The Global CMO Panel Interview: What do you believe is the most important factor in building a Global Marketing Strategy?
The Magazine August 2013 | 1
Marketing In Africa
Darrell Kofkin fgmn
Building A Global Marketing Strategy
Issue 6 | Volume 1
Svend Hollensen fgmn:
The Mantra For Today’s
Global Marketing Strategies
Value To Each Customer
The Only Pricing Strategy
That Really Works
Global CMO is the Official Magazine of Global Marketing Network, the
Global Body for Marketing Professionals. www.theglobalcmo.com
New Frontiers In
The Metamorphosis Of
20th Century Institutions
Anuja Prashar pgmn
8 | August 2013 Global CMO™
Experienced personnel are the magic and most important
ingredient in building a strategy that will produce the required
on par results and especially for outsized outcomes. Why
is it that experience generates the greatest impacts?
Besides obviously being able to craft and assemble all the
moving relevant parts in to a working synergistic whole,
experience also quickly dispatches with red herrings of all
strips and sizes of potential pursuits that will likely only
lead to dead ends at best or reversals at worst.
All of us have had our auto navigation systems ask us if
we wanted to take the most direct or the fastest route to a
certain location. The casual observer might wonder “What
is the difference?” Whereas the more experienced traveller
will know that DIRECT means shortest in DISTANCE,
whereas FASTEST means shortest in TIME. So very often
the two do not coincide and without experience one might
be lulled in to thinking one was as good as another. For a
short trip of 2 miles that might not matter much. But for a
marathon like a Global Marketing Strategy, sprinters (aka
the less experienced) will find themselves soon looking for
new jobs when theirs comes to an all too soon demise
when the short run does not produce the results to keep
their firms growing at the competitive rate.
Welcome to The Panel.
In this, the first of a regular feature, we hear from current
Marketing leaders in the C-Suite and beyond. They share
with us their own thoughts on the topics, tactics and
strategies we as Marketers, all want to know more about.
This Month’s Question:
What do you believe is the most
important factor in building a
Global Marketing Strategy?
Chief Marketing Officer,
Tata Consultancy Services
(TCS) Financial Solutions
Do you have a question you would like some
thought leadership on?
Would you like to join our panel?
Contact us at ThePanel@theglobalcmo.com
The Magazine August 2013 | 9
That is an organisations ability to “think global, but act
local.” Generating localized marketing messages at scale is
no problem if you have an unlimited budget and personnel,
but that is not reality.
That means you’re going to need to leverage technology
with existing local staff. Marketing Resource Management
systems that facilitate the creation of templates at the
corporate level that can then be localized by field sales is
an example of how to meet the challenge of marketing a
global brand at a local level.
First, scalability is really important because you can’t
possible start from scratch every time you add a new
territory or product to the strategy. You need to build
templates and I strongly believe in the 70-20-10 approach:
70% of time should be spent re-using strategies and
campaigns that have been tried and tested in other
markets; 20% of time should be focused on specific local
activities; and 10% of time should be spent looking for the
next BIG idea, preferably a big idea that can be applied to
Second, local relevance is crucial. Without it, your brand
remains “foreign” in any market apart from the one where
it was created and you reduce your addressable audience
too much. Again, local relevance has to be scalable, so
you should create a best practice handbook on how to
tackle a market with specific characteristics based on past
experience. I really believe in co-marketing partnerships to
bring local relevance to a foreign brand. Being introduced
in a new market by a local player who is already trusted by
local users is very powerful.
VP Marketing EMEA,
A View From The C-Suite
Chief Marketing Officer,
72 | August 2013 Global CMO™
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