Reflecting on Marketing Accountability

18,369 views

Published on

This presentation is a "wake up call" for marketers to change the way the profession operates and become more accountable.

Published in: Business, Technology
4 Comments
42 Likes
Statistics
Notes
  • Woohoo, guys just came across some IIM A personal interview experiences  http://catking.in/2016/12/20/iim-ahmedabad-personal-interview-experiences/ #TargetIIM #CAT2017 #IIMorNothing 
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks Walter, can you provide an alternative link to the McKinsey piece, this one appears to be broken?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi Alain,

    I already had the opportunity to tell you how much I liked your presentation. In fact I used it in a recent discussion at the club of Marketing directors of the IT sector (CMIT) in Paris a few weeks ago. The link is still hidden but will soon be revealed on the home page:

    http://ygourven2.online.fr/webcom/cmit/html/index10.htm<br /><br/>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • An insightful presentation. I think the marketing image problem has to do with more than only the lack of accountability. But it surely doesn't make the problem smaller !
    To me, marketing in general is in a fundamental change. All the marketing paradigms are under scrutiny. But CMO's don't get the time nor the support to experiment / think.
    The role of the CEO in a market driven organisation is overwhelming. But as long as there's only a passion for next quarter's figures, the longer term brand vision will only be treated as an orphan.
    An interesting read : McKinsey's article on 'The evolving role of the CMO' : http://www.marketingpower.com/content1714993.php
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
18,369
On SlideShare
0
From Embeds
0
Number of Embeds
3,662
Actions
Shares
0
Downloads
1,982
Comments
4
Likes
42
Embeds 0
No embeds

No notes for slide
  • Reflecting on Marketing Accountability

    1. 1. On Marketing Accountability A Reflection FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)
    2. 2. FUTURE LAB <ul><li>Alain Thys: Jekyll or Hyde ? </li></ul><ul><li>As a retailer/VC/entrepreneur: </li></ul><ul><li>Double digit ROI </li></ul><ul><li>As a marketer: </li></ul><ul><li>Close to € 100,000,000 spent to date, and very little to show for it </li></ul>
    3. 3. If you think marketing has a corporate image problem FUTURE LAB
    4. 4. Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey CEO/CMO Survey FUTURE LAB
    5. 5. The average tenure of CMOs in consumer markets is 23, 15 or 12 months . Spencer Stuart FUTURE LAB
    6. 6. Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. FUTURE LAB Philip Kotler
    7. 7. Marketers are frivolous and difficult to approach FUTURE LAB Australian Society of Certified Public Accountants
    8. 8. FUTURE LAB Cranfield University 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 Churn Care about cars, stats and lunch Use jargon Slippery Expensive
    9. 9. If you think marketing has a corporate image problem FUTURE LAB
    10. 10. FUTURE LAB
    11. 11. Who Killed Marketing? A Forensic Investigation FUTURE LAB Photo by ~billysriotgirl0404
    12. 12. Don’t shoot the messenger  Bloody Uncomfortable Confronting FUTURE LAB
    13. 13. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
    14. 14. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
    15. 15. WARC, 2007 Which % of marketers define clear objectives for their campaigns? 46% Which % time do Sr. Marketers spend on their media strategy (= largest budget item)? 2% EMM, 2005 Which % of Sales Promotions are Unprofitable? 85% UCLA, 2004 Which % of German TV advertising campaigns generate negative ROI? 82% Deutsche Bank, 2004 FUTURE LAB Accountability to the Business: Making Money A Forensic Investigation
    16. 16. The Reasons: Differing Strategies within the organisation Lack of integrated planning Resistance to Change Unco-operative Retailers Lack of Internal Communication Misalignment between Marketing & Sales Turf Battles Organisational Silos … Source: reveries.com survey, July 2005 – n = 198 US marketers FUTURE LAB Accountability to the Business: Implement Plans A Forensic Investigation
    17. 17. <ul><li>Over 80% of the ROI of any Marketing Strategy/Initiative is left to chance </li></ul><ul><li>31% of projects are canceled before completion </li></ul><ul><li>53% of projects cost nearly double of original estimates. </li></ul><ul><li>only 16% of projects come in time and budget. </li></ul>Source: Management Centre Europe FUTURE LAB Accountability to the Business: Implement ... At All A Forensic Investigation
    18. 18. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
    19. 19. ACNielsen, E&Y, 2005 Which is the failure rate of US Consumer Products? 95% Which % of CEO’s believe their brand provides superior customer experience 80% Bain & Company Which % of their customers actually agree? 8% Bain & Company Which % of Germans are irritated by TV advertising GfK Marktforschung FUTURE LAB Accountability to the Customer A Forensic Investigation 78% 88% PVR users adskip
    20. 20. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation
    21. 21. CASE: 25% of all bottled water in the world crosses national borders. FUTURE LAB Accountability to the World: Environment A Forensic Investigation <ul><li>Fiji – New York : 13,000 km by boat & truck </li></ul><ul><li>50% of wholesale cost = transportation </li></ul><ul><li>1 million bottles/day = own electricity generation in “pristine” Fiji </li></ul><ul><li>>50% inhabitants do not have reliable drinking water </li></ul><ul><li>Glass bottle = 5x weight of plastic bottles (transport & energy) </li></ul><ul><li>2 liters of water to wash/rinse 1 liter bottle before filling </li></ul><ul><li>Truck in CO2 from volcanic springwater in Tuscany </li></ul>
    22. 22. http://www.youtube.com/watch?v=grH1gK1TpW0 (30 second edit) http://www.youtube.com/watch?v=9uUqPj7FLBE (45 second edit) Abroad At home FUTURE LAB Accountability to the World: People A Forensic Investigation
    23. 23. FUTURE LAB In Your Communication: Neutrality Accountability to the World: People A Forensic Investigation
    24. 24. Do you really believe in what you do? Or do you wear a mask? FUTURE LAB Accountability to the World: The Self A Forensic Investigation
    25. 25. SUICIDE Who Killed Marketing? FUTURE LAB Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
    26. 26. How can you avoid it happening to you? FUTURE LAB
    27. 27. http://www.youtube.com/watch?v=9MaKHxsGZ-A&mode=related&search= Tom Knows FUTURE LAB
    28. 28. Be Accountable to the business, the customer, the world “ Drive” or prepare to “Be Driven” FUTURE LAB
    29. 29. MEASURE & PREDICT BUDGET ALLOCATION Case: German insurance company Case: Indian Tea company, Greek Telco. Demonstrate Financial ROI FUTURE LAB Accountability to the Business
    30. 30. Make Implementation Happen Align employees, agencies, vendors, retailers, … <ul><li>“ Companies with aligned marketing & sales </li></ul><ul><li>grow 5.4 % faster </li></ul><ul><li>are 38% better at “closing proposals” </li></ul><ul><li>churn 36% less of their customers </li></ul>MarketingProfs Benchmark Report 2005 FUTURE LAB Accountability to the Business
    31. 31. FUTURE LAB Focus Your Business on the Customer Accountability to the Customer Create Meaningful Propositions Communicate with Respect, Insight, Passion Customer Delight at all Touchpoints
    32. 32. Life Cycle Assessment Create a win-win Aspire Neutrality Demonstrate the Profitability of Caring Accountability to the World FUTURE LAB
    33. 33. Challenge what has stopped making sense Look in the Mirror, Every Day... Accountability to the World FUTURE LAB
    34. 34. Heavy FUTURE LAB but inescapable to address its image problem, marketing needs to become more accountable ... Conclusion: The Tools Exist ... The Choice is Yours
    35. 35. FUTURE LAB To experiment with, learn about and act on marketing accountability: [email_address] SEPTEMBER 2007: M ARKETING A CCOUNTABILITY E X PERIMENTATION LAB (MAX)

    ×