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• In today's and tomorrow's digital world what we do in marketing is changing beyond recognition, but how we organize marketing looks worryingly the same as 50 years ago. • The Marketing2020 platform was created to define how marketing strategy, structure and capability can best be aligned to support business growth. • EffectiveBrands partnered with the American Association of Advertisers (ANA) for the US, and the World Federation of Advertisers (WFA), Spencer Stuart, Forbes, MetrixLab and Adobe as global partners, and over 15 local advertising associations and marketing publications in the US, UK, Germany, The Netherlands, Belgium, France, Brazil, China, Singapore and Turkey. • The M2020 Advisory Board was selected to represent a cross section of B2B and B2C industries and also include leading semi-academics with strong global marketing leadership experience. • The M2020 research focused on identifying how best to align marketing strategy, structure, and capability to support business growth. We also looked at the CMO leadership skills required to most successfully lead the transition of the marketing function to 2020. • The M2020 survey and analysis leveraged benchmark questions from the 2007 ANA/Booz & Company Right to Win study as well as benchmark questions and the Drivers of Effective Global Brands framework from EffectiveBrands’ Leading Global Brands™ study that ran from 2002 to 2012. • Over 250 Chief Marketing Officers, marketing thought leaders and marketer’s peers worldwide gave in-depth vision interviews. 10,231 marketers and their peers from 92 countries participated in the 30 minute online quantitative study, resulting in 3,565 full survey completes.
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250 CEO, CMO and Agency Vision Interviews
10,231 marketing participants from 92 countries
18%
12%
8%
8% 7% 6%
41%
Media/Communications
Business and financial services
Consulting
Manufacturing
Healthcare
FMCG
Others
18%
33%
48%
1%
B2CB2BBothOther
1,064 US Participants
19%
30% 30%
21%
Board/EVP/SVP
VP/Director
Manager
Other
63% 9%
28%
Marketing
Communications
Others
Seniority Industry Discipline Type of Business
5
A lot is changing in the Marketing World
WHAT we do in Marketing is changing beyond recognition
…but HOW we organize looks the same
Marketing Organization Chart
The role of Marketing
Global Consumers Partners Local Agencies
10
Marketing structure
Marketing capability
and CMO leadership
...to drive business growth
NOW: Characteristics of Winning Marketing2020 Brands
At/After Lunch: CMO Round Table: Organizing for Growth
Top Marketing2020 Opportunities & Challenges
Social marketing
Purposeful Marketing
Collaborating with Consumers
Globalization
Opportunity to influence business
Top Marketing2020 Challenges
Infobesity
Privacy risks
Organizational silos
Doing more with less
Touch point consistency
Lack of influence
Ability to stay current
So, What does it take to win?
Winning Marketing2020 brand characteristics
Big Insights
Purposeful Positioning
Total Experience
Organizing for growth
Big Insights
Purposeful Positioning
Total Experience
Winning in Marketing2020
Big Insights
Purposeful Positioning
Total Experience
NOW: Winning Marketing2020 Brand Characteristics
Big Insights
Purposeful Positioning
Total Experience
Big insights
Big Insights
+30%
Big Insights
Purposeful Positioning
Total Experience
38
33
45
42
30
35
40
45
50
We have right data and analytics available tomeasure marketing effectiveness
We are able to leverage all dataand analytics available
to improve our marketing effectiveness
Underperform
Overperform
Big Insights
Purposeful Positioning
Total Experience
Purposeful Positioning
Big Insights
Purposeful Positioning
Total Experience
6
73
01020304050607080
I believe that brands with a clear societal purpose will drivemore business growth
Disagree Agree
Purposeful Positioning
Purpose based functional benefits
Big Insights
Purposeful Positioning
Total Experience
Purpose based emotional benefits
Big Insights
Purposeful Positioning
Total Experience
Purpose based societal benefits
Big Insights
Purposeful Positioning
Total Experience
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q9 Market share Q11 Leadgeneration
Q13 Marketingefficiency
Q14 Net promoterscore
Q15 Consumerengagement
Q16 Revenuegrowth
Q17 Marketingreturn on
investment
Q18 Brand health
Impact of having a societally purposeful brand (Q3602) on marketing KPIs (current performance versus competition)
With purpose Without purpose
38
Purpose drives business growth
Advantages to be achieved
Total Experience Big Insights
Purposeful Positioning
Total Experience
Brand value in a digital world
40
B R E A C H O F P R I V A C Y
I N C O N S I S T E N C Y
DEP
TH
Valu
e Pr
opos
itio
n
B R E A D T H # of Touch Points and Experiences
© 2013 EffectiveBrands
Nike’s share of experience
0
1
2
3
4
5
6
7
8
9
10
Price ofshoe andsystem
Heart ratemonitoring
Runningcomputer
Qualityof shoe
Brandimage, self-
identification
Trackingruns
Motivationto run
Integratingmusic and
running
Participatingin socialnetwork
Emotionalassociation
with runningexperience
Qu
alit
y o
f Ex
per
ien
ce
Key Elements of the Customer’s Experience
Nike Experience Curves Perspective of the Runner High
Low
41
NIKE VIDEO HERE PLEASE
42
Winning Marketing2020 Brand Characteristics
Big Insights
Purposeful Positioning
Total Experience
Organizing for Growth
@marketing2020EB
Now: CMO Round Table: Organizing for Growth
Big Insights
Purposeful Positioning
Total Experience
Connect: Marketing is too important to be left just to marketers
46
Big Insights
Purposeful Positioning
Total Experience
Seamless total customer experience
Big Insights
Purposeful Positioning
Total Experience
38%
19%
58%
33%
10%
20%
30%
40%
50%
60%
Marketing works closely with the CEO onbusiness strategy
Marketing approves large growth-orientedivestment decisions
2006 2013
Big Insights
Purposeful Positioning
Total Experience
Marketing Influence
Partners for growth
“Marketing works closely with the CEO …
64% 50% 49%
34% 41%
30%
38% 39%
47% 42%
6% 12% 12% 19% 17%
CP
G
Man
ufactu
ring
Fina
ncial
Ene
rgy&
Utilitie
s
He
alth C
are
Agree Neither Disagree
50
Marketing’s Influence Big Insights
Purposeful Positioning
Total Experience
#1
Big Insights
Purposeful Positioning
Total Experience
Business acumen is the license to operate and ticket to influence
23.6 23.5 23.2
26.8 28.4
34.7
42.0 43.0 45.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
2004 2005 2006 2007 2008 2009 2010 2011 2012
in m
on
ths
The CMO tenure Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Engineer less — Engage more
@marketing2020EB
Engage internally
72
43
47
84
60 63
40
50
60
70
80
90
I am proud of my brand’s purpose In our company we ensure that allemployees are fully engaged with our
brand purpose
We continuously engage our consumers and customers around our brand’s purpose
Under Perform Overperform
Big Insights
Purposeful Positioning
Total Experience
54
‘Googliness’ Big Insights
Purposeful Positioning
Total Experience
Full week training & PDP
Big Insights
Purposeful Positioning
Total Experience
$2,000 “Leave Now” check
Big Insights
Purposeful Positioning
Total Experience
@marketing2020EB
Focus drives growth
Big Insights
Purposeful Positioning
Total Experience
49%
59%
Underperformer Overperformer
“Local marketing understands the global strategy”
“It’s clear what the strategy is for the brand
I’m working on”
59
56%
70%
Underperformer Overperformer
Understanding the strategy Big Insights
Purposeful Positioning
Total Experience
“I support the global strategy of the brand I am working for - % AGREE”
EVP VP/MD Manager Other
Global 83% 80% 83% 82%
Regional 72% 74% 75% 73%
Local 66% 64% 63% 56%
Big Insights
Purposeful Positioning
Total Experience
Communicate, Communicate …
Big Insights
Purposeful Positioning
Total Experience
Orchestration & Integration
Founder — Chief Experience Officer
Big Insights
Purposeful Positioning
Total Experience
Collaborating more closely with IT, Finance and HR
% Always
18
14
30 29
26
40
10
15
20
25
30
35
40
45
50
Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance
Under Perform Overperform
SVP Marketing and IT
From
Product Manager
Staff
Marketing Strategies Manager
Staff
Advertising Director
Staff
Market Research Director
Staff
Promotion Director
Staff
CMO
Public Relations Manager
Staff
To
Public Relations Manager
Product Manager
Marketing Strategies Manager
Market Research Director
Promotion Director
CMO
Advertising Director
Think Analytics Marketers
Feel Engagement Marketers
Do Production/Content
Marketers
New Marketing Roles
Content & creative services Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
58%
More agencies
% that works with more than 5 agencies
33
53
20
25
30
35
40
45
50
55
60
# agencies
Under Perform Overperform
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
From Global to Networked
From Local to Communities
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Building Marketing capabilities drives growth
Capabilities have the strongest correlation to revenue growth, brand health and MROI
Growing marketing excellence
24 26
15
42
52 50
10
20
30
40
50
60
Consumer Understanding &Insights
Brand Positioning Brand Strategy
Underperform
Big Insights
Purposeful Positioning
Total Experience
75
From Digital Marketing to Marketing in a digital Age
Big Insights
Purposeful Positioning
Total Experience
Lead by example
Big Insights
Purposeful Positioning
Total Experience
CMO Round Table: Organizing for Growth
Big Insights
Purposeful Positioning
Total Experience
Panel Discussion info@marketing2020.org
What are you doing to prepare clients and colleagues for this new world order?
info@marketing2020.org
How do you move your teams from Big Data to Big Insights?
info@marketing2020.org
How do you best engage the CEO … and the rest of the organization?
info@marketing2020.org
How different will your marketing organization look 5 years from now?
info@marketing2020.org
What are potential traps for CMOs in driving such aggressive change?
info@marketing2020.org
What’s Next?
What’s Next?
• Marketing2020 CMO Round Tables in NYC, Chicago, LA and Las Vegas (CES)
• Benchmarking: Marketing2020 PulseCheck
• In-Company M2020 workshops
• Brand Purpose Round Tables
• Marketing Excellence Round Tables
• Organization Round Tables
Contact: nprimola@ana.net
What’s Next?
What’s next for YOU?
Top Marketing2020 CMO Priorities
1. Lead by example in a digital world 2.Engage the total organization 3.Inspire and empower vs. control 4.Ensure brand consistency throughout 5.Build marketing capability
info@marketing2020.org
@marketing2020EB
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