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

60-Minute
Marketing
Cracking the Code on Winning
E-anizations
McKinsey
Marketing
Practice
Overview
E-business is swiftly evolving from the novel to the norm. To ensure
long-petitive ess, you must transform marketing into a
fleet-footed, highly anization leveraging multi-channel
assets to deliver a superior consumer experience. What sets apart
essful e-businesses is a different approach to marketing structure,
process, and skills. To attain a winning e-business position:
worked, 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 ess, 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 failures. But even as this shakeout claimed its
victims, a new breed of winners was quietly emerging.
This group includes both pure plays and online units within
established firms, in both B2C and B2B arenas. What do they
do differently? And what can we learn from them?
Over the past fe