No Cape Required: How to Become a Marketing Champion in Your Organization
- Roy Young
- Shelley Ryan
- Fri., Oct. 27, 2006, 12pm ET (9am PT)
- 90 minutes
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.
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.
Who Should Attend?
Marketing professionals at all levels in all industries.
What Will You 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.
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