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What best performers do differently by Aberdeen

I found a great article from Slideshare about the role of analytics and data-driven decision making in all aspects of marketing to focus on the voice of the customer and drive revenue. The best performers simply work harder and more methodologically. The process and tools need to be in place and they are being actively used. This is all quite obvious, still too rarely executed in real life.

This is in short, what is supposed to be in place and in operational execution:

Best-in-class PACE framework What are the difference then?

Best-performers are different in operationsWhat about technology use?

Best performer technology useLet’s make a mental note, that this study and results are from 2011. Marketing analytics for social media and marketing automation have become much more influential since then. However, this study is a great reminder of the fact, that performance comes from hard work and dedication.

SEE ALSO:

“The CMO 2013 Study insights and what CMO’s should do now”

Lost insights and Corporate Blind Spots

Business Design with customer centricity

How to enable smart company and avoid corporate autism

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

Source: Aberdeen CMO Study

Business Design.. with customer centricity

Here is my presentation that is about Business Design and how you lay the foundation of business development and value generation on customer journey and diminish the complexity to understandable and measurable insights and practices to marketing, operations and R&D. Recognition and simplification is the way to go and insights come from that. I’ve just landed back to my roots and start Business Development consulting which is really about customer and total marketing driven corporate transformation. That’s why it was relevant to take a look back and make a fusion from past to current.

I came to conclusion that past was already right – but required a lot to learn in order to develop the understanding and methods further.. Even if your theory and concept were perfect – making it a practice and a reality takes a lot of sweat, consideration, trial and error, right context, position and organization. However, enjoy. This material was better than I remembered (I was a founding member at Taivas Business Design and OneExperience planning director before my assignment as marketing architect at Toinen PHD and starated Future CMO transformation consulting and coaching in Jan 2014). 

WHY THIS ONE EXPERIENCE FAILED TO SCALE INTERNATIONALLY?
One Experience was a cross-channel behavior analytics tool and methodology we at Taivas Group started developing already back in 2004. Professor for Masscustomization Jarmo Suominen (MIT/UIAH) contributed to the theory and framework tremendously in the beginning and I led the project turning the ideology in to OneExperience online platform. This tool was extremely advanced back then but also represented a Utopia as practice. It turned out the tool was not viable back then due to siloed ecosystem which made it totally impossible to distribute and scale globally as a SaaS planning platform. Combination of qualitative and quantitative studying methods and total planning approach delivering insights about customer interfaces, brand status, distribution channels and product/service qualities it was impossible to integrate in WPP organisation and scale with Ogilvy Group, JWT, RMG, G2, GroupM, MillwardBrown… Why? We talked to everybody and they all loved it. Well, you would have needed to involve crm, online, advertising, promotion, creatives and media planning from separate organizations and align all their efforts for unified practice and goals. The same applied to client organizations. CMO’s at that point were more brand and advertising directors than true business drivers with full marketing spectrum and integration to operations.
That.. well.. was utopia in 2007 when we launched the tools.  We did good in Finland where we were a single team working for clients in Finnish culture with low organization hierarchy enabling collaboration directly with CMO, board of directors and business managers responsible for operations. We did great results but could not turn OneExperience in to international business as such.
The world has changed over the past five years.. This change is now reaching the tippin’ point. Perhaps we are closer to that Utopia now.. or are we? This change involves every one in the ecosystem and everyone inside corporate management. This is what we are now trying to do at ToinenPHD in Finnish scale. Is the world ready for scaling this kind of Total marketing approach and Customer Journey driven ideology in to practical daily work. Are CMO’s and the ecosystem ready for it now? Is it possible to make Utopia a reality?
SEE ALSO:

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

CMO challenge – How to organize marketing for success?

This time this article is more about a question, than an answer. We do need to change but to what? Earlier on I wrote an article about how the creative work and marketing planning will transform in to something new.  As we do know the brand’s own customer interfaces are becoming more and more important as a media and amazing tools for continuous relationships and engagement. Customer interface management is becoming do or die for CMOs. Understanding Customer Journey and the dynamics around it are becoming the new black in planning process. Altogether the priorities are rapidly changing as well as the the organization and world around CMO. Forbes just published an article about “The end of Expert – Why no one in marketing knows what they are doing?” 

“It’s a stark verdict from a prominent source. “There are hundreds of thousands of people who were trained and mentored, and studied classical marketing, and they got good at it,” says Clark Kokich, chairman of digital agency Razorfish. Unfortunately, the world has changed – and that education is no longer relevant. “If your self-worth and your confidence is based on you being an expert, you’re in deep trouble, because there aren’t any experts,” says Kokich, author of Do or Die: Surviving and Thriving in a World Where the Old Ways of Marketing Aren’t Getting It Done. “Sure, there are experts in some fields. Someone may be really good in SEO or in mobile. But there aren’t any experts in making this transition”

So, how should CMO arrange his/her internal organization and how should creative work be a) created b)produced and c) measured. How should the marketing overall work flow internally and externally? What kind of partner structure would be ideal? What to in-source and outsource?

There are several task to take care of:

  • Define who are your customers, what kind of behavior do you want from them and what kind of actions actually deliver such behavior?
  • Define how do you reach them and how do you communicate with them
  • How do you create and manage own web interface, social media interfaces, customer service, retail, sales,..
  • How do you create big ideas that inspire and contribute to the corporate overall image as well as turn these inspirational ideas in to customer experiences?
  • How do you measure and quantify, learn and implement continuous change?

Earlier on you had one agency for above the line creative design. These guys were the kings of the hill and everything else was less important. Then you had below the line agencies for Direct marketing, email marketing, in-store promotion, promotions in general, marketing PR, SEO and SEM agency, media agency, research agency, online agency,… Well, you had all these agencies and you had internal organization and a person to run each agency or discipline along with budget allocated for that specific purpose. eg. Direct marketing. This kind of world view has died over the past five years.

The new world is still under construction. You have now creativity in media agencies and analytics people in creative agencies. The new ways of organizing and sharing responsibility  are just emerging. This is why I hope you could participate and share your best working practices and experiences for collaboration.

SEE ALSO

“The CMO 2013 Study insights and what CMO’s should do now”

Lost insights and Corporate Blind Spots

Business Design with customer centricity

How to enable smart company and avoid corporate autism

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

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