Marketing champions OF 21st Century

UNDERSTANDING THE LANDSCAPE

Myths about marketing

Distorted views

Not required to earn short term profit; its about advertising

Not required for R&D of a new product

Create needs but don’t fulfill them; qualitative in nature

It is advertising

It supports sales

Not required for product development

Transforming the Marketing Landscape

2 types of output recognized By Marketing

UPSTREAM MARKETING

DOWNSTREAM MARKETING

Identifying sources of cash

Process of producing cash

Communication

Lead generation

Revenue

Profit

Customer Equity

Hierarchy of cash flow responsibilities

lead

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CLEA

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YOU

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GEClarifying the language of marketingSay what you mean & mean

what you sayStandardize your professional processes

Translate marketing into language of business

Tips for talking business

THE MARKETING COMPASS

Manage NorthMake marketing matter to your CEO

Forge a friendship with your CFO

Define matrics for what matters

Make marketing matter to yourCo

ncer

ns o

f CEO

CEO

Forge a friendship with your

CFONee

dsHealthy & predictable cash flow

Steady growth earnings year after year

Increasing shareholder or financial value

Defensible set of controls on company expenditures

Define metrics for what matters marketing activity financial results

Manage EASTBust silos & build

bridges

Scratch sales back

Dream with the R&D teamEA

ST

Manage SOUTH Build a Brand for Marketing

Deliver on Marketing’S Brand PromiseSOUTH

Manage westW

EST

Look for opportunities on business frontier

Lead the way in the Cash Flow frontier

LETS HOPE I BECOME

THE NEXT MARKETING CHAMPION

THANK YOU

Arshpreet Kaur PGDM2/1507