Introduction to \'The Marketing Manifesto\'

It is hard being a Marketer ......

• Marketers have too much to do .....
• Too many options, too much
technology, too many tactics .....
• It is still an art and not a science
• A sport rather than a profession?

• We have been ‘creative’


•We have been ‘creative’
• We have lost the initiative


• We are running to stand still
• We are losing the Customer ....



• So don’t talk to me about more things
to do or options to change!


• So don’t talk to me about more things
to do or options to change!
• EVIDENCE

• Longstanding issues with marketing
• Listening to the Marketer
• Listening to the Manager and the Board
• Those issues remain unresolved and
unrealised!


• Longstanding issues with marketing
• Listening to the Marketer
• Listening to the Manager and the Board
• Those issues remain unresolved and
unrealised!
• Faddish tweaking is no longer a good
strategy (it never really was!)


Marketers are Marketers are
‘Unloved’ Poorly Served

Marketing’s Marketing’s Core
Opportunities Problems are
are unrealised unresolved


Become the
POWERHOUSE



Become the Take
POWERHOUSE CONTROL



Become the Take
POWERHOUSE CONTROL

Change and Improve
Using EVIDENCE


Become the Take
POWERHOUSE CONTROL

Change and Improve Focus only on
Using EVIDENCE PRIMARY CHANGE


• Professionalism
• Prowess
• Profitability Th
e3
Ps


• Professionalism
• Prowess
• Profitability
...... for our Th
e3
Ps
• Board
• Finance colleagues
• Customers
• Ourselves ......

Not another book, please ......

• “ Your mission, should you choose to
accept it ....”
• Longstanding IMPROVEMENT
rather than longstanding challenges

and unresolved opportunity ....

15 Manifestos for marked change ......

1. The Future of Marketing
2. What the Hell is a Marketer?
3. Marketing Futurecast ®
4. Marketing Recruitment & Resourcing
5. Marketers, Finance & Accountants Unite!



6. Are we REALLY Customer or Market Centric?
7. Marketing Misanthropy
8. The Problem with Marketing is the Word!?
9. The Marketing & Sales Standards
10. Rehumanisation: Humanity Strikes Back!



11. Digital Fortress: Permission-based Marketing
12. Preparing, Predicting and Performing Campaigns
13. Integrating Marketing into an invigorated
Corporate Governance
14. Corporate Mergers, Acquisitions and
Turnarounds
15. Marketing Leadership: its Time to step up to the
mark

 15 Things to try – along with
HOW to do it ... (a day each?)


 Improve your own AND
your organisation’s ability
to be
 Customer Centric
 Focusing only where major
profit will ensue
 Evidence all your activities


 Improve your own AND
your organisation’s ability
to be
 Customer Centric
 Focusing only where major
profit will ensue
 Evidence all your activities
 Worksheets etc in Book!

Dr. Chahid Fourali,
Founder, the Marketing & Sales Standards Setting Body (UK)

Ray Perry,
Executive Director of Brand, Profile and Marketing
Chartered Institute of Management Accountants (CIMA)

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© Copyright David James Hood / Marketing Sans Frontieres Ltd. 2009. All rights reserved

• www.themarketingmanifesto.com
• Twitter: @themmanifesto
• www.mymarketinglife.com
• davidh@mymarketinglife.com


Introduction to \'The Marketing Manifesto\'

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