architects of vision and strategy for business intelligence
Role of Quality in Integrated
Marketing
Brian McDonald
Director of Marketing & Project Management
Zencos Consulting LLC
architects of vision and strategy for business intelligence
IM and TQM
• Quality and Integration work as a continuum as well as a
process
• Unity of:
– Effort, purpose, process, goal, action
• Cross-functional process
• Creates integrity when an organization is seen as a whole rather
than collections of disparate, autonomous functions
• Re-integration gets company back on track
architects of vision and strategy for business intelligence
What Needs to be Integrated?
• Resources
• Customers
• Other Stakeholders
• Corporate Learning
• Brand Positioning
• Big Creative Idea
• Corporate Mission
architects of vision and strategy for business intelligence
Barriers to Integration
•
Ego/turf wars
•
Unbalanced compensation and reward systems
•
Lack of corp discipline to put customer first
•
Absence of intelligent db systems
•
Poor internal communications
•
Lack of competent marcom group
•
Poor stakeholder management
•
Lack of agreement on marketing objectives
•
Over dependence on mass media
•
Suboptimizatoin of functional areas
architects of vision and strategy for business intelligence
Optimization
• The Good
– Suboptimization creates increase in expertise
• The Bad
– Departmental optimization can be at the expense of overall
corporate goal
• TQM recognizes specialization however optimization
of the whole is the higher principle
architects of vision and strategy for business intelligence
Maintaining Strategic Consistency
• Brand equity
• Maintaining product and service consistency can be difficult
when inconsisstent messages are present
• Planning
• Assurance
• Control
• No negative surprises; easy recognition
• Product and service performance have communication
dimensions that send some of most critical brand messages
architects of vision and strategy for business intelligence
Consistency Factors
Marketing
Communications
Brand Positioning
Brand Identity
Product And Service Performance
Customer-driven Philosophy
Corporate Core Values And Mission
architects of vision and strategy for business intelligence
Make Interactivity Purposeful
• Create intrinsic brand contact points
• Manage brand contacts
• Maximize value-added interactivity
• Leverage interactive media
• Leverage direct marketing
• Define role of DB and IT infra not the otherway
around
architects of vision and strategy for business intelligence
5Rs of Purposeful Dialogue
• Recourse
• Recognition
• Responsiveness
• Respect
• Reinforcement
architects of vision and strategy for business intelligence
Cross-Funtional Team
• Similar to TQM
• Manage horizontal processes
• Teams need to be in place extended period vs. ad
hoc placement
• Challenge to stay customer-focused
• Strategy has to dictate structure
architects of vision and strategy for business intelligence
Quality and Marketing Case Study
• McDonald’s
– Brand created from quality promise of simple product
– Built modern day franchise business model
– Innovator and market leader for decades
– How to manage on global scale; emerging markets/China
– Back to basics: Quality, Cleanliness, Service
architects of vision and strategy for business intelligence
McDonald’s Decline 2000-03
architects of vision and strategy for business intelligence
McDonald’s 5 YR Growth vs. DJI
architects of vision and strategy for business intelligence
Zencos Case Study
• Business Intelligence (BI) Consulting Firm
• Founded in 2001 as Zencos Consulting, LLC
• 648% growth from 2003 to 2006
• Leader among SAS Alliance Partners
– Driving SAS Software Revenue
– Implementing SAS Solutions and Technology
– Teaming with R&D and Marketing
• SAS Certified Reseller
architects of vision and strategy for business intelligence
Awards and Recognition
•
No. 180 ranking on
Inc. 500
•
No. 40 on Triangle Business
Journal Fast 50
•
2006 SAS Field Choice Award
& 2005 SAS Partner Innovator
of the Year
•
2006 Models of Excellence
Award
(Peer Monitor)
•
SAS Global Forum and SUGI
Best Contributed Paper
Awards
architects of vision and strategy for business intelligence
Quality Marketing Integration
• Planning
• Assurance
– ISO, 6 Sigma,
• Control
– Process management systems; corporate culture,
organizational process assets;
architects of vision and strategy for business intelligence
Zencos Consulting LLC
2530 Meridian Parkway, Suite 300
Durham, NC 27713
919-806-4412
www.zencos.com