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No Cape Required: How to Become a Marketing Champion in Your Organization

Presenter: Roy Young
Broadcast on Friday, October 27, 2006
Duration: 90 minutes
Cost: $129

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Marketing is the engine of any enterprise, capable of addressing the top items on any CEO’s agenda. Yet in too many organizations, marketing is underutilized and undervalued, leaving many CMOs and marketing executives feeling frustrated and unappreciated. Many complain that the CEO, top-level executives, and non-marketing managers in their organization fail to see the connection between what the marketing function does and how it makes a significant contribution to the bottom line. Consequently, many CEOs and C-suite executives view marketing as a discretionary expense – quick to cut during tough times – or as a function that doesn’t require professional stature or respect.

Marketers must stop whining and take action; regardless of the role of marketing in their organization, they can improve their stature and impact. This presentation looks at practical ways marketing can address the top issues on the agenda of most organizations, thereby improving marketing’s power and influence and earning marketing a much deserved seat at the strategy table.

You Will Learn

• How to lead the way in the cash flow growth.
• How to align marketing with Sales and R&D.
• To speak a language other executives can understand.
• How to define metrics for what matters.
• How to defy marketing myths and market marketing inside your organization.

Who Should Attend

Marketing professionals at all levels in all industries.

About The Presenter

Roy Young is author, executive marketing coach, and the director of strategy and development at MarketingProfs.

Roy has worked with senior marketing executives at companies such as Visa, Bristol-Myers Squibb, March of Dimes, Travelocity, IBM and many others, and has published numerous marketing articles. He is the co-author with MarketingProfs Publisher, Allen Weiss, and USC professor of Marketing, David Stewart, of Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence, and Business Impact (John Wiley & Sons, 2006)which has received strong endorsements from marketing leaders, including distinguished marketing professor Philip Kotler, Seth Godin and Jack Trout.

What Participants Said

Of the participants who evaluated this seminar, 67% would recommend it to a colleague. Some of their comments:

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"In addition to providing novel, broad views, Roy converts high-level concepts to small nuggets that are presented at a pace that is easily digestible."

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"It really provides good information on how to not be viewed as a support function of the company and how to make a difference and get the respect that we all deserve."

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"If you are feeling frustrated at the lack of support in your organization for marketing, you need to attend this seminar to get you started on the path to winning everyone over to the value of marketing."

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"Nice content. I liked the powerpoints - nice use of graphics and pictures. Nice job."

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"This is a very helpful primer on "selling" marketing within your organization, beginning with your own department."

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