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Kathy Button Bell
@Emerson_News
@Emerson_KathyBB
WHAT IT TAKES TO BE A
TRUE MARKETING LEADER
AND INNOVATOR
KEY TAKE-AWAYS
MARKETERS TODAY
FACE AN ASTONISHING
AMOUNT OF CHANGE:
THE ROLE BROADENS
DAILY AND NEW SKILLS
ARE NEEDED CON...
MARKETERS
ARE DAZED
AND DAZZLED
BY THE
RELENTLESS
PACE OF
CHANGE.
“
“
PACE OF CHANGE
EXPECT THE
PACE OF CHANGE
TO ACCELERATE
97%
SEE A NEED FOR
RESPONSE TO
NEGATIVE NEWS
WITHIN MINUTES
90%
ARE...
PACE OF CHANGE
FIND THAT LEADERSHIP
JUDGES SUCCESS OR
FAILURE FASTER
76%
FEEL OVERWHELMED
BY CHANGE
34%
N= 117 CMOs and
Se...
MANAGING
SOCIAL KEEPS
US UP AT
NIGHT. NEW
SKILLS ARE
DESPERATELY
NEEDED.
“
“
NEW SKILLS NEEDED
SEE A DRAMATIC
INCREASE IN THE
BREADTH OF
SKILLS NEEDED
97%
ARE CONCERNED ABOUT
BRAND INTEGRITY
AND EXEC...
NEW SKILLS NEEDED
CAN’T FIND
PEOPLE WITH THE
RIGHT SKILL SETS
45%
ARE FINDING IT
IMPOSSIBLE TO FILL
IMPORTANT POSITIONS
28...
MARKETING’S
ROLE
IS BROADENING
OUR ROLE IS
EXPANDING…
BOTH
OUTWARD
AND UPWARD.
“
“
BROADER ROLE
ARE DOING THINGS
THEY’VE NEVER
DONE BEFORE
97%
SEE MARKETING’S
INPUT BEING SOUGHT
MORE OFTEN
87%
ARE HAVING
G...
BROADER ROLE
HAVE A SEAT IN THE
EXECUTIVE ROOM AND
DECISION PROCESSES
77%
ARE SPENDING
MORE TIME IN FRONT
OF THE BOARD
56%...
THERE’S
ALWAYS
PRESSURE
TO DO MORE,
BUT THE
BUDGETS
AREN’T
KEEPING UP.
“
“
BUDGET STASIS
HAVE NEW AND/OR
DIFFERENT
RESPONSIBILITIES, BUT NO
CHANGE IN BUDGET
89%
FIND ANNUAL
BUDGETING
“CHALLENGING”
...
SO, WHAT IS A
CHIEF MARKETING
OFFICER TO DO?
WE’RE LIVING
AND WORK
IN BETA.
“ “
Instead of
PRODUCT
Source: Harvard Business Review, January-February 2013
RETHINKING THE 4 P’S
by Richard Ettenson, Eduard...
BECOME THE CHIEF COMPLEXITY
REDUCTION OFFICER: DESTROY SILOS
1999 EMERSON
$14.3 Billion in revenues with over
60 businesses
2012 EMERSON: A LEADER IN ITS CORE
GLOBAL BUSINESSES AND MARKETS
$7.9B $5.2B$6.4B $3.8B $1.9B
HUMAN-CENTERED DESIGN DRIVES
SIMPLICITY AND USABILITY
Design language reflects Emerson’s
improving high tech image
BECOME THE CHIEF INTEGRATION
OFFICER: DESTROY SILOS
SALES
INNOVATION
R&D
EXEC
MGMT
STRATEGY
HR
COMM
CUST
SVC
IT
AGENCIES
OPERATIONS
INTERNAL TEAMS
REDISTRIBUTING MARKETING
TI...
IT ALL STARTS WITH LISTENING:
DESTROY SILOS
MARKETING MUST CARRY
THE CUSTOMER VOICE TO R&D
DEFINE PAIN
SOLUTION VISION
SOLUTION VALUE
Marketing
MARKET
RESEARCH
IDEA
G...
EMERSON MARKETING LAUNCHES
NEW INNOVATION MODEL DRIVING
ORGANIC GROWTH
New-to-the-
BUSINESS
New-to-the-
WORLD
MINOR
Revisi...
MARKETING AND SALES MUST CLOSELY
COLLABORATE: DESTROY SILOS
CHANGE OUR TRADITIONAL
SALES APPROACH
Lots of “show and tell” focusing
on our products and what they do
1. Lead with question
2. Lead with hypotheses
3. LEAD with insight
MARKETING CAN HELP SALESPEOPLE
BECOME BUSINESS CONSULTA...
MARKETING’S MARRIAGE
TO IT: DESTROY SILOS
BY 2017,
THE CMO
WILL SPEND
MORE ON IT
THAN THE CIO
“
“
SOCIAL MEDIA: OUTCOME OF THE IT / MARKETING HOOKUP May 2013
Emerson.com YouTube
Total video views
on YouTube, a 127%
growt...
MARKETING AND IT MUST COLLABORATE
ON STRATEGY TO MEET BUSINESS DEMANDS
Personalized
Simple
Immediate
Predictive
Always Ava...
BECOME THE CHIEF TRANSPARENCY
OFFICER: DESTROY SILOS
Total
Visits
23,305
Unique
Visitors
12,659
Total Page Views 75,178
pages viewed
per visit
www.TheExtraMileWithCharlie.com
...
BECOME THE CHIEF INSPIRATION
OFFICER: DESTROY SILOS
WHAT IT TAKES TO BE A
TRUE MARKETING LEADER
AND INNOVATOR
Kathy Button Bell
@Emerson_News
@Emerson_KathyBB
What it Takes to be a True Marketing Leader and Innovator
What it Takes to be a True Marketing Leader and Innovator
What it Takes to be a True Marketing Leader and Innovator
What it Takes to be a True Marketing Leader and Innovator
What it Takes to be a True Marketing Leader and Innovator
What it Takes to be a True Marketing Leader and Innovator
What it Takes to be a True Marketing Leader and Innovator
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What it Takes to be a True Marketing Leader and Innovator

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Kathy Button Bell, CMO of Emerson, spoke at a BMA NEO event on Sept. 11, 2013. She presented on the changing state of B2B marketing and how to adapt to succeed.

Published in: Business, News & Politics
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What it Takes to be a True Marketing Leader and Innovator

  1. 1. Kathy Button Bell @Emerson_News @Emerson_KathyBB WHAT IT TAKES TO BE A TRUE MARKETING LEADER AND INNOVATOR
  2. 2. KEY TAKE-AWAYS MARKETERS TODAY FACE AN ASTONISHING AMOUNT OF CHANGE: THE ROLE BROADENS DAILY AND NEW SKILLS ARE NEEDED CONSTANTLY. YOU ARE NOT ALONE IF YOU FEEL OVERWHELMED BY THE CHANGE AND FEARFUL OF THE INCREASED PRESSURE TO DO MORE WITH LESS. TO SUCCEED, CMOS MUST EMBRACE A NEW, INTEGRATED AND INSPIRATIONAL VISION AND WORKING STYLE, BOTH INTERNALLY AND EXTERNALLY. Kathy Button Bell Vice President, Chief Marketing Officer, Emerson What it Takes to be a True Marketing Leader and Innovator N= 117 CMOs and Senior Marketing Leaders
  3. 3. MARKETERS ARE DAZED AND DAZZLED BY THE RELENTLESS PACE OF CHANGE. “ “
  4. 4. PACE OF CHANGE EXPECT THE PACE OF CHANGE TO ACCELERATE 97% SEE A NEED FOR RESPONSE TO NEGATIVE NEWS WITHIN MINUTES 90% ARE DOING THINGS THAT AREN’T TRADITIONAL MARKETING 85% N= 117 CMOs and Senior Marketing Leaders
  5. 5. PACE OF CHANGE FIND THAT LEADERSHIP JUDGES SUCCESS OR FAILURE FASTER 76% FEEL OVERWHELMED BY CHANGE 34% N= 117 CMOs and Senior Marketing Leaders
  6. 6. MANAGING SOCIAL KEEPS US UP AT NIGHT. NEW SKILLS ARE DESPERATELY NEEDED. “ “
  7. 7. NEW SKILLS NEEDED SEE A DRAMATIC INCREASE IN THE BREADTH OF SKILLS NEEDED 97% ARE CONCERNED ABOUT BRAND INTEGRITY AND EXECUTION IN SOCIAL MEDIA 70% ARE SEEKING YOUNGER EMPLOYEES WHO UNDERSTAND THE NEW TECHNOLOGIES 60% N= 117 CMOs and Senior Marketing Leaders
  8. 8. NEW SKILLS NEEDED CAN’T FIND PEOPLE WITH THE RIGHT SKILL SETS 45% ARE FINDING IT IMPOSSIBLE TO FILL IMPORTANT POSITIONS 28% SAY THE SKILLS FOR WHICH THEY WERE HIRED ARE NOW OBSOLETE 21% N= 117 CMOs and Senior Marketing Leaders
  9. 9. MARKETING’S ROLE IS BROADENING
  10. 10. OUR ROLE IS EXPANDING… BOTH OUTWARD AND UPWARD. “ “
  11. 11. BROADER ROLE ARE DOING THINGS THEY’VE NEVER DONE BEFORE 97% SEE MARKETING’S INPUT BEING SOUGHT MORE OFTEN 87% ARE HAVING GREATER INPUT ON CORPORATE STRATEGY 78% N= 117 CMOs and Senior Marketing Leaders
  12. 12. BROADER ROLE HAVE A SEAT IN THE EXECUTIVE ROOM AND DECISION PROCESSES 77% ARE SPENDING MORE TIME IN FRONT OF THE BOARD 56% N= 117 CMOs and Senior Marketing Leaders
  13. 13. THERE’S ALWAYS PRESSURE TO DO MORE, BUT THE BUDGETS AREN’T KEEPING UP. “ “
  14. 14. BUDGET STASIS HAVE NEW AND/OR DIFFERENT RESPONSIBILITIES, BUT NO CHANGE IN BUDGET 89% FIND ANNUAL BUDGETING “CHALLENGING” 56% N= 117 CMOs and Senior Marketing Leaders
  15. 15. SO, WHAT IS A CHIEF MARKETING OFFICER TO DO?
  16. 16. WE’RE LIVING AND WORK IN BETA. “ “
  17. 17. Instead of PRODUCT Source: Harvard Business Review, January-February 2013 RETHINKING THE 4 P’S by Richard Ettenson, Eduardo Conrado, and Jonathan Knowles Instead of PLACE Instead of PRICE Instead of PROMOTION Focus on SOLUTION Define offerings by the needs they meet, not by their features, functions, or technological superiority. Focus on ACCESS Develop an integrated cross-channel presence that considers customers’ entire purchase journey instead of emphasizing individual purchase locations and channels. Focus on VALUE Articulate the benefits relative to price, rather than stressing how price relates to production costs, profit margins, or competitors’ prices. Focus on EDUCATION Provide information relevant to customers’ specific needs at each point in the purchase cycle, rather than relying on advertising, PR, and personal selling that covers the waterfront.
  18. 18. BECOME THE CHIEF COMPLEXITY REDUCTION OFFICER: DESTROY SILOS
  19. 19. 1999 EMERSON $14.3 Billion in revenues with over 60 businesses
  20. 20. 2012 EMERSON: A LEADER IN ITS CORE GLOBAL BUSINESSES AND MARKETS $7.9B $5.2B$6.4B $3.8B $1.9B
  21. 21. HUMAN-CENTERED DESIGN DRIVES SIMPLICITY AND USABILITY Design language reflects Emerson’s improving high tech image
  22. 22. BECOME THE CHIEF INTEGRATION OFFICER: DESTROY SILOS
  23. 23. SALES INNOVATION R&D EXEC MGMT STRATEGY HR COMM CUST SVC IT AGENCIES OPERATIONS INTERNAL TEAMS REDISTRIBUTING MARKETING TIME AND INFLUENCE N= 117 CMOs and Senior Marketing Leaders
  24. 24. IT ALL STARTS WITH LISTENING: DESTROY SILOS
  25. 25. MARKETING MUST CARRY THE CUSTOMER VOICE TO R&D DEFINE PAIN SOLUTION VISION SOLUTION VALUE Marketing MARKET RESEARCH IDEA GENERATION CONCEPT FEASIBILITY CONCEPT DEVELOPMENT & PROJECT PLANNING DESIGN & DEVELOPMENT RAMP UP LAUNCH & PRODUCTION START-UP PRODUCTION
  26. 26. EMERSON MARKETING LAUNCHES NEW INNOVATION MODEL DRIVING ORGANIC GROWTH New-to-the- BUSINESS New-to-the- WORLD MINOR Revisions MAJOR Revisions
  27. 27. MARKETING AND SALES MUST CLOSELY COLLABORATE: DESTROY SILOS
  28. 28. CHANGE OUR TRADITIONAL SALES APPROACH Lots of “show and tell” focusing on our products and what they do
  29. 29. 1. Lead with question 2. Lead with hypotheses 3. LEAD with insight MARKETING CAN HELP SALESPEOPLE BECOME BUSINESS CONSULTANTS BY INCREASING SITUATIONAL FLUENCY Sources: Keith Eades and Robert Kear, Sales Executive Council 3 Generations of Solutions Selling 1. Don’t lead with information about the supplier 2. Don’t just lead with our unique selling principle 3. DO tell a story about their business that leads to our differentiators Commercial Teaching SALES Define PAIN Solution VISION Solution VALUE Access to POWER Control Buying PROCESS MARKETING
  30. 30. MARKETING’S MARRIAGE TO IT: DESTROY SILOS
  31. 31. BY 2017, THE CMO WILL SPEND MORE ON IT THAN THE CIO “ “
  32. 32. SOCIAL MEDIA: OUTCOME OF THE IT / MARKETING HOOKUP May 2013 Emerson.com YouTube Total video views on YouTube, a 127% growth YoY 89,400 Over 90 shares of content to date, increasing YoY by YoY and MoM: Year over year, month over month The Extra Mile Visits in May spiked vs. April following updates on social and paid media 37% Page views during May 2013 for the Homepage: • CHARMs 922 page views • Trellis 510 page views • Smart Wireless 399 page views • Intelligent Store 351 page views Facebook In May, interactions on Kathy Button Bell’s Facebook page increased by This is likely a result of increased posting during BMA Blaze and a higher volume of photos posted. Twitter @Emerson_Charlie interactions increased from 79 in April to 104 in May, which is roughly In addition, Charlie’s number of followers increased by @Emerson_News also saw a 23% increase in the number of interactions during the month of May. 32% LinkedIn In May, the page had the highest engagement (Likes, Comments, Shares) to- date with 578total interactions It’s Never Been Done Before Source: Webtrends tracking 161% 11% 109% 36,477page views Emerson Q2 Earnings on May 7, 2013 was the most active day of the month with 13,344 visits generating: 25% International visits increased 25% year-over-year from 53% in May 2012 to 66% in May 2013
  33. 33. MARKETING AND IT MUST COLLABORATE ON STRATEGY TO MEET BUSINESS DEMANDS Personalized Simple Immediate Predictive Always Available Emerson Marketing and IT Strategy Must be fast, secure and reliable Establish a framework that could scale across business to build ‘voice’ Collaboration Mobility Big Data Cloud Customer Expectations Technology Trends Business Initiatives Solution Selling Superior Customer Care Perfect Execution Enriched Business Models
  34. 34. BECOME THE CHIEF TRANSPARENCY OFFICER: DESTROY SILOS
  35. 35. Total Visits 23,305 Unique Visitors 12,659 Total Page Views 75,178 pages viewed per visit www.TheExtraMileWithCharlie.com 54% New Visitors 46% Returning Visitors 3.23 63% of visitors from U.S., 37% of visitors were international. Social Shares 52% of visits 33% of visits 13% of visits
  36. 36. BECOME THE CHIEF INSPIRATION OFFICER: DESTROY SILOS
  37. 37. WHAT IT TAKES TO BE A TRUE MARKETING LEADER AND INNOVATOR Kathy Button Bell @Emerson_News @Emerson_KathyBB

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