Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
The culture and leadership style combination that cultivates a best-in-class marketing organisation
Applied Marketing Analytics: The Peer-Reviewed Journal,
8
(1),
55-78
(2022)
Abstract
The 2021-2022 Marketing Organisation Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into which high performing best-in-class (BIC) marketing organisations do better and differently from their peers to earn high marks from a randomly selected group of C-Suite executives. These executives assessed Marketing on its ability to measure and communicate its value, impact and contribution to the business. The 2021-2022 study focused on gaining insight into whether organisational culture and/or leadership style are factors that contribute to the emergence and success of BIC marketing organisations. The study addressed three C-Level questions:
1) Is there any relationship between organisational culture and/or leadership style and marketing organisations who excel at performance management?
2) If so, is there an optimum culture or leadership style combination?
3) What do marketing organisations, classified as Value Creators, do differently in terms of turning data into insights, performance measurement and reporting, and processes?
Based on the findings, the report identifies what business and marketing leaders can do to cultivate a Value Creator marketing organisation.
Keywords: Marketing performance management; performance management; marketing effectiveness; marketing accountability; marketing measurement; marketing metrics; MPM; marketing analytics; organisational culture; leadership styles
The full article is available to subscribers to the journal.
Author's Biography
Laura Patterson is a marketing practitioner, consultant and speaker. She is known for her practical, no-nonsense approach to proving and improving the value of B2B marketing. Her 20-year career began in sales and now spans customer relationship management and marketing. An early pioneer on the science side of marketing, Laura is recognised as one of the leading authorities in marketing measurement and performance, marketing operations, and marketing data and analytics. A strategic marketer, data and metrics master, she has helped over a hundred companies in a variety of industries fulfil their marketing potential and achieve competitive advantage.
Rita Egeland has served as Chief Marketing Officer (CMO) and member of the executive team for multibillion-dollar retailers. As a marketing professional focused on profit and growth, she has received top awards for innovative business-building programs developed by her and her team. These included recognition by the Wall St. Journal, Advertising Age and Cannes Lions. With a focus on ensuring future marketers continue to bring material value to their organisations, Rita currently serves as adjunct professor at The University of Texas at Dallas (UTD) and Southern Methodist University (SMU). Rita earned her B.A. in Psychology from LI University and MBA in Marketing and Finance from the University of Chicago.
Kathleen Wong earned her B.S. in Marketing from the University of Texas at Dallas (UTD) and is currently pursuing an M.S. in Business Analytics at UTD. She chose to study marketing due to her interest in creative media. However, as she continued her studies, Kathleen developed an interest in data and analytics. With her knowledge and interests, she has started a career in marketing analytics as a media assistant at Asher Media where she reviews data and insights from their customers to assist in media buying and planning.
Citation
Patterson, Laura, Egeland, Rita and Wong, Kathleen (2022, June 1). The culture and leadership style combination that cultivates a best-in-class marketing organisation. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 1. https://doi.org/10.69554/TYLM6683.
© Henry Stewart
Publications LLP
Publications LLP