130930 equipping the marketing function for growth
DESCRIPTION
• In todays and tomorrows digital world what we do in marketing is changing beyond recognition, but how we organize marketing looks worryingly the same as 50 years ago. • The Marketing2020 platform was created to define how marketing strategy, structure and capability can best be aligned to support business growth. • EffectiveBrands partnered with the American Association of Advertisers (ANA) for the US, and the World Federation of Advertisers (WFA), Spencer Stuart, Forbes, MetrixLab and Adobe as global partners, and over 15 local advertising associations and marketing publications in the US, UK, Germany, The Netherlands, Belgium, France, Brazil, China, Singapore and Turkey. • The M2020 Advisory Board was selected to represent a cross section of B2B and B2C industries and also include leading semi-academics with strong global marketing leadership experience. • The M2020 research focused on identifying how best to align marketing strategy, structure, and capability to support business growth. We also looked at the CMO leadership skills required to most successfully lead the transition of the marketing function to 2020. • The M2020 survey and analysis leveraged benchmark questions from the 2007 ANA/Booz & Company Right to Win study as well as benchmark questions and the Drivers of Effective Global Brands framework from EffectiveBrands’ Leading Global Brands™ study that ran from 2002 to 2012. • Over 250 Chief Marketing Officers, marketing thought leaders and marketer’s peers worldwide gave in-depth vision interviews. 10,231 marketers and their peers from 92 countries participated in the 30 minute online quantitative study, resulting in 3,565 full survey completes.TRANSCRIPT
Unleashing Global Marketing Potential™
Equipping the marketing function
for growth
How winning marketing organizations build marketing capability
Marketing2020 – Organizing for Growth Marketing2020 – Organizing for Growth focuses on how marketing can best align strategy, structure and capability to support business growth. The Marketing2020 platform offers CEOs, CMOs and their teams strategic frameworks, practical guidelines and tools to increase marketing effectiveness.
Marketing2020 results and recommendations leveraged the insights and experience of over 250 global CMOs and over 10,000 marketers worldwide. The ANA is partnering with EffectiveBrands, the global marketing consultancy, to help US marketers interpret, discuss the results and apply key insights and drivers of marketing success to their business.
The Marketing2020 interviews and research included a detailed investigation of the importance of marketing training to the overall success of the business, and an assessment of which marketing excellence programs have the biggest impact on business growth today, and tomorrow.
Building marketing excellence is the most important driver of business growth
Marketing2020 Learning Points
Companies that invest in marketing excellence programs outperform Across all marketing excellence areas, companies with marketing capability training programs outperform
their competitors significantly.
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Influence on Rev Growth
Marketing2020 2013 survey. N=3,565 respondents worldwide
Over performer Under performer
Winners have tailored their training to specific business needs and have more practical programs that are both infused with external inspiration as well as an understanding of the business.
Over-performers offer their marketers more tailored and relevant programs – and there remains a big opportunity to make training more specific
The Marketing2020 results are very clear:
Over-performing organizers offer their marketers more training
0% 20% 40% 60% 80% 100%
LOOSER
WINNER
Days of training on annual base
No formal training
Less than 2 days of training peryear
Between 2 and 3 days of trainingper year
More than 3 days per year
Over performer
Under performer
Over performer
Under performer
Defining YOUR OWN company’s way of marketing is a key driver for success
About the ANA School of Marketing The ANA School of Marketing’s mission is to elevate the skills and knowledge of the marketing community to help build successful brands. Our courses are created for marketers by marketers. In conjunction with Marketing2020, the ANA School of Marketing is enhancing its training programs to help the marketing teams at ANA member companies equip themselves with the skills necessary for business success in the coming years.
About EffectiveBrands EffectiveBrands’ purpose is to unleash the potential in the global marketing leaders, brands, and organizations we work with. Our work focuses on helping marketers develop and embed global marketing strategy, structure, and tailored company marketing excellence programs.
Everything we do is very practical because most of us were marketers ourselves in a previous life.
Global Marketing Expertise Developing and Embedding Practical programs
75 Global Marketing Consultants, 25 Nationalities
New York – London – Amsterdam – Singapore – Tokyo – Paris - Istanbul
[email protected] – www.effectivebrands.com - (212) 358 9638
NEW: The ANA’s School of Marketing is working with partners like EffectiveBrands to offer new or enhanced training programs for its members in 2014. For more information please send an email to [email protected] or call (212) 455 8024.
Current offerings of the School of Marketing include close to 20 courses in the following categories:
• Marketing Strategy & Processes
• Brand Building
• Metrics and Accountability
• Marketing Communications
• Agency Management
• Maximizing Creative Effectiveness
• Marketing in a Digital Age and Social Marketing Readiness (With EffectiveBrands)