32. 38
33
45
42
30
35
40
45
50
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
Underperform
Overperform
Big Insights
Purposeful Positioning
Total Experience
33. Purposeful Positioning
Big Insights
Purposeful Positioning
Total Experience
6
73
0
10
20
30
40
50
60
70
80
I believe that brands with a clear societal purpose will drive
more business growth
Disagree Agree
38. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q9 Market share Q11 Lead
generation
Q13 Marketing
efficiency
Q14 Net promoter
score
Q15 Consumer
engagement
Q16 Revenue
growth
Q17 Marketing
return on
investment
Q18 Brand health
Impact of having a societally purposeful brand (Q3602)
on marketing KPIs (current performance versus competition)
With purpose Without purpose
38
Purpose drives business growth
Advantages to be achieved
41. Nike’s share of experience
0
1
2
3
4
5
6
7
8
9
10
Price of
shoe and
system
Heart rate
monitoring
Running
computer
Quality
of shoe
Brand
image, self-
identification
Tracking
runs
Motivation
to run
Integrating
music and
running
Participating
in social
network
Emotional
association
with running
experience
QualityofExperience
Key Elements of the Customer’s Experience
Nike Experience Curves
Perspective of the RunnerHigh
Low
41
54. Engage internally
72
43
47
84
60
63
40
50
60
70
80
90
I am proud of my brand’s purpose 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
Under Perform Overperform
Big Insights
PurposefulPositioning
Total Experience
54
59. 49%
59%
Underperformer Overperformer
“Local marketing
understands the
global strategy”
“It’s clear what the
strategy is for the brand
I’m working on”
59
56%
70%
Underperformer Overperformer
Understanding the strategy
Big Insights
PurposefulPositioning
Total Experience
60. ‚I support the global strategy of the brand I am working
for - % AGREE‛
EVP VP/MD Manager Other
Global 83% 80% 83% 82%
Regional 72% 74% 75% 73%
Local 66% 64% 63% 56%
Big Insights
PurposefulPositioning
Total Experience
Communicate, Communicate …
62. Founder — Chief Experience Officer
Big Insights
PurposefulPositioning
Total Experience
63. Collaborating more closely with IT, Finance and HR
% Always
18
14
3029
26
40
10
15
20
25
30
35
40
45
50
Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance
Under Perform Overperform
71. More agencies
% that works with more than 5 agencies
33
53
20
25
30
35
40
45
50
55
60
# agencies
Under Perform Overperform
Big Insights
PurposefulPositioning
Total Experience
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?