Prof Patrick Barwise, London Business School
Understand your CEO’s top three needs and how you can deliver on them
The sweet spot for marketers is the overlap between the customers’ and the company’s needs. Find that place and own it
Find out what inspires you, then use it to inspire your team
Cover your team in trust. Teach people to ask for forgiveness rather than permission.
The majority of people you need to build trust with internally won’t report to marketing. Walk the halls to understand who the influencers are.
Mobilise your colleagues by understanding their agenda, then work collaboratively to fulfil both your needs and theirs.