Improve Your Marketing to Grow Your Business : Insights and Innovation That Drive Business and Brand Growth

“Marketing is part art and part science. The ‘art era’ was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.” –ARTURO MASSA Leading Global Marketing Executive, Fortune 500 Company How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value: Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more New insights from today’s top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette How to create a marketing culture of accountability, and empower change throughout your organization Indispensable reading for every marketing leader, manager, and business strategist For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results. Discover how to integrate marketing and customer knowledge into everything your company does...leverage technology to identify breakthrough opportunities and marketable innovations... learn faster, act faster, and drive maximum value from every marketing investment you make. Cover 1 Contents 8 Acknowledgments 12 About the Author 14 Foreword 16 Preface 18 Introduction 20 Part I: Foundation Principles and Building Blocks of the New Marketing Capability 26 Chapter 1 Open Your Mind to the New Marketing 28 Growth Is Now Priority One 28 What's New: The Trends That Are Reshaping Marketing 29 The Marketing-Led Growth Model 34 From Function to Core Capability: The Role of Marketing Redefined 35 Drive Top-Line Revenue Growth by Building Brand Equity 37 Brand Building Is the Wisest Investment for Sustainable Growth 37 This Is Not Your Father's Brand Building 38 Growth as a Process Captured in Marketing Software 39 Summary 41 Chapter 2 Four Principles Supporting the New Marketing Capability 42 Reorient So That Customers Are the Drivers of Marketing, Not the Target 43 Reengineer Your Marketing Processes 47 Rethink Your Marketing Organization 50 Redesign Your Marketing Technology: Enterprise Systems Rather Than Point Solutions 51 Summary 55 Chapter 3 Building Blocks of the New Marketing Capability 56 What Is an Insight, and Why Is It Important? 56 Moments of Truth 57 Insights Generation as a Process 59 Knowledge Management 59 Insights-Generation Tools 60 Value Proposition 63 Financial Pro Forma 63 Summary 64 Chapter 4 Translating Insights into Innovation for Brand Financial Growth 66 Cheryl Perkins 72 Summary 82 Chapter 5 Measuring Consumer Engagement 84 A New Industry Standard of Measuring Effectiveness and Efficiency of Customer Engagement 87 Summary 93 Part II: Dispatches from the Leading Edge of the New Marketing 94 Chapter 6 Integration of Technology and Marketing 96 From Backwater to Mainstream: Why IT Hasn't Served Marketing Well to Date 97 Transforming a Financial Services Brand with a New Marketing and Technology Platform 103 Jim Garrity and Bob DeAngelis 106 Chapter 7 Open Innovation and New Product Development Through Communities of Practice 114 Larry Huston 115 Bill Veltrop 122 Chapter 8 Brand Building Through Global Brand Growth 124 "The Globalization of Jack" 126 Mike Keyes 127 Chapter 9 Growth Through Brand Portfolio and Risk Management 138 The Mission of the Brown-Forman Portfolio 139 Super-Premium Margins: The Key to Portfolio Management 140 The Portfolio Return on Investment from Brand Renovation 141 The Scientific Method of Resource Allocation 142 Case in Point: Jack Daniel's in China 143 The Role of Leadership: Owsley Brown and Resource Allocation Modeling 145 Brand Value 146 Business Process and Technology Are Key to Brand-Building Success 147 The Role of the Marketing Function 148 Chapter 10 Insights-Led Brand Building in Technology 150 Peter Boland 152 Summary 162 Chapter 11 Marketing Knowledge Centers 164 What Is a Marketing Knowledge Center? 165 An MKC Can Help Solve Problems 166 What Is the Value of an MKC? 167 Four Types of Marketing Knowledge 167 How to Best Manage Knowledge 168 Focus: Gillette Global Marketing Resource Center 170 Marci Sapers 170 Chapter 12 The New CMO 178 The Marketing and IT Functions Merge: Chief Marketing Officer 178 Focus on Hyatt: Tom O'Toole 181 Part III: How to Get It Done 192 Chapter 13 Managing Information 194 Streaming Marketing Information to Be Agile 195 Collaboration and Continuous Improvement 198 Knowledge and Information as Input 200 The Role of Technology in Facilitating the Capitalization of Knowledge 201 Summary 203 Chapter 14 Metrics and Building the Culture of Accountability 204 The Culture of Accountability 206 The Attitude of Accountability 206 For What Should Marketing Be Accountable? 208 Measuring Marketing Results for ROI 210 The Correlation Between Attitudes and Behavior Has Been Proven 211 How We Can Track Marketing's Effect on Attitudes and Behavior 212 New Technologies for Marketing Accountability 212 Putting the New Marketing Accountability to Work 214 Influence Each Touch Point to Improve ROI 215 Summary 217 Chapter 15 Communities of Practice for Consumer Connection and Open Innovation 218 Larry Huston, COP Defined 219 Partnership with the Consumer 221 The Power of Cross-Functional Teams and COPs 221 Mike Keyes, Communities of Practice: Taking Lynchburg on the Road 223 Building a Value Network 224 Preserve Peasant Wisdom, Yet Break Down Walls 224 Mike Keyes, Rural Images 225 The More Knowledge You Have, the More You Realize How Much More You Need to Know 225 Summary 225 Chapter 16 Empowering Change from the Top Down 226 Tom Falk 227 Push Growth Boundaries Beyond Traditional Limits 228 Create the Ability to Develop and Apply Insights 230 Apply Positive Risk Management 234 Get the Insights to Market Quickly 235 Leading the Way to Breakthrough Growth 236 Index 238 A 238 B 238 C 239 D 241 E 241 F 242 G 242 H 243 I 243 J 244 K 244 L 245 M 245 N 247 O 247 P 248 Q-R 249 S 249 T 250 U-V 251 W-Z 251 This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version. “Marketing is part art and part science. The ‘art era'was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.” –ARTURO MASSA Leading Global Marketing Executive, Fortune 500 Company How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value: Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more New insights from today's top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette How to create a marketing culture of accountability, and empower change throughout your organization Indispensable reading for every marketing leader, manager, and business strategist For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results. Discover how to integrate marketing and customer knowledge into everything your company does...leverage technology to identify breakthrough opportunities and marketable innovations...learn faster, act faster, and drive maximum value from every marketing investment you make.

“marketing Is Part Art And Part Science. The ‘art Era’ Was Ok In The 20th Century. If You Need To Consistently Generate Growth And Increased Profitability In This Century, You Better Stick With The Science. When Cost Cutting Is Not Enough To Improve The Bottom Line, It Is Time To Focus Again On The Consumer. Improve Your Marketing To Grow Your Business Shows How To Go From Consumer Insights To Relevant Innovation And Actionable Marketing Plans. Metrics To Measure Marketing Effectiveness Complete A Must-read Book.”

–arturo Massa

leading Global Marketing Executive, Fortune 500 Company

how Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, And Maximize Stockholder Value:

• Rethinking And Reengineering Your Entire Marketing Organization: Processes, Technology, Metrics, And More

• New Insights From Today’s Top Marketing Innovators–including Procter & Gamble, Brown-forman, Kimberly-clark, Wachovia, Hyatt, And Gillette

• How To Create A Marketing Culture Of Accountability, And Empower Change Throughout Your Organization

• Indispensable Reading For Every Marketing Leader, Manager, And Business Strategist

for The First Time, Marketing Can Systematically Drive Top-line Revenue Growth And Long-term Business Value. Finally, Your Organization Can Have A Marketing Discipline That Begins With Customer Insight And Leverages The Full Benefits Of Process, Creativity, Measurement, And Collaboration. In This Book, Legendary Marketing Innovator Hunter Hastings Helps You Build That Revolutionary Marketing Organization And Use It To Achieve Unprecedented Business Results.

discover How To Integrate Marketing And Customer Knowledge Into Everything Your Company Does…leverage Technology To Identify Breakthrough Opportunities And Marketable Innovations…learn Faster, Act Faster, And Drive Maximum Value From Every Marketing Investment You Make.

__“Marketing is part art and part science. The ‘art era’ was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer.__ __**__Improve Your Marketing to Grow Your Business__**__ __shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.”__ Leading Global Marketing Executive, Fortune 500 Company How Marketing Can __Systematically__ Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value: * Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more * New insights from today’s top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette * How to create a marketing culture of accountability, and empower change throughout your organization * Indispensable reading for every marketing leader, manager, and business strategist Discover how to integrate marketing and customer knowledge into everything your company does...leverage technology to identify breakthrough opportunities and marketable innovations...__learn__ faster, __act__ faster, and drive maximum value from every marketing investment you make. "Today, marketing has clear marching orders: Drive profitable growth, and build brand equity that translates into real stockholder value. In this book, Hunter Hastings introduces the tools and techniques to help you deliver on these commitments." "You'll find guidance on topics ranging from product development and brand portfolio management to accountability. Along the way, Hastings shows how to rethink and optimize your entire approach to marketing: processes, organization, technology, metrics, leadership ... everything!"--Jacket