MARKETING is FINANCE is BUSINESS

Chris R. Burggraeve

Description

The every day priority of CEOs is creating sustainable business growth.  Focus on the bottom line, and on the top line. To make that happen, structurally connecting marketing better with finance is proving to be one the biggest challenges.

• How can I support my CMO and CFO to build a world class marketing capability using scalable, repeatable models generating sustainable pricing power on my key brands?


• How to keep my brand (portfolio) and corporate brand relevant to ever new generations?

• Everybody tells me to be digital. How can I avoid all these Silicon snake oil tools cloud my company’s focus on the fundamentals of marketing art, science and discipline? What are those fundamentals anyway?


• Last but not least, how do i sell my current and future level of marketing excellence to my board, to investors, and to stakeholders, while everything around me exponentially changes?

In July 2019, humankind celebrates 50 years since the first Moon landing. Driven by Branson, Bezos and Musk, and other new rock(et) star billionaires, Space Race 2.0 is generating a massive new investment and consumer change cycle no business marketer can afford to miss out on. To benefit from its transformative impact over the next 50 years, companies need to urgently upgrade all prevailing marketing and finance mindsets and models. Most date back 50+ years, to the Sixties, when Space Race 1.0 started.

Strap yourself in, as you will go for a rocket ride, organized in 4 stages:

Stage 1: Look Up: Adopt a New Galactic Mindset

Marketing and Finance are both Mars and Venus. Understand the impact and transformative power of the last 50 and next 50 years of Space. Start thinking beyond the historical think local, act local and think global, act global, towards a new unifying mindset that raises the bar: Think Galactic, Act Galactic.

Stage 2: Launch Preparation: Secure Basics Before You Fly

In flight, safety always comes first. Get your business marketing wings before you skyrocket. A crash course in the key marketing models for the CEO and CFO. A quick study of the one finance model each CMO should know. Also, understand the limits of models, and why people in the end crave miracles.

Stage 3: Lift-off: Successful Marketing in a Galactic Age

Discover Burggraeve’s 8 fundamental drivers of world class marketing capability (MC), expressed in a simple and memorable rocket metaphor: the MC- Rocket©. Build a sustainable brand business for the new Space Age.

Stage 4: Escape Velocity: Successful Investing in a Galactic Age

As a CEO, how can I better assess and explain my level of marketing excellence internally and externally? How can investors pick the best marketing driven companies? Discover an advanced concept for a new to the world marketing excellence and rating model: Alpha M™. Complete with its (downloadable) checklist audit, it will help investors assess and compare marketing capability excellence between companies, to pick galactic winners. Over time, the model can even help predict top line growth.

Preface: Why this book, and how to best navigate it? (pp)

 

STAGE 1  LOOK UP: ADOPT A NEW GALACTIC MINDSET

Chapter 1 Marketing and Finance are both Mars and Venus (pp)

Chapter 2 Mars is the new Moon (pp)

Chapter 3 The new Galactic Age: open for business (pp)

Chapter 4 Think Galactic, Act Galactic (pp)

 

STAGE 2   PREPARE FOR LAUNCH:BASICS BEFORE YOU FLY

Chapter 5 The Daedalus Paradox: why preparation matters (pp)

Test: ready to be a galactic marketer or investor? (pp)

Chapter 6 Key marketing models the CEO/CFO should know (pp)

Chapter 7 The one finance model the CMO should know (pp)

Chapter 8 Models work, but buyer beware (pp)

Chapter 9 From Marketing Dreams to Miracle$ (pp)

Certification: Congrats, business marketing wings (pp)

 

STAGE 3 LIFT OFF: SUCCESSFUL MARKETING IN THE GALACTIC AGE

Chapter 10 A new galactic marketing model (pp)

Marketing is not rocket science (pp)

Chapter 11 Fundamental 1 (why) - Pricing Power (pp)

Chapter 12 Fundamental 2 (why) - Purpose ( (pp)

Balancing Sin & Soul (pp)

Chapter 13 Fundamental 3 (what) - Brand Health (pp)

Chapter 14 Fundamental 4 (what) - Value Proposition (pp)

Chapter 15 Fundamental 5 (who) - Brand Business Leaders (pp)

Let Earth go (pp)

Chapter 16 Fundamental 6 (how) - The Power Toolbox

Chapter 17 Fundamental 7 (how) - Insights (pp)

Chapter 18 Fundamental 8 (how) - Excellence (pp)

Chapter 19 No shortcuts to marketing miracle$ (pp)

 

STAGE 4 ESCAPE VELOCITY: SUCCESSFUL INVESTING IN A GALACTIC AGE

Chapter 20 Beyond financial ratings (pp)

Rating models: buyer beware (pp)

Chapter 21 A new galactic marketing rating

Chapter 22 The new Alpha M Audit for CEOs (pp)

Chapter 23 Where the galactic money will go (pp)

 

Epilogue: Marketing in the Cyborg Age (pp)

Sujets

• Director de finanzas
• Director ejecutivo
• Power price forecasting
• Galactic
• Board
• Chief financial officer
• Sustainable development
• Business
• CMO
• Finance
• Circuit de Brands Hatch
• CEO
• CFO
• Marketing

Informations

• Publié par: Vicomte
• Date de parution: 12 décembre 2018
• Nombre de lectures: 1
• EAN13: 9781532394959
• Langue: English
• Poids de l'ouvrage: 8 Mo

Extrait

MARKETING
IS FINANCE
IS BUSINESS


CHRIS R. BURGGRAEVE
FORMER CMO AB INBEV
and possibly the first CMO in Space


How CMO, CFO and CEO cocreate
iconic brands with sustainable pricing power
in the new Galactic Age







“Investment in business-aligned marketing capability is critical to build local and global brands… and indispensable to building galactic ones!”
– Rebecca Messina, Global CMO Uber
“By integrating Chris’ eight marketing fundamentals with finance, sales and operations from the start, portfolio company CEOs build a truly sustainable business model.”
– Frederic de Mevius, Chairman, Verlinvest (AB InBev – related Belgian family fund)
“Chris inspired us to always reinvent our marketing mindset and machine ahead of new generations. This is his next must-read provocation.”
– Frank Abenante, former VP Global Brands and Marketing Capability AB InBev, Founder Brand Tuning
“A timely reminder: brands can only be sustainable if they keep earning their social license to operate, all while becoming the most effective and efficient business marketer they can be.”
– Stephan Loerke, CEO, World Federation of Advertisers (WFA)
“Hard to put down, Chris’ book has already helped me think through marketing issues at two companies I follow. I’ll want to return to this book again and again to remind myself of the importance of pricing and purpose, and the power of looking up to the stars, rather than down at our feet.”
– Robert Ottenstein, Senior Sell-Side Analyst (CPG)
“Chris is the most finance-driven marketer I know. CMO is CFO is CEO!”
– Marc de Swaan Arons, CMO Kantar Consulting, author of “The Global Brand CEO” and “Marketing 2020: Organizing for Growth”
“A page-turner blend of history and future of how marketing plus finance can impact business, painted against the backdrop of humankind’s intensifying race to space. Fascinating.”
– Penny McIntyre, Board Director
“Chris merges Main Street and Wall Street into actionable advice for all students of business. Galactic inspiration for the curriculum of the future.”
– Oliver Gottschalg, Academic Dean, TRIUM Global EMBA - NYU Stern / LSE / HEC
“A very different, fresh and audacious playbook for gravity-defying business marketing. Modern CMOs should try this MC-Rocket ride!”
– Rudy Moenaert, Professor of Strategic Marketing at TIAS School of Business & Society (The Netherlands)
“As a fast growth scale up we learned a lot from Chris.
Marketing is strategy, and needs to be integrated in all aspects of business from the start.”
– Mark Ramadan & Scott Norton, Co-founders of sir Kensington’s (now Unilever)
“Avoid Silicon snake oil tools. Focus on real tools that build on Burggraeve’s 8 fundamentals. ”
– Louis Jonckheere, co-CEO Showpad
“Take it from a business marketer with a serious global track record and the battle scars that go with it. We have lift off!”
– Joe Jaffe, CEO of Start-Up for Brands, Bestseller author of “Beyond the 30” spot” and “Flip the Funnel”



To Nadine and Clio: Thank you for a life rocket ride so far
To Bambou, our loyal Eurasian: Thanks for keeping me Zen throughout the writing



ii


Marketing isn’t rocket science. You do it every day in your connections with family, friends and business colleagues. It comes naturally in how you connect, communicate and influence others, every day.
Where it gets complicated is when you don’t know the other person personally. When you’re trying to influence, build trust, connect and communicate, simply and quickly, with more than one person, potentially across multiple cultures. To convince them to buy your product or service. This is where marketing gets really interesting—where it requires a lot more art, science and discipline to deliver sustainable pricing power.
Marketing should be fun, and not feared. CEOs and general managers should not treat marketing as a black hole, where you feel out of your depth with the verbal gymnastics of marketing speak. You have your CFO to explain the P&L balance sheet and cashflow to you in simple terms. You find it easy to understand, because it’s all grounded in income, expense, assets and liabilities—all tangible items. You can actually do the same with your CMO. Marketing is common sense. Just like finance is. Both have rational and emotional components.
CEOs often miss the point that marketing drives the key part of your business that builds rela- tionships and trust with others. Great marketing requires the right structure to think through this. This book really helps with a framework of 8 fundamentals to be discussed and considered with your leadership team when building brands. The checklists and models in the book are extremely useful as a self-analysis and conversation starter. It takes something that can be seen as subjective, to something that is built on principle, fact, insight and market realities. It helps to discuss on a very strategic level, internally and externally with investors and stakeholders. It also works on a more tactical level. You discuss a piece of work, but keep an eye on the broader brand business context. The idea is your marketing dialogue becomes a more structured discussion, versus a subjective like or dislike control game.


Foreword



iii


During my time together with Chris at The Coca-Cola Company in Europe, we successfully built brand businesses together. I proudly remember our design and launch of the original Coke Zero, first in the UK and then rapidly across Europe. It started a long-lasting transformation of the full Coke Trademark portfolio, and became a major success for the company worldwide. It is great to see his broader thinking and experience, clearly crystallized in this book, years later—provocatively painted against the galactic backdrop of Space Race 2.0.
This is a book that you will pick up, read and use more than once!
Michael A. Clarke CEO, Treasury Wines Estates
TWE ( tweglobal.com ) is one of the world's largest wine companies, listed on the Australian Securities Exchange (ASX). Through world-class winemaking and brand marketing, TWE is focused on meeting evolving consumer interests across the globe, and on delivering sustainable growth. Everything we do is dedicated to realizing our vision of becoming the world's most celebrated wine company.



iv


Table of Contents: page iv
Preface: Why this book, and how to best navigate it? page vii
Stage 1 Look Up: Adopt a New Galactic Mindset
Chapter 1 Marketing and Finance are both Mars and Venus page 3 Chapter 2 Mars is the new Moon page 13 Chapter 3 The new Galactic Age: open for business page 25 Chapter 4 Think Galactic, Act Galactic page 37
Stage 2 Prepare For Launch: Basics Before You Fly
Chapter 5 The Daedalus Paradox: why preparation matters page 49 Test: Get Your Business Marketing Wings page 55 Chapter 6 Key marketing models the CEO/CFO should know page 57 Chapter 7 The one finance model the CMO should know page 65 Chapter 8 Models work, but buyer beware page 73 Chapter 9 From Marketing Dreams to Miracle$ page 83 Certification: Congrats, business marketing wings page 91












Table of Contents



v


Stage 3 Lift-off: Successful Marketing in the Galactic Age
Chapter 10 A new galactic marketing model page 97 Marketing is not rocket science page 104 Chapter 11 Fundamental 1 (why) – Pricing Power page 109 Chapter 12 Fundamental 2 (why) – Purpose page 123 Balancing Sin & Soul page 137 Chapter 13 Fundamental 3 (what) – Brand Health page 145 Chapter 14 Fundamental 4 (what) – Value Proposition page 155 Chapter 15 Fundamental 5 (who) – Business Marketers page 165 Let Earth go page 177 Chapter 16 Fundamental 6 (how) – The Power Toolbox page 183 Chapter 17 Fundamental 5 (how) – Insights page 193 Chapter 18 Fundamental 8 (how) – Excellence page 201 Chapter 19 No shortcuts to marketing miracle$ page 207
Stage 4 Escape Velocity: Successful investing in a galactic age
Chapter 20 Beyond financial ratings page 219 Rating models: buyer beware page 225 Chapter 21 A new galactic marketing rating page 231 Chapter 22 The new Alpha M Audit for CEOs page 239 Chapter 23 Where the galactic money will go page 247
Epilogue Marketing in the Cyborg Age page 253














vi


Once you have tasted flight, you will forever walk the earth with your eyes turned skyward, for there you have been, and there you will always long to return.
Leonardo Da Vinci 1



vii


Preface Why this book, and how to best navigate it?


CEOs of marketing-driven companies today need their teams to master an ever more complex consumer information and decision funnel, from awareness to final sale. They need to constantly rethink what customer service was/is/will be about, in a world where decisions are in