This slide deck was presented to the Seattle Direct Marketing Association in october 2008

1. a CMO, a CIO and a sales guy walked into a bar…

2. A Little bit about me
John Kottcamp – Chief Marketing Strategist, Ascentium
For the last twenty years, John has been thinking
strategically about customers; their experiences,
relationships and the lifetime value they contribute to
the brands with which they choose to engage. His
passion is the intersection of marketing and
technology.
Prior to joining Ascentium, John has held executive
positions with McCann Worldgroup, Gateway, T-Mobile
USA and Lufthansa. He is a frequent speaker on
Closed Loop Marketing and respected blogger at
www.thecollaborativemarketer.com , Vice President of
the Seattle Direct Marketing Organization and a
member of the Forrester Research Technology
Marketing Executive Council.
John earned his B.A. from the University of Wisconsin–
Madison and prior to settling in Seattle, has made his
home in such diverse places as Munich, Madrid,
Miami, San Francisco and San Diego.

3. A little Bit about Ascentium
• Founded in 2001
• 600 employees
Strategy
• Locations: Bellevue, Portland, Spokane,
Los Angeles, Baltimore, User
Research
London Experience
Measurement Customer Optimization
• $80m+ annual revenue
Execution Design
• 23rd Largest Interactive Agency in US
Development
(AdAge, 2008)
CRM Portals
• Microsoft Partner of the Year, 2008
BI
• Loyalty:
‣ Customers / 60% Recommendations
‣ Employees / 10% Annual Turnover

4. Connect, Engage, Measure
How to make a CMO successful
While aligning Sales, Marketing and IT

5. It’s Not Easy Being a CMO in Today’s Business World
The CMO: Black Sheep or Golden Child?
As CMOs continue to struggle with job security, a new study
from the CMO Council and MarketBridge reveals that stability
may be attained through measurement and definition.

6. A Few data points about Chief Marketing Officer s (CMOs)
• The average tenure for CMOs today is 26.8 months*
• Fewer than one-third of the companies have CMOs who have been in their posts for
three years or more
• 16 percent of the companies have a CMO position that is either vacant or there is no
such role in the organization.
• According to a recent CMO Council survey, most CEOs do not believe their CMOs
bring sufficient strategic business thinking to add value to the enterprise

7. What makes a successful CMO?*
Strategic Customer
Thinker Orientation
Risk
Results
Taking
Focused
Technical Influence &
Expertise Impact
Hands on
Team
Leadership
Player
Creates &
Global
Manages
Perspective
Change
*Source – CMO Council

8. What Keeps CMOs up at night?
“The myth of the CMO is the C part.
They don't get to be the chief of the
stuff that is really what marketing is
all about today. CAO, maybe (Chief
Advertising Officer) but not CMO.”

9. Today’s CMOs are faced with two overriding realities:
 Everyone has ADHD
 CMOs are the Rodney
Dangerfield’s of the “C” suite.
They just don’t ever
seem to get any respect

10. Issue # 1 - Everyone has ADHD
How to identify, understand and communicate with customers across multiple channels

11. There’s Been a Revolution in Marketing
The Customer Experience has exploded
•Traditional Media has lost its monopoly on communication
•Customer Communications has become Digital centric
•One to Many (traditional) is becoming One to One (Digital)
Technology is the Catalyst
•Digital Communications is Technology Dependent
•One to One communications is technology enabled
1900 1950 2000 2008

12. The Answer?
1. Pretend nothing’s happening and believe the old adage ,
“I know half of my marketing is working, I just don’t know
which half.”
2. Shift your marketing spend to online ads
“After all, it’s just like regular advertising except online,
isn’t it? And it will be cheaper won’t it?”
Get yourself some of that Web 2.0 stuff
3.
“Everyone’s talking about it, so it must really work, right? Think
of all those eyeballs on MySpace.”

13. Or… adopt a “Left Brain” Approach to Marketing
“Left Brain” Marketing is, “A customer behavior-driven marketing planning approach
that allocates budget across marketing resources that move customers through their
purchase processes .” – Forrester Research

14. Start with the right questions
• Who is your customer? • Where does your customer go to get
information?
• What is important to your customer?
• Who does your customer rely on to
• Where to find your customer?
make choices and decisions?
• How does your customer behave?
Then …

15. Listen

16. Organize

17. Target

18. Communicate

19. Capture

20. Measure

21. Optimize

22. The Tools & Technology
It’s not just for The Fortune 500 anymore

23. Listen = Advertising, Search, Social Media

24. Organize = Customer Hubs, Data warehouses & CRM
Customer Hub Providers
Forrester Research

25. Target = Campaign Management, Lead Management

26. Communicate

27. Capture & Measure

28. Optimize

29. Experience + Technology = Success
Interactive Search Optimization
SEO
Web Optimization
(Widemile, Optimost, Offermatica)
Ecommerce
Analytics
(WebTrends, Omniture, Eloqua)
SEM Microsoft Commerce
Video Server System
Ad Serving Web
Silverlight
(Atlas)
Experience
Online Ads
IA
Blogs
Behavioral Targeting
Communities CRM
Email Marketing Campaign Management
(Exact Target, Eloqua) (Eloqua, Aprimo)
Landing
RSS Page
Dynamic
Content
Mobile CMS
Microsoft SharePoint
Server System
Segmentation
Traditional
Print Direct Mail
Media

30. Issue # 2- CMOs don’t get respect
What CMOs need to do to align themselves with the rest of the enterprise

31. There is a lot of room for improvement in Marketing’s internal relationships
Source – Forrester Research 2007, “How To
Improve Marketing's Internal Credibility”

32. The Answer
1. Look at all marketing programs through business eyes
“If it can’t be measured, don’t do it.”
2. Apply the principle of servant leadership to the marketing organization.
“The problems with our sales leads is just like that old restaurant,
the food is terrible and the portions are too small.?
Make the CIO your best friend.
3.
“Both CMOs and CIOs share a common challenge, to change
perception of their organizations from being simply a cost center to
being a growth center for the enterprise.

33. Experience Data Intelligence Results
CRM – Customer Service
CRM
Supply Chain
Point of Sale
Experience Inputs
ERP
Intelligence Outputs
Data warehouse
Predictive
Analytics
BI
Business Dashboards
Reports

34. Experience + Technology + Analysis = Results
Interactive Search Optimization
SEO
Web Optimization
(Widemile, Optimost, Offermatica)
Ecommerce
Analytics
(WebTrends, Omniture, Eloqua)
SEM Microsoft Commerce
Video Server System
Ad Serving Web
Silverlight
(Atlas)
Experience
Online Ads
IA
Blogs
Behavioral Targeting
Closed Loop Marketing
Communities CRM
Email Marketing Campaign Management
(Exact Target, Eloqua) (Eloqua, Aprimo)
Landing
RSS Page
Dynamic
Content
Mobile CMS
Microsoft SharePoint
ROI Measurement
Server System Business Dashboards
Segmentation BI
(Performance Point 07)
Traditional
Print Direct Mail
Media

35. Thank you