On Marketing Accountability A Reflection FUTURELAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)
Reflecting on Marketing Accountability
May 17, 2015
This presentation is a "wake up call" for marketers to change the way the profession operates and become more accountable.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
On Marketing AccountabilityA Reflection
FUTURELAB
Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)
FUTURELAB
Alain Thys: Jekyll or Hyde ?
•As a retailer/VC/entrepreneur: Double digit ROI
•As a marketer: Close to € 100,000,000 spent
to date, and very little to show for it
If you think marketing has a corporate image problem
FUTURELAB
Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child …
McKinsey CEO/CMO Survey
FUTURELAB
The average tenure of CMOs in consumer markets is 23, 15 or 12 months.
Spencer Stuart
FUTURELAB
Too many marketers have become so specialised that they don’t think in
terms of the company’s big picture.
FUTURELAB
Philip Kotler
Marketers are frivolous and difficult to approach
FUTURELAB
Australian Society of Certified Public Accountants
FUTURELAB
Cranfield University
Withhold research Take credit for other’s work
Lack structure Are always in meetings
Work from 10 to 4 Have long lunches
Unaccountable, untouchableSeek quick promotions
ChurnCare about cars, stats and lunch
Use jargonSlippery
Expensive
If you think marketing has a corporate image problem
FUTURELAB
FUTURELAB
Who Killed Marketing?A Forensic Investigation
FUTURELAB
Pho
to b
y ~
bill
ysri
otg
irl0
40
4
Don’t shoot the messenger
Bloody Uncomfortable Confronting
FUTURELAB
FUTURELAB
THE VICTIMAccountability to the Business
THE CRIME SCENEAccountability to the Customer
THE VICTIM’S WORLDAccountability to the World
A Forensic Investigation
FUTURELAB
THE VICTIMAccountability to the Business
THE CRIME SCENEAccountability to the Customer
THE VICTIM’S WORLDAccountability to the World
A Forensic Investigation
WARC, 2007
Which % of marketers define clear objectives for their campaigns?
46%
Which % time do Sr. Marketers spend on their media strategy (= largest budget item)?
2%EMM, 2005
Which % of Sales Promotions are Unprofitable?
85%UCLA, 2004
Which % of German TV advertising campaigns generate negative ROI?
82%Deutsche Bank, 2004
FUTURELAB
Accountability to the Business: Making MoneyA Forensic Investigation
The Reasons:
Differing Strategies within the organisationLack of integrated planningResistance to ChangeUnco-operative RetailersLack of Internal CommunicationMisalignment between Marketing & SalesTurf BattlesOrganisational Silos…
Source: reveries.com survey, July 2005 – n = 198 US marketersFUTURELAB
Accountability to the Business: Implement PlansA Forensic Investigation
Over 80% of the ROI of any Marketing Strategy/Initiative is left to chance
31% of projects are canceled before completion
53% of projects cost nearly double of original estimates.
only 16% of projects come in time and budget.
Source: Management Centre Europe
FUTURELAB
Accountability to the Business: Implement ... At AllA Forensic Investigation
FUTURELAB
THE VICTIMAccountability to the Business
THE CRIME SCENEAccountability to the Customer
THE VICTIM’S WORLDAccountability to the World
A Forensic Investigation
ACNielsen, E&Y, 2005
Which is the failure rate of US Consumer Products?
95%
Which % of CEO’s believe their brand provides superior customer experience
80%Bain & Company
Which % of their customers actually agree?
8%Bain & Company
Which % of Germans are irritated by TV advertising
GfK Marktforschung
78%88% PVR users adskip
FUTURELAB
Accountability to the CustomerA Forensic Investigation
FUTURELAB
THE VICTIMAccountability to the Business
THE CRIME SCENEAccountability to the Customer
THE VICTIM’S WORLDAccountability to the World
A Forensic Investigation
CASE: 25% of all bottled water in the world crosses national borders.
FUTURELAB
• Fiji – New York : 13,000 km by boat & truck• 50% of wholesale cost = transportation• 1 million bottles/day = own electricity generation in “pristine” Fiji• >50% inhabitants do not have reliable drinking water
• Glass bottle = 5x weight of plastic bottles (transport & energy)• 2 liters of water to wash/rinse 1 liter bottle before filling• Truck in CO2 from volcanic springwater in Tuscany
Accountability to the World: EnvironmentA Forensic Investigation
http://www.youtube.com/watch?v=grH1gK1TpW0 (30 second edit)
http://www.youtube.com/watch?v=9uUqPj7FLBE
(45 second edit)
Abroad At home
FUTURELAB
Accountability to the World: PeopleA Forensic Investigation
FUTURELAB
In Your Communication: Neutrality
Accountability to the World: PeopleA Forensic Investigation
Do you really believe in what you do? Or do you wear a mask?
FUTURELAB
Accountability to the World: The SelfA Forensic Investigation
SUICIDEWho Killed Marketing?
FUTURELABImage: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
How can you avoid it happening to you?
FUTURELAB
http://www.youtube.com/watch?v=9MaKHxsGZ-A&mode=related&search=
Tom Knows
FUTURELAB
Be Accountable to the business, the customer, the world
“Drive” or prepare to “Be Driven”
FUTURELAB
MEASURE & PREDICTBUDGET ALLOCATION
Case: German insurance company Case: Indian Tea company, Greek Telco.
Demonstrate Financial ROI
FUTURELAB
Accountability to the Business
Make Implementation Happen
Align employees, agencies, vendors, retailers, …
“Companies with aligned marketing & sales
• grow 5.4 % faster• are 38% better at “closing proposals”• churn 36% less of their customers
MarketingProfs Benchmark Report 2005
FUTURELAB
Accountability to the Business
FUTURELAB
Focus Your Business on the CustomerAccountability to the Customer
Create Meaningful Propositions
Communicate with Respect, Insight, Passion
Customer Delight at all Touchpoints
Life Cycle Assessment Create a win-win Aspire Neutrality
Demonstrate the Profitability of CaringAccountability to the World
FUTURELAB
Challenge what has stopped making sense
Look in the Mirror, Every Day...Accountability to the World
FUTURELAB
Heavy
FUTURELAB
but inescapableto address its image problem, marketing needs to become more accountable ...
Conclusion:
The Tools Exist ... The Choice is Yours
FUTURELAB
To experiment with, learn about and act on marketing accountability:
SEPTEMBER 2007: MARKETING ACCOUNTABILITY EXPERIMENTATION LAB (MAX)
Related Documents
