MMM CEO

67 %
33 %
Information about MMM CEO
News-Reports

Published on April 18, 2008

Author: Lassie

Source: authorstream.com

Making Marketing Matter To Your CEO:  Making Marketing Matter To Your CEO Virtual Seminar March 23, 2004 Roy Young, Principal Making Marketing Matter Jerry Noonan, VP Spencer Stuart “There are two types of CEOs: Those who know that they don’t understand marketing and those who don’t know that they don’t understand marketing.” Philip Kotler Marketing Insights from A to Z, 2003:  “There are two types of CEOs: Those who know that they don’t understand marketing and those who don’t know that they don’t understand marketing.” Philip Kotler Marketing Insights from A to Z, 2003 Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 CEO Challenges :  CEO Challenges Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Marketplace Downward Pressure On Prices 48% Changes in Competition 43% Industry Consolidation 41% Changing Technology 25% Shortages of Key Skills 23% Source: “The CEO Challenge: Top Marketplace and Management Issues,” The Conference Board and Heidrick & Struggles, 1999 Management Customer Loyalty 41% Managing Mergers, Acquisitions, Alliances 30% Reducing Costs 30% Engaging Employees 29% Flexibility and Speed 26% C-E-O Marketing Education:  C-E-O Marketing Education Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 C = Customers + Competition E = Effectiveness O = Organization Think of Marketing as a Brand All Brands Require 3 Dimensions of Value: Unique Value Relevant Value Sustainable Value :  Think of Marketing as a Brand All Brands Require 3 Dimensions of Value: Unique Value Relevant Value Sustainable Value Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 How can we build the Marketing brand as Unique, Relevant and Sustainable value for our organization? Build the Marketing Brand 1. Unique Value = Customers + Competition 2. Relevant Value = Effectiveness 3. Sustainable Value = Organization :  Build the Marketing Brand 1. Unique Value = Customers + Competition 2. Relevant Value = Effectiveness 3. Sustainable Value = Organization Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 “C” is for understanding Customers and Competition :  “C” is for understanding Customers and Competition Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 The Difference Between Success and Failure Successes Failures Dell DEC Ebay E-Toys IBM AT&T BMW GM GE Levi’s Fear of Failure is a Powerful Motivator :  Fear of Failure is a Powerful Motivator Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 “E” is for Effectiveness (producing results):  “E” is for Effectiveness (producing results) Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Definition of Marketing for the CEO: MARKETING is the process of creating and harvesting inward cash flow by solving customers’ problems profitably. Demonstrating Effectiveness Requires: 1. Marketing “Upstream”: Identifying Sources of Money 2. Marketing “Downstream”: Making Money 3. Marketing Metrics: Evaluating Effectiveness:  Demonstrating Effectiveness Requires: 1. Marketing “Upstream”: Identifying Sources of Money 2. Marketing “Downstream”: Making Money 3. Marketing Metrics: Evaluating Effectiveness Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Marketing “Upstream”: Identifying Sources of Money:  Marketing “Upstream”: Identifying Sources of Money Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Decisions which play a critical role in the financial performance of our organization: Who to sell to? What to sell? At what price? How much can we sell? Why will customers buy from us? What can we sell next year? To whom? How will we make money? How much will we sell? How can we sell more next year? How can we improve customer loyalty? What new customers can we attract? How? Marketing “Downstream”: Make Money :  Marketing “Downstream”: Make Money Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Change CEO’s Perception of Marketing as “Inputs” (expenses) to “Outputs” (profits) Keep Up With Changes in the Marketplace Act on our Knowledge Act as Entrepreneurs How Does Your Organization Make Money?:  How Does Your Organization Make Money? Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 *Just 8 of 23 examples in The Art of Profitability, Adrian Slywotzky, Warner Books, 2002 Four Functions: :  Four Functions: Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Marketing Metrics for Evaluating Effectiveness Provide information about current and future sources of money Guide resource allocation Document results Establish credibility and accountability for Marketing Metrics Most Widely Used* :  Metrics Most Widely Used* Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Marketing Metric % of Firms Reporting to Board (N=697) Market Share 79 Perceived product/service quality 77 Customer loyalty/retention 64 Customer/segment profitability 64 Relative price 63 Actual/potential customer/segment lifetime value 40 Source: Study for the Marketing Science Institute, 2003. *Among CMOs and VPs of for-profit businesses in U.S., Japan, Germany, U.K. and France spending $1 million or more on advertising Metrics of Effectiveness Tied to Business Strategy :  Metrics of Effectiveness Tied to Business Strategy Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Examples: HP: Total Customer Experience Disney: Share of Vacation Dollar Andersen: Share of Dollars in Adjacent Markets Payless: Grow Customer Base 3M: Share of Sales from New Products Amex: New Products and New Segments GE: New Services to Existing Customers SRP: Customer Loyalty Indicators “O” = Organization (Work with Other Major Functions) :  “O” = Organization (Work with Other Major Functions) Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Internal Customers Needs Meeting the Needs of Internal Customers: Finance :  Meeting the Needs of Internal Customers: Finance Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Forecasting Revenue Pricing Budgets Measuring Performance Financial Value Added (E.g., Customer Equity, Brand Equity, Price/Earnings Ratio, Future Earnings) Meeting the Needs of Internal Customers: Sales:  Meeting the Needs of Internal Customers: Sales Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 Communications and Lead Generation Customer Retention and Cross-Sell Strategies Product Development and Positioning Target Market Definition Top Management Oversight Slide20:  Making Marketing Matter to Your CEO Virtual Seminar, March 23, 2004 roy@makingmarketingmatter.com www.makingmarketingmatter.com Make Marketing Matter to Your CEO By Building the Marketing Brand Inside Your Organization

Add a comment

Related presentations

Related pages

Meet Our Our CEO - mmm-pr.com

Chief Executive Officer . Dr. Richard Shinto has over 20 years of experience in healthcare. In addition, he has worked in different hospitals in the state ...
Read more

3M Global Gateway

Go to 3M Global Gateway Navigation; Go to Page Content; Go to Search; Go to Contact Information; Menu. Help
Read more

BTCC CEO Bobby Lee Warns Bitcoin Investors about MMM Ponzi ...

BTCC CEO Bobby Lee has publicly warned about companies such as MMM operating possible ponzi schemes using bitcoin. Certain organization such as MMM Global ...
Read more

Veton Kuleta - CEO - mmm | XING

XING ist Deutschlands größtes berufliches Netzwerk: Mit XING finden Sie Ihren Traumjob, knüpfen wertvolle Kontakte, tauschen Wissen aus – und haben ...
Read more

Inge G. Thulin Elected 3M President and CEO; Succeeds Sir ...

ST. PAUL, Minn.--(BUSINESS WIRE)--3M (NYSE: MMM) announced today that Inge G. Thulin is elected president and CEO, effective Feb. 24. He ...
Read more

MMM Holdings, Inc.: CEO and Executives - Businessweek

Get to know MMM Holdings, Inc. CEO & other corporate executives. Learn about the Board of Directors, Executive Committees and CEO compensation ...
Read more

3M's (MMM) CEO Inge Thulin on Q1 2016 Results - Earnings ...

3M Company (MMM) Q1 2016 Earnings Conference Call. April 26, 2016 09:00 ET. Executives. Bruce Jermeland - Director, Investor Relations. Inge Thulin ...
Read more

MMM Münchener Medizin Mechanik GmbH: CEO and Executives ...

Get to know MMM Münchener Medizin Mechanik GmbH CEO & other corporate executives. Learn about the Board of Directors, Executive Committees and CEO ...
Read more

Home | MMM Group

MMM Group Enriching the quality of people's lives. ... Click here to hear why our team members love working at MMM. Follow us on. Home; News; Careers ...
Read more

MMM Stock Quote - 3M Co. Stock Price Today (MMM:NYSE ...

Updated stock quote for mmm - including mmm stock price today, earnings and estimates, stock charts, news, futures and other investing data.
Read more