Tech spend as % of total marketing spend
1%
4%
10%
Source: Includes IDC, Magma Global, and Foundation Capital estimates
$B
12 44 121
Behind every great marketer is a great
framework
5 Keys to Unlocking the Decade of the CMO
1. All Hail King ROI
2. Hire Math Men, not Mad Men
3. Publish or Perish
4. Mass Personalization is Not an Oxymoron
5. Close the Deal
CMOs will be able to model the business impact of
their proposed marketing investment
All Hail King ROI
All Hail King ROI
Challenges
• Attributing revenue to specific
marketing actions
• Unifying ‘identity’ across devices
• Bridging the gap between the online
and offline experiences
The new RFP in media buying will be
Really Fast Platforms
Hire Math Men, not Mad Men
Hire Math Men, not Mad Men
Challenges
• Programmatic advertising lacks
transparency and “brand safety”
• Limitations in spot buys and digital
media
• Agency can lack requisite skills with
outdated business model
CMOs will gain consumers’ trust by providing relevant,
authentic, and engaging content
Publish or Perish
Publish or Perish
Challenges
• Creating authentic content at scale
across formats
• Distributing across fragmented
channels and measuring engagement
• Identifying, leveraging, and nurturing
advocates
Instead of connecting with a million people at once,
brands will connect with one person – and do it a
million times over
Mass Personalization is Not an Oxymoron
Mass Personalization is Not an Oxymoron
Challenges
• Expensive at scale especially in real-
time
• Insufficient data about users for brands
to deliver truly customized experiences
• Protecting consumer privacy
Marketing will evolve from just being demand generation
to driving revenue and growth.
CMOs will predict who will be customers, find them, and
in this decade, close the deal.
Close the Deal
Close the Deal
Challenges
• Aggregating identifiable
information across all relevant
channels
• Addressing privacy concerns
• Surfacing relevant insights at the
right time to close the deal
www.foundationcapital.com/decadeofthecmo • Email us: [email protected]
