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Marketing technology and Branding – free book

Originally published at http://chiefmartec.com/2014/03/new-brand-marketing-technology/

A NEW BRAND OF MARKETING – free book by Scott Brinker

A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline

Click to Download PDF: A New Brand of Marketing: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline

“The modern CMO and marketer can no longer be just a brand ambassador, they must also have a deep understanding of marketing technology. Scott Brinker helps the reader to understand how technology can be used for both successful marketing strategy and execution.”
Jonathan Becher, CMO, SAP

I’ve written a very short book, A NEW BRAND OF MARKETING, that’s free to download and share.

It frames the epic collaboration underway between marketers and technologists, set against the backdrop of two seismic shifts in marketing today:

First, how marketing is taking over the business. We can debate functions and org charts. But in a hyper-connected digital world, everything that a business does — the entire customer experience that it delivers, from the very first touchpoint onward — is now the scope of marketing.

Second, how technology is taking over marketing. Marketing has more software entwined in its mission today than any other profession in the history of computing. Leveraging these capabilities requires new approaches to marketing strategy and management — as well as new kinds of talents within the marketing team, such as marketing technologists.

These two massive shifts are the result of 7 “meta-trends” — each of which has dramatically changed the nature of marketing. And collectively, they have created a whole new brand of marketing:

  1. From traditional to digital
  2. From media silos to converged media
  3. From outbound to inbound
  4. From communications to experiences
  5. From art and copy to code and data
  6. From rigid plans to agile iterations
  7. From agencies to in-house marketing

At only 40-pages, this is probably the shortest marketing book you will ever read. But if you want to understand the context in which marketing has become a technology-powered discipline, I hope it may be one of the most helpful.

Download your free copy now.

Reviews of A NEW BRAND OF MARKETING

As modern marketers, we have to embrace technology in order to stay relevant. But how? In A New Brand of Marketing, Brinker dives into the shifting digital landscape and illustrates how businesses can transform their marketing to be more inbound, and ultimately more effective, with tech-driven strategies.”
Mike Volpe, CMO, HubSpot

“Scott Brinker nails it with his articulation of the 7 meta-trends that have fundamentally altered — as well as empowered — marketing. Technology now fuels the marketing discipline, where science and art come together to build a brand based upon customer experiences, where the interactions are more inbound than outbound and truly global in nature.
Amy D. Love, CMO, Appirio

“Scott has penned a veritable treatise on the subject of marketing in the digital age of digital. In this pithy work, Scott captures the key meta-trends that will define how all marketing is done in a world of technology enablement and customer empowerment. The punch line: read it.
Terence Kawaja, CEO, LUMA Partners

“The leading meta-trends transforming and growing business at the convergence of marketing and technology by Scott Brinker. This short story is a simplified illustration of modern marketing, disrupted and transformed by the growing evolution and impact of technology, the modern the face of marketing.”
Mayur Gupta, Global Head, Marketing Technology, Kimberly-Clark

A New Brand of Marketing articulates the why of marketing’s fundamental changes over the past 20 years better than any book or blog post I’ve ever read. Scott, in his succinct and thoughtful voice, showcases the how necessary to navigate to a healthy and successful marketing organization as only a thought leader and expert marketing leader such as himself can. A must read for every marketer.”
Jascha Kaykas-Wolff, CMO, Mindjet

With A New Brand of Marketing, Scott has put traditional agencies on notice. Clients are evolving faster than agencies and their organizational models. A New Breed of Agency is needed, with an operating system that has Scott’s meta trends at its kernel. Every marketer and marketing technologist should memorize this short read. Gold!
Sheldon Monteiro, CTO, SapientNitro

“Scott has provided a great overview of the trends that are driving the long-term changes in how marketers do their job and the role that technology plays. This book provides much-needed context to help marketers and marketing technologists build long-term strategies that will let them thrive regardless of what comes next. Better still, he does it in a clear, enjoyable writing style.”
David Raab, Principal, Raab Associates

“Scott has brilliantly framed the dimensions along which marketing has transformed — and where it is headed in the future. This should be required reading for everyone in the industry.”
Dharmesh Shah, CTO, HubSpot; Author, Inbound Marketing

“Anything is possible when marketing and technology collide. Brinker’s A New Brand of Marketing concisely captures the fundamental shifts driving the most transformative time in marketing history. Read it, share it, and use it to accelerate change within your organization.”
Paul Roetzer, CEO, PR 20/20; Author, The Marketing Agency Blueprint

One of the most important marketing books I’ve read in some time — short and concise, but intensely relevant for today’s marketers. This is a manifesto for math marketers out there, and perhaps a final warning and blueprint to those who haven’t yet are the transition (but will soon be extinct unless they do).”
Matt Heinz, President, Heinz Marketing

“When asked, ‘What’s your biggest challenge?’ — most marketing executives reply that it is staying on top of the constant and rapid change that shapes the current environment of marketing. While I don’t know of any book that can solve that problem, Scott Brinker’s new book superbly sets the conversation in which that challenge can be met head-on and managed.”
Ric Dragon, CEO, DragonSearch; Author, Social Marketology

“Scott has put together 7 extraordinarily insightful trends that every CMO and CIO need to understand. He calls marketing a ‘technology-powered discipline.’ And while I might rather call today’s technology a ‘marketing-powered discipline’ — Scott would forgive me for fighting for top billing. It’s just a wonderful, insightful, and just plain entertaining read. This is one that every marketer and the technology teams they work with should read together.”
Robert Rose, Chief Strategist, CMI; Author, Managing Content Marketing

“Scott Brinker does a great job articulating a compelling and exciting opportunity for today’s marketers. The 7 meta-trends that Scott breaks out are accurate, digestible, and actionable. I suggest all marketers move this onto their must read list!”
Sam Melnick, Research Analyst, CMO Advisory Practice, IDC

“I love this book. It brilliantly and simply explains some of the most important drivers underlying marketing today. Scott lays out the facts, using data to explain what’s happening in the world of business as it touches marketing and technology.”
Michael Krigsman, Strategy Advisor & Analyst, Host of CxOTalk

WARC Webinar Path to purchase Insight Keynote presentation

Here’s my WARC webinar presentation from 30th July 2014. Enjoy 🙂

Also check out:

  1. Managing brand – the most profound KPI’s and measures
  2. Customer Journey FLOW
  3. How to map and study Customer Journey
  4. Customer Journey stage 1: Brand as a platform
  5. Customer Journey stage 2: Initiation
  6. Customer Journey stag 3: Choosing and buying – cross-channel influence
  7. Marketing’s new and re-designed 7P’s

Megaphone model – An approach to influence an entire market

Screen Shot 2014-07-10 at 20.48.54

I’ve been involved in some cases that had to do with introducing something new to the market place and/or  required changes to legislation, public opinion and awareness. Such cases are about energy legislation, taxation, medical legislation, healthcare, vaccination programs, trade legislation, nuclear power plant permits, etc. In such a case I and Minna Ritoluoma (Marketing Architect at Toinen PHD) came up with an approach to communications and influence design that can act as a foundation for influence planning. I named the approach “The Megaphone model”. (Click to enlarge the picture)

Megaphone model_lobbying and public opinion influencing

The idea is to recognize and plan the shared vision and goal that other parties would share and be willing to support. Once you have the vision you can start designing the comms flow – what messages are relevant for the cause and who are the persons, parties or institutions that would be most capable of getting them thru to the over all public opinion and legal entities. These cases have to do with very long term market condition creation that often enable huge business potential. Let’s say that your goal would be to increase the natural gas demand in the market – it would be better for the cause that a car company offering cars that run with natural gas would start marketing their offering for the market than the gas provider to try to increase the natural gas demand on their own. The message makes more sense for consumers when the fuel and its practical use benefits along with pure energy claims are communicated simultaneously. On the B2B side, for example food production lines are major natural gas clients that act as enablers for gas line extensions or building a LNG terminal, which requires building permits and long-term investments that then again can be used for consumer distribution network creation. The energy as such isn’t interesting – the cars are, the lower cost warm water and heating is and the more efficient manufacturing is.

In some cases it’s also better that some neutral scientist to make the environmental claims instead of a brand with vested interests. On the other hand the legislation preparing entities and public opinion can and often should be influenced simultaneously for the positive outcomes, sometimes over a very long period of time. Such cases are about strategic Must Win Communications Battles that can be very expensive or impossible to win solo.. As some wise man once said something like this: “If you want to move fast, go alone. If you want to go far, take a team with you”. A company can act as a kind of orchestrator designing the market place and mastering communications via different public or behind the scenes players like lobbyists, but the company needs the shared vision and goals to fuel the megaphone model. Such synergy can also be approached with Symbiosis Strategy that I published about earlier

Let’s move to details that make or break the case: Influencer mapping (Click to enlarge the picture)

Megaphone model_influencer mapping and comms designThe keys to success can be found with influencer mapping. The map is three dimensional tool that has two axis a) legislation decision power b) public opinion influencing power and c) color coding for each actor > positive, undecided/neutral and negative towards the shared vision and goals. This map is a fantastic tool for creation of the plan further and design influence patterns > who’s listening who, what goals do they have, who’s influenced by public opinion, who’s in alliance with who etc. Each actor should be thoroughly researched in order to master the communications scheduling, actors and routing for the messaging. Like most things, the whole model is about doing the hard work and being smart. Advertising can be a very powerful tool but it’s rarely the only solution – these cases are about market creation and foundations for a completely new ecosystems. When the opportunities present themselves, make sure you are ready to make most of them.. or contact me 🙂 Nothing is as fun and rewarding, as challenging the existing status quo and re-writing the rules in a certain market place!

Every now and then new major opportunities become possible. I hope these tools help you to make most of them. I would love to get your feedback for this approach and possible experiences you have had about this kind of cases!

Check out these articles too:

The SYMBIOSIS STRATEGY – Creating an ultimate value propositionMarketing’s new and re-designed 7P’s
Managing Brand – The most profound KPI’s and measures /

About Author

Toni Keskinen ,Chief Editor for Future CMO Movement (http://futurecmo.org)
Toni.keskinen(at)futurecmo.org

http://www.linkedin.com/in/tonikeskinen

How to motivate your employees to use analytic insights

ARTICLE BY DR. KOEN POWELSHow to motivate your employees to use analytic insights

Marketing measurement, accountability, analytics and dashboards are priorities in the toolkit of the successful Chief Marketing Officer. The pressure from the top is strong: prove your marketing is working, give us higher profits with lower budgets, show us the opportunities for profitable growth. Many companies have developed marketing analytic dashboards to help attain these goals, and are getting on average 8% more Return on Assets as a result (21% in highly competitive industries). A marketing analytic dashboard is a concise set of interconnected performance drivers to be viewed in common throughout the organization; for examples and case studies please see www.notsizedata.com.

A key challenge is how to motivate employees to actually use these analytic insights to improve decision making. Resistance to measurement and data-driven insights is widespread – not just among creative content generators who fear it will hamper their freedom (see http://analyticdashboards.wordpress.com/2014/03/13/help-your-creative-cats-bring-home-the-bacon-whos-afraid-of-accountability/’). Having lived through analytics & dashboards projects across 3 continents, I’d like to share tips on how to get employees on board.

My top ten list:

  1. Communicate the purpose and usefulness of a dashboard for the organization;
  2. Explain the role of an employee in the project and his/her impact on overall performance;
  3. Emphasize benefits of the dashboard application for an employee, e.g. ability to track, adjust, manage and consequently improve personal performance;
  4. Encourage a dashboard trial;
  5. Invite employee feedback and demonstrate that it is valued by adjusting the dashboard if possible;
  6. Inject a culture of accountability and facilitate a conscious choice of an employee to use a dashboard and other performance measurement tools, e.g. develop performance related incentive scheme that will motivate an employee to keep track of his/her individual progress;
  7. Incorporate a dashboard into day-to-day operations, e.g. use it in employee meetings;
  8. Garnering management support and guidance: Communicate the benefits of accountability culture for a company, e.g. give specific examples (supported with numbers) on how the company can optimize its expenditures and escalate its profits;
  9. Demonstrate functionality and usefulness of a dashboard application (for this purpose you may need to build a simple dashboard or select a dashboard example available online : see e.g. www.dashboardinaction.com;
  10. Indicate industry/market trends towards the use of a dashboard (show the statistics on dashboard adoption rate in the market, use industry or cross-industry benchmarks).

As detailed step for step in www.notsizedata.com, building a marketing analytic dashboard requires vision, courage, transparency and effective internal communication – which are much more important than the specific software or ‘big data’ used. Just like any other innovation, a marketing analytic dashboard cannot be effective unless its users understand its functions, are convinced about its benefits, and want to use it. In sum, a marketing analytic dashboard should not be something imposed on a company; it should be ‘sold’ in the best tradition of marketing art.

How about you? Can you share tips on how to motivate employees and increase marketing accountability? Looking forward to hearing from you,

AUTHOR:

Prof Koen Pauwels
“It’s not the Size of the Data – It’s how You Use It: Smarker Marketing with Dashboards and Analytics”
www.notsizedata.comTwitter: @koenhpauwels
Facebook: https://www.facebook.com/pages/Smarter-Marketing-with-Analytics-Dashboards/586717581359393?ref=hl

Future CMO Commercial Community Introduction

The goal for Future CMO Commercial Community is to create a network of highly capable individuals who can act as supertemps or highly advanced specialists who can act as catalysts for customer centric, marketing and organic growth driven strategic and operational transformation for their clients. Below,  there are directions and requirements for those who would like to join this community and offer their services in Futurecmo.org. Future CMO is a platform for Symbiosis Strategy and I welcome you to join. Futurecmo.com will also be published later in 2014. Join now and we’ll get better service up and running soon. There will also be new and improved FutureCMO.org.

Here’s initial offering description:

Toni Keskinen, Founder and Cheaf Editor of Future CMO
+358 50 5522276
toni.keskinen(at)futurecmo.org
http://www.linkedin.com/in/tonikeskinen
Located in Helsinki, Finland
Available for speaking engagements and consulting globally

Jarmo Lipiäinen, Co-Founder, Business Director and Consultant
+358 40 525 7289
jarmo.lipiainen(at)asiakkaanmatkassa.fi
http://www.linkedin.com/in/jarmolipiainen
Located in Helsinki, Finland
Available for speaking engagements and consulting engagements

About Future CMO Commercial Community: Anyone can contact Toni Keskinen and request membership in the Future CMO Commercial Community. The only requirement for enlisting is that you have original, fresh, insightful and important insights to share with the members. The best source for such insights and content is your daily client work which is why the most ideal members are people who actually get their hands dirty and do what is required to be done. Experiments and practical work generate the most interesting content. I don’t really think that this community is suitable for academics. The minimum requirement for membership is that you write at least one article in a month. The goal is that Futurecmo.org becomes a service with very high quality content and subsequently serves all members as a marketing & learning platform. Joint effort will increase reach and impact more than anything a single person could do. In case you are accepted as a Commercial Community member, you will get publishing rights to this service. There will be two types of FCMO Commercial Community members a) Supertemps b) Specialists.

Specialists:You should have practical, unique and original thoughts, ideas, insights or cases to share. Specialists should also be capable of connecting their specialist area in to general marketing and management realities.

Some questions that might help you recognize the supertemp inside yourself:

  1. Do you have both breadth and depth in your skillset at practical and strategic levels? Are you the one who recognize what, why and how should be done in order to drive much stronger performance, growth and profits?
  2. Do you have experience from multiple business areas with different business logics and aplications to value creation and competitive advantage?
  3. Do you have difficulties leveraging your full capacity in you current work?
  4. Do you want to practice your skills and learn much faster and more holistically and pragmatically than is possible in a regular specialist role?
  5. Are you happy moving from one company to next without a fixed team and do you feel comfortable facing challenges by your self together with a client’s own internal team changing in each engagement?
  6. Do you have a network of specialists around you, who can fulfill your shortcomings reliably and rapidly so that you can solve any given challenge you come across?
  7. Are you capable of driving co-creation development, designing customer centric operational change, business modeling and -cases and managing projects across corporate silos, levels and specialist ownerships like sales, CRM, online, analytics, BI, customer service, marketing, research or ICT?
  8. Do you impress clients with you skills, accelerate development, drive results and generate strong recommendations for your work?

Typical Must Win Battles that give us direction for relevant content creation:

  1. Best customer experience (Goals: loyalty, LTV, cross & upsell, high NPS)
  2. Innovative solutions: Creation of competitive advantage, distinctive and special offering capable of delivering substantial value, high quality at highly competitive price
  3. Continuous and cost-efficient new business (Goals: new customers, demand generation and stronger conversion)
  4. Lean and effective operations and processes – strong bottomline (Goals: highly productive organisation capable of delivering superb customer experience at comparatively low expences by using new technologies, online environments and automation
  5. Creation of inspired and winning corporate culture: Inspirational and very satisfying workplace capable of understanding and driving development and change. Corporate recognition as very prominent employer for hungry and innovative new talent, Topline growth energize the company’s employees and focus their minds on opportunities, innovation and growth. Growth is a lot more inspiring tool for profitability than trying to save the company to mental death

Paradigm shifts in Marketing 2014

Marketing Paradigm ShiftI believe that in 2014 corporate management and board take action and set new requirements for marketing. This has already been the trend for some time, but I believe that in 2014 a tornado hits marketing function in large-scale. I wish you could give your opinion on these. Please, if you disagree or notice that I missed something, comment below. Here they are:

-From campaigns to systemic growth acceleration
-From advertising to operations
-From brand book to brand experience & corporate culture
-From pre-planned year to realtime
-From one way to collaborative & dialogue
-From corporate led to customer led
-From bought audiences to owned and earned channels
-From guessing to proof driven continuous analytics, data and automation
-From promise marketing to customer excellence
-From online to mobile +
-Personal Anological communications become premium experiences at the digital era of minimizing contact costs and diminishing traditional direct marketing
-From selling to servicing – From outbound- to inbound marketing
-From Solo unit to collaborative accelerator
-From second rate corporate practice to management imperative

Let’s take a look at them in more detail:

From campaigns to systemic growth acceleration & From pre-planned year to realtime
Owned, earned and partner mediums offer means to generate constant customer flow and optimize conversions for sales. On-going constant presence and dialogue increase company’s reach, impact and capacity to communicate brand and offering in the digital environment “for free” (Naturally this kind of work requires a lot of work and high quality, so nothing is completely free). The marketing automation technology and continuous personalized communications with customers enable such influence and effect that their role is currently outranking paid media. On the other hand paid media is becoming personalized too. When customer is searching for something and her digital profile gives a high scoring value for certain offering, it is time to bid higher in the digital eyeball exchange (RTB) and get your message thru. The window of opportunity in Customer journeys to purchase could vary from seconds to months and marketing must be present at the right time with a right message. The era of mass media dominated campaigns and corporate led campaign schedules is over. Mass media has an important role in marketing mix, but it’s dominance is over now and continuous communications have the lead in importance.

From advertising design to operations
Advertising has been a unique discipline in the market and creativity is the core of advertising impact. Advertising is corporate led and scheduled work that takes money to publish. In this day and age the first priority should be to concentrate on your customer interfaces and channel strategy. How well does your customer interface meet with customer’s needs and expectations? It is increasingly difficult to say where marketing stops and product starts, and this is a good thing. Marketing & services are integrating and customer interface communications can use advertising means like videos to help customers further. Creativity has is now more important than ever, but the use of creativity is now more targeted in certain context and encounters with customers instead of mass-media with reach.

From one way to collaborative & dialogue & From promise marketing to customer excellence
One way manifests and promising is dead. People don’t trust advertising anymore and the access to information is present anywhere, anytime. In the connected environment we are now living in the old approach to building a brand with advertising doesn’t apply anymore. Brands are not built they are experienced and shared. The transparency revolution that empowered customers, forces companies to actually do better, not to just look better. The measurement of customer value has been a monetary concept for a very long time. Because there has not been technologies or means to measure anything else, that has been a valid approach. Today, customers have new currencies that can also be measured too. Customers can endorse a brand they like, or they can give very visible and durable critical comments about it. Customers have ideas for improvement, they can help you in your development process by giving their opinions while you are just developing a new approach, they can participate and share and by doing so, expand company’s reach and presence in the eyes of potential customers in a very positive way. Customers can help each others too, like web developers have done since the dawn of internet. Open innovation platforms like My Starbucks Idea, Dell Ideastorm or Innocentive have led the co-created product and solution development for a long time already and new, very cost efficient cloud based services like Ideascale have emerged. Social Media and open dialogue with the customers are really making a major difference and consequently forcing companies to do better.

From corporate led to customer led
Think about your self as a customer, to which brands are you truly committed? Then think the other way: “Which brands are truly committed to you as a customer”? I would guess, there are very few, if any that you can think of. Since the industrialization, society’s chance to specialized roles and growth of cities, the availability of options has steadily increased. Early on, the producers could just produce as much as they could as cheap as they could and that was enough. Now we are living in the world where there is too much of almost everything. Just producing at lower cost and higher quality isn’t enough anymore. We have now entered the experience economy that requires companies to adapt each and every customer’s personal lifestyle and needs. Offering everything to everybody equals spamming, and indifference marketing. Such marketing is a statement: “ We don’t really care about you, but here’s everything we got”.  Oracle Eloqua made a study about how often the sales people are actually contacting customers when the time is right for the customer. Majority of contacts are done at completely wrong time. Just being able to recognize that single thing makes a major difference in customer experience and operational efficiency.

From outbound- to inbound marketing
Previously a seller was looking for a customer, now customers are looking for solutions. The all-knowing Google is the most important route to most products and services and Google’s page rank is the key to the gateway to customers. Because all information is now available all the time, people want to check and make sure that they are making a smart decision or they look for options in general. Regardless which is the case, the company does not exist in the customer’s consideration unless it has very high top-of-mind score or preference rate. Most companies don’t. Once customers actually land at your site, the whole game is about conversion, whether you are capable of creating a connection with the customer or directly closing a deal. However, the fact is that people make their decisions and also transaction online and inbound approach to marketing is really becoming a very meaningful approach.

From guessing to proof driven continuous analytics, data and automation
Right now, pretty much anything you do can be measured. The availability of data has exploded while the cost of technology processing that data and making it possible to act on the data has slumped. The most pressing challenge now, is to educate people who know what to do with this capacity. You can track the customer’s transaction history with CRM, online behavior with marketing automation tools and you can even track potential customers with cookies and adapt to their behavior without them giving you any information apart from their actual behavior. You can track people’s organic journeys, interests, motives and landing sites, actually the entire market logic of preferences and customer flows between different brands and demand driving with online & search analytics. The web should be considered as the world’s largest quantitative research panel that is entirely based on actual behavior instead of opinions. Such access to information that is mostly free is really shaking the marketing and business communities in general.

From online to mobile +
There are now more connected phones to internet than computers. Online is now always on and always available. A computer was mostly used at home or office, but tablets and mobile phones are present where ever you are. The app explosion and location availability are now changing the entire role of internet enabling companies to really adapt to customer, time and location. The rise of HTML5 is making all online assets available in very intuitive and user-friendly way in any given gadget or platform instead of doing everything several times for native solutions. The dawn of “internet of things” is at hand and enable customer to have a “Sixth sense” that helps her to navigate in the actual world with more information, directions and advice than ever.  On the other hand it does enable companies to really become truly customer centric.

From Online back to Analogical (Personal Anological communications become premium experiences at the digital era of minimizing contact costs and diminishing traditional direct marketing)
When ever some major change happen, there will be a counter trend. Although everything is now going online and we love it, personal analogue communications are becoming signs of premium customer care and experiences. A simple letter has become rare approach. I was involved in a case where we approached  CEO’s of stock exchange listed companies. It was difficult to think how to get their attention and get to them directly without becoming cut off by an executive assistant. Eventually the solution was simple, a letter with a hand written address and a real stamp. Everything about such approach communicated intimacy and purpose. Such approach is as far as it gets from mass communications and that was exactly the reason why the campaign got 30% pull rate. The same apply to consumer communications. How would you feel, if you got a letter from Google or Facebook, that had a hand written address and a stamp? That would really be something J The person to person communications and customer service over phone are also having similar impacts, in case the service is working well. Although brand are now living in internet, we are still people who create a trusting relationship with other people.  That is a fact we should never forget.

From selling to servicing
We all have been sold to. That is not really a pleasant experience. When you are looking for something you would appreciate someone who would make your need their interest and do the best they can to get you a best possible solution. Sometimes that solution is not delivering the highest possible profit margin in short-term, but it sure does deliver in so many other levels. The customer is much more likely to come back, endorse the company and deliver much higher life time value. Shortterminism is the plague we need to cure. When ever you communicate with your customers, delivering them honest advice will sell more and increase impact of communications.

From Solo unit to collaborative accelerator & From second-rate corporate practice to management imperative
Marketing has been a solo unit that has been concentrating on promotion, brand awareness, -preference and -attributes. Those days are now behind us. The same measures are still important, but the marketing unit is required to take more commercial responsibility for customer interfaces and customer contacts in general. The very heart of marketing has always been the customer understanding. That is now more important than it has ever been. Customer centric business model demands marketing to spread available customer intelligence people operating in all customer interfaces. Management, corporate strategy and operations are now required to have their foundation on customer understanding. Because of this, the role of marketing is becoming a true management imperative and driver for customer centric corporate transformation. These are truly exciting and inspiring times!
Articles for more insights:

Fjord’s and Accenture’s “Trends impacting Service Design in 2014”

This is a great report about the changes and developments in the digital arena. Enjoy 🙂

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