Recke / Tinworth / Schrader Next Level CMO

How the role of marketing is changing completely
1. Auflage 2022
ISBN: 978-3-948580-95-7
Verlag: Next Factory Ottensen
Format: EPUB
Kopierschutz: 0 - No protection

E-Book, Englisch, Band 05, 300 Seiten, Format (B × H): 170 mm x 220 mm

Reihe: Edition NFO

In the 21st century, marketing is in the midst of dramatic change – and the CMO role is changing with it. The marketing of the 20th century was defined by mass production and mass communication. It required an inside-out logic that began with the product and ended with the consumer. Today’s marketing operates the other way around: it starts with people and their experiences and works its way backwards to products, technologies and processes.

Marketing is about to hit the next level, and thus the chief marketing officer role needs to grow to match. This book profiles marketeers and CMOs from leading brands such as Banana Republic, Bayer, Generali, Gucci, Jägermeister, Katjes, Oatly, smart, Tony’s Chocolonely, Unilever, Zalando and many more. What are their views, how do they perceive today’s marketing and their role in it, and what skills will every CMO need to meet the challenges of marketing in the future?

Autoren/Hrsg.

Recke, Martin

Tinworth, Adam

Schrader, Matthias

Inhaltsverzeichnis

Introduction: Ready Player One
by Matthias Schrader

Laura Eschricht
Global Marketing Director, Zalando

Sven Markschläger
Chief Digital Officer, Krombacher

Justina Rokita
Chief Marketing Officer, Moia

Jenny Fleischer
CEO, babymarkt.de

Volker Weinlein
Co-Founder of kiukiu, former CMO at Katjes International

Maria von Scheel-Plessen
Director EMEA Media, Gucci

Mauricio Barucca
Head of Marketing, Barmer

Isabelle Conner
Group Chief Marketing & Customer Officer, Generali

Patricia Corsi
Global Chief Marketing, Digital and Information Officer, Bayer Consumer Health

John Schoolcraft
Global Chief Creative Officer, Oatly AB

Lena Jüngst
Co-Founder & Chief Evangelist, air up

Jakob Berndt
Co-Founder, Tomorrow

Ynzo van Zanten
Post-Purpose Preacher, former Chief Evangelist at Tony’s Chocolonely

Debora van der Zee-Denekamp
Vice President Foods Benelux, Unilever

Martin Drust
Brand, Digital, Strategy, FC St. Pauli

Felix Jahnen
Digital Transformation Meister, Jägermeister

Björn Schick
Chief Experience Officer, smart Europe

Beate Rosenthal
Partner Global Consumer & Health Platform, Roland Berger, former CMO at Stada

Thomas Zimmermann
CEO, Free Now

Michael vom Sondern
Managing Director and CMO, onQuality, former Global Head of Digital Marketing & Sales at tesa

Jenny Gruner
Director Global Digital Marketing, Hapag-Lloyd

Ana Andjelic
Brand executive and one of Forbes’ “The World’s Most Influential CMOs”

Conclusion: Time to level up
Glossary

Leseproben

“We have completely lost the feeling and empathy of how communication should be. Everything is just about conversion.” Sven Markschläger
Chief Digital Officer, Krombacher — Grew up between two brothers and two sisters — In retrospect, this was the best management training he could imagine — Was fascinated by everything with little buttons and lights — As a Saarlander, he had to look for other hobbies than being a football fan Don’t get Sven Markschläger started on the current state of advertising. He’ll swiftly assert that it’s broken on all sides. “We have completely lost the feeling and empathy of how communication should be. Everything is just about conversion, and how we can disrupt people to the maximum to get any response. And that’s it. We are ruining our own entertainment channels.” As a huge fan of YouTube and Twitch, he is deeply annoyed by irrelevant ads shown to him repeatedly without any frequency cap. “We have completely forgotten how to tell stories. These days, the cat has to explode immediately, which of course is kind of good performance-wise. We didn’t understand at all how to transfer Mad Men into modern times, combining it with total push-pull advertising that comes out of the digital realm. We transferred that one-to-one without finding a sensible middle ground. And I find advertising really, really awful nine times out of ten today.” It’s a bold opinion to hear from the chief digital officer of Krombacher, a leading German beer brand that is family-owned and a big spender on advertising. But Sven means every word. It’s going to be a challenge, he predicts, to find a form of advertising that people still accept and that doesn’t send them to ad-free subscription services. “We screwed up. We didn’t manage to find a reasonable way of communication. When it comes to storytelling, maybe there are one or two Christmas spots that work well. Apart from that, we see hardcore performance acts pursuing consumers until they can no longer defend themselves, and all sense of proportion is lost.” That’s why he thinks one big challenge in the next few years will be conserving channels where marketeers can play out advertising in a reasonable way that people still accept. “We need to understand that advertising can’t get on everyone’s nerves so much that people don’t want it anymore.” How do we get out of this situation? Sven’s advice: make good advertising. His verdict is close to Orlando Wood’s assessment in his 2019 book Lemon. How the advertising brain turned sour. [1] Marketing overemphasises analytical thinking, Wood argues, and creative effectiveness declines. Sven believes marketing has lost courage because everything has to be predictable. For him, this is a greater challenge than technology. [1] — Wood, Orlando (2019). Lemon: How the advertising brain turned sour. Institute of Practitioners in Advertising. “We have simply lost a lot of our gut feeling for marketing and are trying to squeeze all of that into metrics.” But it’s the connection of both sides – the creative instinct of “Mad Men” and the hardcore number cruncher – that makes a difference. Sven believes in what he calls the triad of digital branding: Understanding how the technology works Having relevance for the brand A clear benefit for the consumer, be it purely functional or rather emotional. These three factors have to fit together. Asked for brands that are doing this well, he first mentions Sixt. Another exemplary case in his eyes was the launch of Gorillas. “I thought that was really, really good. It brought out the benefit and successfully conveyed the emotional and the rational.” He also gives car manufacturers a high grade of praise. “They are the ones you can look at the most in Germany. They do a good job of combining rationality with emotionality. There’s always an insane amount of emotionality and at the end, with a twinkle in the eye, there’s still German engineering, and why it’s so great. They also do a good job in terms of content on YouTube and the way they present it. So if there’s any advertising in Germany that I think is excellent, then it’s coming out of the automotive industry.” For Sven, data is one of the most important priorities in marketing today. For him, it starts with the structure, with what to do and how to do it. He warns about possible lock-in effects of enterprise solutions and calls for building cases agilely from the available data. “With the Krombacher Freunde, we have a group of friends where we can see what they are doing and when they are doing it, with individual communication. That’s where digital has its absolute strengths, because we don’t have to do it manually. Using a customer intelligence solution, you can achieve a high degree of individualisation. It simply works and you just have to get smarter and better.” Today, it should be a matter of course for marketing to deal with adtech, Sven argues, and he doesn’t feel like talking to media agencies anymore. He’d rather do self-service or have a demand-side platform. “I think that will also have an effect in all areas. At some point, you will buy out-of-home or TV via such solutions. Of course, a big ProSiebenSat.1 group will always try to market its premium placement itself. But I think there is no way around it.” When it comes to marketing organisation, Sven doesn’t believe in the classical agency model anymore. “That doesn’t mean anything,” he admits. “We also have colleagues in our house who see it differently.” For him, an agency can only support and give creative impulses that clients don’t come up with themselves because they are stewing in their own juice. But the old model of giving a briefing to the agency, they sweat for three months and then come back with four proposals won’t work anymore. “One of those proposals is off the briefing, one is completely stupid, one is what the person in charge kind of wants. And the fourth is the one that is a little bit of everything and probably the one that gets accepted. It will no longer work, but the marketing of the future has to be an agile process, more like software development.” Agile: an iterative approach to software development, used to respond to change; also used in other contexts, like marketing That’s how Krombacher’s digital marketing works today. They carry out all marketing projects based on two-week sprints, estimate projects, link estimates with objectives and key results (OKRs), and conduct reviews. At the same time, Sven insists, it’s important to provide creative freedom to implement and invent. With around 40 people, Krombacher has its own development teams and is building technology themselves. “We are agile, albeit not in a dogmatic way, and we have brought that into the company. Currently, we are rebuilding our units according to the Spotify squad model. [2] In fact, the power goes into the squads, and the managers are more like mentors, coaches and political enablers rather than someone who sits at the top and tells the people how it works, and I’d say we’re doing extremely well with that.” Objectives and key results (OKRs): a framework for measurable goal-setting and alignment in teams and organisations [2] — Fernandes, Thaisa (2017). Learn More About the Spotify Squad Framework — Part I. PM101. Spotify squads: cross-functional, self-organised teams focused on a specific product or feature (set) Sven happily reports that Krombacher is today where maybe an e-commerce fashion shop was five years ago. “We have created a basis that enables us to become active in all directions. Now we have to build it up and expand it.” Only recently, Krombacher launched Ready2Drink, their own e-commerce store based on Shopify. As of early 2022, the shop doesn’t sell beer, but beverages like Dr Pepper, Orangina, Ahoj-Brause, DirTea, and White Claw. Having dipped their toes into direct-to-consumer (D2C), the challenge is now to show it can make a value contribution. Direct-to-consumer (D2C): selling directly to consumers, without the need for wholesalers or retailers With five years and counting, Sven has spent more time at Krombacher than at any other company. Born in Saarland into an entrepreneurial household, he came into contact with the beer industry early on when he wrote his thesis as a working student at the local brewery Karlsberg – not to be confused with Carlsberg, the Danish multinational. Having studied digital media and technology, he began his career in marketing at Karlsberg. Lacking funds for TV commercials, Karlsberg invested heavily in below-the-line advertising at festivals as well as in digital marketing. So they came up with one of the first livestreams with videos and interviews from festivals. After a stint at Jägermeister, he joined StudiVZ as CMO right as Facebook was heavily pushing into the German market. So things went downhill...

Über Autor(innen)

Schrader, Matthias
Matthias Schrader is one of the digital pioneers in Europe. In the mid-90s, he founded the digital marketing and advertising agency SinnerSchrader and began developing e-commerce solutions for start-ups such as Intershop, Ricardo and buecher.de, which were thus able to go public earlier than expected. In 1999, SinnerSchrader itself went public and was one of the few young companies to survive the so-called "New Economy" and emerge stronger. In 2006, Schrader founded the NEXT Conference, which has become the leading conference for digital transformation in Europe. In 2017, the global management and technology consultancy Accenture acquired a majority stake in SinnerSchrader for a nine-figure sum. Today, Matthias Schrader leads Accenture Song in Germany, Austria and Switzerland.

Recke, Martin
Martin Recke is the corporate editor at Accenture Song. He has published books such as "Transformational Products" (by Matthias Schrader), "Parallelwelten" (in English) and "The Great Redesign" (2020) and writes regularly for the NEXT Insights blog.

In 2006 he co-founded the renowned NEXT Conference. Martin worked in marketing and communications at SinnerSchrader between 2001 and 2021. He is a political scientist and blogger with a background in journalism.

Tinworth, Adam
A business journalist by background, Adam Tinworth has been writing about the digitalisation of commerce since the dot-com boom in the 1990s. He has written for NEXT Insights for over a decade and his own blog, One Man & His Blog, for nearly 20 years.

Outside of his writing, he consults with digital businesses on their online content strategies and lectures in audience engagement skills and strategy at City, University of London.