2. The 3 main services of The House of Marketing
Temporary Marketing
Support
Marketing Consultancy
Marketing Talent
Development
To bridge Capacity &
Competence gaps
To tackle strategic
marketing
challenges
To develop, counsel
& train marketers on
the job
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3. 2013: The marketer lacks faith, belief and confidence
Will he be more optimistic in 2014?
Mar/13
MCI compared to the Consumer Confidence index
Mar/13
20
15
15
15
13
12
10
5
4
2
1
0
2005-3
2006-2
2007
2008-3
1
-1
2010
2009
2011
-5
2012
-5
2013
-5
Sept: -6
-10
-15
-15
-17
-20
-20
-24
-25
#yms2012
-30
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MCI
3
CI (data from Feb/13)
Mar/13: -24
5. More strategic focus, aiming for more relevance and
simplicity
More agility and customer centricity in the
organization
More creativity in their marketing approach and
innovation
More tangibility without losing faith in intuition
More sustainable reflections
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5
6. •Build consistent & relevant brand equities
•Define customer segment(s)
•Check customers' needs & insights
•React fast to changes
•Adapt fast to new expectations
•Define efficient marketing processes
•Define unique value propositions
•Make everyone contribute to brand marketing
•Innovation that reaches new customers/markets
•Stimulate creativity when dealing with turbulent times
•Analytical skills
•Make strategic analysis of the market
•Define KPI’s and improvement plans
•Demonstrate Pragmatism
•Analyze competition objectively
•Appreciate impact of sustainable decisions
•Combine sustainable performance
•Raise awareness of sustainability across company
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6
7. 45 CEO’s gave their opinion
about the performance and
responsibilities of
marketers, linked to our FACTS
vision
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7
11. Marketers see marketing responsibilities
as slightly more important than CEO’s do ...
but they are even more severe on their
own performance than CEO’s are
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11
12. The CEO values segmentation and market analysis, but not
more than that
Marketing seems to be a short term responsibility where
pragmatism is expected
Marketing looks more and better at the past than to the
future
Marketing is not in the lead for innovation
Marketing is not convincing in building a consistent brand
And marketing is not expected to put sustainability on the
agenda
DOES MARKETING FAIL?
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13. CEO’s are looking for equilibrists to tackle the marketing
challenges
Personality traits to adress challenges
60%
Analytical skills
Marketers
50%
Sense for business
40%
Communication skills
30%
See the bigger picture
Conviction power
Creative skills
Make experts work together
20%
Guts
Passion for marketing
10%
Discipline
Intuition
Empathy
Humility
0%
0%
10%
Yearly marketing survey 2013
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20%
30%
CEO's
13
40%
50%
60%
14. CEO’s are looking for equilibrists to tackle the
marketing challenges
Generalist
Creative
Analytical
Discipline
Guts
Hard skills
Soft skills
Humility
Conviction
Passionate about
Marketing
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Curious about
specialization
Business driven
14
15. For more information
Caroline Vervaeke
Mobile: +32 (0) 475 96 16 96
E-Mail: caroline.vervaeke@thom.eu
The House of Marketing
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
www.thehouseofmarketing.be
Join us on LinkedIn
Follow us on Twitter
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Editor's Notes
Marketers are not looking forward to 2012MCI historical low driven by the fact that a majority of Marketers expect a budget decrease – and that difference vs. those who expect a status quo or an increase is far bigger than in the crisis years 2009 and 2010; moreover teams expected not to growNow putting the CCI published monthly by National Bank of Belgium as it was when YMS is realized, we see that it is pretty similar to MCI: >0: means Marketers are in tune with their consumers<0: means Marketers are reactive i.o. proactive>0, <0 ? The choice is yours
CEO’s:45 respondentenMarketers: 139 respondenten
Marketing became complex, for a while nowThe profile of the marketers has to change to be able to cope with the challenging timesBalance is boring, but it is what we need. We need marketers to balance between sometimes very contradicting skillsHe has to be a Generalist and have an overview on the whole marketing scene. At the same time, as marketing has to be very curious about specialized marketing domains ….He has to be creative, we want him to look at thing s in a different way, makes links, use past experience in other situations …. At the same time he has to love numbers and understand the importance of in depth quantitative analysis.Marketing is a tough discipline, strict timings and processes are required. But it might be necessary to have guts, … so if you have an idea, convince the board and get it done, realize in a short term because the opportunity is there and now.Marketers need hard skills (f.i. MPM; CRM; Nielsen, GFK, …) but has to be good communicators, good intuition, build bridges internally…..Humility is important: listen to experienced marketers, but certainly to the consumer. At the same time: have a own vision and clear conviction, be able to make choices.Last but not least: we need passionate marketers who understand what the business is about. One that knows where the business is going ….End with : Agility & creativity might be more important than knowledge
