Presentation given by Sharon Driscoll, "Queen Bee" Epsilon Symposium on April 21, 2016 Naples in Florida. Report draws on input from 5,247 C-suite executives who participated in our latest C-suite study - the eighteenth in the ongoing series conducted by IBM. IBM.biz/csuitestudy

1. Sharon Driscoll, Chief Marketing Officer, IBM Market Segments
@sharontdriscoll

2. ©2016 IBM Corporation @sharontdriscoll2
Sharon Driscoll, Chief Marketing Officer, IBM Market Segments
@sharontdriscoll

3. ©2016 IBM Corporation @sharontdriscoll3
Top trends to impact business (in 3 to 5 years)
The redistribution
of consumer
purchasing power
The “anywhere”
workplace
Rising cyber
risk
The sustainability
imperative
Alternative finance
and financing
mechanisms
Industry
convergence
The sharing
economy
67%
49%
48%
42%
29%
28%
27%
“Industry convergence increases the number of
predators and prey.”
CMO, Banking and Finance Markets, Italy

4. ©2016 IBM Corporation @sharontdriscoll4
10%
Technologies revolutionizing business (in 3 to 5 years)
You are not alone – CMO’s view of disruptive tech
Cloud computing and services
Mobile solutions
Internet of Things (IoT)
Cognitive computing
Advanced manufacturing technologies
New energy sources and solutions
Bioengineering
Man-machine hybrids
All CxOs CMOs
63%
61%
57%
37%
28%
23%
12%
59%
64%
62%
24%
10%
11%
41%
22%

5. ©2016 IBM Corporation @sharontdriscoll5
*6% of the total CMO population are Torchbearer CMOs
* We refer to CMOs in enterprises that have been identified as Torchbearers as “Torchbearer CMOs”,
and to CMOs in enterprises that have been identified as Market Followers as “Market Follower CMOs”.
25%
25%
of Leading Innovators are Outperformers; thus
of CMOs are Leading Innovators
There are those ahead of the pack

6. ©2016 IBM Corporation 18 April 20166
of all CMOs plan to expand their partner networks
to access external innovation more effectively

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http://bit.ly/ecosystemnorthface

8. ©2016 IBM Corporation 18 April 20168
What to do
Rethink everything through the lens of customer experience
─ Reconstruct strategy, design and operations to enhance customer experience
─ Break down silos to provide a consistent, authentic face to customers
─ Build an ecosystem to generate innovations with first-to-market advantages

9. ©2016 IBM Corporation 18 April 20169
How to do it
Embrace the new digerati
─ Grow the digital expertise that’s essential for today’s marketers
─ Fill critical skill gaps with a mix of new hires and ecosystem partners
─ Invite customers to participate as innovators and co-creators

10. ©2016 IBM Corporation 18 April 201610
What you need to do it
Drive with data, digital and cognitive
─ Move toward data-driven decision making
─ Revolutionize customer experience with digital, mobile, IoT, cloud
─ Pilot cognitive technologies to reinvent customer interaction

11. ©2016 IBM Corporation @sharontdriscoll11
sdriscol@us.ibm.com
@sharontdriscoll
bit.ly/stdriscol
CMO Study. IBM.biz/cmostudy
Csuite Study, IBM.biz/csuitestudy