Lunch session 3

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  • Marketers are not looking forward to 2012MCI historical low driven by the fact that a majority of Marketers expect a budget decrease – and that difference vs. those who expect a status quo or an increase is far bigger than in the crisis years 2009 and 2010; moreover teams expected not to growNow putting the CCI published monthly by National Bank of Belgium as it was when YMS is realized, we see that it is pretty similar to MCI: >0: means Marketers are in tune with their consumers<0: means Marketers are reactive i.o. proactive>0, <0 ? The choice is yours
  • CEO’s:45 respondentenMarketers: 139 respondenten
  • Marketing became complex, for a while nowThe profile of the marketers has to change to be able to cope with the challenging timesBalance is boring, but it is what we need. We need marketers to balance between sometimes very contradicting skillsHe has to be a Generalist and have an overview on the whole marketing scene. At the same time, as marketing has to be very curious about specialized marketing domains ….He has to be creative, we want him to look at thing s in a different way, makes links, use past experience in other situations …. At the same time he has to love numbers and understand the importance of in depth quantitative analysis.Marketing is a tough discipline, strict timings and processes are required. But it might be necessary to have guts, … so if you have an idea, convince the board and get it done, realize in a short term because the opportunity is there and now.Marketers need hard skills (f.i. MPM; CRM; Nielsen, GFK, …) but has to be good communicators, good intuition, build bridges internally…..Humility is important: listen to experienced marketers, but certainly to the consumer. At the same time: have a own vision and clear conviction, be able to make choices.Last but not least: we need passionate marketers who understand what the business is about. One that knows where the business is going ….End with : Agility & creativity might be more important than knowledge
  • Lunch session 3

    1. 1. Lunch Session Stephane Vermeiren - Rabobank Caroline Vervaeke
    2. 2. The 3 main services of The House of Marketing Temporary Marketing Support Marketing Consultancy Marketing Talent Development To bridge Capacity & Competence gaps To tackle strategic marketing challenges To develop, counsel & train marketers on the job Presentation1 2
    3. 3. 2013: The marketer lacks faith, belief and confidence Will he be more optimistic in 2014? Mar/13 MCI compared to the Consumer Confidence index Mar/13 20 15 15 15 13 12 10 5 4 2 1 0 2005-3 2006-2 2007 2008-3 1 -1 2010 2009 2011 -5 2012 -5 2013 -5 Sept: -6 -10 -15 -15 -17 -20 -20 -24 -25 #yms2012 -30 Presentation1 MCI 3 CI (data from Feb/13) Mar/13: -24
    4. 4. THoM’s belief: Marketers must become more FACTS Presentation1 4
    5. 5. More strategic focus, aiming for more relevance and simplicity More agility and customer centricity in the organization More creativity in their marketing approach and innovation More tangibility without losing faith in intuition More sustainable reflections Presentation1 5
    6. 6. •Build consistent & relevant brand equities •Define customer segment(s) •Check customers' needs & insights •React fast to changes •Adapt fast to new expectations •Define efficient marketing processes •Define unique value propositions •Make everyone contribute to brand marketing •Innovation that reaches new customers/markets •Stimulate creativity when dealing with turbulent times •Analytical skills •Make strategic analysis of the market •Define KPI’s and improvement plans •Demonstrate Pragmatism •Analyze competition objectively •Appreciate impact of sustainable decisions •Combine sustainable performance •Raise awareness of sustainability across company Presentation1 6
    7. 7. 45 CEO’s gave their opinion about the performance and responsibilities of marketers, linked to our FACTS vision Presentation1 7
    8. 8. Performance 2 Focus Agility 1.5 Creativity 6 Tangibility 1 Sustainability 0.5 Importance 16 0 -2 -1.5 -1 -0.5 0 11 17 8 0.5 18 5 15 -0.5 10 4 9 -1 -1.5 -2 Presentation1 8 14 2 7 1 3 1 13 1.5 12 2
    9. 9. Importance of Marketing responsibilities Marketers 1.2 Focus Agility 2 13 3 1 Creativity Tangibility 1 9 0.8 Sustainability 10 8 18 0.6 15 12 6 4 16 14 7 0.4 5 17 0.2 11 CEO's 0 Presentation1 -0.5 0 0.5 9 1 1.5 2
    10. 10. marketers 0.1 16 12 Performance of Marketers 0 -1 -0.5 0 13 0.5 1 1.5 CEO's 18 8 -0.1 6 9 14 4 -0.2 17 15 5 10 1 3 -0.3 Focus Agility 11 Creativity 2 -0.4 Tangibility Sustainability 7 -0.5 -0.6 Presentation1 10
    11. 11. Marketers see marketing responsibilities as slightly more important than CEO’s do ... but they are even more severe on their own performance than CEO’s are Presentation1 11
    12. 12. The CEO values segmentation and market analysis, but not more than that Marketing seems to be a short term responsibility where pragmatism is expected Marketing looks more and better at the past than to the future Marketing is not in the lead for innovation Marketing is not convincing in building a consistent brand And marketing is not expected to put sustainability on the agenda DOES MARKETING FAIL? Presentation1 12
    13. 13. CEO’s are looking for equilibrists to tackle the marketing challenges Personality traits to adress challenges 60% Analytical skills Marketers 50% Sense for business 40% Communication skills 30% See the bigger picture Conviction power Creative skills Make experts work together 20% Guts Passion for marketing 10% Discipline Intuition Empathy Humility 0% 0% 10% Yearly marketing survey 2013 Presentation1 20% 30% CEO's 13 40% 50% 60%
    14. 14. CEO’s are looking for equilibrists to tackle the marketing challenges Generalist Creative Analytical Discipline Guts Hard skills Soft skills Humility Conviction Passionate about Marketing Presentation1 Curious about specialization Business driven 14
    15. 15. For more information Caroline Vervaeke Mobile: +32 (0) 475 96 16 96 E-Mail: caroline.vervaeke@thom.eu The House of Marketing Kardinaal Mercierplein, 2 B-2800 Mechelen Belgium www.thehouseofmarketing.be Join us on LinkedIn Follow us on Twitter Presentation1 15

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