A ‘how-to’ guide for ambitious CMOs.
Professor Patrick Barwise, LBS, with words of wisdom for marketers who want to break out of the traditional marcomms silo and become more influential, driving broader business transformation.
Key Headlines in brief
- It’s important to understand what is on the CEO’s agenda and what type of CEO they are. Are you aligned with their agenda and delivering against it? Are you asking the right questions and addressing the right problems?
Barriers to influence
- Marketers are held back in the wider business by 3 factors
- First the Trust Gap. Marketing is necessarily about the future, about foresight rather than reflecting on things that have already happened and can be quantified. This makes it much less reliable and can reduce the influence of marketers.
“When you as a marketer stand next to someone from finance or operations, much of what you say will sound less reliable… because it is.”
Patrick Barwise London Business School timecode: 03.57
- The Power Gap exists because the success of marketing now largely depends on delivering a joined up customer experience. But many of the people who influence customer experience are not in the marketing team. Marketers must rely on their ability to persuade.
- There is a Skills Gap which is primarily the result of the huge capability developments in technology and the resulting fast pace of change in the way people consume media. It is now impossible for a marketer to be an expert in everything. that impacts on their role.
- The book: 12 Powers of a Marketing Leader provides a road map for marketers to address these gaps and help drive broader business transformation.
What is the role of an influential marketer?
- Marketers should be orchestrating marketing communications, media and customer service for a seamless customer experience.
- Companies with a CMO on the board and an influential marketing team perform better. CMO’s need to be at the top table.
Patrick Barwise Marketing Consultant & Emeritus Professor of Management and Marketing London Business School
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA