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Deloitte Consulting Point of View on Consumer Products Marketing Transformation 1

The Marketing Transformation Imperative

How to Win in the Face of Digital Disruption: The Importance of CMO-CIO Collaboration

October 27, 2015

Jennifer Lacks KaplanCP Marketing and Digital TransformationDeloitte

Mike MacrieChief Information Officer (CIO)Land O’ Lakes

Deloitte Consulting Point of View on Consumer Products Marketing Transformation

Commerce Landscape

Marketing Technology Landscape

Content Marketing Landscape

Marketing has grown increasingly complex

Sources: 1. Luma Scapes from Luma Partners http://www.lumapartners.com/resource-center/lumascapes-2/


…posing new challenges to today’s Consumer Products marketing leaders

Enablers

• Big data and analytics for insight• Digital /social capability acceleration and

integration• “Always on” content• Social / immersive/advocacy marketing• Targeting / personalization• Paid /owned / earned media model• Mobile / device transformation• Scalability and optimization (products/

brands/ markets)

• Optimized portfolio /brand/ product multi channel execution

• M/ e-commerce platforms • Integrated omni consumer experience• New business models / innovation, device

driven transformation• Ecosystem partnerships• Agility and faster speed to market

• Marketing spend effectiveness• Commercial investment allocation• Metrics / KPIs • Reporting visualization & dashboards• Automated measurement and reporting, real

time responsiveness

HOW TO DELIVER MULTI CHANNEL STRATEGY & EXECUTION?

HOW TO ENGAGE CONSUMERS IN TODAY’S WORLD?

HOW TO MONITOR AND IMPROVE GROWTH & PERFORMANCE?

WHAT PLATFORMS /TECHNOLOGY INTEGRATION?

WHAT DATA?

WHAT TALENT?

WHAT ORGANIZATION?

• Integration across brands /markets • Intuitive social and mobile enterprise

• Single brand /enterprise view• DMP / DMP platforms

• Operating model and structure• Digital integration

• Roles, responsibilities and skill sets• Decision rights /KPIs


Engagement & Experience

Connectivity & Relationships

Platforms & Ecosystems

Data & Analytics

Targeted, personalized / in-contextAnalytics driven insight generationNew content forms and delivery platformsSocial and immersive marketing, new media modelExperiential engagement

Connectivity across all journey touchpointsSocial/community participationOrchestrated omni experienceNew devices to transform consumer experience

New ways to gather, understand and use insightsBig data /analytics drive targeting and relationship mgmtReal time insight & performance managementPredictive and business outcome focused

From campaigns to platformsNew front end technologiesInnovation, ecosystem partnership modelFront end integration with back end infrastructure

Consumer Journey

New ways of Winning


New ways of Working

DATA

TECHNOLOGIES

ORGANIZATION

TALENT

• Global system of record• Single view of the customer

across all channels• Managed analytics

• Services Oriented Architecture• Responsive Web Design• Digital Asset Management tool• “Mobile first” mentality

• Omni-channel userexperience design

• Customer-centric operatingstructure

• Agile methodology

• Omni-channel metricalignment

• Innovation incentives• Digital portfolio managers


• Imperfect solutions • Shifting decision requirements

and decision rights• Open talent sourcing needs• Rapid real life testing of strategic

choices

• Faster decision needs and approvals

• Flattening hierarchy• Iterative and fast

customer feedback loop

• Agile• Democratizing information• Ecosystem / Partnerships • Constantly morphing teams• Shifting / Non-traditional

stakeholders

Leading marketing organizations are transforming

Continuously Innovating

Immensely Disruptive

Data Driven

ConsumerCentric

Globally Relevant

CHARACTERISTICS OF LEADING MARKETING ORGANIZATIONS

Source: Building your digital DNA – Deloitte Digital, Deloitte Research


Successful marketing transformation requires greater Marketing & IT partnership1.A mutual understanding of evolving roles. Begins with the leadership team recognizing

their evolving roles

2.Focus on customer centricity. Putting the consumer and consumer experience at the core of decision making

3.Expanded /new governance and shared KPIs. For example, governance to balance marketing’s need for speed with IT’s need for compliance, security, privacy and integration

4.Development of cross functional teams. Working together to bridge silos and develop new skills real time


Today’s Discussion:

How are CMOs and CIOs proactively driving a shared vision and greater collaboration, changing the way the organization works together to deliver winning marketing and channel execution?

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