Game Changers - The transition of the CMO to the CCO

marketing management consultants

The transition from CMO to CCO (From marketing to customer)

Presented by Darren Woolley

CEO, TrinityP3


What do these two have in common?

Roman Legions


What do these two have in common?

Today’s Corporate Business


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


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


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


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


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


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


More likely and more complex path to purchase

This electron cloud map is closer to the actual customer path to purchase – complex and multidimensional


How the CMO becomes the CCO

From •  Command

•  Campaign

•  Generalist

•  Cost of business

•  Supporter

To •  Collaboration

•  Responsive

•  Aligner

•  Business investment

•  Leader


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