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THE MARKETING SHOW
Advance Master in Creativity and MarketingProfessor Laurent Bouty
Brussels, 2015
© JEN COLLINS @ Flickr
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 2
OUR TOOLKIT: DISCIPLINE + EXPERIENCE + COLLABORATION
MARKETING IS AN EXPERIENCE
MARKETING IS A DISCIPLINE
MARKETING IS A COLLABORATION
MARKETING IS GREAT NOT GOOD
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 3
MARKETING IS A COLLABORATION
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 4
TeAM COOrDINATION IS A key OBSTACLe TO eFFeCTIve GLOBAL MArkeTINGFIGure 7:
Coordination between digital and traditional marketing teams
FIGURE 7 Coordination across teams – not just across marketing channels – surfaced as a key obstacle to effective global marketing. Senior marketers reported that digital and traditional coordination is much more difficult than it was five years ago. Geography, language, skills and internal politics all conspire to create silos which reduce marketing effectiveness and increase costs.
Source: Q2 2012 online survey to 114 senior marketers with global responsibilities
Gaining access to the appropriate skills and people across the organization
Q: How challenging do you consider each of the following for your marketing organization? Is this less challenging, more challenging, or about the same as it was 5 years ago? In 3-5 years?
TODAy % responding moderately or extremely challenging
reLATIve TO 5 yeArS AGO
LeSS MOre LeSS MOre
exPeCTeD CHANGe IN 3-5 yeArS
75%
77%
37%
38%18%
24%
36%13%
56%16%
MOBILE
In fact, among marketers who have a high degree of technology savvy-ness, there is a greater realization of the importance of close collaboration (61% vs. 41% strongly agree among those two groups (tech-savvy and non-tech-savvy respectively)).
unfortunately, lack of coordination is quite common. One interviewee at a large automotive manufacturing firm noted completely separate interactive marketing and traditional marketing departments. Furthermore, a third group — IT — remained disconnected. “everything in interactive is run by (reviewed by) the marketing team. It should be a combined marketing and IT team.”
The combination of silos of expertise, the high cost of digital, and country managers unwilling to adapt shared platforms and standards result in the global marketing team struggling.
One of the most interesting new challenges in global marketing relates to the rapid development of new technologies, and the slower pace of skill development within organizations. Too often when we meet with senior leaders to discuss digital experiences, all three executive branches — the CMO, CeO, and CTO — will attend. The overlap of authority represents a fundamental failure to efficiently organize for the new global marketing environment.
essentially, global marketers are finding that while there are deep repositories of knowledge around ecommerce personalization, data, and analytics or social media platforms in various locations, coordinating access to these groups is quite difficult. For example, several CMOs noted that individual countries can have their own skills on staff, along with relationships with agencies that can provide skilled people — particularly in the digital space. But the location and depth of these skills was not apparent to the central management team.
This was confirmed in our survey: 53% of marketers strongly agree that coordination is much more challenging today than three years ago. Silos and lack of coordination remain a major challenge even in centralized marketing organizations; “siloed” thinking is exacerbated when multiple countries are involved.
And, surprisingly, it is getting worse.
In part, this relates to the multi-channel experience — the future of the customer experience — requiring more collaboration. even in the case of in-store experiences, IT, store management, mobile, and marketing teams all must sit at the same table. Our survey explored this topic, and found that 83% of marketers agree that investments in digital have increased the importance of close collaboration between IT and marketing. In addition, 77% report gaining access to skills and people as moderately or extremely challenging.
COOrDINATION WITH OTHer TeAMS INTerNALLy — OverCOMING SILOS
IT MARKETINGSTORE
83% OF MARKETERS AGREE THAT INVESTMENTS IN DIGITAL HAVE INCREASED THE IMPORTANCE OF CLOSE COLLABORATION BETWEEN IT AND MARKETING.
TEAM COORDINATION IS A KEY OBSTACLE TO EFFECTIVE GLOBAL MARKETING
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 5
83%OF MARKETERS AGREE
THAT INVESTMENTS IN DIGITAL HAVE
INCREASED THE IMPORTANCE OF
CLOSE COLLABORATION
BETWEEN IT AND MARKETING.
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 6
COLLABORATION IS ABOUT EMOTIONAL INTELLIGENCE
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 7
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 8
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 9
Design is critical to every business as products must be ever more user friendly,
beautiful, compact, energy efficient, ergonomic and useful.
DESIGN
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 10
Context enriched by emotion
STORY
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 11
Symphony is largely about relationships.
SYMPHONY
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 12
The concept of being able to enter someone else’s “shoes”
EMPATHY
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 13
“The opposite of play isn’t work.Its depression.”
Brian Sutton-SmithUniversity of Pennsylvania
PLAY
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 14
“The basic desire to find purpose and meaning in one’s life”
MEANING
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 15
COLLABORATION IS ABOUT LEADERSHIP
Level 5 - Level 5 Executive Builds enduring greatness through a paradoxical combination of
personal humility plus professional will
Level 4 - EFFECTIVE LEADER Catalyzes commitment to and vigorous pursuit of a clear and compelling vision; stimulates
the group to high performance standards.
Level 3 - COMPETENT MANAGER Organizes people and resources toward the effective and efficient
pursuit of predetermined objectives.
Level 2 - CONTRIBUTING TEAM MEMBER Contributes to the achievement of group objectives; works effectively with
others in a group setting.
Level 1 - HIGHLY CAPABLE INDIVIDUAL Makes productive contributions through talent, knowledge, skills, and good work habits.
STRATEGY & CORPORATE GOVERNANCE - © Prof. L. Bouty 2013
A real leader does not need to drive. It is enough when he shows the path.
Henry Miller, Writer
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 16
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 17
“Intuition is as useful as market research”
Dietrich Matteschitz, Red Bull CEO
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 18
source: The uses and Abuses of influence, Harvard Business Review (2013), July-August
LikingReciprocitySocial ProofCommitment and consistencyAuthorityScarcity
THE SIX PRINCIPLES OF PERSUASION
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 19
COLLABORATION IS ABOUT POLITICS
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 20
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 21
BULLYING
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 22
CORPORATE
PSYCHOPATHS
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 23
1.Actively manage your reputation.
2.Cultivate a mentor.
3.Ask for what you want.
4.Set the bar credibly low.
5.Provide Some Original Thinking.
6.Promote yourself.
7.Distance yourself from failure.
8.Expect betrayal.
9.“Invest in scapegoats”.
10.Use sparingly, use strategically.
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 24
Product Marketing
Content strategy & creation
MARCOM
Pricing
Field Marketing Director
Marketing Operations
ResearchIntelligence
Budget
Promotion Channel Marketing
Retention
AboveBelow
PR
Sponsoring
WEB
COLLABORATION IS ABOUT ORGANISATION
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 25
prepared by: jascha kaykas-wolff @kaykas
MARKETING’S ROLE IN THE ORGANIZATIONCritical Touch Points
Product
TechnologySales
Marketing Operations
Field Marketing
Product Marketing
Corporate Marketing
Product marketing and product collaborate on core!pain points, buying targets and user personas to further develop products customers need and the business can best utilize.
Technology and product collaborate on !backlog and prioritization.Product marketing turns key themes and customer needs!
into actionable sales materials and field marketing campaigns.
Alignment on key objectives and targets and a !dependence on data drives closer alignment.
Marketing operations provides consistent !data connecting suspects to users from field marketing to product and technology.
Corporate marketing is the horizontal services layer that intersects with every organization across the company developing consistency in visual and written language & centers of excellence.
MARKETING’S ROLE ON THE ORGANISATION
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 26
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 27
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 28
ELASTIC ORGTOFU ORGINBOUND ORGFUNNEL-FOCUSED ORGCULTURE ORGCUSTOMER ORGCREATIVE ORG
MARKETING ORGANISATION STRUCTURES
ADVANCED MASTER IN CREATIVITY AND MARKETING - THE MARKETING SHOW - © Prof. L. Bouty 2015 29
• Collaboration is key
• Collaboration is about emotional intelligence
• Collaboration is about politics
• Collaboration and organisations
WHAT HAVE WE LEARNED?