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The ultimate marketing machine

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by

Faiza Altaf

on 12 August 2014

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Transcript of The ultimate marketing machine

Inspire....
Winning Characteristics
The
ultimate
marketing machine

Overview
Marketing purpose > Goals > Process


Reorganize
Purposeful positioning
Total experience
Organizing for Growth
Big Data, Deep Insights....




Lead by
Keith Weed
, the CMO of Unilever
Interviewed
350 CEOs & CMOs
Online surveys of
10,000+
marketers
Across 92 countries
Using 80
different questions
Brand/company
Use of data distinguishes
the leading brands
Purpose-based positioning
boosts sales
Connecting to corporate
strategy
Inspiring workers to get results
Connect...
Agility...
Focus...
“What values and goals guide
our brand strategy, what
capabilities drive
marketing excellence, and what
structures and ways of working
will support them?”




Research
Applying what we've learnt...
Key takeaways....
Building capabilities....
Structure must follow strategy
— not the other way around!
Full transcript