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Google Confidential and Proprietary
Marc de Swaan Arons
Organizing for the Marketing Team to Succeed in a Digital AgeChief Marketing Officer, MB Vermeer
Google Confidential and Proprietary
1.Opportunities & Challenges2.Benchmarking: over-performers
characteristics3.Marketing2020 success framework &
examples
Today
Google Confidential and Proprietary
Transformed business landscape
Google Confidential and Proprietary
Redefined categories
Total brand experience
New solutionsNew touch points
Speed
Google Confidential and Proprietary
Transparency
Google Confidential and Proprietary
Transparency & Speed
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
WHAT we do has changed dramatically
Google Confidential and Proprietary
HOW we are organized has not
Google Confidential and Proprietary
The hot, hot potato
Google Confidential and Proprietary
Moving upstream: Media > Marketing > Business
Google Confidential and Proprietary
Forcing fundamental questions
Google Confidential and Proprietary
Revisited almost daily
WHATbusiness
are we in?
HOWdo we build
our organization?
WHY do we exist?
Google Confidential and Proprietary
250 CEOs, CMOs and thought leaders in 10 markets
Google Confidential and Proprietary
10,231 marketing participants from 92 countries
Google Confidential and Proprietary
Harvard Business Review
Google Confidential and Proprietary
Big InsightsPurposeful Positioning
Total Experience
Marketing2020 effectiveness drivers
Big InsightsPurposeful Positioning
Total Experience
Organizing for marketing in a digital age
Google Confidential and Proprietary
Going beyond the organigram
Google Confidential and Proprietary
PUBLISHED BY
The most robust and reliable global brand ranking
50,000 brands, 30 countries, and 1.5 million people
Includes predictive metrics
We focused on learning from the winners
Google Confidential and Proprietary
Jocelyn RobiotGlobal Head Brand Management, Adidas
Michael DonnellySVP, Group Head Global Digital Marketing, MasterCard
Thought leaders and practitioners
B. Bonin BoughVP Global Media & Consumer Engagement, Mondelēz
Neeraj KalaniGlobal Market Insights Director, Pepsico
Google Confidential and Proprietary
Top Opportunities & Challenges
Google Confidential and Proprietary
MillennialsProgrammatic Media
Big Insights Enabling Technology
Google Confidential and Proprietary
Internal silosPrivacy
Touch-point consistency
Doing more with less
Google Confidential and Proprietary
How to turn a big ship
Google Confidential and Proprietary
Google Confidential and Proprietary
From digital
Google Confidential and Proprietary
To MiaDA
Google Confidential and Proprietary
From hand-off
Google Confidential and Proprietary
To seamless
Google Confidential and Proprietary
From focus on structure
Google Confidential and Proprietary
One Strategy
To integrated approach
© MBVermeer
People
Structure
Tools Processes
Google Confidential and Proprietary
People
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Massive cultural change
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Innovation culture
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Curiosity culture
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Risk culture
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Starts at the top
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Source unexpected talent
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Source new talent
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Commitment
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Our agency is successfully attractin...30
50
7070
49
Over-performers Rest
Win with Millennials
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Motivating Millennials
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Mentorship
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Collaboration
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Transparency
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
% who receive >3 days of training ...0
20
40
6046
29
Over-performers Rest
Development
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
1.Prioritize cultural change2.Think differently about talent3.It’s all about development
People key points:
One Strategy
Structure
Tools Processes
People
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Structure
Google Confidential and Proprietary
Breaking down silos
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Networked collaboration
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
As one
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Collaboration drives business results% Always
People
Structure
Tools Processes
One Strategy
Source: Marketing2020 Data
Google Confidential and Proprietary
Increasingly flat organization
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
New roles
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Orchestrating
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
New marketing specialists
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
From centers of excellence…
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
To global communities of excellence
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
More agencies
Source: Marketing2020 Data
% that works with more than 5 age...0
20
40
60 55
33
M2020 Over-performers M2020 Under-performers
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Team Nestle
Team Detroit
Colgate Red Fuse
Garage Team Mazda
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Unilever partnerships
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Coca-Cola enterprises API
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
Nike Fuel Lab
People
Structure
Tools Processes
One Strategy
Google Confidential and Proprietary
1.Networked across functions2.Networked JIT Team 3.Networked Partnerships
Structure key points:
One Strategy
Structure
Tools Processes
People
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Processes
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Create strategic clarity
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Simple guardrails – no handcuffs
Is it cool?Is it something no other brand would do?Will people talk about it?
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Faster decision making cycles
QuarterlyIn-Store Displays
MonthlyTV Buying
DailyFacebook
Status
HourlyTwitter Replies
Real Time
Football App
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Shorten approval times
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Push decision making rights down
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Be ready to help
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Befriend legal
Google Confidential and Proprietary
1.Simple guardrails2.Push decision making rights
down3.Shorten approval times
Process key points:
One Strategy
Structure
Tools Process
People
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Tools
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Create infrastructure
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Increase communication
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Unleash best practices
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Activate employees as ambassadors
Google Confidential and Proprietary
People
Structure
Tools Processes
One Strategy
Activate employees as ambassadors
Google Confidential and Proprietary
1.Hard code collaboration2.Communication,
Communication3.Employees as brand
ambassadors
Tools key points:
One Strategy
Structure
Processes
People
Tools
Google Confidential and Proprietary
What can you do tomorrow?
Google Confidential and Proprietary
1. Hire different people
Google Confidential and Proprietary
2. Create roles you can’t pronounce
Google Confidential and Proprietary
3. Boost your training program across all levels
Google Confidential and Proprietary
4. Lead by example
© MBVermeer
Senior management understands social and d...30
50
7071
49
Over-performers RestSource: Agency2020 data
Google Confidential and Proprietary
5. Think holistic
One Strategy
© MBVermeer
People
Structure
Tools Processes
Google Confidential and Proprietary
marc@mbvermeer.com@mbvermeer
Thank You
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