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Posted April 9, 2013
The Shift by Scott Davis, a senior partner at Prophet, is a rema
The Shift by Scott Davis, a senior partner at Prophet, is a remarkably insightful book of how Chief Marketing Officers and Marketing Vice Presidents can transform themselves from tactical marketer to corporate growth leader. Uniquely armed with their organization's customer information, CMOs and Marketing Vice Presidents are well positioned to lead their organizations to greater growth if they can make the five `shifts' that will place them at the heart of strategic decision-making. Scott describes these shifts as moving:Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
1. from creating marketing strategies to driving business impact
2. from controlling the message to galvanizing your network
3. from incremental improvements to pervasive innovation
4. from managing marketing investments to inspiring marketing excellence and
5. from an operational focus to a relentless customer focus
What I particularly appreciated about The Shift is Scott's use of evidentiary case studies and marketing executive interviews from companies like GE, Wal-Mart, and Burger King to illustrate each shift and his actions to be taken on Monday morning; both of which provide a guide for the reader seeking to make a shift of his/her own.
I found The Shift not to be a book about corporate marketing but rather a book about corporate growth. I've already used several of Scott's recommendations and highly recommend The Shift to everyone seeking insight as to how to lead their organization to greater growth and profitability.
All the Best,
StrategyDriven Principal Contributor and
co-Host, StrategyDriven Podcast
Posted February 1, 2010
Informative take on becoming a "Visionary Marketer"
Marketing certainly needs to be jolted into the 21st century, and this book may be a good first step in that direction. Scott M. Davis, working with Philip Kotler, who wrote the foreword, and with other chapter co-authors, urges tactical marketing executives to become "Visionary Marketers," a transformation process that requires "five shifts" in practice and focus. To buttress his case for change, Davis includes real-world examples of top corporate marketers who transcended their traditional roles and earned the serious regard of senior management by affecting the bottom line. However, while his case studies have practical applications, he presents little new information and his descriptions of the five transformational shifts sometimes bog down. That said, he makes a compelling point that marketing must change and focus on the larger goals of the company, armed with superior knowledge of customers. As a result, getAbstract recommends Davis' book to serious marketers who want to update and transform their tactics in a radial way and, by doing so, step into a more influential role in their companies.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.