Driving performance globally ag w notes

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Running a global business or function and achieving great results.
Chief Marketing Officer
CMO Conference, Zurich 2010

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Driving performance globally ag w notes

  1. 1. Driving Performance Globally Annalisa Gigante Key note, CMO Conference Zurich, 30 September 2010
  2. 2. Index • Essential • Universal • Transferable • Measurable • Targeted • Tips and Tricks • The CMOs agenda Annalisa Gigante, Driving Performance Globally, 2010
  3. 3. Essentials My background: • Executive Committee, CMO, Board Member • 20 years international management • Experience in Primary (Agriculture), Secondary (Life Sciences), Tertiary (HR Services) Industries • B2B and B2C Different roles and Industries help to identify what is universal, transferable, measurable, targeted... in other words: what is essential Focussing on growth means looking at 3 key areas: top line, margins, market capitalisation Annalisa Gigante, Driving Performance Globally, 2010
  4. 4. Source: photos matchingfoodandwine.com, Chanel 4 Different ways to be successful: • Heston Blumenthal is highly technical, precise and uses a myriad of ingredients and techniques • Jamie Oliver simplifies to the core This presentation is about simplifying to the core Annalisa Gigante, Driving Performance Globally, 2010
  5. 5. Universal Source: graphic IVC Media Ltd. Concepts Systems Processes Annalisa Gigante, Driving Performance Globally, 2010 When you have a global role, it’s critical to understand: • Which elements in your company can be transferred in different geographies • Which ones need to be adapted
  6. 6. Drill-down! • Same concept, different manifestation • Same impression, different meaning • Macro vs. micro metrics Source: photo fredericpatenaude.com Annalisa Gigante, Driving Performance Globally, 2010 Don’t stop at the surface! Different cultures will interpret things differently e.g. colours
  7. 7. Transferable… • Value Chain analysis • Innovation stage- gate process • Consumer insights • Pricing Source: graphics logisticsviewpoints.com, ebrandity.com Annalisa Gigante, Driving Performance Globally, 2010 These are the 7 management techniques that I have found the most valuable, and can ‘travel’ well in different geographies and different industries
  8. 8. …Transferable • Customer experience, simplification • Net Promoter Score • Six Sigma • what would you add here? Source: graphics callcenterhelper.com, Bain & Company, equinox- consulting.com, ct-yankee.com Annalisa Gigante, Driving Performance Globally, 2010
  9. 9. Measurable • Direct metrics: – Sales – Margins – Market Capitalisation • Derived metrics: – Impressions – Traffic – … • Marketing expenditure analysis • Developing metrics: - intangible asset valuation • Ex-post vs. ex-ante - Past performance - Visibility • Predicting trends Source: photo cookinglight.com Annalisa Gigante, Driving Performance Globally, 2010 Measurement is key! Have different metrics available to show different views of the business. Make sure you have a balance of back- ward looking and forward - looking data
  10. 10. Example: operating income number of customers operating income per customer new customers existing customers sales per customer costs per customer Metrics Marketing actions Increase Customer loyalty Attract new customers price volume production design Manage discounts Distribution Product Efficiency Annalisa Gigante, Driving Performance Globally, 2010 Make sure your metrics and output oriented. What do you want to achieve?
  11. 11. Targeted • Who is the customer? • What moves them to action? • Which trends impact them? • How clear is this to all the organisation? Source: photo freecoupons.com Annalisa Gigante, Driving Performance Globally, 2010
  12. 12. Tips & tricks to drive performance globally • Travel – Experience the market and customers – Solve problems – Develop teams • Focus on team engagement • Beware of possible misinterpretation – NPS Japan vs. Europe vs. Brazil • Don’t underestimate the importance of intangible assets – Brand valuation & Market Capitalisation • Accounting rules, Insurance Source: photo makingfriends.com Annalisa Gigante, Driving Performance Globally, 2010
  13. 13. Driving Performance Globally: The CMO’s agenda • Put customers first: find out what is universal or specific • Analysis & metrics • Change Management • Innovation • Influence • Team development Source: photo dianastephens.blogspot.com Annalisa Gigante, Driving Performance Globally, 2010
  14. 14. Annalisa Gigante, Driving Performance Globally, 2010

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