What Makes a Marketing Visionary?
What makes marketers respected and appreciated by their colleagues? What skills, attributes and successes bring accolades from your peers and opportunities to move up in the company? When we asked readers to nominate people for Marketer of the Year, we also asked who on their teams deserved to be recognized as a marketing visionary, and why. The results reveal some remarkable marketers, but also three important areas where marketing visionaries excel, and some of the strategies they’ve used to succeed there.
It turns out, the kinds of achievements that most often lead to respect in the eyes of marketing colleagues are: being customer-centric, transforming the culture, and transforming the technology and data stack to enable the kinds of marketing the company couldn’t do before. All of these can lead to big wins for the brand, increased revenue and increasing budgets.
Here are 11 marketers who’ve earned these accolades from their peers — a model for the kinds of people you want to work for, work with or have working for you in 2019 — along with excerpts from their nominations that reveal how they earned such respect.
Larry Shaw, Aurora Brands — MacKenzie Childs, CMO
“Larry has completely turned this company around by organizing marketing folks around events in the customer journey, rather than silo activities. Data is organized by moving up customers in the loyalty ladder. Teams use that data to build campaigns based on segment needs. He has completely broken down the silo challenge and the results have followed. Larry is innovative and willing to market ‘outside the box.’ He’s truly one of the smartest marketers I’ve ever met.”
Manny Rodriguez, UCHealth, Chief Marketing and Experience Officer
“Aligning marketing to be about patients, not providers or facilities. [Manny] Has championed new vision for marketing across the 22,000-employee health system of 10 hospitals in Colorado, and launched an internal agency to improve cohesion and power creative. Brand messaging and advertising are now totally patient-centric, with beautiful ads that seem more like mini-movies than healthcare ads. The new voice is resonating with providers with patients who need referrals requesting to stay within UCHealth for their care.”
Brian Killingsworth, Vegas Golden Knights, CMO
“This new NHL franchise exceeded all expectations for season ticket sales, merchandise jersey sale and international social media reach. Perhaps more important: They stopped everything a week before the start of their season to do all possible to help the community after a shooting tragedy in their city.”
Pat Palingo, Yale Appliance, CMO
“We stopped talking about ourselves and started focusing on the needs of the client. [He] oversees a blog seen by 8 million people, 20 buyers guides and 23 email campaigns with a budget that’s .03% of sales. He is an unbelievable inbound marketer.”