Marketing Champions: Practical Strategies For Improving Marketing's Power, Influence, And Business Impact

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Marketing Champions explains to marketing professionals how to make the marketing department an influential, powerful, and critical part of any organization. Because many CEOs don't currently perceive their marketing departments as delivering sufficient value, the author posits that it is up to marketers to prove them wrong and seize organizational significance. He outlines the three key dimensions of value required to effectively manage marketing as an asset of any organization, and leads the reader through the steps necessary to achieve them -- first, how marketers must prove that they manage demand so as to create and harvest cash flow; second, how they must demonstrate profitability, showing a clear link between marketing activities and financial returns to the firm; and third, how they must establish repeatable, transparent processes to show the line of reasoning behind their proposals and decisions. About The Author Roy A Young is Director of Strategy and Development for MarketingProfs.com, and an executive coach to marketing managers. MarketingProf's weekly online newsletter is read by 130,000 marketing executives. He a has held high-level marketing and consulting positions with Time Inc., Yankelovich & Partners and the Los Angeles Metropolitan Transportation Authority, and was an executive search consultant specializing in placing marketing executives. Roy has lectured in marketing at such schools as UCLA and USC and holds an MBA in Marketing from the Stern School at NYU. Allen M. Weiss is the Professor David and Jeanne Tappan Fellow in Business to Business Marketing at USC's Marshall School of Business. Prior to joining the faculty at USC, he was on the faculty at Stanford University, and was a consulting member of the technical staff at AT&T Bell Laboratories. He has specialized throughout his career in high-tech marketing and has written about technology for over 15 years in both the academic and popular press, and was the weekly e-marketing columnist for Upside.com. He has published in the Journal of Marketing Research, Journal of Marketing, Management Science, Organization Science, Journal of Financial Economics, Journal of Law, Economic and Organization, and the Journal of Industrial Economics. Professor Weiss consults primarily with high-technology firms including Intel Corporation, Texas Instruments, COMPAQ, IBM, Hughes Space and Communications, Northrop Grumman, Informix Software, EMD, AIG, Perspecta, Sematech, Visioneer and Dataquest. David W. Stewart is the Robert E. Brooker Professor of Marketing in the Marshall School of Business at the University of Southern California. A former editor of the Journal of Marketing, he is well known for his work on marketing strategy, marketing communication and marketing research methodologies. Table Of Contents Preface: Are You A Marketing Champion? Why This Book? The Marketing Champion's Imperative The Marketing Compass About Our Research Part One: Understand the Landscape 1 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 2 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 Part Two: Manage North 3 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 4 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 5 Define Metrics for What Matters Your Marketing Metrics Audit Process Tips for Selecting and Using Marketing Metrics Part Three: Manage East 6 Bust Silos and Build Bridges A Closer Look at Silos Silos and You Busting Silos: Five Tactics 7 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 8 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 Part Four: Manage South 9 Build a Brand for Marketing Perception Becomes Reality Two Little Words Reshaping Perceptions of Marketing Your Brand-Building SWOT Analysis 10 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 Part Five: Manage West 11 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 12 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