The

C M O Agenda
Issues in Marke3ng
Strategic and Opera3onal
Management

Prof. Jean-Pierre Baeyens
hBps://proEaeyens.com
 Module 1
Choosing the game you play
Purpose of marke3ng
in todays business and society


MARKETING ?
classical marke3ng is like classical music...it
can be beau3ful but nobodys listening to it...

3
 POSTMODERNITY

the Y genera3on is
crea3ng new models
redening poli3cal, economical, cultural
and educa3onal power structures

digitality
allows people to manipulate virtually
every aspect of the media environment

change has become the status quo.

POWER TO THE PEOPLE !

John Lennon
 SPEED

GLOBALIZATION

TECHNOLOGY

COMPETITION

VUCA
 THE FUTURE ISNT WHAT IT

8
SPEED USED TO BE !

EV !
!
! GLOBALIZATION
!
!
!
!
TECHNOLOGY
!
!

!
! COMPETITION
! ! ! ! !SUSTAINABILITY IS
! ! ! !THE STRATEGIC ISSUE
VUCA COPING WITH CHANGE FACTORS
MASTERING YOUR DESTINY
 STRATEGIC CHALLENGES
SO WHAT ? FOR BUSINESSES AND
ORGANIZATIONS ?

1. IMMEDIATE SURVIVAL

2. LONG TERM SUSTAINABILITY

3. SHORT TERM & LONG TERM

PERFORMANCE


Marke3ng is a process ini3ated by


organiza3ons in order to get control


over transac3ons that are crucial for


their immediate existence and their

future


Businesses and organiza3ons
can survive in the long term if and only if they can lead

repeated protable transac3ons.

Protable means that they are able to fulll their ul3mate mission i.e. crea3ng

economic value in a socially controlled environment or crea3ng social value while
balancing cost and revenue over the long term.
Marke3ng is the process ini3ated and managed by organiza3ons in order to generate
these repeated protable transac3ons in such a balanced way.(long term sustainable
business) .
Repeated protable transac3ons will occur because marke3ng means genera3ng
sa3sfac3on for the client both during the transac3on and the usage of product or service
(no3on of transac3on & usage marke3ng)
If the marke3ng process is well managed, the client will be willing to repeat the
transac3on again and again and/or to recommend to other people to do so (no3on of

rela3onship marke3ng)

Performance ? 3 stages of customer experience
3 dimensions for marketing

TRANSACTION USAGE

RELATIONSHIP



The 3 dimensions of marke3ng



Transac5on marke5ng
A supplier (of products, services or ideas) ini3ates and implements a process
aiming at convincing a poten3al client to carry out a transac3on bringing to each

of them a feeling of sa3sfac3on.

This process may lead to a negocia3on.

Usage marke5ng

A supplier imagines and manages a specic usage experience aiming at
delivering partners / clients
sa3sfac3on ina context of immediate consump3on
or longer term u3liza3on. Value perceived through usage should lead customer
loyalty and/or to diusion
of supplier reputa3on.


Rela5onship marke5ng

A supplier builds and m aintains trushul long term rela3onships with a group of
clients (partners) in order
to carry out repeat transac3ons to everyones
sa3sfac3on. This process leads to the crea3on of a marke3ng network that

becomes one of the suppliers prior assets
 WHAT
MARKETING
MEANS
TODAY
technology
crea3vity
innova3on
crazy ideas

If I would have listened to people, i
would have invented faster
horses...
Henry Ford I
 copyrights
Baeyens vn 2013
Traditional models
are dying !

AIRLINES
MEDIA

POLITICS
MUSIC

TELECOM

ADVERTISING

FRINDSHIP
FAMILY
TEACHING
BANKING
MARKETING & CORPORATE CULTURES.
WIKI
ORIENTATION
External
SOCIETY
Vision ORIENTATION

CUSTOMER
ORIENTATION
Disrup5ve
SALES innova5on
Time cultures
ORIENTATION

PRODUCT
ORIENTATION

PRODUCTION
ORIENTATION
Internal vision
 Listen to
customers
con5nuously

Understand
customers needs
and wants to
oer the ideal
value proposi5on Build close and
trusPul
Use the rela5onships and
reverse work together on
pyramid model of problem solving
All company organiza5on
people leave
factories and
oces to visit
customers CUSTOMER CULTURE
hBps://www.youtube.com/watch?v=OO_XzMaN32s
 Dont listen to
customers !
Listen to
society !
Always link
new products,
services,
ideas,to an
Always create social
ideal
value
Time
and get employees
to build the
Understand and
reputa5on
Include CSR preempt
in the megatrends
marke5ng
budget
SOCIETAL CULTURE
 CHANGE your culture
Dont listen to
WIKI ORIENTATION
customers !
Sleep with
External Vision
customers ! Forget about
logic,
Go back to
ins5nct Always propose,
always test new
Integrate failure products,
Time
costs in the services, ideas
marke5ng
budget Always create value
before, during and
aWer the sale.
Work on trust &
WIKI CULTURE reputa5on
DISRUPTIVE CREATIVE CULTURES

Openness
Freedom
Uncertainty
Limits
Uncomfort
SSS (small simple steps)
----------------
Debate
Failure
Surprise
----------------
Changing role of marke3ng func3on
before today
Data analysis
manufacturing
sales Supply chain

marke3ng
360
sales hrm
marke3ng


IT

Customers, partners, society

 Demand-based
marke3ng
product
TARGET solu3on
services
MARKETS
Customers, users,
inuencers, prescriptors,
distributors,...
image feelings
emo3ons
experience
REPUTATION

(OVER)
LOYALTY price, cost
SATISFACTION
ADDICTION from perceived value sacrice eort
reason based / emo3onal
 Innova3on-push
marke3ng

product TARGET
solu3on MARKETS
services Customers, users,
inuencers, prescriptors,
distributors,...

image
feelings
emo3ons
REPUTATION experience

(OVER)
LOYALTY price, cost
SATISFACTION
ADDICTION from perceived value sacrice, eort
reason based / emo3onal


corporate vision/
main philosophy strategy

-------------------------------------------------------------------------
key choices
marke3ng strategy


---------------------------------------------------------------------------
execu3on planning integrated


------------------------------------------------------------------------------ marke3ng plan
monitoring
KPIs
 The 2020 CMO

Strategist
Coordinator
Inspirator
Fighter
Trend hunter
Deal maker
Evangelist
Design thinker
....