It is about how to lead in every aspect of marketing and keeping various heads of marketing compass in mind.

1. Marketing champions OF 21st Century

2. 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

3. Transforming the Marketing Landscape
2 types of
output
recognized
By
Marketing
UPSTREAM
MARKETING
DOWNSTREAM
MARKETING
Identifying sources of
cash
Process of producing
cash

4. Communication
Lead generation
Revenue
Profit
Customer
Equity
Hierarchy of cash flow responsibilities

5. leadership
HIGLOW
LOW HIGH
Cash flow
Cashflowdriverindex

6. CLEANUPYOURLANGUAGE
Clarifying the language of
marketing
Say what you mean & mean
what you say
Standardize your professional
processes
Translate marketing into language
of business
Tips for talking
business

7. THE MARKETING COMPASS

8. Make marketing matter to your C
Forge a friendship with your
CFO
Define matrics for what
matters

9. Make marketing matter to your
ConcernsofCEO
CE
O

10. Forge a friendship
with your
CFO
Healthy & predictable cash flow
Steady growth earnings year after year
Increasing shareholder or financial value
Defensible set of controls on company expenditures

11. Define metrics for what
marketing
activity
financial
results

12. Bust silos & build
bridges
Scratch sales
back
Dream with the
R&D team
EAST

13. Build a Brand for
Marketing
Deliver on Marketing’S
SOUTH

14. WEST
Look for opportunities on
business frontier
Lead the way in the Cash
Flow frontier

15. LETS HOPE I BECOME THE NEXT MARKETING CHAMPION

16. Arshpreet Kaur
PGDM2/1507