game changers - the transition of the cmo to the cco
TRANSCRIPT
marketing management consultants
The transition from CMO to CCO (From marketing to customer)
Presented by Darren Woolley
CEO, TrinityP3
marketing management consultants
Roman Army – 50 BC
• Organised into self sufficient siloed units
• Top down command and control
• Incredibly effective at defeating enemy through providing a united force
• Proven in the battlefield conquering Europe, Middle East and Northern Africa
• Structure used by military forces everywhere for two millennia
marketing management consultants
20th Century – Business Structure
• Business follows the same siloed structure, embraced during Industrial Revolution
• Marketing and brand a late addition to the structure in the mdi-20th Century
• The more authority a person has the further away from the customer
• The customer required to fit the business structure and process
marketing management consultants
21st Century – Complex Business Structure • Business is increasingly
complex, evidenced by the increasing dotted line reporting
• Digital technology is producing more data and options
• Customers have higher expectations and greater demands
• Complexity leads greater inefficiencies, requiring a new, disruptive structure
marketing management consultants
Moving from complicated to complex• The Cynefin
Framework defines four domains
• We delude ourselves business (and life) is SIMPLE
• Increasingly it feels COMPLICATED
• Because in actual fact all markets are COMPLEX
• Complexity Theory underpins marketing
marketing management consultants
21st Century – Customer Centric Structure• The Utopia to business in this
decade is being CUSTOMER CENTRIC
• This requires the customer to be at the centre of the business
• At the interface is the touch points that define the customer experience - CX
• Managed by the Chief Customer Officer – CCO
• Supported by what was the Marketing function
marketing management consultants
Customer path to puchase proof of complexity
• In a SIMPLE world the customer path to purchase of consideration pathway appears linear and simple
• We are increasingly confronted with the fact it is COMPLICATED and we need to adapt to the customers needs and expectations
• Because in fact it is COMPLEX often bordering on CHAOTIC
marketing management consultants
More likely and more complex path to purchase
This electron cloud map is closer to the actual customer path to purchase – complex and multidimensional
marketing management consultants
How the CMO becomes the CCO
From • Command
• Campaign
• Generalist
• Cost of business
• Supporter
To • Collaboration
• Responsive
• Aligner
• Business investment
• Leader
marketing management consultants
For more information contact:
TrinityP3 Pty Ltd Sydney
+612 9964 9900 Melbourne
+613 9682 6800 Hong Kong
+852 3478 3982 Singapore
+65 6631 2861
[email protected] www.trinityp3.com
Trinityp3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants