Marketing has lost its way, it has lost strategic ownership, it lost the 4ps and 4cs and has an identity battle. Marketing needs to take back the strategic ownership of the pricing and the product direction before Growth or Experience consumes it. Take a journey with Jeff the CMO on where tactics and channels took over and where Jeff and other CMO's need to go to and get to ASAP

1. RIP to the CMO
Disruptive Marketing
Danny Denhard - Recovering Marketing Leader, Now Growth & Business Director
riptothecmo.com - November 2019

2. // @dannydenhard
Does “Jeff”
seem familiar?
Image Source#RIPTOTHECMO

3. Jeff is CMO of a large
unnamed company
Image Source // @dannydenhard#RIPTOTHECMO

4. Marketing
Brand
CRM
Performance
Traditional
Comms
PR
Email
Organic
Social
Digital
ATL
Content
Traditional
Push
SEO
Organic
PPC
OOH
Digital
Display
Website
On & off site
TV
Link Building
Programmatic
Offline
Technical
WiderOrganisation
Paid
Product Marketing Video Partnerships OperationsStrategy
Specialist Area’s
// @dannydenhard

5. Not to mention
…Agencies
// @dannydenhardImage Source Unsplash

6. Agency Do For Me
Agency Think For Me
Huge Gulf & Expense Difference
Output on them
Output on you
// @dannydenhard
A lot of
guess work
Image Source Unsplash

7. Jeff and his team
spends £50million
on Marketing &
Advertising
Image Source // @dannydenhard

8. Jeff, where’s your
teams influence?
// @dannydenhard

9. The business wants to
know how much stuff Jeff
& his team sold?🎁🎁🎁🎁🎁
// @dannydenhard

10. Jeff, can you
explain this?
// @dannydenhard

11. Jeff, Marketing
ROI?
// @dannydenhard
🧐

12. What is the value
of your brand?
// @dannydenhard
🤨

13. 4P’s
Product
Place
Price
Promotion
4C’s
Customer/consumer value
Cost
Convenience
Communication
// @dannydenhard
➡
Does Jeff Influence These Enough?

14. 4P’s
Product ❌
Place
Price ❌
Promotion
4C’s
Customer/consumer value ❌
Cost ❌
Convenience ❌
Communication 🤷
// @dannydenhard
➡
Does Jeff Influence These Enough?

15. Consistency +
Time
Trust =
// @dannydenhard
- Reid Hoffman
(LinkedIn & Paypal cofounder)

16. Jeff will only last 4 years
At best
// @dannydenhard
#RIPTOTHECMO

17. Average tenure is
under 4 years.
The CMO role is
evolving or
reducing in scope
Image Source // @dannydenhard

18. Clearly Not Small
Brands
// @dannydenhardImage Source

19. Image Source // @dannydenhard
Product based companies -
not a huge number of them
need huge marketing
teams

20. “If we don’t [own the long-term vision
strategy] our CEOs will chop away at
our remit, our team and our budgets.
We need to extend our influence on
the Product, on UX, on design, on
delivery and so on.
Marketers need to do what product
teams have had to do for a long time:
bed-in with other departments and
bring them on the journey with you.”
Danny Denhard - April 2019
// @dannydenhard

21. 🙃 Brand as a value 🙂
// @dannydenhard
#RIPTOTHECMO

22. Slow painful death of
brand & brand values -
2016
// @dannydenhard

23. Internal Brand & Culture
Was A Phase CMO’s
Wanted To Own.
How did it turn out?
// @dannydenhardImage Sources: Google

24. So Many
Marketing Leads
// @dannydenhard
CMO
VP
Marketing
Director
Head of
Senior
Manager
Lead
Image Source Unsplash

25. CMO
CCO
CXO
CGO
Marketing
Growth
Customer
Experience
CBO Brand
CCO Communications
COO Operations
GM General Manager
The Evolution Is
Under Jeff’s Nose
⬅ The roles all replacing the CMO
// @dannydenhard

26. 💭 Thinking & Spending Short
Term ⏱
// @dannydenhard
#RIPTOTHECMO

27. // @dannydenhard
• Tactical
• Channel Based
• Advertising
• Brand building
• Inspiring product
development
• Nudging to respond
• Video
• New channel
• More expensive
testing
Short Term Mid Term Long Term
✅ ❌
1 - 3 Months 3- 9 Months 1 Year PlusActions Tactics Strategy
Marketing Issues
Image Source Unsplash

28. // @dannydenhard
When was the last time you
heard or ran a campaign?

29. “In the a crowded
marketplace, fitting in is
a failure.
In a busy marketplace,
not standing out is the
same as being invisible."
- Seth Godin
// @dannydenhardImage Source Seth.blog

30. ⚠ Remember User Journey Isn’t
Under Marketing's Stewardship 👈
// @dannydenhard
#RIPTOTHECMO

31. 🤔 😁
New Customers Start If Perfect
// @dannydenhard

32. 🤔 😁
New Customers Start If Perfect
Marketing Product
Hand off
Not hand over
Hand off
Marketing
// @dannydenhard

33. 🤔 😁🤷 Highly Unlikely
= Marketing
Waste 💰
= Not Product’s
Fault
// @dannydenhard
If less than good experience

34. 😁🤷 Highly Unlikely
I got my
slippers
£3
Profit……
// @dannydenhard

35. 😁🤷 Highly Unlikely
I got my
slippers
£3
Profit……
// @dannydenhard
🤔 Jeff how many slippers do you need to sell for your budget increase ask? 🤔

36. 🤔 😁
New Customers Start If Perfect
// @dannydenhard
🤔
🤔
🤔
🤔
🤔
🤔Experience
Everyone craves a flywheel

37. Transparency
Problem
Action
Reaction
Transaction
// @dannydenhard
Reframing The Consumers Funnel
Rarely solved for
Rarely solved for
Business crave
Marketing can’t always track
Not really seen or heard
Customer decides what to do or buy
Demand for company & product

38. Aware and Compare
Create / Purchase / Use
Active
Success & Reuse
Retention
Upsell
Referral
Cross sell
Consideration
Look Familiar?
// @dannydenhard

39. Create / Purchase / Use
Active
Success
Retention
Upsell Referral
Cross sell
“I think I like these brands, lets think about it”
“Well I have started now, better do the job I want”
I use it, I reuse it,
“That did the job ok, should I bother using them again?”
Consideration
“The product seems about right, I think I know the brand”
Owner: Marketing
Owner: Marketing
Owner: Product
Owner: Marketing
Owner: Product
Owner: Product
Owner:
Product Marketing
Owner:
Product Marketing
// @dannydenhard
Ownership is 🔑
Aware and Compare

40. 📱operates in micro moments
🔰The funnel is ignored - it becomes task oriented
💁Mobile users demand “know me” anywhere, anytime
// @dannydenhard

41. Inactive user 😴
Vs
Re-acquire 💰
Two Real Issues
// @dannydenhard
Jeff which one is it?
Paid for retention
Image Source Unsplash

42. 💬 Marketing should be the strategic part of the
company, involved in the end to end customer
experience.
Pushing the messages, centralising, learning and
evolving the message + the product & the market.
Then bringing in all other departments 💬
My Belief
// @dannydenhard

43. The History Of Marketing
// @dannydenhard
#RIPTOTHECMO

44. @dannydenhard
1400’s 1900’s1800’s

45. Eras 1700s 1800s 1900s 2000s
Offline & Mass Marketing
Leveraging Movement
Targeted Advertising
Creative Era
Start of contextual ads
Targeting based on habits
Hyper-targeting aka over
personalised 🌍
Magazine & Magazine Ads
Posters & Ads
Billboards
Podcasts
Department Stores - Shop Windows
World Wide Web
Radio Broadcast
Smartphone Launch
Newspapers & Newspaper Ads
Cinema Advertising
Catalogues
TV Broadcast
Cable TV
Commercial Email
Mobile Launch
Train & Tube Ads
Conversation
Whats Next?
Community
// @dannydenhard
Product Placement
Ten year Marketing to
Advertising cycle ♺
18 Months Marketing to
Advertising cycle ♺

46. // @dannydenhard
Product placement has
been a staple since the
1880s & cycles back
around, just look out in
show you watch on
Netflix or in Friends
or Instagram
or YouTube…
Image Sources: Buzzfeed & YouTube

47. 29 Years Of
Constant Change
Conversation
Community
// @dannydenhard

48. Marketing struggled to adapt
to community and then
conversation
// @dannydenhard

49. Why?
Marketing has & is
hands off.
Community and
conversation is hands
on (and timely)
// @dannydenhard
1-2-1
1-2-Few
1-2-Many✅
❌
😒

50. Why?
⬇ Too many channels
😒 Power shift from Brand to Consumer
💵 Expensive, open, almost transparent
📲 ⬅
// @dannydenhard

51. 29 Years Of
Constant Change
Conversation
Community
// @dannydenhard
OverPersonalisedWorld

52. The over personalisation has forced the me
before the we.
Marketing struggled to be relevant or inspire
with the shift.
// @dannydenhard

53. New Advertising
Western World Order:
Google and Facebook
really did create magic
Google 🔎
- Serve free listings
- Free to search, free to compete
- Create + increase demand
- Buy more keyword
- Buy your own brand terms
- Buy other brands keywords
- Pay to Play
// @dannydenhard
Facebook 👍
- Build organic presence
- Build largest community of real people
- Build your community
- Buy targeting
- Buy better targeting
- Lose your organic brand and reach
- Pay to Play ➡ Pay More

54. Next Playing
Field
// @dannydenhard
Discover
Inspire
Buy natively
💴
💴
💴
Ads 💴 💴
If fails we will serve
New Offerings Costs
Its a new type of advertising tax
🆕

55. Did advertising become the
only way to work out how to
grow faster?
// @dannydenhard
Yes? No?💭 Jeff, what do you think? 💭

56. Creativity
Customer
Happiness
Traditional
Recent Marketing History
Digit
al
Traditional Digital
Traditional Digital
Traditio
nal
Digital
Real Marketing Dark Art’s
Big Bang
Marketing
Targeting everyone
Old School Target the right demo
TV + Untrackable Tracking Everything
Offline Online
Creative +
Trackable
Show Marketing
Messages Constantly
High
Lower
Lowest
Highest
High
High
Lower
Lowest
Late 1990’s
2020
// @dannydenhard

57. Why?
Doing the wrong thing
Saying the wrong thing
Selling the wrong thing
Product being off - poor service
// @dannydenhard
🤔 Jeff how do we defend ourselves against this? 🤔
Brands have never been as dilatable as they are today

58. Amazon have the best PR
strategy:
- Any move is written about
- Anything mentioned is a story
- Example: Drone Delivery
Their Promise:
Customer Centric won out
// @dannydenhard
Thanks to Amazon &
creating
“Prime Expectations”

59. Marketing Shifts
// @dannydenhard
#RIPTOTHECMO

60. B2B B2C
Product costing (unit economics)
Longer Product development cycle
is acceptable
Simple Product, Easy to use
Product wins
Value exchange essential:
Relationships (trust + influence)
matter greatly
Marketing led for usage and
adoption
Growth comes from sales and
partnerships
Growth comes from usage and
unlocking usage
Predictable Unpredictable - fickle
Limited competitors Huge number of competitors
Long cycle of relationship Short cycle of relationship
Now brought into the org like B2C
software - Slack, Dropbox, Zoom
Harder to get tractions - way more
competition
B2B Leveraging
B2C & Individuals
// @dannydenhard

61. The anytime anywhere
generation.
There are too many channels
and choices for consumers
Social Media is the dopamine
kick in my pocket we craved
The 📲 Kicked
& Killed
Marketing
// @dannydenhard
📱is in micro moments
🔰The funnel is ignored - it becomes
task oriented
💁Mobile users demand know me
anywhere, all the time
⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨

62. 🙏 Begging To Be Social
Friends
// @dannydenhard
#RIPTOTHECMO

63. 🙃 Craving &
Chasing
Platforms
Users 🙃
Social Network &
Communications
MAU’s
Facebook 2.41B
YouTube 2b
WhatsApp 1.5B
Messenger 1.3B
WeChat 1.1B
Instagram 1B
QQ 807M
LinkedIn 645M
Qzone 553M
TikTok 500M
Sina Weibo 465M
Pinterest 291M
Snapchat 203M
Twitter 139M
F
F
F
F
G
🎵 Jeff why aren’t we viral on Tiktok yet? 🎵

64. 😞 Why Is It Happening? 😞
// @dannydenhard
#RIPTOTHECMO

65. Everyone thinks:
1. Marketing is easy
2. Anyone can do it
- I have this idea
Why is this
happening?
// @dannydenhard

66. Marketing’s
Job
1. Awareness
2. Perception
3. Preference
// @dannydenhard

67. Marketing’s Job:
Awareness
Perception
Preference
🧠 Know
👍 Like
❤ Love
How we think about it
// @dannydenhard

68. There are too
many channels
and choices for
consumers
I Repeat
⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨
// @dannydenhard

69. 🔫 The Content - Marketing -
Ad Battle 🔫
// @dannydenhard
#RIPTOTHECMO

70. Zone Out
AdContent
📻
Content
// @dannydenhard

71. Make tea
AdContent
📺
Content
🚾 🍌
📱📱📱📱📱📱
// @dannydenhard

72. Podcaster voice
Might have to
try & remember
AdContent
🎧 Podcast 📱
Content
// @dannydenhard

73. Tune out
AdContent Content
So in its most basic form
// @dannydenhard

74. Content
Find something else interesting
Content
// @dannydenhard
Generally get mobile & open social
or answer those messages / pushes

75. Content marketing
Ad
Content
Content
🖥 The Web Became 👨💻
// @dannydenhard

76. Ad Blocker
Ad ☹
Content
Content value
exchange low.
Marketing & Ad
value exchange
pointless
Content
Content
Content
CTA 💀
// @dannydenhard
=

77. 🤔 Think About How & Who Makes
Decisions In Your Business 🤔
// @dannydenhard
#RIPTOTHECMO

78. Finance Strategy
Customer
Ops
CEO
Q: Who Is The Decision Maker?
Marketing
Or is it the…
// @dannydenhard

79. Finance Strategy
Customer
Ops
CEO
Q: Who Is The Decision Maker?
Marketing
Or is it the…
❌❌❌
❌
// @dannydenhard

80. Finance Strategy
Customer
Ops
CEO
Q: Who Is The Decision Maker?
Or is it the…
❌❌
❌
❌
// @dannydenhard
❌

81. How & Who?
How the duck
are you going to
influence the
decision maker?
// @dannydenhard

82. The Evolution Of Marketing
// @dannydenhard
#RIPTOTHECMO

83. Marketing
Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
Picked
Product
Using The
Product
Recommend
Or Reuse
Marketing
Customer
Touch Points
// @dannydenhard
Operations & Strategy

84. Marketing Product
Perfect Synergy?
// @dannydenhard

85. Product Marketing Dream
Marketing Product
MarketingProductEasy
Hard
Good Product = Easy Marketing
Poor Product = Impossible Marketing
💰💰
💰💰💰💰
Budget
// @dannydenhard

86. Product Marketing Dream
Marketing Product
MarketingProductEasy
Hard
Good Product = Easy Marketing
Poor Product = Impossible Marketing
💰💰
Budget
Product decay rate is a serial killer
// @dannydenhard
💰💰💰💰💰💰💰💰

87. Marketing Product
These rarely meet
This is a BIG problem
// @dannydenhard

88. The Evolution Of Marketing:
Content
// @dannydenhard
#RIPTOTHECMO

89. Limited Content
Hard to find content
More Niche content
Too Much Content
Pay for all content
All content free
Subscription based content
Paywalled Content
1900’s
Early 2000’s
2005 - 2014
2015 - 2017
2018 to Today
// @dannydenhard

90. Limited Content
Hard to find content
More Niche content
Too Much Content
Pay for all content
All content free
Subscription based content
Paywalled Content
1900’s
Early 2000’s
2005 - 2014
2015 - 2017
2018 to Today
⬅ This is when CMO’s starting having the issue
⬅ Targeting started to get more accurate, demographic based
⬅ Subscription fatigue is coming and will be real // @dannydenhard

91. Inherit content & beliefs
from parents
Newsletters
Forums
Blogs
Read what you can
Social Media
Stories
Newsfeed
The Evolution Of Content
& Reading Habits
Read what you were given
The Internet
The Mobile
Before we were born
Few thought leaders
Unknown thought
Leaders
Topic based
Thought Leaders
Influencers
Algorithmic Thought
Leaders// @dannydenhard

92. Views
Like
Follow
Traffic
Subscribe
Sales
// @dannydenhard
React
Did we fall for the
social misdirection?
Impressions1990s
2000s
Views mean
different things
to different companies

93. Leaks & Drops As A Tactic -
The Next Big Phase?
// @dannydenhard

94. 🤔 Product - Marketing -
Distribution - Luck? 🍀
// @dannydenhard
#RIPTOTHECMO

95. Distribution makes the
winner
Great Product does the
Marketing
Trusted Brands release more
Products
Great ProductTimeline of un-Marketing
Great Marketing
Great Brands Win
Low amount of competitors
// @dannydenhard
Great Messaging
More competitors
Price no longer a
differentiation
Pay to play
Tactical over strategic
thinking
Low Price to 0 Everywhere
Sub brands are treated just
as Products
Big brands shift to marketplaces
model & advertising
Cheap targeted
ads
Price of Marketing
increases - Influence decreases
Era: Crisis of confidence
Internet era
Mobile 1st era
Social & Apps
take over

96. 📰 News & Entertainment 📺
// @dannydenhard

97. @dannydenhard
News
Consumption
Word out mouth
📰 Newspaper
📻 Radio
📺 TV
Internet
Magazines
Forums
Word out mouth
Word out mouth
Apps
SMS
Social Networks
Instant Messengers
Blogs Blogs
Word out mouth
News LettersEmails +
Emails +
VideoYouTube
Before 1998
After 1998

98. @dannydenhard
Entertainment
Pre Internet
📰 Newspaper
📻 Radio
📺 TV
Magazines
Recent Times
Cinema
Books
DVD
On Demand DVD
Blogs
Social Networks
YouTube
Mobile on demand
Podcasts
On Demand Streaming
Theatre
Camera first social media
Created by
millions seen
by few to
multi millions
Highly produced
by few distributed
to many.
Controlled Media

99. Trust (+ Marketing)
// @dannydenhard
#RIPTOTHECMO

100. Jeff, What activity
or tactic worked?
Image Source // @dannydenhard

101. Budget - where
did it all go?
Image Source // @dannydenhard

102. Budget - where
did it all go?
Image Source
🤷 🤷 🤷
// @dannydenhard

103. Because targeting
increased doesn’t
mean it didn’t get
harder
Image Source // @dannydenhard

104. 1. Vanity Metrics
2. Not knowing the difference
between actions, tactics &
strategy
3. Having little to no influence over
Product
4. Knowing what activity moved
the needle
5. Not being able to say x = y
6. Letting other business owners
devalue Brand
CMO’s Problem
// @dannydenhard

105. Web Identity - Marketings
Fight 🥊
// @dannydenhard
#RIPTOTHECMO

106. // @dannydenhard
Follow Vs Friend

107. // @dannydenhard
Follow Graph Vs
Friend
Graph
Interest Graph Interest Graph
PeopleProfiles
CatfishesBots

108. // @dannydenhard
Follow Graph Vs
Friend
Graph
Interest Graph Interest Graph
PeopleProfiles
CatfishesBots
❔Do brands exist here? ❔

109. 💰Right Price Vs 0 Price 💵
// @dannydenhard
#RIPTOTHECMO

110. Pricing Problem
Chasing everyone else to 0
Not chasing and delivering
value
People pay for value
(or perceived value)
💰
// @dannydenhard

111. 🔮 The Future?
Disruptive Marketing 🔮
// @dannydenhard
#RIPTOTHECMO

112. No Logo Trend
Because brand
doesn’t matter?
Image Source: Imgur // @dannydenhard

113. BIC
Showing you are
human & have that
emotional connection
Image Source: BIC // @dannydenhard

114. Cadburys
Challenge the norm
or trend jack pop
culture
Image Source: Cadburys // @dannydenhard

115. The Army
17% increase in sign
ups by challenging
youngsters
@dannydenhardImage Source: Imgur

116. Greggs
Sausage Rolls are an
institution
+ Veganism is a trend
Sales increased 9.6%
@dannydenhardData Source: BBC

117. One Slight Issue,
Marketing Has To
Hand Off To Other
Departments &
Rarely Gets
Feedback
@dannydenhard

118. APART FROM FCK KFC
Imagine messing up
logistically this badly and
coming back this strong!
& Offering Beyond Fried
Chicken sold out in 5
hours
@dannydenhard>>>>>>> Image Source: KFC

119. The Way Of
Repacking Simple &
Obvious
Brands Sell
Dreams
// @dannydenhard

120. Apple
Making spending &
managing money
sexy again
Image Source: Imgur // @dannydenhard

121. Monzo
That coral card opened up
many wallets (but not as
much money). 💰
👏 TV ads drove close to 1
million card sign ups
Image Source: Monzo // @dannydenhard

122. Peloton
Build an Apple like great
product & a community
to validate fitness & £2k+
spend with SaaS pricing
Image Source: Peloton // @dannydenhard

123. You ordered
Dirty Lemonade
by SMS
Image Source: DirtyLemon // @dannydenhard

124. Is Secret Formula To Disruptive
Marketing?
// @dannydenhard
#RIPTOTHECMO

125. Brand + Creativity + Pop Culture
+ Timing
(& A Bucket Load Of Confidence)
// @dannydenhard

126. The Future Of Marketing?
// @dannydenhard
#RIPTOTHECMO

127. Marketing
Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
Picked
Product
Using The
Product
Recommend
Or Reuse
Marketing
Customer
Touch Points
⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨
// @dannydenhard

128. Marketing
Customer Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
Picked
Product
Using The
Product
Recommend
Or Reuse
Marketing Has To Own
End To End & Be The
Centre Of The
Relationship
// @dannydenhard

129. Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
Picked
Product
Using The
Product
Recommend
Or Reuse
Marketing
OR
// @dannydenhard
Marketing MarketingMarketing

130. Experience
Product
Customer Journey
Sales
Growth
Support
Commun
ications
Looking For
A Product
Aware
& Compare
Picked
Product
Using The
Product
Recommend
Or Reuse
Marketing
Marketing
turns into
Experience
// @dannydenhard
Marketing MarketingMarketing

131. Growth
Marketing
Experience
Product
Customer Journey
Sales
Support
Commun
ications
Looking For
A Product
Aware
& Compare
Picked
Product
Using The
Product
Recommend
Or Reuse
Marketing
Or Marketing is
consumed into
Growth
// @dannydenhard

132. // @dannydenhard
= No more Jeff
Image Source
❌

133. Have no fear!
Here is how marketers will win!
// @dannydenhard
#RIPTOTHECMO

134. H O W Y O U W I L L W I N
The number 1 reason why Marketing teams aren’t getting extra investment
or budget is trust, showing that numbers works & you know what worked
and how to continue more sales
3. Prove you win & drive sales
2. Influence the C-Suite ASAP
4. Take back ownership
5. Collaborate Successfully
7. Think Differently, Brand = Sales
8. Brand + Creativity + Culture
+ Time
1. Build trust NOW
Often you are only as good as your leader but get more senior buy in, work
with the CFO, CEO & importantly your Customer & influence intelligently
Marketing cannot confidently talk about how it wins, how it drives sales and
where worked, build it, understand it & show it
Marketing used to be known for owning and leading from the front, in
recent years not so much. Help take back the ownership and develop
campaigns that c-suite can brag about
Growth & Product influence far more than Marketing currently, collaborate with
Experience, Product and Growth. Win collectively
Feedback is a gift, however online is can be brutal and you should expect feedback
questioning you, your product and your people
= the best results (but it is essential to have a lot of confidence to release out into
the world
// @dannydenhard
6. Remember Strategy & Planning
Marketing have to take back telling the stories, selling the stories in and being the
leader in centralising the numbers & amplifying the success

135. Thank you 🙏
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// @dannydenhard
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