Webinar Culture Is Key To Marketing Innovation Velocity Bert DuMars, Vice President & Principal Analyst July 17, 2013. Call in at 12:55 p.m. Eastern time @bwdumars

Marketing Innovation Learning Can Come From The Most Unlikely Places Source: http://online.wsj.com/article/SB10001424127887324678604578340752088305668.html and http://www.wired.com/underwire/2013/03/publishing-industry-next-chapter/

Agenda What Is Marketing Innovation? Leading Marketers Innovate In Amazing Ways Marketing Innovation Cultural Mindset Critical To Success Customer Obsessed Organizations Win What It Means And Recommendations

Marketing Innovation Is Hard & Getting Harder Source: Shutterstock

The Right Marketing Innovation Talent For Your Business Is Hard To Find Source: Shutterstock

Marketing Innovation Can Be Complex Digital Disruption Perpetually Connected Customers Evolving Customer Lifecycle Big Data Customer Experience Source - Shutterstock

There Is A Path To Successful Marketing Innovation Through Cultural Change Source - Shutterstock

Agenda What Is Marketing Innovation? Leading Marketers Innovate In Amazing Ways Marketing Innovation Cultural Mindset Critical To Success Customer Obsessed Organizations Win What It Means And Recommendations

Beam – Skinnygirl Cocktails “Lady In Red” Oscar Night Program: Trust employees to make the right call

Beam – Skinnygirl Cocktails “Lady In Red” Oscar Night Program Trust employees to make the right call Partnered with Dress For Success Charity

Skinnygirl Cocktails entrepreneurial spirit opens door to impactful event driven marketing Innovation Source: http://www.quadcitymomsblog.com/

Beam – Skinnygirl Cocktails “Lady In Red” Oscar Night Program Trust employees to make the right call

Chick-Fil-A’s Daddy Daughter Date Night program Builds Multi-Generational Loyalty For quick serve restaurant, the store, in store display, in bag flyers/invitations, social media, and easy digital experience positively affect spend. Chick-Fil-A DDDN program developed by operator in Kansas in 2008. Hyper-Local brand relationship building. 2010 first market test, 2012 86 markets participated. Experience solidifies relationship with parents and builds relationship with next generation customers.

Delivering convenience to the world. Empower The Organization Through A Big Audacious Goal And Powerful Brand North Star Delivering convenience to the world. Take advantage of physical locations to deliver digital based services.

Build Marketing Innovation As A Core Competency Nestle’s Digital Acceleration Team, designed to develop digital leaders An 8-month program educates hands on, then reseeds into organization http://www.youtube.com/watch?v=ktsMa8hfgY0

Four Companies Accelerate Marketing Innovation Source: May 14 2013, “Culture Is Key To Marketing Innovation Velocity” Forrester report

Agenda What Is Marketing Innovation? Leading Marketers Innovate In Amazing Ways Marketing Innovation Cultural Mindset Critical To Success Customer Obsessed Organizations Win What It Means And Recommendations

Cultural Change Is The Hardest Part of Marketing Innovation Understand Your Marketing Innovation Culture Determine The Value Of Marketing Innovation To Your Business Engage The Executive Team Rethink Hiring Practices

Marketing Innovation Depends On Cultural Biases Source: May 14 2013, “Culture Is Key To Marketing Innovation Velocity” Forrester report

Marketing Innovation Depends On Cultural Biases – Risk Averse Innovate Only When Forced Source: May 14 2013, “Culture Is Key To Marketing Innovation Velocity” Forrester report

Marketing Innovation Depends On Cultural Biases - Pragmatists Innovate Opportunistically Innovate Only When Forced Source: May 14 2013, “Culture Is Key To Marketing Innovation Velocity” Forrester report

Marketing Innovation Depends On Cultural Biases - Experimenters Innovate Opportunistically Innovate Only When Forced Innovate Rapidly But Lack Long-Term Strategy Source: May 14 2013, “Culture Is Key To Marketing Innovation Velocity” Forrester report

Marketing Innovation Depends On Cultural Biases – Customer Obsessed Flexibly Innovate To Achieve Audacious Goals Innovate Opportunistically Innovate Only When Forced Innovate Rapidly But Lack Long-Term Strategy Source: May 14 2013, “Culture Is Key To Marketing Innovation Velocity” Forrester report

Marketing Innovation Thresholds Are Defined By Company Culture Source: May 14 2013, “Culture Is Key To Marketing Innovation Velocity” Forrester report

Agenda What Is Marketing Innovation? Leading Marketers Innovate In Amazing Ways Marketing Innovation Cultural Mindset Critical To Success Customer Obsessed Organizations Win What It Means And Recommendations

Businesses need to be customer-obsessed Source: May 21, 2013, “Make B2B Marketing Thrive In The Age Of The Customer” Forrester report

Agenda What Is Marketing Innovation? Leading Marketers Innovate In Amazing Ways Marketing Innovation Cultural Mindset Critical To Success Customer Obsessed Organizations Win What It Means And Recommendations

Recommendations Be Bold Now And Accelerate Your Marketing Innovation Program The Best Marketing Innovations Come From The Ground Up Set A Big Audacious Goal For Your Organization Hire Digital Practitioners Who Are Great Communicators

What It Means Marketing Innovation Opens Your Organization To The Adjacent Possible

Upcoming Research Benchmark Your Marketing Innovation Culture – Q3, 2013 Evaluate Your Marketing Innovation Culture – Q3, 2013 Innovation Labs: Good Or Not – Q3, 2013 Agency And Brand Partnerships That Accelerate Marketing Innovation Velocity – Q4, 2013 Marketing Innovation Across The Customer Lifecycle – Q4, 2013

Questions? Image source: DukeGroups Hosting Program (http://dukegroups.duke.edu/)

Bert DuMars +1 617.613.8850 bdumars@forrester.com @bwdumars