I already had the opportunity to tell you how much I liked your presentation. In fact I used it in a recent discussion at the club of Marketing directors of the IT sector (CMIT) in Paris a few weeks ago. The link is still hidden but will soon be revealed on the home page:
walter.Dermul BrandCoach, brand strategy consultant at BrandCoachAn insightful presentation. I think the marketing image problem has to do with more than only the lack of accountability. But it surely doesn't make the problem smaller ! To me, marketing in general is in a fundamental change. All the marketing paradigms are under scrutiny. But CMO's don't get the time nor the support to experiment / think. The role of the CEO in a market driven organisation is overwhelming. But as long as there's only a passion for next quarter's figures, the longer term brand vision will only be treated as an orphan. An interesting read : McKinsey's article on 'The evolving role of the CMO' : http://www.marketingpower.com/content1714993.php5 years ago
Reflecting on Marketing AccountabilityPresentation Transcript
On Marketing Accountability A Reflection FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)
FUTURE LAB
Alain Thys: Jekyll or Hyde ?
As a retailer/VC/entrepreneur:
Double digit ROI
As a marketer:
Close to € 100,000,000 spent to date, and very little to show for it
If you think marketing has a corporate image problem FUTURE LAB
Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey CEO/CMO Survey FUTURE LAB
The average tenure of CMOs in consumer markets is 23, 15 or 12 months . Spencer Stuart FUTURE LAB
Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. FUTURE LAB Philip Kotler
Marketers are frivolous and difficult to approach FUTURE LAB Australian Society of Certified Public Accountants
FUTURE LAB Cranfield University Withhold research Take credit for other’s work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive
If you think marketing has a corporate image problem FUTURE LAB
FUTURE LAB
Who Killed Marketing? A Forensic Investigation FUTURE LAB Photo by ~billysriotgirl0404
Don’t shoot the messenger Bloody Uncomfortable Confronting FUTURE LAB
FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
WARC, 2007 Which % of marketers define clear objectives for their campaigns? 46% Which % time do Sr. Marketers spend on their media strategy (= largest budget item)? 2% EMM, 2005 Which % of Sales Promotions are Unprofitable? 85% UCLA, 2004 Which % of German TV advertising campaigns generate negative ROI? 82% Deutsche Bank, 2004 FUTURE LAB Accountability to the Business: Making Money A Forensic Investigation
The Reasons: Differing Strategies within the organisation Lack of integrated planning Resistance to Change Unco-operative Retailers Lack of Internal Communication Misalignment between Marketing & Sales Turf Battles Organisational Silos … Source: reveries.com survey, July 2005 – n = 198 US marketers FUTURE LAB Accountability to the Business: Implement Plans A Forensic Investigation
Over 80% of the ROI of any Marketing Strategy/Initiative is left to chance
31% of projects are canceled before completion
53% of projects cost nearly double of original estimates.
only 16% of projects come in time and budget.
Source: Management Centre Europe FUTURE LAB Accountability to the Business: Implement ... At All A Forensic Investigation
FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
ACNielsen, E&Y, 2005 Which is the failure rate of US Consumer Products? 95% Which % of CEO’s believe their brand provides superior customer experience 80% Bain & Company Which % of their customers actually agree? 8% Bain & Company Which % of Germans are irritated by TV advertising GfK Marktforschung FUTURE LAB Accountability to the Customer A Forensic Investigation 78% 88% PVR users adskip
FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
CASE: 25% of all bottled water in the world crosses national borders. FUTURE LAB Accountability to the World: Environment A Forensic Investigation
Fiji – New York : 13,000 km by boat & truck
50% of wholesale cost = transportation
1 million bottles/day = own electricity generation in “pristine” Fiji
>50% inhabitants do not have reliable drinking water
2 liters of water to wash/rinse 1 liter bottle before filling
Truck in CO2 from volcanic springwater in Tuscany
http://www.youtube.com/watch?v=grH1gK1TpW0 (30 second edit) http://www.youtube.com/watch?v=9uUqPj7FLBE (45 second edit) Abroad At home FUTURE LAB Accountability to the World: People A Forensic Investigation
FUTURE LAB In Your Communication: Neutrality Accountability to the World: People A Forensic Investigation
Do you really believe in what you do? Or do you wear a mask? FUTURE LAB Accountability to the World: The Self A Forensic Investigation
SUICIDE Who Killed Marketing? FUTURE LAB Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
How can you avoid it happening to you? FUTURE LAB
http://www.youtube.com/watch?v=9MaKHxsGZ-A&mode=related&search= Tom Knows FUTURE LAB
Be Accountable to the business, the customer, the world “ Drive” or prepare to “Be Driven” FUTURE LAB
MEASURE & PREDICT BUDGET ALLOCATION Case: German insurance company Case: Indian Tea company, Greek Telco. Demonstrate Financial ROI FUTURE LAB Accountability to the Business
Make Implementation Happen Align employees, agencies, vendors, retailers, …
“ Companies with aligned marketing & sales
grow 5.4 % faster
are 38% better at “closing proposals”
churn 36% less of their customers
MarketingProfs Benchmark Report 2005 FUTURE LAB Accountability to the Business
FUTURE LAB Focus Your Business on the Customer Accountability to the Customer Create Meaningful Propositions Communicate with Respect, Insight, Passion Customer Delight at all Touchpoints
Life Cycle Assessment Create a win-win Aspire Neutrality Demonstrate the Profitability of Caring Accountability to the World FUTURE LAB
Challenge what has stopped making sense Look in the Mirror, Every Day... Accountability to the World FUTURE LAB
Heavy FUTURE LAB but inescapable to address its image problem, marketing needs to become more accountable ... Conclusion: The Tools Exist ... The Choice is Yours
FUTURE LAB To experiment with, learn about and act on marketing accountability: [email_address] SEPTEMBER 2007: M ARKETING A CCOUNTABILITY E X PERIMENTATION LAB (MAX)
Yann Gourvennec
I already had the opportunity to tell you how much I liked your presentation. In fact I used it in a recent discussion at the club of Marketing directors of the IT sector (CMIT) in Paris a few weeks ago. The link is still hidden but will soon be revealed on the home page:
http://ygourven2.online.fr/webcom/cmit/html/index10.htm
5 years ago
To me, marketing in general is in a fundamental change. All the marketing paradigms are under scrutiny. But CMO's don't get the time nor the support to experiment / think.
The role of the CEO in a market driven organisation is overwhelming. But as long as there's only a passion for next quarter's figures, the longer term brand vision will only be treated as an orphan.
An interesting read : McKinsey's article on 'The evolving role of the CMO' : http://www.marketingpower.com/content1714993.php 5 years ago