O'Reilly logo

The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value by Patrick Barwise, Thomas Barta

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

POWER #4

Hit the Head and the Heart

Your central question:

How can I win my colleagues’ hearts and minds?

As important as the marketing team is in creating a customer experience, it’s only one piece of the puzzle. In almost all companies, the people who mainly determine the quality of the customer experience work outside of the marketing department.

To improve that experience, build long-term profitable growth, and enlarge the V-Zone, you’ll need to mobilize your colleagues in all those other departments.

How, though, do you make that happen?

The trouble is that the colleagues in these other departments don’t directly report to you. There are also lots of them, with many different agendas. To expand the V-Zone, you must find as much overlap ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required