Marketing Champions : Practical Strategies for Improving Marketing's Power, Influence, and Business Impact

by Roy A. Young; Allen M. Weiss; David W. Stewart (Cadence Design Systems Ltd., West Lothian, Scotland)

• ISBN13: 9780470054505
• ISBN10: 0470054506
• Format: eBook
• Copyright: 2006-12-01
• Publisher: WILEY

Summary

Praise for Marketing Champions "Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization--and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject--sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow." --Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "The authors understand that marketing is now the most important force within an organization--if you can figure out how to coordinate the rest of your colleagues. This book shows you how." --Seth Godin, author of Small Is the New Big "This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results." --Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader "The best marketing leaders are those who can harness the power of the enterprise--not just lead the marketing team. This book will give you the ability to align and inspire the entire company." --Jerry Noonan, Spencer Stuart

Table of Contents

Preface: Are You A Marketing Champion?

Why This Book?

The Marketing Champion's Imperative

The Marketing Compass

About Our Research

Understand the Landscape

Defy Marketing Myths

Myths about Marketing

Myths and Consequences: Marketing's Confused Role

Four Distorted Views

Transforming the Marketing Landscape in Your Organization: What You'll Learn in This Book

Clean Up Your Language

Clarifying the Language of Marketing

Say What You Mean, and Mean What You Say

Standardize Your Professional Processes

Translate Marketing into the Language of Business

Tips for Talking Business

Manage North

Make Marketing Matter to Your CEO

Sleepless in the C Suite

Marketing to the Rescue

A Word about the Board and Wall Street

Your CEO SWOT Analysis

Forge a Friendship with Your CFO

Understand Your CFO's Needs

Give Your CFO Something of Value

Marketing: The Wellspring of Profit

Marketing: A Growth Driver

Let's Talk: Communicating Regularly with Your CFO

CFOs under Pressure: A Note about Sarbanes-Oxley

Your CFO SWOT Analysis

Define Metrics for What Matters

Your Marketing Metrics Audit Process

Tips for Selecting and Using Marketing Metrics

Manage East

Bust Silos and Build Bridges

A Closer Look at Silos

Silos and You

Busting Silos: Five Tactics

Scratch Sales's Back

Help Sales Boost Velocity

Define Qualified Leads

Manage the Lead Pipeline

Quantify the Lead Pipeline's Financial Value

Overcome Price Resistance

Accelerate Sales Funnel Flow

Your Sales Partnership SWOT Analysis

Dream with the R&D Team

Marketing and R&D: A Crucial Partnership

Conduct an Innovation Review

Reduce R&D's Risk

Craft Compelling Product Stories

Your R&D Partnership SWOT Analysis

Manage South

Build a Brand for Marketing

Perception Becomes Reality

Two Little Words

Reshaping Perceptions of Marketing

Your Brand-Building SWOT Analysis

Deliver on Marketing's Brand Promise

Leverage the Power of Persuasion

Establish Transparent, Repeatable Processes

Forge Productive Working Relationships with Agencies

Make Smart Marketing Decisions

Your Brand-Delivery SWOT Analysis

Manage West

Leverage Fresh Opportunities on the Business Frontier

Evaluating New Opportunities

Reclaiming Marketing's Lost Heritage

Act on Your Assessments of Opportunities

Your New Opportunities SWOT Analysis

Lead the Way in the Cash-Flow Frontier

Market Yourself

Get a Reputation

Conquer the Time Crunch

Find a Mentor

Your Leadership Future SWOT Analysis

Index

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