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Businesses are on the run
63% are under pressure from new,
more agile competitors
Businesses are on the run
61% don’t spend enough time
thinking about the future
Businesses are on the run
57% are just playing catch up
So what does that mean for CMOs & Heads of Comms today?
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CMOs and Comms directors are facing change from all directions
1. Marketing innovations:
The toolkit is changing
2. Disruptors:
Keeping up with the
competition
3. Business uncertainty:
Less money, more to do
Top commercial challenges for the marketing function in 2017
51%
49%
42%
42%
42%
40%
39%
32%
30%
Keeping pace with marketing innovation
Changes in the competitive landscape
Budget cuts
Bringing new products and services to market
Potential downturn in economy due to Brexit
Differentiating from the competition
Skills and talent acquisition
Budget justification / accounting for performance
Global instability as a result of Trump presidency
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And it’s taking its toll personally
Causes of stress
1. Too much to do
2. Keeping up with competitors
3. Lack of skills
4. Lack of support from the board
Stress compared to last year
Feel more stressed
than last year, 65%
Don't feel more
stressed, 35%
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Challenge 1: The marketing toolkit is changing
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51% see marketing innovation as a major challenge
– the biggest challenge they face
How to do we know what’s innovation and what’s hype?
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Algorithms Vs ArtMarketing is becoming a technology-based discipline
.
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25%
37% 38%
16%
46%
38%
Commercial Technological Creative
2016 2017
Strongest area of knowledge for CMOs/Comms Heads
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55%
52%
45%
42%
40%
36%
34%
3%
Digital customer experiences
Web / mobile development skills
Marketing automation software
Data analysis / forecasting
Programming / application development skills
Digital operations / planning
Social networking (e.g. Facebook, LinkedIn, Twitter)
We are not investing
Businesses are striving to create a digital customer experience
Planned investments for 2017
13
In businesses where marketing is viewed as strategic, there is a heightened focus on programmatical
marketing
51%54%
58%
51%
36% 36% 37%
1%
58%
51%
38% 36%
43%
37%32%
5%
Digital customerexperiences
Web / mobiledevelopment skills
Marketing automationsoftware
Data analysis /forecasting
Programming /application
development skills
Digital operations /planning
Social networking(e.g. Facebook,
LinkedIn, Twitter)
We are not investing
Strategic Non-strategic
Planned investments for 2017
Challenge 2:Watching the competition
14
Who’s going to disrupt my industry?
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say they are under pressure
from new, more agile competitors
63%say changes in the commercial
landscape are a major challenge
for marketing
49%
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You Customers Competitors
Who matters more, your customers or your competitors?
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Customers
Say you’re in a homogeneous market…
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Customers
How will you know about a disruptor untilthey have disrupted?
So get to know your customers and look for the white space
55% of businesses say they need to get better
at understanding their customers.
But in businesses where marketing is seen as
strategic, this rises to 63%.Customer
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Challenge 3:Less money, more to do
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Are you getting the most fromyour marketing/comms spend?
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say they need to make
smarter investment decisions
58%need to get more
from their people
58%need to make better
use of technology
57%
Of strategic
importance
Something we have to
do to stay in the game
Of fairly low
importance
A bit of a black box
Marketing is undervalued in many B2B businesses
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38%
26%
25%
10%
Perceptions of marketing and comms in the business
Innovation, customer
understanding & skilled
workforce
Smart investment, get
more out of people
& technology
Businesses are looking to be smarter and slickerWhat should your business prioritise for improvement?
Intelligence (smarter)
Efficiency (slicker)
Business Culture
(stronger)
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Strong leadership &
a clear strategic plan
44% 40%
16%
1. We have reached a tipping point in marketing. Technology skills are
now at least as important as creative skills
2. Obsessing about the competition is stressful and won’t stop them
disrupting you. Knowing your customer better is more constructive.
3. Businesses want to be smarter and more efficient. And that means
they need to take a breath and think.
In summary
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Planning: My budgets are
approved too late!
Strategy: We’re not seen as
strategic
Efficiency: We get caught up in
supporting tactical business
needs
Innovation: We lack in-house
skills to use new technology
Culture: We’re too internally
focused
The business operations
lags behind the strategy
Marketing is defined by
activities and output, not
goals
The business expects too
much from internal
resources
Tech moves fast and people
cost money
Intimidated by external
audiences: Competitors &
Prospects
Challenge CauseBreath-back-
Factor
Build your strategy with contingency
for budget options. Looking ahead
costs nothing.
Create a simple, shareable plan that
aligns marketing to company strategy.
One page!
Stipulate informal SLAs with key
stakeholders and prioritise, prioritise,
prioritise!
Agency partners to bridge the gaps.
Seminars, networks and online
training for in-house team members.
Competitor and customer research,
validated, circulated and embraced.
Solution
Five breath lessons for a breathless business
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Thank you
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