ABOUT GLOBAL CMO

Digital Transformation has changed the dynamics of the modern marketing playbook. As entire business routes get disrupted, many CMOs are spending more money on technology than their Chief Information Officers (CIOs) and Chief Technology Officers. As a result, marketers find themselves leading their marketing teams through a period of change that has permeated all sectors.

In this new environment, what can a CMO do to stay ahead of the curve? Global CMO seeks to answer that question, with insights from interviews with 18 leading CMOs responsible for taking their brands into the future across drastically different markets.

The brands represented in this book span several sectors, from CPG leaders such as Coca-Cola and Colgate-Palmolive; to financial giants like Mastercard, Bank of America, and Citi; to leading technology companies, including GE and Samsung. Even though they all face a different set of challenges, there are many common threads running throughout their interviews.

This is a playbook for building a modern marketing organization.

In the following chapters, we explore how digital trends such as e-commerce, martech, adtech, big data, and shifting agency models are shaping CMO’s global strategies, as well as how they are dealing with competition, disruption, and building a learning organization for the future. In the telling of these stories, we reference real-world examples and insights from the major global brands that participated in the development of this book.

Meet the CMOS

CHAPTERS

Covers insight on today’s digital landscape, the state of digital disruption, and the challenges facing the global CMO.

CMOs face many types of competition in today’s landscape, whether it be internal competition or external competition.

E-commerce has proven to be the fastest growing sector in a massive shift towards integrating technology into both business and marketing strategies.

Of the many marketing tools CMOs need to have under their belts during the shift from traditional to digital channels, big data analytics is one of the most important, and most challenging to get right.

See how marketers can harness the rapidly changing technology landscape, to advance the entire company’s agenda in a sustainable and measurable way.

The rapid push toward integration and the fragmentation of the marketing and media landscape has significantly altered the client-agency working model.

Asia is an incredibly large region that can create both opportunities and challenges for global companies trying to stay consistent across regions, and for regional marketers looking to expand.

From finding the right KPIs to tracking a campaigns success, it is impossible to improve without having some concrete data to analyze what’s working and what’s not.

Marketing organization is very different from the days of the advertising Mad Men, including the evolution of awareness, interest, consideration, and preference when it comes to marketing.

As new technologies enter the market and disrupters continue to spring up and challenge entire categories to think fast, traditional  marketing organizations have to be thinking two steps ahead.

Global CMO
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MEET THE CMOS

Meredith Verdone

Bank of America

Maryam Banikarim

Hyatt Hotels

Linda Van Schaik

Shell

Juliana Chugg

Mattel, Inc.

Jennifer Breithaupt

Citi

Francisco Crespo

Coca-Cola

David Timm

Pizza Hut

David Roman

Lenovo

Axel Schwan

Tim Hortons

Andrew Clarke

Mars

Andres Kiger

Converse

Mukul Deoras

Colgate – Palmolive

Peter Nowlan

Four Seasons Hotels and Resorts

Raja Rajamannar

Mastercard

Syl Saller

Diageo

Theresa Agnew

GSK Consumer Healthcare

Younghee Lee

Samsung

MEDIA

Forbes, Global CMO

The Chief Marketer’s Role In Digital Transformation: Q&A With ‘Global CMO’ Author Greg Paull
Jenny Rooney of Forbes CMO Network speaks to R3’s Co-founder and Principal, Greg Paull, about Global CMO, its impetus and its focus, and what all CMOs can learn from his research.
Read the full article on Forbes

The Marketing Journal, Global CMO

“The Global CMO” – An Interview with Greg Paull
R3’s Co-founder and Principal talks to The Marketing Journal about Global CMO, the impact of digital transformation on the role of marketing, and what a CMO can do to stay ahead of the curve
Read the full article on The Marketing Journal