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RESEARCH MUST CHANGE
Stan SthanunathanVice President – Marketing Strategy & Insights
March 2011
WHAT ARE CEOs THINKING?
GLOBAL CEO STUDY 2010–CAPITALIZING ON COMPLEXITY
Source: IBM CEO Study 2010
Embrace ambiguity Take risks Forget “Tried-and-True”
EMBODY CREATIVE LEADERSHIP
Honor your customers Stay in sync with customers Profit from information
REINVENT CUSTOMER RELATIONSHIPS
Simplify Manage systemic complexity Be Fast and flexible Go “Glocal”
BUILD OPERATING DEXTERITY
QUESTIONS FOR US
What are the implications of
operating dexterity?
How does creative leadership in
insights look like?
What are the implications of
reinventing consumer
relationships?
BUSINESS “AS USUAL” is not an option
OUR ROLE…Provide provocation and inspiration that drive transformation and actions that generate growth
Using the past to predict the future will result in anemic growth…
TRANSFORMATIONAL GROWTH calls for dreaming about the future and taking stakeholders there
TECHNOLOGY CHANGES AT AN ACCELERATED PACEWe need to be ahead of the curve.
“Fine-Tuning” is NOT an option
Following the change as quickly as possible
Providing insights
Quantifying the expected
Leveraging “what we know”
Focus on technical challenges & better mousetraps!
Helping companies to shape the change
Provoking transformation
Listening for the unexpected
Seeking “what we don’t know” & “how to know what we don’t know”
Focus on ROI, better execution & value creation
IT IS NOT ABOUT:
IT IS ABOUT:
INSPIRE
Helping companies to shape the change
Provoking transformation
Listening for the unexpected
Seeking “what we don’t know” & “how to know what we don’t know”
IT IS ABOUT:How do we know where the puck is going?
What type of skill set and people do we need to bring the inconvenient truth to the table?
How do we train ourselves for listening for the unexpected?
How do we think about new tools and approaches to listen for the unexpected and generate provocation?
EXECUTE
What are the business drivers?
What do we need to do to drive business drivers?
What are the leading metrics?
How do we transformationally improve ROI?
Focus on ROI, better execution & value creation
IT IS ABOUT:
OUR ESTEEMED PANELJoe Tripodi
Eric Salama
Joan Lewis
Kevin Lane Keller
EVP & Chief Marketing & Commercial Officer, The Coca-Cola Company
Chairman and CEO, Kantar
Officer, Global Consumer & Market Knowledge, The Procter & Gamble Company
Professor of Marketing, Tuck School of Business, Dartmouth College
THANKYOU
