Running a global business or function and achieving great results. Chief Marketing Officer CMO Conference, Zurich 2010

1. Driving Performance
Globally
Annalisa Gigante
Key note, CMO Conference
Zurich, 30 September 2010

2. Index
• Essential
• Universal
• Transferable
• Measurable
• Targeted
• Tips and Tricks
• The CMOs agenda
Annalisa Gigante, Driving Performance Globally, 2010

3. Essentials
My background:
• Executive Committee, CMO, Board Member
• 20 years international management
• Experience in Primary (Agriculture), Secondary (Life
Sciences), Tertiary (HR Services) Industries
• B2B and B2C
Different roles and Industries help to identify what
is universal, transferable, measurable, targeted... in
other words: what is essential
Focussing on growth means looking at 3 key areas:
top line, margins, market capitalisation
Annalisa Gigante, Driving Performance Globally, 2010

4. Source: photos matchingfoodandwine.com, Chanel 4
Different ways to be successful:
• Heston Blumenthal is highly
technical, precise and uses a
myriad of ingredients and
techniques
• Jamie Oliver simplifies to the
core
This presentation is about
simplifying to the core
Annalisa Gigante, Driving Performance Globally, 2010

5. Universal
Source: graphic IVC Media Ltd.
Concepts
Systems
Processes
Annalisa Gigante, Driving Performance Globally, 2010
When you have a global role, it’s critical
to understand:
• Which elements in your company can
be transferred in different geographies
• Which ones need to be adapted

6. Drill-down!
• Same concept, different manifestation
• Same impression, different meaning
• Macro vs. micro metrics
Source: photo fredericpatenaude.com
Annalisa Gigante, Driving Performance Globally, 2010
Don’t stop at the
surface!
Different cultures
will interpret things
differently e.g.
colours

7. Transferable…
• Value Chain
analysis
• Innovation stage-
gate process
• Consumer insights
• Pricing
Source: graphics logisticsviewpoints.com, ebrandity.com
Annalisa Gigante, Driving Performance Globally, 2010
These are the 7 management
techniques that I have found the most
valuable, and can ‘travel’ well in
different geographies and different
industries

8. …Transferable
• Customer
experience,
simplification
• Net Promoter Score
• Six Sigma
• what would you
add here?
Source: graphics callcenterhelper.com, Bain & Company, equinox-
consulting.com, ct-yankee.com Annalisa Gigante, Driving Performance Globally, 2010

9. Measurable
• Direct metrics:
– Sales
– Margins
– Market
Capitalisation
• Derived metrics:
– Impressions
– Traffic
– …
• Marketing
expenditure
analysis
• Developing metrics:
- intangible asset
valuation
• Ex-post vs. ex-ante
- Past performance
- Visibility
• Predicting trends
Source: photo cookinglight.com
Annalisa Gigante, Driving Performance Globally, 2010
Measurement is key!
Have different metrics available to
show different views of the business.
Make sure you have a balance of back-
ward looking and forward - looking
data

10. Example:
operating
income
number of
customers
operating
income per
customer
new
customers
existing
customers
sales per
customer
costs per
customer
Metrics
Marketing
actions
Increase
Customer
loyalty
Attract
new
customers
price
volume
production
design
Manage
discounts
Distribution
Product
Efficiency
Annalisa Gigante, Driving Performance Globally, 2010
Make sure your metrics and
output oriented.
What do you want to achieve?

11. Targeted
• Who is the customer?
• What moves them to action?
• Which trends impact them?
• How clear is this to all the
organisation?
Source: photo freecoupons.com
Annalisa Gigante, Driving Performance Globally, 2010

12. Tips & tricks
to drive performance globally
• Travel
– Experience the market and customers
– Solve problems
– Develop teams
• Focus on team engagement
• Beware of possible misinterpretation
– NPS Japan vs. Europe vs. Brazil
• Don’t underestimate the importance of
intangible assets
– Brand valuation & Market Capitalisation
• Accounting rules, Insurance
Source: photo makingfriends.com
Annalisa Gigante, Driving Performance Globally, 2010

13. Driving Performance Globally:
The CMO’s agenda
• Put customers first:
find out what is
universal or specific
• Analysis & metrics
• Change Management
• Innovation
• Influence
• Team development
Source: photo dianastephens.blogspot.com
Annalisa Gigante, Driving Performance Globally, 2010

14. Annalisa Gigante, Driving Performance Globally, 2010