Download - Enhancing Your Marketing Effectiveness
Enhancing Your Marketing Effectiveness
The Opportunity
Getting a seat at the table for Marketing requires a team that is respected for its effectiveness, but:
Organization may not understand what Marketing does Unclear how Marketing is measured or how it aligns with business strategy Little confidence in Marketing’s ability to deliver
Pressing need to improve Marketing’s competenceOrganization hears Sales’ complaints of lack of support from MarketingYou seek a different role for Marketing but are concerned about capabilities
Developing marketing skills can be undisciplinedAn afterthought until annual reviewNo organization-wide initiative or measurement of progress
What if Marketing effectiveness and alignment within organization were optimized?
Just think what you could do with an enhanced set of marketing skills….
You are here What if you were here?
What if you could use your budget more wisely? Coordinate better with other functions?Improve success of innovation, forecasting, and pricing? Get more from your agencies?
Assumptions about your Marketing Team
Senior marketers from different organizations
Junior people from other functions within your organization
Your stars’ skill sets falling behind, as marketing quickly evolves
Difficult to achieve innovative marketing
Little coordination practices across business units
Too internally focused
Easier to get your people to change than to change out people
Re-Skilling: Improving collective skill set of your team
Correcting bad habits
Refreshing competencies not often used
Updating knowledge to address new opportunities
Reaching consensus on a single way of doing things
Leveraging strengths and addressing weaknesses of individuals on the team
Moss Re-Skilling Mission
To help marketing leaders thrive by enhancing their people’s effectiveness
The Product
Practical, MBA-level, on- or near-site seminars for marketers and key stakeholders
Each seminar covers best practices in specific areas
Case studies, processes, terminology, even duration and frequency tailored to your specific needs
Pre- and post-session testing, to gauge what information is absorbed by whom
Regular emails of topical interest to marketers
Optional leadership coaching and mid-course management follow-up
Moss Re-Skilling Curriculum
Introduction and Quantitative MarketingMarket orientationFinancial metrics in marketingMarketing metrics and brand healthDashboards
Research, Analysis, & InsightConsumer understandingMarket analysisInsight generation & implementationMarket segmentation and targeting Niche marketing
Marketing MixConsumer response model & marketing mixAdvertising Consumer promotion PublicityExperiential marketingLoyalty and relationship marketingBuzz marketing
Marketing Strategy and PlanningValue propositions, positioning, and competitive advantageCustomer directed strategic planning and annual plans
PricingCost-based versus value-based pricingPricing researchPricing strategies and competitive considerationsPositioning and pricing
Digital MarketingWeb site development and analysisEmail marketing and banner advertisingSearch engine marketingBlogs, consumer participation, and social networks
Product ManagementInnovationForecastingProduct testingProduct design and packaging Product life cycle management
Marketing LeadershipBrand strategyPortfolio managementAgency managementInternational marketing considerationsOrganizational considerations
Benefits
Enhance ability of Marketing to win in marketplace
Develop common language and processes to build culture
Assess individual marketers’ development relative to peers
Quantify skills development in your organization
Create cross-functional alignment and understanding value Marketing provides
Provide evidence of long-term commitment to improving Marketing effectiveness
Return on Investment
Executive Board studies show a correlation between marketing knowledge, Operating Profit and ROIC
Gains in efficiency and marketing performance worth many times the cost of training
Annual costs of training a department of 12 less than search firm costs to replace one marketing manager
Correlation with Marketing Knowledge
0.94
0.5
0.8
0.38
0.48
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
MarketingAttitudes
MarketingBehaviors
MarketingMetrics
OperatingMargin
Return onCapital
Source: Executive Board
Re-Skilling and Search Comparative Costs
Moss-Re-Skilling Search Costs for One Mktg Mgr
Global experience, working in more than 50 countries
Market experience
Steve MossSteve Moss has a track record of managing multiple consumer brands and improving brand
position, market share, and profitability in competitive markets on a global basis. He has
seen over 30 of his direct reports go on to VP of Marketing positions. Steve has managed
well recognized brands including Memorex, Old El Paso, Green Giant, Häagen-Dazs, Kool,
Bailey's, and Cuervo. He has successfully developed new products, built strong teams, and
carried established brands into new and emerging markets.
Steve was CMO at Imation, a $2.2B leader in digital storage media, where he oversaw the creation of the marketing function,
the development and execution of brand strategies and the integration of acquisitions totaling $900M in revenue. In his role
as CMO at the $700M Nestlé Ice Cream Co., he grew Häagen-Dazs and Drumstick business in the face of new competitors
by establishing new brand strategies, and led the creation of the innovative products now marketed as Dreyer¹s Dibs.
As Vice President of International Marketing at The Pillsbury Co., Steve managed global brand development strategy for
Green Giant, Häagen-Dazs, and Old El Paso, generating combined revenue of $1.5 billion. He re-positioned Pillsbury¹s
desserts and specialty products, reversing revenue declines to increased revenue and profits. While VP of Marketing for
Gilbey Canada, he turned around the flagship Smirnoff performance from double digit declines to over five years of
consecutive growth.
Prior to Moss Re-Skilling, Steve¹s consulting has included brand licensing, marketing strategy and business strategy for
corporate clients in retail, manufacturing, communications, and insurance industries at Stellus Consulting LLC and at his own
independent consulting practice. Steve received a B.A. degree from Georgetown University and an MBA in Marketing from
the Wharton School of Management at the University of Pennsylvania.
Testimonials
“Steve Moss is the best marketing and branding guru whom I have met during my 27-year business career.”
“I quickly saw three strengths
1. Steve was crystal clear in his communication. 2. Steve had a rare mix of comfort with the objective and the subjective3. He was always learning, interested in new ideas, emerging thinking, always having experimentation in play.”
“Steve Moss has a rare mix of strategic and practical insight. He is an experienced marketing generalist who can hold his own with any subject expert. As a coach, he has gotten extraordinaryefforts from his people, many of whom he helped developed into marketing leaders in their own right.”
Scott RemySVP CommunicationsNestlé USA
Jay W. Lee, Executive Advisor onNational Branding, Rep. of Korea
Richard HenryOwnerNelson Henry
Testimonials
“Steve impressed me with his strong leadership in guiding Imation through the complex task of building a world-wide brand and portfolio management organization.”
“His experience in a variety of companies and categories in directing all marketing activities (including traditional and nontraditional advertising and promotion, research and PR) was an asset to the organizations he worked in and made him a particularly effective consultant. ”
Jean-Paul EekhoutGlobal Brand DirectorTDK Life on Record
Steven ZuberPresident
Zuber and Associates
“Steve is a great mentor and a great marketer.As a leader, he knows how to offer up his extensive marketing knowledge while eliciting innovative thinking from his team.”
Sandra StumbaughVP of MarketingSustainable Spaces
Moss Re-Skilling Contact Information
Mail: 18240 Shavers Lane Woodland, MN 55391
Phone: 651-431-0252
Fax: 952-476-9923
Email: [email protected]
Website: www.re-skilling.com