Presentation as given at the 5th Global Thought Leader Marketing and Brand summit at the Pulitzer Hotel, Amsterdam on October 28th

1. 5th STRATEGIC MARKETING AND BRANDING FORUM
Gearing for Growth; Three Imperatives of our
changing function
RONALD VELTEN
Director of Marketing &
Communication, IBM Europe

8. INSTRUMENTED
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8

9. INTERCONNECTED
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10. INTELLIGENT
© 2013 IBM Corporation

11. EMPOWERED CUSTOMER

12. NEXT GENERATION CUSTOMER
12
© 2011 IBM Corporation

13. CEOs consider
technology the single
most important external
force shaping their
organization’s future
CEO Studies 2004–2013
2006
2008
2010
2012
1
1
1
1
1
2
2
2
2
2
2
Market factors
3
3
3
3
3
3
Macro-economic
factors
4
4
4
4
4
4
People skills
5
5
5
5
5
5
Regulatory
concerns
6
6
6
6
6
6
Socio-economic
factors
7
7
7
7
7
7
Globalization
8
8
8
8
8
8
Environmental
issues
9
IBM Institute for Business Value
2004
2013
9
9
9
9
9
Geopolitical
factors
Technology
factors

14. All CxOs think
technology is one of the
top three forces
External forces impacting the enterprise (3–5 years)
CEO
CFO
CHRO
CIO
CMO
CSCO
Market factors
2
2
2
2
2
2
Macro-economic factors
3
3
3
3
3
3
People skills
4
4
4
4
4
4
Regulatory concerns
5
5
5
5
5
5
Socio-economic factors
6
6
6
6
6
6
Globalization
7
7
7
7
7
7
Environmental issues
8
8
8
8
8
8
Geopolitical factors
9
9
9
9
9
9
Technology factors
IBM Institute for Business Value

15. The timeless responsibilities of our profession
As marketers we have always been responsible
for knowing the customer.
As marketers we have always been responsible
for defining what to market, and how to market.
As marketers we have always protected
the brand promise.

16. The imperatives for a renewed function
Understanding each customer as
an individual.
As marketers we have always been responsible
for defining what to market, and how to market.
As marketers we have always protected
the brand promise.

17. Demographic
data
Attribut
es
Transaction
data
Transa
ctions
Orders
Demographic
s
Payme
nt
history
Usage
history
Charact
eristics
Purcha
se
stage
Needs
E-mail /
Chat
Desires
Call
center
notes
Prefer
ences
Opinion
s
Behavioral
data
Inperson
dialogs
Web
clickstream
s
Interaction
data

18. The imperatives for a renewed function
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
As marketers we have always protected
the brand promise.

19. CMOs plan to put the
components of a broad
digital strategy in place
throughout the
organization
Digital ambitions – CMOs
87%
16%
Integration of cross-channel
touchpoints
13%
83%
Analytics to capture customer
insights
20%
78%
Social networks to foster
collaboration
13%
73%
Workforce aligned to opportunities
11%
69%
Digitally enabled supply chain
Today
IBM Institute for Business Value
3-5 Years

20. In line with CMOs,
four-fifths of CIOs aim
to digitize their front
office to sync with
customers more
effectively
IT focus area – digitizing the front office
5%
12%
%
83
will focus on front
office digitization
83%
Large extent
IBM Institute for Business Value
Some extent
Limited extent

21. The imperatives for a renewed function
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
Designing your culture and brand so
they authentically act as one.

23. Business
Savviness
Social
Influence
Technical
Expertise

26. 26

27. RONALDVELTEN
LINKEDIN.COM/IN/RVELTEN