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How To Become More Commercial


“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” – Beth Comstock, former CMO at GE (Harvard Business Review, 2018)

The importance of continuous innovation in marketing.

Why maintaining a dynamic approach is key to successful marketing.

Understanding the need for marketing evolution in line with industry and consumer behavior changes.

Our journey today: Becoming more commercially-focused marketers.

The Need for Commercial Mindset

“To build a successful business, you must start small and dream big. In the journey of entrepreneurship, tenacity of purpose is supreme.” – Aliko Dangote, Founder and CEO of Dangote Group (The Guardian, 2016)

The significant role of a commercial mindset in achieving business success.

Building on small achievements for larger business outcomes.

The importance of staying focused on your business objectives.

The interplay of entrepreneurial mindset and commercial success.

Understanding Market Dynamics

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker, Management Consultant, Educator, and Author (Harvard Business Review, 2007)

How understanding customers can shape products or services.

The impact of market dynamics on business strategy.

Ways to adapt to changing market trends.

Leveraging customer knowledge for improved business outcomes.

Harnessing Consumer Insights

“The more you engage with customers, the clearer things become and the easier it is to determine what you should be doing.” – John Russell, former Managing Director, Harley Davidson (Financial Times, 2009)

The power of customer engagement in clarifying business strategies.

How consumer insights shape marketing campaigns.

Techniques for effective customer engagement.

The benefits of feedback-driven decision-making in marketing.

Interpreting Data to Drive Decision Making

“Without big data, companies are blind and deaf, wandering out onto the web like deer on a freeway.” – Geoffrey Moore, Author and Consultant (Data Science Central, 2012)

The role of data in informed decision-making.

Big data as a tool for market trend prediction and strategy development.

How data analysis contributes to marketing success.

Practical examples of data-driven decision making in marketing.

Translating Marketing Efforts into Commercial Gains

“Great execution is the ultimate differentiator.” – Margaret Molloy, Global CMO, Siegel+Gale (Forbes, 2015)

Turning creative marketing strategies into tangible business outcomes.

The importance of execution in the marketing process.

Strategies for enhancing the commercial impact of marketing efforts.

How effective execution sets successful marketers apart.

The Power of Creativity and Commercial Acumen

“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” – Steve Jobs, Co-Founder, Apple (Inc Magazine, 1989)

The role of creativity and foresight in meeting customer needs.

The intersection of creativity and commercial acumen in marketing.

Why constantly evolving innovation is key to success.

Balancing customer demands with business objectives.

Aligning Marketing Efforts with Business Objectives

“The best marketing doesn’t feel like marketing.” – Tom Fishburne, Marketoonist (Marketing Week, 2014)

The importance of aligning marketing strategies with business goals.

How to make marketing strategies seamless and customer-friendly.

The role of a customer-centric approach in successful marketing.

Techniques for aligning marketing strategies with overall business objectives.

Transforming Into a Commercial Marketer

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” – David Ogilvy, Co-Founder of Ogilvy & Mather (Confessions of an Advertising Man, 1963)

Transitioning from a creative marketer to a commercial marketer.

The importance of selling your ideas in the business world.

The synergy between creativity and commerce in marketing.

Steps to becoming a more commercially-focused marketer.


“Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.” – Phil Kolter, Marketing Author and Professor (Kotler on Marketing, 1999)

Your marketing journey is simply to stay awake, watch and listen.

Accept permission to fail.

Surround yourself with specialists.

Can I be a good marketer and a marketer for good?

This webinar recording is part of the Cambridge Marketing College fortnightly series.

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