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© Andy Bird & Mhairi McEwan 2011 1
By Andy Bird & Mhairi McEwan © Copyright Materials 2011Publishers ‘Wiley’ – Written Permission
Required for Reproduction
The Definitive Guide to Transforming
Marketing Capabilities
TheGrowth Drivers
© Andy Bird & Mhairi McEwan 2011
• The challenge of how to drive sustainable, profitable growth is facing businesses across the world
• The Growth Drivers: The Definitive Guide to Transforming Capabilities is a new book written by Andy Bird and Mhairi McEwan which explores the critical role that marketing and marketers play in creating the customer value needed to drive demand-led growth
• It is designed to be ‘the definitive guide’ to transforming organisational marketing capabilities
• Andy Bird and Mhairi McEwan are the Co-Founders of Brand Learning, the global experts in transforming marketing capabilities. They also have extensive senior level international marketing experience with Unilever /PepsiCo.
An Introduction to The Growth Drivers
© Andy Bird & Mhairi McEwan 2011
The Core Proposition of The Growth Drivers
The world is changing fast:
• Technological advances, growth in ‘people power’, urgency of sustainability, shift in economic power to emerging markets....
Organisations everywhere are facing a significant growth challenge:
• How to deliver shareholder value by driving sustainable, profitable growth
To succeed, they have to get better at marketing:
• Generating demand-led growth by creating better value for customers
Marketers have a unique role to play:
• Creating better value by building salient brands and innovative propositions that people find relevant, appealing and distinctive
Building marketing capabilities is therefore a key strategic priority:
• Transforming the abilities of people, teams and organisations to manage the marketing activities needed to drive growth - in practice
© Andy Bird & Mhairi McEwan 2011
The Growth Drivers explains the role of three key, inter-related drivers of demand-led growth
© Andy Bird & Mhairi McEwan 2011
The Growth Drivers features a wide range of case studies and interviews with senior marketing and business leaders
© Andy Bird & Mhairi McEwan 2011
In driving growth, costs can only be cut so far...
…sooner or later organisations haveto create shareholder value by
creating better value for customers
to stimulate demand-led growth.
© Andy Bird & Mhairi McEwan 2011
Marketers have a vital role in driving growth
marketing with a small ‘m’
The role of the whole organisation:
‘To create better value for customers, to drive sustainable, profitable, demand-led growth’
Marketing with a big ‘M’The role of the Marketing function:
‘To create better value for customers, ... by building salient brands and innovative propositions that people find relevant, appealing and distinctive... to drive sustainable, profitable, demand-led growth’
© Andy Bird & Mhairi McEwan 2011
World-class Marketing is about creating value for customers, not just about communication
People don’t understand what marketing is and they marginalise it into this one box –communications – which is only one of the component parts. Focusing only on communications is like trying to ice a cake when you should be trying to bake a good cake in the first place
Amanda MackenzieChief Marketing Officer
© Andy Bird & Mhairi McEwan 2011
The role of Marketers needs to be more clearly defined
The Growth Propeller
The core marketing capabilities needed to drive growth are:
© Andy Bird & Mhairi McEwan 2011
But Marketers face many complex challenges in their role
Operational pressures
Digital pressures
Economic pressures
Capability pressures
Globalisation pressures
© Andy Bird & Mhairi McEwan 2011
Building marketing capabilities is therefore a key strategic priority
We live in an environment that is changing hugely. Competition is continuously more challenging, the fusion of media and technology is transforming the relationships between brands and consumers, and there is a need for brands to possess a social integrity beyond their economic intent.
So it is critical, if we are to continue to deliver results and win in our categories that we build up stronger specialist marketing capabilities across the organisation.
Mark BaynesGlobal Chief Marketing Officer
© Andy Bird & Mhairi McEwan 2011
Many companies fall into the ‘training trap’, focusing on fragmented skill-building programmes
© Andy Bird & Mhairi McEwan 2011
A more holistic approach is needed, incorporating all the core drivers of capability defined in The Brand Learning Wheel TM.
© Andy Bird & Mhairi McEwan 2011
With a strategic approach to building capabilities
Define StrategyThe definition of marketing capability development needs and the creation of an aligned Marketing Capability Strategy & Plan
Develop SolutionsThe development of the required programme content and building blocks across all the key drivers of marketing capability
Drive EmbeddingThe inspiring execution of a blend of activities to embed changes in the attitudes, marketing skills and behaviours of people, teams and organisations
© Andy Bird & Mhairi McEwan 2011
Two Golden Rules
1. Marketing leaders must lead marketing capability development
2. Marketing capability development must be planned strategically
Define Strategy: Key Principles
• Only 15% of companies fully integrate marketing capability strategy with business strategy
• Marketing capability development is “embedded within Marketing” in just 22% of organisations
• The marketing capability agenda is led by the CMO in less than 50% of companies, and in 30% there is no clear leadership at all
© Andy Bird & Mhairi McEwan 2011
Develop Solutions: Key Principles
• Common processes, tools and language are vital to establish as effective ‘way of marketing’ in an organisation
• Targeted skill building should be planned in the context of strategic business priorities
• An aligned organisation must be created, with roles and responsibilities clearly defined cross-functionally and within the Marketing function
• Marketing principles and practices should be used to recruit a talented team, both in Marketing and across the company as a whole
• Marketing’s role is to provide the leadership and energy required to create a customer-focused organisation and culture
© Andy Bird & Mhairi McEwan 2011
Drive Embedding: Key Principles
Building marketing capabilities is like marketing itself:both involve changing people’s behaviour to drive business performance
2. Segment the Marketing Community
3. Engage Senior Management Advocates
4. Focus Content on Learner Needs
5. Use an Integrated Blend of Learning Channels
6. Create Involving Learning Experiences
1. Create an Inspiring, Aligned Vision
7. Establish Incentives, Systems & Rewards
The Embedding Arrow helps explain how to apply marketing principles to capability development
© Andy Bird & Mhairi McEwan 2011
Marketing capabilities must be measured based on their impact in driving growth
The measurement of ‘marketing capabilities’ is closely linked to the measurement of ‘marketing’ itself
• The Brand Learning Wheel provides a useful framework for capability specific metrics
• Brand Learning Radar provides a great online quantitative tool to assess, track and benchmark marketing capabilities
• The Four Level Measurement Framework, based on Kirkpatrick’s learning measurement model, is useful in measuring process/skill development programmes
Level 1 Attitude
Objectives
Relate to the way people think and feel
Level 2 Knowledge/Skill
ObjectivesRelate to the
knowledge and skills people have to do
their jobs effectively
Level 3 Behaviour Objectives
Relate to the way people work, behave
and perform in practice
Level 4 Business Objectives
Relate to the commercial
performance of the business
© Andy Bird & Mhairi McEwan 2011
Five Star Marketing leaders are needed that possess important behavioural characteristics
“Who” Marketers are being as people (i.e. their behaviour) is just as importantto their impact as “What” they are doing technically (i.e. their skills).
Restless customer obsession
Bold and inspiring vision
HumilityHonesty
Attention todetail
‘Five Star Marketing Leaders’
© Andy Bird & Mhairi McEwan 2011
There are five key building blocks involved in mobilising resources to build marketing capabilities
1. Establish clear leadership and governance
2. Define the role of the Marketing Capability Team
3. Build a specialist Team of respected Marketing and HR executives
4. Engage and align with operational teams
5. Set up resources to drive embedding
© Andy Bird & Mhairi McEwan 2011
Now is the time for Marketers to step up and embrace their role as Growth Drivers
• We live in a world of astounding change• The organisations that win will be those that
stick closest to the people who ultimately determine their future - their customers
• There’s never been a more challenging time to be a marketer, but neither has their been a more exciting time
• By building marketing capabilities, organisations can create the engine to drive better marketing performance, which will in turn drive growth
© Andy Bird & Mhairi McEwan 2011
Some of the Testimonials for The Growth Drivers
A provocative, insightful book that drives deep into the Marketing function…
Sir Roy Gardner, Chairman, Compass Group
A must-read for all those interested in taking their marketing and business performance to the highest level…
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
An excellent, accessible guide to the crucial role that strategic marketing plays in driving business growth…
Keith Weed Chief Marketing Officer, Unilever
Easy to read and well worth the effort... Jill McDonald, UK Chief Executive and President Northern Europe Division McDonalds
© Andy Bird & Mhairi McEwan 2011
The Growth Drivers Video
To watch the video click here.
© Andy Bird & Mhairi McEwan 2011
This presentation/document contains the copyright work of Andy Bird & Mhairi McEwan and of The Brand Learning Partners Ltd . It also contains trade marks which are the property of The Brand Learning Partners Ltd (including, without limitation, Brand Learning ®, the Brand Learning Logo® device and the “Brand Learning Wheel™” (the “Marks”).) No rights, of ownership or otherwise, are hereby granted in or to the Marks; which may not be used or reproduced without the prior written consent of The Brand Learning Partners Limited.
This presentation/document also contains materials, such as illustrations, photographs and trade marks, owned by Andy Bird & Mhairi McEwan and by other third parties (“Third Party Materials”) and which are subject to restrictions and other conditions on use. You are required to obtain the consent of Andy Bird & Mhairi McEwan via their publishers – Wiley – and of the relevant third party to any reproduction or other use of the Third Party Materials and nothing in this presentation grants or implies any grant of any such rights on the part of Andy Bird & Mhairi McEwan or of The Brand Learning Partners Ltd.
© Andy Bird & Mhairi McEwan, 2011.
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Global Experts in Transforming Marketing Capabilities
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