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CMO BenchmarkingNetwork
The Marketing2020 Partners
A guide to the M2020 CMO Benchmarking Network
This document has been produced exclusively for senior marketers who are being invited to be partof a new initiative in the UK - The M2020 CMO Benchmarking Network.
The Network has 27 advisory board members, representing key brand categories – see the list on
facing page.
In May of this year, these founding members contributed their thoughts on the challenges faced by
marketers globally who are grappling with the myriad of factors that have impacted brands from advances
in technology through to increased customer expectations. The priorities set by them are outlined on
page 5.
We are now looking to reach out to more brands to be part of this new Network and with this in mind, we
hope that you will take the time to read about the rationale for setting up the Network, our detailed content
plans for members and most importantly, something about the research Study that started the initiative to
help with the overhaul of marketing capability.
The Marketing2020 Study With more than 250 CMO interviews and a comprehensive online
survey that reached more than 10,000 respondents in 92 countries,
the outputs from this important Study will help all advertisers to
develop the strategies and organisational capabilities that Keith Weed,
Chief Marketing & Communications Officer, Unilever (chair of the
Marketing2020 board) first referenced at Cannes in 2013.
The Study set out to ask the big question - How should marketing focus and organise to deliver business
growth? The resulting report focuses on four key areas of recommendation for business leaders tasked to
drive growth and meet the challenges of a new marketing landscape expected by the decade’s end:
1. the role of marketing in delivering the business strategy
2. the best way to structure the marketing department
3. how to build capability - equipping the marketing function
4. the leadership skills and behaviours of winning CMOs.
The Marketing2020 Study was created by EffectiveBrands™ (now MB Vermeer) the only global marketing
consultancy specifically focused on increasing global marketing effectiveness. To find out more about the
Study and the International Partners, please visit http://bit.ly/MBVermeerM2020 or check out the article in
the July 2014 issue of the Harvard Business Review - http://hbr.org/2014/07/the-ultimate-marketing-
machine/ar/1
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CMO Benchmarking Network advisory board
We are delighted to advise that the following individuals are on the advisory board for our new Network and
have contributed their thoughts on the priority challenges for marketers that they would like the Partners to
help them address:
Anne Kirk, Customer Transformation Director, Aviva
David Wheldon, MD Brand, Reputation, Citizenship and Marketing, Barclays
Will Orr, Managing Director, Central Heating Installations, British Gas
Matt Barwell, CMO, Britvic
David James, Consumer Marketing Director, BT
Jim Slater, Managing Director, Costa Enterprises/Whitbread
Syl Saller, CMO, Diageo
Gary Booker, CMO, Dixons
Peter Duffy, Group Commercial Director - Customer, Marketing & Product, EasyJet
Andrew Warner, Senior Marketing Director, Expedia Europe
Giles Jepson, CMO Europe & UK, H J Heinz
Caroline Taylor, Vice President Marketing, Communications & Citizenship, IBM Europe
Ian Armstrong, Jaguar Global Communications Director, Jaguar Land Rover
Nina Bibby, Marketing & Consumer Director, O2/Telefonica
Pierre Woreczek, Chief Brand & Strategy Officer, McDonalds Europe
Philippa Snare, CMO, Microsoft UK
Patrick Kalotis, Head of Marketing & Innovation, PepsiCo Europe
Pete Markey, CMO, Post Office
Roisin Donnelly, Corporate Marketing Director and Head of Marketing, P&G UK & Ireland
Rory O'Neill, Marketing Director, Samsung Mobile Europe
Keith Moor, CMO, Santander UK
Olivia Streatfeild, Marketing, Sales and Retention Director, TalkTalk
Matt Atkinson, CMO, Tesco
Nigel Gilbert, Chief Marketing and Communications Officer, TSB Bank
James Tipple, Head of Global Strategy, Virgin Group
Rupert Ellwood, Head of Marketing, Waitrose
Jon Goldstone, VP Brand Building - Foods & Ice Cream, Unilever UK & Ireland
Rationale for the Network
Following the debrief of the Marketing2020 Study at the FT in October 2013, a number of attendees
expressed the hope that the debate ignited amongst brand marketers on what their capability priorities
should be at the Summit, could be continued.
There was clearly a hunger for a community where like-minded marketers could truly benchmark their
journey towards a marketing organisation fit to meet the challenges of the 21st Century and the UK Partners
on the Study have created the M2020 CMO Benchmarking Network as the solution.
It will be limited to senior marketers (SVP, Marketing Director, CMO level) who are managing either global
brands or very large national or regional brands. These individuals will genuinely talk at the same level
about common challenges and help each other to fast forward to solutions.
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“We will have to build the capability to understand and engage customers andprospects as unique individuals based on what we know about them andwhere they are on their journey, and how they prefer to interact with us, bydevice, time or channel.”Jon Iwata
SVP, Marketing and Communications at IBM and advisory board member of
the International Marketing2020 Study
“The M2020 interviews confirmed to us how dramatically the world that brandsoperate in has changed – particularly in the past decade. It also highlighted ahuge problem – that despite all of the outside changes that the way marketingis organised has not changed in real terms for 50 years.”Marc de Swaan Arons
Global CMO – MB Vermeer and Creator of the Marketing2020 Study
Network objectives
With Marketing once again in the ascendency in organisations, and with more marketers partnering with
CEOs on the growth strategies for their organisations, the Partners of Marketing2020 are keen to help
senior marketers to stay on the front foot. The special peer-to-peer Network will have three over-riding
objectives:
n to help member CMOs to build an over-performing marketing organisation.
n to help member CMOs to be better partners to their CEOs on their growth agendas and to equip them to
raise the importance of marketing with this latter group.
n to allow members to share best practice and experiences in the key areas that the Study identified as
priorities for brands.
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Priorities set for the Network by the advisory board
During May and June this year, we held two meetings for advisory board members and also conducted
telephone interviews (with those unable to attend one of the physical sessions). The objective was to
understand what is top of mind currently, so that we can ensure that the programme of Network events is
addressing members most urgent challenges. Fuller details of the discussion can be accessed on the
member knowledge share section of www.marketing2020.org but for the purposes of this top-line briefing
document, the six top priorities identified were:
1. Delivering an engaging Total Experience This topic was the outright winner in terms of priority for the Network - recognising the importance of
delivering a total experience for consumers / customers and the challenge of doing this right.
M2020 shows that winning brands deliver a total experience by driving high depth and high breadth in a
way that is relevant for that brand in the category it plays in; creating a personalised and social
experience that has multiple relevant touch-points throughout consumers’ daily lives.
2. Ensuring Digital and Social Media Readiness, including metricsIn a world in which almost all global brands are “socially active,” the question is no longer whether
Digital and Social Marketing is important. Everyone agrees that it’s crucial. The more pressing question
is: how can you structure and evolve the global marketing organization so that it becomes Digital and
Social Marketing Ready?
There is a need for brands to define what they should be doing in the digital landscape and how
everything fits together in an integrated plan, with KPIs and measurements in place.
3. Building the right team to drive growth in the digital age Almost everyone in the network talked about “build” as a priority, recognising that the way marketers will
have to manage their brands and consumer relationship in the coming years is changing as a result of
many forces converging - globalisation of markets, the rise of digital technologies and shifting consumer
behaviours and expectations.
M2020 showed that equipping the organisation with the right capabilities was the biggest driver of over-
performance, and when it comes to building marketing excellence, over-performing marketing
organisations have a clear quantity and quality advantage in their training. There is no single key
capability that separates over-performing companies from their peers, yet successful companies tend to
be consistently better at every capability.
4. Organising for seamless integrationThe founding members relate well to one of the biggest challenges that came up in the M2020 vision
interviews. Organising for seamless integration is indeed something that keeps every senior marketer
awake at night, as we sit at the cusp of the internal and external world and on one side we see
collaboration and integration whilst internally there are still many silos that need breaking down. The
world has changed tremendously, what we do in marketing has evolved, but the way we are organised
has virtually stayed the same for decades.
5. Leadership in the new world order The world is a constant flux. There is a sense that one is going to forever chase one’s tail – and where
is it going to get you?
M2020 raised some of the challenges that senior marketers face given the relentless change in world
order; having to do more with less and the fear around “how do I stay current?” One of the founding
members jokingly said, that joining the network was like joining “marketers anonymous”, and there was
a feeling of respectful and supportive camaraderie amongst the group.
6. Excelling at Big InsightsIt’s not about Big Data, it’s about Big Insights. M2020 demonstrates that over-performers have the edge
in extracting big insights from big data. They blend data, knowledge and intuition to get a clear point of
view on their business and their brands.
Over-performing companies mentioned Big Insights 30% more than under-performing companies
as a key driver that is influencing their future strategy. The trick is in converting invaluable data into
valuable insights.
Features & benefits of the Network
The Network will expose members to World class examples of brands who are excelling at the key
capability areas identified by the Marketing2020 Study, allowing them to benchmark their own organisations
and progress accordingly.
During the course of the year, Network members will:
n gather in small groups to hear the ‘deep dive’ thinking from MB Vermeer (formerly EffectiveBrands) on
the marketing organisational drivers identified in the M2020 Study;
n hear other senior brand practitioners debrief significant projects from internal alignment to re-engineering
their business through purpose and values; from engaging consumers through total experience
excellence through to ensuring that their organisation is social media ready;
n have the opportunity to join relevant webinars featuring ‘how to’ information on creating better marketing
performance;
n be given access to papers from the International Partners involved with Marketing2020 and selected
academia;
n have access to the best-in-class case studies that MB Vermeer (formerly EffectiveBrands) has built over
12 years through their Leading Global Brands Study and most recently through Marketing2020;
n Attend a Masterclass on the key drivers to growth identified by the Marketing2020 Study – an opportunity
to start benchmarking their own organisations against the over-performers identified by the research.
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“As marketers ready their brands to compete in a world ofaccelerating change from digital to big data, they mustequally ready their organization’s capabilities and structureto be fit to win for twenty-first century marketing,” Keith Weed
Chief Marketing and Communications Officer, Unilever and Chairman of the
Marketing2020 Study
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Questions that you might have on membership of the Network
“If you were driving from New York to Chicago, you would probably check on aregular basis whether you’re on the right road, but in business, we sometimesonly check our progress once per year. We need to do it with sufficientfrequency so that if we get off track, we still have time to course correct.”Larry Light
Chief Brands Officer, InterContinental Hotels Group responding to recommendations on the M2020 Study/ANA
magazine
How many Network members will there be in total?We have already secured 27 advisory board members for the Network and over a period of 12 months, we
anticipate growing the total membership of the Network to 100 organisations. We are keen to maintain a
balance between the categories represented, so it is unlikely that we would accept more than ten members
in any category.
Members will be able to benefit from each others experience as well as the learning from the
Marketing2020 Study.
How much of a time commitment would being a Network member be?We have a series of events and webinars planned for the next 12 months and we would like you to attend at
least two of them in the period September 2014 – June 2015.
Where will the Network meet?Generally Network meetings will take place in Central London.
Will there be a cost to be a member?In the foreseeable future, there will be no cost to members of attending the Network events and
receiving intelligence created by the Partners. We may however, add in some work study tours or the like in
2015 and beyond and members would need to fund attendance at these, if they wanted to be part of those
additional activities.
Will members of my team be able to attend Network events?We are keen to ensure that members are very senior – so in the first instance, this invitation to join the
Network is exclusive to you. Once you have attended a couple of events, then we would be happy to have
details from you of other members of your team that you feel should be considered for inclusion. If the
Partners and advisory board are happy with the suggestion, they can then be included at later events.
Becoming a Network memberIf the CMO Benchmarking Network sounds like the right environment and stimulus for you, then please let
us know that you would be interested in joining by emailing: [email protected]
On confirmation, we will then be able to book you onto the September workshop on Engaging customers
through Total Experience, if you are interested in that topic.
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Partners
Developing and Embedding
Our tailored solutions build internal capability
and create internal support for change from
the start.
Results Driven
Fusing practitioner and consultancy experience
at the intersection of whole-brain thinking, feeling
and practical doing to unleash brand-led
business growth.
Leading the Study: MB Vermeer EffectiveBrands joined forces with Millward Brown
Optimor in June 2014 to create MB Vermeer - the first
global end-to-end marketing strategy firm focused on
unleashing brand-led business growth through the
development and embedding of consumer insight-led
marketing strategy, structure and capability.
MB Vermeer has close to 150 employees in 10 offices
around the world – New York, London, Amsterdam,
Singapore, Mexico City, Sao Paolo, Sydney, Tokyo,
Shanghai and Cape Town.
Global Marketing Expertise
Combining our talent, expertise and experience, we are
able to support clients globally align the why, what and
how of marketing strategy to drive brand-led business
growth.
Our Partner: SpencerStuartSpencer Stuart is one of the world’s leading executive
search consulting firms. Privately held since 1956,
Spencer Stuart applies its extensive knowledge of
industries, functions and talent to advise select clients and
address their leadership requirements. Through 54 offices
in 29 countries and a broad range of practice groups,
Spencer Stuart consultants focus on senior-level
executive search, board director appointments,
succession planning and in-depth senior executive
management assessments.
“Globalisation and digitisation are posing an unprecedentednumber of new questions for the modern marketer.Marketing2020 is a ‘sourcebook’ of invaluable insights andtools for ensuring that these questions become answers, notproblems.”
Grant DuncanTechnology, Communications and Media Practice Head
SpencerStuart
Our Partner: ISBAISBA – the Voice of British Advertisers – is the only UK
body single-mindedly focused on championing the
advertiser’s interest. Committed to protecting the freedom
to advertise responsibly, ISBA enhances the effectiveness
of its members marcomms and builds their marcomms
capability. It also provides unique advertiser-only
networking and peer sharing of insights.
In summary, ISBA is the ‘Go To’ body for all advertisers’
marcomms issues – in the UK and beyond.
“Our members are facing an accelerating rate of change inthe media landscape, which poses challenges with regard toskill sets and structure. This global study addresses theseissues head on.”
Mike HughesDirector General, ISBA
“The challenge that is keeping our clients awake at nightis how to ready their marketing organisation to drivegrowth in a rapidly changing environment. TheMarketing2020 Platform provides a framework and casestudies to answer their key questions: how to ensureyour brand delivers its purposeful positioning, how toembed your strategy at all levels, how to set up anetworked organisation and how to build the rightcapabilities in your team.”
Teresa OctavioSenior Partner & Managing Director, MBVermeer
