February 2022 milkshake 13
framework described in the book. It has
withstood the test of time. Organizations
of any size, in any industry, at any time
would benefit from the application of this
customer-centric growth framework.
Since I wrote the book, the
proliferation of market-related data and
technology has accelerated at nearly
non-manageable rates. Being able to
see the right patterns, turn data into
intelligence, then glean meaningful
insights, will not be solved with more
technology. We will need more people
who embrace data and excel at critical
thinking. These people need the right
culture to thrive. Our most recent,
executive level, global research focused
on whether culture and leadership style
acumen, learn how other functions within
the company work together to achieve
growth goals. Success is not a solo act.
For someone stepping into marketing,
look for, and join, a customer-centric
company. These companies will be the
most successful and everyone wants
to be, and work with, winners. Find a
mentor, build a community/network to
connect with veterans. They can help you
come up to speed quickly and to become
more valuable.
For veterans, help build the future, be
a mentor, share your knowledge of the
craft, company culture and priorities.
First-timers may bring new skill sets, and
with fresh eyes they may bring new ideas
to light that can improve overall results.
make a difference in the emergence of
best-in-class marketing organizations.
The answer is, yes it does. By the end of
January, we expect to publish the study
findings, including the optimum culture/
leadership combination for a high
performing marketing organization.
What advice do you have for both
someone stepping into marketing
and those who are veteran
marketers?
For both new marketers and veterans,
don’t get bogged down in the weeds
of downstream marketing activities,
like email campaigns, advertising, and
social media. Be business people first,
marketers second. Develop business