architects of vision and strategy for business intelligence role of quality in integrated marketing...

architects of vision and strategy for business intelligence

Role of Quality in Integrated Marketing

Brian McDonaldDirector of Marketing & Project

Management

Zencos Consulting LLC


IM and TQM

• Quality and Integration work as a continuum as well as a process

• Unity of:

– Effort, purpose, process, goal, action

• Cross-functional process

• Creates integrity when an organization is seen as a whole rather than collections of disparate, autonomous functions

• Re-integration gets company back on track


What Needs to be Integrated?

• Resources

• Customers

• Other Stakeholders

• Corporate Learning

• Brand Positioning

• Big Creative Idea

• Corporate Mission


Barriers to Integration

• Ego/turf wars

• Unbalanced compensation and reward systems

• Lack of corp discipline to put customer first

• Absence of intelligent db systems

• Poor internal communications

• Lack of competent marcom group

• Poor stakeholder management

• Lack of agreement on marketing objectives

• Over dependence on mass media

• Suboptimizatoin of functional areas


Optimization

• The Good

– Suboptimization creates increase in expertise

• The Bad

– Departmental optimization can be at the expense of overall corporate goal

• TQM recognizes specialization however optimization of the whole is the higher principle


Maintaining Strategic Consistency

• Brand equity

• Maintaining product and service consistency can be difficult when inconsisstent messages are present

• Planning

• Assurance

• Control

• No negative surprises; easy recognition

• Product and service performance have communication dimensions that send some of most critical brand messages


Consistency Factors

Marketing Communications

Brand Positioning

Brand Identity

Product And Service Performance

Customer-driven Philosophy

Corporate Core Values And Mission


Make Interactivity Purposeful

• Create intrinsic brand contact points

• Manage brand contacts

• Maximize value-added interactivity

• Leverage interactive media

• Leverage direct marketing

• Define role of DB and IT infra not the otherway around


5Rs of Purposeful Dialogue

• Recourse

• Recognition

• Responsiveness

• Respect

• Reinforcement


Cross-Funtional Team

• Similar to TQM

• Manage horizontal processes

• Teams need to be in place extended period vs. ad hoc placement

• Challenge to stay customer-focused

• Strategy has to dictate structure


Quality and Marketing Case Study

• McDonald’s

– Brand created from quality promise of simple product

– Built modern day franchise business model

– Innovator and market leader for decades

– How to manage on global scale; emerging markets/China

– Back to basics: Quality, Cleanliness, Service


McDonald’s Decline 2000-03


McDonald’s 5 YR Growth vs. DJI


Zencos Case Study

• Business Intelligence (BI) Consulting Firm

• Founded in 2001 as Zencos Consulting, LLC

• 648% growth from 2003 to 2006

• Leader among SAS Alliance Partners

– Driving SAS Software Revenue

– Implementing SAS Solutions and Technology

– Teaming with R&D and Marketing

• SAS Certified Reseller


Awards and Recognition

• No. 180 ranking on Inc. 500

• No. 40 on Triangle Business Journal Fast 50

• 2006 SAS Field Choice Award & 2005 SAS Partner Innovator of the Year

• 2006 Models of Excellence Award (Peer Monitor)

• SAS Global Forum and SUGI Best Contributed Paper Awards


Quality Marketing Integration

• Planning

• Assurance

– ISO, 6 Sigma,

• Control

– Process management systems; corporate culture, organizational process assets;


Zencos Consulting LLC

2530 Meridian Parkway, Suite 300

Durham, NC 27713

919-806-4412

www.zencos.com

architects of vision and strategy for business intelligence role of quality in integrated marketing...

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