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0906 CEOs Marketing Team


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This presentation will take us through the marketing function, starting with challenges within the marketing career itself, considering marketing best practices, our own research plans in this area and some best practice case histories, as well as touching on the role of the CEO’s growth team.

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0906 CEOs Marketing Team

  1. 1. Chairman’s Series on Growth Asia Pacific Edition The CEO’s Marketing Team: Spearheading Profitable Growth June, 2009
  2. 2. Today’s Presenters Craig Baty Michael Buchholz Global VP, IT Practice VP Marketing, Asia Pacific Frost & Sullivan Frost & Sullivan Today’s Moderator: Hwee Har Tan Marketing Manager, Asia Pacific Frost & Sullivan
  3. 3. Agenda 1. Poll Results from Last Months AP CSG 2. Overview: Where We Are in the Series 3. Challenges to the Marketing Career 4. Marketing’s Role on the Growth Team™ 5. Case History: Marketing Best Practices 6. Marketing Best Practices Thought Leadership Model 7. Serious About Growth: Next Steps
  4. 4. Polling Responses from April APAC CSG Does your company currently have a culture focused on Growth, Innovation and Leadership? Yes 66.6% No 33.3% What challenge(s) does your CEO and/or management team face in developing and creating a culture of Growth, Innovation and Leadership? The CEO doesn’t have the required leadership skills 66.6% Getting the entire team on the same page 33.3% Eliminating the ‘not invented here’ or the challenge of evolving silos 66.6% Lack of visionary skills to develop a powerful growth strategy 33.3% Lack of time to engage in the required growth workshops 66.6% Lack of budget to travel to GIL and or invest in long term growth 33.3%
  5. 5. The Growth Acceleration System
  6. 6. CEO's Growth Team Building Teamwork and A Culture of Growth Innovation & Leadership
  7. 7. Internal Challenges for the Marketing Function Marketing’s insular focus and reactive behavior relegate it to a highly operational role that provides minimal value to the CEO’s Growth Team. Situation Resulting Challenge Operational issues dominate the agenda - Soft ROI – budget constraints; undervalued by CEO and executive team Lack of goal alignment between marketing and - Combative relationship – weak integration with sales sales goals Lack of integration with R&D - Higher risk product strategy – miss market demand Lack of input to growth pipeline - Growth pipeline is overly dependent on new product development for growth
  8. 8. External Challenges for the Marketing Function Without a 360 Degree Perspective, Marketing can provide minimal value to the CEO’s Growth Team.™ Situation Resulting Challenge Technology of marketing is accelerating - Increased pressure on marketing to leverage Best Practices for growth Changing economic and political landscape - Assess future growth pipeline - Puts your current growth strategy at risk Increasingly competitive markets - Offer comprehensive picture of competitive landscape - Prepare company to address competition Smarter customers with shorter attention spans - Build accurate audience profiles with effective messaging
  9. 9. Marketing: Relationship with Leaders CEO CEO/Leadership Marketing Marketing Role CEO’s Role • Responsible for generating growth opportunities • Open-minded, willing to explore, nurturing of and ideas innovation • Instrumental in communicating growth strategy • True collaboration with marketing and vision to internal team • Supports GIL (Growth, Innovation and • Communicates to Growth Team™ on progress Leadership) Culture, open forum of vision • Clearly communicates objectives and vision • Facilitates strategic communication within • Provides time and budget for long-term strategy Growth Team™ • Inspires, nurtures and unifies Growth Team™ • Supports growth implementation to create and achieve vision
  10. 10. Marketing: Relationship with Competitive Intelligence CI Competitive Intelligence (CI) Marketing Marketing Role CI’s Role • Drives Competitive Intelligence programs to • Best Practices within CI function ensure successful growth opportunities • Proactive not reactive • Ensures CI is aligned with Growth Team™ • Supports diversification opportunities on competitive landscape for growth • Expands CI to all roles on Growth Team ™ and all projects
  11. 11. Marketing: Relationship with Market Research Market Research Market Marketing Research Marketing Role Market Research Role • Identify key customer/consumer and • Develop research agenda focused on growth marketplace information gaps needed to opportunities drive growth strategies • Synthesize disparate sources of information • Prioritise key growth customer segments for to evaluate opportunities evaluation • Generate “voice of the customer” insights • Collaborate with Market Research to embed • Support decision making by Marketing with customer insight into new product data and insights development, marketing communications and strategies
  12. 12. Marketing: Relationship with Corporate Strategy/Development Strategic Business Development Corporate Strategy/ Development Marketing Marketing Role Corporate Strategy/Development Role • Responsible for increasing Corporate • Generate and evaluate growth options for the Strategy/Development activities company • Creates communication system to optimise • Collaborates on ideas, opportunities, visions collaboration and strategies • Aligns short-and long-term ideas • Connects short- and long-term visions • Provide long-term growth ideas for Corporate • Be measurable Strategy/Development • Provides strong feedback • Provides feedback on ideas generated by • Clear role and objectives, building together with Corporate Strategy/Development marketing
  13. 13. Marketing: Relationship with Research & Development R&D Research & Development (R&D) Marketing Marketing Role Research & Development’s Role • Supports open collaboration between • Open communications with other business business units and R&D units • Identifies market opportunities for R&D – • Capabilities of development, what's possible Customer Perspective, Competitor • Communicates through all phases of product Perspective development cycle • Communicates internally and externally the • Proactive probe for marketing-driven new growth potential of various R&D activities ideas • Focus on relationship and teamwork
  14. 14. Marketing: Relationship with Sales Management Sales Management Sales Management Marketing Marketing Role Sales’ Role • Building strategies to respond to competition • Captures measurable customer feedback • Creates marketing communications based on • Key 360 Degree Perspective - feedback to CEO’s Vision, Growth Team™ collaboration, Growth Team™ and marketing customers voice, brand promise and • Feedback on message effectiveness communication channels • Open communication and collaboration with • Responsible for partnering with Market Research other business units to create customer profiles that aid the segmented selling approach • Drives competitive benchmarking to enhance Sales effectiveness
  15. 15. Marketing: Relationship with Investor/Finance Investors Investor/Finance Marketing Marketing Role Investor’s Role • Collaborates to identify and generate ways to • Collaboration and communication with leverage 10 Growth Processes marketing and Growth Team™ on costs and • Provide unbiased and unhyped data from investment criteria various sources including CRM system and • Feedback on financial analysis on Growth customer surveys Pipeline • Help prioritise growth pipeline • Sharing ROI and IRR calculations with team • Creates financial model of growth opportunities • Conducts sensitivity analysis of growth models
  16. 16. Marketing: Current vs. Growth Team MembershipTM (GTM) Marketing Needs to Evolve to Optimise Impact Today’s Marketing Role Empowerment Through GTM • Consumed with Operations • Big Picture Marketing Strategy • One-way Communication w/ CEO • 2-way Communication w/ CEO • No Budget or Time for long term • Fights for Budget & Time • Little Insight into R&D Pipeline • Drives Growth Strategy • Adversarial Role with Sales • 100% Integration with R&D • Marketing not on Pipeline • Partnership with Sales on Implementation • Marketing thinks Dept is at Best Practice • Source of 50% of Growth Pipeline • Marketing has Market Perspective • Team Exposed to Best Practices • Not Concerned with Culture • Learning 360 Degree Perspective • Drives Growth Innovation and Leadership Culture Internally
  17. 17. Marketing’s Impact on the Growth Pipeline Marketing could fuel 50% of Growth Pipeline opportunity • Distribution Channel • Geographic Expansion • New Applications for Existing Technology • Customer Segmentation Strategies • Customer Strategies • Sales Strategies • Pricing Strategies • Merger & Acquisition • Growth Sourcing • New Product Enhancements Driven by Customers
  18. 18. Michael Buchholz, VP Marketing, Asia Pacific Frost & Sullivan
  19. 19. The Financial Opportunity Sustainable Profitable Revenue Growth Sustainable Profitable Revenue Growth Profit Profit Time Time Reduce Impact Of Industry Cycle Reduce Impact Of Industry Cycle
  20. 20. New Strategic Capabilities Growth Strategy Strategic Operational Acquisitions Market Efficiency and Development Integration • Brand Development • “Helping Customers Complete Their Important Construction Projects”
  21. 21. Growth Team … a collaborative approach to growth Market Market Research & Assessment Analysis New Product R&D Development Operational Integration Commercial Strategy and and Planning Pricing Sales Strategy and Sales Account Management
  22. 22. Case In Point: Making The Old New Again… Old Markets… New Value • Residential • Paving • Concrete Homes • Recycled Pavements • 30-50% ↓ Energy Costs • 66%↓Material to Landfill Increase Use of Cement and Concrete vs. Other Materials
  23. 23. Repositioning Brand to Support Growth Brand Development Internal Focus Customer Focus Rational Rational + Emotional Products Customer Projects Innovative Solutions Provider
  24. 24. Ingredients of Success Making It Happen AND Making It Stick • Change “Commodity” Thinking • Develop Compelling Business Case • Measure and Communicate Results • Make It a “Big” Team Effort
  25. 25. Definition: What is Best Practice? Specific activities performed to solve a tough business challenge that 9 out of 10 companies are NOT performing but SHOULD, with measurable results proving effectiveness
  26. 26. Marketing: Best Practices Thought Leadership Models Future Research Topics Building and Training the Growth Team™ Developing the Growth Pipeline from Marketing Perspective The Marketing Function: Top 6 Growth Thought Leaders (GTLs) Which Companies, Departments and Leaders are at Best Practice Level? Strategic Actions for Key Challenges in Marketing Creating a Customer and Competitor Landscape for Growth Evaluation Customer-driven Marketing Strategy Competitive-driven Marketing Strategy Brand Leadership & Change Strategic Partnering Lead Generation and Management Systems Customer Relationship Management Marketing-driven Product Development Process
  27. 27. GIL GLOBAL 2009 A global community focused on Growth, Innovation and Leadership September 2009 October 2009 Kuala Lumpur Phoenix, Arizona October 2009 October 2009 Shanghai Dubai October 2009 December 2009 Bangalore Sao Paulo May 2010 London
  28. 28. Next Steps Request a proposal for Growth Partnership Services to support you and your team to accelerate the growth of your company. Attend Frost & Sullivan Executive MindXchange best practice networking events ( to share and address strategic challenges Consider Conducting a 360 Degree Growth Workshop to support your long-term growth strategy Join us at a Growth, Innovation and Leadership 2009: A Frost & Sullivan Global Congress on Corporate Growth ( Register for the next Chairman’s Series on Growth: ( Schedule a Recession Strategy Session with a Frost & Sullivan Industry consultant (email us: Schedule a One-on-One Growth Strategy Dialogue with a Frost & Sullivan Growth Consultant (email us: Register for Frost & Sullivan’s Growth Opportunity Newsletter and Growth Team Membership e Bulletin to keep abreast of growth opportunities in your industry and best practices in your career track. (
  29. 29. Contact Us If you have questions or would like further information about anything we discussed, please send your query to the email provided below and we will get back to you shortly. Alvin Chua Account Manager Automotive, Transportation & Logistics DID: +65 6890 0997 Mob: +65 9199 4566 eMail: