- 1. Marketing Excellence: Developing Strategic Marketing Skills
With Advanced Marketing SimulationsYou can listen to todays webinar
using your computers speakers or you may dial into the
teleconference.If you would like to join the teleconference,please
dial 1.408.600.3600 and enter access code 499 658 737 #.You will be
on hold until the seminar begins.#CLOwebinar
2. Marketing Excellence: Developing Strategic MarketingSkills
With Advanced Marketing SimulationsSpeakers:Philippe Latapie
Partner, Managing Director StratX International Brennan Dell
Director, Marketing Talent and Capabilities Dell Sebastien Lamiaux
Director StratX InternationalModerator: Mike Prokopeak Vice
President, Editorial Director Chief Learning Officer magazine
#CLOwebinar 3. Tools You Can Use Q&A Click on the Q&A panel
(?) in the bottom right corner Type in your question in the space
provided Click on Send. #CLOwebinar 4. Tools You Can Use Polling
The poll will appear on theright side of your screen Select the
best option foreach question Click on Submit#CLOwebinar 5.
Frequently Asked QuestionsWill I receive a copy of the webinar
recording? YES Will I receive a copy of the slides? YESPlease allow
up to 2 business days to receive these materials #CLOwebinar 6.
Marketing Excellence: Developing Strategic MarketingSkills With
Advanced Marketing SimulationsMike ProkopeakVice President,
Editorial DirectorChief Learning Officer magazine #CLOwebinar 7.
Marketing Excellence: Developing Strategic MarketingSkills With
Advanced Marketing Simulations Philippe Latapie Partner, Managing
Director StratX International Brennan Dell Director, Marketing
Talent and Capabilities Dell Sebastien Lamiaux Director StratX
International#CLOwebinar 8. Marketing Excellence: Developing
Strategic Marketing Skillswith Advanced Business
SimulationsEngaging Business SimulationsAction Learning that Drives
Growth 9. About StratX Our clients 40 Fortune 500 companies have
hired StratX. 25 of the top 30 business schools in the world use
STRATEGIC StratX simulations. THINKING60+ countries around the
world run StratXBUSINESS ACUMEN programs. Winning Behaviors that
Drive Profitable Growth COMMERCIALINNOVATION &
MARKETINGEXCELLENCE EXCELLENCECUSTOMER CENTRICITYOur MissionEnable
leaders to drive profitable growth8 10. Simulations Developed with
Thought Leaders F. SimonColumbia UniversityProfessorBiobrand
Launcher Simulation focused on newmarketing models
inbiopharmaceuticalsJC LarrecheC. Kim and R. Founder of
StratXMauborgne and INSEAD ProfessorINSEAD Professors Marktsrat
simulationBlue Ocean Strategy and many others focusedsimulation on
customer centric focused on customerstrategies value innovation 9
11. Table of ContentsWhy Marketing Excellence?Dell example: how one
leading companyis using a simulation-based approach todevelop its
marketing know-how globallyMarketing simulations: what to expect
andwhere to beginQ&A 12. Poll 1: Triggers of Marketing
ExcellenceCan you relate to the following challenges?Take the
marketing function to the next levelDifferentiate in a maturing and
competitive marketDevelop and retain marketing talent in global
marketsHelp drive organic growthMaximize impact of upcoming
launchesStimulate and orient innovation11 13. Trends Affecting
Marketing Excellence InitiativesMarketing Excellence Initiatives
seem more common now than 5 years agoThe power of the customer is
growingMarkets are maturing and becoming more
competitiveAcquisitions and cost reductions are no longer
sufficientMarketings role and impact on growth is increasingCMOs
are in place in more organizationsCustomer insights can be the
source of productive innovation, customerengagement and retention
12 14. Two Levels of Marketing Excellence 2. Marketing as
Leadership To gain superior customerExternalunderstanding,
capturecustomer insights, create leadership new markets, serve
newcustomer segments Internal To motivate and enable therest of the
organization to leadership adapt and contribute1. Marketing as a
ProfessionMarketing excellence must develop marketingas a
profession withinthe company13 15. Four Roles to Transform
Marketing into a Strategic FunctionSource: Unleashing the Power of
Marketing, HBR Review 14 16. StratX Approach15 17. Table of
ContentsWhy Marketing Excellence?Dell example: how one leading
companyis using a simulation-based approach todevelop its marketing
know-how globallyMarketing simulations: what to expect andwhere to
beginQ&A 18. About DellOur PurposeDelivering technology
solutions that enablepeople everywhere to grow and thrive We are a
leading technology solutions provider for individual consumers
through large enterprises in public and private markets 100,000+
employees across 40 countries with sales in 180 countries worldwide
Over 4000+ marketers worldwide in a cross-matrixed organization
serving numerous customer segments and marketplaces 17 19. The
Situation in 2009 Difficult global economy Company branding and
purposetransformation Focus on people strategy 18 20. Marketing
GapsInitial State Desired State Little consistency in approach
Ability to reach consensus Too tactical without factoring in
Alignment to create effective strategystrategy Simple, repeatable,
scalable Analysis paralysistemplates and tools Over indexing on
options Evaluation of options & alternatives 19 21. The
Approach Background and objectives Target population of 1500 senior
staffmarketers with goal to deploy to 35% peryear Program started
early 2010 and has beenheld more than 30 times in NorthAmerica,
Europe, Asia and South America Course Overview The program includes
a 3-day liveworkshop format featuring: The use of a strategic
simulation developed by StratX Conceptual sessions and frameworks,
including processes Application toward real-world Dell business
issues Corporate Responsibility Social Media Marketing Talent &
Capabilities Virtual version of the program Continuous innovation
of content and tools20 22. ImpactThis course gives a great first
hand on experience on how to run a corporation.Essential for every
function in Dell, to relate to their contribution to
theorganization. Best simulation Ive had since business
school.Great simulation based program. Refreshes need of
collaboration andstimulates strategic thinking. This is a must take
course in the Dell training portfolio 21 21 23. Results More
strategic mindset among marketers Strengthening of peer network
Ability to leverage wisdom of crowd22 24. Table of ContentsWhy
Marketing Excellence?Dell example: how one leading companyis using
a simulation-based approach todevelop its marketing know-how
globallyMarketing simulations: what to expectand where to
beginQ&A 25. Key Success Factors of a Marketing Excellence
Initiative Top management support Strategic Perspective Top notch
execution Constant monitoring and alignment Honing skills, shaping
mindsets, inspiring behaviors24 26. Poll 2: Experience with
SimulationsHave you ever used a computer based simulation
before?YesNoIf so, in which type of environment?CorporateUniversity
/ Graduate School / MBAOther 25 27. Why a
Simulation?LearningRESULTS
ImpactExperienceACTIONExperience-basedBELIEFCase StudiesGroup
ExercisesUNDERSTANDINGDiscussions Sharpen skills Apply tools/
Lecturesconcepts KNOWLEDGE Test strategies Reading Traditional
Build teams Level of Involvement26 28. 27 29. The Simulation
ProcessStrategyResultsCompany,Competitor
&MarketAnalysisInformationGroupDiscussionIntegration of
skills,perspectives andcreative ideas Strategy Immediate
FeedbackGeneration from SimulationTeams in
indirectcompetitionEvaluationIntensive teamworkPractice
strategicanalysis and Decisiondecision makingMakingskills 28 30.
Simulation Participants are Challenged to Formulate& Implement
Customer-Focused Growth StrategiesCustomer GroupsPlan
StrategyBalance External & Internal Perspectives Resource
Allocation Implement and MonitorCompanyCompetitors 29 31. So How Do
You Begin?Define vision and objectives through a diagnosticAudit
existing programs, resourcesIdentify target audience, budgetStart
incrementallyEncourage emerging practices and celebrate
earlysuccesses30 32. Key MessagesMarketing Excellence is more than
just discretemarketing training programsMarketing Excellence is
about marketing leadershipthat will Drive a customer-centric
mindset throughout the organization Uncover new offerings and new
market opportunities Be a key contributor to the growth of the
companySkills, mindsets and behaviorsSimulation can be valuable
tool to jumpstart, reinforce oraccelerate 31 33. Table of
ContentsWhy Marketing Excellence?Dell example: how one leading
companyis using a simulation-based approach todevelop its marketing
know-how globallyMarketing simulations: what to expect andwhere to
beginQ&A 34. Poll 3: Next StepsI would like to:Receive a
complimentary copy of Building MarketingExcellence article by
StratXReceive a complimentary copy of the summary ofThe Momentum
Effect by Jean-Claude LarrecheRequest a follow-up from StratX 33
35.
Q&[email protected]@[email protected]
36. Join Our Next CLO WebinarDriving Your Organizations Culture by
Building LearningRelationships for Mutual Benefit Thursday, March
22, 2012 CLO Webinars start at 2 p.m. Eastern / 11 a.m.
PacificRegister at www.clomedia.com/eventsJoin the CLO Network:
http://network.clomedia.com/#CLOwebinar