Thought Leadership

Webinar:

Profs. Robert Shaw (UK) and Philip Kotler (US) this summer challenged marketers worldwide to re-think their marketing operations. Based on research and experiences over many years, these two highly respected academics concluded, “marketing is the least efficient process” in business today. Their manifesto is an open challenge to marketing leaders to make marketing leaner, faster and better.

Prof. Shaw keynoted an hour-long webinar about the research that led him and Prof. Kotler to develop the Ideas-to-Demand^TM Chain framework. He highlighted the reasons why this issue should be on a CMO’s agenda, especially now.  Learn:

• Why is marketing like a factory?
• How do I spot a problem in my marketing operations and get my CMO to own it?
• How can the Ideas-to-Demand Chain framework improve my marketing department’s operations?
• What benefits can I achieve from making processes faster, reliable, cost efficient and focused on results?
• Why should I measure our company’s "return on ideas?"