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Reflecting On Marketing Accountability

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  1. FUTURELAB A Reflection Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution) On Marketing Accountability

  2. Alain Thys: Jekyll or Hyde ? As a retailer/VC/entrepreneur: Double digit ROI • As a marketer: Close to € 100,000,000 spent to date, and very little to show for it • FUTURELAB

  3. If you think marketing has a corporate image problem FUTURELAB

  4. Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey CEO/CMO Survey FUTURELAB

  5. The average tenure of CMOs in consumer markets is 23, 15 or 12 months. Spencer Stuart FUTURELAB

  6. Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. Philip Kotler FUTURELAB

  7. Marketers are frivolous and difficult to approach Australian Society of Certified Public Accountants FUTURELAB

  8. Withhold research Take credit for other’s work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive Cranfield University FUTURELAB

  9. If you think marketing has a corporate image problem FUTURELAB

  10. FUTURELAB

  11. A Forensic Investigation Who Killed Marketing? Photo by ~billysriotgirl0404 FUTURELAB

  12. Bloody Uncomfortable Confronting Don’t shoot the messenger  FUTURELAB

  13. A Forensic Investigation THE VICTIM’S WORLD Accountability to the World THE VICTIM THE CRIME SCENE Accountability to the Customer Accountability to the Business FUTURELAB

  14. A Forensic Investigation THE VICTIM’S WORLD Accountability to the World THE VICTIM THE CRIME SCENE Accountability to the Customer Accountability to the Business FUTURELAB

  15. A Forensic Investigation Accountability to the Business: Making Money Which % of Sales Promotions are Unprofitable? Which % of marketers define clear objectives for their campaigns? 46% Which % of German TV advertising campaigns generate negative ROI? 82% Which % time do Sr. Marketers spend on their media strategy (= largest budget item)? 2% 85% Deutsche Bank, 2004 UCLA, 2004 EMM, 2005 WARC, 2007 FUTURELAB

  16. A Forensic Investigation Accountability to the Business: Implement Plans The Reasons: Differing Strategies within the organisation Lack of integrated planning Resistance to Change Unco-operative Retailers Lack of Internal Communication Misalignment between Marketing & Sales Turf Battles Organisational Silos … Source: reveries.com survey, July 2005 – n = 198 US marketers FUTURELAB

  17. A Forensic Investigation Accountability to the Business: Implement ... At All Over 80% of the ROI of any Marketing Strategy/Initiative is left to chance  31% of projects are canceled before completion  53% of projects cost nearly double of original estimates.  only 16% of projects come in time and budget. Source: Management Centre Europe FUTURELAB

  18. A Forensic Investigation THE VICTIM’S WORLD Accountability to the World THE VICTIM THE CRIME SCENE Accountability to the Customer Accountability to the Business FUTURELAB

  19. A Forensic Investigation Accountability to the Customer Which % of their customers actually agree? Which % of Germans are irritated by TV advertising Which is the failure rate of US Consumer Products? Which % of CEO’s believe their brand provides superior customer experience 80% 78% 88% PVR users adskip 8% 95% GfK Marktforschung Bain & Company Bain & Company ACNielsen, E&Y, 2005 FUTURELAB

  20. A Forensic Investigation THE VICTIM’S WORLD Accountability to the World THE VICTIM THE CRIME SCENE Accountability to the Customer Accountability to the Business FUTURELAB

  21. A Forensic Investigation Accountability to the World: Environment CASE: 25% of all bottled water in the world crosses national borders. Fiji – New York : 13,000 km by boat & truck 50% of wholesale cost = transportation 1 million bottles/day = own electricity generation in “pristine” Fiji >50% inhabitants do not have reliable drinking water • • • • Glass bottle = 5x weight of plastic bottles (transport & energy) 2 liters of water to wash/rinse 1 liter bottle before filling Truck in CO2 from volcanic springwater in Tuscany • • • FUTURELAB

  22. A Forensic Investigation Accountability to the World: People Abroad At home http://www.youtube.com/watch?v=9uUq Pj7FLBE http://www.youtube.com/watch?v=grH1g K1TpW0 (30 second edit) (45 second edit) FUTURELAB

  23. A Forensic Investigation Accountability to the World: People In Your Communication: Neutrality FUTURELAB

  24. A Forensic Investigation Accountability to the World: The Self Do you really believe in what you do? Or do you wear a mask? FUTURELAB

  25. Who Killed Marketing? SUICIDE FUTURELAB Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429

  26. How can you avoid it happening to you? FUTURELAB

  27. Tom Knows http://www.youtube.com/watch?v=9MaKHxsGZ- A&mode=related&search= FUTURELAB

  28. “Drive” or prepare to “Be Driven” Be Accountable to the business, the customer, the world FUTURELAB

  29. Accountability to the Business Demonstrate Financial ROI MEASURE & PREDICT BUDGET ALLOCATION Case: German insurance company Case: Indian Tea company, Greek Telco. FUTURELAB

  30. Accountability to the Business Make Implementation Happen “Companies with aligned marketing & sales • grow 5.4 % faster • are 38% better at “closing proposals” • churn 36% less of their customers MarketingProfs Benchmark Report 2005 Align employees, agencies, vendors, retailers, … FUTURELAB

  31. Accountability to the Customer Focus Your Business on the Customer Create Meaningful Propositions Customer Delight at all Touchpoints Communicate with Respect, Insight, Passion FUTURELAB

  32. Accountability to the World Demonstrate the Profitability of Caring Life Cycle Assessment Create a win-win Aspire Neutrality FUTURELAB

  33. Accountability to the World Look in the Mirror, Every Day... Challenge what has stopped making sense FUTURELAB

  34. Conclusion: The Tools Exist ... The Choice is Yours Heavy but inescapable to address its image problem, marketing needs to become more accountable ... FUTURELAB

  35. FUTURELAB To experiment with, learn about and act on marketing accountability: info@futurelab.net SEPTEMBER 2007: MARKETING ACCOUNTABILITY EXPERIMENTATION LAB (MAX)