Marketing Leadership: Five Steps to Move Forward

Linda Popky, L2M Associates

Two weeks ago I asked where is the marketing leadership ? I firmly believe that global marketing leadership can be driven by us here in Silicon Valley. Here are five steps to move the process forward:

1. Elevate the right exemplars.

From the earliest recorded time through the Greek and Roman empires to the present, societies have looked to their exemplars—their leaders—to set the stage for how entities and individuals should act. It is the exemplars that provide the example for what is rewarded, what is tolerated, and what is punished. As human beings, we focus on behavior rather than pronouncements, knowing that actions really do speak louder than words.

As marketers, we run the risk of letting the leadership process happen haphazardly, or worse yet, of elevating the wrong exemplars. Instead, we must specifically decide who deserves to be elevated as our models. We need to be clear about which behaviors we want to emulate and what type of leadership we intend to endorse. Nature abhors a vacuum. If we don’t choose the right leaders, they will be chosen for us and we will then live with the consequences.

2. Stand up and be counted.

As marketing leaders, we need to take leadership positions on key issues that affect our area, our industries, our profession. We need to drive the responsible use of marketing techniques and technologies through our organizations and beyond. We need to ensure our organizations understand the strategic importance of marketing as a discipline to their success, and that they are aware of the critical impact a strong team of marketing talent (or lack thereof) may have on their future. To quote the Talmud, If not me, than whom? If not now, then when?

3. Be ahead of the curve.

It’s easy to jump on a bandwagon, but harder to stand up for an issue that may not yet be mainstream, or may even actually be unpopular. We have the power to raise awareness and to create attention—that’s what we do so well. We need to do that early, rather than follow others’ leads. Today the buzz is around clean tech, climate change, sustainability. These are all noble and good causes, but they are not the only areas that need our attention. How can the discipline of marketing, with all its techniques and technology, programs and processes, drive the next big thing—rather than be driven by it?

4. Mentor others.

A good mentor can not only open doors for a marketing employee, but can teach them how to navigate a complex organization, give them insights that would take years to develop on their own, or help them develop critical influence and negotiation skills. We have all been guided through the years by a series of mentors and leaders, some more than others. We need to ensure we are providing that same level of guidance—and more—for young professionals as they enter our sphere of influence. They may live in the world of Web 2.0, but we’ve survived the school of hard knocks. The experiences and expertise we can share are invaluable

5. Consider the greater good.

New marketing techniques and technologies are introduced almost on a daily basis—some have even been highlighted in other entries in this blog. We need to be sure we understand the consequences of each of these tools that we are so ready to unleash to the world. How will they be used and how might they be misused? How can they be engaged to effect positive change, on a global as well as a local basis? When there are negative impacts, how do we mitigate them? What is our role and how do we embrace it?

Where is the Marketing Leadership? It is here, within each and every one of us, if we choose to take on the challenge. We are what, how and where we do marketing. We have met the future and it is us. How will we handle this responsibility?

Linda Popky is the President of L2M Associates, a Redwood City, California-based strategic marketing company that helps organizations dramatically improve their return on investment on marketing programs, processes and people. Learn more about how to leverage your marketing investment by visiting her website at www.L2Massociates.com, or contacting her at linda@L2Massociates.com

How Do You Show Up As A Marketer?

Relax and breathe. No need to feel defensive. It isn’t a trick question.
But it can be a revealing one.

If you’re not sure, ask someone: a colleague, a partner, or a co-worker. Meanwhile, I’ll share my answer with you. Then please post your thoughts and stories here.
Our marketing moments of Zen.

I was actually asked this question recently in a Mastermind discussion. And honestly, I don’t know how I would have responded 15 years ago. But now with plenty of history and well, a few gray hairs, it took me only moments to explain.

In fact, the answer hit me point blank at the end of an AMA Professional Chapters Council (PCC) meeting a couple of years ago. During my 3-year PCC term, I got to know very well a great group of 9 volunteers, personally and professionally -- including Tracy Sullivan, past president of the Austin chapter. At the close of our last meeting the year Tracy served as PCC president, she ceremoniously gave each council member a distinctive gift with a special meaning. Some were serious, some were funny. But every token unquestionably captured the essence of each council member.

When my time came, Tracy handed me a beautifully wrapped package that I almost didn’t want to tear open. Inside was one of those great beefy-cotton T-shirts, in navy blue, with writing on the front in big white letters: “Why Are We Doing This?”

Around the table everyone nodded, some laughed, and several shouted in agreement. Then in all seriousness and much affection Tracy pronounced, “Cynthia, this is the one phrase I will always think of when I think of you. And I will always be grateful that you were here to keep us on track by continually reminding us to be conscious.”

Moments like these don’t just fly by without a pause to reflect. Later I thought about not only the past 3 years, but the years before and since. It became clear that one way I show up is “Always Searching.” It really bugs me in any situation to not see the big picture or if something just doesn’t make sense. After all, the big picture provides the context to determine the true value of our marketing efforts, yes?

I find that if we keep asking the question, “Why are we doing this?” -- openly and honestly -- the answers get better and better! Perhaps this could be a way to begin meeting the challenge that Linda Popky declared in her post, “Where is the Marketing Leadership?” As the answer to each question enlarges the context, our shared purpose can become more meaningful and our actions more precise.

The question continues to work for me. Now when I show up wearing my shirt, usually at the gym, it never fails to spark a conversation. And a conversation is a great way to start.

Where is the Marketing Leadership?

We sit here in Silicon Valley in the hotbed of innovation and technology. The same fertile environment that in previous years spawned Fairchild semiconductors, Sun workstations and the Netscape browser has in its most recent incarnation given us iPods, Google, YouTube, Facebook, and Second Life, among others.

New markets and technologies create new marketing possibilities: viral and word of mouth marketing, banner ads and adwords, online communities and mass collaboration.

In terms of new marketing vehicles and innovative ways to apply marketing, compared to many parts of the US and the world, we in Silicon Valley are in no small measure leaders. But when it comes to looking at marketing as a science, a discipline, and a profession, where are we? When it comes time to train and develop marketing professionals at all stages of their careers, where are we? When the questions of corporate and social responsibility or ethics arise, where are we?

Many of us as individuals or in specific organizations are addressing some of these points on a day-to-day basis. What is not yet happening is the consolidation of our individual efforts into a collective, unified force that can drive positive change in the marketing and business community on a macro level. We are still driven by technology and reactive rather than proactive. New technologies appear first, marketing comes along as an afterthought and adapts to the new world.

We are not yet driving the process of setting goals and standards for marketing as a profession. We are not yet demonstrating to the world what it takes to be marketing leaders in the 21^st century—the skills, the acumen, the responsibility.

I believe we have not only a vested interest in this effort, but a natural responsibility to be the drivers and the leaders. In Silicon Valley, we understand the power of the network, the promise of social networking, the potential of mass collaboration. We reinvent the world almost on a daily basis. We are at the bleeding edge of new marketing innovation. Now we need to take our rightful place as leaders of the marketing profession as well.