The 7 Principles of Driving B2B Growth through Marketing

Transcription

1 The 7 Principles of Driving B2B Growth through Marketing A Compendium of Learning from EMM Group Client Projects Sat Duggal CEO, EMM Group March 27 th, EMM Group

2 EMM Group: We focus on growth We Provide: Immediate Solutions Permanent Capability Improvements We leave you with the winning strategy and a repeatable capability 2008 EMM Group 2

3 EMM Group: Helping marketers achieve fast and measurable improvement in demand generation INSIGHTS INNOVATION STRATEGY & PLANNING Compete and win via superior understanding of customers, markets and trends Turn insights into winning innovation initiatives with the right payback metrics Launch and manage innovation in the marketplace effectively and efficiently In each area we provide processes, tools, training and workshops to meet your unique needs 2008 EMM Group 3

4 EMM Group: Who Are We? TM A legacy company from a P&G/Accenture joint venture. Leaders in the area of driving sustainable growth through marketing capability improvement. Authors of The New Marketing Mission and Improve Your Marketing to Grow Your Business (Wharton School Press). Authors of the industry standard marketing accountability studies for the Association of National Advertisers (ANA). Codifiers of the end to end marketing best practice process used as the benchmarking gold standard by the ANA for its 400 member companies EMM Group 4

5 We work with global leaders in all verticals Serving B to B and B to C marketing needs 2008 EMM Group 5

6 Develop Business Goals for your marketing transformation initiative and have them communicated to everyone by the CEO/CMO. 6

7 Identify the iconic behaviors for senior management that will signal customer-centricity the most to your organization and monitor and communicate the same. 7

8 3. Make a change in the power center Identify the power center of your organization and identify how that can be influenced by customer-centric thinking. 8

9 3. Make a change in the power center 4. Pick your battles To prioritize your efforts, conduct assessment and benchmarking to identify the areas that are at the intersection of most critical to your business and most broken. 9

10 3. Make a change in the power center 4. Pick your battles 5. Be impatient for results and patient for organizational behavior change Create the pull for customer-centric approach and tools by focusing initially on proving a success model rather than process development, training or any other classic capability building efforts. 10

11 3. Make a change in the power center 4. Pick your battles 5. Be impatient for results and patient for organizational behavior change 6. Modify rewards and incentives Involve an HR representative in the core team. 11

12 3. Make a change in the power center 4. Pick your battles 5. Be impatient for results and patient for organizational behavior change 6. Modify rewards and incentives 7. Leverage key people Identify how best to bring external perspective into the core team. 12

13 3. Make a change in the power center 4. Pick your battles 5. Be impatient for results and patient for organizational behavior change 6. Modify rewards and incentives 7. Leverage key people 13