Enhancing Your Marketing Effectiveness

The Opportunity

Getting a seat at the table for Marketing requires a team that is respected for its effectiveness, but:

Organization may not understand what Marketing does Unclear how Marketing is measured or how it aligns with business strategy Little confidence in Marketing’s ability to deliver

Pressing need to improve Marketing’s competenceOrganization hears Sales’ complaints of lack of support from MarketingYou seek a different role for Marketing but are concerned about capabilities

Developing marketing skills can be undisciplinedAn afterthought until annual reviewNo organization-wide initiative or measurement of progress

What if Marketing effectiveness and alignment within organization were optimized?

Just think what you could do with an enhanced set of marketing skills….

                                                                            You are here What if you were here?

What if you could use your budget more wisely? Coordinate better with other functions?Improve success of innovation, forecasting, and pricing? Get more from your agencies?

Assumptions about your Marketing Team

Senior marketers from different organizations

Junior people from other functions within your organization

Your stars’ skill sets falling behind, as marketing quickly evolves

Difficult to achieve innovative marketing

Little coordination practices across business units

Too internally focused

Easier to get your people to change than to change out people

Re-Skilling: Improving collective skill set of your team

Correcting bad habits

Refreshing competencies not often used

Updating knowledge to address new opportunities

Reaching consensus on a single way of doing things

Leveraging strengths and addressing weaknesses of individuals on the team

Moss Re-Skilling Mission

To help marketing leaders thrive by enhancing their people’s effectiveness

The Product

Practical, MBA-level, on- or near-site seminars for marketers and key stakeholders

Each seminar covers best practices in specific areas

Case studies, processes, terminology, even duration and frequency tailored to your specific needs

Pre- and post-session testing, to gauge what information is absorbed by whom

Regular emails of topical interest to marketers

Optional leadership coaching and mid-course management follow-up

Moss Re-Skilling Curriculum

Introduction and Quantitative MarketingMarket orientationFinancial metrics in marketingMarketing metrics and brand healthDashboards

Research, Analysis, & InsightConsumer understandingMarket analysisInsight generation & implementationMarket segmentation and targeting Niche marketing

Marketing MixConsumer response model & marketing mixAdvertising Consumer promotion PublicityExperiential marketingLoyalty and relationship marketingBuzz marketing

Marketing Strategy and PlanningValue propositions, positioning, and competitive advantageCustomer directed strategic planning and annual plans

PricingCost-based versus value-based pricingPricing researchPricing strategies and competitive considerationsPositioning and pricing

Digital MarketingWeb site development and analysisEmail marketing and banner advertisingSearch engine marketingBlogs, consumer participation, and social networks

Product ManagementInnovationForecastingProduct testingProduct design and packaging Product life cycle management

Marketing LeadershipBrand strategyPortfolio managementAgency managementInternational marketing considerationsOrganizational considerations

Benefits

Enhance ability of Marketing to win in marketplace

Develop common language and processes to build culture

Assess individual marketers’ development relative to peers

Quantify skills development in your organization

Create cross-functional alignment and understanding value Marketing provides

Provide evidence of long-term commitment to improving Marketing effectiveness

Return on Investment

Executive Board studies show a correlation between marketing knowledge, Operating Profit and ROIC

Gains in efficiency and marketing performance worth many times the cost of training

Annual costs of training a department of 12 less than search firm costs to replace one marketing manager

Correlation with Marketing Knowledge

0.94

0.5

0.8

0.38

0.48

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

MarketingAttitudes

MarketingBehaviors

MarketingMetrics

OperatingMargin

Return onCapital

Source: Executive Board

Re-Skilling and Search Comparative Costs

Moss-Re-Skilling Search Costs for One Mktg Mgr

Global experience, working in more than 50 countries

Market experience

Steve MossSteve Moss has a track record of managing multiple consumer brands and improving brand

position, market share, and profitability in competitive markets on a global basis. He has

seen over 30 of his direct reports go on to VP of Marketing positions. Steve has managed

well recognized brands including Memorex, Old El Paso, Green Giant, Häagen-Dazs, Kool,

Bailey's, and Cuervo. He has successfully developed new products, built strong teams, and

carried established brands into new and emerging markets.

Steve was CMO at Imation, a $2.2B leader in digital storage media, where he oversaw the creation of the marketing function,

the development and execution of brand strategies and the integration of acquisitions totaling $900M in revenue. In his role

as CMO at the $700M Nestlé Ice Cream Co., he grew Häagen-Dazs and Drumstick business in the face of new competitors

by establishing new brand strategies, and led the creation of the innovative products now marketed as Dreyer¹s Dibs.

As Vice President of International Marketing at The Pillsbury Co., Steve managed global brand development strategy for

Green Giant, Häagen-Dazs, and Old El Paso, generating combined revenue of $1.5 billion. He re-positioned Pillsbury¹s

desserts and specialty products, reversing revenue declines to increased revenue and profits. While VP of Marketing for

Gilbey Canada, he turned around the flagship Smirnoff performance from double digit declines to over five years of

consecutive growth.

Prior to Moss Re-Skilling, Steve¹s consulting has included brand licensing, marketing strategy and business strategy for

corporate clients in retail, manufacturing, communications, and insurance industries at Stellus Consulting LLC and at his own

independent consulting practice. Steve received a B.A. degree from Georgetown University and an MBA in Marketing from

the Wharton School of Management at the University of Pennsylvania.

Testimonials

“Steve Moss is the best marketing and branding guru whom I have met during my 27-year business career.”

“I quickly saw three strengths

1. Steve was crystal clear in his communication. 2. Steve had a rare mix of comfort with the objective and the subjective3. He was always learning, interested in new ideas, emerging thinking, always having experimentation in play.”

“Steve Moss has a rare mix of strategic and practical insight. He is an experienced marketing generalist who can hold his own with any subject expert. As a coach, he has gotten extraordinaryefforts from his people, many of whom he helped developed into marketing leaders in their own right.”

Scott RemySVP CommunicationsNestlé USA

Jay W. Lee, Executive Advisor onNational Branding, Rep. of Korea

Richard HenryOwnerNelson Henry

Testimonials

“Steve impressed me with his strong leadership in guiding Imation through the complex task of building a world-wide brand and portfolio management organization.”

“His experience in a variety of companies and categories in directing all marketing activities (including traditional and nontraditional advertising and promotion, research and PR) was an asset to the organizations he worked in and made him a particularly effective consultant. ”

Jean-Paul EekhoutGlobal Brand DirectorTDK Life on Record

Steven ZuberPresident

Zuber and Associates

“Steve is a great mentor and a great marketer.As a leader, he knows how to offer up his extensive marketing knowledge while eliciting innovative thinking from his team.”

Sandra StumbaughVP of MarketingSustainable Spaces

Moss Re-Skilling Contact Information

Mail: 18240 Shavers Lane Woodland, MN 55391

Phone: 651-431-0252

Fax: 952-476-9923

Email: sfmoss@re-skilling.com

Website: www.re-skilling.com