the growth drivers: the definitive guide to transforming marketing capabilities - summary

© Andy Bird & Mhairi McEwan 2011 1

By Andy Bird & Mhairi McEwan © Copyright Materials 2011Publishers ‘Wiley’ – Written Permission

Required for Reproduction

The Definitive Guide to Transforming

Marketing Capabilities

TheGrowth Drivers

© Andy Bird & Mhairi McEwan 2011

• The challenge of how to drive sustainable, profitable growth is facing businesses across the world

• The Growth Drivers: The Definitive Guide to Transforming Capabilities is a new book written by Andy Bird and Mhairi McEwan which explores the critical role that marketing and marketers play in creating the customer value needed to drive demand-led growth

• It is designed to be ‘the definitive guide’ to transforming organisational marketing capabilities

• Andy Bird and Mhairi McEwan are the Co-Founders of Brand Learning, the global experts in transforming marketing capabilities. They also have extensive senior level international marketing experience with Unilever /PepsiCo.

An Introduction to The Growth Drivers


The Core Proposition of The Growth Drivers

The world is changing fast:

• Technological advances, growth in ‘people power’, urgency of sustainability, shift in economic power to emerging markets....

Organisations everywhere are facing a significant growth challenge:

• How to deliver shareholder value by driving sustainable, profitable growth

To succeed, they have to get better at marketing:

• Generating demand-led growth by creating better value for customers

Marketers have a unique role to play:

• Creating better value by building salient brands and innovative propositions that people find relevant, appealing and distinctive

Building marketing capabilities is therefore a key strategic priority:

• Transforming the abilities of people, teams and organisations to manage the marketing activities needed to drive growth - in practice


The Growth Drivers explains the role of three key, inter-related drivers of demand-led growth


The Growth Drivers features a wide range of case studies and interviews with senior marketing and business leaders


In driving growth, costs can only be cut so far...

…sooner or later organisations haveto create shareholder value by

creating better value for customers

to stimulate demand-led growth.


Marketers have a vital role in driving growth

marketing with a small ‘m’

The role of the whole organisation:

‘To create better value for customers, to drive sustainable, profitable, demand-led growth’

Marketing with a big ‘M’The role of the Marketing function:

‘To create better value for customers, ... by building salient brands and innovative propositions that people find relevant, appealing and distinctive... to drive sustainable, profitable, demand-led growth’


World-class Marketing is about creating value for customers, not just about communication

People don’t understand what marketing is and they marginalise it into this one box –communications – which is only one of the component parts. Focusing only on communications is like trying to ice a cake when you should be trying to bake a good cake in the first place

Amanda MackenzieChief Marketing Officer


The role of Marketers needs to be more clearly defined

The Growth Propeller

The core marketing capabilities needed to drive growth are:


But Marketers face many complex challenges in their role

Operational pressures

Digital pressures

Economic pressures

Capability pressures

Globalisation pressures


Building marketing capabilities is therefore a key strategic priority

We live in an environment that is changing hugely. Competition is continuously more challenging, the fusion of media and technology is transforming the relationships between brands and consumers, and there is a need for brands to possess a social integrity beyond their economic intent.

So it is critical, if we are to continue to deliver results and win in our categories that we build up stronger specialist marketing capabilities across the organisation.

Mark BaynesGlobal Chief Marketing Officer


Many companies fall into the ‘training trap’, focusing on fragmented skill-building programmes


A more holistic approach is needed, incorporating all the core drivers of capability defined in The Brand Learning Wheel TM.


With a strategic approach to building capabilities

Define StrategyThe definition of marketing capability development needs and the creation of an aligned Marketing Capability Strategy & Plan

Develop SolutionsThe development of the required programme content and building blocks across all the key drivers of marketing capability

Drive EmbeddingThe inspiring execution of a blend of activities to embed changes in the attitudes, marketing skills and behaviours of people, teams and organisations


Two Golden Rules

1. Marketing leaders must lead marketing capability development

2. Marketing capability development must be planned strategically

Define Strategy: Key Principles

• Only 15% of companies fully integrate marketing capability strategy with business strategy

• Marketing capability development is “embedded within Marketing” in just 22% of organisations

• The marketing capability agenda is led by the CMO in less than 50% of companies, and in 30% there is no clear leadership at all

Mhairi

Add source for data - CIM?


Develop Solutions: Key Principles

• Common processes, tools and language are vital to establish as effective ‘way of marketing’ in an organisation

• Targeted skill building should be planned in the context of strategic business priorities

• An aligned organisation must be created, with roles and responsibilities clearly defined cross-functionally and within the Marketing function

• Marketing principles and practices should be used to recruit a talented team, both in Marketing and across the company as a whole

• Marketing’s role is to provide the leadership and energy required to create a customer-focused organisation and culture


Drive Embedding: Key Principles

Building marketing capabilities is like marketing itself:both involve changing people’s behaviour to drive business performance

2. Segment the Marketing Community

3. Engage Senior Management Advocates

4. Focus Content on Learner Needs

5. Use an Integrated Blend of Learning Channels

6. Create Involving Learning Experiences

1. Create an Inspiring, Aligned Vision

7. Establish Incentives, Systems & Rewards

The Embedding Arrow helps explain how to apply marketing principles to capability development


Marketing capabilities must be measured based on their impact in driving growth

The measurement of ‘marketing capabilities’ is closely linked to the measurement of ‘marketing’ itself

• The Brand Learning Wheel provides a useful framework for capability specific metrics

• Brand Learning Radar provides a great online quantitative tool to assess, track and benchmark marketing capabilities

• The Four Level Measurement Framework, based on Kirkpatrick’s learning measurement model, is useful in measuring process/skill development programmes

Level 1 Attitude

Objectives

Relate to the way people think and feel

Level 2 Knowledge/Skill

ObjectivesRelate to the

knowledge and skills people have to do

their jobs effectively

Level 3 Behaviour Objectives

Relate to the way people work, behave

and perform in practice

Level 4 Business Objectives

Relate to the commercial

performance of the business


Five Star Marketing leaders are needed that possess important behavioural characteristics

“Who” Marketers are being as people (i.e. their behaviour) is just as importantto their impact as “What” they are doing technically (i.e. their skills).

Restless customer obsession

Bold and inspiring vision

HumilityHonesty

Attention todetail

‘Five Star Marketing Leaders’


There are five key building blocks involved in mobilising resources to build marketing capabilities

1. Establish clear leadership and governance

2. Define the role of the Marketing Capability Team

3. Build a specialist Team of respected Marketing and HR executives

4. Engage and align with operational teams

5. Set up resources to drive embedding


Now is the time for Marketers to step up and embrace their role as Growth Drivers

• We live in a world of astounding change• The organisations that win will be those that

stick closest to the people who ultimately determine their future - their customers

• There’s never been a more challenging time to be a marketer, but neither has their been a more exciting time

• By building marketing capabilities, organisations can create the engine to drive better marketing performance, which will in turn drive growth


Some of the Testimonials for The Growth Drivers

A provocative, insightful book that drives deep into the Marketing function…

Sir Roy Gardner, Chairman, Compass Group

A must-read for all those interested in taking their marketing and business performance to the highest level…

Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business

An excellent, accessible guide to the crucial role that strategic marketing plays in driving business growth…

Keith Weed Chief Marketing Officer, Unilever

Easy to read and well worth the effort... Jill McDonald, UK Chief Executive and President Northern Europe Division McDonalds


The Growth Drivers Video

To watch the video click here.

http://youtu.be/WTRHrOuvBCo




This presentation/document contains the copyright work of Andy Bird & Mhairi McEwan and of The Brand Learning Partners Ltd . It also contains trade marks which are the property of The Brand Learning Partners Ltd (including, without limitation, Brand Learning ®, the Brand Learning Logo® device and the “Brand Learning Wheel™” (the “Marks”).) No rights, of ownership or otherwise, are hereby granted in or to the Marks; which may not be used or reproduced without the prior written consent of The Brand Learning Partners Limited.

This presentation/document also contains materials, such as illustrations, photographs and trade marks, owned by Andy Bird & Mhairi McEwan and by other third parties (“Third Party Materials”) and which are subject to restrictions and other conditions on use. You are required to obtain the consent of Andy Bird & Mhairi McEwan via their publishers – Wiley – and of the relevant third party to any reproduction or other use of the Third Party Materials and nothing in this presentation grants or implies any grant of any such rights on the part of Andy Bird & Mhairi McEwan or of The Brand Learning Partners Ltd.

© Andy Bird & Mhairi McEwan, 2011.

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Global Experts in Transforming Marketing Capabilities

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