I recently had the pleasure of speaking to a meeting of the London region of the CIM, sharing the platform with Anthony Thomson, chairman of Metro Bank.

My theme for the evening was marketing’s readiness to lead change and develop powerful customer experiences. After 8 years as CMO of Hilton International, striving to transform that great brand’s customer experience on a global basis, I had a few ideas I was keen to share.

The challenge facing just about any business today is leading and managing change in order to improve competitive performance.  Managing change is a complex and costly field.  It’s fraught with pitfalls and success generally requires specialist knowledge and experience.

Yet despite this, how many businesses hire specialist managers or external support with a proven track record of delivering successful change programmes? In my experience very few, which is perhaps why so many change initiatives falter. The pattern of “launch it – neglect it – re-launch it” is a familiar one yet CEOs, COOs and CMOs continue to make the same mistakes.

When it comes to brand and customer experience, marketing should surely be the catalyst for major internal change…change that transforms what customers receive…change powerful enough to influence customer buying decisions. Marketing should be the glue that holds everything together, harnessing the energy and talent of all key functions to achieve the desired outcome.

The question is, are marketing departments and CMOs, sufficiently equipped and influential to lead the change that’s required….to secure the necessary investment…to persuade and unify senior colleagues and inspire people behind a shared vision?

A recent CIM survey suggests that in far too many cases the answer is NO, a conclusion reinforced by continuing debate about the lack of robust financial, operational and broad-based commercial skills that are essential for anyone wishing to influence business strategy and shape customer experience.

In my experience of leading and managing change across organisations like Hilton, Stakis Group and ScotRail and with clients at ABCG, the most common barriers to successful change continue to be:

• Failing to identify all costs and plan adequate investment  2-3 years ahead
• Failing  to anticipate & plan for the operational complexity of change and resources required
• Failure to deliver sustained programmes of engagement and communicate over time
• Failure to identify & remove the infrastructure that stifles change & rewards ‘old’ behaviour.

These prickly issues are at the heart of managing change and shaping competitive strategy.  In my view, these are issues with which CMOs and aspiring marketing leaders must be conversant if we’re to play the leadership role our chosen discipline demands.  So may I humbly suggest that it’s time to dig into the nuts & bolts of what really makes out businesses run, to build our experience and with it our credibility and demand to be heard at the most senior levels.  We owe it to our customers.

Mike Ashton’s website is http://www.abcg.co.uk/

Photo credit: Vaughan Williams

Effectively monitoring the wider business environment to continually support strategic goals is not an unfamiliar concept however for marketers who design effective short, mid and long term plans they will now face their toughest professional changes in the months and years ahead. Recent reports from sources such as the Financial Times and the Economist have shown that even the most senior analysts are not able to accurately predict the business reactions within the current economic crisis.

The fact that there are currently many business variables globally will mean that any fast paced planning should be much more considered as this will likely effect the marketing plan. Traditionally these highly effective analytical economists have been the benchmark when predicting business and will demonstrate to marketers that they will not only need the ability to create and design robust plans but will have to ensure that a reactive mechanism and a fast radar sensing factor built within  plans in order to account for fluctuations within the business world.

Having a strong ability to react well to fluctuating market changes which influence the commercial ability of businesses will be of great importance to marketers as identified in Marketing Week August 11, 2011; 19 ‘How Marketers can climb to CEO level’. Building corporate empathy and having a broad and detailed understanding of where marketing actually fits in to the corporate platform will likely win respect from the commercial or sales director.

The commercial team will have the most influence and decision power towards the board of directors in turbulent times of order to recommend how best to manage financial fluctuations in order to remain top of the business game. By demonstrating that marketing not only understands and reacts well to the sensitive economic environment but also to find effective solutions, (‘Fix’) and advise on business challenges through their own marketing expertise.

Through concise and regular monitoring of the market (constant analysis/research and radar sensing) marketers will be able to assess both traditional and digital platforms in order to make flexible informed decisions that can then be demonstrated within marketing plans. It’s time for marketers to fully reach out to commercial teams in order to grow to assist the business in order to grow this to a new strategic level so that finally marketing gain total corporate recognition and credibility.

Consumer trends, slower and erratic market growth and the threat of a double dip recession will at the very least provide justification for marketing professionals to be even more meticulous to detail and look even wider than ‘out of the box’ in order to identify and close possible gaps and then have a contingency plan to suit. The difficulty then will then not be with the currently designed strong plan that does reflect quality marketing messages but the economic and analytical front line now ‘blurred’ by the current dimensions of the disruptive business world.

As always the 999 call must be for marketers to ‘Fix’ and cope with the challenging corporate terrain in order to retrospectively demonstrate that the marketing function is much more than sales, corporate events and a catchy campaign or tag word. From here on marketing will provide total clarity, strong leadership and a brighter futuristic understanding for the corporate world to embrace.

More from Kevin

Hear more from Kevin by reading his other articles; Leadership Verses Micro Management, and The New Leaders of Marketing.

The Women in Marketing Awards celebrate excellence in marketing by women and for women across the Greater London Region. Entry is free, and open to women in the marketing profession, and to men who are responsible for marketing campaigns aimed at women.  You can enter as many categories as you wish, and can even nominate a colleague for an award as a surprise.

The deadline for entries this year has been extended to Thursday 22 September, so you still have the opportunity to put together an award-winning entry. This year, the qualifying area incorporates all of London and the Home Counties, including Essex, Hertfordshire, Bedfordshire, Buckinghamshire, Oxfordshire, Berkshire, Hampshire, Surrey, West and East Sussex and Kent.

The Awards have raised the bar this year, and with many expert marketers from YouTube, Nokia, Fallon, the BBC and Eurostar on the Judging Panel, the competition is really hotting up across the London Region. So put your best entry together and enter today.

Prizes include:

• A fabulous crystal paperweight prize from Swarovski
• A luxury goody bag including the new Nokia E7 smart phone
• Free UK hire car from Europcar
• A one to one session with Lynne Franks for the winner of the Best Female Leader in Marketing category
• A signed copy of Grow the Modern Woman’s Handbook, by Lynne Franks for all female winners
• One month free membership of Lynne Franks’ Bi-Hive business club for all winners
• Two night bed and breakfast stay at the 5 Star Luxury Spa Hotel & Golf Resort of Gleneagles in Scotland, plus a round of golf for the Best Male Marketer for Women’s Campaign category
• One winner will receive £150 off a CIM/CAM Digital marketing course, scheduled for start with the Student Support Group in February 2012, normal price is £595 +VAT. The winner can choose from our DME or DMP short courses, further information available on request. 
• Parfum Parfait luxurious consultations worth £95 each.

Terms and conditions apply to all prizes, see www.wimawards.co.uk for details.

If you’re in need of some inspiration, check out the tips in the interviews with the judges.

Book your tickets

Plus, you can now book your tickets to attend the ceremony. Prices start form just £55 for members and £65 for guests.

London members were keen to voice their opinions on the subject of marketing planning last month.  Have a look at some of their comments and see if they strike a chord.

Does your organisation have a marketing plan?

90% of member’s answered yes.

Tell us how you’re involved in producing marketing plans for your organisation

“I put together the strategic marketing plan for the sector that I cover” Lucinda Highley, Director, Fitch Ratings

“I’m a consultant and prepare marketing and commercial recommendations for clients, which are currently the Fairtrade Foundation” Iain Paton, Managing Director, Interns Work Ltd

“I focus on strategic communications and provide advice to the marketing team on communicating the plan to executive leaders in the business” JoAnne Hughes, Strategic Communications Manager, Cisco

After the success of our recent national poll to see which marketing models are the most useful to today’s marketers, tell us which models you use for marketing planning

Boston Matrix – 19%
7Ps – 12%
4Ps – 6%
SOSTAC – 6%
None – 4%
Other models – various responses include the Ansoff Matrix and Segmentation, Targeting and Positioning Model – 32%

29 November 2011, Hotel Russell, London
CIM London members receive a £150 discount – Quote ‘CIM’ under ID Code online.

Smart players with all sorts of budgets are mobilising and monetising social media on a daily basis and by taking their communications strategies to the next level, really stretching the boundaries of what social media can achieve.

Join twenty-seven social media experts including LEGO, adidas, Facebook, American Express, Google UK – YouTube, Domino’s Pizza, Vodafone, Standard Life, BT,  Universal Music, Volvo and many more as they reveal their winning, tried and tested social media strategies to cut through all the noise, mobilise engagement and clearly demonstrate real results.

CIM London members receive £150 discount.  Just quote ‘CIM’ under ID Code online.

Plus, there are two separately-bookable half-day workshops on 30 November.

Morning – Evaluation & Monitoring: Winning The Social Media Business Case
Afternoon – Best Practice Crisis Management: Quick Decisive & Professional Crisis Comms

We spoke to Lynne Franks, business woman, author, broadcaster and speaker about this year’s Women in Marketing Awards.

Lynne is kindly offering a range of prizes for the winners and attendees of this year’s Awards, and has given her support to Awards Creator, Ade Onilude, for advice and guidance along the way.

Lynne, tell us, why are you a supporter of the Women in Marketing Awards?
As a business woman, I’m delighted to see such an event tailored towards women in the industry. It’s also great to see men rewarded for their campaigns for women’s products. I’m the Founder of SEED – Sustainable Enterprise and Empowerment Dynamics – which is a provider of women’s learning and coaching programmes on economic empowerment, sustainable business practices and creative leadership. I also run a global on and off-line women’s support network. So an event that empowers women is right up my street and I’m so pleased to support it.

Tell about your women’s business club, B.Hive
I founded B.Hive which was my dream for a different kind of business club where all good marketing women should gather in a feminine space to network and share their stories. We’re the only women’s business club in the country, with locations in Covent Garden, Bristol and Manchester. More women than ever are starting their own businesses, freelancing or taking leadership roles in large companies, so B.Hive is a place for members to have meetings, catch up with emails and hold events in a space that reflects ‘the feminine way of doing business.’

Membership to B.Hive usually costs £25+vat per month, but I’m offering all winners and attendees of the Women in Marketing Awards a month’s free membership.

Plus, the winner of the Best Female Leader in Marketing category will win a one to one session with me, and all the female winners will win a signed copy of my Grow the Modern Woman’s Handbook.

Why should members enter the Women in Marketing Awards?
Well for a start it’s a challenge and there’s nothing I’d like more than a challenge. These Awards are a real opportunity for you to shine and set yourself apart from the competition. Winning or being short listed is a real CV booster, and a great talking point when meeting colleagues and peers at events.

What would be your advice for those entering?
I’d like all entrants to get creative. Put a presentation together that will knock those judges socks off and make sure you stand out from the crowd.

You can’t get more inspiring than that! Enter the Women in Marketing Awards today - entry deadline is 7 September.

The Women in Marketing Awards are exclusive to the London region and celebrate the outstanding performance of London’s best female marketers. There is a male marketer’s category for men working on women’s product campaigns. Entering these Awards is your opportunity to shine, and showcase your work with the industry.

“Women in Marketing events keep evolving. This year marks a shift towards recognising leadership, thanks to input from, Allyson Stewart Allen. We’ve added a new category for Professional Services, and there is still a category for male marketer – so gentlemen no excuses!”

“It’s been an exciting time for me working closely with Gail Gallie, CEO of Fallon London, who’s been instrumental in recruiting a star line up of judges. So members it’s your turn to shine. Put yourself forward or nominate, it’s going to be a great celebration on the 3rd November. We look forward to receiving your entries by the 7 September – good luck!” Ade Onilude, Awards Creator

Categories

1. Best Female Leader in Marketing.
2. Best Female Leader in International Marketing.
3. Female Fast Track Marketer of the Year.
4. Best Female Marketer – Private Sector.
5. Best Female Marketer – Not-for-Profit.
6. Best Male Marketer for Women’s Campaign.
7. Best Female Marketer – Professional Services – sponsored by BDO.

Important deadlines

Entry deadline: 7 September 2011
Finalists announced: Early October 2011
Awards ceremony: 3 November 2011.

Visit www.wimawards.co.uk for further details and to enter.

Friday 1 July could be ‘just another day in the office.’ Or it could be an unforgettable day out with friends, colleagues or clients. Now in its third year, the Marketing Industry Triathlon is the perfect opportunity to challenge your clients, network and support The Prostate Cancer Charity, one of the Greater London Region’s charity partners.

As the number one men’s health charity, fighting the most common cancer in men, The Prostate Cancer Charity is delighted to partner with The Marketing Agencies Association to not only raise awareness and funds but also flag up prostate cancer to over 500 brands and agencies.        

Last year saw a high number of entries from brand side marketers including over 20 teams from 02, Google, Arc and Creston PLC. The event takes places at Dorney Lake, the official venue for the Olympic rowing and is a great day out for mixing business with a bit of competitive pleasure! 

This is a great opportunity for team-building and engaging clients, so sign up before the 27 June and enter at www.marketingtriathlon.co.uk

The Women in Marketing Awards are exclusive to the London region and celebrate the outstanding performance of London’s best female marketers, and male marketers working on women’s product campaigns.

Receiving recognition for your hard work brings great satisfaction and boosts your profile, and entering these Awards is your opportunity to shine, and showcase your work with the industry. So send out a clear message that your marketing is exceptional, and get that competitive edge above your peers visit www.wimawards.co.uk and enter today.

The categories – free to enter

1. Best Female Leader in Marketing
2. Best Female Leader in International Marketing
3. Female Fast Track Marketer of the Year
4.  Best Female Marketer – Private Sector
5.  Best Female Marketer – Not-for-Profit
6.  Best Male Marketer for Women’s Campaign
7. Best Female Marketer – Professional Services – sponsored by BDO

Headline sponsored by KevinAllenPartners and Kraft Foods, this year’s Women in Marketing Awards are judged by a panel of high profile and expert markers including:

• Gail Gallie, Fallon London
• Daryl Fielding, Kraft
• Anna Bateson, YouTube EMEA
• Emma Harris, Eurostar
• Helen Kellie, BBC Worldwide
• Andrew McKinlay, Nokia
• Allyson Stewart-Allen, International Marketing Partners.

Important deadlines
Entry deadline: 7 September 2011
Finalists announced: Mid October 2011
Awards ceremony: 3 November 2011.

Have you heard about the Linked In group for London members? It’s getting a lot of attention from members and plenty of discussions have been springing up daily, so it’s well worth a look.

The group is an online addition to the popular Meet with Drinks networking events that take place every month across the capital. So now, you can keep in touch between events and start topical discussions with like-minded marketers.

When you arrive on the Linked In website, you’ll need to search for the group called Meet with Drinks – Network for London Marketers and request to join. It’s that simple and you’ll be in touch with a whole host of opportunities to make good connections within your industry. What are you waiting for!