The Shift

About the Author

Scott M. Davis is a senior partner at Prophet, a strategic consultancy with expertise in brand, marketing, design, and innovation. His experience as an adjunct professor at the Kellogg Graduate School of Management at Northwestern University adds to his credibility as an expert in marketing strategies. Davis is also the author of Brand Asset Management and co-author of Building the Brand-Driven Business, solidifying his position as a thought leader in the field of marketing and business growth.

Main Idea

"The Shift: The Transformation of Today's Marketers Into Tomorrow's Growth Leaders" by Scott M. Davis emphasizes the need for marketers to evolve from traditional roles into Visionary Marketers who drive the growth agenda of their organizations. Davis outlines five critical shifts that marketers must undertake to integrate marketing with broader business strategies, ensuring long-term success and profitability. These shifts are essential for marketers to become strategic leaders and indispensable partners to their CEOs.

Table of Contents

• The New Era of Marketing
• Visionary Marketers in Action
• Preparing to Make The Shift
• Visionary Marketers' Recipe for Success
• The First Shift: From Creating Marketing Strategies to Driving Business Impact
• The Second Shift: From Controlling the Message to Galvanizing Your Network
• The Third Shift: From Incremental Improvements to Pervasive Innovation
• The Fourth Shift: From Managing Marketing Investments to Inspiring Marketing Excellence
• The Fifth Shift: From an Operational Focus to a Relentless Customer Focus
• Conclusion

The New Era of Marketing

In this new era, Visionary Marketers understand that their role is crucial for driving the growth agenda. They realize that no one is better suited to steer the company towards growth than the head of marketing. This transformation requires a significant shift from traditional marketing roles, which were often confined to supporting sales and managing agency relationships, to a more strategic position where marketing is integral to the company's overall strategy.

“Visionary Marketers are now essential in driving the growth agenda and integrating marketing with broader business strategies.” - Scott M. Davis

Visionary Marketers in Action

Visionary Marketers have seized the opportunity to drive growth by deeply understanding customer needs and behaviors. They translate these insights into new products, services, experiences, and relationships. For instance, Russ Klein of Burger King Corp. exemplifies a Visionary Marketer by overseeing product mix, pricing strategy, product development, and supply chain management, among other responsibilities. His role as President, Global Marketing Strategy and Innovation, highlights the importance of integrating marketing with business strategy.