The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Leaders

by Scott M. Davis (Partner Kuczmarski &; Associates in Chicago, Illinois ); Foreword by: Philip Kotler ( ; )

• ISBN13: 9780470473382
• ISBN10: 047047338X
• Format: eBook
• Copyright: 2009-06-01
• Publisher: Jossey-Bass

Summary

Praise for The Shift"More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done." Cammie Dunaway, executive vice president of sales and marketing, Nintendo of America"At Zappos.com we've always approached business in our own unique way. The Shift outlines many principles we holistically embrace. Kudos to Scott Davis for putting together such a great resource!" Tony Hsieh, CEO, Zappos.com"The Shift is a great 'how-to book' for Visionary Marketers who want to stand out, help their company succeed by moving toward true accountability, and drive a business strategy that keeps the customer in mind, while never losing sight of the P&L." Fisk Johnson, chairman and CEO, SC Johnson"The Shift's articulation of how marketing can drive a company's bottom line and a marketer's career makes it a must-read for any CEO who wants marketing to truly impact their company's bottom line." CJ Fraleigh, CEO, Sara Lee Retail and Foodservice"Marketer as a P&L-oriented businessperson! This important book for senior executives provides a road map on how marketers ? and their organizations can shift their profiles, while driving bottom-line results." Mark L. Vachon, president and CEO, GE Healthcare, Americas"The Shift charts a dramatic new role for marketing. A challenge every firm should embrace." David Aaker, vice chairman, Prophet; and, author, Brand Leadership"The Shift has to become a way of life from the classroom to the boardroom. Davis's book brings a practitioner's perspective to this critical topic of marketers shifting to becoming more accountable and more personally responsible for driving growth." Dipak Jain, dean, Kellogg Graduate School of Management, Northwestern University"Forget the CMO. Long live the integrated agenda of the Chief Growth and Visionary Officer!" Joseph V. Tripodi, chief marketing and commercial officer, The Coca Cola Company

Table of Contents

Foreword

Acknowledgments

Preface: It's All About Growth

Five Aspects of The Shift

Why Should I Change? I'm Okay

Building the Case for the Marketer as Growth Champion and Catalyst

The Time Is Now

Introduction: Preparing to Make The Shift

Voices from the Front Line

The Reason Most CEOs (Including Yours) Don't Shift

If CEOs Do Not Want to Shift, How Can We?

Can You Shift? Look First at Your Marketing Organization Archetype

Archetypes and Success Enablers Combine to Show the Best

The First Shift:

From Creating Marketing Strategies to Driving

Business Impact

Insights: Your Secret Weapon

Power in a P&L Mind-Set

Cementing the First Shift: Earning Organizational Credibility and Trust

How to Set the Growth Agenda

Aligning Business and Marketing Strategies

Capturing the CEO's Imagination

Visionary Marketers' Twelve Strategic Growth Topics

Your Five-Step Plan to Victory

Keeping the Dialogue on Track

So, What Do I Do on Monday Morning?

The Second Shift:

From Controlling the Message to Galvanizing Your Network (Written in collaboration with Andy Flynn)

The Network Era

Thriving in the Network Era

Network Touch Points

So Why Isn't Everyone Galvanizing Their Network?

So, What Do I Do on Monday Morning?

The Third Shift:

From Incremental Improvements to Pervasive Innovation (Written in collaboration with Mitch Duckler)

Pervasive Innovation

A Shift Toward Customer-Led Innovation

What Visionary Marketers Can Learn from Model Innovators

Fusing Visionary Marketing and Innovation

So, What Do I Do on Monday Morning?

The Fourth Shift:

From Managing Marketing Investments to Inspiring Marketing Excellence (Written in collaboration with Andy Pierce)

Marketing Excellence, Growth, and Accountability

Why Marketing Must Change Now

What the "Big M" Marketing Shift Requires

Experimentation at the Core of Success

A Few More Questions

So, What Do I Do on Monday Morning?

The Fifth Shift:

From an Operational Focus to a Relentless Customer Focus (Written in collaboration with Jeff Smith)

The Realities of a Relentless Focus on the Customer

Start Working Inward from the Customer

Inspire the Organization to Align Differently

A Bottom-Up Transformation Approach: Making a Business Case to Relentlessly Focus on the Customer

Visionary Marketers' Additional Transformational Igniters

The Evolution of Brand Councils to Growth Councils for Organizational Transformations

Organizational Transformation: Corporate Versus Business Unit, Centralized Versus Decentralized

We're All in This Together

So, What Do I Do on Monday Morning?

Afterword: Shifting Is Not Easy

Bibliography

Index

Table of Contents provided by Publisher. All Rights Reserved.