CMO-重塑全球参与运营（英文）-2019.6-60页_3mb

RESHAPING GLOBAL ENGAGEMENT OPERATIONS: Summary

Introduction

Marketing organizations globally are undergoing a significant transformation to better serve the modern connected customer. The shift from traditional models to more agile and customer-centric approaches is driven by the need to optimize customer experience, improve go-to-market capabilities, and enhance the relevance and profitability of marketing efforts. This transformation is not just about digital tools but also about rethinking organizational structures and agency partnerships to align with evolving customer expectations and business mandates.

Key Findings

• Transformation Imperative: Marketing leaders are increasingly focused on rethinking their strategies and structures to meet the demands of the modern customer. The majority believe that current operational models are not sufficient to drive growth and profitability.
• Growth as a Priority: Over half of the surveyed marketers (51%) indicated that driving growth is their primary strategic focus. Optimizing customer experience strategies (47%) and confidence in organizational capabilities (92%) are also top priorities.
• Confidence in Capabilities: Despite high confidence in organizational capabilities, only 10% are exceedingly confident, while 39% are confident but hedging their bets. This suggests a general sense of doubt about the ability to meet strategic goals effectively.
• Main Barriers to Success:
  • Budget Limitations (59%): A significant obstacle to implementing new strategies.
  • Culture and Mindset (30%): Senior leadership shifting priorities and a slow-moving culture resistant to change.
  • Inconsistent Alignment and Collaboration (29%): A major hindrance to cross-functional teamwork.
  • Upskilling Teams (24%): A need to keep pace with digital evolution.
  • Slow Moving Culture (25%): Adverse to change, impacting progress.

The Need for Localization Intelligence

• Customer Demands: The top three customer needs are data security and privacy (57%), always-on service (51%), and relevant experiences based on local culture and language (46%).
• Current Preparedness: Only 20% of marketers feel their organization is prepared to meet these needs, with 73% expecting a mix of wins and losses.
• Localization Challenges:
  • 82% of marketers feel their intelligence on local market behaviors is only good to okay.
  • 10% admit their intelligence access is poor to terrible.
  • 57% believe the lack of localized intelligence negatively impacts campaign success and customer relationships.

Structures in the Extremes Yield Extremes

• Fully Centralized Models:
  • Upsides: Heightened customer understanding, optimized spend, and efficient decision-making.
  • Downsides: Lack of local market understanding, slow decision-making, and weakened customer insights.
• Fully Decentralized Models:
  • Upsides: Agile execution, elimination of corporate politics.
  • Downsides: Lack of clear vision, communication breakdowns, and inefficiencies in scaling.
• Hybrid Models:
  • Upsides: Better balance of efficiency and customer proximity, increased agility, and better scalability.
  • Downsides: Hardened silo walls, resistance to change, and challenges in aligning internal and external teams.

Agency/Brand Dynamics in the New World Order

• Transformation and Alignment: Both agencies and brands are transforming to meet the needs of the modern customer. However, alignment between the two remains a challenge.
• Agency Expectations:
  • 45% of marketers believe agencies must improve cross-partner collaboration.
  • 43% expect agencies to scale quickly as the business evolves.
  • 40% want agencies to provide diverse skills and capabilities.
• Brand Expectations:
  • 65% of marketers plan to improve communication and expectations around success.
  • 63% aim to establish clearer success metrics tied to business performance.
  • 44% believe marketers must take an active role in holding both sides accountable for transparency and results.

Global Views and Vantage Points

• Growth and Budget Constraints: Across all regions, growth is the primary goal, but budget limitations are the most significant barrier to success.
• Regional Differences:
  • North America and Europe: Focus on overcoming legacy systems and cultures that resist change. Data security and privacy are particularly important in Europe (73%).
  • Emerging Markets: More focused on upskilling teams and accelerating digital transformation to meet the needs of the local customer.
• Common Challenges:
  • Inconsistent alignment and collaboration across teams.
  • Need for better communication and clearer expectations around success and execution.

Conclusion

The transformation of global engagement operations is not just a trend but a necessity. Marketers are increasingly aware that the structure of their operations and the dynamics with their agency partners are critical to achieving growth and customer relevance. A hybrid model that combines centralized strategy with localized execution is emerging as the most effective approach, allowing brands to leverage both global efficiency and local insights. However, this requires a fundamental shift in culture, communication, and collaboration to ensure that both internal and external teams are aligned and empowered to meet the needs of the modern customer.