In my last blog, I suggested that you must EARN your seat.
You must become a valued contributor to the overall discussion – one
that lends both knowledge and insight to the conversation in a way that helps
the C-Suite make the hard decisions.
To do this, you need to understand how senior management thinks
about company performance; know which specific results drive their success and
thus their motivation; and tailor
reporting and communications to reflect marketing’s true contributions and earn
a “seat at the table.”
My blog readers will acquire a foundational understanding of:
•
How business leaders think strategically
•
“Red flags” that guide decision making
•
The critical role of marketing/advertising in business
success
•
How to create and prioritize Key Performance
Indicators (KPIs) that are relevant to top executives
•
How to determine Return on Investment and Return
on Objectives, and the difference between them
•
Marketing’s role in delivering Shareholder Value
We will accomplish this through a logical progression of the above core competencies.
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