Roy A. Young & Allen M. Weiss 
Marketing Champions 
Practical Strategies for Improving Marketing’s Power, Influence, and Business Impact

Praise for Marketing Champions

‘Much has been written about the importance of using marketing principles and tools effectively. But we’ve paid far less attention to how marketing works within an organization–and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject–sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow.’
–Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

‘The authors understand that marketing is now the most important force within an organization–if you can figure out how to coordinate the rest of your colleagues. This book shows you how.’
–Seth Godin, author of Small Is the New Big

‘This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results.’
–Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader

‘The best marketing leaders are those who can harness the power of the enterprise–not just lead the marketing team. This book will give you the ability to align and inspire the entire company.’
–Jerry Noonan, Spencer Stuart

Table of Content

PREFACE: ARE YOU AMARKETING CHAMPION? ix

Why This Book? x

The Marketing Champion’s Imperative xiii

The Marketing Compass xv

About Our Research xvi

PART ONE: Understand the Landscape 1

1. DEFYMARKETINGMYTHS 3

Myths about Marketing 4

Myths and Consequences: Marketing’s Confused Role 9

Four Distorted Views 10

Transforming the Marketing Landscape in Your Organization: What You’ll Learn in This Book 17

2. CLEAN UP YOUR LANGUAGE 25

Clarifying the Language of Marketing 26

Say What You Mean, and Mean What You Say 30

Standardize Your Professional Processes 31

Translate Marketing into the Language of Business 34

Tips for Talking Business 41

PART TWO: Manage North 47

3. MAKEMARKETINGMATTER TO YOUR CEO 49

Sleepless in the C Suite 50

Marketing to the Rescue 52

A Word about the Board and Wall Street 64

Your CEO SWOT Analysis 69

4. FORGE A FRIENDSHIP WITH YOUR CFO 72

Understand Your CFO’s Needs 73

Give Your CFO Something of Value 73

Marketing: The Wellspring of Profit 78

Marketing: A Growth Driver 82

Let’s Talk: Communicating Regularly with Your CFO 86

CFOs under Pressure: A Note about Sarbanes-Oxley 90

Your CFO SWOT Analysis 94

5. DEFINEMETRICS FORWHATMATTERS 96

Your Marketing Metrics Audit Process 101

Tips for Selecting and Using Marketing Metrics 114

PART THREE: Manage East 121

6. BUST SILOS AND BUILD BRIDGES 123

A Closer Look at Silos 124

Silos and You 128

Busting Silos: Five Tactics 129

7. SCRATCH SALES’S BACK 145

Help Sales Boost Velocity 146

Define Qualified Leads 149

Manage the Lead Pipeline 152

Quantify the Lead Pipeline’s Financial Value 153

Overcome Price Resistance 155

Accelerate Sales Funnel Flow 158

Your Sales Partnership SWOT Analysis 167

8. DREAM WITH THE R&D TEAM 169

Marketing and R&D: A Crucial Partnership 169

Conduct an Innovation Review 173

Reduce R&D’s Risk 174

Craft Compelling Product Stories 183

Your R&D Partnership SWOT Analysis 186

PART FOUR: Manage South 189

9. BUILD A BRAND FORMARKETING 191

Perception Becomes Reality 192

Two Little Words 194

Reshaping Perceptions of Marketing 200

Your Brand-Building SWOT Analysis 207

10. DELIVER ONMARKETING’S BRAND PROMISE 209

Leverage the Power of Persuasion 210

Establish Transparent, Repeatable Processes 218

Forge Productive Working Relationships with Agencies 223

Make Smart Marketing Decisions 225

Your Brand-Delivery SWOT Analysis 227

PART FIVE: Manage West 229

11. LEVERAGE FRESH OPPORTUNITIES ON THE BUSINESS FRONTIER 231

Evaluating New Opportunities 232

Reclaiming Marketing’s Lost Heritage 239

Act on Your Assessments of Opportunities 241

Your New Opportunities SWOT Analysis 247

12. LEAD THEWAY IN THE CASH-FLOW FRONTIER 249

Market Yourself 250

Get a Reputation 251

Conquer the Time Crunch 257

Find a Mentor 260

Your Leadership Future SWOT Analysis 262

INDEX 263

About the author

ROY A. YOUNG is Vice President of Development for Marketing Profs and a coach to marketing executives. He formerlyheld high-level marketing and consulting positions with Time Inc., Yankelovich Partners, Inc., and the Los Angeles County Metropolitan Transportation Authority.

ALLEN M. WEISS, PHD, is Professor of Marketing at the University of Southern California’s Marshall School of Business. Heconsults mainly with business-to-business organizations and iswidely published in academic journals.

DAVID W. STEWART, PHD, is the Robert E. Brooker Professorof Marketing at USC’s Marshall School of Business. A former editorof the Journal of Marketing, he is a marketing strategy advisor to Fortune 1000 companies.