Changing The Marketing Game (10 06 2011)V5

Brand promises + brand actions = brand value $

Mitchell Mackey

mitchell_mackey@hotmail.com+61 402 790 723

Agenda

The opportunityThe solutionThe integration imperativeMetrics and goals

Brand promises must be matched by brand action

You cannot consistently

frustrate your customers & keep

their business

Too many sales teams are forced to be hunter killers

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

Lead gap

Complexity reigns in today’s sales & marketing funnel

Agenda

In a commoditized world, brand experience is the differentiator

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

that consistently builds profitable loyalty

Embracing the future means we must integrate our silos

Brand promise + brand action

TV Print&

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

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

Agenda

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

Join the people, processes and technology dots

Process

People

1) Process engineering

2) Digitization

3) User engagement

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

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

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

mitchell_mackey@hotmail.com+61 402 790 723 25

Joining the dots unlocks value

RetailSocial media

Contact Centre

Internet presence

Brand advocates

HQAfter sales

Customer

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

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

Engage consumers early in product & service innovation

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

CollaborativePersonal

ReciprocalCustomized

Agenda

Invert the organization's traditional pyramid

The customer

Radical management:dynamic linking

OpenSocial

MobileSelf organising

Real-time reporting & analytics fuelling data-driven decisions

The key question

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

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

% Promoters

% Detractors

Extremelylikely

Extremelyunlikely

35Source: Bain & Company

Track the economic impact

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

The audacious goal

Thank you

Changing The Marketing Game (10 06 2011)V5

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