1、Copyright 2008 Accenture All Rights Reserved.Marketing Talent Management Marketing Competency Framework and Academy Approach April 2008 本资料选自国内最具含金量，最全面的人力资源顶级方法与实操大全-2011铂金版版 资料每年升级，全国各地免费送货，货到付款，详情咨询qq：514457731（加qq无需验证）2 Copyright 2008 Accenture All Rights Reserved.Introduction The Marketing Tale
2、nt Management Team has developed this presentation to provide a general introduction to Marketing Talent Management and a methodology to assist in designing and delivering marketing competency management and/or marketing academy projects.This presentation offers a set of methods including a number o
3、f templates and proven project examples teams may leverage in project planning and delivery.While this deck is not meant to be presented in its entirety to a client,you may use this information in creating your proposal or client presentation.Specific client examples and project documents cannot be
4、shared with a client.For assistance with a client opportunity or more information,please contact one of the contacts of the Marketing Talent Management Team:Patrick Mosher,Global Sales&Marketing Talent Management Executive Director()Marianne Seiler,Global CRM Marketing Operations Lead()Simon Brown,E
5、ALA Sales&Marketing Talent Management Lead()To contribute to this deck,please contact Simon Brown.3 Copyright 2008 Accenture All Rights Reserved.Agenda Why is Marketing Talent Management Important?Marketing Academy Design and Development Appendix:Supporting Documents Client Experiences 4 Copyright 2
6、008 Accenture All Rights Reserved.CMOs are under pressure to deliver growth fast The average CMO tenure in years at the top 100 branded companies*;53%have been in post for under 12 months The proportion of US stock market value based on investor expectations of future growth*1.9 58%*Source:Spencer S
7、tuart executive search;*Source:Analysis of Russell 3000 Index;May 2003*Source:Advertising Age Global Marketing Report 2005 The median marketing spend for a Global 100 company is$0.6 billion*Accelerated organic growth is essential 5 Copyright 2008 Accenture All Rights Reserved.Main Complexities for a
8、 Marketing Function CMOs must deliver growth fast in an increasingly complex environment Globalization:Driving competition and changing market economics Rapid Innovation:Reducing sustainable competitive advantage Product Proliferation:Increasing complexity and commoditization Planning and Execution
9、Deficiencies:Reducing growth strategy market impact and increase Operational Efficiency Call for greater ROI/accountability on marketing spend Trend to closely link Marketing to partners in the organization,e.g.Finance and Sales Adopt new ways of marketing:Shift from branding/advertising focus to mo
10、re direct account management New Media CMO priorities focus on growth and innovation:Revenue growth Customer acquisition/retention/satisfaction Innovation 0%5%10%15%20%25%30%35%40%45%Percentage of respondents Align Marketing with Business Strategy Drive new product development 6 Copyright 2008 Accen
11、ture All Rights Reserved.Product/service proliferation is increasing complexity for Marketing The growth in product/service proliferation is largely due to Line extensions to existing offerings (42%)New product/service innovations (18%)Improvements to existing offerings (38%)Entering new geographies
12、 with existing offerings(17%)Entering new product/service categories (24%)*Source:Unravelling complexity in products and services;Wharton University of Pennsylvania;N=424 By how much has the number of products/services offered by your organization grown in the last five years?0%20%40%60%80%100%0%20%
13、40%60%80%100%No Growth(12%)No reply Decrease(2%)%of respondents Growth Range of Products/Services 19%25%16%23%23%of organizations said the number of products/services they offered more than doubled in the last five years.7 Copyright 2008 Accenture All Rights Reserved.Globalisation&Technology are als
14、o increasing complexity Telco Example:1996 2006 2016 Segments 10 23 49 Products 18 35 72 Countries 12 30 73 Investment Combinations 2160 24150 257544 Advertising Direct Mail Print Radio Online Outdoor Media Direct Promotions Price Distribution Sales Force Marketing Investment Geography Mix Product M
15、ix Segment Mix Marketing Mix Channel Mix Online In/Outbound Call Centre On-premise Mobile Mail Billing$Exponential increase in complexity 8 Copyright 2008 Accenture All Rights Reserved.Driving accelerated growth with Marketing Transformation Marketing Transformation helps CMOs to plan and accelerate
16、 the delivery of superior strategies for organic growth through:Customer-centric Marketing:Drive growth by generating a consistent branded-customer experience across new and existing target customer touch-points Marketing Proposition:Drive growth by pinpointing the new market,product and services propositions required to win new customers and develop new market spaces Marketing Operational Excellence:Accelerate the flawless delivery of strategic growth initiatives Create or gain access to world-
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