Cette étude (document en Anglais) découle de 250 entretiens avec des CMO à l'international.
Le rôle du marketeur évolue puisque dans 58% des entreprises, il collabore étroitement avec la direction générale pour déterminer les priorités stratégiques de croissance, contre 38% en 2006.
L'enjeu d'intégration passe, selon les entretiens, par un "dé-silotage" de la structure pour repenser les compétences des équipes, dans un modèle 365/24/7, selon 3 axes : Think (marketing analytics), Feel (customer engagement), Do (content production).
L'étude révèle que les entreprises sur-performantes dans leur secteur investissent en moyenne 20% de plus que les autres dans le développement des compétences de leurs équipes.
Les challenges qui attendent les CMO dans le futur seraient : l'infobésité, le respect de la vie privée, la multiplication des points de contact et les silos.
Les entretiens d'une heure de plus de 250 CMO et marketers américains, français, britanniques, brésiliens, chinois, singapouriens, néerlandais, belges et allemands ont été compilés et 10 231 professionnels du marketing de 92 pays ont été interrogés.
5. 1,064 US Participants
Seniority
Type of Business
Industry
Discipline
1%
21%
18%
18%
19%
41%
12%
48%
30%
30%
28%
8%
33%
9%
63%
6% 7% 8%
Board/EVP/SVP
VP/Director
Manager
Other
5
B2C
B2B
Both
Other
Media/Communications
Business and financial services
Consulting
Manufacturing
Healthcare
FMCG
Others
Marketing
Communications
Others
32. Big Insights
Purposeful Positioning
Total Experience
50
45
Underperform
Overperform
45
40
35
42
38
33
30
We have right data and analytics available to
measure marketing effectiveness
We are able to leverage all data
and analytics available
to improve our marketing effectiveness
33. Big Insights
Purposeful Positioning
Total Experience
Disagree
80
70
60
50
40
30
20
10
0
Agree
73
6
I believe that brands with a clear societal purpose will drive
more business growth
Purposeful Positioning
38. Purpose drives business growth
Advantages to be achieved
Impact of having a societally purposeful brand (Q3602)
on marketing KPIs (current performance versus competition)
100%
90%
80%
70%
60%
50%
40%
30%
20%
With purpose
10%
Without purpose
0%
Q9 Market share
38
Q11 Lead
generation
Q13 Marketing Q14 Net promoter
efficiency
score
Q15 Consumer
engagement
Q16 Revenue
growth
Q17 Marketing
return on
investment
Q18 Brand health
41. Nike’s share of experience
Nike Experience Curves
Perspective of the Runner
Quality of Experience
High
10
9
8
7
6
5
4
3
2
1
0
Low
Price of
shoe and
system
Heart rate
monitoring
Running
computer
Quality
of shoe
Brand
image, selfidentification
Tracking
runs
Motivation
to run
Key Elements of the Customer’s Experience
41
Integrating
music and
running
Participating
in social
network
Emotional
association
with running
experience
50. Marketing’s Influence
Big Insights
Purposeful Positioning
Total Experience
“Marketing works closely with the CEO …
Agree
6%
12%
12%
38%
Neither
Disagree
39%
19%
17%
30%
47%
42%
64%
50%
49%
34%
Health Care
Energy
& Utilities
Financial
Manufacturing
CPG
50
41%
54. Engage internally
Big Insights
Purposeful Positioning
Total Experience
90
84
Under Perform
Overperform
80
72
70
63
60
60
50
47
43
40
I am proud of my brand’s purpose
54
In our company we ensure that all
employees are fully engaged with our
brand purpose
We continuously engage
our consumers and customers
around our brand’s purpose
59. Understanding the strategy
Big Insights
Purposeful Positioning
“Local marketing
understands the
global strategy”
“It’s clear what the
strategy is for the brand
I’m working on”
70%
59%
56%
49%
Underperformer
59
Overperformer
Underperformer
Overperformer
Total Experience
60. Communicate, Communicate …
Big Insights
Purposeful Positioning
‚I support the global strategy of the brand I am working
for - % AGREE‛
Total Experience
EVP
VP/MD
Manager
Other
Global
83%
80%
83%
82%
Regional
72%
74%
75%
73%
Local
66%
64%
63%
56%
63. Collaborating more closely with IT, Finance and HR
% Always
Under Perform
Overperform
50
45
40
40
35
30
29
30
26
25
20
18
14
15
10
Marketing works closely with IT
Marketing works closely with HR
Marketing works closely with Finance
71. More agencies
Big Insights
% that works with more than 5 agencies
Purposeful Positioning
Total Experience
Under Perform
Overperform
60
53
55
50
45
40
35
33
30
25
20
# agencies
89. What’s next for YOU?
Top Marketing2020 CMO Priorities
1. Lead by example in a digital world
2.Engage the total organization
3.Inspire and empower vs. control
4.Ensure brand consistency throughout
5.Build marketing capability
This truly is a program of the future by virtue of the partners that have come together to pool expertise and experience….EffectiveBrands – the global marketing consultants that are leading the process and leveraging their expertise on what it takes to winning marketing organisation Spencer Stuart – who know better than anyone else how to attract and develop winning senior marketing leadersMetrixLab the global online research company who are reinventing how marketers connect to consumer insights The World Federation of Advertisers who represent all the worlds national advertising associations as well as most of the top 25 actual advertisers Forbes who have quickly become a leading source of CMO insights and learningAnd Adobe who are now also applying their software and creative work flow expertise to improving marketing and messaging speed and effectiveness And then its important to recognize how global this study is. No less than 8 major national advertising associations are partners of Marketing2020 as well as MarketingWeek, CampaignAsia, Werben und Verkauf, Roularta and the Adfogroup.
Digital world
Marketing in a digital world
Opportunity to influencing the business
infobesity
Lack of influence
Personal ability to stay current
All CMO’s interviewed say they are a business manager first and a marketer second
Paul Polman and Keith WeedJeffrey Immelt and Beth ComstockMike Duke and Steven QuinnMark Parker and Trevor Edwards
growth
Google expectsgooglinessZappos offers you a 2,000 check to leave
Bar is gradient with the left stop set to opaque EB orange and the right stop set to transparent whiteFont: CalibriText left-aligned and 30pt (top) and 36pt (“clarity of strategy”)
WHY DO WE DISCUSS BUSINESS PERFORMANCE EVERY MONTH FOR A FULL DAY AND HUMAN PERFORMANCE 2X PER YEAR FOR 60 MINUTES?
WHY DO WE DISCUSS BUSINESS PERFORMANCE EVERY MONTH FOR A FULL DAY AND HUMAN PERFORMANCE 2X PER YEAR FOR 60 MINUTES?