Timm Degenhardt

Aligning Marketingand Business Strategy

Objective & Outcomes

• Present a vision on the “ideal role” of marketing within the context of business strategy and change management

• Enhance understanding of the role that marketing plays in the success of a business.

• Outlining the role of a CMO• Highlighting the role of market intelligence.

An External View

How corporate executives think about marketing activities

Role of marketing in different companies• Orange Communications• Credit Suisse

Relevance for FINCA

Chief Marketing Officer

• Member of Management Board• Drives processes involving multiple functions• Assess markets, target clients and implement

customer acquisition and product development

• Is this right for FINCA?• What would your organization look like with CEO,

CFO, COO and CMO?

Orange Communications

• Developed and implemented strategy and budget plans for 2005/6/7• Defined business objectives and restructured marketing organisation• Integrated IT Applications Management into newly formed Marketing

& Solutions organization (approx 200 FTE + long-term contractors)• Installed investment review committee for CAPEX• Revised marketing and cross-company processes• Successfully launched new segment specific value propositions

Results: • Re-established Orange Brand as a most desirable mobile brand in Switzerland • Became fastest revenue growing mobile operator in 2005 & 2006,• No 1 in post-pay net customer acquisition• Orange grew revenues organically 5% (05/06) in a contracting market (-3.9%, 2006).

Credit Suisse

• Total revenues increased +183%, profits rose 261%,• Total Cards-in-Force rose 112%, driven by organic growth and

acquisition

• Managed corporate & consumer issuing and merchant acquisition:• Negotiated and launched first Amex Co-brand• Launched most successful Swiss Visa Gold Card (now Miles & More)• Negotiated and achieved acceptance improvements for American

Express• Integrated two departments, formerly reporting into the CEO, in the

newly formed Marketing & Sales unit, with a staff of 50. • Responsible for a company-wide IT project for the migration of

600,000 customers onto a newly built processing platform.

FINCA’s Business Needs

• Expanding knowledge of client decisions• Ensuring that research is fully exploited• Segmenting clients for focused marketing• Improving retention• Providing a clear value proposition• Winning in competitive markets• Leveraging transformations

An Ideal Approach

• Translating business objectives to marketing• The role for marketing in business decisions• Transitioning from product/supply driven model to

customer driven• Use of “Business Process Owners”• Capitalizing market intelligence• Metrics and continuous feedback loops

Realizing the Vision

• Management Role• Business Process Owners• Staffing• Resources• Creating and Managing Intelligence

• Understand the vision, plan and implement