Future proofing your marketing team
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Transcript of Future proofing your marketing team
Alternatives
Charley Stoney
#miicmo17
Future proofing your marketing team
Insights from the 2017 Survey – how the marketing function is perceived and the expanded remit of the CMO
Charley Stoney, Group Managing Director
Impact of the post digital, data driven era
Where responsibility for Digital sits in the organisation
Where Marketing has lead remit
Are you data ready?
37% of you have lead remit for data and it’s
increasing
How is the marketing function perceived within your organisation?
from 2016
Heads of/Director's view
59%
57%
51%
The perception of the Marketing function as a strategic partner, although rated higher by CMO’s, has declined over
past 3 years
2015 20172016
Being a strategic function significantly increases the broader, strategic remit of Marketing
+11%
+15%
+11%
Channels/Sales
Logistics /Operations
IT
Product / Proposition
Brand Strategy
Segment / Base
Mngmt
Ext. & Int. Comms
Internal Stakeholders
HR & Culture
CUSTOMER FOCUS
Marketing Ops
Customer Analytics
Finance
Executive Team
Key cross functional
intersections
Digitally Integrated, Cross Functional Marketing Structure
Compliance