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Webinar Mast 060209 Final
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Webinar Mast 060209 Final

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Slides from a recent webinar I gave on the importance of investing in the right marketing capabilities.

Slides from a recent webinar I gave on the importance of investing in the right marketing capabilities.

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  • Quaero is both a thought leader and leading practitioner in building high performance customer relationship management and marketing effectiveness solutions for our clients

Webinar Mast 060209 Final Webinar Mast 060209 Final Presentation Transcript

  • Click to edit Master title style PLANNING FOR THE TURNAROUND Using MAST to diagnose and address marketing performance issues June 3rd, 2009
  • Click to edit Master title style Agenda  Introduction  Why Invest in Marketing “Capabilities” in Addition to Campaigns?  MAST Overview  Six Dimensions of High Performance Marketing  MAST Profiles – Company Snapshots  MAST in Action  From MAST to Roadmap  A Financial Services Case Study  Key Takeaways and Q&A © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 2
  • Click to edit Master title style Quaero Thought Leadership… …Combined with Execution Published book Quaero’s Six Dimensions “High Performance Framework places the customer Marketing” by Naras at the center of value growth and Eechambadi, Dearborn superior returns for a company © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 3
  • Click to edit Master title style Capabilities Amplify Impact of Marketing Spend “Want more bang for your marketing buck? Build your capabilities first.” Conducted with Emory University, Georgia State, the CMO Council, and Penn State’s Long-Term Institute for the Study of Business Markets Orientation Marketing Capabilities (Investment) Customer Strategic Orientation Performance Growth, Stock Marketing Short-term Expenditure Performance Marketing Mix Share, Brand © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 4
  • Click to edit Master title style … Leading to Short-Term Gains Strategy & Processes Short-term Performance Share, Brand Marketing Expenditure Marketing Mix © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 5
  • Click to edit Master title style But For Those Interested in the Long Term … Organizational 0.84 Alignment Marketing Strategy and 0.61 Strategic Expenditure Processes Performance Technology 0.20 Capabilities © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 6
  • Click to edit Master title style We See Clients Focus Their Spending On …  Strategy, Planning and Measurement Bigger  Spending enough time on strategy & targets, greater planning and basing decisions on data accountability  Consistently and transparently quantifying marketing’s contribution to the business  Deepening understanding of and focus on, their customers SHIFTING Diminished “Do more MARKETING value  Improving program investment effectiveness with less” LANDSCAPE perception  Organizational and Operational Focuses  Increasing capacity through greater efficiency  Shortening key process cycle times and Customer automation via solutions such as MRM behavior  Improving alignment with business partners  Automating or outsourcing campaign production tasks
  • Click to edit Master title style Lots of Choices … A Word About MAST  MAST = Market Survey Assessment Tool  A good way to objectively diagnose marketing performance specific to your organization  So you know where to start and how to proceed  Also provides the basis for trending over time and benchmarking  Surfaces and pinpoints differences in perspective across teams and levels © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 8
  • Click to edit Master title style ACTUAL MAST PROFILES Snapshots from a variety of organizations and industries
  • Click to edit Master title style Cross-Industry View Top priorities:  Improving and automating processes to create executional efficiencies Better  Bridging traditional organizational gaps  Doing more with data to inform strategies  Measuring the right things that the rest of the company Worse can relate to 2 = highly capable 1 = adequate -1 = significant weakness -2 = critical gap © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 10
  • Click to edit Master title style All Data, No Cohesive Strategy  Large financial services company  Focus on continual innovation Better and experimentation  Making full use of data  “Strategy” not a priority – tactics are king Worse 2 = highly capable 1 = adequate -1 = significant weakness -2 = critical gap © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 11
  • Click to edit Master title style Strategy with Manual and Fragmented Execution Better  Nationwide retailer  Robust strategy but locally focused on distribution network  Organizational tension between corporate and local Worse needs  Under-investment in technology 2 = highly capable 1 = adequate -1 = significant weakness -2 = critical gap © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 12
  • Click to edit Master title style Operating by “Gut Feel” Better  Technology giant  Healthy investment in technology  Paradoxically not making enough use of its data Worse  Struggling with measurement of marketing performance 2 = highly capable 1 = adequate -1 = significant weakness -2 = critical gap © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 13
  • Click to edit Master title style Strategy on Steroids  Advertising agency Better  No shortage of creative ideas  But lacking the executional capabilities to put them into practice (for itself or for its clients) Worse  Organization aligned around the creative process 2 = highly capable 1 = adequate -1 = significant weakness -2 = critical gap © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 14
  • Click to edit Master title style What Does This Tell Us?  Marketers face common challenges  But are starting from different places  They need to know exactly where to begin and how far to go on any one dimension for their specific organization  This will save wasted dollars and effort  And lead to better long-term results “I know where we need to get to but don’t know what we need to improve, and by how much, to get there” CMO, leading direct marketer © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 15
  • Click to edit Master title style MAST IN ACTION MAST Helps You to Build a Roadmap for Strategic Improvement
  • Click to edit Master title style Putting It All Together … © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 17
  • Click to edit Master title style MAST IN ACTION Emphasizing “thinking” over “doing” at a major financial services organization
  • Click to edit Master title style Reduction in Overall Effort  Implementation of process and automation recommendations significantly improved productivity and created the space to re- focus resources away from production on more impactful work: KEY STATISTICS VALUES Current Baseline Effort (days) 124.5 Target Post Implementation of Recommendations (days) 87.0 Savings Post Implementation of Recommendation (days) 37.5 Effort Reduction Opportunity (days) 30% Opportunity to reduce overall process effort by 30%
  • Click to edit Master title style More Importantly, Shift in Focus  However in addition to reducing overall effort, the focus also shifts away from Execution and Tracking and towards Planning and Learning: quot;Before and Afterquot; Activity Breakdown 60% 50% 40% 30% 20% 10% 0% Planning Execution Tracking and Analysis and Learning Reporting Current State Post Recommendations This increased both the efficiency and quality of targeting.
  • Click to edit Master title style KEY TAKEAWAYS © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 21
  • Click to edit Master title style Take the MAST! Springboard.quaero.com/MAST/ © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 22
  • Click to edit Master title style Key Takeaways  Understand your capabilities and decide what you need to improve (and what is good enough) to hit strategic goals  Perform a diagnostic assessment  Build a roadmap  Gap analysis  Investment focus areas  Business case  Metrics for success  Execute in bite-size chunks! © 2009 CSG SYSTEMS, INC. CONFIDENTIAL & PROPRIETARY 23
  • Click to edit Master title style ANY QUESTIONS?
  • Click to edit Master title style THANK YOU! Niall Budds Director, Marketing Operations niall_budds@csgsystems.com quaero.csgsystems.com Follow us on Twitter - @CSG_Quaero