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