marketing champions
TRANSCRIPT
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Marketing champions OF 21st Century
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UNDERSTANDING THE LANDSCAPE
Myths about marketing
Distorted views
Not required to earn short term profit; its about advertising
Not required for R&D of a new product
Create needs but don’t fulfill them; qualitative in nature
It is advertising
It supports sales
Not required for product development
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Transforming the Marketing Landscape
2 types of output recognized By Marketing
UPSTREAM MARKETING
DOWNSTREAM MARKETING
Identifying sources of cash
Process of producing cash
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Communication
Lead generation
Revenue
Profit
Customer Equity
Hierarchy of cash flow responsibilities
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lead
ersh
ipHI
GHLO
W
LOW HIGHCash flowCa
sh fl
ow d
river
inde
x
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CLEA
N UP
YOU
R LA
NGUA
GEClarifying the language of marketingSay what you mean & mean
what you sayStandardize your professional processes
Translate marketing into language of business
Tips for talking business
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THE MARKETING COMPASS
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Manage NorthMake marketing matter to your CEO
Forge a friendship with your CFO
Define matrics for what matters
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Make marketing matter to yourCo
ncer
ns o
f CEO
CEO
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Forge a friendship with your
CFONee
dsHealthy & predictable cash flow
Steady growth earnings year after year
Increasing shareholder or financial value
Defensible set of controls on company expenditures
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Define metrics for what matters marketing activity financial results
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Manage EASTBust silos & build
bridges
Scratch sales back
Dream with the R&D teamEA
ST
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Manage SOUTH Build a Brand for Marketing
Deliver on Marketing’S Brand PromiseSOUTH
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Manage westW
EST
Look for opportunities on business frontier
Lead the way in the Cash Flow frontier
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LETS HOPE I BECOME
THE NEXT MARKETING CHAMPION
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THANK YOU
Arshpreet Kaur PGDM2/1507