designing a - mma
TRANSCRIPT
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Designing a Modern Marketing Organization
Omar Rodriguez Vila, PhD
Sundar Bharadwaj, PhD
Neil A. Morgan, PhD
Shubu Mitra
Peter Schelstraete
Research Partner:
Picture by: Todd-McLellan
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020) 3
Storytelling
Social Media &
Conversation
Management
Direct-To-Customer
Service and Delivery
CRM & Loyalty
ManagementLocation, Trajectory &
Contextualization
Cx DesignJourney Monitoring
and Management
Product Quality
Public
Relations
Content
Management
Buyer/User/
Guest
Insights
Integrated Data
Management
Talent Management
Marketing Accounting
Standards
Agile Management
Martech
Marketing
Ventures
Dynamic Segmentation and
Targeting
Portfolio Strategy
& Innovation
Data privacy and security
management
Influencer
Management
Sponsorship
ManagementProgrammatic
Media Management
Data Science
and Analytics
Social Purpose
Performance
Marketing
Brand Management
Customer-Centric
Culture
Ux Design
SEM & SEO
Monetization
Strategy
Ux Design
Attribution
Customer
Communities
Brand Activism
Design Thinking
Marketing
Operations
Diversity, Equity and
InclusionStorymaking
Portfolio
Management
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Structure Challenge
Skills Challenge
Change Challenge
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Content Team Media TeamPerformance Marketing
Martech Team Social Media Team
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Observed Tensions
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Marketing DividedBrand and Performance marketer “camps” within firm don’t get along…view the world very differently
We have loads of data, now what? The challenge of putting the customer at the center of the business
Tech is eating strategyNewly available data and attribution leads to emphasis on value capture over creation
Which bell and which whistle?How to select the type of innovation that matters for a specific brand and business?
If I can measure it, it may be fraudThe challenge of data integrity and collaborations in the digital space
We are adding, not changingIt is less about what to start vs. stop. It is about doing more with less
What should be in-house?With all these new things we are doing, which should we in-source vs. outsource…and when?
I thought I knew my role Blurring of lines and need for ever more collaboration requires full redesign
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Designing a Modern Marketing Organization
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What capabilities?
The people, process, and tech areas that marketing needs to be great at
leading or supporting in order to deliver on its mission.
What structure, skills, and change? The formalization of functional areas, reporting lines, and allocation of roles,
responsibilities, and decision rights.
What mission?
The value proposition of marketing defined by the goals it will serve and the
accountabilities it will own for the enterprise.
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
S t e p 1
S e l e c t Y o u r M i s s i o nS t e p 2
A s s e s s Y o u r F i tS t e p 3
D e s i g n Y o u r C h a n g e
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Marketing Value Proposition
Drive growth by matching
offerings to individual customer
needs and context in ways that
facilitate transactions.
Drive growth by increasing
convenience and enjoyment
across the customer journey.
Drive growth by deepening and
expanding the meaning, community,
and purpose around an offering.
ExperienceValue
(Journey)
EngagementValue
(Meaning)
ExchangeValue
(Transaction)
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Marketing Value Proposition
ExperienceValue
(Journey)
EngagementValue
(Meaning)
ExchangeValue
(Transaction)
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Marketing Value Proposition
ExperienceValue
(Journey)
EngagementValue
(Meaning)
ExchangeValue
(Transaction)
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Marketing Value Proposition
ExperienceValue
(Journey)
EngagementValue
(Meaning)
ExchangeValue
(Transaction)
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Personalization
Convenience
Meaning
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Convenience
Meaning
Personalization
Average Marginal Utility by Age
TECHNOLOGY & SOCIOLOGY DRIVEN BENEFITS
Example: Personalized Content | Personalized Products
Example: Mobile Ordering | Delivery Services
Example: Societal Benefits| Customer Communities
Customer Value Equation Research (June 2020)10 Industry Sectors / n=46,230 consumer x choice combinations
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Average Marginal Utility by Age and Industry Sector
Convenience
Meaning
Personalization
Age
Customer Value Equation Research (June 2020)10 Industry Sectors / n=46,230 consumer x choice combinations
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Different Strategies to Create Customer Demand
Service Focused
Exchange
Experience
Engagement
Branded Platforms
Exchange
Experience
Engagement
Experience Sellers
Exchange
Experience
Engagement
Transaction Centered
Exchange
Experience
Engagement
Branded Sellers
Exchange
Experience
Engagement
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Different Transformation Journeys
17
Three-Stack
Marketing
Organizations
Exchange
Experience
Engagement
Exchange
Experience
Engagement
The Legacy Firm Path
Exchange
Experience
Engagement
Exchange
Experience
Engagement
The Digital Native Path
Exchange
Experience
Engagement
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Drive growth by matching
offerings to individual customer
needs and context in ways that
facilitate transactions.
Drive growth by increasing
convenience and enjoyment
across the customer journey.
Drive growth by deepening and
expanding the meaning, community,
and purpose around an offering.
Guide the discovery of new growth via
branded platforms, revenue streaming, and
marketing model innovation.
Facilitate Stronger and More Flexible
Organizational Links to Nurture Speed,
Synergies, and Drive.
Build and Leverage Information Loops to
Increase Causal Understanding and
Expand Resource Optimization
Marketing Value Proposition
OperatingValue (Connection)
ExperienceValue
(Journey)
StrategicValue(Direction)
KnowledgeValue(Intelligence)
EngagementValue
(Meaning)
ExchangeValue
(Transaction)
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020) 19
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Indirect Direct
Slow Fast
Vertical Horizontal
Outsource Insource
Operating Asymmetry
Brand to Sell Sell to Brand
Market Data Customer Data
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
OPERATINGVALUE
EXPERIENCEVALUE
STRATEGICVALUE
KNOWLEDGEVALUE
ENGAGEMENTVALUE
EXCHANGEVALUE
Marketing Value Areas
MODERN MARKETING CAPABILITY MAP
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
CUSTOMER VALUE
FIRMVALUE
MODERN MARKETING CAPABILITY MAP
Prediction
Personalization
Conversion
Product/Service Experience
Journey Orchestration
ValueAugmentation
Stories
Connections
Community and
Purpose
Growth Paths
Market & Customer Intelligence
Platforms
Monetization
Talent Management
Organizational Links
ExecutionTechnology
Data Creation & Management
Marketing Analytics
Marketing Value Areas
OperatingValue
ExperienceValue
StrategicValue
KnowledgeValue
EngagementValue
ExchangeValue
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
MODERN MARKETING CAPABILITY MAP
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
MODERN MARKETING CAPABILITY MAP
TECHNOLOGY COMPANYCurrent Capability Configuration
Desired Marketing Value Proposition
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
MODERN MARKETING CAPABILITY MAP
CPG COMPANY
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
23 November 2020This material is confidential is not for distribution.
29
Marketing Capability FitTotal Marketing Capability Fit Assessment
= capability area.
Priorities for Investment and
Development
Potential for Reduction or Reallocation
Capabilities near desired level of development. No action needed.
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
23 November 2020This material is confidential is not for distribution.
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Fit Level
67%
Marketing Capability FitTotal Marketing Capability Fit Assessment
= capability area.
Priorities for Investment and
Development
Potential for Reduction or Reallocation
Capabilities near desired level of development. No action needed.
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
Capability Fit and Growth
31
Low High
Benchmarks based on Marcaps research across 348 companies.
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Marketing
Mission
What new capabilities to build?
What existing capabilities to upgrade
or downgrade?
What individual competencies/skills to
train?
What new talent/partners are needed?
What to insource vs. outsource?
What is the role of marketing?
(Lead, support, let go)
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Rodriguez Vila, Bharadwaj, Morgan, Mitra, and Schelstraete (2020)
S t e p 1
D e f i n e t h e M i s s i o nS t e p 2
A s s e s s t h e F i tS t e p 3
D e s i g n t h e C h a n g e
How to Design a Modern Marketing Organization
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Harvard Business ReviewNov-Dec 2020 Edition