IBM CMO Study @ B2BGS

Smarter Marketing
in a Smarter World

RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux

30 MINUTES PRESENTATION
TOP LEVEL FINDINGS OF THE IBM CMO STUDY

© 2011 IBM Corporation

30 MINUTES DISCUSSION
TOP LEVEL FINDINGS OF THE IBM CMO STUDY


#B2BGS

#IBMCMOStudy

@ronaldvelten

Linkedin.com/in/rvelten


From Stretched to Strengthened
Getting Fit for the Future


Key findings from the
Global Chief Marketing
Officer Study

RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux

Overall Benelux CMOs feel more prepared then their global
peers, but admit to be seriously underprepared in three distinctive
areas

71%+ 69% 69%
Data Social Customer
Explosion Media Alignment


Deliver value to Capture
empowered value, measure
customers results

Foster lasting
connections


Delivering Value
to Empowered Customers


“With more communication
technologies, more
channels, how do we stop
SHOUTING
and start a conversation with
our customers?”
CMO
Telecommunications,
Belgium


Markets – not individuals – still shape our marketing strategies in Benelux

Market Research 84%

Competitive Benchmarking 86%

Campaign Analysis 79%

Consumer Reviews 44%

Blogs 35%

3rd Party Reviews 53%


Benelux CMOs give higher priority to social media, with focus on
governance rather than ROI
Enhance customer loyalty/advocacy 63%
Deploy tablet/mobile apps 56%
Use social media to engage customers 63%
Use customer management software 46%
Monitor the brand via social media 54%
Measure ROI of digital technologies 37%
Analyze online/offline transactions 51%
Develop social media policies 54%
Monetize social media 27%
Increase supply chain visibility 19%

The old business model is not embracing the generation of
screen agers. Our strategy is set, but agility & skills are
lacking to keep execution in line with the pace of the market

CMO, Electronics, Netherlands


Foster Lasting Connections


Benelux CMOs seem to use customer data more than their global
peers, but remain highly transactional focused
Segmentation/targeting 81%

Awareness/education 55%

Interest/desire 44%

Action/buy 64% Missed
opportunity
Use/enjoy 48%

Bond/advocate 38%
Transaction focused Relationship focused

“Everybody is the brand. Our employees need to transform into ambassadors
to truly manage the customer experiece, both off and on line
CMO, Retail Netherlands

In Benelux the corporate character is less understood and significant
work on internal branding needs to be done
Is your corporate character understood in the marketplace?
56% 44%
say no or limited
say understood and (strong)
understanding of
contributor to brand success
corporate character
29% 27% 31% 13%
0%
Not understood Strong contributor to the brand’s success


In Benelux the corporate character is less understood and significant
work on internal branding needs to be done
Is your corporate character understood in the marketplace?
56% 44%
say no or limited
say understood and (strong)
understanding of
contributor to brand success
corporate character
29% 27% 31% 13%
0%
Not understood Strong contributor to the brand’s success

Is much more work needed to get employees on board?
75% 25%
say no or very
say significant or much limited work
work needed needed
25% 30% 21% 18% 7%
Significant work needed No work needed


CMOs must expand their personal influence by shifting to new
capabilities that focus on technology, social media and ROI

Capabilities for personal success over next 3-5 years
Percent of CMOs selecting capabilities
Leadership abilities 65%
Voice of the customer insights 63%
Creative thinking 60%
Cross-CxO collaboration 49%
Competitive trends insights 45%
Analytics aptitude 45%
Management capabilities 31%
Understanding products/services value chain 30%
Demand creation capabilities 30%
Technology savviness 28%
Social media expertise 25%
Finance skills 16%


Capture Value, Measure Results


By 2015, ROI will be the leading measure of success

Marketing ROI 63%
Customer experience 58%
Conversion rate/new customers 48%
Overall sales 45%
Marketing-influenced sales 42%

Revenue per customer 42%
Social media metrics 38%


Benelux CMOs believe Net Promoter Score will be the number one
method for determining success by 2015
Marketing ROI 53%
Customer experience 61%
Conversion rate/new customers 51%

Overall sales 40%

Marketing-influenced sales 33%

Revenue per customer 42%

Social media metrics 30%
Net Promoter Score 63%

To truly deliver marketing ROI, CMOs need to have significant
influence across all four Ps, not just promotion

Promotion 80%

Products 56%

Place 44%

Price 44%


Benelux CMOs indicate more influence on all 4 Ps
customer insights should be disseminated throughout the organization

Promotion 84%

Products 66%

Place 53%

Price 51%


Moving from Stretched to Strengthened

Deliver value to
empowered customers



Deliver value to Foster lasting
empowered customers connections



Deliver value to Foster lasting Capture value,
empowered customers connections measure results



 Stimulate customer  Use analytics to improve
relationships and offer tangible decision making and
 Focus on customers as incentives accountability
individuals
 Engage throughout the  Increase technical and financial
 Reveal preferences and trends customer lifecycle know-how
hidden in data
 Define a unique enterprise  Grow digital expertise with new
 Secure customer data and identity partners
update privacy policies
 Engage the C-suite to solidify  Enhance personal
corporate character financial, technical and digital
savviness



 Stimulate customer  Use analytics to improve
relationships and offer tangible decision making and
 Focus on customers as incentives accountability
individuals
 Engage throughout the  Increase technical and financial
 Reveal preferences and trends customer lifecycle know-how
hidden in data
START TODAY IN MAKING CHANGES
 Define a unique enterprise  Grow digital expertise with new
 Secure customer data and identity partners
update privacy policies
 Engage the C-suite to solidify  Enhance personal
corporate character financial, technical and digital
savviness


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IBM CMO Study @ B2BGS

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