Building the Marketing Organization of the · PDF fileTHE KELLOGG CMO PROGRAM Jim Stengel Building the Marketing Organization of the Future 1

THE KELLOGG CMO PROGRAM

Jim Stengel

Building the Marketing Organization of the Future

1


The following slides are excerpts from our program as part of The Kellogg School of Management’s Executive

Education CMO Program.

© 2013 The Jim Stengel Company LLC

2


Why is this such an important, urgentand compelling issue?


3


• The Numbers✓Importance of brand value: 30% of market cap of S&P 500 attributed to brand✓Spend is huge and growing: $500 billion in advertising alone✓Analytics firm MarketShare estimates 25% of spending misallocated

Why is this compelling and urgent?


4


• The Organization✓The “function” of marketing in companies is dynamic and unsettled✓While CMO tenure has doubled in 6 years, 40% of companies do not have a CMO✓75% of CMOs planning major organization redesign✓2% of marketing leaders very satisfied with their “integrated marketing”

Why is this compelling and urgent?


5


• Wikipedia: Marketing is the process of communicating the value of a product or service to customers for the purpose of selling the product or service.

• Stengel: “Marketing is empathetically understanding people so you can create demand for something differentiated, and then build awareness, trial, repeat and advocacy for it.”

• Drucker: “Because it is its purpose to create a customer, any business has two – and only these two – basic functions: marketing and innovation.”

• Kotler: “Marketing is the set of human activities directed at facilitating and consummating exchanges.”

Let’s Get a Few Perspectives on “Marketing” ...


6


The Three Big Steps to Building the Marketing Organization of the Future


7


Who Are We and Where Are We Going: ✓ The CEO team’s leadership principles✓ The CEO’s ideal/purpose, objectives,

goals and priorities for the Company

Building the Marketing Organization of the Future - Step 1


8


What is Our Marketing Manifesto?What will Marketing uniquely do to help deliver the company’s potential?



9


How Marketing Will Deliver the Results: The 5Cs✓Core Work: What is the work you must be excellent in to achieve

the results?✓Capabilities: What are the core capabilities and skills you need to

build?✓Competitive Advantage: What are the choices you will make to

deliver the company’s potential?✓Culture: What is the culture that will enable growth, innovation,

creativity, accountability?✓Career Path: What is the career path(s) that will reinforce the

capabilities and skills you need, and support the culture?



10


✓Core work

✓Capabilities

✓Competitive Advantage

✓Culture

✓Career Path

Choosing Your 5Cs

Step 3


11


Core Work: What do you have to be excellent in?

Step 3 (continued)


12


Capabilities:What are the core capabilities and skills

you need to build?

Step 3 (continued)


13


Competitive Advantage:What are the choices you will make to

deliver the company’s potential?

Step 3 (continued)


14


Culture:What is the culture that will enable

growth, innovation, creativity, accountability?

Step 3 (continued)


15


Career Path:What is the career path(s) that will

reinforce the capabilities and skills you need, and support the culture?

Step 3 (continued)


16


✓Great organizations do outstanding work

✓Outstanding work grows brands

✓Brand growth and great cultures attract talent

✓Energized talent keeps it all going

The Fruits of Organizational Excellence: A Virtuous Circle


17


visit us at: www.jimstengel.com


@jimstengelh5p://www.facebook.com/jimstengelideals

18

http://www.jimstengel.com

http://www.jimstengel.com

http://facebook.com/jimstengel

http://facebook.com/jimstengel

Documents

Building the Marketing Organization of the · PDF fileTHE KELLOGG CMO PROGRAM Jim Stengel Building the Marketing Organization of the Future 1