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The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Leaders

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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:

    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,
    Nathan Ives
    StrategyDriven Principal Contributor and
    co-Host, StrategyDriven Podcast

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