IBM CMO study as presented at Milestone Marketing on Frida

1. Key findings from the
Global Chief Marketing
Officer Study
RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux

2. 2 © 2011 IBM Corporation

5. Key findings from the
Global Chief Marketing
Officer Study
RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux

6. Overall Benelux CMOs feel more prepared then their global peers,
but admit to be seriously underprepared in three distinctive areas
71%+ 69% 69%
Data Social Customer
Explosion Media Alignment
© 2011 IBM Corporation

7. “With more communication
technologies, more channels,
how do we stop SHOUTING
and start a conversation with
our customers?”
CMO
Telecommunications,
Belgium
7 © 2011 IBM Corporation

8. #@milestone_B2B @ronaldvelten
#IBMCMOStudy
8 © 2011 IBM Corporation

9. The interviewed CMOs discovered three key domains of improvement
Deliver value to Capture value,
empowered measure results
customers
Foster lasting
connections
9 © 2011 IBM Corporation

10. Delivering Value
to Empowered Customers
© 2011 IBM Corporation

11. 11 © 2011 IBM Corporation

12. Markets – not individuals – still shape our marketing strategies
Market research 82%
Corporate strategy 81%
50%
Competitive benchmarking 80%
Customer analytics 74%
Marketing team analysis 69%
7 other sources
Consumer reviews 4%
Third-party rankings 42%
Retail and shopper analysis 41%
Online communications 40%
Professional journals 37%
Key sources to
Blogs 26% understand individuals
12 © 2011 IBM Corporation

13. In Benelux we seem to be more focused on understanding markets
and campaigns rather than individuals to shape our strategies
Market Research 84%
Competitive Benchmarking 86%
Campaign Analysis 79%
Consumer Reviews 44%
Blogs 35%
3rd Party Reviews 53%
© 2011 IBM Corporation

14. IBM Institute for Business Value
Benelux CMOs plan to increase social media and mobile utilization
more, but plan to invest less in client listening technologies
87% 85% 56%
Social Mobile Reputation
Media Applications Management
© 2011 IBM Corporation

15. “The old business model is not embracing the
generation of screen agers. Our strategy is set,
but agility & skills are lacking to keep
execution in line with the pace of the market”
CMO, Electronics, Netherlands
15 © 2011 IBM Corporation

16. Foster Lasting Connections
© 2011 IBM Corporation

17. “Customer Collaboration and Influence are the top market factors
CUSTOMER IS NOT KING, HE IS DICTATOR"
CMO, Telecommunications, Belgium
17 © 2011 IBM Corporation

18. Enhancing customer loyalty is the top digital priority globally
Enhance customer loyalty/advocacy 67%
Deploy tablet/mobile apps 57%
Use social media to engage customers 56%
Use customer management software 56%
Monitor the brand via social media 51%
Measure ROI of digital technologies 47%
Analyze online/offline transactions 45%
Develop social media policies 37%
Monetize social media 29%
Increase supply chain visibility 24%
18 © 2011 IBM Corporation

19. Benelux CMOs give higher priority to social media, with focus on
governance rather than ROI
Enhance customer loyalty/advocacy 63%
Deploy tablet/mobile apps 56%
Use social media to engage customers 63%
Use customer management software 46%
Monitor the brand via social media 54%
Measure ROI of digital technologies 37%
Analyze online/offline transactions 51%
Develop social media policies 54%
Monetize social media 27%
Increase supply chain visibility 19%
19 © 2011 IBM Corporation

20. Benelux CMOs seem to use customer data more than their global
peers, but remain highly transactional focused
Segmentation/targeting 81%
Awareness/education 55%
Interest/desire 44%
Action/buy 64% Missed
opportunity
Use/enjoy 48%
Bond/advocate 38%
Transaction focused Relationship focused
© 2011 IBM Corporation
20

21. “Everybody is the brand.
Our internal employees need to transform to ambassadors”
CMO, Retail Netherlands © 2011 IBM Corporation

22. In Benelux the corporate character is less understood and significant
work on internal branding needs to be done
BENELUX
Is your corporate character understood in the marketplace?
29%
say no or limited
44%
say understood and
understanding of (strong) contributor to
corporate character brand success
29% 27% 31% 13%
0%
Not understood Strong contributor to the brand’s success
Is much more work needed to get employees on board?
55% 25%
say significant or much say no or very
work needed limited work needed
25% 30% 21% 18% 7%
Significant work needed No work needed
Source: Q10 Is your corporate character understood in the marketplace? n=55; Q11 How much work is needed to have employees embrace and live the corporate character?
n=57
© 2011 IBM Corporation

23. Capture Value, Measure Results
© 2011 IBM Corporation

24. By 2015, ROI will be the leading measure of success
Marketing ROI 63%
Customer experience 58%
Conversion rate/new customers 48%
Overall sales 45%
Marketing-influenced sales 42%
Revenue per customer 42%
Social media metrics 38%
24 © 2011 IBM Corporation

25. Benelux CMOs believe Net Promoter Score will be the number one
method for determining success by 2015
Marketing ROI 53%
Customer experience 61%
Conversion rate/new customers 51%
Overall sales 40%
Marketing-influenced sales 33%
Revenue per customer 42%
Social media metrics 30%
Net Promoter Score 63%
25 © 2011 IBM Corporation

26. To truly deliver marketing ROI, CMOs need to have significant
influence across all four Ps, not just promotion
Promotion 80%
Products 56%
Place 44%
Price 44%
26 © 2011 IBM Corporation

27. Benelux CMOs indicate more influence on all 4 Ps - customer
insights should be disseminated throughout the organization
Promotion 84%
Products 66%
Place 53%
Price 51%
27 © 2011 IBM Corporation

28. From Stretched to Strengthened
Getting Fit for the Future
© 2011 IBM Corporation

29. Moving from Stretched to Strengthened
Deliver value to
empowered customers
29 © 2011 IBM Corporation

30. Moving from Stretched to Strengthened
Deliver value to Foster lasting
empowered customers connections
© 2011 IBM Corporation

31. Moving from Stretched to Strengthened
Deliver value to Foster lasting Capture value,
empowered customers connections measure results
31 © 2011 IBM Corporation

32. Moving from Stretched to Strengthened
Deliver value to Foster lasting Capture value,
empowered customers connections measure results
§ Stimulate customer § Use analytics to improve
relationships and offer tangible decision making and
§ Focus on customers as incentives accountability
individuals
§ Engage throughout the § Increase technical and financial
§ Reveal preferences and trends customer lifecycle know-how
hidden in data
§ Define a unique enterprise § Grow digital expertise with new
§ Secure customer data and identity partners
update privacy policies
§ Engage the C-suite to solidify § Enhance personal financial,
corporate character technical and digital savviness
32 © 2011 IBM Corporation

33. Moving from Stretched to Strengthened
Deliver value to Foster lasting Capture value,
empowered customers connections measure results
§ Stimulate customer § Use analytics to improve
relationships and offer tangible decision making and
§ Focus on customers as incentives accountability
individuals
§ Engage throughout the § Increase technical and financial
§ Reveal preferences and trends customer lifecycle know-how
hidden in data
§ Define a unique enterprise § Grow digital expertise with new
§ Secure customer data and identity partners
update privacy policies
§ Engage the C-suite to solidify § Enhance personal financial,
corporate character technical and digital savviness
33 © 2011 IBM Corporation

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38. © 2011 IBM Corporation