【课件】市场营销人才管理路径及方法(英文)-72页

Marketing Investment
Geography Mix
Product Mix
Segment Mix
Marketing Mix
Media
Channel Mix
Advertising Print Radio Online Outdoor Direct Mail Online In/Outbound Call Centre On-premise Mobile Mail Billing
No Growth (12%) Decrease (2%) No reply 100%
% of respondents
The growth in product / service proliferation is largely due to …
Line extensions to existing offerings Improvements to existing offerings Entering new product / service categories (42%) (38%) (24%) New product / service innovations Entering new geographies with existing offerings (18%) (17%)
*பைடு நூலகம்
Source: Unravelling complexity in products and services; Wharton University of Pennsylvania; N=424
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Globalisation & Technology are also increasing complexity
* Source: Spencer Stuart executive search; **Source: Analysis of Russell 3000 Index; May 2003 *** Source: Advertising Age Global Marketing Report – 2005
0% 5% 10% 15% 20% 25% 30% Percentage of respondents 35% 40% 45%
5
Product / service proliferation is increasing complexity for Marketing
By how much has the number of products/services offered by your organization grown in the last five years?
• To contribute to this deck, please contact Simon Brown.
2
Agenda
• Why is Marketing Talent Management Important? • Marketing Academy Design and Development • Appendix:
and increase Operational Efficiency
Call for greater ROI / accountability on marketing spend Trend to closely link Marketing to partners in the organization, e.g. Finance and Sales Adopt new ways of marketing:
$$$
Telco Example: 1996 2006 2016 Countries Products 12 18 30 35 73 72
Price Direct Promotions Distribution Sales Force
Investment Segments Combinations 10 2160 23 24150 49 257544
• While this deck is not meant to be presented in its entirety to a client, you may use this information in creating your proposal or client presentation. Specific client examples and project documents cannot be shared with a client.
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Main Complexities for a Marketing Function
• CMO’s must deliver growth … fast in an increasingly complex environment
– – – – • … – – – Globalization: Driving competition and changing market economics Rapid Innovation: Reducing sustainable competitive advantage Product Proliferation: Increasing complexity and commoditization Planning and Execution Deficiencies: Reducing growth strategy market impact
1.9
Accelerated organic growth is essential
58%
The proportion of US stock market value based on investor expectations of future growth**
The median marketing spend for a Global 100 company is $0.6 billion***
Introduction
• The Marketing Talent Management Team has developed this presentation to provide a general introduction to Marketing Talent Management and a methodology to assist in designing and delivering marketing competency management and/or marketing academy projects. • This presentation offers a set of methods including a number of templates and proven project examples teams may leverage in project planning and delivery.
23%
100%
Growth Range of Products/Services
80% 60% 40% 20% 0% 0% 20% 40%
16% 25%
19%
… 23% of organizations said the number of products / services they offered more than doubled in the last five years. 60% 80%
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On the road to High Performance Marketing
• Shift from branding / advertising focus to more direct account management • New Media
• CMO priorities focus on growth and innovation:
Revenue growth Customer acquisition/retention/satisfaction Innovation Align Marketing with Business Strategy Drive new product development
• Customer-centric Marketing: – Drive growth by generating a consistent branded-customer experience across new and existing target customer touch-points • Marketing Proposition: – Drive growth by pinpointing the new market, product and services propositions required to win new customers and develop new market spaces • Marketing Operational Excellence: – Accelerate the flawless delivery of strategic growth initiatives – Create – or gain access to – world-class Marketing operations capabilities – Manage delivery of strategy consistently across multiple geographies
本资料选自国内最具含金量，最全面的《人力资源顶级方法与实操大全-2012最新典藏版》 官方唯一指定购买咨询QQ：5144 57731（长期在线）全国货到付款，免邮费
Marketing Talent Management Marketing Competency Framework and Academy Approach
– – Supporting Documents Client Experiences
3
CMOs are under pressure to deliver growth … fast The average CMO tenure in years at the top 100 branded companies*; 53% have been in post for under 12 months
• For assistance with a client opportunity or more information, please contact one of the contacts of the Marketing Talent Management Team:
– – – Patrick Mosher, Global Sales & Marketing Talent Management Executive Director (patrick.mosher@) Marianne Seiler, Global CRM Marketing Operations Lead (marianne.seiler@) Simon Brown, EALA Sales & Marketing Talent Management Lead (simon.brown@)
Exponential increase in complexity
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Driving accelerated growth with Marketing Transformation
Marketing Transformation helps CMOs to plan and accelerate the delivery of superior strategies for organic growth through: