adplayers. Raluca Kisescu

Timp de saisprezece ani, dintre care zece ca director de marketing, Raluca Kisescu a bifat in practica toate cuvintele cu rezonanta in industria de profil: offline, online, campanii de produs, campanii de corporate, evenimente, CSR, crowdfunding, pricing, merchandising, creative communication, incentives, forecast, planning, social media, e-commerce.

Marketer creativ cu o experienta de aproape un majorat, din care zece in postura de director de marketing, Raluca Kisescu este Brand consultant in marketing si comunicare, trainer pe module Harvard Manage Mentor si Coach prin intermediul companiei Qualians Learning & Development Consultancy. Membru in Advisory Board-ul organizatiei BWFR - Business Women Forum Romania, Raluca Kisescu semneaza articole de opinie in revista de afaceri in marketing si comunicare adplayers.

Bugetarea pe baza zero (zero-based budgeting). Mai mult inspre viitorul maketingului.

Chiar daca pare o tendinta recenta de bugetare in randul marilor companii din domeniul FMCG-ului, bugetarea pe baza zero (cunoscuta mai degraba in randul finantistilor si nu numai ca zero-based budgeting sau pe scurt ZBB) dateaza din anii 70, cand fostul presedinte american Jimmy Carter a implementat-o pentru prima data.

Patruzeci de ani mai tarziu, cateva companii precum Diageo, Unilever, Coca Cola si Kellogg au anuntat sau au inceput sa discute despre adoptarea acestui principiu de bugetare pentru investitiile lor de marketing.

Ce inseamna mai precis acest lucru? Inseamna cumva ca cei de la departamentul financiar vor sari in sus de bucurie ca, in sfarsit, marketingul va trebuie sa demonstreze cent cu cent cum cuvintele lor fancy precum stunts, buzzez, wows si interactions se transforma in bani? Inseamna cumva ca cei de la departamentul de marketing isi vor plange de mila ca bugetele le vor fi taiate?

Nu va grabiti sa va bucurati, daca sunteti de la financiar.

Nu va cautati batistele, daca sunteti de la marketing.

Inseamna doar ca voi, cei de la marketing va trebui sa depuneti mai mult efort pentru a va justifica investitiile, sa va puneti mai mult la bataie mintea, inima si scaunul pentru a crea, nu pentru a copia ce ati facut anul/anii trecuti. Va suna cunoscut copy with pride sau cover the base? Acestia sunt termeni din vechea scoala de marketing, pentru ca viitorul se indreapta din ce in ce mai mult catre ZBB. Previziunile spun ca orice departament de marketing din companiile mari va trece catre aceasta metoda in urmatorii trei ani.

Inseamna doar ca voi, cei de la financiar va trebui sa depuneti mai mult efort pentru a va ajuta colegii de la marketing sa evalueze, cuantifice si prognozeze idei complet noi. Aceeasi poveste cu pusul la bataie al mintii, inimii si scaunului, doar nu credeati ca la voi va fi mai usor?!

ZBB este deja o practica obisnuita a fondurilor de investitii deoarece incurajeaza managementul sa vina cu idei noi mai bune despre cum sa fie investite fondurile actionarilor.

Care sunt avantajele bugetarii de tip zero-based?

1.           Ajuta marketingul sa priveasca in viitor, nu in trecut asa cum ii obliga modelul de bugetare pe baza de comparatie cu anul trecut

2.           Tine cont de schimbarile pietei si de obiectivele de marketing, nu de cat este dispusa compania sa aloce pentru bugetul de marketing, asa cum se intampla in cazul bugetarii de tip procent fix din cifra de afaceri

3.           Obliga echipa de marketing sa fie creativa si sa inoveze in adevaratul sens al cuvantului, sa fie in pas cu tendintele de activare si promovare de pe piata, luptand impotriva inertiei si aducand incredere si credibilitate la nivelul intregii organizatii

4.           Recompenseaza marketerii in baza rezultatelor dovedite de la an la an, devenind practic un adjuvant al bonusarii marketingului comparabil cu bonusarea vanzarilor

In timp ce disciplina marketingului a evoluat fantastic in ultimii ani, de ce finantarea sa a ramas sub imperiul vechilor metode?

Daca banca Westpac din Noua Zeelanda se foloseste de IBM Watson pentru a oferi clientilor sai intreaga istorie bancara (informatii legate de cont, carduri, ipoteci) printr-o simpla aplicatie mobila numita Westpac One, de ce finantarea celui mai creativ departament al unei organizatii nu poate fi ceva mai inovatoare?

Marketerii care stiu ce fac si fac lucruri noi in fiecare an nu au de ce sa se ingrijoreze. Vor fi bine si in viitor. Cei care, insa, se simt in siguranta cu rutina lucrului bine facut deja si cu procentul din vanzari ca metoda de bugetare ar trebui sa se mai uite prin jur. Mai mult inspre viitorul marketingului.

Zero-based budgeting. More into the future of marketing.
By Raluca Kisescu.

(English version)

While it may look as a growing trend among FMCG global giants, the zero-based budgeting (ZBB) was firstly implemented by the US President Jimmy Carter back in the 70s.

Forty years later, several companies like Diageo, Unilever, Coca Cola and Kellogg anounced or talked about adopting the zero-based budgeting for their marketing investments.

What does this effectively mean? Does it mean that finance will jump with joy that finally marketing has to prove cent by cent how their fancy stunts, buzzez, wows and interactions are turning into money? Does it mean that marketing will cry with fear that their budgets will be cut?

Do not jump, finance.

Do not cry, marketing.

It only means that you marketing have to work harder to justify investments, put your mind, heart and why not your ass to create, not just copy with pride or cover the base. This is already part of the old marketing school, as projections point to a ZBB in almost every major marketing department in the next three years.

It only means that you finance have to work harder to help marketing assess, quantify and project completely new ideas. Same story about mind, heart and ass.

ZBB is already a common practice among venture capital funds because it encourages management to come up with new and better ideas on how to invest their sharreholder funds.

What are the key benefits of the ZBB?

1.           helps the marketing team look into the future, not into the past compared to the last year base budgeting model.

2.           delivers across the market changes and the marketing objectives, not on the company’s marketing budget affordability as it does in the percent of turnover budgeting model

3.           forces the marketing teams for true innovation and creativity, up-to-date activation and promotion, fighting corporate inertia and building trust and credibility among the entire organization

4.           rewards the marketers based on proven results year after year, acting as a true incentive, comparable to the sales incentives

While the marketing discipline has hugely evolved in past years, why would its financing be based on same old methods?

While we are talking about IBM Watson used by Westpac bank in New Zealand to offer customers their entire banking life (account information, credit-card debt, mortgages) in a single mobile app called Westpac One, how come that finance can not be more innovative with their most innovative organization department?

Marketers who know what they are doing and are doing new things year after year will be just fine.

Those who feel safe with the routine of good old things and percentage of sales should better look around. More into the future of marketing

Raluca Kisescu, Brand Consultant, Trainer & Coach, 

Mai mult in Business, Opinii,