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

1. On Marketing Accountability A Reflection FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)

3. If you think marketing has a corporate image problem FUTURE LAB

4. Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey CEO/CMO Survey FUTURE LAB

5. The average tenure of CMOs in consumer markets is 23, 15 or 12 months . Spencer Stuart FUTURE LAB

6. Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. FUTURE LAB Philip Kotler

7. Marketers are frivolous and difficult to approach FUTURE LAB Australian Society of Certified Public Accountants

8. FUTURE LAB 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, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive

9. If you think marketing has a corporate image problem FUTURE LAB

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11. Who Killed Marketing? A Forensic Investigation FUTURE LAB Photo by ~billysriotgirl0404

12. Don’t shoot the messenger  Bloody Uncomfortable Confronting FUTURE LAB

13. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation

14. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation

15. 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 FUTURE LAB Accountability to the Business: Making Money A Forensic Investigation

16. 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 FUTURE LAB Accountability to the Business: Implement Plans A Forensic Investigation

18. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation

19. 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 FUTURE LAB Accountability to the Customer A Forensic Investigation 78% 88% PVR users adskip

20. FUTURE LAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation

22. http://www.youtube.com/watch?v=grH1gK1TpW0 (30 second edit) http://www.youtube.com/watch?v=9uUqPj7FLBE (45 second edit) Abroad At home FUTURE LAB Accountability to the World: People A Forensic Investigation

23. FUTURE LAB In Your Communication: Neutrality Accountability to the World: People A Forensic Investigation

24. Do you really believe in what you do? Or do you wear a mask? FUTURE LAB Accountability to the World: The Self A Forensic Investigation

25. SUICIDE Who Killed Marketing? FUTURE LAB Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429

26. How can you avoid it happening to you? FUTURE LAB

27. http://www.youtube.com/watch?v=9MaKHxsGZ-A&mode=related&search= Tom Knows FUTURE LAB

28. Be Accountable to the business, the customer, the world “ Drive” or prepare to “Be Driven” FUTURE LAB

29. MEASURE & PREDICT BUDGET ALLOCATION Case: German insurance company Case: Indian Tea company, Greek Telco. Demonstrate Financial ROI FUTURE LAB Accountability to the Business

31. FUTURE LAB Focus Your Business on the Customer Accountability to the Customer Create Meaningful Propositions Communicate with Respect, Insight, Passion Customer Delight at all Touchpoints

32. Life Cycle Assessment Create a win-win Aspire Neutrality Demonstrate the Profitability of Caring Accountability to the World FUTURE LAB

33. Challenge what has stopped making sense Look in the Mirror, Every Day... Accountability to the World FUTURE LAB

34. Heavy FUTURE LAB but inescapable to address its image problem, marketing needs to become more accountable ... Conclusion: The Tools Exist ... The Choice is Yours

35. FUTURE LAB To experiment with, learn about and act on marketing accountability: [email_address] SEPTEMBER 2007: M ARKETING A CCOUNTABILITY E X PERIMENTATION LAB (MAX)