The New CMO: Strategist, Technology and Visionary

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MarTech and the Decade of the CMO How the Software Revolution will Grow 10X in 10 Years By Ashu Garg General Partner, Foundation Capital

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1998 1999 2002 2006 2009 2011 2010 2011 2012 2013

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This is the Decade of the CMO

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10x in 10 years

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Buyer Behavior Has Changed From few media voices to infinite media choices Dictation to conversation From one funnel to infinite paths to purchase From right brain to left and right

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From Few Media Voices to Infinite Media Choices

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From Dictation to Conversation

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From Right Brain to Left and Right

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From One Funnel to Infinite Paths to Purchase

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10x in 10 Years with $12B to $120B Tech spend as % of total marketing spend Source: Includes IDC, Magma Global, and Foundation Capital estimates $B 12 44 121

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Behind every great marketer is a great framework

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5 Keys to Unlocking the Decade of the CMO All Hail King ROI Hire Math Men, not Mad Men Publish or Perish Mass Personalization is Not an Oxymoron Close the Deal

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CMOs will be able to model the business impact of their proposed marketing investment All Hail King ROI

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All Hail King ROI Challenges Attributing revenue to specific marketing actions Unifying ‘identity’ across devices Bridging the gap between the online and offline experiences

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The new RFP in media buying will be Really Fast Platforms Hire Math Men, not Mad Men

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Hire Math Men, not Mad Men Challenges Programmatic advertising lacks transparency and “brand safety” Limitations in spot buys and digital media Agency can lack requisite skills with outdated business model

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CMOs will gain consumers’ trust by providing relevant, authentic, and engaging content Publish or Perish

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Publish or Perish Challenges Creating authentic content at scale across formats Distributing across fragmented channels and measuring engagement Identifying, leveraging, and nurturing advocates

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Instead of connecting with a million people at once, brands will connect with one person – and do it a million times over Mass Personalization is Not an Oxymoron

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Mass Personalization is Not an Oxymoron Challenges Expensive at scale especially in real-time Insufficient data about users for brands to deliver truly customized experiences Protecting consumer privacy

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Marketing will evolve from just being demand generation to driving revenue and growth. CMOs will predict who will be customers, find them, and in this decade, close the deal. Close the Deal

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Close the Deal Challenges Aggregating identifiable information across all relevant channels Addressing privacy concerns Surfacing relevant insights at the right time to close the deal

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www.foundationcapital.com/decadeofthecmo • Email us: FC-Marketing@FoundationCap.com

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Email Foundation at: FC-Marketing@FoundationCap.com Email AdRoll at: delight@adroll.com