The document discusses the changing role of the Chief Marketing Officer (CMO) and why the CMO position is at risk. Nearly 50% of CMOs at large US retailers left their jobs in the past year due to rising demands for business results. Modern CMOs are expected to have a more data-driven approach to marketing. The role of the CMO is transforming from focusing on campaigns and channels to creating customer experiences that drive revenue through the use of customer data and analytics. To succeed, CMOs need to build a marketing technology stack that leverages different data sources and channels, and focuses on metrics that track business impact over time.

1. DATA ÄR MAKT ELLER
VARFÖR CRM CHEFEN ÄR
NÄSTA CMO
CRM Barometern
5.4.2017
@emmastorbacka
@avaus

2. AVAUS FACTS
EMPLOYEES150
OFFICES3+2
REVENUE 201615M€
EBITDA 2016>10%
ANNUAL GROWTH**40%
* AVERAGE SINCE 2009
STOCKHOLM
40
GDANSK
15
HELSINKI
95
MÜNCHEN
OSLO

3. WE SUPPORT OUR CUSTOMERS IN
CROSS-COMPETENCE TEAMS
MARKETING STRATEGY
DATA & ANALYTICS
CREATIVE & CONTENT
MARKETING
TECHNOLOGY
DIGITAL MEDIA
GROWTH HACKING
An agile competence team

4. [Världsrekord i snabb introduktion om hur
världen förändrats och blivit mer digital]
Data
Automation Cloud

5. Science Art
Great CX
Great €€€

6. 6
Compared to 10 years ago, CMO’s are expected to have a
more data-driven, and revenue driving approach, but...

7. 7
Close to 50% of CMO’s in top 30
retailers in the US have departed
within the past 12 months
Russel Reynolds
Associates
Dec 2016

8. 8

9. Why was that?
Because of the rising demands on business results
9
Source: Russel Reynolds Associates 2016

10. 10
The CMO
interview

11. 11
Hur förvandlar du data och insikt till en
kundupplevelse som skapar affärsvärde?

12. Data = customer insight
12
Descriptive
What has happened?
What does our customers
like/dislike?
How do they behave?
Prescriptive
What should be done to increase
profitability of this customer?
What should we do more of, and
what should we do less of?
Predictive
Who will likely respond to this
campaign?
What product / action should we
recommend?
Who will churn?

13. Data = relevance
Mass
marketing
Reach
First use
cases: Individual
programs /
campaigns
Impact
Target state:
Hundreds of data
driven, targeted
campaigns,
programs and
experiences

14. Data = accountability
14
• What is actually creating an impact?
• What marketing money has the best ROI?
• What should we do more of? What should we
do less of? To maximize our ROI?
• Which customers are worth investing more in?
• Where are our best customers coming from?
• How do we recognize a bad customer faster?
• How do we increase our profit margins with
smarter campaigns?

15. 15
Hur bör en “marketing stack”
se ut för att möjliggöra planen?

16. 16

17. 17
My advice to a CMO?
Consider a career
change...

18. 18

19. US
66%
Nordic
3%
UK
6%
EU (Excl
UK,
Nordic)
13%
ROW
12%
Martech Market 2016
$22
$10 $10
$4
$0
$33
$14 $14
$5
$0
US Nordic UK EU (Excl
UK,
Nordic)
ROW
Spend Per Cap 2016 SPC 2020
Source: Marketing Applications Vendor Shares and Forecast
(Custom Delivery for Avaus) IDC, January 2017
NORDIC INVESTMENTS IN MARTECH
ARE SIGNIFICANTLY LOWER THAN IN
THE US

20. DMP
Creation and privacy of unified profiles
Audiences and activation to channels
MDB / CDP
Data management
Analytical environment
Segmentation,
1st party
real-time web data
web analytics
1st party
customer data
CRM or EDW
2nd party
Partner data
sources
3rd party
external data
sources
Data sources
Digital
channels
Data layer
Advertising
DSP’s
Social media
Social platforms
Own channels
Marketing
automation
Content
CMS or publishing
platforms
The typical components of a marketing technology stack

21. 21
Hur skapar du resultat varje dag?

22. Science Art
Great CX
Great €€€

23. Most important KPI for a Growth Hacker?
23
Change in % over time
- on selected key performance indicators

24. How to make sure your team won’t create results?
Accepting metrics myopia
”The traffic volume to our website
has gone up steadily all year”
Siloed channel thinking
”Traffic acquisition and media is not
in the scope of CRM”
Poor cost/benefit analysis
”Please use 1 day per month for
optimization and development of
existing processes”

25. 25
Hur leder du förändringsarbetet
med ditt team och din ledningsgrupp?

26. 26
MEDIA AGENCY
DIGITAL
AGENCY
ADVERTISING AGENCY
DATA &
ANALYTICS PARTNER
PRODUCTION AGENCY
CONTENT MARKETING
AGENCY
MARTECH
PARTNER
COMPANY
STRATEGY
CONSULTING
Centralisera
Du kommer att behöva en
strategisk transformations-
partner

27. 27
Fokusera!
Du kommer längre på
att leverera
affärsresultat än
crazyga kampanjer
(även om de är lite kul
också)

28. 28
Motivera!
Transformation är en ledarskapsfråga – du behöver skapa en tydlig
och mätbar målbild för ditt team!

29. 29
You’re
hired!

30. Pepp inför din CMO intervju
(eller hjälp när du fått jobbet):
Emma Storbacka
emma.storbacka@avaus.se
+46760518087
@emmastorbacka
@avaus
Tack!