Maton Sonnemans Marketing3, 28 november 2007 Cracking the Entreprenurial Marketing Code
Cracking the Entreprenurial Marketing Code Today's marketeer: power or influence?
Cracking the Entreprenurial Marketing Code Would you  put your  own money behind it?
"Onze Marketing Afdeling is echt ondernemend" eens - 52% Bron: Online flitsonderzoek VODW Marketing, november 20...
Cracking the Entreprenurial Marketing Code C ONNECTED
Cracking the Entreprenurial Marketing Code
"Onze marketingafdeling heeft goed inzicht in wat er leeft bij de   consument en in de markt" oneens - 25% Overi...
Consumer Insights:   know what makes consumers tick Insights to Create a compelling, contagious proposition How to be  hig...
Business Insights:   how to exploit and strenghten your DNA Insights to use the assets of your company How to use and crea...
Market Insights:   understand how to create a new category Insights to outsmart the competition How to challenge  conventi...
Cracking the Entreprenurial Marketing Code C REATIVE
"Op onze marketingafdeling worden creativiteit en innovativiteit    sterk gestimuleerd en beloond" oneens - 60% ...
Cracking the Entreprenurial Marketing Code Creative:  Dare 2b Different Challenge market conventions:   discover the 'Blue...
Cracking the Entreprenurial Marketing Code C ALCULATIVE
"Onze marketeers berekenen en weten vooraf en achteraf het    rendement op marketingactiviteiten" oneens - 66% O...
Cracking the Entreprenurial Marketing Code Calculative:  Fact Based Prioritize key value drivers:   from a long list to a ...
Cracking the Entreprenurial Marketing Code C ONVINCING
"Als onze marketeers een plan hebben 'verkopen' ze dit met grote    overtuigingskracht" oneens - 36% Overig eens...
"Onze marketeers hebben de regie bij het ontwikkelen en    doorvoeren van commerciële strategieën" oneens - 48% ...
Cracking the Entreprenurial Marketing Code Convinced:  taking the lead   Act as if it is your own money:   output instead ...
Cracking the Entreprenurial Marketing Code
Competences & Requirements for the Entreprenurial Organisation CONVINCING CALCULATIVE CREATIVE CONNECTED LEADERS LONGER HO...
Cracking the Entrepreunial Marketing Code
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Maton Sonnnemans, the enterpreneurial marketing code, VODW Marketing, Marketing3, 28 november 2007

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  1. 1. Maton Sonnemans Marketing3, 28 november 2007 Cracking the Entreprenurial Marketing Code
  2. 2. Cracking the Entreprenurial Marketing Code Today's marketeer: power or influence?
  3. 3. Cracking the Entreprenurial Marketing Code Would you put your own money behind it?
  4. 4. "Onze Marketing Afdeling is echt ondernemend" eens - 52% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) eens - 82% Marketeers oneens - 18% Overig oneens - 48%
  5. 5. Cracking the Entreprenurial Marketing Code C ONNECTED
  6. 6. Cracking the Entreprenurial Marketing Code
  7. 7. "Onze marketingafdeling heeft goed inzicht in wat er leeft bij de consument en in de markt" oneens - 25% Overig eens - 75% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) eens - 82% Marketeers oneens - 18%
  8. 8. Consumer Insights: know what makes consumers tick Insights to Create a compelling, contagious proposition How to be highly relevant for consumers How to change consumer behaviour How to be completely credible
  9. 9. Business Insights: how to exploit and strenghten your DNA Insights to use the assets of your company How to use and create core competences How to guide yourself by a small set of brand values How to create a fit with your company strategy
  10. 10. Market Insights: understand how to create a new category Insights to outsmart the competition How to challenge conventional wisdom How to solve one or more market imperfections How to find elements which are hard to copy
  11. 11. Cracking the Entreprenurial Marketing Code C REATIVE
  12. 12. "Op onze marketingafdeling worden creativiteit en innovativiteit sterk gestimuleerd en beloond" oneens - 60% Overig eens - 40% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 73% eens - 27%
  13. 13. Cracking the Entreprenurial Marketing Code Creative: Dare 2b Different Challenge market conventions: discover the 'Blue Ocean' Build on story telling and WoM: is your product buzzable? Seduce your consumers: create 'wannahaves' and brandfans
  14. 14. Cracking the Entreprenurial Marketing Code C ALCULATIVE
  15. 15. "Onze marketeers berekenen en weten vooraf en achteraf het rendement op marketingactiviteiten" oneens - 66% Overig eens - 34% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 64% eens - 36%
  16. 16. Cracking the Entreprenurial Marketing Code Calculative: Fact Based Prioritize key value drivers: from a long list to a short list Be accountable: plan and monitor your return on marketing Get support from the boardroom: show them the money!
  17. 17. Cracking the Entreprenurial Marketing Code C ONVINCING
  18. 18. "Als onze marketeers een plan hebben 'verkopen' ze dit met grote overtuigingskracht" oneens - 36% Overig eens - 64% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 27% eens - 73%
  19. 19. "Onze marketeers hebben de regie bij het ontwikkelen en doorvoeren van commerciële strategieën" oneens - 48% Overig eens - 52% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 27% eens - 73%
  20. 20. Cracking the Entreprenurial Marketing Code Convinced: taking the lead Act as if it is your own money: output instead of activity focused 200% believe in your idea and plan : in good and bad times Involve the complete value chain: from R&D to customer service and sales
  21. 21. Cracking the Entreprenurial Marketing Code
  22. 22. Competences & Requirements for the Entreprenurial Organisation CONVINCING CALCULATIVE CREATIVE CONNECTED LEADERS LONGER HORIZON TALENT PROJECT TEAMS
  23. 23. Cracking the Entrepreunial Marketing Code

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