Making Marketing Thrive In The Age Of The Customer By Sheryl Pattek

Make Marketing Thrive In
The Age Of The Customer
Sheryl Pattek, Vice President, Principal Analyst
Serving Chief Marketing Officers
Twitter: @sherylpattek

Source: Marcio Kenobi Blog (http://marciokenobi.wordpress.com/), The NYC Chapter of the American Guild of Organists
(http://www.nycago.org/), and BuzzFeed (http://www.buzzfeed.com/)

Source: Alliance Technologies (http://www.alliancetechnologiesllc.com/)

© 2014 Forrester Research, Inc. Reproduction Prohibited 5
Agenda
› The world is changing: get customer
obsessed
› What it means
› Evolving marketing to respond
› Recommendations

Agenda
obsessed
› What it means
› Recommendations

The world of marketing channels today
Source: July 22, 2013, “Mix Art And Science For Marketing Success” Forrester report

The mobile mind shift
The expectation that any
desired information or service
is available, on any appropriate
device, in context, at your
moment of need
At the same time, customers expect new
levels of mobile engagement

Empowered customers now choose their
route to you
Information scarcity
Attention abundance
Attention fatigue
Information overload

Agenda
obsessed
› What it means
› Recommendations

A 20-year business cycle in which the
most successful enterprises will
reinvent themselves to systematically
understand and serve increasingly
powerful customers
We’ve entered the age of the customer
Transform
the customer
experience
Embrace
the mobile
mind shift
Become
a digital
disruptor
Age of the
Customer
Build value around the customer,
not the channel or product
Turn big data
into business
insights

Transform the customer experience
ALIGN THE BRAND AND CUSTOMER EXPERIENCE
Our view: The brand experience and the
customer experience must tell the same
story.

Become a digital disruptor
RETHINK THE FOUNDATION OF THE BUSINESS AND ITS LINK TO CUSTOMERS
Our view: Digital businesses open the doors to
new business models and partnerships.

Disruption isn’t new . . .
. . . but mobile makes it
matter more than ever today.

Embrace the mobile mind shift
Our view: Mobile represents a big change in the way consumer
expectations are set.
APPEAL TO THE MOBILE-FIRST INDIVIDUAL
Simplicity
Context
Immediacy
Convenience

Mobile is the new face of engagement.
› Every interaction a customer has
with your brand is a customer
experience
› Winning in the mobile moments
throughout the journey will be key
to elevating your brand and your
customer experience

Turn big data into business insights
MINE THE INSIGHTS THAT DRIVE BUSINESS SUCCESS
Our view: Data can unlock the value that companies need to prosper and
enhance customer engagement.
Starbuck’s digs deep
into customer behavior
to increase customer
wallet share.

Agenda
obsessed
› What it means
› Recommendations

Become customer obsessed:
A customer-obsessed enterprise focuses its
strategy, its energy, and its budget on
processes that enhance knowledge of and
engagement with customers and prioritizes
these over maintaining traditional competitive
barriers.

Use the customer life cycle as the
blueprint for customer obsession
The enterprise’s view of
the phases a customer
passes through in the
course of an ongoing
relationship with a
company

© 2014 Forrester Research, Inc. Reproduction Prohibited
Customers’ needs get defined throughout
the customer life cycle
May 2014 “Rethink Marketing In The Customer’s Context”

The journey to customer obsession
requires focus on three key areas
Align the organization to the customer
Build the right marketing technology
infrastructure
#1
#2
Collaborate with the CIO’s team#3

Overall organization performance must now
be aligned to the customer

Marketing organizational must shift from
channel-centric to customer centric
58% of CMOs say their
current org structure
hinders their ability to
adapt to today's
marketing environment.
Source: Q3 2013 Forrester/ Heidrick & Struggles Evolved CMO Global Online Survey

Adopt a marketing operating system
approach instead

Best practices leading the pact

Connect and differentiate brand
experiences.
Deliver insight-driven customer
engagement across the full life cycle.
Marketing needs technology and
data insights to run.
27

CMOs believe technology has business impact
Source: Q3 2013 Forrester/ Heidrick & Struggles Evolved CMO Global Online Survey
“How important do you believe marketing technology will be in delivering your marketing
objectives” (please select one response)
0%
23%
32%
45%
It should play a minimal role
It plays a role as part of a
broader marketing mix
It is critical to creating
actionable insights from big
data
It is essential to business
growth and customer
engagement
Base: 214 Global Marketing Leaders
CMOs do
think tech is
necessary to
meet their
objectives.

It’s time to align technology investments
to support the full customer life cycle
July 2014 “Top Technologies For Your BT Agenda”

Your marketing technology stack must
engage customers in the right context
June 2014 “Let’s Revisit The Enterprise Marketing Software Landscape (Again)”

Data is the new oil…it must serve as the
foundation for today’s marketing engines

End-to-end engagement measures must
be optimized and acted on
March 2014 “Define New Metrics For Digital Business Success”

Source: Q3 2013 Forrester/Heidrick & Struggles Evolved CMO Global Online Survey
But, a single view of the customer is not
yet commonplace
Realize that competitive
advantage comes
from a singular focus
on the customer
73%
They have access
to some systems,
but not all of them
are synchronized
50%
Everyone has the same
synchronized view of
the customer
18%

CMOs recognize that working with the
CIO is important
Base: 214 global marketing leaders; Source: Q3 2013 Forrester/Heidrick & Struggles Evolved CMO Global Online
*Base: 191 global marketing leaders; *Source: Q3 2011 Forrester/Heidrick & Struggles Evolved CMO Global Online
Survey
Percent of CMOs who value the
CIO as important has risen
from 30% in 2011* to 51% in 2013

And, they see the CIO as a partner for
meeting goals
41%
Share a common vision of how
marketing and IT should work
together
Partner, when procuring
marketing technology
Agree the CIO is a
strategic partner in meeting
corporate goals
29%
62%
(multiple responses accepted)
41%
together
Agree the CIO is a
corporate goals
29%
62%
41%
together
Agree the CIO is a
corporate goals
29%
62%

But, marketers still vie for enterprise
technology dollars

And, surprisingly, CMOs are still not that
involved in marketing technology decisions
View marketing technology
as essential
Attend vendor presentations,
evaluate different technology providers, and
help choose ﬁnal partners or potential partners
Lead a cross-functional
team from IT and marketing to identify key
technology needs and develop a process
for selecting vendors
45%
33%
25%
as essential
45%
33%
25%
as essential
45%
33%
25%

Agenda
obsessed
› What it means
› Evolve your business to respond
› Embrace the mobile mind shift
› Recommendations

View the age of the customer as an
opportunity to lead
Our view: Marketing represents the customer view of the
company. This is the time to lead the organization, not follow it.
To succeed, you must:
• Recognize the impact of technology and data on the
fundamentals of their customers and their business
• Take charge of the strategies that embrace these
changes
• Lead the organization on the journey to customer
obsession

Build your technology strategy to
achieve three key objectives
› Develop a rich understanding of customer
behavior by using data and analytics
› Design exceptional customer experiences at
each touchpoint
› Capitalize on the right technology to effectively
and efficiently provide and then understand
experiences

41
When companies internalize
technology, they find
disruptive new things to do”
“When companies adopt
technology, they do old
things in new ways;

Strategy
• Digital
marketing
• Vision
• Buyer’s needs
• CIO alignment
Process
• Process
documented
• Buyer journey
maps
• Consistent
experience
Technology
• Understanding
• Bias/approach
• Access to
expertise
Measurement
• KPI’s in place
• Measure ROI
• Dashboards
Asses your organization’s readiness
with Forrester’s marketing technology
skill assessment

Get customer-obsessed!
› The customer has changed. Forever. Get used to
higher expectations from them.
› The age of the customer will force you to rethink
how you win, serve, and retain these empowered
customers.
› Recognize the impact of technology on the
fundamentals of your customers and your business
› As marketing technology leaders, you must
champion customer obsession throughout the
organization.

What this means to you
› You are positioned to help
CMOs build the technology
strategy necessary to
effectively engage customers
› And…you have the skills and
expertise to light the path to
customer obsession
› It’s up to you to capitalize on
the leadership opportunity
ahead

Thank you
Sheryl Pattek
+1 212.857.0707
spattek@forrester.com
Twitter: @sherylpattek
Blog: blogs.forrester.com/sheryl_pattek

Making Marketing Thrive In The Age Of The Customer By Sheryl Pattek

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Making Marketing Thrive In The Age Of The Customer By Sheryl Pattek