1. Webinar Predictions 2014: B2B CMOs Must Conquer Three Key Initiatives To Prosper
Sheryl Pattek, Vice President, Principal Analyst
January 27, Call in at 10:55 a.m. Eastern time
@sherylpattek

2. Image source: Shutterstock (http://www.shutterstock.com/)

3. Agenda
The world is changing.
Get customer-obsessed.
Conquer three key imperatives to prosper in 2014.
Recommendations

4. Agenda
The world is changing.
Get customer-obsessed.
Conquer three key imperatives to prosper in 2014.
Recommendations

5. Empowered buyers have taken control
“60% of the B2B buying process is complete prior to sales engagement.”
Source: February 21, 2013, “Rethink Marketing In The Buyer’s Context” Forrester report

6. The world of today’s customer engagement channels
Source: July 22, 2013, “Mix Art And Science For Marketing Success” Forrester report

7. Agenda
The world is changing.
Get customer-obsessed.
Conquer three key imperatives to prosper in 2014.
Recommendations

8. Age of the customer
A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers

9. The age of the customer drives four market imperatives
Marketers must become customer-obsessed.
Transform the customer experience.
Embrace the mobile mind shift.
Age of the customer
Build value around the customer, not the channel or product.
Turn big data into business insights.
Become a digital disruptor.
Source: November 18, 2013, “The Forrester Wave™: Business Intelligence Service Providers In Asia Pacific, Q4 2013” Forrester report

10. Agenda
The world is changing.
Get customer-obsessed.
Conquer three key imperatives to prosper in 2014.
Recommendations

11. Imperative No. 1: Intertwine data as the foundation of 2014 strategies and plans.
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12. Invest in tying data to 2014 planning
5x faster decisions
3x execute decisions
2x financial performance
Use data to guide product and messaging plans.

13. SAP best practice: using data to guide product development
Source: SAP (

14. Explosion of data sources
Image source: alertdigitalmarketing.com ( PRWeb ( and idealo.co.uk (

15. A single view of the customer is not yet commonplace
Base: 214 global marketing leaders; Source: Q Forrester/Heidrick & Struggles Evolved CMO Global Online Survey

16. Yet, marketers are required to actively connect the dots
Corporate communications
Product design
Discussion forums
Packaging
Website
Social engagement
Search
Print ads
Retail
In-store service
Ratings and reviews
Customer service
Online display ads
Discover
Explore
Engage
Buy

17. Start with what you know
Mine marketing automation data for predictive intent.
Collaborate with your CIO to figure out how questions will get answered.
Incorporate corporate data sources.
Installed product mix, revenue transactions, service calls, and call center conversations

18. CMOs recognize that working with the CIO is important
Base: 214 global marketing leaders; Source: Q Forrester/Heidrick & Struggles Evolved CMO Global Online *Base: 191 global marketing leaders; *Source: Q Forrester/Heidrick & Struggles Evolved CMO Global Online Survey

19. Mirror best practice approaches
30% increase in lead conversion

20. Dell best practice: defining the questions to answer upfront
Unique, personalized, and individualized communication
Image source: AidData (

21. What it means
Shift attention from data volume to variety from product suppliers, complementary businesses, government agencies, and customers.
Pilot participation in low-risk data sharing or data exchanges.
Explore best practices from early adaptive intelligence adopters.
Plan now to gain ROI from adaptive intelligence in 2016.

22. Why adaptive intelligence? Business intelligence today is immature
Multiway
Interrogative
Interactive
2-way
Agile
Static
Predefined
Owned
Reactive
1-way
Brokered
Image source: Amazon.com ( TomTom International ( Waze Mobile ( and MapQuest (

23. Forrester’s definition of adaptive intelligence:
“Real-time, multidirectional sharing of data in order to derive contextually appropriate, authoritative knowledge that helps maximize business value”

24. Lowe’s best practice: using adaptive intelligence to increase partner sales
Source: May 8, 2013, “Introducing Adaptive Intelligence” Forrester report

25. Market to and communicate with buyers as individuals.
Imperative No. 2: Redefine B2B as “business-to-buyer.”
Market to and communicate with buyers as individuals.
Target

26. Mold content and brand strategies into one
70%
45%
Advertising cost
Brand awareness
78% believe that content will drive the future.

27. Content must tell a distinctive brand story
Create a 2-way dialogue to drive trust, relevance, and engagement.
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28. Align content across all buyer journey stages.
Distribute consistently across channels.
Source: June 5, 2013, “Customer Life-Cycle Marketing Demands New Metrics” Forrester report

29. Cisco Systems best practice
Source: Cisco (

30. What it means 40,000 internal creators
Put content engines to work in the new content-led model.

31. Imperative No 3: Organize around the customer, not the product or channel.
Image source: Cutcaster Web Design and Photography Highlights ( Instem BioBlog ( and Trinidad and Tobago Bureau of Standards (

32. Build a customer-obsessed organization
Quick actionable decision
Analytics-based insights
Customer
Image source: The Rhode Island Developmental Disabilities Council (
Experiment with new ideas.
Succeed or fail fast.

33. Organization best practice: Mindjet
Organization networks over hierarchies
Creativity over uniformity
Customer need over traditional siloed agendas

34. Hire for technical aptitude
Look beyond domain expertise.
Seek candidates who possess:
Critical thinking skills.
Affinity for building knowledge through analytics.
Technology skills that drive customer engagement.

35. What it means
Watch for vendors to ramp up direct client education efforts.
New partnerships with universities and professional organizations will form to build a robust CMO curriculum.
By 2015, the CMO’s stature and influence in the organization will grow as CEOs lean on them for customer insights to form a customer-obsessed organization.

36. Agenda
The world is changing.
Get customer-obsessed.
Conquer three key imperatives to prosper in 2014.
Recommendations

37. Recommendation
Make data the foundation of your 2014 marketing strategy.
Collect, analyze, and turn data into insights starting with what you know on building contextually relevant experiences that buyers now expect.
Focus brand efforts on the buyer, not the business.
Organize to deliver buyers’ needs, not channel-led requests.
Task your sales, marketing, and delivery teams to work as one on behalf of customers.

38. Forrester’s Forum For Sales Enablement Professionals Drive Growth With A 21st-Century Selling System March 3 to 4, 2014, Fairmont Scottsdale Princess, Scottsdale, AZ
The future of sales and marketing is now. Siloed, product-focused sales and marketing approaches must be realigned.
We can help you modernize your selling system using your customers to determine what is valuable.
Join us to learn how to:
Give executives visibility into selling investments.
Achieve cross-department alignment that results in revenue growth.
Free up your sellers’ time to sell more effectively.

39. Questions?
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40. Sheryl Pattek