Marketing has always been about evolution and innovation, but today marketers are experiencing the fastest rate of change ever – in channels, audiences, technologies and disruptive new competitors. It’s not a surprise that some marketers are getting nervous – not only about the future of their organisations, but of their very careers, too. They point to short tenures and a growing number of once-mighty brands that are suffering, or in extreme cases, dying.
But there is also a growing body of modern CMOs who have become closely attuned to where business and marketing are going, and they are taking steps to recast the very definition of the CMO role. They’re building new skills and capabilities forging new alliances, and assuming leadership in areas they previously avoided. They are setting the broader transformation agendas for their departments, their companies and for their own careers.
7. What exactly
does Marketing
Transformation
mean to my
organisation?
How
do I define
the operating
model that will
make it work?
How should we
redesign the
tech
stack?
What are
the change
management
implications?
How do I
convince my
board to
invest in
transformation?
What is the
roadmap?
How do I
prioritise it?
Where do I
get started?
How do I
integrate
with Sales and
Service?
Ogilvy Consulting
Areanyof
thesefamiliar
questions?
What should I
expect in terms
of ROI and
other
benefits?
How do I make
the idea of
transformation
less intimidating,
both for my
stakeholders
and myself?
How do I
assess our
current state
and readiness
for change?
How do I move
from Campaigns
to Content and
Experiences?
How can I align
key stakeholders
around a
transformation
vision?
How do I
improve the
Customer
Experience?
10. Ogilvy Consulting
…itisfasterthan
everbeforeand
hyperpersonal…
TELEPHONE 75 Years
RADIO 38 Years
TELEVISION 13 Years
MOBILE 12 Years
INTERNET 4 Years
FACEBOOK 2 Years
INSTAGRAM 19 Months
YOUTUBE 10 Months
TWITTER 9 Months
ANGRY BIRDS 35 Days
POKEMON GO 19 Days
FORTNITE 4 Months
Time to reach 50 Million users
11. Ogilvy Consulting
The CFO demands more
performance accountability
for emerging and disparate
digital activities that lack
measurement methodologies.
… across the entire organisation
The CIO impacts core
marketing decisions
such as the Marketing
Technology stack.
Lines of business seek
innovation and consumer-
centric products and
propositions.
The Sales organisation
n e e d s d i r e c t - t o -
consumer models and
customer insight.
Service becomes inseparable
from marketing with the
adoption of digital and
omni-channel experiences.
HR realises the benefit of
having engaged employees
advocating for the brand on
multiple channels.
19. Ogilvy Consulting
Telecommunications
Delivering personalised content at
scale, fuelled by 1st, 2nd & 3rd party
data; powered by AI and ML and
the upcoming 5G tsunami.
FinTech
Articulating a brand purpose and
narrative to galvanise performance
marketing and CX activities,
building trust and visibility.
Retail
Marketing more accountable for
Sales, shifting from physical to
digital selling, orchestrating end-
to-end, omni-channel CDJs.
Consumer Goods
‘SKU management’ in a new go-
to-market context & defining
new ecommerce Direct-to-
Consumer Models.
B2B
Data-driven, personalised and
strategic ABM and Content
Marketing recognising the
networked Decision-Making Unit.
Travel & Hospitality
Immersive, innovative and
emotionally engaging personal
experiences across the Consumer
Decision Journey (CDJ).
24. Ogilvy Consulting
Brand &
Customer
Strategy &
Vision
Proposition
Culture &
Behaviours
Organisation
Experience &
Communications
Systems &
Data
Grounding your Marketing
Transformation in customer centricity
and aligning to the organisation’s
brand purpose and promise.
Creating a differentiated brand and
customer experience that is
customer-centric and architected
for future growth.
Buying into a common
transformational purpose and
alignment of stakeholders to
deliver against prioritised plans.
Identifying Marketing Transformation as a priority
and all levels of the business embody a collaborative
mind-set and take shared responsibility to drive
change across the organisation.
Constructing a data driven and technology
enabled business model with common
brand and customer performance metrics.
Building a marketing organisation (People &
Process) that is optimised to meet brand and
customer expectations, and is driven by a
coordinated Marketing Transformation strategy.
Designing an integrated omni-channel ecosystem
that supports customer personalisation at scale,
drives meaningful customer engagement, and
utilises optimised technology stacks.
26. Ogilvy Consulting
1. Silo or integration?
2. In-house or Outsourced Capability?
3. Centralise or Localise?
4. Top Down or Bottom Up?
5. Build or Partner or Buy?
28. Ogilvy Consulting
COMPLEXITY
Depth and Quality of Brand and Customer Experien
ce
BRANDANDBUSINESSVALUE
MATURITY
Laggard Nascent Emerging Connected Transformed
• WTF is Transformation?
• Fragmented or incoherent
initiatives, no vision/strategy
• Technology an ‘IT matter’
instead of an enabler,
• Data yet to inform decisions
• Brand relevance and
perception typically low or at
risk in category
- Marketing Transformation
identified as a priority
- Vision and future state in place.
- CMO rallying distributed
stakeholder group but no direct
ownership
- Recognition that brand and CX is
a source of business growth
- Tech and data identified as
enablers
- CMO has direct mandate for
Marketing Transformation
- Brand and CX strategy aligned,
leading to customer-centric
propositions
- Omni-channel principles adopted
and are impacting organisational
culture
- Data and tech are enabling
business decision making and
personalised campaign planning
- Marketing Transformation
principles adopted enterprise-wide
- CMO responsible for optimised
partner and tech ecosystem,
- Capability gaps are being filled
throughout the business.
- Omni-channel and customer-
centricity firmly established,
- Customers engaged with relevant
brand experiences at scale
- Measurable business results
Exalted state of perpetual
Transformation
Future state tech stack in place
and operational
Capabilities gaps closed
Functioning governance model
Highly orchestrated, personalised
customer and brand experiences
are delivered at scale
Brand is architected for future
growth and is category/market
leading
Company culture has embraced
transformation with heads, hearts
and hands
29. Ogilvy Consulting
01
02 04
03 05
06
Understanding Marketing
Transformation Maturity
Take stock of where you are
The Critical Narrative
Without alignment it will falter
Setting the Future Vision State
Define best possible outcome
Prioritising Initiatives &
Roadmaps
What to do and where to start
Measure & Optimise
If you can’t measure it,
you can’t improve it
Business Cases
Support the case for change
07
Implementation
Execute and enable the
transformation