UK MARKETING LEADERSHIPS LACK OF INSIGHTS FOR THE FUTURE
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1 UK MARKETING LEADERSHIPS LACK OF INSIGHTS FOR THE FUTURE INSIGHTS FROM THE CRANFIELD MARKETING DIRECTORS SURVEY 2014 Transforming knowledge into action
2 THE 3RD ANNUAL CRANFIELD MARKETING LEADERS SURVEY For the third consecutive year, Cranfield School of Management surveyed marketing leaders worldwide about their strategic, functional and tactical priorities for the year ahead. Whilst meaningful comparisons are drawn using the data obtained in the past couple of years, this is the first year that we have enquired about developing managers leadership, global marketing capabilities, and initiating Big Data programmes. Additionally, for the first time, we have asked about the Next 11 economies separately from BRICS. Marketing leaders commitment to breakthrough innovation remains unchanged from the previous surveys. When asked about their organisation s approach to product and service innovation, the number responding that we are investing in breakthrough new products or services was far lower in the UK than abroad. This is at odds with the fact that UK marketing leaders have stronger stated ambitions to grow in 2014 compared to their counterparts in the rest of the world. With respect to customer strategy, UK marketing leaders are similarly more aggressive in their ambitions for new customer acquisition and increasingly so in This possibly paints a picture of willing the ends but not the means. We seem to have stronger share, growth and customer acquisition ambitions in the UK, but are less likely than in other countries to follow a policy of breakthrough innovation in support of export led growth: the prescription widely suggested by economists as the solution for our economic problems. Cranfield s third annual survey of Marketing Directors priorities reveals that, despite facing a very different environment in 2014 than the previous two years, no significant changes have occurred in terms of marketing strategies. The survey reveals that: UK marketing leaders are more likely than their overseas counterparts to plan to grow and attract new customers through increased market share. Yet, paradoxically, UK marketing leaders are less likely to promote breakthrough innovation and growth in the emerging markets than are their overseas counterparts Surprisingly, marketers worldwide put low emphasis on Big Data initiatives despite it being heralded as the next frontier for innovation and competition UK marketers are more ambitious than in the previous two years regarding new customer acquisition Customer experience and relationship management continue to be top priorities whilst addressing customers sustainability concerns is the lowest The improved state of the British economy translates into a slightly higher emphasis on growth strategies for the year ahead: almost 87% of UK marketing leaders believe that they are planning to grow in 2014, the highest total in the past three years and this compares to only 75% in the rest of the world. However, the survey results show a worrying lack of attention from UK marketers to breakthrough innovation and growing their businesses in the rapidly emerging economies: the BRICS (Brazil, Russia, India, China, South Africa) and Next 11. This group includes the MINTs (Mexico, Indonesia, Nigeria and Turkey), a smaller but perhaps even more attractive group. The question therefore remains, can such market share growth expectations be achieved, and if so, would it be on a sustainable basis? PRIORITIES FOR THE MARKETING FUNCTION Results from the 2014 survey confirm that marketing leaders top three functional priorities for 2014 are: Taking advantage of the opportunities afforded by technology Measurement and accountability Developing skills and competencies to meet new challenges Taking advantage of technology has been the number one functional priority for the past three years in the UK and the top priority globally. Whilst overtaking cross functional collaboration as a priority in 2014, building influence on the Board fell even further down the list of priorities in 2014 versus Big Data initiatives are the least important to marketing leaders, which is surprising given the publicity around Big Data during 2013 and leaders emphasis on taking advantage of technology innovation. We remain concerned that marketing leaders are insufficiently focused on building influence with the Board and working collaboratively across functions given that marketing leaders are losing influence and the need for all functions to work together to deliver outstanding customer experience. 1
3 UK MARKETING DIRECTORS FUNCTIONAL PRIORITIES REST OF THE WORLD Taking advantage of the opportunities afforded by new technology Measurement and accountability 3 4/5 2 2 Developing skills and competencies to meet new challenges Building influence on the Board Cross functional collaboration 4 4/5 5 3 Developing marketing managers leadership capabilities 6 5 Global marketing capabilities 7 6 Big Data initiatives MARKETING DIRECTORS FUNCTIONAL PRIORITIES 1 st 2 nd 3 rd 4 th 5 th 6 th 7 th 8 th UK MARKETING DIRECTORS FUNCTIONAL PRIORITIES REST OF THE WORLD 2
4 MARKETING S TACTICAL PRIORITIES Marketing leaders top three tactical priorities for 2014 are: Customer Relationship Management Brand Building Customer Experience Tactically, CRM dominates for UK marketing leaders but not so abroad where building brand is the most important priority for Enhancing customer experience is important globally. Bottom of the tactical priorities are extracting value from social media and addressing customers sustainability concerns. The latter priority is somewhat counterintuitive given the enormous publicity around this issue and the public pronouncements of many of the worlds largest organisations. What emerges is a picture of marketing leaders understanding the what of success (e.g. brand, CRM, customer experience), but not necessarily the how to achieve it through building influence and collaboration. STRATEGIC PRIORITIES: UK MARKETERS VERSUS THEIR COUNTERPARTS ABROAD This survey has data from North America and Continental Europe marketing leaders which enables us to make comparisons and identify the following contrasts: In recognition of the changing environment and the need for a dramatic re-skilling of marketing, 58% of non-uk marketing leaders are planning a significant re-structuring of their marketing departments. However, less than half of UK firms plan similar restructuring. The UK figure of just under 50% has been stable over the past three years and this leads us to question the extent to which UK marketing leaders are grasping the need for profound change to the extent needed The average level of priority placed upon insight and analytics, and the low level of priority given to Big Data initiatives seem to correlate to their reluctance for an even greater number of UK marketing leaders planning for a significant restructuring Amongst UK marketing leaders there is a worrying lack of focus on expanding in the BRICS and Next 11 economies. This contrasts unfavourably with European and North American competitors 1 Finally, we contrast the extent to which marketing leaders believe that they have the resources needed to achieve their objectives in UK marketing leaders feel less resource constrained over the years and this is commensurate with the UK coming out of the severe recession. However, the rest of the world has a much stronger feeling that they have the resources they need to achieve their objectives UK MARKETING DIRECTORS TACTICAL PRIORITIES REST OF THE WORLD Customer Relationship Management Brand building Customer experience Insight and analytics Channel integration Co-creation of value with customers Extract value from social media Address customers sustainability concerns We combine North America, Europe and other countries to ensure adequate sample size and numbers by regions outside the UK. This should be treated with caution. 3
5 0% Market Strategy (% indicating option as main priority) UNITED KINGDOM NORTH AMERICA CONTINENTAL EUROPE AGGREGATED REST OF WORLD (NON-UK) Enter new markets Expand in the BRICS Maintain our current position Retrench and focus Expand in the Next The extent to which marketing leaders believe that they have sufficient resources for achieving UK 2012 UK 2013 UK 2014 REST OF WORLD All of their objectives Most of their objectives Not enough for many of their objectives Choices between objectives have to be made
6 SUMMARY The 2014 marketing leaders survey updates and expands the survey conducted in the previous two years. The following questions emerge: How will ambitious growth objectives be achieved? Compared with their counterparts abroad, UK marketers are less likely to seek growth in the emerging markets and introduce significant product or service innovation. Therefore, how do UK marketing leaders plan to grow their market share and attract new customers? Are we investing enough in the emerging marketing capabilities: Big Data, Analytics and Sustainability? UK marketing leaders feel more resource constrained and are less likely to restructure their departments to take advantage of the changing economy and technology. It is noteworthy that despite the publicity around Big Data, analytics and sustainability, these initiatives are not ranked higher than the brand and customer management on the list of priorities of marketing leaders. Perhaps this is a prudent judgement as to what marketing is all about, or perhaps we need more radical leadership if one is to believe the pundits promoting these emerging capabilities? ABOUT THE RESEARCH Cranfield School of Management conducted this years research between November 2013 January 2014, targeted at the Marketing Directors, Chief Marketing Officers (CMOs), Business Development and Commercial Directors, and senior marketing managers. In total 284 responses were collected with 217 of these representing complete surveys (76.4%). 80% of the respondents report directly to the Board of their firms. The respondents represent B2B organisations (60.8%), B2C organisations (7.9%), B2C & B2B hybrids (23.5%), NGOs (4.4%) and public bodies (3.4%). 53% of these organisations have yearly revenues on top of 50 M, with the remaining 47% having yearly revenues below 50 M. 65.2% of the companies represented by the sample are headquartered in the UK, 17.6% in Europe other than the UK, 10.8% in North America, with the remaining 6.4% elsewhere. UK marketing leaders lack sufficient focus on the BRICS and Next 11 economies, which is in strong contrast to other countries in North America, Continental Europe and the rest of the world. Do UK marketing leaders believe that there are sufficient growth opportunities domestically that need to be captured first, or are we witnessing the impact of selling so many of our businesses to foreign multinationals for whom the growing overseas markets are developed elsewhere? We therefore worry that the UK s top marketers need to show a broader leadership stance in promoting the degree of innovation and export led growth demanded by today s situation and to invest in building the capabilities their departments need around Big Data, technology led change and sustainability. 5
7 DR. STAN MAKLAN Dr Maklan is an experienced academic, marketer and management consultant with senior international management experience in blue chip consumer and business marketing companies. He is the Director of the Marketing Directors Programme and lectures on Cranfield s full-time MBA, MSc in Strategic Marketing and PhD research programmes in addition to executive courses. He is on the Editorial Advisory Board of the International Journal of Market Research and a member of the Academic Liaison Committee at the Chief Marketing Officers Council. Stan has worked with leading telecommunications, computing, consumer products, defence, automotive, electricity, water and professional services companies. s.maklan@cranfield.ac.uk Tel: +44 (0) DR. RADU DIMITRIU Dr Dimitriu is Lecturer in Strategic Marketing with Cranfield School of Management and at the same time Deputy Director of the MSc in Strategic Marketing. His teaching and research activities are centred around brand management, consumer behaviour and psychology and marketing strategy. Besides his involvement at the masters level at Cranfield, Radu is also involved in the doctoral programme and in executive teaching. He has industry experience as a marketing and statistical analyst, and has been engaged in customer data analytics and in market research consulting projects. He possesses a strong background in statistical and quantitative methods and speaks several languages, including English, Spanish, French, Portuguese, Norwegian and Romanian. radu.dimitriu@cranfield.ac.uk Tel: +44 (0) MARKETING DIRECTORS PROGRAMME The issues of strategy, innovation, growth, building power and operating at the Board level represent the core content of Cranfield s Marketing Directors Programme. Now in its 27th year, this programme puts Cranfield s leading experts together with senior managers and directors responsible for marketing in their organisations and seeks to build leadership skills and put marketing back on the strategic agenda in order to improve organisational performance. For more information visit T: +44 (0) E: som.action@cranfield.ac.uk 6
8 UK MARKETING LEADERSHIPS LACK OF INSIGHTS FOR THE FUTURE INSIGHTS FROM THE CRANFIELD MARKETING DIRECTORS SURVEY 2014 Cranfield School of Management Cranfield, Bedford, England, MK43 0AL T: +44 (0) F: +44 (0)
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