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IBM Global CMO Study

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"Marketing people will need unique skills in the near future. They'll need to be capable of integrating marketing and IT -- like footballers who can kick with both feet." Jeroen de Punder, Chief Marketing Officer, Ricoh Netherlands

Foster lasting connections

Capture value, measure results


Carey Rountree, SVP, Sales & Marketing at Georgia Aquarium, describes an innovative anniversary contest about swimming with the sharks - whale sharks, that is. Georgia Aquarium used unique, existing assets to parlay marketing success into an ongoing revenue stream.

Chris Fehrnstrom, Chief Marketing Officer at Constellation Brands, manages the data explosion with three pillars. These include using one view of data, simple and common scorecards to measure key company activities, and a single technology platform to support analytics.

Sumit Sawhney, Vice President, Sales, Marketing & After Sales, General Motors India, describes the goal of creating “buzz around the brand.” General Motors creates conversations to connect with customers across a highly diverse country, aiming for people to love its brand.

Carey Rountree, SVP, Sales & Marketing at Georgia Aquarium, recognized a need beyond just teaching others what he knows. Georgia Aquarium now taps into knowledge of those truly immersed in the world of new media to stay current and find new ways to use social media.

Chris Fehrnstrom, Chief Marketing Officer at Constellation Brands, says hard winds are blowing for marketers, but that's the best way to test a sailor's mettle. Constellation Brands is integrating social CRM not just to talk to consumers, but to listen to them.

Chris Fehrnstrom, Chief Marketing Officer at Constellation Brands, says a corporate consolidation put marketing’s focus on delivering business results. The company intensified its training about what its brands stand for, what they mean to customers and how to sell them.

Sumit Sawhney, Vice President, Sales, Marketing & After Sales, General Motors India, says the customer relationship only begins with the car sale. General Motors has received industry awards and gained significant market share by making ongoing customer satisfaction a top priority.

Deliver value to empowered customers


Sumit Sawhney, Vice President, Sales, Marketing & After Sales, General Motors India, explains the focus on creating strong brand acceptance. General Motors is broadening its appeal by recognizing that both ambition and emotion are important to its target audience.

Carey Rountree, SVP, Sales & Marketing at Georgia Aquarium recognized that employees are a great source of ideas. Their daily face-to-face contact lets them know what guests want and helps differentiate the Georgia Aquarium: “We love being first…the biggest…the highest-attended.”