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THE KELLOGG CMO PROGRAM
Jim Stengel
Building the Marketing Organization of the Future
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THE KELLOGG CMO PROGRAM
The following slides are excerpts from our program as part of The Kellogg School of Management’s Executive
Education CMO Program.
© 2013 The Jim Stengel Company LLC
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THE KELLOGG CMO PROGRAM
Why is this such an important, urgentand compelling issue?
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THE KELLOGG CMO PROGRAM
• The Numbers✓Importance of brand value: 30% of market cap of S&P 500 attributed to brand✓Spend is huge and growing: $500 billion in advertising alone✓Analytics firm MarketShare estimates 25% of spending misallocated
Why is this compelling and urgent?
© 2013 The Jim Stengel Company LLC
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THE KELLOGG CMO PROGRAM
• The Organization✓The “function” of marketing in companies is dynamic and unsettled✓While CMO tenure has doubled in 6 years, 40% of companies do not have a CMO✓75% of CMOs planning major organization redesign✓2% of marketing leaders very satisfied with their “integrated marketing”
Why is this compelling and urgent?
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THE KELLOGG CMO PROGRAM
• Wikipedia: Marketing is the process of communicating the value of a product or service to customers for the purpose of selling the product or service.
• Stengel: “Marketing is empathetically understanding people so you can create demand for something differentiated, and then build awareness, trial, repeat and advocacy for it.”
• Drucker: “Because it is its purpose to create a customer, any business has two – and only these two – basic functions: marketing and innovation.”
• Kotler: “Marketing is the set of human activities directed at facilitating and consummating exchanges.”
Let’s Get a Few Perspectives on “Marketing” ...
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THE KELLOGG CMO PROGRAM
The Three Big Steps to Building the Marketing Organization of the Future
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THE KELLOGG CMO PROGRAM
Who Are We and Where Are We Going: ✓ The CEO team’s leadership principles✓ The CEO’s ideal/purpose, objectives,
goals and priorities for the Company
Building the Marketing Organization of the Future - Step 1
© 2013 The Jim Stengel Company LLC
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THE KELLOGG CMO PROGRAM
What is Our Marketing Manifesto?What will Marketing uniquely do to help deliver the company’s potential?
Building the Marketing Organization of the Future - Step 2
© 2013 The Jim Stengel Company LLC
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THE KELLOGG CMO PROGRAM
How Marketing Will Deliver the Results: The 5Cs✓Core Work: What is the work you must be excellent in to achieve
the results?✓Capabilities: What are the core capabilities and skills you need to
build?✓Competitive Advantage: What are the choices you will make to
deliver the company’s potential?✓Culture: What is the culture that will enable growth, innovation,
creativity, accountability?✓Career Path: What is the career path(s) that will reinforce the
capabilities and skills you need, and support the culture?
Building the Marketing Organization of the Future - Step 3
© 2013 The Jim Stengel Company LLC
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THE KELLOGG CMO PROGRAM
✓Core work
✓Capabilities
✓Competitive Advantage
✓Culture
✓Career Path
Choosing Your 5Cs
Step 3
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THE KELLOGG CMO PROGRAM
Core Work: What do you have to be excellent in?
Step 3 (continued)
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THE KELLOGG CMO PROGRAM
Capabilities:What are the core capabilities and skills
you need to build?
Step 3 (continued)
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THE KELLOGG CMO PROGRAM
Competitive Advantage:What are the choices you will make to
deliver the company’s potential?
Step 3 (continued)
© 2013 The Jim Stengel Company LLC
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THE KELLOGG CMO PROGRAM
Culture:What is the culture that will enable
growth, innovation, creativity, accountability?
Step 3 (continued)
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THE KELLOGG CMO PROGRAM
Career Path:What is the career path(s) that will
reinforce the capabilities and skills you need, and support the culture?
Step 3 (continued)
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THE KELLOGG CMO PROGRAM
✓Great organizations do outstanding work
✓Outstanding work grows brands
✓Brand growth and great cultures attract talent
✓Energized talent keeps it all going
The Fruits of Organizational Excellence: A Virtuous Circle
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THE KELLOGG CMO PROGRAM
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