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Description:
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Bob Baginski, ITSMA’s senior vice president,
has been "around
the block" a few times.
With over 25 years of experience in professional services, he has picked
up a few tools of the trade. In this ITSMA Viewpoint, Bob shares
some techniques and wisdom for positioning the value of marketing that
he has gained through his tenure at five leading business consulting
and technology solutions providers: Satyam, Accenture, CSC, Ernst & Whinney,
and Cleveland Consulting Associates (acquired by CSC).
Some of the key takeaways include:
- Marketing leaders need to be business leaders, not just managers
or supporting players. They must take ownership and set the marketing
agenda. This is aided by conducting a business and marketing assessment
and marketing planning.
- Marketers must not only do great work; they must also sell the value
of that great work.
- The journey to marketing leadership can take 18 months to three years;
marketers must demonstrate to management that they are making significant
progress along the way.
- Establishing differentiation can be the most difficult, yet rewarding,
milepost on the marketing leadership journey.
- Marketers should know more about their customers than anyone else
in the company. Among other things, this gives them greater credibility.
- The
critical success factors for marketing leadership are innovative
thought leadership content, proof of success, high-quality work, and
talented, committed people.
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