Inspirational Marketing Leadership Tips from some of the UK's top Marketing Leaders
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Transcript of Inspirational Marketing Leadership Tips from some of the UK's top Marketing Leaders
Inspiring people. Lifting capabilities. Growing organisations.
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What makes an outstanding leader?
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This document has been produced following on from discussions with these top marketing leaders:
Andy Bird
Executive Director & Co-Founder
Rod Connors
ex Marketing Director,
Roisin Donnelly
Corporate Marketing Director
Andy Duncan
Managing Director
Cilla Snowball CBE
Group Chairman & Group CEO
Sarah Warby
Marketing Director
Martin Glenn
CEO
Inspiring people. Lifting capabilities. Growing organisations.
Perspectives from The Marketing Society, Marketing Leaders Programme 2014
#TipsFromTheTop
Author: Rodrigo BarretoFollow us on Twitter: @brandlearning Find us on LinkedIn
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Context
The Marketing Society, together with Brand Learning, developed the Marketing Leaders Programme as a unique development experience for high potential individuals, preparing for marketing leadership roles.
Now in its 11th year, this blend of marketing and people leadership skill development, delivered by eminent industry leaders and leadership experts, is designed to help shape the great marketing leaders of tomorrow.
Here we share some of the leadership lessons we took from the 2014 UK programme: key characteristics of the leaders that spoke, and the tips they shared.
For more information on the Marketing Leaders Programme, please visit our website
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5 CHARACTERISTICS OF INSPIRING LEADERSMy observations of the leaders I met
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5 characteristics of inspiring leaders
1. Great leaders have a clear purpose, they are “up to something”, and excite others about that purpose
2. They focus on context not content to choose how they behave
3. They mindfully manage their energies: spiritual, intellectual, emotional and physical
4. They’re obsessed with customers and customer-centred growth
5. Every great leader commits to being at their best: personally and for their teams
#TipsFromTheTop
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1. Great leaders have a clear purpose
Their purpose creates direction around which they inspire others.
Their purpose allows
them to focus their
time – being selective
to spend time on what
really matters.
Their purpose
guides them in
cheering progress:
encouraging people
to do better, to step
forward
Their purpose extends outside their immediate occupation: they were all involved
in charity work, community work or non-exec roles in other companies
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2. They focus on context not content to choose how they behave
“Sometimes I need to be helpful, sometimes powerful”
“My job is to create an
environment that people can be at their best
most of the time”
“Create an
environment
where people
are in touch
with their
values, that
allow for work-
life balance and
self-development”
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3. They mindfully manage their energies
4 Leadership Energies: Spiritual, Emotional, Intellectual & Physical
The more senior you get, the bigger is the manifestation and impact of your emotions
Leaders need to signal, explain in what mode they are in so people know what to expect
You need to contribute and engage in the meetings you are in. If you are not doing that, DON’T GO!
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4. They’re obsessed with customers and customer-centred growth
Winning companies translate what customers want into customer value
Marketing’s role is to champion this across the company. “If Marketing
doesn’t drive the customer agenda. Who else will?”
Learn to love customers problems. They can be the source of future growth
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5. Every great leader commits to being at their best
Leaders…
…are authentic and transparent
…have personal humility and professional will
…are committed to their team’s success
…listen with intent
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Look at things from both ends of the telescope
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Any monkey can make rational decisions
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It can’t be that tricky – whatever it is
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Roisin Donnelly
Corporate Marketing Director,
P&G
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Put your consumer at the heart of everything you do
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Innovate – always have a test and learn programme in place
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Your consumer only sees your execution not your strategy
Always execute brilliantly.
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Have passion for everything you do and leave your legacy
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You can do anything
but you can’t do everything. Make choices on your business
and in your personal life
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Be willing to take risks but always be in beta mode
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Deliver Fast! Consumers are always changing and companies need to be
able to cut through the excessive layers and be agile
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Leverage design and creativity as a way to uniquely deliver customer experiences
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Cilla Snowball CBE
Group Chairman & Group CEO, AMV BBDO
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Be clear about the “relentless” reality
of leadership
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Obsess about customer
satisfaction
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Be a chef not a waiter; bold ideas
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Leaders need to always have a succession plan to think about
equipping their teams to move up
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Cilla Snowball CBE
Group Chairman & Group CEO
Rod Connors
Co-founder of Branded Sports Group and ex
Marketing Director Nike
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Understand what key stakeholders expect from
you
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Be ambitious for your business. It's infectious
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Search for your brand's higher
purpose
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Martin Glenn
CEO,United Biscuits
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Ensure you’re seen as practical as well as
theoretical
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Driving effective change is vital
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Marketing is as much a philosophy as a
management science#TipsFromTheTop
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Andy Bird
Executive Director & Co-Founder, Brand Learning
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Generate an inspiring consumer-centred vision
for the business
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Define the role and activities that the Marketing function needs to perform for the business
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Align with your CEO and cross-functionally to build people’s
engagement and commitment
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Take responsibility for driving sustainable, profitable
business growth
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Develop a capability development strategy that is driven by, and enables you to deliver, your
business objectives#TipsFromTheTop
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Thank you for reading some of the Top Tips for future business leaders
These tips came from senior marketing leaders speaking at Module 1 of The Marketing Society, Marketing Leaders Programme
run in association with Brand Learning, sponsored by Shell
To hear about more tips from our capability and leadership programmes please connect with us @brandlearning, on LinkedIn, and subscribe to our blog.
#TipsFromTheTop
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This presentation/document contains the copyright work of Brand Learning Group Ltd and contains trade marks which are the property of Brand Learning Group Ltd (including, without limitation, Brand Learning ®, the Brand Learning Propeller ® device and the “Brand Learning Wheel™” (the “Marks”).) No rights, of ownership or otherwise, are hereby granted in or to the Marks; which may not be used or reproduced without the prior written consent of Brand Learning Group Limited.
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© Brand Learning Group Ltd, 2014.
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