I recently had the opportunity to hear Scott Davis, Senior Partner of the strategic brand and marketing consultancy, Prophet, speak about his new book “The Shift: The Transformation of Today’s Marketers into Tomorrow’s Growth Leaders.” During his speech Mr. Davis shared personal stories that underscored the powerful loyalty that can be inspired in people when a brand delivers well on its promise. He went on to dive into the core theme expressed in his book: marketing is more than discretionary spending to build awareness – it is a powerful tool to affect change and drive strategic objectives. Marketing, at its best, has the most to offer in support of growth agendas because it is closer to the customers and competition. For marketing to be effective, it must have a good understanding of its audience and who else is trying to reach that audience. Leveraging these insights in support of strategy is where marketing can prove its value as growth leader.
Mr. Davis went on to highlight the five key shifts marketers should strive to make in order to change their profile from marketer to Growth Leader driving Visionary Marketing.
The 5 Shifts:
