Excellent presentation of recent American Marketing Association survey of marketing executives

1. An Introduction

2. Marketing2020 Partners

3. 250 CEO, CMO and Agency Vision Interviews

4. 10,231 marketing participants from 92 countries

5. 18%
12%
8%
8%
7%6%
41%
Media/Communications
Business and financial services
Consulting
Manufacturing
Healthcare
FMCG
Others
18%
33%
48%
1%
B2C
B2B
Both
Other
1,064 US Participants
19%
30%
30%
21%
Board/EVP/SVP
VP/Director
Manager
Other
63%9%
28%
Marketing
Communications
Others
Seniority Industry DisciplineType of Business
5

6. A lot is changing in the Marketing World

7. WHAT we do in Marketing is changing beyond recognition

8. …but HOW we organize
looks the same
Marketing
Organization Chart

9. The role of Marketing

10. Global ConsumersPartnersLocal Agencies
10
Marketing structure

11. Marketing capability

12. and CMO leadership

13. ...to drive business growth

14. NOW:
Characteristics of
Winning
Marketing2020
Brands

15. At/After Lunch:
CMO Round Table:
Organizing for
Growth

16. Top
Marketing2020
Opportunities &
Challenges

17. Social marketing
Purposeful Marketing
Collaborating with Consumers
Globalization

18. Opportunity to influence business

19. Top
Marketing2020
Challenges

20. Infobesity

21. Privacy risks
Organizational silos
Doing more with less
Touch point consistency

22. Lack of influence

23. Ability to stay current

24. So,
What does it
take to win?

26. losers
winners
26
Validation

27. Winning Marketing2020 brand characteristics
Big Insights
Purposeful Positioning
Total Experience

28. Organizing for growth
Big Insights
Purposeful Positioning
Total Experience

29. Winning in Marketing2020
Big Insights
Purposeful Positioning
Total Experience

30. NOW:
Winning
Marketing2020
Brand
Characteristics
Big Insights
Purposeful Positioning
Total Experience

31. Big insights
Big
Insights
+30%
Big Insights
Purposeful Positioning
Total Experience

32. 38
33
45
42
30
35
40
45
50
We have right data and analytics available to
measure marketing effectiveness
We are able to leverage all data
and analytics available
to improve our marketing effectiveness
Underperform
Overperform
Big Insights
Purposeful Positioning
Total Experience

33. Purposeful Positioning
Big Insights
Purposeful Positioning
Total Experience
6
73
0
10
20
30
40
50
60
70
80
I believe that brands with a clear societal purpose will drive
more business growth
Disagree Agree

34. Purposeful Positioning

35. Purpose based functional benefits
Big Insights
Purposeful Positioning
Total Experience

36. Purpose based emotional benefits
Big Insights
Purposeful Positioning
Total Experience

37. Purpose based societal benefits
Big Insights
Purposeful Positioning
Total Experience

38. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q9 Market share Q11 Lead
generation
Q13 Marketing
efficiency
Q14 Net promoter
score
Q15 Consumer
engagement
Q16 Revenue
growth
Q17 Marketing
return on
investment
Q18 Brand health
Impact of having a societally purposeful brand (Q3602)
on marketing KPIs (current performance versus competition)
With purpose Without purpose
38
Purpose drives business growth
Advantages to be achieved

39. Total Experience
Big Insights
Purposeful Positioning
Total Experience

40. Brand value in a digital world
40
B R E A C H O F
P R I VA C Y
I N C O N S I S T E N C Y
DEPTHValueProposition
B R E A D T H# of Touch Points and Experiences
© 2013 EffectiveBrands

41. Nike’s share of experience
0
1
2
3
4
5
6
7
8
9
10
Price of
shoe and
system
Heart rate
monitoring
Running
computer
Quality
of shoe
Brand
image, self-
identification
Tracking
runs
Motivation
to run
Integrating
music and
running
Participating
in social
network
Emotional
association
with running
experience
QualityofExperience
Key Elements of the Customer’s Experience
Nike Experience Curves
Perspective of the RunnerHigh
Low
41

42. NIKE VIDEO HERE PLEASE
42

43. Winning
Marketing2020
Brand
Characteristics
Big Insights
Purposeful Positioning
Total Experience

44. Organizing for Growth
@marketing2020EB

45. Now:
CMO Round Table:
Organizing for
Growth Big Insights
Purposeful Positioning
Total Experience

46. Connect:
Marketing is too
important to be left
just to marketers
46
Big Insights
Purposeful Positioning
Total Experience

47. Seamless total customer experience
Big Insights
Purposeful Positioning
Total Experience

48. 38%
19%
58%
33%
10%
20%
30%
40%
50%
60%
Marketing works closely with the CEO on
business strategy
Marketing approves large growth-oriented
ivestment decisions
2006 2013
Big Insights
Purposeful Positioning
Total Experience
Marketing Influence

49. Partners for growth

50. “Marketing works closely with the CEO …
64%
50% 49%
34%
41%
30%
38% 39%
47%
42%
6% 12% 12%
19% 17%
CPG
Manufacturing
Financial
Energy
&Utilities
HealthCare
Agree Neither Disagree
50
Marketing’s Influence
Big Insights
Purposeful Positioning
Total Experience

51. #1
Big Insights
Purposeful Positioning
Total Experience
Business acumen
is the license to
operate and ticket
to influence

52. 23.6 23.5 23.2
26.8
28.4
34.7
42.0 43.0
45.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
2004 2005 2006 2007 2008 2009 2010 2011 2012
inmonths
The CMO tenure
Big Insights
Purposeful Positioning
Total Experience

53. Big Insights
Purposeful Positioning
Total Experience
Engineer less —
Engage more
@marketing2020EB

54. Engage internally
72
43
47
84
60
63
40
50
60
70
80
90
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
Under Perform Overperform
Big Insights
Purposeful Positioning
Total Experience
54

55. ‘Googliness’
Big Insights
Purposeful Positioning
Total Experience

56. Full week training & PDP
Big Insights
Purposeful Positioning
Total Experience

57. $2,000 “Leave Now” check
Big Insights
Purposeful Positioning
Total Experience
@marketing2020EB

58. Focus
drives
growth
Big Insights
Purposeful Positioning
Total Experience

59. 49%
59%
Underperformer Overperformer
“Local marketing
understands the
global strategy”
“It’s clear what the
strategy is for the brand
I’m working on”
59
56%
70%
Underperformer Overperformer
Understanding the strategy
Big Insights
Purposeful Positioning
Total Experience

60. “I support the global strategy of the brand I am working for - % AGREE”
EVP VP/MD Manager Other
Global 83% 80% 83% 82%
Regional 72% 74% 75% 73%
Local 66% 64% 63% 56%
Big Insights
Purposeful Positioning
Total Experience
Communicate, Communicate …

61. Big Insights
Purposeful Positioning
Total Experience
Orchestration &
Integration

62. Founder — Chief Experience Officer
Big Insights
Purposeful Positioning
Total Experience

63. Collaborating more closely with IT, Finance and HR
% Always
18
14
3029
26
40
10
15
20
25
30
35
40
45
50
Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance
Under Perform Overperform

64. SVP Marketing and IT

65. CMO and Head of HR

66. From
Product
Manager
Staff
Marketing
Strategies
Manager
Staff
Advertising
Director
Staff
Market
Research
Director
Staff
Promotion
Director
Staff
CMO
Public
Relations
Manager
Staff

67. To
Public
Relations
Manager
Product
Manager
Marketing
Strategies
Manager
Market
Research Director
Promotion
Director
CMO
Advertising
Director

68. Think
Analytics
Marketers
Feel
Engagement
Marketers
Do
Production/Content
Marketers
New Marketing Roles

69. Content & creative services
Big Insights
Purposeful Positioning
Total Experience

70. Big Insights
Purposeful Positioning
Total Experience
58%

71. More agencies
% that works with more than 5 agencies
33
53
20
25
30
35
40
45
50
55
60
# agencies
Under Perform Overperform
Big Insights
Purposeful Positioning
Total Experience

72. Big Insights
Purposeful Positioning
Total Experience
From Global to Networked

73. From Local to Communities
Big Insights
Purposeful Positioning
Total Experience

74. Big Insights
Purposeful Positioning
Total Experience
Building Marketing capabilities drives growth

75. Capabilities have the strongest correlation to revenue growth, brand health and MROI
Growing marketing excellence
24 26
15
42
52 50
10
20
30
40
50
60
Consumer Understanding &
Insights
Brand Positioning Brand Strategy
Underperform
Big Insights
Purposeful Positioning
Total Experience
75

76. From Digital
Marketing
to
Marketing
in a digital
Age

77. Big Insights
Purposeful Positioning
Total Experience

78. Lead by example
Big Insights
Purposeful Positioning
Total Experience

79. CMO Round Table:
Organizing for
Growth
Big Insights
Purposeful Positioning
Total Experience

80. Panel Discussion info@marketing2020.org

81. What are you doing to prepare clients and
colleagues for this new world order?
info@marketing2020.org

82. How do you move your teams from Big Data
to Big Insights?
info@marketing2020.org

83. How do you best engage the CEO … and the
rest of the organization?
info@marketing2020.org

84. How different will your marketing
organization look 5 years from now?
info@marketing2020.org

85. What are potential traps for CMOs in driving
such aggressive change?
info@marketing2020.org

86. What’s Next?

87. 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

88. What’s Next?

89. 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

90. info@marketing2020.org
@marketing2020EB