The Bain article is very good read indeed.The full article and report as a PDF are available here
The results of the recently revealed 2013 survey show that the world’s top five management tools are:
- Strategic Planning
- Customer Relationship Management
- Employee Engagement Surveys
- Balanced Scorecard
The differences between market areas are clear, do to their differences in market growth and cultural differences. However, I have to say that I liked the Asian approach more than European or American. The Asian markets emphasize 1) CRM and 2) total quality management. They carve innovation out from customer needs and understanding and emphasize quality or products and services.
However I had to wonder about the ABSENSE of everything related to brand metrics and customer behavior change (eg. online analytics).
In all markets the number one corporate goal is to increase revenue. The sales figures are naturally an outcome of brand’s success, brand’s demand and channel conversion capacity. Still, the brand management as part of the management toolkit is totally missing.
In my opinion management systems are too concentrated on the internal reality and manage their operations and strategies inside out. In my work as a marketing architect and customer journey designer I have seen case after case, that the internal and CRM figures have generated blind spots and consequently create corporate autism. The only way to really do actionable strategic development in my opinion is upside down and outside in. You have to analyze customer journey as a whole: Customer Journey rules of engagement (behavioral dynamics), touch points and channels and align your own organisation with the customers behavior. Managing operations, partnerships, CRM and everything else should have a clear behavioral and customer experience impact generating rapid sales conversion results and long term brand and demand increase. In my opinion these are clearly CMO’s core responsibilities and the absence of these facts just underlines how desperately the management practices need to pay attention to marketing and CMO’s work.
What’s your opinion?
Author: Toni Keskinen, http://www.linkedin.com/in/tonikeskinen