Reflecting On Marketing Accountability
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This presentation is a "wake up call" for marketers to change the way the profession operates and become more accountable.
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Reflecting On Marketing Accountability
- 1. FUTURELAB A Reflection Feel free to re-use or mash-up this On Marketing Accountability presentation under Creative Commons 2.0 licence (non-commercial, attribution)
- 2. Alain Thys: Jekyll or Hyde ? • As a retailer/VC/entrepreneur: Double digit ROI • As a marketer: Close to € 100,000,000 spent to date, and very little to show for it FUTURELAB
- 3. If you think marketing has a corporate image problem FUTURELAB
- 4. Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey CEO/CMO Survey FUTURELAB
- 5. The average tenure of CMOs in consumer markets is 23, 15 or 12 months. Spencer Stuart FUTURELAB
- 6. Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. Philip Kotler FUTURELAB
- 7. Marketers are frivolous and difficult to approach Australian Society of Certified Public Accountants FUTURELAB
- 8. 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 Cranfield University FUTURELAB
- 9. If you think marketing has a corporate image problem FUTURELAB
- 10. FUTURELAB
- 11. A Forensic Investigation Who Killed Marketing? Photo by ~billysriotgirl0404 FUTURELAB
- 12. Bloody Uncomfortable Confronting Don’t shoot the messenger FUTURELAB
- 13. A Forensic Investigation THE VICTIM THE CRIME SCENE THE VICTIM’S WORLD Accountability to the Business Accountability to the Customer Accountability to the World FUTURELAB
- 14. A Forensic Investigation THE VICTIM THE CRIME SCENE THE VICTIM’S WORLD Accountability to the Business Accountability to the Customer Accountability to the World FUTURELAB
- 15. A Forensic Investigation Accountability to the Business: Making Money Which % of Which % time do Sr. Which % of Sales Which % of German marketers define Marketers spend on Promotions are TV advertising clear objectives for their media strategy Unprofitable? campaigns generate their campaigns? (= largest budget item)? negative ROI? 46% 2% 85% 82% WARC, 2007 EMM, 2005 UCLA, 2004 Deutsche Bank, 2004 FUTURELAB
- 16. A Forensic Investigation Accountability to the Business: Implement Plans 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 FUTURELAB
- 17. A Forensic Investigation Accountability to the Business: Implement ... At All Over 80% of the ROI of any Marketing Strategy/Initiative is left to chance 31% of projects are canceled before completion 53% of projects cost nearly double of original estimates. only 16% of projects come in time and budget. Source: Management Centre Europe FUTURELAB
- 18. A Forensic Investigation THE VICTIM THE CRIME SCENE THE VICTIM’S WORLD Accountability to the Business Accountability to the Customer Accountability to the World FUTURELAB
- 19. A Forensic Investigation Accountability to the Customer Which is the failure Which % of CEO’s Which % of their Which % of Germans rate of US Consumer believe their brand customers actually are irritated by TV Products? provides superior agree? advertising customer experience 95% 80% 8% 78% 88% PVR users adskip ACNielsen, E&Y, 2005 Bain & Company Bain & Company GfK Marktforschung FUTURELAB
- 20. A Forensic Investigation THE VICTIM THE CRIME SCENE THE VICTIM’S WORLD Accountability to the Business Accountability to the Customer Accountability to the World FUTURELAB
- 21. A Forensic Investigation Accountability to the World: Environment CASE: 25% of all bottled water in the world crosses national borders. • Fiji – New York : 13,000 km by boat & truck • 50% of wholesale cost = transportation • 1 million bottles/day = own electricity generation in “pristine” Fiji • >50% inhabitants do not have reliable drinking water • Glass bottle = 5x weight of plastic bottles (transport & energy) • 2 liters of water to wash/rinse 1 liter bottle before filling • Truck in CO2 from volcanic springwater in Tuscany FUTURELAB
- 22. A Forensic Investigation Accountability to the World: People Abroad At home http://www.youtube.com/watch?v=9uUq http://www.youtube.com/watch?v=grH1g Pj7FLBE K1TpW0 (30 second edit) (45 second edit) FUTURELAB
- 23. A Forensic Investigation Accountability to the World: People In Your Communication: Neutrality FUTURELAB
- 24. A Forensic Investigation Accountability to the World: The Self Do you really believe in what you do? Or do you wear a mask? FUTURELAB
- 25. Who Killed Marketing? SUICIDE FUTURELAB Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
- 26. How can you avoid it happening to you? FUTURELAB
- 27. Tom Knows http://www.youtube.com/watch?v=9MaKHxsGZ- A&mode=related&search= FUTURELAB
- 28. “Drive” or prepare to “Be Driven” Be Accountable to the business, the customer, the world FUTURELAB
- 29. Accountability to the Business Demonstrate Financial ROI BUDGET ALLOCATION MEASURE & PREDICT Case: German insurance company Case: Indian Tea company, Greek Telco. FUTURELAB
- 30. Accountability to the Business Make Implementation Happen “Companies with aligned marketing & sales • grow 5.4 % faster • are 38% better at “closing proposals” • churn 36% less of their customers MarketingProfs Benchmark Report 2005 Align employees, agencies, vendors, retailers, … FUTURELAB
- 31. Accountability to the Customer Focus Your Business on the Customer Create Meaningful Propositions Customer Delight at all Touchpoints Communicate with Respect, Insight, Passion FUTURELAB
- 32. Accountability to the World Demonstrate the Profitability of Caring Life Cycle Assessment Create a win-win Aspire Neutrality FUTURELAB
- 33. Accountability to the World Look in the Mirror, Every Day... Challenge what has stopped making sense FUTURELAB
- 34. Conclusion: The Tools Exist ... The Choice is Yours Heavy but inescapable to address its image problem, marketing needs to become more accountable ... FUTURELAB
- 35. FUTURELAB To experiment with, learn about and act on marketing accountability: info@futurelab.net SEPTEMBER 2007: MARKETING ACCOUNTABILITY EXPERIMENTATION LAB (MAX)
Editor's Notes
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