The Full Package Marketing Leader
I am always interested in hearing what Senior Executives have to say about the role of Marketing in an organization. Earlier this month, I had the pleasure of hearing James Jenness, Chairman of the Board of Kellogg Company, speak at DePaul University’s Kellstadt Marketing Group’s second annual Marketing Conference called “Next Gen – Insights on Innovation from Marketing Leaders.” Jim is an alumnus of DePaul and a member of its Board of Trustees. He spent the bulk of his career at Leo Burnett Company, leaving as vice chairman and chief operating officer. I met Jim over 20 years ago when I interviewed at Leo Burnett for one of their coveted training programs for undergrads. Jim’s keynote address was titled “The Full Package Marketing Leader” and it was terrific. Jim succinctly outlined four key building blocks essential to being such a Marketer:
- Value Added Business Model – taking a total business approach that flows from Marketing and sets up the enterprise for sustainable growth grounded in a valued-added approach
- Consumer Centric, Insight Driven – understanding the deeper emotional needs that sit at the core of consumer choice. Only through these insights can you capture the hearts and minds of the customer/consumer
- Communication and Technology – capturing and leveraging data that enables highly targeted and more effective communication – conversations vs. push messaging
- Charismatic, Passionate Believer – translating Marketing lingo. Attributes include being intellectually curious, working cross functionally effectively, and delivering results like a pro. Also, being a visionary capable of building/aligning/driving the Marketing team and the company leadership forward.