What are the challenges facing CMO's today? Explore the opportunities in modern marketing, and get a close up view of how Microsoft US is embracing digital transformation.

3. Customers expect value not just relevance
Customers expect both personalized interaction and
data protection & privacy
Customers expect a seamless customer experience
between the various marketing interactions & the sales
engagement

4. of CEOs concentrated on customer loyalty recognise that
mastering the customer agenda can unlock value and provide
competitive advantage
88%
73%
78%
79%
concerned that they are not keeping pace with customer
needs and expectations, especially digital millennials
concerned about the quality of data on which their
decisions are based
Concerned their current business models are not disruptive
enough to remain competitive
Source: KMPG Global CEO Outlook, 2016

5. P A R T C R E A T I V E
P A R T S C I E N T I S T
Financial Analysts
Tie activity to revenue objectives and drive performance
through the demand funnel
Technical Proficiency
Tech-savvy marketers that understand automation tools, SEO
and web production
Data & Analytics
Data experts that see trends and are always testing to optimize
market tactics
Performance Tracking
Evaluates performance against established goals using KPIs
and single source of truth reporting
Content Marketing
Creates & amplifies written content to tell a
relevant story through the buyer journey
Digital Destinations
Uses digital channels along with
programmatic paid media to influence
Social Engagement
Has changed how marketers interact with buyers
making digital relationships important
Local Experiences
Promotes brands physically at a local level. Includes
events, exec briefings & immersion experiences

6. Creation and nurturing
of customer demand
to generate leads
Reputation programs
seed the market for
effective demand creation
Lead creation & quality
Marketing sourced pipeline
Sales Qualified Leads
Revenue Contribution
Creating awareness
Changing perceptions
Preference shift
Press coverage
REPUTATION DEMAND CREATION
Modern Marketing Impact: keep it simple!
Sales enablement is
responsible for making the
sales teams and cycle more effective
Enablement asset performance
Pipeline acceleration
Consumption & Usage
Contactability
SALES ENABLEMENT

7. Classified as Microsoft Confidential

8. Microsoft Transformation Pillars
CAPABILITIESCULTURE TECHNOLOGY+ +

9. Culture can make
or break you!
Growth mindset
Making a difference
Diverse and inclusive
One Microsoft
Customer obsessed
Empower every person & every
company on the planet to achieve
more

10. #1 #2

11. Global Advertising
Global Demand Center
Customer Experience
Industry Marketing
Integrated MarketingAccount-Based Marketing
Analytics & Marketing Operations

12. Know your Customers
Embed a customer-first
approach to marketing using
data & insight to support
creativity
Understand the
Customer Journey
Use data & insight to
ensure we are timely &
relevant to our customers,
turning up in the right
channel at the right point
in their purchase journey
Digital & Social
Analytics
Identifying & corking the
leaky bucket in the digital
journey
Understanding the external
landscape
& Voice of the Customer
Optimize
performance
Build an in depth
understanding of what
good looks like & the
levers we need to pull
to get there
Measure impact &
understand ROI
Test & Learn framework
Interpretation &
optimization of digital
destinations

15. 110 60 13,000 932,0001,200
30+ total brands and audiences

17. Lead Optimizer
AI models & Machine Learning for
lead scoring to improve customer
nurturing real time, ensure
continuity of experience for
customer, & optimize for
conversion
Daily Recommender
Seamless handover of stack-
ranked leads, shows ‘next
best action’ in the customer
journey and improving sellers
productivity
Sales Assistant
24/7 AI to help sellers save time,
serve customers better, and keep
learning
Leads scored
Influenced revenue
Opptys created
Influenced
revenue

20. What I learned
in the process
Engage, listen and respond – to your customers and
your team
First seek to understand, then build the layers of
the experience to show customers you know them
Data & technology are a tool - not an end – to
drive customer delight & lifetime value
Be bold: plan, test, learn, evolve and repeat
Don’t forget your team. Having the right hiring
strategy and building a diverse culture is key

21. THANK YOU
valerie.beaulieu@microsoft.com
www.linkedin.com/in/valbeau