Changing The Marketing Game (10 06 2011)V5
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Brand promises must be aligned with compatible brand actions if marketing is to create genuine, customer-focused value
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Changing The Marketing Game (10 06 2011)V5
- 1. Brand promises + brand actions = brand value $ Mitchell Mackey mitchell_mackey@hotmail.com +61 402 790 723
- 2. Agenda The opportunity The solution The integration imperative Metrics and goals mitchell_mackey@hotmail.com +61 402 790 723 2
- 3. Brand promises must be matched by brand action mitchell_mackey@hotmail.com +61 402 790 723 3
- 4. You cannot consistently frustrate your customers & keep mitchell_mackey@hotmail.com their business +61 402 790 723
- 5. Too many sales teams are forced to be hunter killers mitchell_mackey@hotmail.com +61 402 790 723 5
- 6. Process, culture & I.T. issues mean few leads are harvested Lead gap mitchell_mackey@hotmail.com +61 402 790 723 6
- 7. Complexity reigns in todays sales & marketing funnel mitchell_mackey@hotmail.com +61 402 790 723 7
- 8. Agenda The opportunity The solution The integration imperative Metrics and goals mitchell_mackey@hotmail.com +61 402 790 723 8
- 9. In a commoditized world, brand experience is the differentiator Experience-based differentiation: A systematic approach to interacting with customers that consistently builds profitable loyalty mitchell_mackey@hotmail.com +61 402 790 723 9
- 10. Embracing the future means we must integrate our silos mitchell_mackey@hotmail.com +61 402 790 723 10
- 11. Brand promise + brand action Making promises Communicate image Deliver value Keeping promises TV Print Shows Direct Email Web & Call Retail/ Supply Sales Product & & mail social centre Distri/ chain radio events media butors mitchell_mackey@hotmail.com +61 402 790 723
- 12. Apples brand eco-system promises and delivers Emotional products Hi-touch design Engaged staff Cool software Integrated marketing Sexy retail space Elegant packaging Leadership mitchell_mackey@hotmail.com +61 402 790 723 12
- 13. From the funnel to the cycle mitchell_mackey@hotmail.com +61 402 790 723
- 14. New school marketing mitchell_mackey@hotmail.com +61 402 790 723
- 15. Filling the process gaps Marketing Sales mitchell_mackey@hotmail.com +61 402 790 723
- 16. Applying the key principles of cross-channel design Face to face Phone Digital Mail Choice: the customer decides Consistency: Eliminate confusion Continuity: Smooth handoffs mitchell_mackey@hotmail.com +61 402 790 723 16
- 17. Agenda The opportunity The solution The integration imperative Metrics and goals mitchell_mackey@hotmail.com +61 402 790 723 17
- 18. The enabler: integration Customer-first vision Sales automation (CRM) Marketing automation Data aggregation Cross functional processes Sales & marketing synchronization Radical transparency mitchell_mackey@hotmail.com +61 402 790 723
- 19. Our 3 Experience-Based Differentiation principles mitchell_mackey@hotmail.com Source: Forrester Research +61 402 790 723 19
- 20. Who are our customers and what are their goals? 1) Our 2) Their customers, 3) Helping them goals represented accomplish by personas those goals mitchell_mackey@hotmail.com +61 402 790 723 20
- 21. Join the people, processes and technology dots People 1) Process engineering 3) User engagement Process IT 2) Digitization mitchell_mackey@hotmail.com +61 402 790 723 21
- 22. Customer centricity is great theory, but our I.T. is a mess mitchell_mackey@hotmail.com +61 402 790 723 22
- 23. Yesterdays I.T. or todays B.T.? Heterogeneous legacy systems An integrated environment Multiple data entry Enter data once Cockroach legacy systems Accountable marketing No real-time reports & analysis Real-time intelligence mitchell_mackey@hotmail.com +61 402 790 723 23
- 24. Dont pour any traditional on-premise I.T. concrete mitchell_mackey@hotmail.com +61 402 790 723 24
- 25. Joining the dots unlocks value Social media Retail Contact Centre After sales HQ Customer Internet presence CRM Brand advocates mitchell_mackey@hotmail.com +61 402 790 723 25
- 26. Achieving business goals through customer goals Business objectives Related customer goals Increase conversion Find relevant products rate from 30% to 35% & compare features Reduce contact Understand product center calls by 10% terms & conditions Generate 5% more Smooth web-to-contact Website leads centre transitions Accomplish tasks Build brand loyalty quickly and easily mitchell_mackey@hotmail.com +61 402 790 723 26
- 27. Innovating value mitchell_mackey@hotmail.com +61 402 790 723 27
- 28. Engage consumers early in product & service innovation Today Tomorrow Opportunity Opportunity Identification Identification Interface Idea Customer Development Idea Co-Development Concept Development Concept Interface Iterations Co-Development Customer Concept Test Concept Test (feedback) (feedback) mitchell_mackey@hotmail.com +61 402 790 723 28
- 29. Marketings two-way street: conversations, not campaigns Collaborative Reciprocal Personal Customized mitchell_mackey@hotmail.com +61 402 790 723 29
- 30. Agenda The opportunity The solution The integration imperative Metrics and goals mitchell_mackey@hotmail.com +61 402 790 723 30
- 31. Invert the organization's traditional pyramid The customer CEO mitchell_mackey@hotmail.com +61 402 790 723 31
- 32. Radical management: dynamic linking Open Mobile Social Self organising mitchell_mackey@hotmail.com +61 402 790 723
- 33. Real-time reporting & analytics fuelling data-driven decisions mitchell_mackey@hotmail.com +61 402 790 723 33
- 34. The key question Would your recommend us to your family, friends and colleagues? X Yes No mitchell_mackey@hotmail.com +61 402 790 723 34
- 35. Net Promoter Score is the best growth predictor: Bain & Co. Extremely likely % Promoters 9-10 minus 7-8 0-6 % Detractors Extremely unlikely mitchell_mackey@hotmail.com +61 402 790 723 Source: Bain & Company 35
- 36. Track the economic impact mitchell_mackey@hotmail.com +61 402 790 723 36
- 37. The audacious goal Our ambition is to have 100% of our customers recommending us 100% of the time. mitchell_mackey@hotmail.com +61 402 790 723 37
- 38. Thank you mitchell_mackey@hotmail.com +61 402 790 723