The Secret to Becoming a Marketing Champion

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

[email protected]

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