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1、On Marketing Accountability,A Reflection,FUTURELAB,Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence(non-commercial,attribution),FUTURELAB,Alain Thys:Jekyll or Hyde?As a retailer/VC/entrepreneur:Double digit ROIAs a marketer:Close to 100,000,000 spent to date,and ve
2、ry little to show for it,If you think marketing has a corporate image problem,FUTURELAB,Marketers are faddish,irresponsible,dont think like business people more akin to a recalcitrant child,McKinsey CEO/CMO Survey,FUTURELAB,The average tenure of CMOs in consumer markets is 23,15 or 12 months.,Spence
3、r Stuart,FUTURELAB,Too many marketers have become so specialised that they dont think in terms of the companys big picture.,FUTURELAB,Philip Kotler,Marketers are frivolous and difficult to approach,FUTURELAB,Australian Society of Certified Public Accountants,FUTURELAB,Cranfield University,Withhold r
4、esearch Take credit for others workLack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable,untouchableSeek quick promotionsChurnCare about cars,stats and lunchUse jargonSlipperyExpensive,If you think marketing has a corporate image problem,FUTURELAB,FUTURELAB,Who Kill
5、ed Marketing?,A Forensic Investigation,FUTURELAB,Photo by billysriotgirl0404,Dont shoot the messenger,Bloody Uncomfortable Confronting,FUTURELAB,FUTURELAB,THE VICTIMAccountability to the Business,THE CRIME SCENEAccountability to the Customer,THE VICTIMS WORLDAccountability to the World,A Forensic In
6、vestigation,FUTURELAB,THE VICTIMAccountability to the Business,THE CRIME SCENEAccountability to the Customer,THE VICTIMS WORLDAccountability to the World,A Forensic Investigation,WARC,2007,Which%of marketers define clear objectives for their campaigns?,46%,Which%time do Sr.Marketers spend on their m
7、edia strategy(=largest budget item)?,2%,EMM,2005,Which%of Sales Promotions are Unprofitable?,85%,UCLA,2004,Which%of German TV advertising campaigns generate negative ROI?,82%,Deutsche Bank,2004,FUTURELAB,Accountability to the Business:Making Money,A Forensic Investigation,The Reasons:Differing Strat
8、egies within the organisationLack of integrated planningResistance to ChangeUnco-operative RetailersLack of Internal CommunicationMisalignment between Marketing&SalesTurf BattlesOrganisational Silos,Source:survey,July 2005 n=198 US marketers,FUTURELAB,Accountability to the Business:Implement Plans,A
9、 Forensic Investigation,Over 80%of the ROI of any Marketing Strategy/Initiative is left to chance 31%of projects are canceled before completion 53%of projects cost nearly double of original estimates.only 16%of projects come in time and budget.,Source:Management Centre Europe,FUTURELAB,Accountabilit
10、y to the Business:Implement.At All,A Forensic Investigation,FUTURELAB,THE VICTIMAccountability to the Business,THE CRIME SCENEAccountability to the Customer,THE VICTIMS WORLDAccountability to the World,A Forensic Investigation,ACNielsen,E&Y,2005,Which is the failure rate of US Consumer Products?,95%
11、,Which%of CEOs believe their brand provides superior customer experience,80%,Bain&Company,Which%of their customers actually agree?,8%,Bain&Company,Which%of Germans are irritated by TV advertising,GfK Marktforschung,FUTURELAB,Accountability to the Customer,A Forensic Investigation,FUTURELAB,THE VICTI
12、MAccountability to the Business,THE CRIME SCENEAccountability to the Customer,THE VICTIMS WORLDAccountability to the World,A Forensic Investigation,CASE:25%of all bottled water in the world crosses national borders.,FUTURELAB,Accountability to the World:Environment,A Forensic Investigation,http:/(30
13、 second edit),http:/(45 second edit),Abroad,At home,FUTURELAB,Accountability to the World:People,A Forensic Investigation,FUTURELAB,In Your Communication:Neutrality,Accountability to the World:People,A Forensic Investigation,Do you really believe in what you do?Or do you wear a mask?,FUTURELAB,Accou
14、ntability to the World:The Self,A Forensic Investigation,SUICIDE,Who Killed Marketing?,FUTURELAB,Image:http:/,How can you avoid it happening to you?,FUTURELAB,http:/,Tom Knows,FUTURELAB,Be Accountable to the business,the customer,the world,“Drive”or prepare to“Be Driven”,FUTURELAB,MEASURE&PREDICT,BU
15、DGET ALLOCATION,Case:German insurance company,Case:Indian Tea company,Greek Telco.,Demonstrate Financial ROI,FUTURELAB,Accountability to the Business,Make Implementation Happen,Align employees,agencies,vendors,retailers,“Companies with aligned marketing&sales grow 5.4%faster are 38%better at“closing
16、 proposals”churn 36%less of their customers,MarketingProfs Benchmark Report 2005,FUTURELAB,Accountability to the Business,FUTURELAB,Focus Your Business on the Customer,Accountability to the Customer,Create Meaningful Propositions,Communicate with Respect,Insight,Passion,Customer Delight at all Touch
17、points,Life Cycle Assessment,Create a win-win,Aspire Neutrality,Demonstrate the Profitability of Caring,Accountability to the World,FUTURELAB,Challenge what has stopped making sense,Look in the Mirror,Every Day.,Accountability to the World,FUTURELAB,Heavy,FUTURELAB,but inescapable,to address its image problem,marketing needs to become more accountable.,Conclusion:The Tools Exist.The Choice is Yours,FUTURELAB,To experiment with,learn about and act on marketing accountability:,SEPTEMBER 2007:MARKETING ACCOUNTABILITY EXPERIMENTATION LAB(MAX),
