Maton Sonnemans Marketing3, 28 november 2007 Cracking the Entreprenurial Marketing Code

Cracking the Entreprenurial Marketing Code Today's marketeer: power or influence?

Cracking the Entreprenurial Marketing Code Would you put your own money behind it?

"Onze Marketing Afdeling is echt ondernemend" eens - 52% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) eens - 82% Marketeers oneens - 18% Overig oneens - 48%

Cracking the Entreprenurial Marketing Code C ONNECTED

Cracking the Entreprenurial Marketing Code

"Onze marketingafdeling heeft goed inzicht in wat er leeft bij de consument en in de markt" oneens - 25% Overig eens - 75% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) eens - 82% Marketeers oneens - 18%

Consumer Insights: know what makes consumers tick Insights to Create a compelling, contagious proposition How to be highly relevant for consumers How to change consumer behaviour How to be completely credible

Business Insights: how to exploit and strenghten your DNA Insights to use the assets of your company How to use and create core competences How to guide yourself by a small set of brand values How to create a fit with your company strategy

Market Insights: understand how to create a new category Insights to outsmart the competition How to challenge conventional wisdom How to solve one or more market imperfections How to find elements which are hard to copy

Cracking the Entreprenurial Marketing Code C REATIVE

"Op onze marketingafdeling worden creativiteit en innovativiteit sterk gestimuleerd en beloond" oneens - 60% Overig eens - 40% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 73% eens - 27%

Cracking the Entreprenurial Marketing Code Creative: Dare 2b Different Challenge market conventions: discover the 'Blue Ocean' Build on story telling and WoM: is your product buzzable? Seduce your consumers: create 'wannahaves' and brandfans

Cracking the Entreprenurial Marketing Code C ALCULATIVE

"Onze marketeers berekenen en weten vooraf en achteraf het rendement op marketingactiviteiten" oneens - 66% Overig eens - 34% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 64% eens - 36%

Cracking the Entreprenurial Marketing Code Calculative: Fact Based Prioritize key value drivers: from a long list to a short list Be accountable: plan and monitor your return on marketing Get support from the boardroom: show them the money!

Cracking the Entreprenurial Marketing Code C ONVINCING

"Als onze marketeers een plan hebben 'verkopen' ze dit met grote overtuigingskracht" oneens - 36% Overig eens - 64% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 27% eens - 73%

"Onze marketeers hebben de regie bij het ontwikkelen en doorvoeren van commerciële strategieën" oneens - 48% Overig eens - 52% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 27% eens - 73%

Cracking the Entreprenurial Marketing Code Convinced: taking the lead Act as if it is your own money: output instead of activity focused 200% believe in your idea and plan : in good and bad times Involve the complete value chain: from R&D to customer service and sales

Cracking the Entreprenurial Marketing Code

Competences & Requirements for the Entreprenurial Organisation CONVINCING CALCULATIVE CREATIVE CONNECTED LEADERS LONGER HORIZON TALENT PROJECT TEAMS

Cracking the Entrepreunial Marketing Code