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This presentation is a \"wake up call\" for marketers to change the way the profession operates and become more accountable.

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futurelab

FUTURELAB

A Reflection

Feel free to re-use or mash-up this

presentation under Creative Commons

2.0 licence (non-commercial, attribution)

On Marketing Accountability

alain thys jekyll or hyde

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

FUTURELAB

marketers are faddish irresponsible don t think

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

The average tenure of CMOs in consumer

markets is 23, 15 or 12 months.

Spencer Stuart

FUTURELAB

too many marketers have become so specialised

Too many marketers have become so

specialised that they don’t think in

terms of the company’s big picture.

Philip Kotler

FUTURELAB

marketers are frivolous and difficult to approach

Marketers are frivolous and

difficult to approach

Australian Society of Certified Public Accountants

FUTURELAB

withhold research take credit for other s work

Withhold research

Take credit for other’s work

Lack structure

Are always in meetings

Work from 10 to 4

Have long lunches

Unaccountable, untouchable

Seek quick promotions

Churn

Care about cars, stats and lunch

Use jargon

Slippery

Expensive

Cranfield University

FUTURELAB

a forensic investigation

A Forensic Investigation

Who Killed Marketing?

Photo by ~billysriotgirl0404

FUTURELAB

bloody uncomfortable confronting

Bloody

Uncomfortable

Confronting

Don’t shoot the messenger 

FUTURELAB

a forensic investigation 1

A Forensic Investigation

THE VICTIM’S WORLD

Accountability to the World

THE VICTIM

THE CRIME SCENE

Accountability to the Customer

Accountability to the Business

FUTURELAB

a forensic investigation 2

A Forensic Investigation

THE VICTIM’S WORLD

Accountability to the World

THE VICTIM

THE CRIME SCENE

Accountability to the Customer

Accountability to the Business

FUTURELAB

a forensic investigation 3

A Forensic Investigation

Accountability to the Business: Making Money

Which % of Sales

Promotions are

Unprofitable?

Which % of

marketers define

clear objectives for

their campaigns?

46%

Which % of German

TV advertising

campaigns generate

negative ROI?

82%

Which % time do Sr.

Marketers spend on

their media strategy

(= largest budget item)?

2%

85%

Deutsche Bank, 2004

UCLA, 2004

EMM, 2005

WARC, 2007

FUTURELAB

a forensic investigation 4

A Forensic Investigation

Accountability to the Business: Implement Plans

The Reasons:

Differing Strategies within the organisation

Lack of integrated planning

Resistance to Change

Unco-operative Retailers

Lack of Internal Communication

Misalignment between Marketing & Sales

Turf Battles

Organisational Silos

Source: reveries.com survey, July 2005 – n = 198 US marketers

FUTURELAB

a forensic investigation 5

A Forensic Investigation

Accountability to the Business: Implement ... At All

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

a forensic investigation 6

A Forensic Investigation

THE VICTIM’S WORLD

Accountability to the World

THE VICTIM

THE CRIME SCENE

Accountability to the Customer

Accountability to the Business

FUTURELAB

a forensic investigation 7

A Forensic Investigation

Accountability to the Customer

Which % of their

customers actually

agree?

Which % of Germans

are irritated by TV

advertising

Which is the failure

rate of US Consumer

Products?

Which % of CEO’s

believe their brand

provides superior

customer experience

80%

78%

88% PVR users adskip

8%

95%

GfK Marktforschung

Bain & Company

Bain & Company

ACNielsen, E&Y, 2005

FUTURELAB

a forensic investigation 8

A Forensic Investigation

THE VICTIM’S WORLD

Accountability to the World

THE VICTIM

THE CRIME SCENE

Accountability to the Customer

Accountability to the Business

FUTURELAB

a forensic investigation 9

A Forensic Investigation

Accountability to the World: Environment

CASE: 25% of all bottled water in the world crosses national borders.

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

FUTURELAB

a forensic investigation 10

A Forensic Investigation

Accountability to the World: People

Abroad

At home

http://www.youtube.com/watch?v=9uUq

Pj7FLBE

http://www.youtube.com/watch?v=grH1g

K1TpW0

(30 second edit)

(45 second edit)

FUTURELAB

a forensic investigation 11

A Forensic Investigation

Accountability to the World: People

In Your Communication: Neutrality

FUTURELAB

a forensic investigation 12

A Forensic Investigation

Accountability to the World: The Self

Do you really believe in what you do? Or do you wear a mask?

FUTURELAB

who killed marketing

Who Killed Marketing?

SUICIDE

FUTURELAB

Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429

tom knows

Tom Knows

http://www.youtube.com/watch?v=9MaKHxsGZ-

A&mode=related&search=

FUTURELAB

drive or prepare to be driven

“Drive” or prepare to “Be Driven”

Be Accountable to the business, the customer, the world

FUTURELAB

accountability to the business

Accountability to the Business

Demonstrate Financial ROI

MEASURE & PREDICT

BUDGET ALLOCATION

Case: German insurance company

Case: Indian Tea company, Greek Telco.

FUTURELAB

accountability to the business 1

Accountability to the Business

Make Implementation Happen

“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

Align employees, agencies, vendors, retailers, …

FUTURELAB

accountability to the customer

Accountability to the Customer

Focus Your Business on the Customer

Create Meaningful Propositions

Customer Delight at all Touchpoints

Communicate with Respect, Insight, Passion

FUTURELAB

accountability to the world

Accountability to the World

Demonstrate the Profitability of Caring

Life Cycle Assessment

Create a win-win

Aspire Neutrality

FUTURELAB

accountability to the world 1

Accountability to the World

Look in the Mirror, Every Day...

Challenge what has

stopped making sense

FUTURELAB

conclusion the tools exist the choice is yours

Conclusion:

The Tools Exist ... The Choice is Yours

Heavy

but inescapable

to address its image problem, marketing

needs to become more accountable ...

FUTURELAB

futurelab 2

FUTURELAB

To experiment with, learn about and act

on marketing accountability:

info@futurelab.net

SEPTEMBER 2007: MARKETING ACCOUNTABILITY EXPERIMENTATION LAB (MAX)