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Management in crisis - New planning and Future CMO Toni Keskinen, Marketing Architect [email protected] +358 50 5522276
© Toinen Helsinki 2012
The management is challenged by accelerating change, complexity and creativity demand
© Toinen Helsinki 2012
IBM CEO study, 1500 interviews in 2010
Key findings: 1. The World’s private and public sector leaders believe that a rapid
escalation of “complexity” is the biggest challenge confronting them. They expect it to continue – indeed, to accelerate – in the coming years
2. They are equally clear that their enterprises today are not equipped to cope effectively with this complexity in the global environment
3. Finally, they identify “creativity” as the single most important leadership competency for enterprises seeking a path through this complexity.
© Toinen Helsinki 2012
“The threats and opportunities aren’t just coming at us faster or with less predictability; they are converging and influencing each other to cerate entirely unique situations. The first-of-their-kind developments require unprecedented degrees of creativity – which has become a more important leadership quality than attributes like management discipline, rigor or operational acumen.”
Mr. Samuel J. Palmisano, Chairman, President and CEO of IBM Corporation
© Toinen Helsinki 2012
Marketing dept/CEO (future)
CFO/HR/Research (past)
Sales/customer services/analytics (now)
Average management view
DIFFERENT PERSPECTIVES
© Toinen Helsinki 2012
Fractured data use – Blindspots Weight
Time
On-line Analytics
Realtime: Automatic- optimization
Own/competitor Annual report
P’n’L
Tracking
Campaign analysis
Scoring RFM Modeling
CRM salesreport
Own/competitor Quarterly
P’n’L
SoMe
Co-creation/ Open innovation CSAT/
VOC
Mystery- shopping
Own/competitor Monthly
P’n’L
Diciplined and capsuled information result blind spots and do not offer optimal value. There is no story in the data
Own personnel
Monthly Quarterly Annual
© Toinen Helsinki 2012
Combined data = Story & insights
Weight
Time
On-line Analytics
Realtime: Automatic- optimization
Annual report P’n’L
Tracking, research
Campaign analysis
Scoring RFM Modeling
CRM salesreport
Quarterly P’n’L
SoMe
Co-creation/ Open innovation
CSAT/ VOC
Mystery- shopping
Monthly P’n’L
Combined data that is open for all decision makers, tell much richer and more valuable story and increase the value of information
REALITY CHECK: IN BUSINESS YOU ARE ALWAYS DRIVING IN THE DARK
© Toinen Helsinki 2012
YOU CAN GET BETTER LIGHT, BUT NEVER DAYLIGHT
Customer relationships and insights are more important than ever due to..
© Toinen Helsinki 2012
PRIVACY & OTHER REGULATION
DATA EXPLOSION
UNPREDICTABILITY: LIKELIHOOD OF BLACK SWANS
TECHNOLOGY COSTS DOWN
GLOBAL INTERDEPENDABILITY
FROM MEDIOCRISTAN TO EXTREMISTAN
OPPORTUNITY DEMOCRACY
TRANSPARENCY
FOCUS SHOULD BE: CUSTOMER BEHAVIOR
CHANGE AND CHANGE SCENARIOS
REAL TIME REQUIREMENT
TRUST VS. OPPORTUNISM
Demand for accountability
– The key here is the corporate management acceptable marketing investment model = accountability and business cases
– Marketing has been a rogue spending area in corporations without direct accountability for financial results. Managing liquid investments worth several percentages of corporate turnover/year (P&G 9-11%) must be held accountable and responsible
– Every single business investment area is held liable for profitability and accountability apart from advertising and marketing.
– Because real accountability is becoming possible, it will be demanded. Period.
© Toinen Helsinki 2012
CMO has the best combination of customer and business understanding
– CMO has a role between corporate strategy, operations, and customer understanding
– CMO is responsible for constantly analyzing and tracking the brand’s success and perception in the market compared to other brands and players: how the market works from the customer point of view
– CMO should know how different strategies influence customer behavior, loyalty and consequently business
– CMO has resources to allocate and he can react in both brand related issues and tactical sales
– CMO’s job is to make the money work for the company and invest in any purpose resulting profits, growth and competitive advantage
© Toinen Helsinki 2012
Why do companies exist? - To serve their customers
© Toinen Helsinki 2012
CMO’s current order of priorities:
1. Find, reach and feed new customers
2. Convert them to buyers 3. Keep and grow the value
of each customer 4. Create such a great
experience and high value that customers are voluntarily spreading the brand with recommendations
Corporate interest = CMO’s focus
© Toinen Helsinki 2012
New order in priorities (bottom up):
1. Most accountable growth from customers and their lifetime value including customer experience
2. Strongest growth of customer base from increased conversion rate
3. Other market – non customers, is least accountable. Real time marketing, result based business models and analytics increase ROI
FUTURE CMO – CATALYST FOR CHANGE
© Toinen Helsinki 2012
Futurecmo.org
Business and internal information
Marketing and sales Strategy, offering, operations Customer research and
behaviour analytics
CEO CFO CMO CSO HR etc.
Future CMO
Marketing profitability optimisation (Everything is
marketing: product, pricing, distribution, customer
experiences, organisation, promotions, reclamations…)
Translation of customer behavior to corporate strategy and operations management
Customer Market
and Business
view
Insights
© Toinen Helsinki 2012
CMO – Portfolio manager responsible for Allocation and Attribution
MARKETING PORTFOLIO
CUSTOMER PORTFOLIO
PRODUCTS AND
SERVICES PORTFOLIO
Sync
ECOSYSTEM VIEW? Convergence, re-structuring, new specialist diciplines.. Change in balance of power and influence
© Toinen Helsinki 2012
Integration of knowledge and diciplines will be inevitable = Co-creation and co-operation + completely new game changers (Black Swans)
© Toinen Helsinki 2012
Likelihood: the ecosystem players will create new coalition propositions and value creation methodologies in Symbiosis
IT CREATIVE AGENCIES
CONSUL-TING
MEDIA AGENCIES
RESEARCH &
ANALYTICS MEDIA
EDUCATION
CMO & BOARD OF
DIRECTORS BRAND = HOLISTIC ENTITY
Convergence of ecosystem and silos
© Toinen Helsinki 2012
• Goals: Managing with knowledge and accountability • CMO should be responsible creating a nervous system for corporate
portfolio management (customers – marketing – products and services): Limbic system = capability to react automatically to individual customer’s and
marketing opportunities and needs guiding and steering operations in any given customer interface
Cortex = Intelligence and analysis of the market, foresight and scenarios • Components and partners supporting internal organisation:
IT infra: data capturing, warehousing and management, automatization Portfolio management: Marketing – customers - products and services Analytics and insights, scenarios and strategy Execution capabilities proactively and reactively Innovation and development: services, products, distribution, networks,
operations, partnering and communications Brand = Company as a holistic entity
CHANGE WILL BE AN ADVENTURE WE ARE ENTERING ALREADY = OPPORTUNITY and INSPIRATION
© Toinen Helsinki 2012