WE ARE LIVING IN A FASINATING
TIME
of Fortune 500 companies have disappeared since 2000.
Accenture
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52%
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only 39%
of CFOs have confidence in
their Marketing Directors
Marketing Week
Lessons from the past
Philosophy
Polit ics
Art
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Thales of Miletus
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@gkolovos #tmkme2
KNOW
THYSELF
t he mos t d i f f i cu l t th ing in l i f e i s to
PERSONAL BRAND
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Chief
Technology
Officer
Chief
Experience
Officer
Chief Product
Officer
Chief Content
Officer
Data Scientist Data Lead Simplicity
Engineer
Influencer
Relationship
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IS THIS MARKETING?
88% of marketer thing
marketing should own
digital
23% of the other functions
agree
Source: Omobono
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DIGITAL OWNERSHIP
VS
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Commercial
Support
Commercial
Accelerator
Product & Services
Innovation
Business Model
Transformation
MARKETING
ORGANISATION
REVENUE SOURCE
CUSTOMER EXPERIENCE
DIGITAL & DATA
INVESTMENTS
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WHAT MAKES YOUR COMPANY
UNIQUE?
GE Capital or
Formula E
FORMULA E
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SINGLE PURPOSE
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Lycurgus of Sparta
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300h of videos uploaded
31.2MM messages sent
347.222 tweets sent
17.361 profiled viewed
48.611 photos posted
In just 1 min…
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Aristotle
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Ethos
Pathos Logos
Credibility - Trust
Consistency - Logic Emotions - Imagination
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See tutorial regarding confidentiality
disclosures.
See tutorial regarding confidentiality
disclosures.
EMOTIONALLY TOUCHING
FUNNY
VISUALLY APPEALING
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See tutorial regarding confidentiality
disclosures.
See tutorial regarding confidentiality
disclosures. @gkolovos #tmkme2
50% Sales reps ignore
of marketing leads
Marketo
See tutorial regarding confidentiality
disclosures.
of the buyer’s journey is completed
before buyers speak to sales Corporate Executive Board
57
% @gkolovos #tmkme2
Plato
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@gkolovos
CHANGE YOU
l e t your lover
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Funnel Management
Prospect
Inquiries
Proposal/Sales
Closing
Marketing
Sales
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Partnership
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EXPECT THE
UNEXPECTED
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Epictetus
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It's not what happens to you, but how
you react to it that matters…
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IMPOSSIBLE SITUATION
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SIMPLE SOLUTION…
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CLARITY
LEADERSHIP
COURAGE
FLUFFY? WEAK?
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