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This presentation is about management change and change management. Corporations are facing increasing difficulties due to ever more complex business environment they are not equiped to handle at …

This presentation is about management change and change management. Corporations are facing increasing difficulties due to ever more complex business environment they are not equiped to handle at increasing speed and creativity has become a new management imperative. This change will require stronger focus on customers and extreme change in ecosystems serving management and CMO especially. This presentation is about priorities and journey we are already entering..

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  • 1. Management in crisis - New planning and Future CMO Toni Keskinen, Marketing Architect Toni.keskinen@toinen.fi +358 50 5522276© Toinen Helsinki 2012
  • 2. The management is challenged by accelerating change, complexity and creativity demand Key findings: 1.  The World’s private and public sector leaders believe that a rapid escalation of “complexity” is the biggest challenge confronting them. They expect it to continue – indeed, to accelerate – in the coming years 2.  They are equally clear that their enterprises today are not equipped to cope effectively with this complexity in the global environment 3.  Finally, they identify “creativity” as the single most important leadership competency for enterprises seeking a path through this complexity. IBM CEO study, 1500 interviews in 2010© Toinen Helsinki 2012
  • 3. “The threats and opportunities aren’t just coming at us faster or with less predictability; they are converging and influencing each other to cerate entirely unique situations. The first-of-their-kind developments require unprecedented degrees of creativity – which has become a more important leadership quality than attributes like management discipline, rigor or operational acumen.” Mr. Samuel J. Palmisano, Chairman, President and CEO of IBM Corporation© Toinen Helsinki 2012
  • 4. Management has difficulties combining.. Topsight with Insight© Toinen Helsinki 2012
  • 5. Average management view: DRIVING IN THE DARK© Toinen Helsinki 2012
  • 6. Average management view DIFFERENT PERSPECTIVES Marketing dept/CEO (future) Sales/customer services/analytics (now) CFO/HR/Research (past)© Toinen Helsinki 2012
  • 7. Fractured data use – Blindspots Weight Own/competitor Own/competitor Own/competitor Monthly Quarterly Annual report P’n’L P’n’L P’n’L Co-creation/ Open innovation CSAT/ VOC CRM Own personnel Scoring salesreport RFM On-line Tracking Modeling Analytics Mystery- Realtime: shopping Automatic- optimization Campaign analysis SoMe Time Monthly Quarterly Annual Diciplined and capsuled information result blind spots and do not offer optimal value. There is no story in the data© Toinen Helsinki 2012
  • 8. Combined data = Story & insights Weight Monthly Quarterly Annual report P’n’L P’n’L P’n’L Realtime: Automatic- CRM Co-creation/ Scoring salesreport RFM optimization Open innovation Modeling On-line Tracking, research Mystery- CSAT/ Analytics shopping VOC SoMe Campaign analysis Time Combined data that is open for all decision makers, tell much richer and more valuable story and increase the value of information© Toinen Helsinki 2012
  • 9. REALITY CHECK: IN BUSINESS YOU ARE ALWAYS DRIVING IN THE DARK YOU CAN GET BETTER LIGHT, BUT NEVER DAYLIGHT© Toinen Helsinki 2012
  • 10. WHAT’S HAPPENING IN THE BUSINESS ENVIRONMENT?© Toinen Helsinki 2012
  • 11. Customer relationships and insights aremore important than ever due to.. TRANSPARENCY DATA EXPLOSION UNPREDICTABILITY: PRIVACY & OTHER LIKELIHOOD OF REGULATION BLACK SWANS FOCUS SHOULD BE:FROM MEDIOCRISTAN CUSTOMER BEHAVIOR TECHNOLOGY TO EXTREMISTAN CHANGE AND COSTS DOWN CHANGE SCENARIOS GLOBAL OPPORTUNITY INTERDEPENDABILITY DEMOCRACY REAL TIME TRUST VS. REQUIREMENT OPPORTUNISM© Toinen Helsinki 2012
  • 12. SO, WHAT IS THE FUTURE ROLE OF MARKETING AND CMO?© Toinen Helsinki 2012
  • 13. Demand for accountability – The key here is the corporate management acceptable marketing investment model = accountability and business cases – Marketing has been a rogue spending area in corporations without direct accountability for financial results. Managing liquid investments worth several percentages of corporate turnover/year (P&G 9-11%) must be held accountable and responsible – Every single business investment area is held liable for profitability and accountability apart from advertising and marketing. – Because real accountability is becoming possible, it will be demanded. Period.© Toinen Helsinki 2012
  • 14. CMO has the best combination of customer and business understanding – CMO has a role between corporate strategy, operations, and customer understanding – CMO is responsible for constantly analyzing and tracking the brand’s success and perception in the market compared to other brands and players: how the market works from the customer point of view – CMO should know how different strategies influence customer behavior, loyalty and consequently business – CMO has resources to allocate and he can react in both brand related issues and tactical sales – CMO’s job is to make the money work for the company and invest in any purpose resulting profits, growth and competitive advantage© Toinen Helsinki 2012
  • 15. Why do companies exist? - To serve their customers CMO’s current order of priorities: 1.  Find, reach and feed new customers 2.  Convert them to buyers 3.  Keep and grow the value of each customer 4.  Create such a great experience and high value that customers are voluntarily spreading the brand with recommendations© Toinen Helsinki 2012
  • 16. Corporate interest = CMO’s focus New order in priorities (bottom up): 1.  Most accountable growth from customers and their lifetime value including customer experience 2.  Strongest growth of customer base from increased conversion rate 3.  Other market – non customers, is least accountable. Real time marketing, result based business models and analytics increase ROI© Toinen Helsinki 2012
  • 17. FUTURE CMO – CATALYST FOR CHANGE Marketing and sales Strategy, offering, Customer research and operations behaviour analytics Future Business and internal CMO information Customer CEO CFO Market and CMO CSO Business HR etc. view Marketing profitability optimisation (Everything is Insights Translation of customer marketing: product, pricing, behavior to corporate strategy distribution, customer and operations management experiences, organisation, promotions, reclamations…) Futurecmo.org© Toinen Helsinki 2012
  • 18. CMO – Portfolio manager responsible forAllocation and Attribution MARKETING PORTFOLIO Sync PRODUCTS CUSTOMER AND PORTFOLIO SERVICES PORTFOLIO© Toinen Helsinki 2012
  • 19. ECOSYSTEM VIEW? Convergence, re-structuring, new specialist diciplines.. Change in balance of power and influence© Toinen Helsinki 2012
  • 20. Integration of knowledge and diciplines will be inevitable = Co-creation and co-operation + completely new game changers (Black Swans) CREATIVE CONSUL- IT AGENCIES TING MEDIA EDUCATION AGENCIES CMO & BOARD OF RESEARCH MEDIA DIRECTORS & BRAND = HOLISTIC ENTITY ANALYTICS Likelihood: the ecosystem players will create new coalition propositions and value creation methodologies in Symbiosis© Toinen Helsinki 2012
  • 21. Convergence of ecosystem and silos •  Goals: Managing with knowledge and accountability •  CMO should be responsible creating a nervous system for corporate portfolio management (customers – marketing – products and services): Limbic system = capability to react automatically to individual customer’s and marketing opportunities and needs guiding and steering operations in any given customer interface Cortex = Intelligence and analysis of the market, foresight and scenarios •  Components and partners supporting internal organisation: IT infra: data capturing, warehousing and management, automatization Portfolio management: Marketing – customers - products and services Analytics and insights, scenarios and strategy Execution capabilities proactively and reactively Innovation and development: services, products, distribution, networks, operations, partnering and communications Brand = Company as a holistic entity© Toinen Helsinki 2012
  • 22. CHANGE WILL BE AN ADVENTURE WE ARE ENTERING ALREADY = OPPORTUNITY and INSPIRATION© Toinen Helsinki 2012
  • 23. Check outfuturecmo.orgfor more
  • 24. THANK YOU Toni.keskinen@toinen.fi +358 50 55 22276© Toinen Helsinki 2012

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