OPTIMIZING THE CUSTOMER EXPERIENCE HAS BEEN THE HOTTEST TOPIC AMONGST BRAND MARKETERS OVER THE LAST FIVE YEARS. USING AUTOMATION TO ACCESS AND LEVERAGE FIRST-PARTY DATA, ORGANIZE AND DISTRIBUTE CONTENT AT A RAPID PACE, AND IMPLEMENTING ANALYTICS TO APPLY LEARNINGS AND OPTIMIZATION THROUGHOUT THE MARKETING CYCLE, MARKETERS NOW (OR SOON WILL) HAVE THE MACHINE OF THE FUTURE AT THE CENTER OF THEIR ORGANIZATION. BUT WITH THIS NEW FOUND EFFICIENCY, WHAT’S NEXT? IT IS PREDICTED THAT BY 2021, THE CMO’S FOCUS WILL MOVE FROM AUTOMATION TO PROFITABILITY. IN THIS PRESENTATION I SHARE PERSPECTIVE FOR MARKETERS TO OPTIMIZE THEIR ORGANIZATION, JUSTIFY SPENDS, CONTINUE TO APPLY A COMBINATION OF ART AND SCIENCE AND, ULTIMATELY, PREPARE FOR THE PIVOT TO DEMONSTRATED PROFITABILITY.

1. Optimizingthe Marketing Organization
J E S S C L I F T O N
U . S . H E A D O F D I G I T A L
E D E L M A N
@ j e s s c l i f t o n

3. 78% of CMOs have sole or
shared responsibility
for a P&L
Gartner Magic Quadrant, Released March 2019

4. TECHNOLOGY
CUSTOMER EXPERIENCE
DATA
ADVERTISING
REVENUE
TRANSFORMATION
BRAND BUILDING
CUSTOMER JOURNEY
MARKET INSIGHTS
CONSUMER INSIGHTS
STORYTELLING
COMPETITION
STORYTELLING
ATTRIBUTION
ROI
PRODUCT INPUT
PROFITABILITY
ARTIFICIAL INTELLIGENCE
CONTENT
AUTONOMOUS MARKETING
P&Ls
OPERATIONS
CUSTOMER SERVICE
COMMUNICATIONS
PACKAGING

5. COMPLEXITY
IS THE NEW
Normal.

6. HAS BECOME A
DATA-INTENSIVE
AND TECHNOLOGY-
ENABLED FUNCTION.
Marketing

7. DIGITAL ISN’T
GETTING
ABSORBED BY
MARKETING.
Digital is
marketing.

8. OPTIMIZING THE
MARKETING
ORGANIZATION FOR
2020 AND BEYOND
Principles

9. 1. Adaptability

10. WE MUST
OPERATE AT
THE SPEED OF
Digital.

11. CUSTOMER EXPERIENCE
BIG DATA,
DEEP
INSIGHTS
BRAND
STORY
DATA INFORMED,
TECHNOLOGY-DRIVEN
CONTENT & TARGETING
CUSTOMER
SEGMENTATION
INTERNALEXTERNAL
CHANNEL &
DISTRIBUTION
STRATEGY
REPEATABLE
PROCESSES
THAT DRIVE
OPERATIONAL
EFFICIENCY &
BRAND
CONSISTENCY
AGILE
CONTENT

12. Find talent
who embrace
• RAPID LEARNING
• TESTING
• FAILURE
• DATA
• TECHNOLOGY

13. 2. Accountability

15. Define Your
Business
Objectives and
Align the Team
P R O J E C T
“ S Q U A D ”
IT
R&D
SALES
PRODUCT
ENGINEERING
MARKETING
CUSTOMER
SERVICE
ANALYTICS
Executive
Sponsor

16. • DATA-DECISION MAKING
• CHANGE FOR INCREMENTAL
IMPROVEMENT
• “TEST AND LEARN”
• FAIL
• OPEN TO IDEAS
• BOTTOM LINE ORIENTED
Squad
Goals

17. 3. Agility

18. THE NEW MARKETING
PLAYBOOK
TRANSFORMATION
REVENUE/ROI
TECHNOLOGY
CONTENT
DATA
DISTRIBUTION
SEAMLESS,
CONTINUOUS
INTEGRATION
AND LEARNING
CYCLES
>
>

19. Innovation
Models
are changing in organizations .
NEW MODEL
WHOLE ECOSYSTEM
CROWD
EMPLOYEES
MARKETING
R+D MARKETING
TRADITIONAL MODEL
R+D MARKETING CUSTOMERS

20. AGILE INNOVATION
MODEL
A dual-speed process helps operationalize data-driven workflows and management systems.
CAMPAIGN
CYCLE
>
>
MEDIA
PLANNING
PROGRAM
ANALYSIS
CREATIVE
PLANNING
PROGRAM
EXECUTION
STRATEGYINNOVATION
CYCLE
BUSINESS
INTEL
GROWTH
PLAN
CUSTOMER
BEHAVIOR
PRODUCT & SERVICE
INNOVATION
>
>

21. - B U C K M I N S T E R F U L L E R
YOU NEVER CHANGE THINGS BY
FIGHTING THE EXISTING REALITY.
TO CHANGE SOMETHING BUILD A
NEW MODEL THAT MAKES THE
EXISTING MODEL
OBSOLETE.

22. A
QUICK
PSA

23. THE QUEST FOR
GREAT TALENT
SHOULD BE A
TOP PRIORITY.
culture.
THE RIGHT PEOPLE
CHAMPION THE RIGHT

24. ADAPTABILTY
Everything is fluid. What works now, isn’t going to be
what works tomorrow.
ACCOUNTABILITY
Processes built around accountability will render the
greatest results.
AGILITY
Rapid experimentation, data-informed innovation and
dynamic talent create the most agile organizations.
01
02
03
DIVERSE, DATA-LOVING TALENT
The underpinning of a world-class marketing department.
In Summary

25. IN THE END, BUILDING
COMES DOWN TO A RELENTLESS,
OBSESSIVE FOCUS ON CONTINUOUS
IMPROVEMENT.
The Future Marketing Organization

26. Thanks!
J E S S C L I F T O N
U . S . H E A D O F D I G I T A L
E D E L M A N
@ j e s s c l i f t o n