lunch session 3
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TRANSCRIPT
Lunch Session Stephane Vermeiren - Rabobank
Caroline Vervaeke
Presentation1
The 3 main services of The House of Marketing
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To bridge Capacity & Competence
gaps
To tackle strategic marketing challenges
To develop, counsel & train
marketers on the job
Temporary Marketing Support
Marketing ConsultancyMarketing Talent
Development
NEW !
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2013: The marketer lacks faith, belief and confidenceWill he be more optimistic in 2014?
#yms2012
2005 2006 2007 2008 2009 2010 2011 2012 2013
-30
-25
-20
-15
-10
-5
0
5
10
15
20
4
13
15
12
2
-1
15
-5 -5-3
-2
1
-3
-24
-15
1
-20
-17
MCI CI (data from Feb/13)
MCI compared to the Consumer Confidence index
Mar/13
Mar/13
Sept: -6
Mar/13: -24
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THoM’s belief: Marketers must become more FACTS
Presentation1
More strategic focus, aiming for more relevance and simplicity
More agility and customer centricity in the organization
More creativity in their marketing approach and innovation
More tangibility without losing faith in intuition
More sustainable reflections
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• Build consistent & relevant brand equities
• Define customer segment(s) • Check customers' needs & insights
• React fast to changes • Adapt fast to new expectations• Define efficient marketing
processes • Define unique value propositions • Make everyone contribute to brand marketing• Innovation that reaches new
customers/markets• Stimulate creativity when dealing with
turbulent times• Analytical skills • Make strategic analysis of the
market • Define KPI’s and improvement
plans • Demonstrate Pragmatism • Analyze competition objectively• Appreciate impact of sustainable
decisions• Combine sustainable performance • Raise awareness of sustainability across
company
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45 CEO’s gave their opinion about the performance and responsibilities of
marketers, linked to our FACTS vision
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-2 -1.5 -1 -0.5 0 0.5 1 1.5 2
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
511
17 4
6
10
16
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Importance
Performance
Focus
Agility
Creativity
Tangibility
Sustainability
Presentation1 9-0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.20
0.2
0.4
0.6
0.8
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1.2
5
11
17
4
6
10
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CEO's
Mar-keters
Importance of Marketing responsibilities
Focus
Agility
Creativity
Tangibility
Sustainability
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Performance of Marketers
-1 -0.5 0 0.5 1 1.5
-0.6
-0.5
-0.4
-0.3
-0.2
-0.1
0
0.1
5
11
174
6
10
16
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CEO's
marketers
Focus
Agility
Creativity
Tangibility
Sustainability
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Marketers see marketing responsibilities as slightly more important than CEO’s do ...
but they are even more severe on their own performance than CEO’s are
Presentation1
The CEO values segmentation and market analysis, but not more than thatMarketing seems to be a short term responsibility where pragmatism is expectedMarketing looks more and better at the past than to the futureMarketing is not in the lead for innovationMarketing is not convincing in building a consistent brandAnd marketing is not expected to put sustainability on the agenda
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DOES MARKETING FAIL?
Presentation1
CEO’s are looking for equilibrists to tackle the marketing challenges
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0% 10% 20% 30% 40% 50% 60%0%
10%
20%
30%
40%
50%
60%
Intuition
Analytical skills
Communication skills
Empathy
Creative skills
See the bigger picture
Sense for business
Conviction power
Guts
Humility
Passion for marketing
Discipline
Make experts work together
Personality traits to adress challenges
CEO's
Mark
ete
rs
Yearly marketing survey 2013
Presentation1
CEO’s are looking for equilibrists to tackle the marketing challenges
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Generalist Curious about specialization
Creative
Discipline
Hard skills
Humility
Passionate about Marketing
Analytical
Guts
Soft skills
Conviction
Business driven
Presentation1
For more information
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Caroline VervaekeMobile: +32 (0) 475 96 16 96
E-Mail: [email protected]
The House of MarketingKardinaal Mercierplein, 2
B-2800 MechelenBelgium
www.thehouseofmarketing.be
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