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7 Marketing Effectiveness Challenges for the CMO in the New Economy

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www.trinityp3.com

Global Challenges for the CMO
• ALIGNMENT IS KEY
• PURPOSE IS SHIFTING
• PROCESS & PEOPLE IN UPHEAVAL

1. Marketing Investment Planning – how much is enough and where should it be placed?
• How much do you invest in Marketing?
• How is your marketing investment balanced appropriately?

2. Optimising ROI - how to drive efficiencies and deliver effectiveness?
• How can you leverage greater value for resources at your disposal?
• Can the global trends in multi-channel planning, and production decoupling offer greater value?
• How are you managing to increase quality of strategy, creative & execution?
• Why are each of your suppliers valued, and how do they create value for you?

3. Digital Disruption – what are the marketing mix and agency model impacts?
• How does your business strategy, customer journey & communications execution come together:
• Do you have too many digital & social suppliers or not enough?

4. Agency Strategic Alignment - which partnership mix will best deliver?
• How do you identify the right partners to take forward?
• Are you & your partners aligned by media they supply or by competency they bring?
• Are your suppliers part of a global or local network?

5. Creative outcomes for Commercial purpose - how do we inspire creative thinking that delivers impact?
• How does your business strategy, customer journey & communications execution come together?
• Do you have too many digital & social suppliers or not enough?

6. The pace of change will increase further - will it be exhilarating or exhausting for marketing & its agencies?
• Are your briefing & agency management processes keeping pace?
• Are you benchmarking yourself regularly enough?
• How will you buy evolving expertise in this new world?

7. Effective relationships & streamlined models - how will we know if we’re all reaching our potential?
• Is there a common purpose across all marketing teams & between agency partners?
• How are you monitoring, measuring & managing all your relationships?
• How do you compare against like advertisers & agency structures?
• What financial benefits can be derived from improvements?

Summary
The key to marketing effectiveness is threefold:
1. Align agency selection & remuneration directly with your business, customer & brand strategies
2. Improve marketing processes to drive better outcomes, not just reducing costs
3. Benchmarking costs & relationships regularly

Published in: Business, News & Politics
  • Interesting presentation putting marketing effectiveness in context of other things CMOs also must do to drive the business.
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  • Are CMOs leading for exhiliration or towards exhaustion in 2014? TrinityP3's overview as CMOs plan the future; find out how to drive greater marketing effectiveness in the consumer-led economy.
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7 Marketing Effectiveness Challenges for the CMO in the New Economy

  1. 1. marketing management consultants

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