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Putting Accountability into Marketing

Putting Accountability into Marketing



Presentation as given to Communicatiekring Nijmegen in 2011

Presentation as given to Communicatiekring Nijmegen in 2011



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    Putting Accountability into Marketing Putting Accountability into Marketing Presentation Transcript

    • Marketing AccountabilityRonald VeltenDirector Marketing, Communication & CitizenshipThursday April 14th 2011
    • + + BDR -award dinner5
    • 1
    • + + BDR -award dinner = An unprecedented opportunity to transform the traditional marketing function into a powerful business driver13
    • Accountability.Is a behavioral thing with unprecedentedpossibilities enabled by a smarter planet
    • RAISE YOUR HANDIf you think marketing has an accountability problem
    • Accountability to the Business: Making MoneyWhich % of Which % time do Sr. Which % of Sales Which % of TVmarketers define Marketers spend on Promotions are advertisingclear objectives for their media strategy Unprofitable? campaigns generatetheir campaigns? (= largest budget negative ROI? item)?46% 2% 85% 82%WARC, 2007 EMM, 2005 UCLA, 2004 Deutsche Bank, 2004
    • 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
    • Houston, we have a problem
    • Marketers are faddish, irresponsible, …don’t think like business people …more akin to a recalcitrant child …McKinsey & Company, CEO/CMO Survey, 2005
    • Marketers: 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 ChurnCare about cars, stats and lunch Use jargon Slippery Expensive Cranfield University
    • Accountability,Something we must take seriously to sustain our function
    • Marketers say“Our campaign generates the branding and strong creative we need to differentiate ourselves in the marketplace.”The CEO/CFO wants to hear…“Our analysis shows us that our € 3 million campaign generated an incremental € 22.3 million in revenue. We can continue to generate ROI up to a € 4.5 million ad spend, generating an additional € 10.6 million in incremental revenue, at which point broad media advertising becomes saturated for our market.”Source: CFO vs. CMO Smackdown, PMD Professional, 2005
    • Accountability.It’s not about measuring as such, its about our effectiveness and efficiency
    • And yes …..You have to measure for it
    • OK …. And now
    • The greatest dangerfor most of usis not that our aimis too high andwe miss it, butthat it is too low andwe reach it -Michelangelo 3
    • 32
    • B.E. S.M.A.R.T
    • Marketers (and Agencies) need to show accountability & effectiveness, not just measurement Everything has a Key Performance Indicator (KPI) (without the above, Marketing gets The ROI Question)
    • Creating a culture of accountabilityAct as a proft center, not cost centerBe Outward-in oriented; Focus Your Business on the CustomerBe Trustworthy; Make Implementation HappenBe Business Savvy; Demonstrate Financial ROIBe Ambitious, and dare to admit failureStart now, start small
    • Demonstrate Financial ROIMarketing Accountability BUDGET ALLOCATION MEASURE & PREDICT Case: German insurance company Case: Indian Tea company, Greek Telco.
    • Make Implementation HappenMake deadlines & align employees, agencies, vendors, retailers, … Companies with aligned marketing & sales - grow 5.4 % faster - are 38% better at closing - loose 36% less of their customers MarketingProfs Benchmark Report 2005
    • Marketeers and agencies need to become a Swiss Army Knife • Planning confident • Implementation skilled Creative thinkers• Business savvy • Optimization focused • Analysis enthusiast
    • 6 steps to implement accountability1. Define the end-goal2. Define the in between milestones and KPIs3. Set-up a measurement system4. Set-up an governance structure5. Sustain the momentum6. Learn & Invest in skills
    • Ask yourself the following questions Relevance How do I add value to the business Alignment How do I proof that I am focused on the success of the business, not the size of my budget Rigor How do I get a fact-based, disciplined approach to strategy and execution49
    • Visit us at TheCMOSite.com Or contact me at
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