This online event took place on:
Thursday, September 13, 2007
11:00 am Eastern Standard Time
More and more, marketing organizations are being asked to fulfill a far more significant role for the rest of the enterprise. Indeed, a number of CMOs have flourished in their capacity as “Growth Champions,” a term we use to describe marketing’s engagement in leading companies to expand their reach in the consumer or business-to-business marketplace. And, as successful leaders, the CMOs have also demonstrated their ability to establish an environment that encourages every member of the marketing team to thrive: After all, not only do followers need great leaders, but great leaders need great followers. Based on revealing interviews that Booz Allen Hamilton and the Association of National Advertisers conducted with marketing leaders at household-name companies, our experts offer insights into this new marketing role and how to make it work.
Andrew Tipping is a vice president with Booz Allen Hamilton in Chicago. He specializes in the organization and change leadership aspects of customer-focused transformation in private- and public-sector enterprises. Ed Landry is a vice president with Booz Allen Hamilton in New York. He focuses on strategy and sales and marketing effectiveness for consumer packaged-goods and health-care companies.
Webinar materials / further reading:
The New Complete Marketer
By Gregor Harter, Edward Landry, and Andrew Tipping
How the most successful CMOs are teaching management to drive growth.
By Edward Landry, Andrew Tipping, and Jay Kumar
How to drive the only marketing metric that matters.
The Better Half: The Artful Science of ROI Marketing
By Leslie H. Moeller, Sharat K. Mathur, and Randall Rothenberg
Advances in analytics, systems, processes, and organization design can converge to eliminate the waste from marketing.