Forrester’s Marketing department do a great job, and they have cut me a very personal email called the Marketing Leadership home page, which has 6 Success Imperatives – the 6 factors that make a marketing leader successful.
Needless to say each imperative leads to a report that I can’t share, but I can share the imperatives themselves! They are;
1. Harness emerging customer trends. Find the results of global Consumer studies which expose how consumers change their interaction with brands, media, and each other.
2. Thrive on market and technology change. Markets and technologies change rapidly, and effect how your firm manages consumers, content, processes, and business partners. This imperative will help you set priorities and select the right tools and markets to stay ahead of your competitors.
3. Differentiate the brand experience. Brand loyalty continues to drop as product cycles shorten and consumers turn away from advertising. To differentiate your brand from the pack, and justify high margins, find the latest research on brand and loyalty management.
4. Optimise the marketing and media mix. “Half of the marketing budget is wasted; we just don’t know which half” no longer holds true. With new marketing and media planning tools and methods, you can raise the return on every marketing dollar and develop effective multichannel campaigns.
5. Build influence across the company. The role of the CMO is evolving from “market communications” to corporate business strategy, putting the customer first in everything the firm does.
6. Create and nurture high-performance teams and partnerships. The changing role of marketing forces leaders to review their organisation, skills, and partners.
Sound advise as usual from Forrester, who I have to say have always been my favourite analyst co.
Filed under: Analyst, Branding, Business, Customer service, Forrester, Measurement, Media, Planning, Research, Strategy, marketing, technology , 6 Success Imperatives, Advertising, Brand, change, CMO, Forrester, Leadership, marketing, Media, Research, trends
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