Simply put, the role of marketing is to get and keep customers. The way to do that is to provide a clear statement of value that your firm offers to a specific group of customers. Once you have identified this value proposition, effective execution is dependent on connecting the dots for everyone inside and outside the firm to present a clear picture so that your people and your customers are aligned.
So, this blog is devoted to coaching and informing leaders and followers on the task of effective marketing, or any business objective for that matter. Leadership is an influence relationship among leaders and followers who intend real changes that reflect their mutual purposes (Rost, 1991/1993, p. 102). This is a perspective that recognizes the role of all members in the work of the firm. It also suggests that it is based on influence and the influence is multi-directional. We will discuss more aspects of this concept as we go along.
This definition has been the basis for teaching and learning how organizations frame their challenges for more than a decade. After a successful career running a marketing agency and serving as svp-marketing and communications at a Fortune 100 multi-national firm with more than 100,000 employees, I returned to school to gain a deeper understanding of how leaders connect the dots and empower people in the organization. In earning a PhD, this is the definition that emerged that supports that challenge.
Over the years, students and clients understand the logic of the idea, but sometimes bristle at the idea that it overlooks the potency of a strong, charismatic leader. I agree. Without a leader with a clear vision, commitment to followers, and dedication to results, the organization will fall short. So, to be clear, enlightened leaders are essential. They serve as the catalyst, the fuel, and the ultimate power of the organization. But, it is the relationship of leaders and followers in sync with their mutual concerns that accomplishes real change.
I look forward to being a tour guide and coach and hope you find this blog a tool in effectively accomplishing your firm's marketing and strategic outcomes.
Rost, J. C. (1991/1993), Leadership for the 21st century, Westport, CT: Praeger.