Successful marketers and agency leaders aren’t born. They’re made. The Marketing Leadership Masterclass isn’t about marketing. It’s about becoming a marketing leader who inspires change, builds influence inside the firm, mobilizes colleagues and leads teams.
To make change happen, shed light on the issue. Measure customer feedback, costs, time wasted – whatever your currency is. Make sure your data is solid. Praise those in the top left corner who are doing well; no need to shame those in the bottom right-hand corner – the chart will do it for you.
Tell people how you got to where you are. Talk about the hurdles. Share your tricks. Give hope. As a leader, the most precious thing you can help others build is confidence. And it’s free.
If you want dissatisfied customers, lock them in.
For breakthrough results, harmony isn’t the recipe. Fighting is. Under one condition: the fight has to be constructive.
Tell customers it’s a middle seat upfront. Then, be generous. Give people a free drink, more air miles, a discount coupon, an extra report, your premium service package. Make the middle seat wider.If people feel good about your middle seat, they may come back. For sure, it’s fair.
Sheryl Sandberg has a point. In her book ‘Lean In’, Facebook’s current COO asks women, “What would you do if you weren’t afraid?” Sandberg is a public role model. Her book has empowered millions of women to step up. To seek and speak the truth. To claim their seat at...
“What’s the point of the Chief Marketing Officer (CMO)?” I asked Marketing Week readers that question. Why? Well, here is a baffling paradox: Each day, the world’s marketers create billions of cash dollars. Baileys, the Irish cream liqueur, has just had a record year....
Use the power of travel for change. In organizations, get people to meet customers, switch departments, take on cross-functional work. Do the same yourself—and leave your country now and then. That one new perspective, that one new idea, that one new priority that you acquire can make all the difference.