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CMO Center of Excellence
DIFFERENTIATED CAPABILITIES EARN THE “RIGHT TO WIN”
A Marketing Identity Check
CMO Center of Excellence
CMO Center of Excellence
FACT DRIVEN INSIGHTS
Quantitative survey of 350 senior marketing professionals from Fortune 500 companies
Qualitative input from industry leading CMO’s
THE RESEARCH
KEY AREAS OF FOCUS
Evaluating the impact of market trends on the role and operating model for marketing
Identifying key marketing capabilities required to establish the “right to win”
Exploring challenges around capability building and talent management
1
2
3
CMO Center of Excellence
AGENDA
CMO Center of Excellence
CMO Center of Excellence
WHAT IS BECOMING MORE IMPORTANT FOR THE MARKETING FUNCTION
Sets growth targets
Improves effectiveness and efficiency of business units
Primary strategy advisor to CEO and/or individual business units
Responsible for top and bottom line performance
Drives organization change
Provides marketing services
Develops brands products and new business
Leads company-wide marketing efforts
26%
41%
43%
44%
44%
50%
51%
61%
All delivery components are
becoming increasingly important
Source : 2011 Marketer Survey by ANA, KornFerry International & Booz & Company
CMO Center of Excellence
WHAT ARE THE TOP CHALLENGES THAT YOU FACE IN YOUR FUNCTION
Lack of budget
Pace of change
Lack of marketing headcount
Measuring return on marketing investments
Increasingly competitive business landscape
Economic pressures
47
50
52
56
58
61
Source : Aberdeen Group, September 2010
Deliver top line ORGANIC growth with
• FEWER RESOURCES
• LOWER BUDGET
• HARSHER ECONOMIC ENVIRONMENT
CMO Center of Excellence
THE NEW MARKETING
More COLLABORATIVE
More STRATEGIC
More ACCOUNTABLE
More INTEGRATIVERequiring a HIGHER ORDER of skills and
competencies
CMO Center of Excellence
CMO Center of Excellence
WHAT ARE THE MOST IMPORTANT CAPABILITIES
Developing "owned" digital assets
Customer insights
Portfolio Management
Lead Management
Multi-media campaigns
Channel Innovation
Marketing Effectiveness
Digital Marketing
42%
40%
50%
57%
58%
60%
60%
72%Multiple & diverse set of skills
required – are we focusing enough on the most important ones
2 or more
3 or more
4 or more
5 or more
6 or more
7 or more
All 8
89%
77%
66%
50%
33%
19%
9%
CMO Center of Excellence
BUT BUILDING CAPABILITIES IS NOT SO STRAIGHT FORWARD
RIGHT TO WIN capabilities
RIGHT TO COMPETE capabilities
RIGHT TO PLAY capabilitiesFunding
Talent with the right skills
Technology with the right systems
Organizational culture
Perception of marketing across the organization
CEO buy in
44%
42%
36%
35%
23%
22%
In the context of SCARCITY….. …..LESS is MORE
CMO Center of Excellence
CMO Center of Excellence
HOW MARKETERS PLAN TO BOOST PERFORMANCE
Leveraging networks
Centre of Excellence
Strategic partnerships
Outsourcing new capabilities
Developing capabilities in-house
31%
49%
54%
58%
75%
Scramble and struggle to find the right balance
between specialists and integrators
Building capabilities from within
CMO Center of Excellence
HOW MARKETERS PLAN TO BOOST PERFORMANCE
Talent Management routed in 3 dimensions
• COMPENTENCIES
• COMPENSATION
• CARREER DEVELOPMENT
CMO Center of Excellence
CMO Center of Excellence
Leadership Problem Solving
Emotional Maturity
Learning Agility
UNDERSTANDING THE POWER OF CAPABILITIES AND TALENT
Decision-making style when influencing / motivating others or when presenting
Decision-making-making style when focused on the tasks independently
Ability to learn from experiences and apply to new situations
Capacity to interact with others and deal with emotionally charged situations
CMO Center of Excellence
HOWEVER, NOT ALL MARKETING LEADERS ARE THE SAME
LEADERSHIP PROBLEM SOVING EMOTIONAL
TASK ORIENTATED SOCIAL INTELLECTUAL
EXPERTISEACTION
DECISIVECOMPLEX ANALYTIC
CREATIVE EXPLORATORY
TOLERANT OF AMBIGUITY
HUMILITY / ADAPTIVE CONFIDENCE
-1.5
-1
-0.5
0
0.5
1
1.5
Difference between top 20% and bottom 20%Note: Based on behavioral profiles of thousands of marketing leaders
Performance of marketing leaders (top 20% and bottom 20%) is based on compensationSource: Korn / Ferry International behavioral profiler
CMO Center of Excellence
WINNING MARKETING EXECUTIVES
CMO Center of Excellence
CMO Center of Excellence
WHAT DID WE LEARN FROM BEST IN CLASS ?
CMO Center of Excellence
Agility
Emotional maturity comfortable with change
Inclusiveness
Creative thinking and decisiveness
WHAT DID WE LEARN FROM BEST IN CLASS ?
