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Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Acce...
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Acce...
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Acce...
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Acce...
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Acce...
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Acce...
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Acce...
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Acce...
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Chief Marketing Officers In Australia: What Your CEO Might Not Be Telling You

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Australian CMOs have a limited window of opportunity to claim disruptive growth and the CGO title. CEOs have given the entire C-suite some responsibility for disruptive growth, yet no one is accountable. It is diluted and fractioned accountability at best. Ninety percent of companies have three or more C-suite leaders accountable for disruptive growth.

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Chief Marketing Officers In Australia: What Your CEO Might Not Be Telling You

  1. 1. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Chief Marketing Officers in Australia: What Your CEO Might Not Be Telling You 1
  2. 2. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Do CMOs have what it takes to lead the growth agenda? 90% of CEOs in Australia have three or more C-suite leaders accountable for disruptive growth. 45% of CEOs in Australia hold CMOs most accountable, and say they are second in the firing line behind CSOs, if growth targets are not met. 2
  3. 3. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. The CMOs role in leading the growth agenda 48% of CEOs in Australia see CMOs as the primary driver of disruptive business growth. 83% of CMOs in Australia say they have total or a great deal of control over disruptive growth levers, yet 58% spend most of their time on traditional growth only. 48% 83% 3
  4. 4. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. But just 32% of CMOs believe they are cutting-edge marketing innovators. But CMOs in Australia are holding themselves back by struggling to innovate 90% of CEOs rank customer experience innovation and 83% rank marketing internal innovation as top priorities. And just 48% of CMOs are confident how to delight their customers. 4
  5. 5. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. How to get started Shift focus from traditional to disruptive growth levers. Prioritise customer experience innovation, to meet customers’ unmet and future needs. Drive better collaboration between marketing, digital and IT. 5
  6. 6. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. What to look for in disruptive growth strategies: 1 Launching new business models or value chains. Convergence of products/services into new areas, beyond traditional scope. Development of new partnerships with non- traditional players (e.g., start-ups). Development of indirect channel partnerships. 6
  7. 7. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. What to look for in disruptive growth strategies: 2 Development and launch of new innovations that deliver new benefits to customers. Increased revenues from data monetisation. Leveraging the potential of the Internet of Things to create more value. 7
  8. 8. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. LEARN MORE about how Australian CMOs can meet expectations for disruptive growth with our full report: The C-level Disruptive Growth Opportunity Chief Marketing Officers: What Your CEO Might Not Be Telling You 8

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