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Leading the Mindful Marketing Revolution
Lisa Nirell | Chief Energy Officer | EnergizeGrowth®
Today’s discussion
Identify mindless marketing habits
Outline mindful marketing benefits
Shift from order taker to market maker
Optimize stakeholder collaboration
What I believe
You CAN shift from order taker to market maker
You can LEARN new mindful marketing habits
Finding your INNER MARKETING GURU
EXERCISE
What’s different?
What is mindfulness?
Mindlessmarketing
Multi-tasking is mindless
The CC Cream diaries
Gym – 6:30am
Study script on treadmill
1
Wardrobe/ Makeup – 8:00am
I don’t have a team of stylists (yet!), but with Olay Total Effects Pore Minimizing CC Cream, I always look professionally polished.
2
Grab Coffee – 9:30am
I Chat on phone with a friend while waiting for my latte
3
Order taker?
“Marketing-speak”
Erratic financial reporting cadence
Outdated demand creation model
“Marketing-speak”
Erratic financial reporting cadence
Outdated demand creation model
‘‘‘‘We’re attacking the target market with a rifle shot approach.
Source: Steve Yastrow, We: The Ideal Customer Relationship
‘‘‘‘We’re in a fierce battle with the competition to capture market share.
Source: Steve Yastrow, We: The Ideal Customer Relationship
‘‘‘‘We’ve scheduled a volley of advertising for the fall.
Source: Steve Yastrow, We: The Ideal Customer Relationship
“Marketing-speak”
Erratic financial reporting cadence
Outdated demand creation model
‘‘‘‘Think about the staff meetings you attend. The VP of Sales and the CFO reports on how earnings,revenues, and renewals compare to previous quarters…
– Joe Payne former CEO Eloqua (now Oracle)
‘‘‘‘… Conversely, the VP of Marketing may report on the latest Twitter campaign at one meeting, and the number of trade show leads at the next...
– Joe Payne former CEO Eloqua (now Oracle)
TIME FRAME Horizon 10 – 12 months
Horizon 212 – 36 months
Horizon 336 – 72 months
DRIVING GOAL
Maximize economic returns
Become a going concern
Create a new category
KEYPERFORMANCE INDICATORS
• Revenue vs. plan• Bookings• Contribution margin• Market share• Wallet Share
• Target accounts vs. plan
• Sales velocity• Average deal size• Time to tipping point
• Name brand customers• Deal size • Name brand partners• PR & social media
buzz• Flagship products
Source: The Alchemy of Growth by Mehrdad Baghai, McKinsey
RE
Resources Needed to Generate RevenueLOW HIGH
Managing a Portfolio
The 3 Horizons Model
“Marketing-speak”
Erratic financial reporting cadence
Outdated demand creation model
Old vs. NewDemand creation
LEADS &
SOCIAL MEDIA
$$$
Ongoing Customer
Relationship & Community
Building
OLD NEW
Recommendations
Intentional language
Mindful Meetings
Community
The Marketing Language Meter™
Target
Vendor Partner
Pitch
Push
Pursue
Penetrate
Serve
Partner
Converse
Shepherd
Nurture
Expand
LOW ENERGY HIGH ENERGY
Mindfulmeetings
Breathing space
Min/Max
Check-In Process©
The Check-InProcess©
Mindful revolutionaries
Dr. Jason Lake
Design yourcommunities
Peers
Customers
IMG
Peer community
Branded customer communities
Branded customer communities
= best content
Today, customerscontrol the conversation
Source: The Incyte Group, 2012, n= 1,897
Get the most accurate information
Get answers from consumers like me
Get information more quickly
18%
22%
32%
Top reasons customers participate in a branded community
Inner MarketingGuru (IMG)Community
Inner MarketingGuru (IMG)Community
FAMILY
FOOD
FUN
FITNESS
FOCUSRITUALS
Mindful revolutionaries
Carol Stratford
Geared for action
Participate
Study
Self-reflection
Honor commitments
How revolutionaries
behave
Where to begin?
“Quick hits”Invest
long term
Pursue opportunistically
Avoid
RE
Ease of implementationR
E
Bu
sin
ess
valu
e &
str
ateg
ic f
it
Join the revolutionPhone: 703.888.1280Email: [email protected] [email protected] resources and survey:www.themindfulmarketer.com/bonus