Driving performance globally ag w notes

Driving Performance Globally

Annalisa GiganteKey note, CMO ConferenceZurich, 30 September 2010

Index• Essential• Universal• Transferable• Measurable• Targeted• Tips and Tricks• The CMOs agenda

Annalisa Gigante, Driving Performance Globally, 2010

EssentialsMy background:• Executive Committee, CMO, Board Member• 20 years international management• Experience in Primary (Agriculture), Secondary (Life

Sciences), Tertiary (HR Services) Industries• B2B and B2C

Different roles and Industries help to identify what is universal, transferable, measurable, targeted... in

other words: what is essential

Focussing on growth means looking at 3 key areas: top line, margins, market capitalisation


Source: photos matchingfoodandwine.com, Chanel 4

Different ways to be successful:• Heston Blumenthal is highly technical, precise and uses a myriad of ingredients and techniques• Jamie Oliver simplifies to the core

This presentation is about simplifying to the core


Universal

Source: graphic IVC Media Ltd.

ConceptsSystemsProcesses


When you have a global role, it’s critical to understand:• Which elements in your company can be transferred in different geographies• Which ones need to be adapted

Drill-down!• Same concept, different manifestation• Same impression, different meaning• Macro vs. micro metrics

Source: photo fredericpatenaude.com Annalisa Gigante, Driving Performance Globally, 2010

Don’t stop at the surface!

Different cultures will interpret things differently e.g. colours

Transferable…• Value Chain

analysis

• Innovation stage-gate process

• Consumer insights

• Pricing

Source: graphics logisticsviewpoints.com, ebrandity.com Annalisa Gigante, Driving Performance Globally, 2010

These are the 7 management techniques that I have found the most valuable, and can ‘travel’ well in different geographies and different industries

…Transferable• Customer

experience, simplification

• Net Promoter Score

• Six Sigma

• what would you add here?

Source: graphics callcenterhelper.com, Bain & Company, equinox-consulting.com, ct-yankee.com Annalisa Gigante, Driving Performance Globally, 2010

Measurable• Direct metrics:– Sales– Margins– Market

Capitalisation• Derived metrics:– Impressions– Traffic– …

• Marketing expenditure analysis

• Developing metrics: - intangible asset valuation

• Ex-post vs. ex-ante- Past performance- Visibility

• Predicting trends

Source: photo cookinglight.com Annalisa Gigante, Driving Performance Globally, 2010

Measurement is key!Have different metrics available to show different views of the business.Make sure you have a balance of back-ward looking and forward - looking data

Example:

operatingincome

number ofcustomers

operatingincome percustomer

newcustomers

existingcustomers

sales percustomer

costs percustomer

Metrics Marketing actions

Increase Customer loyalty

Attract new customers

price

volume

production

design

Manage discounts

Distribution Product

EfficiencyAnnalisa Gigante, Driving Performance Globally, 2010

Make sure your metrics and output oriented.What do you want to achieve?

Targeted• Who is the customer?• What moves them to action?• Which trends impact them?• How clear is this to all the

organisation?

Source: photo freecoupons.com Annalisa Gigante, Driving Performance Globally, 2010

Tips & tricks to drive performance globally• Travel– Experience the market and customers– Solve problems– Develop teams

• Focus on team engagement• Beware of possible misinterpretation– NPS Japan vs. Europe vs. Brazil

• Don’t underestimate the importance of intangible assets– Brand valuation & Market Capitalisation

• Accounting rules, Insurance

Source: photo makingfriends.com Annalisa Gigante, Driving Performance Globally, 2010

Driving Performance Globally:The CMO’s agenda

• Put customers first: find out what is universal or specific

• Analysis & metrics• Change Management• Innovation• Influence• Team development

Source: photo dianastephens.blogspot.com Annalisa Gigante, Driving Performance Globally, 2010

Driving performance globally ag w notes

Business

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