Sean Donnelly is a Senior Research Analyst at Econsultancy. He spoke recently at DMX Dublin 2018. For more info on DMX Dublin, please visit www.dmxdublin.com

1. M3, a new model for
marketing
Seán Donnelly, Senior Analyst, Econsultancy
@Seanog1982
https://www.linkedin.com/in/seanpdonnelly/

2. Marketing is the distinguishing, unique function of
the business
• “Because the purpose of business is to create a
customer, the business enterprise has two–and
only two – basic functions: marketing and
innovation.
Marketing and innovation produce results; all the
rest are costs. Marketing is the distinguishing,
unique function of the business.”
15 March 2018

3. 3
“The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.”
CIM (The Chartered Institute of Marketing)
“Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.”
AMA (American Marketing Association)

4. 4
“The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.”
CIM (The Chartered Institute of Marketing)
“Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.”
AMA (American Marketing Association)

5. 16 March 2018Source: https://hbr.org/2015/11/competing-on-customer-journeys

6. https://econsultancy.com/blog/68506-10-inspiring-examples-of-design-led-brands

7. 7

8. Modern Marketing Model (M3)
• Why do we need it?
• M3 – the model and key points
• Aligning M3 with modern marketing
departments
8http://m3.econsultancy.com

9. 9
9
Why do we need a new model
for marketing?

10. CMOs have the highest turnover in the C-suite
https://hbr.org/2017/07/the-trouble-with-cmos

11. Marketing academia isn’t teaching students
what employers want?
https://medium.com/@dpalm/studying-marketing-at-university-was-a-frustrating-waste-of-time-b7bf0ef39d7

12. Have you got
a marketing
related
qualification?
12https://econsultancy.com/reports/career-and-salary-survey-report-2016/

13. 13
Strongly Disagree
19%
Somewhat
disagree
34%
Somewhatagree
39%
Strongly
agree
8%
MY ORGANISATION HAS AN INTEGRATED APPROACH TO ONLINE
AND OFFLINE MARKETING

14. 14
The problem?
We have no post-digital reference for what
marketing has become.

15. 15
15
M3 – the model and key points

16. https://m3.econsultancy.com/

17. Who, what, how...?
Objectives/KPIs,
budgeting/resourcing
Aka “customer-centricity” – are
we properly looking at thisfrom
a customer/market viewpoint (or
just because we have some
product we thinkwe can sell)?
Aka “market research” –
qualitative+ quantitative, primary
+ secondary data sources
Brand equity, management,
tracking, architecture. Central
brand purpose, values. Pricing.
Mapping themarket and choosing
/ defining your target segments
Deliver brand perception –
proposition, offer/benefits
Omnichannel customer
journey mapping,
measurement & optimisation
Aka “Place” – ensuring your
product/service can be found where
your customers are (‘availability’)
Media-neutral combinationof marketing
tactics/channelsto communicateyour message
The management of marketing data (privacy,
governance, metadata, algorithms, modelsetc) + the
measurement and optimisationof all marketingactivities

18. • Emotion > Logic
• Customer experience >
Product
• Insight > Data
• Content > Advertising
95% 5%

19. Who, what, how...?
Objectives/KPIs,
budgeting/resourcing
Aka “customer-centricity” – are
we properly looking at thisfrom
a customer/market viewpoint (or
just because we have some
product we thinkwe can sell)?
Aka “market research” –
qualitative+ quantitative, primary
+ secondary data sources
Brand equity, management,
tracking, architecture. Central
brand purpose, values. Pricing.
Mapping themarket and choosing
/ defining your target segments
Deliver brand perception –
proposition, offer/benefits
Omnichannel customer
journey mapping,
measurement & optimisation
Aka “Place” – ensuring your
product/service can be found where
your customers are (‘availability’)
Media-neutral combinationof marketing
tactics/channelsto communicateyour message
The management of marketing data (privacy,
governance, metadata, algorithms, modelsetc) + the
measurement and optimisationof all marketingactivities

20. Digital vs Classic marketing
• “Digital marketing” is part “Marketing”
– “Digital marketing” is tactical rather than strategic. But tactics can, and should,
influence strategy
– “Digital marketing” or “Classic marketing” tactics may need to be executed by
specialists but both must be understood and integrated for effective marketing
– A digital marketer who refuses to embrace classic marketing will hit a ceiling in
his/her career
– A classic marketer who refuses to embrace digital won’t have a job at all before
long
• In the M3 model
– “Customer” appears twice. “Digital” does not appear at all.
– Works for B2B as well as B2C
– Works for small organisations as well as large
20

21. Are these functions part of the same team in
your business?
• Customer Insight
– Classic: focus groups, surveys
– Digital: keyword research, social media analysis
• Segmentation & Targeting
– Classic: demographic, firmographic, psychographic, behavioural
– Digital: contextual, realtime/dynamic, sequential/triggered
• Customer Experience
– Classic: target segment portraits, Net Promoter Score
– Digital: personas, digital analytics/CRO
• Distribution
– Classic: wholesale, retail, channel management
– Digital: affiliates, aggregators, syndication, platforms, viral/sharing
21

22. Data Competencies (for Modern Marketing)
22
Domain Activities Function Roles
Measurement
& Optimisation
Metrics(inc. social, web, offline, multichannel); reporting (inc. ROI/revenue performance,
activity-level); analytics(inc. dashboards, forecasting, multi-attribution); optimisation(inc. test
and learn, A/B and multivariate testing, conversionrate optimisation, budgetre-allocation)
etc.
Marketing, Data Analyst, Optimiser
Marketing &
Data Ops
Joining the data/system/processdots; data integration (inc.deduping, syncing); dataflows
(inc. IOs, routing, migrations); data formatsand types; managing martech stack(inc. what to
buy, why, when, tools); data capture (inc. forms, validation); dataquality (inc. data cleansing,
recency, accuracy, validity, completeness) etc.
Marketing, Data Data Ops, Data Engineer,
Marketing Ops
Governance &
Compliance
Privacy; permissions/consent; data accessand controls; processes/policiesaround data etc. Marketing, Data,
Legal
Compliance/data officer,
Legal counsel
Marketing
Logic/
Intelligence
Automation rules; personalisation logic; artificial
intelligence(inc. smart content suggestions, email/content creation, bot programming);
predictive analytics; algorithms; triggers/sequencing; programmatic logic; dynamic models;
lifecycle management etc.
Marketing, Data Data Scientist
Customer Data
& Insight
Customer data model, valuesand attributes; segments; LTV models; what/when/how to
capture customer/prospect data; quant. customer insight, market research, voice of customer
etc.
Marketing, Data Strategist, Planner,
Insight/Research
Architecture Taxonomy, ontology;schemas; metadata; mappingsetc. Marketing, Data Analyst, Strategist,
Architect
Infrastructure Identity management; authentication; security; hosting; protocols; monitoring etc. Data, Technology Technical Architect,
Systems Engineer,
DevOps

23. 23
Data Competencies (for Modern Marketing): Baseline
• 44% agree
• 56% disagree
The people in my organisation have the skills
they require to make sense of customer data
and insights’

24. 24
24
What are the implications of M3?

25. What does M3 mean for you and your
organisation?
1. Take personal and organisational responsibility for
developing M3 marketing capability – if you want to
succeed in modern marketing
2. Ensure your organisation, your peers in other functions,
and your marketing team are clear, and agreed, on the
role/remit of marketing in your business – use M3 as a
reference
3. Make sure you have the right organisational
structure/design for a ‘future-fit’ marketing function
25

26. 1. Developing M3 marketing capability
https://www.econsultancy.com/re
ports/how-marketers-learn/
https://www.econsultancy.com/training/
https://www.marketingweek.com/mini-
mba/
Contact: Paul Davies, Group Client
Director, Econsultancy, 020 3199 8475,
paul.davies@centaurmedia.com

27. Tradepublications
Conferences &
Events
YouTube
TED TalksPodcastsBlogsMOOCs
Information
overload
1. Developing M3 marketing capability:
Personalised learning journeys

28. What best describes your organisation’s plans to invest in upskilling
its workforce in 2018? (top-performing companies vs. the
mainstream)
45%
39%
16%
23%
55%
22%
We will invest significantly in
digital skills and education
We will invest somewhat in digital
skills and education
We will be making little or no
investment in digital skills and
education
Top-performing companies Mainstream

29. What does M3 mean for you and your
organisation?
1. Take personal and organisational responsibility for
developing M3 marketing capability – if you want to
succeed in modern marketing
2. Ensure your organisation, your peers in other
functions, and your marketing team are clear, and
agreed, on the role/remit of marketing in your business
– use M3 as a reference
3. Make sure you have the right organisational
structure/design for a ‘future-fit’ marketing function
29

30. What does M3 mean for you and your
organisation?
1. Take personal and organisational responsibility for
developing M3 marketing capability – if you want to
succeed in modern marketing
2. Ensure your organisation, your peers in other functions,
and your marketing team are clear, and agreed, on the
role/remit of marketing in your business – use M3 as a
reference
3. Make sure you have the right organisational
structure/design for a ‘future-fit’ marketing function
30

31. 2. Organisational structure / design: the
future fit marketing function

32. 32
M3 in full
Read/download at
http://m3.econsultancy.com

33. 15 March 2018
33
Be like Chris…………

34. ABC – Always Be Learning
Seán Donnelly
Senior Analyst, Econsultancy
Sean.donnelly@econsultancy.com
@Seanog1982