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

( 2 )

Overview

Traditional marketers live in a short-term world built on anever-narrowing platform of marketing communications and promotions.They are often limited to running agency relationships and enablingthe sales force, while constantly being squeezed for funds they donot have. But the days of marketers operating in a vacuum andmarketing and business strategies being created independently ofone another are ending. The best marketers are now creatingintegrated perspectives that start with the growth aspirations oftheir ...

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Overview

Traditional marketers live in a short-term world built on anever-narrowing platform of marketing communications and promotions.They are often limited to running agency relationships and enablingthe sales force, while constantly being squeezed for funds they donot have. But the days of marketers operating in a vacuum andmarketing and business strategies being created independently ofone another are ending. The best marketers are now creatingintegrated perspectives that start with the growth aspirations oftheir entire organization. The Shift will show how this new breedof Visionary Marketers has become a successful catalyst for growthand transformation within an organization, as well as how you canbecome a marketing visionary too.

Using case studies and insights from leading marketers at GE,Walmart, Charles Schwab, P&G, Burger King, Zappos, Best Buy,Dell, and others, as well as relying on over twenty years ofprofessional experience, renowned marketing expert Scott Davisoutlines the five shifts marketers must undertake to fundamentallyshift the role of marketing and help drive both the growth agendaand bottom-line results. Davis reveals how to 1) balance short-termpressures to show results while staying aligned with theenterprise's longer-term vision, 2) continuously drive innovationin a pervasive way, 3) navigate the dizzying array of new and oldmedia choices to reach customers in meaningful ways, 4) operate andwin in increasingly complex internal and external environments, and5) maintain a relentless focus on the customer.

It is critical for all marketers to begin leading the charge togrowth in their organizations. The Shift will show how VisionaryMarketers are implementing new and better ways to win new customersand build deeper and more meaningful relationships with currentcustomers, while keeping competitors at bay.

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Editorial Reviews

From the Publisher
"Begins a new dialogue in marketing" (Hindu Business Line,   May 28, 2009)

 "…outlines a marketer's 5-step plan to becoming a growth catalyst" (The Advertiser, July 1, 2009).

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Product Details

  • ISBN-13: 9780470388389
  • Publisher: Wiley
  • Publication date: 5/26/2009
  • Edition number: 1
  • Pages: 272
  • Product dimensions: 6.40 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Scott M. Davis is a senior partner at Prophet, was an adjunct professor at the Kellogg Graduate School of Management at Northwestern University, and has guest lectured at many top MBA programs, including Harvard, NYU, Columbia, and the University of Chicago. He has worked with top executives at companies such as GE, Johnson & Johnson, IBM, Best Buy, Sara Lee, and Boeing. He is frequently cited in publications such as The Wall Street Journal, Reuters, USA Today, BusinessWeek, Advertising Age, Brandweek, Marketing News, Management Review, Inc. Magazine, and Crain's. He is the author of Brand Asset Management and coauthor of Building the Brand-Driven Business.

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Table of Contents

Foreword  (Philip Kotler).

Acknowledgments.

Preface: It’s All About Growth.

Five Aspects of The Shift.

Why Should I Change? I’m Okay.

Building the Case for the Marketer as Growth Champion andCatalyst.

The Time Is Now.

Introduction: Preparing to Make The Shift.

Voices from the Front Line.

The Reason Most CEOs (Including Yours) Don’t Shift.

If CEOs Do Not Want to Shift, How Can We?

Can You Shift? Look First at Your Marketing OrganizationArchetype.

Archetypes and Success Enablers Combine to Show the Best.

1 THE FIRST SHIFT: From Creating Marketing Strategiesto Driving Business Impact.

Insights: Your Secret Weapon.

Power in a P&L Mind-Set.

Cementing the First Shift: Earning Organizational Credibilityand Trust.

How to Set the Growth Agenda.

Aligning Business and Marketing Strategies.

Capturing the CEO’s Imagination.

Visionary Marketers’ Twelve Strategic Growth Topics.

Your Five-Step Plan to Victory.

Keeping the Dialogue on Track.

So, What Do I Do on Monday Morning?.

2 THE SECOND SHIFT: From Controlling the Message toGalvanizing Your Network (Written in collaboration with AndyFlynn).

The Network Era.

Thriving in the Network Era.

Network Touch Points.

So Why Isn’t Everyone Galvanizing Their Network?

So, What Do I Do on Monday Morning?

3 THE THIRD SHIFT: From Incremental Improvements toPervasive Innovation (Written in collaboration withMitch Duckler).

Pervasive Innovation.

A Shift Toward Customer-Led Innovation.

What Visionary Marketers Can Learn from Model Innovators.

Fusing Visionary Marketing and Innovation.

So, What Do I Do on Monday Morning?

4 THE FOURTH SHIFT: From Managing MarketingInvestments to Inspiring Marketing Excellence (Written incollaboration with Andy Pierce).

Marketing Excellence, Growth, and Accountability.

Why Marketing Must Change Now.

What the “Big M” Marketing Shift Requires.

Experimentation at the Core of Success.

A Few More Questions.

So, What Do I Do on Monday Morning?

5 THE FIFTH SHIFT: From an Operational Focus to aRelentless Customer Focus (Written in collaboration withJeff Smith).

The Realities of a Relentless Focus on the Customer.

Start Working Inward from the Customer.

Inspire the Organization to Align Differently.

A Bottom-Up Transformation Approach: Making a Business Case toRelentlessly Focus on the Customer.

Visionary Marketers’ Additional TransformationalIgniters.

The Evolution of Brand Councils to Growth Councils forOrganizational Transformations.

Organizational Transformation: Corporate Versus Business Unit,Centralized Versus Decentralized.

We’re All in This Together.

So, What Do I Do on Monday Morning?

Afterword: Shifting Is Not Easy.

Bibliography.

Index.

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Customer Reviews

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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

    Was this review helpful? Yes  No   Report this review
  • Posted February 1, 2010

    more from this reviewer

    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  No   Report this review
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