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2 AUG 2011
Issue # 43
| Paul Writer Marketing Booster Shot
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Yo! And as we highlight in this issue, 64% of marketers haven't attended any training in the last one year. And roughly 50% of marketers feel the need to move to another organization in order to grow their careers. Hmm. Wouldn't attending good conferences be a great way to (a) ensure you are not getting rusty and (b) meet people who can guide you to your next job? (Shameless plug - attend The Futurist CMO . Hosted in association with IBM and with corporate partners such as Dell, Vdopia and Unmetric, we are going to focus on the modern aspects of marketing. See who's attending here.) As Nita Kapoor of Godfrey Phillips (one of our Hall of Famers) says, CMOs should evolve into CEOs. But our research shows that many marketers are struggling with empowerment and budgets. I also wonder if they are stuck in the methodologies of the past. Outside of the FMCG firms, marketers rarely make it to the boardroom. Can we begin the change? If you're interested in joining us on Aug 25-26 in Gurgaon, register here , or email me to explore speaking opportunities and the Hall of Fame. Oh, and if you like our newsletter, please do share it with your colleagues. And if you have feedback, please let me know. |
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| I see CMOs evolving into future CEOs - Nita Kapoor, Executive VP, Marketing & Corporate Affairs, Godfrey Phillips India Ltd
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by Jessie Paul
|  |  With over two and half decades of marketing and communications experience, Nita Kapoor is responsible for brand and marketing at Godfrey Phillips India across categories of tobacco and other diversifications like tea and candy. She also handles the Godfrey Phillips corporate image.
Nita believes that Indian marketers will have to balance the spoilt urban consumer, the evolution of the rural consumer and the emergence of the small town consumer; and with that brand life stages will no longer be universal or singular. There are going to be multiple brand life stages in different parts of the country, and sometimes in two neighbouring states itself. Brands will have to manage different life cycles. It will be about managing multiplicity and telling simple stories.
When asked about what she defines as the Futurist CMO, Nita expressed that CMOs are converging with the CSO, and are evolving into the future CEO. Most CMOs today are increasingly interfacing at the organisational strategy level, and harnessing the brand equity for their companies through new brand offerings and also by brand diversification. Click here to read on.
Nita Kapoor, Executive Vice President, Marketing & Corporate Affairs, Godfrey Phillips India Ltd is featured in Paul Writer's Futurist CMO Hall of Fame.Click here to view our other Hall of Fame inductees.
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| Marketing Insight #6 : 64 % Marketers Haven't Attended a Marketing Training/Workshop in the Past One Year
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Paul Writer's Research: What Marketers Really Want
| |  Paul Writer's recently conducted survey on "What Marketers Really Want" showed that 64 % marketers haven't attended marketing training in the past one year. This certainly will hamper marketers abilities to stay abreast of the trends, network with peers and learn from industry best practices. In other words, stunt their potential to become Futurist CMOs.
However, our survey also results showed that 21% companies were willing to organise marketing workshops in-house and another 21% facilitate third party workshops for employees. So for at least some of our marketers, the opportunity exists to be availed. Read on.
Shameless plug - attend The Futurist CMO like these smart marketers (http://paulwriter.com/futuristcmo/who'sattending.html)
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| How Social Media Muteness Endangers Your Company: The Crisis at McKinsey
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By
Christopher Koch
| |  McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously-and when you lack the ability to respond in the moment through social media.
Despite its prowess in thought leadership-McKinsey failed to realize that companies that lack a human face and hide behind their brands-no matter how good those brands are-will suffer in the era of social media.
There are many things that social media can't do, but one thing they can do is give you the opportunity to turn on a dime and inject thought leadership into the conversation when it is most needed. Companies that can't do it will suffer the consequences. So what lessons does the recent McKinsey experience have for us marketers? Read on.
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| Demand Generation Necessary For Lead Generation!
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by Merlin Francis
| |  A Google search for Demand Generation Vs Lead Generation, will lead you to some really interesting posts which explain in detail how Demand Generation covers all marketing activities a company undertakes to generate leads and interest in its offerings. While Lead Generation is a subset of Demand Generation where those interested in the offering are then converted into customers.
In other words, it is marketing's job to go out in the market, create a buzz and get the target audience interested in the company's offerings, while it is for sales to find the people who are interested in the offerings, pursue (read nurture) them till they take the final plunge and convert into a customer.
But this distinction has undergone a sea change in the last couple of years with the advent of Marketing Automation and it's increased adoption in the B2B space. Not only does Marketing run targeted campaigns to attract prospects, but it also sifts through dozens of these prospects to find the hot/promising leads which it can pass over to sales for conversion. Simply put, sales covers the last mile of Lead Generation, while the rest of the journey is initiated and managed by marketing. Read on
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| Marketing Insight #5: 50% Marketers Feel They Need to Leave the Organisation to Grow their Careers.
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Paul Writer's Research: What Marketers Really Want
| |  50% of the marketers feel the need to leave the organisation to grow their careers, and only 23% of those surveyed wanted to build their long term careers in the organisation in Paul Writer's survey on What Marketers Really Want.
This can be examined under the light of:
> Ability of marketing to impact the organisation: This factor is ranked first on the scale of professional importance. Our survey results show that 73 per cent of marketers do not find marketing playing a strategic role in the organisation
> Empowerment: Only 25 % of marketers are independent decision makers
> Compensation: With marketing budgets making up less than 5% of company revenues, marketers are working on tight budgets
> Work-life Balance: Only 43% of marketers felt that the organisation supported a healthy work life balance
What can Marketers do? Read on
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for B2B marketers
2500+ members | 50+ contributors | 250+ articles
Visuals sourced with thanks from Flick'r. Acknowledgement provided in the main article.
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