Marketing & transformational leadership forum (MTLF)

The Marketing Transformation Leadership Forum (MTLF) isa network of senior marketers from some of the world's leading organisations. Meeting six times a year, the group tackles the biggest issues facing the profession today with the aim of developing the marketing industry. The group's findings include case studies, interviews and research, in addition to the practical solutions papers.

Tackling the effectiveness dilemma: Leaders' perspectives on effectiveness and accountability

Accountability is central to a more credible, influential marketing function. But even before the economic downturn, many business leaders questioned marketing's ability to generate (or even quantify) an acceptable level of return.

In order to tackle this accountability issue in a meaningful way, the Marketing Transformation Leadership forum held a Question Time style panel debate, attended by some 50 senior marketing practitioners. They examined issues such as, Does business value the role and commercial impact of marketing and marketers? What should we measure and how should we measure it? And what practical steps could be taken towards the improvement of measurement, credibility and accountability?

See the full report

Practical solutions for the modern marketing agenda

Marketing leaders want their teams to make a more meaningful contribution to strategy, yet fewer than 25% believe the right skills are in place, according to recent research. What are those skills? How should organisations identify and then develop them? And what other factors influence the ability of marketers and marketing departments to deliver sustained, demonstrable value? This report reveals the answers.

See the full report

Customer experience management: a practitioner's checklist for driving change

All businesses make a brand promise to customers and other stakeholders. But a promise is nothing without delivery. This research explores how you can integrate all your activities to close the gap between assurances and reality.

Whilst traditionally, customer experience management has been tackled as a communications exercise, this paper argues that people, systems and processes play a key role in delivering and differentiating brands. As such, operational and back office functions - notably IT, customer service and sales - can all have a major impact on your brand experience.

The study comes from the Marketing Transformation Leadership Forum (MTLF), a network of senior marketers from some of the world?s leading organisations. Meeting six times a year, the group tackles the biggest issues facing the profession today with the aim of developing the marketing industry. The group's findings include case studies, interviews and research, in addition to the practical solutions papers.

See the full report

Tackling the effectiveness dilemma: Leaders' perspectives on effectiveness and accountability

Accountability is central to a more credible, influential marketing function. But even before the economic downturn, many business leaders questioned marketing's ability to generate (or even quantify) an acceptable level of return.

In order to tackle this accountability issue in a meaningful way, the Marketing Transformation Leadership forum held a Question Time style panel debate, attended by some 50 senior marketing practitioners. They examined issues such as, Does business value the role and commercial impact of marketing and marketers? What should we measure and how should we measure it? And what practical steps could be taken towards the improvement of measurement, credibility and accountability?

The Marketing Transformation Leadership Forum (MTLF) is a network of senior marketers from some of the world's leading organisations. Meeting six times a year, the group tackles the biggest issues facing the profession today with the aim of developing the marketing industry. The group's findings include case studies, interviews and research, in addition to the practical solutions papers.

See the full report

Practical solutions for the modern marketing agenda

A recent study found that marketing leaders want their teams to make a more meaningful contribution to strategy; yet fewer than 25% believe the right skills are in place.

  • What are those skills?
  • How should organisations identify and then develop them?
  • What other factors influence the ability of marketers and marketing departments to deliver sustained, demonstrable value?

See the full report