An Introduction
Marketing2020 Partners
250 CEO, CMO and Agency Vision Interviews
10,231 marketing participants from 92 countries
1,064 US Participants Seniority Type of Business Industry Discipline 1% 21% 30% 19% 30% 48% 18% 33% 41% 6% 7% 18% 12% 8% 8% 28% 9% 63% Board/EVP/SVP VP/Director Manager Other 5 B2C B2B Both Other Media/Communications Business and financial services Consulting Manufacturing Healthcare FMCG Others Marketing Communications Others
A lot is changing in the Marketing World
WHAT we do in Marketing is changing beyond recognition
Marketing Organization Chart but HOW we organize looks the same
The role of Marketing
Marketing structure Global Local Agencies Partners Consumers 10
Marketing capability
and CMO leadership
...to drive business growth
NOW: Characteristics of Winning Marketing2020 Brands
At/After Lunch: CMO Round Table: Organizing for Growth
Top Marketing2020 Opportunities & Challenges
Collaborating with Consumers Globalization Social marketing Purposeful Marketing
Opportunity to influence business
Top Marketing2020 Challenges
Infobesity
Touch point consistency Doing more with less Organizational silos Privacy risks
Lack of influence
Ability to stay current
So, What does it take to win?
Validation winners losers 28
Winning Marketing2020 brand characteristics Big Insights Purposeful Positioning Total Experience
Organizing for growth Big Insights Purposeful Positioning Total Experience
Winning in Marketing2020 Big Insights Purposeful Positioning Total Experience
NOW: Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
Big Insights Purposeful Positioning Total Experience Big Insights +30% Big insights
Big Insights Purposeful Positioning Total Experience 50 45 40 Underperform Overperform 45 42 35 30 38 We have right data and analytics available to measure marketing effectiveness 33 We are able to leverage all data and analytics available to improve our marketing effectiveness
Big Insights Purposeful Positioning Total Experience 80 70 60 50 40 30 20 10 0 Disagree 6 Agree I believe that brands with a clear societal purpose will drive more business growth 73 Purposeful Positioning
Purposeful Positioning
Big Insights Purposeful Positioning Total Experience Purpose based functional benefits
Big Insights Purposeful Positioning Total Experience Purpose based emotional benefits
Big Insights Purposeful Positioning Total Experience Purpose based societal benefits
Purpose drives business growth Advantages to be achieved 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q9 Market share Q11 Lead generation Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition) Q13 Marketing efficiency Q14 Net promoter score Q15 Consumer engagement With purpose Q16 Revenue growth Q17 Marketing return on investment Without purpose Q18 Brand health 40
Total Experience Big Insights Purposeful Positioning Total Experience
Brand value in a digital world Value Proposition D E P T H I N C O N S I S T E N C Y B R E A C H O F P R I V A C Y 42 # of Touch Points and Experiences B R E A D T H 2013 EffectiveBrands
Nike s share of experience Quality of Experience High 10 9 8 7 6 5 4 3 2 1 0 Low Price of shoe and system Heart rate monitoring Running computer Nike Experience Curves Perspective of the Runner Quality of shoe Brand image, selfidentification Tracking runs Motivation to run Integrating music and running Participating in social network Emotional association with running experience Key Elements of the Customer s Experience 43
Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
At/After Lunch: CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
Average CMO tenure through the years in months 50.0 45.0 40.0 35.0 30.0 25.0 20.0 15.0 10.0 5.0 0.0 42.0 43.0 45.0 34.7 26.8 28.4 23.6 23.5 23.2 2004 2005 2006 2007 2008 2009 2010 2011 2012 52
Googliness Big Insights Purposeful Positioning Total Experience
Big Insights Purposeful Positioning Total Experience Founder Chief Experience Officer
To Product Manager Promotion Director Marketing Strategies Manager CMO Market Research Director Advertising Director Public Relations Manager
Seamless coordination Chief Experience Officers Think Analytics Marketers Do Production/Content Marketers Feel Engagement Marketers
Organizing for Growth @marketing2020eb
WHAT we do in Marketing is changing beyond recognition
Marketing Organization Chart but HOW we organize looks the same
@marketing2020eb Unleashing Global Marketing Potential
The role of Marketing
Marketing structure Global Local Agencies Partners Consumers 6
Marketing capability
and CMO leadership
...to drive business growth
Before Lunch: Winning Marketing2020 Brand Characteristics Big Insights Purposeful Positioning Total Experience
Brand value in a digital world Value Proposition D E P T H I N C O N S I S T E N C Y B R E A C H O F P R I V A C Y 11 # of Touch Points and Experiences B R E A D T H 2013 EffectiveBrands
Now: CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
Connect: Big Insights Purposeful Positioning Total Experience Marketing is too important to be left just to marketers 13
Big Insights Purposeful Positioning Total Experience Seamless total customer experience
60% 50% 58% 2006 2013 40% 30% 38% 33% Big Insights Purposeful Positioning Total Experience 20% 10% Marketing works closely with the CEO on business strategy 19% Marketing approves large growth-oriented ivestment decisions Marketing Influence
Partners for growth
Marketing s Influence Marketing works closely with the CEO Big Insights Purposeful Positioning Total Experience Agree Neither Disagree 6% 30% 12% 12% 38% 39% 19% 17% 47% 42% 64% 50% 49% 34% 41% 17 CPG Manufacturing Financial Energy & Utilities Health Care
Big Insights Purposeful Positioning Total Experience Business acumen is the license to operate and ticket to influence #1
The CMO tenure Big Insights Purposeful Positioning Total Experience in months 50.0 45.0 40.0 35.0 30.0 25.0 20.0 15.0 10.0 5.0 0.0 42.0 43.0 45.0 34.7 26.8 28.4 23.6 23.5 23.2 2004 2005 2006 2007 2008 2009 2010 2011 2012
@marketing2020eb Big Insights Purposeful Positioning Total Experience Engineer less Engage more
Engage internally Big Insights Purposeful Positioning Total Experience 90 84 Under Perform Overperform 80 72 70 60 60 63 50 43 47 40 I am proud of my brand s purpose In our company we ensure that all employees are fully engaged with our brand purpose We continuously engage our consumers and customers around our brand s purpose 21
Googliness Big Insights Purposeful Positioning Total Experience
Big Insights Purposeful Positioning Total Experience Full week training & PDP
@marketing2020eb Big Insights Purposeful Positioning Total Experience $2,000 Leave Now check
Focus drives growth Big Insights Purposeful Positioning Total Experience
Understanding the strategy Local marketing understands the global strategy It s clear what the strategy is for the brand I m working on Big Insights Purposeful Positioning Total Experience 70% 59% 56% 49% Underperformer Overperformer Underperformer Overperformer 26
Communicate, Communicate I support the global strategy of the brand I am working for - % AGREE Big Insights Purposeful Positioning Total Experience EVP VP/MD Manager Other Global 83% 80% 83% 82% Regional 72% 74% 75% 73% Local 66% 64% 63% 56%
Orchestration & Integration Big Insights Purposeful Positioning Total Experience
Big Insights Purposeful Positioning Total Experience Founder Chief Experience Officer
Collaborating more closely with IT, Finance and HR % Always Under Perform Overperform 50 45 40 40 35 30 25 29 26 30 20 15 18 14 10 Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance
SVP Marketing and IT
CMO and Head of HR
From CMO Product Manager Marketing Strategies Manager Advertising Director Public Relations Manager Market Research Director Promotion Director Staff Staff Staff Staff Staff Staff
To Product Manager Promotion Director Marketing Strategies Manager CMO Market Research Director Advertising Director Public Relations Manager
New Marketing Roles Think Analytics Marketers Do Production/Content Marketers Feel Engagement Marketers
Content & creative services Big Insights Purposeful Positioning Total Experience
Big Insights Purposeful Positioning Total Experience 58%
More agencies % that works with more than 5 agencies Big Insights Purposeful Positioning Total Experience Under Perform Overperform 60 55 53 50 45 40 35 33 30 25 20 # agencies
Big Insights Purposeful Positioning Total Experience From Global to Networked
Big Insights Purposeful Positioning Total Experience From Local to Communities
Big Insights Purposeful Positioning Total Experience Building Marketing capabilities drives growth
Growing marketing excellence Capabilities have the strongest correlation to revenue growth, brand health and MROI Big Insights Purposeful Positioning Total Experience 60 50 40 Underperform 42 52 50 30 24 26 20 15 10 Consumer Understanding & Insights Brand Positioning Brand Strategy 42
From Digital Marketing to Marketing in a digital Age
Big Insights Purposeful Positioning Total Experience
Big Insights Purposeful Positioning Total Experience Lead by example
CMO Round Table: Organizing for Growth Big Insights Purposeful Positioning Total Experience
Big Insights Purposeful Positioning Total Experience Greg Welch
Big Insights Purposeful Positioning Total Experience Brian Terkelson
Change or Die
Purpose
APIs DSPs SSPs DMPs Complexity Native Advertising Audience Analytics Attribution Modeling Geo- Location RRS PII ETL SDT
Speed
Big Ideas Internal Human Local Real Time Big Data External Programmatic Global Long Term 5
Technology Commerce Advertising Media Convergence
Growth
Marketing as a Profit Center
1 5 25 Immediate-Term Short-Term Long-Term Year Years Years
Purpose
Big Insights Purposeful Positioning Total Experience Joan Chow
Driving Growth with PURPOSE Joan Chow Executive Vice President and Chief Marketing Officer Arriving March 1, 2013 at your retailer
We Deliver Everyday Food in Extraordinary Ways CONSUMERS & CUSTOMERS
17 million children are food insecure in the United States LA + Chicago + NYC They live in every county across the country
YEAR 1 Skepticism Little Employee Awareness
YEAR 4 Conviction Full Company Passion!
IMPACT Sales + 48% ROI + 39% Awareness + 40% Consumer Engagement + 94% Employee Engagement +102% Spending + 6% Versus Year Ago
Big Insights Purposeful Positioning Total Experience Jim Speros
ALIGNING AND INSPIRING 40,000 PEOPLE Jim Speros
FIDELITY INVESTMENTS Privately-owned, 65 Year old company Over $4 trillion in assets under administration America s Retirement Leader Strong culture built on integrity and service
HIGHER PURPOSE Give people avenues to create a better life for themselves and their families
THE MANDATE Hired as CMO in 2008 by the CEO and the Johnson family. Elevate the Fidelity value proposition From product focused to financial partner Drive it through the organization Do it during the worst economic crisis since the Great Depression
VOICE OF THE CUSTOMER GUIDANCE THROUGH THE STORM
FINANCIAL GUIDE AND NAVIGATOR
CREATIVE EXPRESSION Turn Here
MORE THAN JUST A "GREEN LINE" Total brand experience that permeates EVERYTHING we do Central to driving growth and loyalty Shift to building relationships Brought to life through digital, mobile and social channels Onboarding of new employees Events & sponsorships Complete alignment of metrics and data strategies Part of the fabric of Fidelity
LESSONS Be true to who you are Move beyond the cosmetics of "branding Think of brand as the RESULT of what you do Deliver on the promise through ALL touch-points Partner closely with the CEO, BU Presidents, CIO, CFO and HR Inspire your people Focus on the metrics that really matter
Big Insights Purposeful Positioning Total Experience Antonio Lucio
Be the change you want to become.
The platform is already burning.
Stretch targets are the only possible targets in the digital world.
The partner network.
Digital natives will rule the world.
360 degree learning
Panel Discussion info@marketing2020.org
What s Next?
What s Next?
What s next for YOU? Top Marketing2020 CMO Priorities 1. Lead by example in a digital world 2.Engage the total organization 3.Inspire and empower vs. control 4.Ensure brand consistency throughout 5.Build marketing capability
What s Next? Marketing2020 CMO Round Tables in NYC, Chicago, LA and Las Vegas (CES) Benchmarking: Marketing2020 PulseCheck In-Company M2020 workshops Brand Purpose Round Tables Marketing Excellence Round Tables Organization Round Tables Contact: nprimola@ana.net