The days of marketers operating in a vacuum, with marketing and business strategies being devised independently of one another, are ending. The best marketers are now creating integrated perspectives that start with the growth objectives of their entire organization.
From deeply understanding today's and tomorrow's customers' needs, wants, behaviors, and media consumption patterns, to translating these into new products, services, experiences, and relationships that customers want, Visionary Marketers are helping their organizations match these customer dynamics with internal capabilities for maximum external impact.
In this web seminar, based on his book by the same title book, Scott Davis will discuss the five shifts marketers must undertake to fundamentally shift the role of marketing and help drive both the growth agenda and bottom-line results:
- Balance short-term pressures to show results, while staying aligned with the enterprise's longer-term vision
- Drive innovation, while figuring out how to best align internal resources with external opportunities
- Navigate the never-ending array of media choices, both old and new, to reach customers in ways that are meaningful to its customers
- Operate and win in an increasingly complex global environment as well as within an even more complex organizational environment (read: siloed and hierarchical)
- Win over critical internal stakeholders while shaping the opinions of Wall Street analysts.
Intended Audience and Level of Understanding:
This seminar is for marketers engaged in a strategic dialogue aimed at helping the executive team articulate a three- to five-year vision and strategy for growth. This seminar will benefit marketers tasked with developing company strategy and plans, setting corporate priorities, and improving corporate or business unit performance.
About Scott Davis, Senior Partner, Prophet
Scott Davis has 20 years of brand, marketing strategy, and new product development experience that he has brought to bear for many Prophet clients, including GE, ExxonMobil, The Carlson Companies, Johnson and Johnson, The Wrigley Company, Boeing, Payless ShoeSource, and Allstate.
Davis is the author of Brand Asset Management: Driving Profitable Growth Through Your Brands, named one of the top 30 books of 2000 by Executive Book Summaries. His second book, Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth was published to highly regarded reviews. His latest book, The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Drivers was released in May 2009.
His previous work experience includes 12 years at Kuczmarski & Associates (K&A), an innovation and branding consulting company, where he was Senior Partner and founder of the Brand Asset Management™ practice. Prior to K&A, Davis worked at Procter & Gamble, where he focused on a number of top global brands.
Davis is a member of the Chicago Olympic Marketing Committee, responsible for developing the pitch to bring the Summer Olympics to Chicago in 2016. He is also currently working with the City of Chicago and Mayor Daley and his team on a major rebranding initiative for the city.
Davis speaks at and chairs branding conferences for organizations such as The Conference Board, American Marketing Association, American Management Association, and the Association of National Advertisers. He is frequently cited in publications such as The Wall Street Journal, USA Today, BusinessWeek, Brandweek, Marketing News, Management Review, Advertising Age, and Crain's. Follow Davis on Twitter.
Davis is an Adjunct Professor at the Kellogg School of Management at Northwestern University, a featured speaker at the University of Chicago's Executive Program on "Marketing Services Companies," and a guest lecturer at other top graduate schools, including NYU, Harvard, Notre Dame, Medill, and Columbia.
Davis earned a Master of Management from the Kellogg School of Management at Northwestern University in Marketing, Finance, and Management Strategy and a B.S. in Marketing Management from the University of Illinois.
