Mark CoreExecutive Vice President & CMO

Vermeer Corporation

• Spending on things that can’t be measured.• Tradeshows in destination locations. • Creating a viral video. • Tweeting short snippets of random stuff. And getting the retweet. • Constantly arguing with legal counsel (and losing).• Making a cool video about a product. • Attending marketing association meetings. • Figuring out emojis, because everyone else is doing it.

CUSTOMER INTIMACY

OPERATIONAL EXCELLENCE

INNOVATION

1940’s 2017 2050

Our evolutionInnovation

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Customer Intimacy(show brand)CUSTOMER

INTIMACYOPERATIONAL EXCELLENCE

INNOVATION

•Brand•Innovation •Customer experience •Market strategy and growth

“The CMO has to become the custodian of the customer experience, not just the head of the ‘arts and crafts’ department. The CMO must ensure employees in all functions understand the direct or indirect impact they

have on customers, and design holistic experiences aligned to the brand promise. Delivering consistent, personalized experiences that feel natural

pays off big-time.”

IBM Institute for Business Value https://public.dhe.ibm.com/common/ssi/ecm/gb/en/gbe03728usen/GBE03728USEN.PDF

Let’s learn about the customer…

and we’ll naturally understand the brand.

FOR VERMEER DEALERS ONLY

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Proactive Posture

Reactive State

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Question in 2010:

Will you buy Vermeer equipment again?

Question in 2017:

How responsive was your salesperson?

Were you treated fairly?

•Best CRM implementation•Best loyalty and lifetime customer value•Best corporate to channel brand alignment•Best voice of customer utilization•Best business impact dashboard

Artist + Scientist

Culture | Experience | Brand | Growth