How modern CMO must embrace Agile Marketing to be able to manage the digital customer's journey

1. The Digital Consumer Journey
and
The rise of the Agile CMO
Benoît De Nayer
Founder & Director Actito
@benoitdenayer
Benoit.de.nayer@actito.com
@actitohq

2. The CMO journey in 2015 : a bumpy road
p. 2

3. CMOs receive more and more responsibilities….
p. 3
65%
48%
45%
34%
28%
20%
12%
12%
9%
Overall sales
Marketing ROI
Customer satisfaction
Number of new customers
Revenue per customer
Marketing-influenced sales
Churn rate
Others6
Social media metrics
Top 3 - Most common Performance measurements
(%total respondants)

4. In a world where marketing talents are scarce…
4

5. And marketing budgets are tight…
5

6. This is how the CMO see its role
l http://www.thinkwithgoogle.com/columns/orchestration-­as-­the-­new-­
managerial-­model.html
6

7. This is closer to reality
p. 7

8. Old textbook solutions do not apply anymore
8

9. Reaching your customer is harder than ever

10. Mass media belong to the museum once and for all

11. The traditionnal funnel model (AIDA) is officially dead…
11

12. …as the new consumer purchase journey crosses all channels…

13. …and all type of contents…
ADVERTISER
CONTROLS THE
CHANNEL
ADVERTISER
PAYS TO LEVERAGE
THE CHANNEL
CUSTOMERS
BECOME THE
CHANNEL

14. …while current marketing is still siloed accross the organization
14

15. …
p. 15
Leaving CMOS a bit puzzled to say the least…

16. …and a lack of understanding at CEO level…
p. 16

17. …with little help from the IT department…
p. 17

18. …who still favor big projects that take years to deploy…
p. 18
Here’s our marketing automation plan: it should deliver results in 3 years if all goes well.

19. Enterprises ant their CMO’s need more Agile options
19

20. Agile Digital Marketing
steps towards more Agile Digital Marketing
-­ 1. An original methodology
-­ 2. Organizational change management
-­ 3. Adapted software tools
-­
20

21. 1. Methodology
p. 21

22. Agile Marketing is no Rocket Science
22

23. …in reaction to classic development models…
p. 23

24. …a new paradigm of development has been created
p. 24

25. Agile IT wants to put the user at the center of development
l Image d’un openspace
p. 25

26. Agile Marketing is centered on the customer journey, not the technology

27. To tackle marketing procrastination …
l Iterate : experiment often by delivering small frequent deployments
l Don’ be affraid to fail, just don’t fail the same way twice
l Don’t overcomplicate ! : simplicity is essential
p. 27

28. …and to reduce risks...
p. 28

29. …avoiding the temptation of exhaustivity
p. 29

30. Define simple but clear objectives
p. 30

31. Start fast and... small…
p. 31

32. Iterate : experiment often by delivering small frequent deployments
l Iterate : experiment often by delivering small frequent deployments
l Don’ be affraid to fail, just don’t fail the same way twice
l Don’t overcomplicate ! : simplicity is essential
p. 32

33. Constantly monitor your « Return On Relationships »
33

34. Failure IS an option
l Iterate : experiment often by delivering small frequent deployments
l Don’ be affraid to fail, just don’t fail the same way twice
l Don’t overcomplicate ! : simplicity is essential
p. 34

35. 2. Organization
p. 35

36. Agile Marketing requires the organization to evolve…
p. 36
Based on a survey made by accenture
in 2012. The CMO must:
• Fundamentally change the
marketing operation model
• Build new skills internally
• Get the right set of partners
• Drive digital orientation throughout
the enterprise

37. The rise of the Chief Marketing Technology Officer
p. 37

38. Rightsourcing : more integrated but flexible partnerships are needed
38
Internal
Marketing
team
Marketing
Automation
Partner
Marketing
Agency B
Marketing
Agency A

39. Rightsourcing : more integrated but flexible partnerships are needed
39
Internal
Marketing
team
Marketing
Automation
Partner
Marketing
Agency B
Marketing
Agency A

40. Teams must re-­focus on consumer segments instead of channels
4040
FROM : TO :
Source: chiefmartec.com

41. 3. Adapted
software tools &
technologies
p. 41

42. Think cloud
42
rightsourcing

43. …smart data over big data…
p. 43

44. Use software that people love…
p. 44

45. 3. Are you Agile?
p. 45

46. Thank you
46
Thank you