strategic marketing leadership essentials list of 17 non-negotiables of strategic marketing...
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The 17 Non-Negotiables of Strategic Marketing Leadership
By Scott McClymonds CEO & Chief Growth Strategist
CEO Velocity
ceovelocity.com
linkedin.com/in/scottmcclymonds
479.263.0774
Copyright CEO Velocity 2014 [email protected] 479.263.0774
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The 17 Non-Negotiables of Strategic Marketing Leadership In my white paper, “The Four Critical Success Factors of Strategic Marketing”, I list leadership as the fourth and overriding factor for success. Interestingly, more than one very smart business person has asked me what leadership has to do with marketing. At first when I got this question I had to pick myself up off the floor. Upon further reflection I realized few of my questioners had much experience in strategic marketing. Therefore, they see it as an orderly function that just occurs matter-of-factly. Nothing could be further from the truth. Like every other aspect of a successful business, leadership is at the heart of strategic marketing, and strategic marketing is a requirement for business growth. From many years of strategic marketing, integrating data, technology, and a thorough understanding of the business goals and functions, I have created the following list of 17 Non-Negotiables of Strategic Marketing Leadership. In the list, the technical, analytical, and marketing skills are the easiest to master. The toughest to master are those requiring the ability to convince people to make changes, maneuver around and manipulate the political process, build alliances, and keep people enthusiastic about your vision over the long haul. Without further delay, The 17 Non-Negotiables of Strategic Marketing Leadership:
1. The foundational skill of knowing how data can be turned into profitability, loyal customers, and satisfied employees
2. Understanding how to recognize and capitalize upon underutilized assets
3. Thoroughly understanding the sales and work processes of your sales force
4. Understanding the dynamics of your customer base in terms of current
and potential product needs and profitability
5. Creating a vision that can be sold to all levels of management and line personnel
6. Realigning your marketing operation to accommodate the changing
needs of your company
Copyright CEO Velocity 2014 [email protected] 479.263.0774
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7. Forming key strategic alliances with powerful players
8. Being comfortable working with technical personnel and resources like
internal IT divisions and vendors
9. Choosing a technology partner with the tools, skills, and service to help you achieve your vision
10. Developing a deep understanding of the capabilities of the technology you are introducing
11. Evaluating risks in your marketing and technology operation and
mitigating against them
12. Getting your own strategic marketing team on board and energized for the long haul
13. Overcoming political and cultural obstacles
14. Being creative and resilient in the face of rejection and opposition
15. Working closely with the sales force to keep your marketing strategies top of mind with them as well as to get their feedback
16. Tracking and promoting your successes in order to accelerate your results
17. Examining your successes and failures, developing greater capabilities,
and setting higher goals Scott McClymonds is principal and CEO of CEO Velocity, a strategic growth firm helping chief executives maximize their greatest opportunities, take faster action, and dramatically raise their level of success. Contact Scott at 479.263.0774, [email protected], linkedin.com/in/scottmcclymonds, or @ScottMcClymonds.