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

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 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