changing the marketing game (10 06 2011)v5

Brand promises + brand actions = brand value $

Mitchell Mackey

[email protected]+61 402 790 723


Agenda

The opportunityThe solutionThe integration imperativeMetrics and goals

2


Brand promises must be matched by brand action

3


You cannot consistently

frustrate your customers & keep

their business


Too many sales teams are forced to be hunter killers

5


Process, culture & I.T. issues mean few leads are harvested

Lead gap

6


Complexity reigns in today’s sales & marketing funnel

7


Agenda


8


In a commoditized world, brand experience is the differentiator

Experience-based differentiation: A systematic approach to interacting with customers

that consistently builds profitable loyalty

9


Embracing the future means we must integrate our silos

10


Brand promise + brand action

TV Print&

radio

Shows&

events

Directmail

Email Web &socialmedia

Retail/Distri/butors

Callcentre

Supplychain

Sales Product

Communicate image Deliver value

Making promises

Keeping promises


Apple’s brand eco-system promises and delivers

Emotional productsHi-touch designEngaged staffCool softwareIntegrated marketingSexy retail spaceElegant packagingLeadership

12


From the funnel to the cycle


New school marketing


Marketing Sales

Filling the process gaps


Applying the key principles of cross-channel design

Face to face Phone Digital Mail

Choice: the customer decides

Consistency:Eliminate confusion

Continuity:Smooth handoffs

16


Agenda


17


The enabler: integration

Customer-first visionSales automation (CRM)Marketing automationData aggregationCross functional processesSales & marketing synchronizationRadical transparency


Our 3 Experience-Based Differentiation principles

19Source: Forrester Research


Who are our customers and what are their goals?

2) Theirgoals3) Helping them

accomplishthose goals

1) Ourcustomers,representedby personas

20


Join the people, processes and technology dots

Process

People

IT

1) Process engineering

2) Digitization

3) User engagement

21


“Customer centricity is great theory, but our I.T. is a mess”

22


Yesterday’s I.T. or today’s B.T.?

• Heterogeneous legacy systems

• Multiple data entry

• Cockroach legacy systems

• No real-time reports & analysis

• An integrated environment

• Enter data once

• Accountable marketing

• Real-time intelligence

23


Don’t pour any traditional “on-premise” I.T. concrete

24

[email protected]+61 402 790 723 25

Joining the dots unlocks value

RetailSocial media

Contact Centre

Internet presence

Brand advocates

HQAfter sales

Customer

CRM


Achieving business goals through customer goals

Business objectives Related customer goals

Increase conversion rate from 30% to 35%

Find relevant products & compare features

Reduce contact center calls by 10%

Understand product terms & conditions

Generate 5% more Website leads

Smooth web-to-contact centre transitions

Build brand loyalty Accomplish tasksquickly and easily

26


Innovating value


Opportunity Identification

Interface

Idea Co-Development

Concept Co-Development

Concept Test (feedback)

Iterations

Customer

Tomorrow

Opportunity Identification

Idea Development

Concept Test (feedback)

Concept Development

Customer

Interface

Today

Engage consumers early in product & service innovation

28


Marketing’s two-way street: conversations, not campaigns

CollaborativePersonal

29

ReciprocalCustomized


Agenda


30


Invert the organization's traditional pyramid

The customer

CEO


Radical management:dynamic linking

OpenSocial

MobileSelf organising


Real-time reporting & analytics fuelling data-driven decisions

33


The key question

“Would your recommend us to your family, friends and colleagues?”

Yes

No

X

34


Net Promoter Score is the best growth predictor: Bain & Co.

7-8

9-10

% Promoters

minus

% Detractors

Extremelylikely

Extremelyunlikely

0-6

35Source: Bain & Company


Track the economic impact


“Our ambition is to have 100% of our customers recommending us 100% of the time.”

37

The audacious goal


Thank you

changing the marketing game (10 06 2011)v5

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