4. AGENDA

6. WHAT IS BECOMING MORE IMPORTANT FOR THE MARKETING FUNCTION All delivery components are becoming increasingly important Source : 2011 Marketer Survey by ANA, KornFerry International & Booz & Company

8. THE NEW MARKETING More COLLABORATIVE More STRATEGIC More ACCOUNTABLE More INTEGRATIVE Requiring a HIGHER ORDER of skills and competencies

10. WHAT ARE THE MOST IMPORTANT CAPABILITIES Multiple & diverse set of skills required – are we focusing enough on the most important ones

11. BUT BUILDING CAPABILITIES IS NOT SO STRAIGHT FORWARD In the context of SCARCITY ….. … .. LESS is MORE

13. HOW MARKETERS PLAN TO BOOST PERFORMANCE Scramble and struggle to find the right balance between specialists and integrators Building capabilities from within

16. UNDERSTANDING THE POWER OF CAPABILITIES AND TALENT

17. HOWEVER, NOT ALL MARKETING LEADERS ARE THE SAME Difference between top 20% and bottom 20% Note: Based on behavioral profiles of thousands of marketing leaders Performance of marketing leaders (top 20% and bottom 20%) is based on compensation Source: Korn / Ferry International behavioral profiler LEADERSHIP PROBLEM SOVING EMOTIONAL TASK ORIENTATED SOCIAL INTELLECTUAL EXPERTISE ACTION DECISIVE COMPLEX ANALYTIC CREATIVE EXPLORATORY TOLERANT OF AMBIGUITY HUMILITY / ADAPTIVE CONFIDENCE

18. WINNING MARKETING EXECUTIVES

19. “ CRAZY MARKETERS CHANGE FOR RESULTS” knows own true strengths and weaknesses ability to examine problems in unique and unusual ways skilled communicator who can work with diverse types of people likes to experiment and comfortable with change delivers results in challenging first-time situations

21. WHAT DID WE LEARN FROM BEST IN CLASS ?