O'Reilly logo

The Business of Influence: Reframing Marketing and PR for the Digital Age by PHILIP SHELDRAKE

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

The Influence Professional

The influence professional works under the CInflO and, as you’d expect, doesn’t quite have the breadth or depth of management or leadership qualities held by the CInflO. They may have jumped over to the influence discipline from marketing or PR or customer service, or perhaps they studied the Influence Scorecard at college should faculty thread it into syllabi in the years ahead.

An influence professional may be responsible for working with particular aspects of the business, such as operations or customer service or HR or analytics, ensuring strategic alignment, identifying and exploring opportunities for improvement, driving performance against the metrics, and helping the organization to transition its culture for influence success. As we discussed earlier, the team of influence professionals will attend to the roles mapped out for the Chief Customer Officer and the Chief Culture Officer.

The influence professional is an astute student of the big trends we covered earlier, and those of equivalent import in the unknown future, seeking to understand how they affect their organization’s marketplace and how the organization might rise to the challenges and pursue the opportunities.

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