THE GROWTH CMO THE DNA OF A NEW BREED OF MARKETER

“We cannot become what we need to be by remaining what we are.” Max De Pree  

In massive marketing shifts brought on by

Web, social and mobile, CMOs got disrupted

It’s no longer just about Brand. It’s about profitable growth

CMOs need to adapt in order to THRIVE

A New Breed of Marketer emerging: The Growth CMO

Profitable Growth

CEOs demand it

CMOs strive for it

A CMO’s mission is to create

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A groundbreaking study conducted by The CMO Club in partnership with

SAP and Human 1.0 surveyed over 150 CMOs and identified the DNA of

a new breed of marketer

The Growth CMO

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1.  Develop New Talent 2.  Maximize Social Connectedness 3.  Corporate Technology 4.  Promote A Data-Driven Culture 5.  Trust and Be Trustworthy 6.  Always be Learning 7.  Advance Omnichannel Capabilities 8.  Focus on Customer Engagement 9.  Data-Driven Insights 10. Practice Agile Marketing Leverage 11. Create Market Centricity 12. Establish Risk-Intelligence 13. Commit to Measurement

The Growth CMO DNA

Thirteen DNA Dimensions Define The Growth CMO

Four of these DNA dimensions are the key drivers  

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Develop New Talent 1

Advance Omnichannel Capabilities 2

Promote a Data-Driven Culture 3

Create Market Centricity 4

Attracting, retaining, hiring and leading a diverse and broad range of marketing talent to cover the expansive landscape that is marketing today.

Creating a consistent presence, adaptive content and unified end-to-end customer experience across multiple channels and customer touch-points .

Catalyzing a culture that values and leverages data-driven insights for better decision-making, deeper customer intimacy and improved marketing outcomes. Advocating for the voice of the

customer and rallying the organization around market requirements so that the customer is at the heart of the organization..

The Four Essential DNA Dimensions of a Growth CMO

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CMOs Developing New Talent 23% Nurture Brand Ambassadors 29% Develop Storytellers 25% Retain Valuable Employees 38% Attract Millennials

YOUR TALENT RETENTION RATE

FREQUENCY OF TEAM DEVELOPMENT / COLLABORATION

DO YOU HAVE A MENTOR OR COACHING PROGRAM

Less than 6 months

What are you doing to...

Many CMOs are not capitalizing on the strength of diversely talented teams. Uniquely talented teams produce amazing marketing outcomes.

Develop New Talent 1

1-3 years 5+ years Less than 6 months

Less than 6 months Quarterly On-going + proactive 1-2 times/year, ad hoc

Less than 6 months Limited Yes | Company-wide No

Few CMOs understand their customers’ journey, let alone implement omnichannel marketing and commerce capabilities.

Advance Omnichannel Capabilities

9% of CMOs maintain consistency between online & offline customer experience

22% Understand the customer decision journey

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What are you doing to…

HOW COMPLETE IS YOUR CUSTOMER JOURNEY MAP

CUSTOMER EXPERIENCE CONNECTEDNESS

HOW MANY DEGREES IS YOUR CUSTOMER VIEW

Less than 6 months From initial contact thru purchase From investigation to sale + beyond Post-purchase

Less than 6 months Marketing + Sales + Customer Service Organization-wide Marketing + Sales

Less than 6 months 180 degrees 360 degrees 90 degrees

Data drives insights, insights drive customer intimacy customer intimacy fuels financial success

Promote a Data-Driven Culture

60% of CMOs say their teams have access to data

2x Marketing teams with access to data twice as likely to have CMO driving customer experience

3x Organizations that excel in superior customer experience produce 3X net income

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What are you doing to...

PERCENT OF CUSTOMERS PROFILED

EXTENT OF APPLICATION FOR DATA-DRIVEN INSIGHTS

CUSTOMER DATA USED Less than 6 months Behavioral Predictive Historical

Less than 6 months 40% 80+% 10%

Less than 6 months Many campaigns Across marketing + beyond Few campaigns

Growth is not possible without customers being placed at the heart of an organizations’ ethos and actions. How market-centric is your organization?

Create Market Centricity

20%

80%

50%

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CMOs Say 80% say customers are most important part of CMO role

CMOs Do 50% Monitor Customers 20% Monitor Competitors

Gap Gap

LISTENING TO YOUR CUSTOMERS

BREADTH OF LISTENING

BASIS FOR C-SUITE DECISION MAKING

What are you doing to...

Less than 6 months Captured frequently Captured on-going Captured ad hoc

Less than 6 months Many channels All channels Two channels

Less than 6 months Internal + External factors Customer priorities Internal priorities

For CMOs, the way to success is to generate profitable growth

When they do, 90% report improved marketing outcomes

Only 10% of CMOs Focus on Growth Elements

THE GROWTH CMO Becoming

A new type of CMO is required and four key dimensions define the DNA of that new breed of marketer

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Vice President, Marketing Strategy & Growth Initiatives

SAP

Madhur Aggarwal Co-Founder Human 1.0

Francois Gossieaux Co-Founder Human 1.0

Ed Moran CEO and Founder

The CMO Club

Pete Krainik

The Growth CMO Team

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THE GROWTH CMO

Develop New Talent | Advance Omnichannel Capabilities | Promote a Data-Driven Culture | Create Market Centricity

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THE DNA OF A NEW BREED OF MARKETER