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 #5

Walk the Halls

Your central question:

How can I get people moving?

Mobilizing colleagues to expand the V-Zone isn’t a one-off activity—it never stops. You don’t send an inspiring email and then you’re done. To mobilize people, you get out of your office, share your ideas, listen to concerns, and create joint solutions—week after week, month after month, year after year.

Let’s look at how some marketing leaders have mobilized their colleagues. We’ll start with News Corp Australia’s group marketing director, Ed Smith.

In early 2010, Ed had to handle an important problem: the company owned a slew of about 200 newspapers around the globe, like the Wall Street Journal, the New York Post, the Times (London), and the Australian. But all ...

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