the secret to becoming a marketing champion
TRANSCRIPT
The Secret to Becoming a Marketing Champion
Roy Young - President of MarketingProfs and co-author of Marketing Champions
Jeffrey Hayzlett - Author of The Mirror Test
Maria Pergolino – Director of Marketing, Marketo
© 2010 Marketo, Inc. All rights reserved
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What is a Revenue Master?
Founded as a way to highlight the successes of exemplary sales and marketing professionals
Best-in-class sales and marketers, analysts, book authors and thought leaders
Speakers that have the ability to measure and demonstrate ROI of their sales and marketing programs
Marketers helping to make marketing a revenue generator and not a cost-center in their organizations
Sales professionals focused on closing deals and product values, not cold calling
© 2010 Marketo, Inc.
How to Become a Marketing Champion
Roy Young
President
MarketingProfs
The Revolving Door
The Executive Suite
Marketing
Champions
Have
Power,
Influence
and
Business
Impact
The Responsibilities of Marketing Vary, But Marketing is Primarily PROMOTION
(Source: MarketingProfs Survey of 3,000 Marketers, February 2005)
9 2
8 8
8 28 0
71
586 0
4 850
4 8
4 2
3 1
4 0
3 2
2 7 2 6
9 1
8 5 8 5
73
7774
4 7 4 7
70
3 8
2 92 6
2 018
2 1
8 6
0
10
20
30
40
50
60
70
80
90
100
Promotion
Advertising
Branding
Marketing Research
Market Segmentation
Web Site Management
Competitive Analysis
Customer Loyalty
Customer Relationship Management
Lead Generation
New Product Development
Distribution Channels
RevenueProfit
Pricing
Customer Service
B2C B2B
What Does Marketing Do?
All Business Functions are
Defined By OUTPUTS:
Sales Sells
R&D Invents
Operations Delivers
HR Staffs
Finance Funds
Marketing _______________?
Marketing Produces Cash Flow
Now
. . . And Identifies Sources of Cash Flow
for the Future
Where Are You On the Cash-Flow Hierarchy?
5%
20%
30%
55%
90%
Seven Types of Marketing Champions
1. Brand Champion: Jeffrey Glueck, Travelocity
Seven Types of Marketing Champions
2. Data Champion: David Norton, Harrah’s
Seven Types of Marketing Champions
3. Product Development Champion:
Wendy Dixon, Bristol Myers-Squibb
Seven Types of Marketing Champions
4. Sales Champion:
Alex Gogh, IBM
Seven Types of Marketing Champions
5. Silo Spanner Champion: Jim Davis, SAS
Seven Types of Marketing Champions
6. New Product Introduction Champion:
Debra Sandler, McNeil Products
Seven Types of Marketing Champions
7. Digital Champion:
Dan Harrington, CTX Mortgage
Use the Compass to Strengthen Your Current Role
and to Move Up the Cash-Flow Hierarchy
SWOT Analysis North (C-Suite)Agree/Disagree:
My CEO
1. Depends on marketing for more than communicating offerings to
consumers.
2. Sees marketing as accountable for developing and implementing
plans that support corporate strategy.
3. Values marketing’s insights about customers.
4. Depends upon customer-focused performance metrics.
5. Depends on information from marketing to develop reports to the
Board and Wall Street analysts.
My CFO
1. Interested in building a strategic understanding of the business,
including customers and competitors.
2. Values financial analysis of revenue/cash flow.
3. Is an ally for securing information, support and resources from
other parts of the organization.
4. Sees the marketing group as a driver of profits and growth.
Use a Marketing Compass to Become a Marketing Champion!
Roy Young
President
MarketingProfs
Jeffrey W. Hayzlett
@jeffreyhayzlett
www.facebook.com/jeffrey.hayzlett
Proof of Life
• Why are you in the game?
• Passion is NOT a substitute for planning
- Pheasants are not forever
• The new elevator pitch
- Your 118?
Leadership
• Big Macs are worth the wait- Set clear COS (conditions of satisfaction)
• Causing tension
• Be who you are. . .- We love you but we’ll miss you
• No one is going to die
The Bottom Line
• Bigger is better. . .grow or die
• Buzz is not sales
- A brand is not bought
• What is your operating philosophy?
- FAST
Three Customer Nevers
• Take a customer for granted. . .trust!
• Never really assume you know your
customer
• Never stop selling your company…and
YOU!
What I learned from
George.
Serve
Make it easy
Get close. . .real close
Looking back in the mirror