what it takes to be a true marketing leader and innovator
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Kathy Button Bell@Emerson_News
@Emerson_KathyBB
WHAT IT TAKES TO BE A
TRUE MARKETING LEADER
AND INNOVATOR
KEY TAKE-AWAYS
MARKETERS TODAY
FACE AN ASTONISHING
AMOUNT OF CHANGE:
THE ROLE BROADENS
DAILY AND NEW SKILLS
ARE NEEDED CONSTANTLY.
YOU ARE NOT ALONE IF
YOU FEEL OVERWHELMED
BY THE CHANGE AND
FEARFUL OF THE
INCREASED PRESSURE
TO DO MORE WITH LESS.
TO SUCCEED, CMOS
MUST EMBRACE A NEW,
INTEGRATED AND
INSPIRATIONAL VISION
AND WORKING STYLE,
BOTH INTERNALLY
AND EXTERNALLY.
Kathy Button Bell Vice President, Chief Marketing Officer, Emerson
What it Takes to be a True Marketing Leader and Innovator
N= 117 CMOs and Senior Marketing Leaders
MARKETERS ARE DAZED AND DAZZLED BY THE RELENTLESS PACE OF CHANGE.
““
PACE OF CHANGE
EXPECT THE PACE OF CHANGE
TO ACCELERATE
97%SEE A NEED FOR
RESPONSE TO NEGATIVE NEWS WITHIN MINUTES
90%ARE DOING THINGS
THAT AREN’T TRADITIONAL MARKETING
85%
N= 117 CMOs and Senior Marketing Leaders
PACE OF CHANGE
FIND THAT LEADERSHIP JUDGES SUCCESS OR
FAILURE FASTER
76%FEEL OVERWHELMED
BY CHANGE
34%
N= 117 CMOs and Senior Marketing Leaders
MANAGING SOCIAL KEEPS US UP AT NIGHT. NEW SKILLS ARE DESPERATELY NEEDED.
““
NEW SKILLS NEEDED
SEE A DRAMATIC INCREASE IN THE
BREADTH OF SKILLS NEEDED
97%ARE CONCERNED ABOUT
BRAND INTEGRITY AND EXECUTION IN
SOCIAL MEDIA
70%ARE SEEKING
YOUNGER EMPLOYEES WHO UNDERSTAND THE
NEW TECHNOLOGIES
60%
N= 117 CMOs and Senior Marketing Leaders
NEW SKILLS NEEDED
CAN’T FIND PEOPLE WITH THE RIGHT SKILL SETS
45%ARE FINDING IT
IMPOSSIBLE TO FILL IMPORTANT POSITIONS
28%SAY THE SKILLS
FOR WHICH THEY WERE HIRED ARE NOW OBSOLETE
21%
N= 117 CMOs and Senior Marketing Leaders
MARKETING’S
ROLE
IS BROADENING
OUR ROLE IS EXPANDING…BOTH OUTWARD AND UPWARD.
““
BROADER ROLE
ARE DOING THINGS THEY’VE NEVER DONE BEFORE
97%SEE MARKETING’S
INPUT BEING SOUGHT MORE OFTEN
87%ARE HAVING
GREATER INPUT ON CORPORATE STRATEGY
78%
N= 117 CMOs and Senior Marketing Leaders
BROADER ROLE
HAVE A SEAT IN THE EXECUTIVE ROOM AND DECISION PROCESSES
77%ARE SPENDING
MORE TIME IN FRONT OF THE BOARD
56%
N= 117 CMOs and Senior Marketing Leaders
THERE’S ALWAYS PRESSURE TO DO MORE, BUT THE BUDGETS AREN’T KEEPING UP.
““
BUDGET STASIS
HAVE NEW AND/OR DIFFERENT RESPONSIBILITIES,
BUT NO CHANGE IN BUDGET
89%FIND ANNUAL BUDGETING
“CHALLENGING”
56%
N= 117 CMOs and Senior Marketing Leaders
SO, WHAT IS A
CHIEF MARKETING
OFFICER TO DO?
WE’RE LIVING AND WORK IN BETA.
“ “
Instead of PRODUCT
Source: Harvard Business Review, January-February 2013
RETHINKING THE 4 P’Sby Richard Ettenson, Eduardo Conrado, and Jonathan Knowles
Instead of PLACE
Instead of PRICE
Instead of PROMOTION
Focus on SOLUTION
Define offerings by the needs they meet, not by their
features, functions, or technological
superiority.
Focus on ACCESS
Develop an integrated cross-channel presence that considers customers’ entire purchase journey instead of emphasizing
individual purchase locations and channels.
Focus on VALUE
Articulate the benefits relative to price, rather
than stressing how price relates to production costs, profit margins, or competitors’ prices.
Focus on EDUCATION
Provide information relevant to customers’ specific needs at each point in the purchase
cycle, rather than relying on advertising, PR, and
personal selling that covers the waterfront.
BECOME THE CHIEF COMPLEXITY REDUCTION OFFICER: DESTROY SILOS
1999 EMERSON
$14.3 Billion in revenues with over 60 businesses
2012 EMERSON: A LEADER IN ITS COREGLOBAL BUSINESSES AND MARKETS
$7.9B $5.2B$6.4B $3.8B $1.9B
HUMAN-CENTERED DESIGN DRIVES SIMPLICITY AND USABILITY
Design language reflects Emerson’s
improving high tech image
BECOME THE CHIEF INTEGRATION OFFICER: DESTROY SILOS
SALES
INNOVATIONR&D
EXEC MGMT
STRATEGY
HRCOMM
CUST SVC
IT
AGENCIES
OPERATIONS
INTERNAL TEAMS
REDISTRIBUTING MARKETING TIME AND INFLUENCE
N= 117 CMOs and Senior Marketing Leaders
IT ALL STARTS WITH LISTENING: DESTROY SILOS
MARKETING MUST CARRY THE CUSTOMER VOICE TO R&D
DEFINE PAIN
SOLUTION VISION
SOLUTION VALUE
Marketing
MARKET RESEARCH
IDEA GENERATION
CONCEPT FEASIBILITY CONCEPT
DEVELOPMENT & PROJECT PLANNING
DESIGN & DEVELOPMENT
RAMP UP
LAUNCH & PRODUCTION
START-UP
PRODUCTION
EMERSON MARKETING LAUNCHES NEW INNOVATION MODEL DRIVING ORGANIC GROWTH
New-to-the-BUSINESS
New-to-the-WORLD
MINOR Revisions
MAJOR Revisions
MARKETING AND SALES MUST CLOSELY COLLABORATE: DESTROY SILOS
CHANGE OUR TRADITIONAL SALES APPROACH
Lots of “show and tell” focusing on our products and what they do
1. Lead with question
2. Lead with hypotheses
3. LEAD with insight
MARKETING CAN HELP SALESPEOPLE BECOME BUSINESS CONSULTANTS BY INCREASING SITUATIONAL FLUENCY
Sources: Keith Eades and Robert Kear, Sales Executive Council
3 Generations of Solutions Selling
1. Don’t lead with information about the supplier
2. Don’t just lead with our unique selling principle
3. DO tell a story about their business that leads to our differentiators
Commercial Teaching
SALES
Define PAIN
Solution VISION
Solution VALUE
Access to POWER
Control Buying
PROCESS
MARKETING
MARKETING’S MARRIAGE TO IT: DESTROY SILOS
BY 2017, THE CMO WILL SPEND MORE ON IT THAN THE CIO
““
SOCIAL MEDIA: OUTCOME OF THE IT / MARKETING HOOKUP May 2013
Emerson.com YouTubeTotal video views on YouTube, a 127% growth YoY89,400
Over 90 shares of content to date, increasing YoY by
YoY and MoM: Year over year, month over month
The Extra MileVisits in May spiked vs. April following updates on social and paid media
37%
Page views during May 2013 for the Homepage:
• CHARMs 922 page views
• Trellis 510 page views
• Smart Wireless 399 page views
• Intelligent Store 351 page views
FacebookIn May, interactions on Kathy Button Bell’s Facebook page increased by
This is likely a result of increased posting during BMA Blaze and a higher volume of photos posted.
Twitter@Emerson_Charlie interactions increased from 79 in April to 104 in May, which is roughly
In addition, Charlie’s number of followers increased by
@Emerson_News also saw a 23% increase in the number of interactions during the month of May.
32%
LinkedInIn May, the page had the highest engagement (Likes, Comments, Shares) to-date with
578 total interactions
It’s Never Been Done Before
Source: Webtrends tracking
161%
11%
109%
36,477page views
Emerson Q2 Earnings onMay 7, 2013 was the most active day of the month with 13,344 visits generating:
25%
International visits increased 25% year-over-year from 53% in May 2012 to 66% in May 2013
MARKETING AND IT MUST COLLABORATE ON STRATEGY TO MEET BUSINESS DEMANDS
PersonalizedSimple ImmediatePredictiveAlways Available
Emerson Marketing and IT StrategyMust be fast, secure and reliable
Establish a framework that could scale across business to build ‘voice’
Collaboration MobilityBig Data Cloud
Customer Expectations Technology Trends
Business Initiatives
SolutionSelling
Superior Customer Care
Perfect Execution
Enriched Business Models
BECOME THE CHIEF TRANSPARENCY OFFICER: DESTROY SILOS
Total Visits 23,305
UniqueVisitors12,659
Total Page Views 75,178
pages viewed per visit
www.TheExtraMileWithCharlie.com
54% New Visitors
46% Returning Visitors
3.23
63% of visitors from U.S., 37% of visitors were international.
Social Shares
52% of visits
33% of visits
13% of visits
BECOME THE CHIEF INSPIRATION OFFICER: DESTROY SILOS
WHAT IT TAKES TO BE A
TRUE MARKETING LEADER
AND INNOVATOR
Kathy Button Bell@Emerson_News
@Emerson_KathyBB
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