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This presentation is a "wake up call" for marketers to change the way the profession operates and become more accountable.
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On Marketing AccountabilityA Reflection
FUTURELAB
Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)
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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
If you think marketing has a corporate image problem
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Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child …
McKinsey CEO/CMO Survey
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The average tenure of CMOs in consumer markets is 23, 15 or 12 months.
Spencer Stuart
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Too many marketers have become so specialised that they don’t think in
terms of the company’s big picture.
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Philip Kotler
Marketers are frivolous and difficult to approach
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Australian Society of Certified Public Accountants
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Cranfield University
Withhold research Take credit for other’s work
Lack structure Are always in meetings
Work from 10 to 4 Have long lunches
Unaccountable, untouchableSeek quick promotions
ChurnCare about cars, stats and lunch
Use jargonSlippery
Expensive
If you think marketing has a corporate image problem
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Who Killed Marketing?A Forensic Investigation
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Pho
to b
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bill
ysri
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40
4
Don’t shoot the messenger
Bloody Uncomfortable Confronting
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THE VICTIMAccountability to the Business
THE CRIME SCENEAccountability to the Customer
THE VICTIM’S WORLDAccountability to the World
A Forensic Investigation
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THE VICTIMAccountability to the Business
THE CRIME SCENEAccountability to the Customer
THE VICTIM’S WORLDAccountability to the World
A Forensic Investigation
WARC, 2007
Which % of marketers define clear objectives for their campaigns?
46%
Which % time do Sr. Marketers spend on their media strategy (= largest budget item)?
2%EMM, 2005
Which % of Sales Promotions are Unprofitable?
85%UCLA, 2004
Which % of German TV advertising campaigns generate negative ROI?
82%Deutsche Bank, 2004
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Accountability to the Business: Making MoneyA Forensic Investigation
The Reasons:
Differing Strategies within the organisationLack of integrated planningResistance to ChangeUnco-operative RetailersLack of Internal CommunicationMisalignment between Marketing & SalesTurf BattlesOrganisational Silos…
Source: reveries.com survey, July 2005 – n = 198 US marketersFUTURELAB
Accountability to the Business: Implement PlansA Forensic Investigation
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
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Accountability to the Business: Implement ... At AllA Forensic Investigation
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THE VICTIMAccountability to the Business
THE CRIME SCENEAccountability to the Customer
THE VICTIM’S WORLDAccountability to the World
A Forensic Investigation
ACNielsen, E&Y, 2005
Which is the failure rate of US Consumer Products?
95%
Which % of CEO’s believe their brand provides superior customer experience
80%Bain & Company
Which % of their customers actually agree?
8%Bain & Company
Which % of Germans are irritated by TV advertising
GfK Marktforschung
78%88% PVR users adskip
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Accountability to the CustomerA Forensic Investigation
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THE VICTIMAccountability to the Business
THE CRIME SCENEAccountability to the Customer
THE VICTIM’S WORLDAccountability to the World
A Forensic Investigation
CASE: 25% of all bottled water in the world crosses national borders.
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• 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
Accountability to the World: EnvironmentA Forensic Investigation
http://www.youtube.com/watch?v=grH1gK1TpW0 (30 second edit)
http://www.youtube.com/watch?v=9uUqPj7FLBE
(45 second edit)
Abroad At home
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Accountability to the World: PeopleA Forensic Investigation
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In Your Communication: Neutrality
Accountability to the World: PeopleA Forensic Investigation
Do you really believe in what you do? Or do you wear a mask?
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Accountability to the World: The SelfA Forensic Investigation
SUICIDEWho Killed Marketing?
FUTURELABImage: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
How can you avoid it happening to you?
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http://www.youtube.com/watch?v=9MaKHxsGZ-A&mode=related&search=
Tom Knows
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Be Accountable to the business, the customer, the world
“Drive” or prepare to “Be Driven”
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MEASURE & PREDICTBUDGET ALLOCATION
Case: German insurance company Case: Indian Tea company, Greek Telco.
Demonstrate Financial ROI
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Accountability to the Business
Make Implementation Happen
Align employees, agencies, vendors, retailers, …
“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
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Accountability to the Business
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Focus Your Business on the CustomerAccountability to the Customer
Create Meaningful Propositions
Communicate with Respect, Insight, Passion
Customer Delight at all Touchpoints
Life Cycle Assessment Create a win-win Aspire Neutrality
Demonstrate the Profitability of CaringAccountability to the World
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Challenge what has stopped making sense
Look in the Mirror, Every Day...Accountability to the World
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Heavy
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but inescapableto address its image problem, marketing needs to become more accountable ...
Conclusion:
The Tools Exist ... The Choice is Yours
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To experiment with, learn about and act on marketing accountability:
info@futurelab.net
SEPTEMBER 2007: MARKETING ACCOUNTABILITY EXPERIMENTATION LAB (MAX)
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