Page 21 - 10052 WORSH Marketor Issue 79.indd

Ian Ryder
How important is marketing 9LVLWLQJ 3URIHVVRU DW 6WRFNKROP
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at board level? DQG 7KXQGHUELUG %XVLQHVV 6FKRRO
Arizona
To all those of us from a marketing background this should be obvious – but how many of our community
could answer the question in a compelling way that was unable to be reasonably challenged by those who
disbelieve the true value of marketing?

In this short paper I will try to provide a amount of other ways marketers like “We’re harnessing the power of advanced
simple answer which I have to describe their role in life, including analytics to get ahead of customer trends.
developed and used throughout my some very good ones like “Protecting We see AI as a business opportunity
career as a CMO, CEO and Chairman DQG H[WHQGLQJ WKH FDVK ÁRZV RI WKH to redesign operations and create
WR RWKHU & VXLWH QRQ EHOLHYHUV business”, amongst many that do no unique customer experiences.” Guenter
Context justice to the fundamental Butschek, CEO Tata Motors Ltd
importance of marketing at all! In addition, McKinsey, and its peer
I need to clarify two things and frame
the scope of my comments. First, this is So, if we accept this as a premise, we organisations, are publishing on this
not looking at the other old chestnut, could enter the other popular debate topic. Two McKinsey papers focus on
but very important question, about around “who owns the customer?” “Engaging Boards on the Future of
“Why are there not more Marketing But instead let’s just look at who runs Marketing” and “Rethinking Customer
Directors in the Boardroom?” Second, the company, and operating team on Journeys with next generation
I am talking about an Executive the Board, and see what CEOs have operating model”, both of which
%RDUG WKDW LV WKH &(2 GULYHQ on their agenda. address our discussion.
RSHUDWLQJ %RDUG DQG QRW WKH 1(' The CEO agenda Summary
loaded senior Board overseeing large KPMG’s 2017 “CEO Outlook” gives us So much more evidence can be
corporates. these as their strategic priorities for found on this topic but, for the
Facts are a good place to start growth in the next three years: purpose of a very short think piece, I’ll
Why do commercial organisations • Increasing penetration in existing summarise by saying consider the
exist and survive? Actually for one markets opening quote by Mr Coase on the
reason only – because they have, and • Innovating new products, services purpose of a business, and also my
often retain, customers. A very simple, and ways of doing business statement that the only reason a
and oft forgotten, dismissed or business exists and survives is because
overlooked fundamental. • Penetrating new markets it has customers. Two very simple
• Expanding into new geographical concepts.
Nobel Prize winner Ronald Coase
(Coase, Ronald H. (1937) “The Nature markets Which discipline trains us to be the
of the Firm”, Economica) said the Does this ring any bells in our masters of understanding customer
reason for a company’s existence was marketing community? drivers and behaviour? Which
“Satisfying customer needs via Some quotes from the study include: discipline also trains us to build
relationships we maintain”. It may be “We have 23 million customers and their product / service based value
80 years old but I have never yet preferences are changing. They want propositions and delivery systems,
found a better, or more succinct their banks to be more relevant to them. backed up by support and service
seven words to set out so clearly what We’re spending a lot of time enhancing models?
I believe describes the broad the customer experience….” Brian How important is marketing at board
marketing task. There are a huge level? QED.
Porter, President and CEO Scotiabank

How mentoring works – a case study MENTOR
PROGRAMME

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Company of Marketors’ Mentoring Programme. Chris’s background is in brand and structural packaging
design for global brands, charity support, property and trust management. Lenny was keen to get his idea for
Mamoq, an ethical online fashion marketplace, up and launched.

Chris’s experience and Lenny’s thankful that I was suggested for this JXLGDQFH" :RXOG WKH\ EHQHÀW IURP
enthusiasm proved a good match. As programme. I would eagerly suggest GLVFUHHW FRQÀGHQWLDO DGYLFH RQ FDUHHU
Chris says: “I am enjoying the process WKDW DQ\RQH ZKR ZRXOG EHQHÀW IURP development?
of mentoring Lenny – a bright guy who PHQWRUVKLS E\ D OHDGHU LQ WKHLU ÀHOG
has worked really hard to get this should apply. The support and critical If any of these things resonate with
sustainable online outlet up and feedback that a mentor can provide you, or you know someone who could
launched at the end of last year. He is is absolutely invaluable for both EHQHÀW IURP EHLQJ FRQÀGHQWLDOO\
now applying for crowdfunding of personal and professional growth.” mentored by one of the Marketors’
£150k to build the venture.” Do you know someone who is highly skilled and experienced
Lenny certainly sees the value: “It is frustrated in their job or stuck in a rut? mentors, please contact Peter
going really well. Chris is an amazing Maybe they know where they want to
individual and is always ready to get to but not sure how to get there? Rosenvinge on 07905 903403 or by
meet/talk/help. I could not be Or perhaps they want to move to a HPDLO S URVHQYLQJH#VN\ FRP :KDW·V
happier with the match and am so different sector but need a bit of more, it is free!

MARKETOR SUMMER 2018 marketors.org 21