Lunch Session Stephane Vermeiren - Rabobank

Caroline Vervaeke

Presentation1

The 3 main services of The House of Marketing

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To bridge Capacity & Competence

gaps

To tackle strategic marketing challenges

To develop, counsel & train

marketers on the job

Temporary Marketing Support

Marketing ConsultancyMarketing Talent

Development

NEW !

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2013: The marketer lacks faith, belief and confidenceWill he be more optimistic in 2014?

#yms2012

2005 2006 2007 2008 2009 2010 2011 2012 2013

-30

-25

-20

-15

-10

-5

0

5

10

15

20

4

13

15

12

2

-1

15

-5 -5-3

-2

1

-3

-24

-15

1

-20

-17

MCI CI (data from Feb/13)

MCI compared to the Consumer Confidence index

Mar/13

Mar/13

Sept: -6

Mar/13: -24

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THoM’s belief: Marketers must become more FACTS

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More strategic focus, aiming for more relevance and simplicity

More agility and customer centricity in the organization

More creativity in their marketing approach and innovation

More tangibility without losing faith in intuition

More sustainable reflections

5

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• Build consistent & relevant brand equities

• Define customer segment(s) • Check customers' needs & insights

• React fast to changes • Adapt fast to new expectations• Define efficient marketing

processes • Define unique value propositions • Make everyone contribute to brand marketing• Innovation that reaches new

customers/markets• Stimulate creativity when dealing with

turbulent times• Analytical skills • Make strategic analysis of the

market • Define KPI’s and improvement

plans • Demonstrate Pragmatism • Analyze competition objectively• Appreciate impact of sustainable

decisions• Combine sustainable performance • Raise awareness of sustainability across

company

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45 CEO’s gave their opinion about the performance and responsibilities of

marketers, linked to our FACTS vision

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-2 -1.5 -1 -0.5 0 0.5 1 1.5 2

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

511

17 4

6

10

16

18

Importance

Performance

Focus

Agility

Creativity

Tangibility

Sustainability

Presentation1 9-0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.20

0.2

0.4

0.6

0.8

1

1.2

5

11

17

4

6

10

1618

CEO's

Mar-keters

Importance of Marketing responsibilities

Focus

Agility

Creativity

Tangibility

Sustainability

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Performance of Marketers

-1 -0.5 0 0.5 1 1.5

-0.6

-0.5

-0.4

-0.3

-0.2

-0.1

0

0.1

5

11

174

6

10

16

18

CEO's

marketers

Focus

Agility

Creativity

Tangibility

Sustainability

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Marketers see marketing responsibilities as slightly more important than CEO’s do ...

but they are even more severe on their own performance than CEO’s are

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The CEO values segmentation and market analysis, but not more than thatMarketing seems to be a short term responsibility where pragmatism is expectedMarketing looks more and better at the past than to the futureMarketing is not in the lead for innovationMarketing is not convincing in building a consistent brandAnd marketing is not expected to put sustainability on the agenda

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DOES MARKETING FAIL?

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CEO’s are looking for equilibrists to tackle the marketing challenges

13

0% 10% 20% 30% 40% 50% 60%0%

10%

20%

30%

40%

50%

60%

Intuition

Analytical skills

Communication skills

Empathy

Creative skills

See the bigger picture

Sense for business

Conviction power

Guts

Humility

Passion for marketing

Discipline

Make experts work together

Personality traits to adress challenges

CEO's

Mark

ete

rs

Yearly marketing survey 2013

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CEO’s are looking for equilibrists to tackle the marketing challenges

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Generalist Curious about specialization

Creative

Discipline

Hard skills

Humility

Passionate about Marketing

Analytical

Guts

Soft skills

Conviction

Business driven

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For more information

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Caroline VervaekeMobile: +32 (0) 475 96 16 96

E-Mail: caroline.vervaeke@thom.eu

The House of MarketingKardinaal Mercierplein, 2

B-2800 MechelenBelgium

www.thehouseofmarketing.be

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