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

by Young, Roy A.; Weiss, Allen M.; Stewart, David W.

• ISBN13: 9780471744955
• ISBN10: 0471744956
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-09-29
• 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

Author Biography

ROY A. YOUNG is Vice President of Development for MarketingProfs and a coach to marketing executives. He formerly held high-level marketing and consulting positions with Time Inc., Yankelovich Partners, Inc., and the Los Angeles County Metropolitan Transportation Authority.

ALLEN M. WEISS, PHD, is Professor of Marketing at the University of Southern California's Marshall School of Business. He consults mainly with business-to-business organizations and is widely published in academic journals.

DAVID W. STEWART, PHD, is the Robert E. Brooker Professor of Marketing at USC's Marshall School of Business. A former editor of the Journal of Marketing, he is a marketing strategy advisor to Fortune 1000 companies.

Table of Contents

Preface: Are You a Marketing Champion?	ix
Why This Book?	x
The Marketing Champion's Imperative	xiii
The Marketing Compass	xv
About Our Research	xvi
PART ONE: Understand the Landscape	1	(46)
Defy Marketing Myths	3	(22)
Myths about Marketing	4	(5)
Myths and Consequences: Marketing's Confused Role	9	(1)
Four Distorted Views	10	(7)
Transforming the Marketing Landscape in Your Organization: What You'll Learn in This Book	17	(8)
Clean Up Your Language	25	(22)
Clarifying the Language of Marketing	26	(4)
Say What You Mean, and Mean What You Say	30	(1)
Standardize Your Professional Processes	31	(3)
Translate Marketing into the Language of Business	34	(7)
Tips for Talking Business	41	(6)
PART TWO: Manage North	47	(74)
Make Marketing Matter to Your CEO	49	(23)
Sleepless in the C Suite	50	(2)
Marketing to the Rescue	52	(12)
A Word about the Board and Wall Street	64	(5)
Your CEO SWOT Analysis	69	(3)
Forge a Friendship with Your CFO	72	(24)
Understand Your CFO's Needs	73	(1)
Give Your CFO Something of Value	73	(5)
Marketing: The Wellspring of Profit	78	(4)
Marketing: A Growth Driver	82	(4)
Let's Talk: Communicating Regularly with Your CFO	86	(4)
CFOs under Pressure: A Note about Sarbanes-Oxley	90	(4)
Your CFO SWOT Analysis	94	(2)
Define Metrics for What Matters	96	(25)
Your Marketing Metrics Audit Process	101	(13)
Tips for Selecting and Using Marketing Metrics	114	(7)
PART THREE: Manage East	121	(68)
Bust Silos and Build Bridges	123	(22)
A Closer Look at Silos	124	(4)
Silos and You	128	(1)
Busting Silos: Five Tactics	129	(16)
Scratch Sales's Back	145	(24)
Help Sales Boost Velocity	146	(3)
Define Qualified Leads	149	(3)
Manage the Lead Pipeline	152	(1)
Quantify the Lead Pipeline's Financial Value	153	(2)
Overcome Price Resistance	155	(3)
Accelerate Sales Funnel Flow	158	(9)
Your Sales Partnership SWOT Analysis	167	(2)
Dream with the R&D Team	169	(20)
Marketing and R&D: A Crucial Partnership	169	(4)
Conduct an Innovation Review	173	(1)
Reduce R&D's Risk	174	(9)
Craft Compelling Product Stories	183	(3)
Your R&D Partnership SWOT Analysis	186	(3)
PART FOUR: Manage South	189	(40)
Build a Brand for Marketing	191	(18)
Perception Becomes Reality	192	(2)
Two Little Words	194	(6)
Reshaping Perceptions of Marketing	200	(7)
Your Brand-Building SWOT Analysis	207	(2)
Deliver on Marketing's Brand Promise	209	(20)
Leverage the Power of Persuasion	210	(8)
Establish Transparent, Repeatable Processes	218	(5)
Forge Productive Working Relationships with Agencies	223	(2)
Make Smart Marketing Decisions	225	(2)
Your Brand-Delivery SWOT Analysis	227	(2)
PART FIVE: Manage West	229	(34)
Leverage Fresh Opportunities on the Business Frontier	231	(18)
Evaluating New Opportunities	232	(7)
Reclaiming Marketing's Lost Heritage	239	(2)
Act on Your Assessments of Opportunities	241	(6)
Your New Opportunities SWOT Analysis	247	(2)
Lead the Way in the Cash-Flow Frontier	249	(14)
Market Yourself	250	(1)
Get a Reputation	251	(6)
Conquer the Time Crunch	257	(3)
Find a Mentor	260	(2)
Your Leadership Future SWOT Analysis	262	(1)
Index	263