The every day priority of CEOs is creating sustainable business growth. Focus on the bottom line, and on the top line. To make that happen, structurally connecting marketing better with finance is proving to be one the biggest challenges.
In MARKETING is FINANCE is BUSINESS, Chris Burggraeve, former CMO of leading global brewer Anheuser-Busch InBev, will provide both inspiration and practical help to CEOs and their top teams to build successful brands in the new Galactic Age.
Strap yourself in, as you will go for a rocket ride, organized in 4 STAGES:
Look Up: Adopt a New Galactic Mindset
Discover why Marketing and Finance are both Mars and Venus, and see how both started at the same time as the first Space Age end of the Sixties. The impact of Space on brand building is one of the biggest untold stories. Understand the transformative power of the last 50 and next 50 years of Space. Start thinking beyond the historical think local, act local and think global, act global, towards a new unifying mindset that raises the bar on how to build brands for the next decades: Think Galactic, Act Galactic.
Launch Preparation: Secure Basics Before You Fly
In flight, safety always comes first. Get your business marketing wings before you skyrocket. A crash course in the key marketing models for the CEO and CFO. A quick study of the one finance model each CMO should know. Also, understand the limits of models, and why people in the end always crave miracles.
Lift-off: Successful Marketing in a Galactic Age
Discover Burggraeve’s 8 fundamental drivers of world class marketing capability (MC), expressed in two simple ways depending on your preference: 1) a 2x2 matrix for the cartesian people among us, or 2) a memorable rocket metaphor for the more visual ones - the MC-Rocket©.
Escape Velocity: Successful Investing in a Galactic Age
As a CEO, how can I better assess and explain my level of marketing excellence internally and externally? How can investors pick the best marketing driven companies? Discover the prototype for the world's first ever marketing excellence rating model: Alpha M™. Complete with its free downloadable checklist audit (see free tools), it will help investors assess and compare marketing capabilities.
"Investment in business-aligned marketing capability is critical to build local and global brands... and indispensable to building galactic ones!"
FORMER GLOBAL CMO, UBER
"A page-turner blend of history and future of how marketing plus finance can impact business, painted against the backdrop of humankind's intensifying race to space. Fascinating."