Author: David James Hood
Publisher: Kogan Page
Reviewer: Dan Roche, head of marketing communications, Azzurri Communications
This book is not an easy read. Each chapter had me reeling like I’d been jabbed consistently in the ribs, then occasionally floored by a swift uppercut. David Hood’s 16 ‘mini-manifestos’ examine the uncomfortable issues that many modern marketers tacitly accept, but often shy away from confronting.
He highlights how poorly marketing (as a value-creating function) is understood in most organisations, then drills down into the reasons why that is the case. This wilful demoralisation is a necessary device, as before change there must be acceptance.
However, Hood’s book is here to help. Each chapter follows a similar format, outlining a main principle, ranging from relationships with finance or sales colleagues, to standardisation of measurement, planning, leadership and even role marketing should play in corporate governance. Contemporary tactical concerns like permission-based marketing and the use of automation also feature.
Each principle is dissected and a recommendation is made for change, which is then rigorously tested. The chapters conclude with actionable items and thought-provoking insights which act like a proverbial magic sponge, getting you up off the floor feeling refreshed and empowered.
Hood’s narrative is that marketers, by the nature of their role, sit on the edge of their organisation, concerning themselves with identifying and fulfilling the needs of the customer. However, almost all of their colleagues face inwards, concerning themselves with ‘putting the organisation first’ and tending to its needs.
His manifesto lays down the challenge to turn that peripheral role into a strength, not a weakness, and to turn marketing’s unique corporate position into something substantive. By reading this book, understanding the issues, and then acting on the advice, B2B marketers stand a real chance of doing so.
Star Rating: 5/5
