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Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations
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Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations

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Acquiring, developing and retaining marketing talent is a big challenge for many companies. …

Acquiring, developing and retaining marketing talent is a big challenge for many companies.

Being able to develop and apply strategic thinking while developing market-focused strategies is even more important in today’s fast-paced environment.

In this webinar, you will:

Discover the key principles of developing marketing excellence within an organization.
Learn how to leverage advanced marketing simulations to accelerate strategic marketing skills.
See how Dell is using this approach on a global scale as part of its Marketing Excellence initiative.
This webinar is presented by StratX, a global executive development firm, in partnership with Dell.

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  • 1. Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing SimulationsYou can listen to today’s webinar using your computer’s speakers or you may dial into the teleconference. If you would like to join the teleconference, please dial 1.408.600.3600 and enter access code 499 658 737 #. You will be on hold until the seminar begins. #CLOwebinar
  • 2. Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations Speakers: Philippe Latapie Partner, Managing Director StratX International Brennan Dell Director, Marketing Talent and Capabilities Dell Sebastien Lamiaux Director StratX International Moderator: Mike Prokopeak Vice President, Editorial Director Chief Learning Officer magazine #CLOwebinar
  • 3. Tools You Can Use• Q&A – Click on the Q&A panel (?) in the bottom right corner – Type in your question in the space provided – Click on “Send.” #CLOwebinar
  • 4. Tools You Can Use• Polling – The poll will appear on the right side of your screen – Select the best option for each question – Click on “Submit” #CLOwebinar
  • 5. Frequently Asked QuestionsWill I receive a copy of the webinar recording? YES Will I receive a copy of the slides? YES Please allow up to 2 business days to receive these materials #CLOwebinar
  • 6. Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations Mike Prokopeak Vice President, Editorial Director Chief Learning Officer magazine #CLOwebinar
  • 7. Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing Simulations Philippe Latapie Partner, Managing Director StratX International Brennan Dell Director, Marketing Talent and Capabilities Dell Sebastien Lamiaux Director StratX International #CLOwebinar
  • 8. Marketing Excellence: Developing Strategic Marketing Skillswith Advanced Business Simulations Engaging Business Simulations Action Learning that Drives Growth
  • 9. About StratX Our clients 40 Fortune 500 companies have hired StratX. 25 of the top 30 business schools in the world use STRATEGIC StratX simulations. THINKING 60+ countries around the world run StratX BUSINESS ACUMEN programs. Winning Behaviors that Drive Profitable Growth COMMERCIAL INNOVATION & MARKETING EXCELLENCE EXCELLENCE CUSTOMER CENTRICITYOur MissionEnable leaders to drive profitable growth 8
  • 10. Simulations Developed with Thought Leaders F. Simon Columbia University Professor Biobrand Launcher Simulation focused on new marketing models in biopharmaceuticals JC Larreche C. Kim and R. Founder of StratX Mauborgne and INSEAD Professor INSEAD Professors Marktsrat simulation Blue Ocean Strategy and many others focused simulation on customer centric focused on customer strategies value innovation 9
  • 11. Table of ContentsWhy Marketing Excellence?Dell example: how one leading companyis using a simulation-based approach todevelop its marketing know-how globallyMarketing simulations: what to expect andwhere to beginQ&A
  • 12. Poll 1: Triggers of Marketing ExcellenceCan you relate to the following challenges? Take the marketing function to the next level Differentiate in a maturing and competitive market Develop and retain marketing talent in global markets Help drive organic growth Maximize impact of upcoming launches Stimulate and orient innovation 11
  • 13. Trends Affecting Marketing Excellence InitiativesMarketing Excellence Initiatives seem more common now than 5 years ago The power of the customer is growing Markets are maturing and becoming more competitive Acquisitions and cost reductions are no longer sufficient Marketing’s role and impact on growth is increasing CMOs are in place in more organizations Customer insights can be the source of productive innovation, customer engagement and retention 12
  • 14. Two Levels of Marketing Excellence 2. Marketing as Leadership • To gain superior customer External understanding, capture customer insights, create leadership new markets, serve new customer segments Internal • To motivate and enable the rest of the organization to leadership adapt and contribute1. Marketing as a Profession Marketing excellence must develop marketing as a profession within the company 13
  • 15. Four Roles to Transform Marketing into a Strategic Function Source: Unleashing the Power of Marketing, HBR Review 14
  • 16. StratX Approach 15
  • 17. Table of ContentsWhy Marketing Excellence?Dell example: how one leading companyis using a simulation-based approach todevelop its marketing know-how globallyMarketing simulations: what to expect andwhere to beginQ&A
  • 18. About DellOur PurposeDelivering technology solutions that enablepeople everywhere to grow and thrive  We are a leading technology solutions provider for individual consumers through large enterprises in public and private markets  100,000+ employees across 40 countries with sales in 180 countries worldwide  Over 4000+ marketers worldwide in a cross-matrixed organization serving numerous customer segments and marketplaces 17
  • 19. The Situation in 2009 Difficult global economy Company branding and purpose transformation Focus on people strategy 18
  • 20. Marketing GapsInitial State Desired State• Little consistency in approach • Ability to reach consensus• Too tactical without factoring in • Alignment to create effective strategy strategy • Simple, repeatable, scalable• Analysis paralysis templates and tools• Over indexing on options • Evaluation of options & alternatives 19
  • 21. The Approach Background and objectives • Target population of 1500 senior staff marketers with goal to deploy to 35% per year • Program started early 2010 and has been held more than 30 times in North America, Europe, Asia and South America Course Overview • The program includes a 3-day live workshop format featuring:  The use of a strategic simulation developed by StratX  Conceptual sessions and frameworks, including processes  Application toward real-world Dell business issues  Corporate Responsibility  Social Media  Marketing Talent & Capabilities  Virtual version of the program  Continuous innovation of content and tools 20
  • 22. Impact“This course gives a great first hand on experience on how to run a corporation. Essential for every function in Dell, to relate to their contribution to the organization. ”“Best simulation I’ve had since business school.”“Great simulation based program. Refreshes need of collaboration and stimulates strategic thinking. ”“This is a must take course in the Dell training portfolio” 21 21
  • 23. Results More strategic mindset among marketers Strengthening of peer network Ability to leverage wisdom of crowd 22
  • 24. Table of ContentsWhy Marketing Excellence?Dell example: how one leading companyis using a simulation-based approach todevelop its marketing know-how globallyMarketing simulations: what to expectand where to beginQ&A
  • 25. Key Success Factors of a Marketing Excellence Initiative Top management support Strategic Perspective Top notch execution Constant monitoring and alignment Honing skills, shaping mindsets, inspiring behaviors 24
  • 26. Poll 2: Experience with SimulationsHave you ever used a computer based simulation before? Yes NoIf so, in which type of environment? Corporate University / Graduate School / MBA Other 25
  • 27. Why a Simulation?Learning RESULTS Impact Experience ACTION Experience-based BELIEF Case Studies Group Exercises UNDERSTANDING Discussions • Sharpen skills • Apply tools/ Lectures concepts KNOWLEDGE • Test strategies Reading Traditional • Build teams Level of Involvement 26
  • 28. 27
  • 29. The Simulation Process Strategy Results Company, Competitor & Market Analysis Information Group Discussion Integration of skills, perspectives and creative ideas Strategy Immediate Feedback Generation from SimulationTeams in indirectcompetition EvaluationIntensive teamworkPractice strategicanalysis and Decisiondecision making Makingskills 28
  • 30. Simulation Participants are Challenged to Formulate& Implement Customer-Focused Growth Strategies Customer Groups Plan Strategy Balance External & Internal Perspectives Resource Allocation Implement and Monitor Company Competitors 29
  • 31. So How Do You Begin?Define vision and objectives through a diagnosticAudit existing programs, resourcesIdentify target audience, budgetStart incrementallyEncourage emerging practices and celebrate earlysuccesses 30
  • 32. Key MessagesMarketing Excellence is more than just discretemarketing training programsMarketing Excellence is about marketing leadershipthat will– Drive a customer-centric mindset throughout the organization– Uncover new offerings and new market opportunities– Be a key contributor to the growth of the companySkills, mindsets and behaviorsSimulation can be valuable tool to jumpstart, reinforce oraccelerate 31
  • 33. Table of ContentsWhy Marketing Excellence?Dell example: how one leading companyis using a simulation-based approach todevelop its marketing know-how globallyMarketing simulations: what to expect andwhere to beginQ&A
  • 34. Poll 3: Next StepsI would like to: Receive a complimentary copy of Building Marketing Excellence article by StratX Receive a complimentary copy of the summary of The Momentum Effect by Jean-Claude Larreche Request a follow-up from StratX 33
  • 35. Q&A www.stratx.comBrennan_Dell@Dell.com Philippe.Latapie@stratx.com Sebastien.Lamiaux@stratx.com 34
  • 36. Join Our Next CLO WebinarDriving Your Organization’s Culture by Building Learning Relationships for Mutual Benefit Thursday, March 22, 2012 CLO Webinars start at 2 p.m. Eastern / 11 a.m. Pacific Register at www.clomedia.com/events Join the CLO Network: http://network.clomedia.com/ #CLOwebinar

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