Transcript How to gain enthusiastic support for your marketing

Richard Mattson, The Partner Marketing Group
How to gain enthusiastic support
for your marketing initiatives
from your corporate management
AGENDA
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Welcome & Introductions
Your experience—What makes
marketers successful?
My experience—What I’ve seen
that worked and didn’t work
The six vital rules for internal
marketing success
Discussion, Q&A, wrap up
YOUR EXPERIENCE AND MINE
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What makes marketers successful in
organizations where you have worked?
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Success is defined as
Contributing effectively to the business
 …and being recognized and rewarded for it
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What I’ve seen that worked and didn’t work
THE SIX VITAL RULES FOR INTERNAL
MARKETING SUCCESS
RULE #1
TIE MARKETING TO CASH FLOW
TIE MARKETING TO CASH FLOW
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Identify sources of cash flow
and quantify their value
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Customer analysis and
opportunity analysis
Competitive analysis
Company’s ability to compete
Position, differentiate and
market your company and
offerings to your targeted
customers to produce cash
flow
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Create demand against
promised value
Essential to harvest cash flow
5.
Customer
Equity
4. Profit
3. Revenue
2. Lead Generation
1. Communications
Hierarchy of cash-flow responsibilities
LINKING MARKETING ACTIVITIES TO CASH FLOW
Intermediate
Marketing
Outcome
Marketing
Activity
Cash Flow
Driver
Cash Flow
Intermediate
Marketing
Outcome
Cash Flow
Driver
Intermediate
Marketing
Outcome
Example: Event invitationattendees and leads (IMO)pipeline (CFD)sales (CF)
RULE #2
COMMUNICATE MARKETING OUTCOMES
IN TERMS IMPORTANT TO THE BUSINESS
…IN TERMS IMPORTANT TO BUSINESS
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What do marketers tend to talk about? What
do business leaders tend to talk about?
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Most business leaders are not impressed with outputs…they
want outcomes
Save specialized jargon for specialized peers—translate
everything possible into business impact
A case in point: Brands and Branding
RULE #3
UPGRADE AND STANDARDIZE
YOUR MARKETING PROCESSES
Extent processes used in marketing are...
...Systematic/ Repeatable
...Unsystematic/
Ad Hoc
...Not Applicable
Budgeting
Create the website
Marketing plans
Measure customer satisfaction
Maintain the website
Advertising
Strategic planning
Internal communications
Market segmentation
Monitor the competition
Positioning/differentiation
Track brand equity/health
Measure financial outcomes of marketing
Forecasting revenue
Generate customer insight
Assess lifetime customer value
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Source: Marketing Profs 2005 Survey of companies of 1,000 employees or more
IT MAKES SENSE TO STANDARDIZE
Reduces invention around structure and
process; releases creativity for breakthroughs
 Gives you an opportunity to open the process to
views & ideas from your core stakeholders
 Gives your function consistency & transparency
throughout your organization
 Enhances your perception as a mature,
organized, business-savvy professional
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RULE #4
MAKE MARKETING MATTER TO YOUR
COMPANY’S CXOS
KEYS TO REACHING THE CEO AND CFO…
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Deeply understand your company’s business plan and goals and base your
marketing goals on them.
Post the CEO’s and CFO’s KPIs above your monitor and treat them as your own.
Create a marketing plan that clearly addresses business strategy and growth
goals and opportunities and present it for discussion and counsel to your
executive team.
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Demonstrate in everything you do that your work is about helping your company
stay competitive today, helping your company act today, helping your company
stay fast and agile.
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Define marketing as “work designed to identify sources of cash flow and to produce cash
flow by solving customers’ problems profitably.”
Prove you know what you’re saying with your plan.
Then provide regular updates on how your plan is performing against company goals, cash
flow drivers, and more. **
This does not mean you don’t build long-term proposals and plans to drive your brand or
reposition your company.
It does mean that you adopt near-term steps that drive business impact and help your
company evolve into the future at the same time.
Learn what compels executives to pay attention and adopt a new strategy.
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“What you’ll lose” or “what you’ll gain”
THE PRODUCT-CUSTOMER BASICS
• Economic segmentation
• Profitable, unprofitable relationships
• Customer defections
• How will you adapt?
• Kinds of customers
• Nature of offerings
•Gap analysis
• Competitive opportunity
• Unmet opportunities
• Your strengths and
weaknesses
• What are customers
buying, not buying?
• Differences among your
competitors & their customers
• Where are your competitors
successful and not? Why?
SPECIFICALLY FOR THE CFO…
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Make sure Finance knows you care about revenue accounting
and what to continually upgrade marketing’s ability to support
that.
Develop a close relationship with Finance at many levels
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Typically, marketers think Finance is staffed by dull “green eye shades”
Typically, Finance thinks marketing is staffed by wild-spending artist and sales types
Break down the stereotypes
Finance wants to see order, expertise and analytical thinking from
Marketing
As you standardize processes, enlist Finance to help you develop and
implement a Marketing Performance Measurement System.
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It will be the only way for your key analytic data to have credibility with Finance and in the
Board Room.
RULE #5
BUILD BRIDGES ACROSS YOUR
ORGANIZATION
MARKETING WITHIN THE ORGANIZATION - 1
Extent marketing works collaboratively with other functions
"A lot…"
80%
70%
60%
50%
40%
30%
20%
10%
0%
Sales
R&D
Operations
IT
Finance
HR
Source: Marketing Profs 2005 Survey of companies of 1,000 employees or more
MARKETING WITHIN THE ORGANIZATION - 2
How valuable is the marketing dept. to others inside the
organization?
"Very Valuable…"
40%
35%
30%
25%
20%
15%
10%
5%
0%
Source: Marketing Profs 2005 Survey of companies of 1,000 employees or more
SOME KEYS TO SILO DESTRUCTION
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As you build your marketing plan, ask for opportunities to sit down with key
functional players across your org to
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Review it in draft form and gather comments
Learn about their plans
Develop common ground around customers and markets, as well as related
business strategy
Overall, keep active lines of communication open
Working specifically with Sales, develop shared understanding around
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The definition of qualified leads
Clarity on how the lead pipeline is managed
Valuing the pipeline
Providing marketing strategies to help salespeople with price resistance
Finding ways to make the sales funnel flow faster
RULE #6
SHARPEN YOUR MARKETING
AND BUSINESS TOOLSET
High
CASH-FLOW DRIVER INDEX
Minions
Rainmakers
Low
Leadership
Politicians
Marketing
Champions
Low
High
Cash Flow
Source: Young, Weiss, Steward Marketing Champions
IF YOU NEED MORE HELP…

The Partner Marketing Group
 Virtual
Marketing Director Program at
www.thepartnermarketinggroup.com
 Other Services
 Marketing
Resource Desk
 Marketing Collateral Audit
 Outsourced Project Management
 Newsletter content subscription service (coming soon)
 And more.
Free Partner Channel magazine subscription:
http://www.thepartnerchannel.com/register.asp
FREE OFFER!

First 10 attendees from TPE that sign-up on website
get a complimentary Marketing Audit


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$750
Value!
Review your existing marketing materials and provide feedback
Review and evaluate up to 5 marketing pieces:
 company brochures
 sales collateral
 event invitations
 direct mail pieces
 newsletters
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