Upload File

how to organize marketing to win in this new environment?“the future of marketing is four words:...

  • Home
  • Documents
  • How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points
27
How to organize marketing to win in this new environment? Mobile Analytics Real-time Social Research Team: Omar Rodriguez Vila, PhD Sundar Bharadwaj, PhD Neil Morgan, PhD Shubu Mitra Peter Schelstraete Research Partner

Upload: others

Post on 06-Jun-2020

0 views

Category:

Documents


0 download

Report

TRANSCRIPT

Page 1: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

How to organize marketing to win in this new environment?

Mobile Analytics Real-time Social

Research Team:Omar Rodriguez Vila, PhDSundar Bharadwaj, PhD Neil Morgan, PhDShubu MitraPeter Schelstraete

Research Partner

Page 2: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

100 INTERVIEWS / 80 COMPANIES

03/01/2018 2

*Digital: each firm rated on 1-10 scale based on the role of digital technologies as part of their business model and offering.Industry Average = 3-year CAGR for all the firms in a given industry.

Company Performance

Digital Level

Executive Profile

37%

21%

42%

> Ind. Avg. At Ind. Avg. < Ind. Avg.

46%54%

More Digital Less Digital

40%60%

Area Experts CMO's

Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation.

Page 3: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

A GOLDEN ERA FOR MARKETING

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 3

Accuracy

Accountability

Agility

Page 4: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

A SENSE OF ENTROPY PREVAILS

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 4

“I thought I knew my role”“Where should things sit?”“We’re adding, not changing”

Page 5: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 5

Indirect Direct

Page 6: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 6

Page 7: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 7

Indirect Direct

Slow Fast

Brand Performance

Outsource Insource

Page 8: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 8

ROOT CAUSE

Changing without a Map

Page 9: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

BUILDING YOUR MAP

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 9

Capability Stacks

Organizational Links

Information Loops

How to compete?

How to operate?

How to learn?

Page 10: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 10

03/01/2018R odriguez V ila, Schelstraete, Bharadw aj, M itra & M organ // For d iscussion only // N ot for c irculation. 18

“If you can’t have a conversation about pixels or attribution models, you

are a marketer of the past.”

“The future of marketing is four words: great

stories well told”

“We are increasingly working to eliminate pain points and make it more

convenient for our guests”

“If you can’t have a conversation about pixels or attribution models, you are a marketer of the past”

“We are increasingly working to eliminate pain points and make it more convenient for our guests”

“The future of marketing is four words: great stories well told”

Page 11: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 11

“The future of marketing is four words: great stories well told”

“We are increasingly working to eliminate pain points and make it more convenient for our guests”

“If you can’t have a conversation about pixels or attribution models, you are a marketer of the past”

Capability Tracks

Page 12: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 12

Capability Stacks Unique ways a marketing organization can design and configure talent, technologies, and activities to create value for their customers.

Engagement Stack

Experience Stack

Exchange Stack

Page 13: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 13

Promoting Matching

MASS M.A.R.S.Capability Stacks

Exchange Stack

Page 14: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 14

Promoting Matching

Activation Augmentation

Exchange Stack

Experience Stack

MASS M.A.R.S.Capability Stacks

Page 15: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 15

Promoting Matching

Activation Augmentation

Campaigns Platforms

Engagement Stack

Exchange Stack

Experience Stack

MASS M.A.R.S.Capability Stacks

Page 16: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 16

Capability Stacks

Engagement Stack

ExchangeStack

Experience Stack

View on Role

Acquisition & Conversion

Relevance & Equity

Satisfaction & Loyalty

View of the Market

Individuals

Communities

Segments

View on Value

Personalization

Meaning

Convenience

Page 17: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

DIFFERENT STRATEGIES TO COMPETE ON M.A.R.S.

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 17

Experience Branding

Exchange

Experience

Engagement

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

Page 18: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

BUILDING YOUR MAP

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 18

Capability Stacks

Organizational Links

How to compete?

How to operate?

Information Loops

How to learn?

Page 19: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 19

FINANCE PR

CUSTOMER SERVICE LEGAL

HR IT

SALES

MARKETINGMARKETING

“Now tasks aren't discrete, they are all intertwined.”

—CMO Retailer

Page 20: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

SHARED METHODS

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 20

SHARED METHODS

Create a Common Doctrine for the Organization

DESIGNING ORGANIZATIONAL LINKS

Page 21: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

SHARED METHODS

Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation.

SHARED METHODS

Create a Common Doctrine for the Organization

DESIGNING ORGANIZATIONAL LINKS

CULTURAL NORMS

Define and Manage Key Behavioral Indicators(KBIs)

Page 22: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

SHARED METHODS

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 22

SHARED METHODS

Create a Common Doctrine for the Organization

DESIGNING ORGANIZATIONAL LINKS

ORG STRUCTURE

Organize by outcome, not activity

CULTURAL NORMS

Define and Manage Key Behavioral Indicators(KBIs)

Page 23: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

BUILDING YOUR MAP

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 23

Capability Stacks

Organizational Links

How to compete?

How to operate?

Information Loops

How to learn?

Page 24: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

MANAGING DATA

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 24

Size / Speed / Skills

Sensors / Signals / Systems

Page 25: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 25

VENDING MACHINE

OR

DATA MACHINE

OwnedEarnedSharedPaid

FeedbackLoops

Page 26: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

MANAGING DATA

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 26

Awareness Consideration Action Enjoyment Advocacy

POST-PURCHASE

Visibility Evaluation Choice Experience Loyalty

PRE-PURCHASE

Sensors / Signals / SystemsCOVERAGE QUALITY USAGE

Page 27: How to organize marketing to win in this new environment?“The future of marketing is four words: great stories well told” “We are increasingly working to eliminate pain points

03/01/2018Rodriguez Vila, Schelstraete, Bharadwaj, Mitra & Morgan // For discussion only // Not for circulation. 27

CAUSEChanging without a Map

PrioritizeCapability

Stacks

How to compete?

CreateFeedback

Loops

How to learn?

NudgeOrganizational

Links

How to operate?

BUILDING YOUR MAPPROBLEMOperating Potentialvs. Operating Effectiveness


Sports, Recreation, and Entertainment Marketingswcontent.spokaneschools.org/cms/lib/WA01000970/Centricity/Domain... · Organize examples of sports, recreation, and entertainment marketing

Effectiveness of Push and Pull Marketing Strategies in the ... · successful sales promotion. The idea of a marketing mix theory is to organize all aspects of the marketing plan of

Organize pd15

How to organize a marketing campaign in 30 minutes or less

Operation organize

Social Media Plan - Eliminate Random Acts of Marketing (RAMs) Keynote iSummit

Eliminate physical clutter. More importantly, eliminate spiritual clutter. ~D.H. Mondfleur

Chapter 14 Notes Why Classify?. 14.1 Categories of Biological Classification: 1. Why Classify? –Eliminate confusion –Organize information –Reveal Evolutionary

Eliminate the Confusion Eliminate the Confusion!

Maximizing Operational & Financial PerformanceFINANCIAL IMPROVEMENTS. Recommendation Minimum Maximum Reduce marketing staff 137,600 137,600 Eliminate marketing firm contract by the

The Efficient Athletic Office · Organize Your Office •Many resources available for office organizational needs •Utilize file folders, inbox, etc. •File, file, file –Eliminate

Organize Events

Buzz kill: 19 Epic Buzz Words to Eliminate From your #Content #Marketing Vocabulary

ORGANIZE : energgYy

Organize Meetings

Eliminate Errors, Reduce Downtime & Improve Data … Eliminate Errors, Reduce Downtime & Improve Data Visibility with IO-Link Will Healy III Network Marketing Manager – Balluff Inc

HOW DO YOU ORGANIZE YOUR MARKETING WHEN CONTENT AND ADS ARE MERGING

7 Marketing Strategies That Eliminate ... - expo.ppai.org 1040am Marketing... · PW EXPO . Filter by Tag Karesa Wells Marketing Specialist at Cross Country Specialty Advertising Oklahoma

FACULTY OF MARKETING AND INTERNATIONAL BUSINESS · Faculty of Marketing and International Business. 10 11 In this respect, we organize seminars and labs where students are allowed

Marketing Strategy 2010 and...The overall aim of the agricultural marketing strategy is to minimise or eliminate agricultural market ac-cess constraints experienced by agricultural

Managing the total Marketing effort Chapter 6. The goal of this chapter is to examine how firms organize, implement, evaluate, and control marketing activities

˙ˆˇˇˆ˘ ˛ ˙ ˚ˆ˘… · MARKETING PRODUCTIVITY Too few marketing managers know what’s happening in their teams. Changes in how teams communicate, however, can eliminate

Organize Me

ELIMINATE FRICTION IN DESIGN ELIMINATE FRICTION IN DESIGN

5S +2S=7S 360 Program - Green Circle, Inc.greencircleinc.com/7s-360_final.pdf · Training & Implementation Inspections ... 5S+2S =7S 360 Program 7 Eliminate whaS t is not needed Organize

Eliminate backdoor.batel

Business Processes Transformed!...Sr. VP of Sales & Marketing Become More Efficient • Eliminate the 20-30% of your day spent filing, searching and retrieving documents • Eliminate

Why Organize?

Digital Marketing Transformed: Beyond DAM · The case for Digital Asset Management has always been clear. Marketing organizations need to store, organize and retrieve rich digital

EMAIL MARKETING - Agent Pipeline › ... › Email_Marketing.pdf · campaign schedule. Some email marketing platforms will provide the analytics in your dashboard to eliminate your

Evolve or Die: How Marketing Can Eliminate Bottlenecks and Crush Digital Goals

Eliminate Searchxp.Com

[email protected], LLC KCquoteMe Save time Save money Organize your quotes Eliminate repetitive calculations Avoid arithmetic

Eliminate can't

Organize Yourself, Organize your Office - Lab Quality Confab · 2017-04-02 · Organize Yourself, Organize your Office Laboratory Quality Confab on Quality Management in Diagnostic