Intelligent vs. Imaginative Marketers

Yet marketers need to do and be more commercially focused in the way they approach their markets, more competitive and creative, and more focused in where their organization is going next..

Indeed, it is perhaps not surprising that the most successful marketers today are often not even called marketers any more! Marketing leaders today often come in the line of commercial directors, managing directors of business units, business managers of market segment, or even customer managers..

Let me show you the characteristics of Intelligent & Imaginative Marketers:

More Intelligent Marketers

(1) Customer: Harnessing customers as the “power base” of marketing, from insights to propositions and experience.
(2) Business: Seeing business as a whole and how it must align, focus and evolve to size the opportunities of markets.
(3) Growth: Driving profitable growth through strategic focus on markets and brands, innovation and relationships.

More Imaginative Marketers

(1) Champions: Working across the business to inspire and ensure effective delivery to customers every time.
(2) Innovators: Encouraging more creative thinking across the business, leading innovation as a core discipline.
(3) Drivers: Becoming the driving force of business strategy and decision making, investments and priorities.

I believe both are so important to businesses, but if marketing professionals want to take “Center Stage” then, they have to be more imaginative marketers..

A recent survey by McKinsey for the marketing Society reveals that CEOs need marketers to do much more. There are clearly significant challenges and opportunities for marketing and marketers. In particular, CEOs are keen to foster a marketing mentality in all parts of the business, not just functionally!