Leading the Mindful Marketing Revolution

Lisa Nirell | Chief Energy Officer | EnergizeGrowth®

Today’s discussion

Identify mindless marketing habits

Outline mindful marketing benefits

Shift from order taker to market maker

Optimize stakeholder collaboration

What I believe

You CAN shift from order taker to market maker

You can LEARN new mindful marketing habits

Finding your INNER MARKETING GURU

EXERCISE

What’s different?

What is mindfulness?

Mindlessmarketing

Multi-tasking is mindless

The CC Cream diaries

Gym – 6:30am

Study script on treadmill

1

Wardrobe/ Makeup – 8:00am

I don’t have a team of stylists (yet!), but with Olay Total Effects Pore Minimizing CC Cream, I always look professionally polished.

2

Grab Coffee – 9:30am

I Chat on phone with a friend while waiting for my latte

3

Order taker?

“Marketing-speak”

Erratic financial reporting cadence

Outdated demand creation model

“Marketing-speak”

Erratic financial reporting cadence

Outdated demand creation model

‘‘‘‘We’re attacking the target market with a rifle shot approach.

Source: Steve Yastrow, We: The Ideal Customer Relationship

‘‘‘‘We’re in a fierce battle with the competition to capture market share.

Source: Steve Yastrow, We: The Ideal Customer Relationship

‘‘‘‘We’ve scheduled a volley of advertising for the fall.

Source: Steve Yastrow, We: The Ideal Customer Relationship

“Marketing-speak”

Erratic financial reporting cadence

Outdated demand creation model

‘‘‘‘Think about the staff meetings you attend. The VP of Sales and the CFO reports on how earnings,revenues, and renewals compare to previous quarters…

– Joe Payne former CEO Eloqua (now Oracle)

‘‘‘‘… Conversely, the VP of Marketing may report on the latest Twitter campaign at one meeting, and the number of trade show leads at the next...

– Joe Payne former CEO Eloqua (now Oracle)

TIME FRAME Horizon 10 – 12 months

Horizon 212 – 36 months

Horizon 336 – 72 months

DRIVING GOAL

Maximize economic returns

Become a going concern

Create a new category

KEYPERFORMANCE INDICATORS

• Revenue vs. plan• Bookings• Contribution margin• Market share• Wallet Share

• Target accounts vs. plan

• Sales velocity• Average deal size• Time to tipping point

• Name brand customers• Deal size • Name brand partners• PR & social media

buzz• Flagship products

Source: The Alchemy of Growth by Mehrdad Baghai, McKinsey

RE

Resources Needed to Generate RevenueLOW HIGH

Managing a Portfolio

The 3 Horizons Model

“Marketing-speak”

Erratic financial reporting cadence

Outdated demand creation model

Old vs. NewDemand creation

LEADS &

SOCIAL MEDIA

$$$

Ongoing Customer

Relationship & Community

Building

OLD NEW

Recommendations

Intentional language

Mindful Meetings

Community

The Marketing Language Meter™

Target

Vendor Partner

Pitch

Push

Pursue

Penetrate

Serve

Partner

Converse

Shepherd

Nurture

Expand

LOW ENERGY HIGH ENERGY

Mindfulmeetings

Breathing space

Min/Max

Check-In Process©

The Check-InProcess©

Mindful revolutionaries

Dr. Jason Lake

Design yourcommunities

Peers

Customers

IMG

Peer community

Branded customer communities

Branded customer communities

= best content

Today, customerscontrol the conversation

Source: The Incyte Group, 2012, n= 1,897

Get the most accurate information

Get answers from consumers like me

Get information more quickly

18%

22%

32%

Top reasons customers participate in a branded community

Inner MarketingGuru (IMG)Community

Inner MarketingGuru (IMG)Community

FAMILY

FOOD

FUN

FITNESS

FOCUSRITUALS

Mindful revolutionaries

Carol Stratford

Geared for action

Participate

Study

Self-reflection

Honor commitments

How revolutionaries

behave

Where to begin?

“Quick hits”Invest

long term

Pursue opportunistically

Avoid

RE

Ease of implementationR

E

Bu

sin

ess

valu

e &

str

ateg

ic f

it

Join the revolutionPhone: 703.888.1280Email: lisa@energizegrowth.com lisa@energizegrowth.comFree resources and survey:www.themindfulmarketer.com/bonus