how to be the marketing leader your organisation wants your to be

© BRAND LEARNING 2014

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Marketing Academy Marketing Academy Marketing Academy Marketing Academy BootcampBootcampBootcampBootcamp presentation for presentation for presentation for presentation for Marketing Week Live 2014Marketing Week Live 2014Marketing Week Live 2014Marketing Week Live 2014

A presentation by Andy Bird



2

How to be How to be How to be How to be the Marketing Leader the Marketing Leader the Marketing Leader the Marketing Leader

your organisation wants your organisation wants your organisation wants your organisation wants you to you to you to you to bebebebe




Inspiring people. Lifting capabilities. Growing organisations



RoisinRoisinRoisinRoisin DonnellyDonnellyDonnellyDonnelly

James EliasJames EliasJames EliasJames Elias

Andy DuncanAndy DuncanAndy DuncanAndy Duncan

Elizabeth FaganElizabeth FaganElizabeth FaganElizabeth Fagan

Keith WeedKeith WeedKeith WeedKeith WeedCraig Craig Craig Craig InglisInglisInglisInglis

David David David David WheldonWheldonWheldonWheldonJill McDonaldJill McDonaldJill McDonaldJill McDonald

Marketing Leaders Programme

Martin GlennMartin GlennMartin GlennMartin Glenn Richard GilliesRichard GilliesRichard GilliesRichard Gillies Sarah Sarah Sarah Sarah WarbyWarbyWarbyWarbyAndy FennellAndy FennellAndy FennellAndy Fennell



Customer-Centred Leadership

Driving business performance by inspiring, engaging

and enabling people throughout the organisation

to create better value for customers





© BRAND LEARNING 2012 6

BeingBeingBeingBeing

Leadership

People

Values

Behaviour

DoingDoingDoingDoing

Marketing

Task

Capabilities

Activity



Biggest key to John Lewis’ success has been a focus on earning trust

As a consequence, marketing really is seen as an investment



What kind of marketing leader do youyouyouyou want to be?



7 Leadership Questions


Insight

Purpose

Performance Partnership



Insight

11

1.1.1.1. What do you care about What do you care about What do you care about What do you care about

and believe in?and believe in?and believe in?and believe in?

2.2.2.2. What are you really What are you really What are you really What are you really

good at?good at?good at?good at?




Purpose

3. What is the future you3. What is the future you3. What is the future you3. What is the future you

want to lead for?want to lead for?want to lead for?want to lead for?

4. Who is the leader you4. Who is the leader you4. Who is the leader you4. Who is the leader you

want to bewant to bewant to bewant to be????




Partnership


5555. Who do you need to engage?. Who do you need to engage?. Who do you need to engage?. Who do you need to engage?

6. How can you engage them6. How can you engage them6. How can you engage them6. How can you engage them????



Performance




7 Leadership Questions


What do you care about

and believe in?

What are you really good at?

What is the future you

want to lead for?

Who is the leader you

want to be?

Who do you need to

engage?

How can you engage

them?

How can you be at your

best more of the time?

Insight

Purpose

Performance Partnership




Driving business performance by inspiring, engaging

and enabling people throughout the organisation

to create better value for customers




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Inspiring people. Lifting capabilities. Growing organisations.

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how to be the marketing leader your organisation wants your to be

Leadership & Management