What it Takes to be a True Marketing Leader and Innovator

Kathy Button Bell@Emerson_News

@Emerson_KathyBB

WHAT IT TAKES TO BE A

TRUE MARKETING LEADER

AND INNOVATOR

KEY TAKE-AWAYS

MARKETERS TODAY

FACE AN ASTONISHING

AMOUNT OF CHANGE:

THE ROLE BROADENS

DAILY AND NEW SKILLS

ARE NEEDED CONSTANTLY.

YOU ARE NOT ALONE IF

YOU FEEL OVERWHELMED

BY THE CHANGE AND

FEARFUL OF THE

INCREASED PRESSURE

TO DO MORE WITH LESS.

TO SUCCEED, CMOS

MUST EMBRACE A NEW,

INTEGRATED AND

INSPIRATIONAL VISION

AND WORKING STYLE,

BOTH INTERNALLY

AND EXTERNALLY.

Kathy Button Bell Vice President, Chief Marketing Officer, Emerson

What it Takes to be a True Marketing Leader and Innovator

N= 117 CMOs and Senior Marketing Leaders

MARKETERS ARE DAZED AND DAZZLED BY THE RELENTLESS PACE OF CHANGE.

““

PACE OF CHANGE

EXPECT THE PACE OF CHANGE

TO ACCELERATE

97%SEE A NEED FOR

RESPONSE TO NEGATIVE NEWS WITHIN MINUTES

90%ARE DOING THINGS

THAT AREN’T TRADITIONAL MARKETING

85%


PACE OF CHANGE

FIND THAT LEADERSHIP JUDGES SUCCESS OR

FAILURE FASTER

76%FEEL OVERWHELMED

BY CHANGE

34%


MANAGING SOCIAL KEEPS US UP AT NIGHT. NEW SKILLS ARE DESPERATELY NEEDED.

““

NEW SKILLS NEEDED

SEE A DRAMATIC INCREASE IN THE

BREADTH OF SKILLS NEEDED

97%ARE CONCERNED ABOUT

BRAND INTEGRITY AND EXECUTION IN

SOCIAL MEDIA

70%ARE SEEKING

YOUNGER EMPLOYEES WHO UNDERSTAND THE

NEW TECHNOLOGIES

60%


NEW SKILLS NEEDED

CAN’T FIND PEOPLE WITH THE RIGHT SKILL SETS

45%ARE FINDING IT

IMPOSSIBLE TO FILL IMPORTANT POSITIONS

28%SAY THE SKILLS

FOR WHICH THEY WERE HIRED ARE NOW OBSOLETE

21%


MARKETING’S

ROLE

IS BROADENING

OUR ROLE IS EXPANDING…BOTH OUTWARD AND UPWARD.

““

BROADER ROLE

ARE DOING THINGS THEY’VE NEVER DONE BEFORE

97%SEE MARKETING’S

INPUT BEING SOUGHT MORE OFTEN

87%ARE HAVING

GREATER INPUT ON CORPORATE STRATEGY

78%


BROADER ROLE

HAVE A SEAT IN THE EXECUTIVE ROOM AND DECISION PROCESSES

77%ARE SPENDING

MORE TIME IN FRONT OF THE BOARD

56%


THERE’S ALWAYS PRESSURE TO DO MORE, BUT THE BUDGETS AREN’T KEEPING UP.

““

BUDGET STASIS

HAVE NEW AND/OR DIFFERENT RESPONSIBILITIES,

BUT NO CHANGE IN BUDGET

89%FIND ANNUAL BUDGETING

“CHALLENGING”

56%


SO, WHAT IS A

CHIEF MARKETING

OFFICER TO DO?

WE’RE LIVING AND WORK IN BETA.

“ “

Instead of PRODUCT

Source: Harvard Business Review, January-February 2013

RETHINKING THE 4 P’Sby Richard Ettenson, Eduardo Conrado, and Jonathan Knowles

Instead of PLACE

Instead of PRICE

Instead of PROMOTION

Focus on SOLUTION

Define offerings by the needs they meet, not by their

features, functions, or technological

superiority.

Focus on ACCESS

Develop an integrated cross-channel presence that considers customers’ entire purchase journey instead of emphasizing

individual purchase locations and channels.

Focus on VALUE

Articulate the benefits relative to price, rather

than stressing how price relates to production costs, profit margins, or competitors’ prices.

Focus on EDUCATION

Provide information relevant to customers’ specific needs at each point in the purchase

cycle, rather than relying on advertising, PR, and

personal selling that covers the waterfront.

BECOME THE CHIEF COMPLEXITY REDUCTION OFFICER: DESTROY SILOS

1999 EMERSON

$14.3 Billion in revenues with over 60 businesses

2012 EMERSON: A LEADER IN ITS COREGLOBAL BUSINESSES AND MARKETS

$7.9B $5.2B$6.4B $3.8B $1.9B

HUMAN-CENTERED DESIGN DRIVES SIMPLICITY AND USABILITY

Design language reflects Emerson’s

improving high tech image

BECOME THE CHIEF INTEGRATION OFFICER: DESTROY SILOS

SALES

INNOVATIONR&D

EXEC MGMT

STRATEGY

HRCOMM

CUST SVC

IT

AGENCIES

OPERATIONS

INTERNAL TEAMS

REDISTRIBUTING MARKETING TIME AND INFLUENCE


IT ALL STARTS WITH LISTENING: DESTROY SILOS

MARKETING MUST CARRY THE CUSTOMER VOICE TO R&D

DEFINE PAIN

SOLUTION VISION

SOLUTION VALUE

Marketing

MARKET RESEARCH

IDEA GENERATION

CONCEPT FEASIBILITY CONCEPT

DEVELOPMENT & PROJECT PLANNING

DESIGN & DEVELOPMENT

RAMP UP

LAUNCH & PRODUCTION

START-UP

PRODUCTION

EMERSON MARKETING LAUNCHES NEW INNOVATION MODEL DRIVING ORGANIC GROWTH

New-to-the-BUSINESS

New-to-the-WORLD

MINOR Revisions

MAJOR Revisions

MARKETING AND SALES MUST CLOSELY COLLABORATE: DESTROY SILOS

CHANGE OUR TRADITIONAL SALES APPROACH

Lots of “show and tell” focusing on our products and what they do

1. Lead with question

2. Lead with hypotheses

3. LEAD with insight

MARKETING CAN HELP SALESPEOPLE BECOME BUSINESS CONSULTANTS BY INCREASING SITUATIONAL FLUENCY

Sources: Keith Eades and Robert Kear, Sales Executive Council

3 Generations of Solutions Selling

1. Don’t lead with information about the supplier

2. Don’t just lead with our unique selling principle

3. DO tell a story about their business that leads to our differentiators

Commercial Teaching

SALES

Define PAIN

Solution VISION

Solution VALUE

Access to POWER

Control Buying

PROCESS

MARKETING

MARKETING’S MARRIAGE TO IT: DESTROY SILOS

BY 2017, THE CMO WILL SPEND MORE ON IT THAN THE CIO

““

SOCIAL MEDIA: OUTCOME OF THE IT / MARKETING HOOKUP May 2013

Emerson.com YouTubeTotal video views on YouTube, a 127% growth YoY89,400

Over 90 shares of content to date, increasing YoY by

YoY and MoM: Year over year, month over month

The Extra MileVisits in May spiked vs. April following updates on social and paid media

37%

Page views during May 2013 for the Homepage:

• CHARMs 922 page views

• Trellis 510 page views

• Smart Wireless 399 page views

• Intelligent Store 351 page views

FacebookIn May, interactions on Kathy Button Bell’s Facebook page increased by

This is likely a result of increased posting during BMA Blaze and a higher volume of photos posted.

Twitter@Emerson_Charlie interactions increased from 79 in April to 104 in May, which is roughly

In addition, Charlie’s number of followers increased by

@Emerson_News also saw a 23% increase in the number of interactions during the month of May.

32%

LinkedInIn May, the page had the highest engagement (Likes, Comments, Shares) to-date with

578 total interactions

It’s Never Been Done Before

Source: Webtrends tracking

161%

11%

109%

36,477page views

Emerson Q2 Earnings onMay 7, 2013 was the most active day of the month with 13,344 visits generating:

25%

International visits increased 25% year-over-year from 53% in May 2012 to 66% in May 2013

MARKETING AND IT MUST COLLABORATE ON STRATEGY TO MEET BUSINESS DEMANDS

PersonalizedSimple ImmediatePredictiveAlways Available

Emerson Marketing and IT StrategyMust be fast, secure and reliable

Establish a framework that could scale across business to build ‘voice’

Collaboration MobilityBig Data Cloud

Customer Expectations Technology Trends

Business Initiatives

SolutionSelling

Superior Customer Care

Perfect Execution

Enriched Business Models

BECOME THE CHIEF TRANSPARENCY OFFICER: DESTROY SILOS

Total Visits 23,305

UniqueVisitors12,659

Total Page Views 75,178

pages viewed per visit

www.TheExtraMileWithCharlie.com

54% New Visitors

46% Returning Visitors

3.23

63% of visitors from U.S., 37% of visitors were international.

Social Shares

52% of visits

33% of visits

13% of visits

BECOME THE CHIEF INSPIRATION OFFICER: DESTROY SILOS

WHAT IT TAKES TO BE A

TRUE MARKETING LEADER

AND INNOVATOR

Kathy Button Bell@Emerson_News

@Emerson_KathyBB