《MKS-Cracking the Code on Winning E-Marketing Organizaiton》.pdf

60-Minute Marketing Cracking the Code on Winning E-Marketing Organizations McKinsey Marketing Practice Overview E-business is swiftly evolving from the novel to the norm. To ensure long-term competitive success, you must transform marketing into a fleet-footed, highly focused organization leveraging multi-channel assets to deliver a superior consumer experience. What sets apart successful e-businesses is a different approach to marketing structure, process, and skills. To attain a winning e-business position: Establish networked, customer-centric structures. Organize marketing functions around the customer lifecycle, and separate acquisition and retention efforts. Assign segment and lifecycle managers who manage migration and loyalty across segments. Establish an independent e-business with its own e-marketing unit; include staff members who act as liaisons to other channels. Implement 60-minute marketing campaigns based on customer ROI. In the absence of data to measure customer-level ROI, use proxies such as customer-acquisition costs and profitability. Set explicit priorities, use formal criteria to evaluate success, and swiftly terminate underperforming ventures. Adopt a “rapid rollout” approach to campaigns that skips pre-launch tests and makes necessary adjustments later. Develop new marketing skill sets. Build a team with specialist skills, and be flexible about who and where you recruit talent. Recruit from the “bottom up” instead of filling senior positions first. Be sure the CMO acts as the customer’s advocate and ensures that the customer is central to all business decisions. The business press has recently devoted a great deal of attention to dot-com failures. But even as this sh