ONLY 23% OF CMOs DRIVE DIGITAL TRANSFORMATION...

TIME TO LEAD CUSTOMER-DRIVEN LIFECYCLE & INNOVATION NOW

Are your marketing, business development and sales teams working together to really be future-proof? Are they focused enough to anticipate fast-changing customer needs? Time to benchmark and accelerate your strategy, skills and processes to get there before your competitors...

CMOs have a relatively short time span in which to implement their visions. The rapid ascent of digital marketing means that they cannot work alone anymore and be fast enough to adapt their teams to the right customer experience and analytics requirements.

As CMOs take on a more strategic, cross-silos focus, they need to gain more responsibility for innovation, sales and profits and not just catch up with the reality of today’s customers, marketing and business.

Being just a supplier to BUs is not sufficient anymore for the marketing team, they need to be a real, active partner to revenue growth and, even more nowadays: a C-level driver of the customer journey, integrating offline and online touchpoints.

New investment in technology and business models to better engage digital customers at every phase of the customer experience lifecycle is also required.

THE IMPACT OF NOT INVESTING IN DIGITAL

Recent statistics about the missed opportunities/risks of not upgrading your digital marketing operations

• 78% of firms experienced difficulties in implementing their digital transformation project, with 20% seeing this as ‘extremely difficult’
• Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads
• Only 61% of marketers believe their marketing strategy is effective
• The biggest challenges of digital transformation are: new business models to increase engagement (43%), digital implementation across the organisation (39%) and recruiting digital talent (32%).
• 43% of organizations with a mature digital strategy see internal departments competing to own digital as biggest barrier to digital transformation
• Digital transformation initiatives are currently led by CMOs (23%), CEOs (20%), CIOs/CTOs (28%) and CDOs (13%) (Altimeter, State of Digital Transformation)

Sources: Hubspot, Dentsu Aegis Network, Altimeter's State of Digital Transformation Report, Brian Solis, These Days, McKinsey Global Institute, Acquia, BT CIO Report, Forrester

“We should no longer be talking about ‘digital marketing’ but marketing in a digital world.” — Keith Weed (Unilever)

TRANSFORM YOUR DIGITAL MARKETING TEAM AND OPERATIONS

Today’s CMO must bring focus, discipline and strategic optimisation of existing content across all channels with stronger results and the ability to scale resources. Increasing the entire marketing team’s intelligence, skills and organisational influence is key. Top marketing challenges that need to be solved include up-skilling (19%), technology (25%) and proving ROI (43%).

HOW CAN YOU BEST FOCUS AND TRANSFORM?

Over the last few years, I could experience transformation situations in various companies and sectors, covering many stakeholders, including:

4 TEAMS - DOZENS OF STAKEHOLDERS

• International projects at Accenture, MasterCard, EY, Cap Gemini, The House of Marketing. Led digital marketing channels across EMEA at Iron Mountain
• Change & transformation roadmaps for digital & leads growth at several firms, from re-branding to personas building and content marketing

8 DIGITAL YEARS 

• Led and helped digitise Accenture BeLux's Marketing & Communications function
• Changed-managed marketing transformation at Exec Committee levels (Accenture, Private Bank, Medical Software)

“Philippe is a key player in helping B2B companies accelerate their growth through online, content and social marketing”— Bart de Ridder / Accenture Belux, Country Managing Director

Focusing on a mix of long-term vision and "quick win" test projects, I develop an agile roadmap based on your resources reality, top 3 objectives and stakeholders priorities. My other clients also benefited from a straightforward approach. A strong leader and external coach is needed to position Marketing & Sales as an "ideation hub" driving customer-centric solutions for corporate success across all BUs and channels. A typical three-step process could include:

1. Design thinking alignment workshop(s). Internal communications plan. Use cases definition. Best practices leverage
2. 12-24 month roadmap coupled with 3-5 pilot projects execution/optimisation. SteerCo alignment
3. Current pilots assessment. Kick-start of new initiatives. Governance model & team organisation build. Strategy & processes upgrade

“Some words describing why I liked working with Philippe (at THoM): creative, out-of-the-box thinker, mobilizing, energetic, positivism, constructive, exploring new fields and ideas.”— Dirk Peeters / Deloitte Belgium Chief Strategy Officer

WANT TO TALK MORE ABOUT YOUR DIGITAL PAINS & GOALS?

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