I've been working with a couple of clients who have benefitted from the Train to Gain Leaders First funding so my role has been to develop their understanding of strategic marketing and their ability as 'marketing leaders' within their organisations. It's led me to think more about what leadership in marketing is all about - how do you recognise a 'marketing leader'? What are their qualities?

Leadership in marketing requires the courage to innovate, to lead or challenge a market and to take their team with them as they move forewards. 

It requires a strong focus on customers, and on other stakeholders in the business vital to serving those customers - staff, suppliers, associates and so on who are all essential to delivering a great customer experience.

It requires an understanding of the market landscape and an inquisitive approach to exploring the opportunities that arise as that landscape changes. A creative approach to spotting opportunities combined with a keen analysis of which opportunities are the ones to take. 

It requires a 'marketing mindset' that views marketing as a strategic issue that permeates every aspect of the business. 'Marketing' ceases to be a panic-driven approach to promotion and becomes a real focus on the customer.

In short, it require an holistic understanding of what marketing is at a strategic level and of what a 'marketing mindset' can achieve for the business.  A very different approach to that that many business owners take.

If you'd like to take a 'marketing leadership' role in your business, please get in touch.  If your business employs between 5 and 250 people you could qualify for funding under the Leaders First grant.