EMM Group

EMM Group is the world’s leading marketing consultancy. As a legacy company of P&G, EMM Group offers marketing consulting services to drive profitable organic growth for B2B and B2C. We offer immediate answers to today's issues and then embed the capability to increase demand long term. We drive growth and customer demand by helping you create successful go to market programs for today and by helping you build brand equity for tomorrow. We deliver rapid and measurable results by applying proven marketing intellectual property to meet your need. The largest marketing trade organization in the world, the Association of National Advertisers (the ANA) uses EMM Group’s marketing IP as a benchmark for its 400 members across all marketing verticals.

History

EMM Group is a privately-held management consulting company known for its thought leadership in driving organic growth through better demand creation approaches. EMM Group was founded by Hunter Hastings and Gordon Wade, alumni of the renowned Procter & Gamble marketing department. EMM Group focuses on driving rapid measurable improvements in demand by using their ‘best practice’ IP and then embedding an improved growth generating capability in the client company.

Emmperative and P&G

Emmperative, created by P&G along with Accenture and several Silicon Valley VC firms in the late ‘90’s, was an ambitious attempt by its parent to monetize the value of its demand creation intellectual property during the dot com era. The idea was to embed P&G’s world class processes and IP in proprietary software which would then be licensed and deployed by corporate marketing departments as the way to create superior growth plans.

This unique, demand-side enterprise marketing software set out to complement the supply-side enterprise software that had been deployed by companies like SAP. Emmperative’s enterprise marketing management software offered complete end-to-end demand creation process management solutions with a wealth of ‘how to’ intellectual property embedded in the process.

When the dot com bubble burst, P&G stopped funding Emmperative and the company was shut down.

Emmperative becomes EMM Group

Gordon Wade, previously engaged by Emmperative as a consultant, urged his friend Hunter Hastings, the CEO of Emmperative, to keep the concept of enterprise marketing management alive. Wade proposed the formation of a new marketing company offering its clients rapid organic growth from a unique combination of consulting services focused around process, demand-side intellectual property, metrics, and technology. EMM Group was formed in 2001.

Thought leadership and intellectual property

The two founders and Satprit Duggal, now the CEO of EMM Group, set out to map the entire demand creation process and develop the growth focused intellectual property and tools to drive the process. Much of this work was described in the book, "The New Marketing Mission, How Process, Metrics and Technology Can Transform Marketing and Drive Growth". That book received praise in the marketing community and was followed by Hunter Hastings’s book "Improve your Marketing to Grow Your Business" (Wharton Press/Pearson). cite book
last = Hastings
first = Hunter
authorlink = David Mumford
title = Improve your Marketing to Grow Your Business
publisher = Wharton Press/Pearson
year = 2007
isbn = 0132331594EMM Group offers over 400 individual components of the marketing demand creation value stream in the form of tools, templates, examples, guides and checklists that comprise what EMM group claims to be the most comprehensive, integrated marketing IP available. The IP extends form insight development to integrated campaign planning and marketing measurement. The existence of this IP enables the company to develop customized solutions for its clients very rapidly.

For example, the company developed the global marketing metrics for IBM in less than 8 weeks. They have developed consumer insights for a global marketer’s brands in over 20 countries with a series of 2 day insights workshops. In each case EMM Group IP was embedded at the client to enhance the client’s organic growth capability.

Intellectual property developed with and for the ANA

Other examples of the Group’s thought leadership are its authorship of two white papers on marketing accountability written under the imprimatur of the ANA, the world’s largest marketing trade organization. These white papers grew out of a review of best practice in accountability from over 100 ANA member companies. The white papers are noteworthy for focusing not merely on the sophisticated math of metrics but also on the importance of corporate culture, the underlying data sets and the process associated with attaining internal cross functional alignment around marketing’s role within the company.

More recently, the company launched an ambitious piece of marketing IP again in conjunction with the ANA. This time the ANA is offering EMM Group’s marketing process benchmarking survey free to its members. This survey enables companies to benchmark their marketing practices against peers by taking a web enabled survey. The 140 + question survey covers 6 sub-processes across the marketing demand creation continuum, "insights and customer knowledge", "brand strategy development, annual marketing planning, integrated marketing planning", "marketing measurement and overall process linkage". The software behind EMM Group’s survey enables the company to offer customized remedial diagnostics for ANA members wishing to understand not only how they measure up to competitors but what specifically they need to do to improve their marketing capabilities.

The company continues to develop new intellectual property and expand its reputation for thought leadership. In the first half of 2008, EMM Group partners were featured presenters at 4 different industry conferences on subjects as diverse as Go-to-Market planning in B2B, marketing knowledge management, process benchmarking and marketing organization.

A diverse Global practice with high visibility clients

EMM Group offers its growth focused consulting services across all major B2C and B2B markets and its client list extends from consumer package goods and consumer financial services to pharmaceuticals, retail, high tech and heavy industry. Over 50% of the company’s revenue comes from projects outside the U.S.

Transforming GE’s marketing

When GE] was directed by its CEO, Jeff Immelt, to accelerate its organic growth rate, he identified improving GE’s marketing capability as mission critical to organic growth [ [http://ana.blogs.com/maestros/2006/10/cmo_roundtable_.html http://ana.blogs.com/maestros/2006/10/cmo_roundtable_.html] ] . EMM Group was chosen to assist GE in enhancing this important area because of the depth of its growth enabling IP and unique project delivery method. Along with an internal GE Team, EMM Group is helping improve GE employee skill sets in core marketing concepts such as market segmentation, value proposition and value-based pricing strategies. At the same time EMM Group is helping teams within individual GE business units implement Go-To-Market initiatives. These EMM Group and GE teams are developing a ‘One GE’ solution to address entire global industry needs. In each case, EMM Group is using its proprietary workout-based decision acceleration process. This approach speeds creation of in-market success models which are useful in building support for change in GE’s large organization.

Creating the global marketing metrics for IBM

In 2006, on the heels of the publication of the first ANA Marketing Accountability study by EMM Group [ [http://findarticles.com/p/articles/mi_m0EIN/is_2006_May_8/ai_n16348563 http://findarticles.com/p/articles/mi_m0EIN/is_2006_May_8/ai_n16348563] ] , the company was engaged by IBM to lead an internal task force in the development of the marketing metrics for this diverse multi- divisional global company. This project became the focus of an ANA conference on marketing accountability. The conference presentation emphasized the speed with which IBM was able to complete the complex task of formulating the metrics by relying upon the intellectual property developed by EMM Group during the earlier ANA Task Force Study summarized in its white paper.

Organization

Founders & executive leadership

"Hunter Hastings - Founder and Chief Customer Officer" [http://www.imediaconnection.com/content/14346.asp How to Really Measure Engagement]

Hastings has a wealth of line marketing experience including P&G, Stroh’s Brewing and Emmperative. His consulting experience includes Marketing Corporation of America, The Ryan Partnership and EMM Group. Hastings’s consulting experience extends across multiple verticals and high profile companies including among others Hewlett Packard, AT&T, Brown-Forman, Unilever, Kimberly-Clark and Michelin.

Hastings has been an aggressive developer of Marketing IP during his tenure at EMM Group and has spoken at numerous industry conferences on demand creation, the role of marketing within the enterprise and marketing process. He is generally recognized as the foremost expert on enterprise marketing management. Additionally he has authored numerous white papers on marketing subjects as well as the book "Improve your Marketing to Grow your Business", published jointly by Wharton Press and Pearson. He is a graduate of Cambridge University in the UK.

"Satprit Duggal - Chief Executive Officer" [http://www.reuters.com/article/pressRelease/idUS111982+30-Jun-2008+PRN20080630 International Marketing Executive Joins EMM Group]

Mr. Duggal brings a unique mix of marketing and IT experience to EMM Group. After graduating from the prestigious Indian Institute of Management (IIM) at Ahmadabad, he joined Hindustan Lever, the crown jewel of Unilever’s global group of companies. He then joined IBM Global Services as a consultant serving a mix of consumer packaged goods, retail and manufacturing clients to develop roadmaps to fulfill their strategic goals with IT solutions. Next he moved to Intiqua, a software integrator, where his knowledge of marketing and IT was leveraged to build the software for Emmperative. It was here where he caught the eye of Hunter Hastings and Gordon Wade. When they formed EMM Group, Duggal was the very first person they hired. His work with clients and in IP creation quickly earned him increasing responsibility, a partnership and in early 2008 he was named CEO of EMM Group.

"Gordon Wade – Founder" [http://www.centerformarketingexcellence.com/facultyandstaff.html Meet Our Experts]

Mr. Wade has over 35 years of marketing consulting experience with a who’s who of companies ranging from P&G ( where he was once the youngest product manager in corporate history) to DuPont, IBM, Citicorp, Johnson & Johnson, Unilever, BAT, Nestle, Gillette, Dollar General and 7-11. Wade’s consulting career has been marked by ground breaking work in several areas including category management which he helped create as one of the founders of The Partnering Group. At EMM Group, Wade has helped develop what the company contends is the most comprehensive body of marketing intellectual property in the industry. Most recently, he wrote the two white papers on Marketing Accountability for the ANA and also led the industry’s efforts to benchmark marketing process. His work has received recognition and validation from groups such as the Consumer Package Goods industry ECR (Efficient Consumer Response) committee as well as the ANA. He is a Harvard graduate.

"Peter Jueptner-Partner" [ [http://findarticles.com/p/articles/mi_m4PRN/is_2008_June_30/ai_n27875367 http://findarticles.com/p/articles/mi_m4PRN/is_2008_June_30/ai_n27875367] ]

Mr. Jueptner is an expert in international brand and business growth with 20 years of consulting and industry experience mostly in C-level positions. Building on his experience as a consultant at BCG in Germany and Japan, serving European and Asian companies, he has delivered growth in consumer goods as General Manager for the Campbell (V8) beverage business as well as in retailing as COO for A&P. Most recently, he was Senior Vice President and Chief Strategy Officer for Philip Morris International, the world’s largest tobacco company where he spearheaded numerous growth and branding initiatives. He is a graduate of the University of Karlsruhe in Germany and he received his MBA from Vanderbilt in the U.S.

Jueptner had seen firsthand EMM Group’s IP at work within PMI and was so impressed he crossed over to join EMM Group. He is located in Switzerland and focuses on the development of EMM’s global client base.

The EMM Group hiring and training model

Unlike other large management consulting companies, EMM Group is staffed entirely by consultants with significant real world client side experience and a minimum of 15 years work experience. Consultants are trained in EMM Group’s Marketing IP and taught the company’s unique work shop/decision accelerator delivery approach. The company believes the combination of experienced consultants, existing marketing intellectual property and an ingrained project delivery methodology allows the company to drive results more quickly and at a lower cost than competition.

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