Presentation as given at the 3rd annual B2B Marketing Forum of SpotOn Vision and NIMA on the main outcomes of the CMO study and some implications at IBM
12. The interviewed CMOs discovered three key
domains of improvement
Deliver value to Capture value,
empowered measure results
customers
Foster lasting
connections
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22. 5 of the steps moving IBM Marketing
from stretched to strengthened
1. Redefinition of marketings functional value
2. Simplified Segmentation Model
3. Full Marketing Automation
4. Digital Transformation
5. Field Enablement
23. Redefinition of marketings functional value
Corporate Making Capturing Marketing
Character Markets Markets Eminence
The intentional management Planning and strategy The art and science Active development
of brand and culture for future growth of demand management of a best of breed function
Planning the strategy for Implement an end2end Establish a best of breed
Focus on building the
future growth by focus demand system and Marketing team that is
IBM Brand and internal
on growth plays result-driven recognized internally and
cultural transformation
And our roadmap 2015 attitude externally
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