Enterprise marketing management [electronic resource]: the new science of marketing

Sutton and Kline have redefined the domain of marketing. Because of this one book the discipline will never be the same. Their new discipline of enterprise marketing finally will achieve the broad reach across organizations that has been so elusive until now. Enterprise Marketing Management does even more for Chief Marketing Officers. It gives them a road map into the board room, with step-by-step directions for reclaiming their rightful place at the table. Cover 1 CONTENTS 8 FOREWORD 12 INTRODUCTION: ENTERPRISE MARKETING MANAGEMENT 14 Run Brands as Businesses, Not as Campaigns 18 MARKETING IS NOT AN ART IT IS A SCIENCE 20 PUTTING SCIENCE IN PLAY 24 RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS 25 MANAGE YOUR BRAND, NOT YOUR CUSTOMER 28 REINVENT YOUR BUSINESS, 29 NOT JUST COMMUNICATIONS 29 ARCHITECT YOUR BRAND 33 THE ARCHITECTURE OF A BRAND 36 KEY DIMENSIONS OF A BRAND ARCHITECTURE 38 BRINGING IT ALL TOGETHER 41 IN A BRAND ARCHITECTURE 41 BRAND EQUITY DRIVERS 43 HOW TO DEVELOP A BRAND ARCHITECTURE 45 BRAND ARCHITECTURES DIFFER 47 FROM BRAND TO BRAND 47 HOW BRAND ARCHITECTURE IS USED 49 BRANDS AS BUSINESSES 50 MARKETER S SCIENTIFIC METHOD: 55 BUILDING A BRAND ARCHITECTURE 55 PLUG MARKETING INTO THE ENTERPRISE 60 CONNECTING MARKETING TO SALES 65 CONNECTING MARKETING TO FINANCE 67 CONNECTING MARKETING TO HUMAN RESOURCES 67 CONNECTING MARKETING TO OPERATIONS 68 MARKETER S SCIENTIFIC METHOD: 74 PLUG MARKETING INTO THE ENTERPRISE 74 Manage Your Brand, Not Your Customer 78 TAKE OWNERSHIP OF THE BRAND EXPERIENCE 80 IDENTIFY NEED ( INFORM NEED) 85 EVALUATE OPTIONS ( PROPOSE OPTIONS) 86 BUY ( SELL) 88 USE ( EDUCATE) 91 OBTAIN SUPPORT ( PROVIDE SUPPORT) 93 TOO MUCH INFORMATION? 95 BUILDING THE BRAND EXPERIENCE BLUEPRINT: 96 THE PATH TO A BRAND EXPERIENCE THAT SELLS 96 MARKETER S SCIENTIFIC METHOD: RESHAPING 109 THE COMPANY IN MARKETING S IMAGE 109 PLUG MARKETING INTO CRM 112 JUST MANAGING CUSTOMER RELATIONSHIPS 113 ISN T NEARLY ENOUGH 113 THE PERILS AND PROMISE OF CRM 114 CRM AND THE MARKETING GAP 115 CRM CREATES OPERATIONAL EFFICIENCIES 117 FOR EVERYBODY 117 CRM CAN CREATE SUSTAINABLE 120 COMPETITIVE ADVANTAGE 120 FROM CUSTOMER DATA TO ACTIONABLE 121 CUSTOMER INSIGHTS 121 USE CRM TO PLUG IN TO THE DIALOGUE 123 WITH INFLUENTIALS 123 A WORD TO THE WISE 125 GETTING THE PAYBACK ON CRM INVESTMENTS 125 THE OTHER OPTION 126 SMART COMPANIES WILL SWIM 127 IN A DIFFERENT DIRECTION 127 MARKETER S SCIENTIFIC METHOD: 129 PLUGGING MARKETING INTO CRM 129 CROSS- MARKET TO CROSS- SELL 131 HISTORICAL PERSPECTIVE ON CROSS- SELLING 132 CRM AND CROSS- SELLING 133 BEFORE YOU CAN CROSS- SELL, 134 YOU HAVE TO CROSS- MARKET 134 THE PROMISE OF CROSS- MARKETING 136 TECHNOLOGIES 136 POSSIBLE PITFALLS OF CROSS- MARKETING 137 BREADTH AND DEPTH 137 MARKETER S SCIENTIFIC METHOD: 140 CROSS- MARKET TO CROSS- SELL 140 USE NEW MEDIA FOR BRAND ACTIVATION 142 THE NEW MEDIA HURDLE: 148 GET TO KNOW THE CUSTOMER 148 LET S GIVE THEM SOMETHING TO TALK ABOUT 150 YOU CAN T WIN UNLESS YOU CAN SEE WHAT 150 NEW MEDIA MAKE POSSIBLE 150 HOW DO NEW MEDIA MEASURE UP? 151 YOUR SECRET WEAPON 155 MARKETER S SCIENTIFIC METHOD: USING NEW 160 MEDIA FOR BRAND ACTIVATION 160 Reinvent Your Business, Not Just Communications 164 RESTRUCTURE BASED ON BRAND EXPERIENCE 166 FORCING A REASSESSMENT OF 167 BUSINESS MODEL DESIGN 167 STRUCTURE FOLLOWS STRATEGY 169 USING A BRAND ARCHITECTURE TO 171 ACTIVATE THE BRAND EXPERIENCE 171 BUSINESS MODEL COMPONENTS 171 BRAND EXPERIENCE BLUEPRINT ( REVISITED) 173 STRUCTURAL ALTERNATIVES 174 RESTRUCTURING YOUR BUSINESS MODEL BASED 175 ON THE BRAND EXPERIENCE BLUEPRINT 175 THE IMPORTANCE OF SETTING 176 DESTINATION FOR AN ENTERPRISE 176 BRAND ARCHITECTURE DICTATES BRAND 176 EXPERIENCE POSSIBILITIES 176 BRAND EXPERIENCE BLUEPRINT DRIVES BUSINESS 177 MODEL DESIGN 177 DEVELOPING A BUSINESS MODEL DESIGN BRIEF 179 MARKETER S SCIENTIFIC METHOD: 185 RESTRUCTURING BASED ON BRAND EXPERIENCE 185 MEASURE INVESTMENT PERFORMANCE 188 MARKETING IS AN INVESTMENT AND 188 NEEDS TO BE MEASURED AS SUCH 188 STOP BUDGETING FOR MARKETING 189 AND START INVESTING WISELY 189 MAKE ROMI A RELIGION, NOT JUST A FAD 193 WHAT NEEDS TO CHANGE? 195 MAKING THE MEASURES MEANINGFUL 196 ON A DAY- TO- DAY BASIS 196 COMMUNICATE THE EFFECTIVENESS 198 OF MARKETING PROGRAMS 198 LEARNING AND IMPROVING BASED ON RESULTS 199 MAKING TRADE- OFFS 200 DIFFERENCES TO EXPECT IN RESULTS 200 AND IN CULTURE 200 MARKETER S SCIENTIFIC METHOD: 203 ACTIVITY- BASED MARKETING ( ABM) 203 OPTIMIZE MARKETING INVESTMENTS TO DRIVE PROFITABLE SALES 208 ENSURE ALIGNMENT WITH 211 THE BRAND ARCHITECTURE 211 USE THE BRAND EXPERIENCE BLUEPRINT TO 213 GUIDE YOUR MARKETING INVESTMENTS 213 THE KEY TO SUCCESS: THINK HORIZONTALLY 213 CREATING A MARKETING INVESTMENT PROGRAM 216 MARKETER S SCIENTIFIC METHOD: OPTIMIZING 225 MARKETING INVESTMENTS 225 CONCLUSION: A NEW DAY FOR MARKETING 228 WHY IS NOW THE TIME TO BEGIN PRACTICING 228 ENTERPRISE MARKETING MANAGEMENT? 228 WHAT WILL IT TAKE FOR ENTERPRISES TO 230 SUCCEED WITH THEIR MARKETING EFFORTS? 230 INDEX 236 Cover......Page 1 CONTENTS......Page 8 FOREWORD......Page 12 INTRODUCTION: ENTERPRISE MARKETING MANAGEMENT......Page 14 Run Brands as Businesses, Not as Campaigns......Page 18 MARKETING IS NOT AN ART IT IS A SCIENCE......Page 20 PUTTING SCIENCE IN PLAY......Page 24 RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS......Page 25 MANAGE YOUR BRAND, NOT YOUR CUSTOMER......Page 28 NOT JUST COMMUNICATIONS......Page 29 ARCHITECT YOUR BRAND......Page 33 THE ARCHITECTURE OF A BRAND......Page 36 KEY DIMENSIONS OF A BRAND ARCHITECTURE......Page 38 IN A BRAND ARCHITECTURE......Page 41 BRAND EQUITY DRIVERS......Page 43 HOW TO DEVELOP A BRAND ARCHITECTURE......Page 45 FROM BRAND TO BRAND......Page 47 HOW BRAND ARCHITECTURE IS USED......Page 49 BRANDS AS BUSINESSES......Page 50 BUILDING A BRAND ARCHITECTURE......Page 55 PLUG MARKETING INTO THE ENTERPRISE......Page 60 CONNECTING MARKETING TO SALES......Page 65 CONNECTING MARKETING TO HUMAN RESOURCES......Page 67 CONNECTING MARKETING TO OPERATIONS......Page 68 PLUG MARKETING INTO THE ENTERPRISE......Page 74 Manage Your Brand, Not Your Customer......Page 78 TAKE OWNERSHIP OF THE BRAND EXPERIENCE......Page 80 IDENTIFY NEED ( INFORM NEED)......Page 85 EVALUATE OPTIONS ( PROPOSE OPTIONS)......Page 86 BUY ( SELL)......Page 88 USE ( EDUCATE)......Page 91 OBTAIN SUPPORT ( PROVIDE SUPPORT)......Page 93 TOO MUCH INFORMATION?......Page 95 THE PATH TO A BRAND EXPERIENCE THAT SELLS......Page 96 THE COMPANY IN MARKETING S IMAGE......Page 109 PLUG MARKETING INTO CRM......Page 112 ISN T NEARLY ENOUGH......Page 113 THE PERILS AND PROMISE OF CRM......Page 114 CRM AND THE MARKETING GAP......Page 115 FOR EVERYBODY......Page 117 COMPETITIVE ADVANTAGE......Page 120 CUSTOMER INSIGHTS......Page 121 WITH INFLUENTIALS......Page 123 GETTING THE PAYBACK ON CRM INVESTMENTS......Page 125 THE OTHER OPTION......Page 126 IN A DIFFERENT DIRECTION......Page 127 PLUGGING MARKETING INTO CRM......Page 129 CROSS- MARKET TO CROSS- SELL......Page 131 HISTORICAL PERSPECTIVE ON CROSS- SELLING......Page 132 CRM AND CROSS- SELLING......Page 133 YOU HAVE TO CROSS- MARKET......Page 134 TECHNOLOGIES......Page 136 BREADTH AND DEPTH......Page 137 CROSS- MARKET TO CROSS- SELL......Page 140 USE NEW MEDIA FOR BRAND ACTIVATION......Page 142 GET TO KNOW THE CUSTOMER......Page 148 NEW MEDIA MAKE POSSIBLE......Page 150 HOW DO NEW MEDIA MEASURE UP?......Page 151 YOUR SECRET WEAPON......Page 155 MEDIA FOR BRAND ACTIVATION......Page 160 Reinvent Your Business, Not Just Communications......Page 164 RESTRUCTURE BASED ON BRAND EXPERIENCE......Page 166 BUSINESS MODEL DESIGN......Page 167 STRUCTURE FOLLOWS STRATEGY......Page 169 BUSINESS MODEL COMPONENTS......Page 171 BRAND EXPERIENCE BLUEPRINT ( REVISITED)......Page 173 STRUCTURAL ALTERNATIVES......Page 174 ON THE BRAND EXPERIENCE BLUEPRINT......Page 175 EXPERIENCE POSSIBILITIES......Page 176 MODEL DESIGN......Page 177 DEVELOPING A BUSINESS MODEL DESIGN BRIEF......Page 179 RESTRUCTURING BASED ON BRAND EXPERIENCE......Page 185 NEEDS TO BE MEASURED AS SUCH......Page 188 AND START INVESTING WISELY......Page 189 MAKE ROMI A RELIGION, NOT JUST A FAD......Page 193 WHAT NEEDS TO CHANGE?......Page 195 ON A DAY- TO- DAY BASIS......Page 196 OF MARKETING PROGRAMS......Page 198 LEARNING AND IMPROVING BASED ON RESULTS......Page 199 AND IN CULTURE......Page 200 ACTIVITY- BASED MARKETING ( ABM)......Page 203 OPTIMIZE MARKETING INVESTMENTS TO DRIVE PROFITABLE SALES......Page 208 THE BRAND ARCHITECTURE......Page 211 THE KEY TO SUCCESS: THINK HORIZONTALLY......Page 213 CREATING A MARKETING INVESTMENT PROGRAM......Page 216 MARKETING INVESTMENTS......Page 225 ENTERPRISE MARKETING MANAGEMENT?......Page 228 SUCCEED WITH THEIR MARKETING EFFORTS?......Page 230 INDEX......Page 236 Enterprise Marketing Management is the manifesto for the New Science of Marketing. It gives marketing managers of any company the tools and know-how to create nothing less than a marketing revolution. The revolution is marketing that works, marketing that sells. Building on the principles laid out in marketing guru Sergio Zyman's The End of Marketing as We Know It, authors Sutton and Klein lay out a clear, proven path for: Creating a compelling, data-driven brand positioning that is guaranteed to drive sales. Translating your brand positioning into a brand experience to ensure that every company asset is always selling. Putting ROI at the center of everything that marketing does. The name of this path -- Enterprise Marketing Management. Along the way, they provide the essential guide for transforming marketing into a scientific discipline and leveraging every element of the enterprise to drive sales, especially enterprise information. It's high time for marketing to take advantage of the billions of dollars of corporate investment in information gathering -- about everything from customer behavior to inventory turnover. With detailed company examples, step-by-step methodologies, and diverse company case studies from the likes of American Express, Mars, Toshiba, and Aspen Skiing Company, Enterprise Marketing Management gives marketers everything they need to traverse and demystify the unfamiliar territory of Customer Relationship Management (how to cross-market so as to cross-sell), New Media, and even Marketing Organization Design in the pursuit of higher sales. Finally, while in some circles it may be fashionable to talk about bringing financial discipline to marketing, few companies are actually doing it. Enterprise Marketing Management gives you what you need to know to bring an ROI mindset to everything marketing does. With the right toolsets and a scientific discipline, marketers are liberated to focus on what every marketer should want to do -- sell more.

"This is truly the ideal companion book to The End of Marketing as We Know It. It is the ‘playbook’ that allows business leaders to begin transforming their Marketing function and accelerating to realize business results by applying my principles in a systematic and logical way. This systematic and logical way has a new name: Enterprise Marketing Management."
–from the Foreword by Sergio Zyman

"This is a must-read, especially for senior marketers who want and deserve a seat at the table. It speaks to a key issue of marketing relevancy and provides some new thinking on how to integrate marketing in an organization or enterprise and, in doing so, increase its role and importance in delivering business results."
–Dennis Dunlap Chief Executive Officer, American Marketing Association

"Finally, a marketing book with guts. . . . Sutton and Klein demystify the so-called ‘art’ of marketing and even chart the course beyond the traditional marketing mix, all in pursuit of higher sales."
–Deborah Wahl Meyer Corporate Manager, Marketing Communications, Toyota

"This is the closest thing to a CMO’s handbook . . . it should be a mandatory read for all marketing executives from up-and-comers to the most senior leaders."
–Jerry Noonan Consultant, Spencer Stuart

"There’s been a lot of money wasted on technology in the hopes of improving sales and marketing. If business executives and technology providers could have read Sutton and Klein’s Enterprise Marketing Management first, the outcome would be different."
–Joe Liemandt CEO, Trilogy

"This is truly the ideal companion book to The End of Marketing as We Know It. It is the ćplaybook' that allows business leaders to begin transforming their Marketing function and accelerating to realize business results by applying my principles in a systematic and logical way. This systematic and logical way has a new name: Enterprise Marketing Management."--The Foreword by Sergio Zyman "This is a must-read, especially for senior marketerswho want and deserve a seat at the table. It speaks to a key issue ofmarketing relevancy and provides some new thinking on how to integrate marketing in an organization or enterprise and, in doing so, increase its roleand importance in delivering business results." -Dennis Dunlap Chief Executive Officer, American Marketing Association "Finally, a marketing book with guts. ... Sutton and Klein demystify the so-called ćart' of marketing and even chart the course beyond the traditional marketing mix, all in pursuitof higher sales." -Deborah Wahl Meyer Corporate Manager, Marketing Communications, Toyota "This is the closest thing to a CMO's handbook ... itshould be a mandatory read for all marketing executives from up-and-comers to the most senior leaders." -Jerry Noonan Consultant, Spencer Stuart "There'sbeen a lot of money wasted on technology in the hopes of improving sales and marketing. If business executives and technology providers could have read Sutton and Klein's Enterprise Marketing Management first, the outcome would be different." -Joe Liemandt CEO, Trilogy

A groundbreaking paradigm that takes a scientific approach to marketing practice

Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers— Enterprise Marketing Management (EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Management covers topics such as brand architecture, investment measurement, and how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results.

Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing.

A groundbreaking paradigm that takes a scientific approach to marketing practice Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers— Enterprise Marketing Management (EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Management covers topics such as brand architecture, investment measurement, and how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results. Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing.