This is a program planning document, and its value is that it records the study’s state at a fixed date. It was written to start Marketing2020 communication planning and partnerships and to agree the next steps.
The research update is specific about what had and had not happened. A total of 350 interviews were expected by the end of June, with over 100 contributing CMOs, CMO peers and industry opinion leaders in the US alone.
Key findings
- The quantitative survey had just started and its early completion rate is recorded. At the time of the session there were 2,498 starters and 736 completes, a 30% completion rate.
- The intended reach of the survey is stated as a range rather than a target. The team expected it to be sent to roughly 200,000 to 300,000 respondents globally.
- Progress was uneven by market, and the deck says so. Germany, France and China are named as big markets moving much slower than planned.
- The analysis plan is described in stages of increasing complexity. Frequency tables for all questions first, then cross tabulations against the profiling section to show differences between markets, industries and companies.
The publication calendar
The milestones run from first findings to full conference debrief in five months. First top level findings and hypotheses in June, global analysis and tool development across July and August, publication production in September, and the ANA Masters of Marketing debrief in October.
The output formats are planned at several cadences at once. A monthly white paper and 30 minute presentation deck per key topic, a monthly case study, quarterly results decks at three lengths, an in-depth academic article and a book.
The monthly themes are named through to December. Top line insights per topic in June, purposeful positioning in July, the full launch in October, and corporate authenticity, brand societal purpose and brand engagement in November.
What the study was drawing on
The raw materials are counted separately by kind. Two hundred CMO vision interviews, 25 CEO and CMO peer interviews, 50 agency and partner leader interviews and 2,500 completed online surveys.
The planned angles were comparative rather than descriptive. Cross industry and cross geography benchmarking, statistics on the evolved role of marketing against 2006, and contrasting views of CMOs against their own teams, their board peers and their agency partners.
Scope and limitations
This is an internal planning document from part way through the study, not a report of its findings. Its interview and survey figures are the counts as they stood in May 2013, and the deck states directly that its event overview is not exhaustive.
Source
This page summarises Content Roadmap Work Session.