MARKETING is FINANCE is BUSINESS (ePub)

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.

How can I support my CMO and CFO to build a world class marketing capability using scalable, repeatable models generating sustainable pricing power on my key brands?
How to keep my brand (portfolio) and corporate brand relevant to ever new generations?



Everybody tells me tobe digital. How can I avoid all theseSilicon snake oil toolscloudmy company’s focus on the fundamentals of marketing art, science and discipline? What are those fundamentals anyway?
Last but not least, how do i sell my current and future level of marketing excellence to my board, to investors, and to stakeholders, while everything around me exponentially changes?


In July 2019, humankind celebrates 50 years since the first Moon landing. Driven by Branson, Bezos and Musk, and other new rock(et) star billionaires, Space Race 2.0 is generating a massive new investment and consumer change cycle no business marketer can afford to miss out on. To benefit from its transformative impact over the next 50 years, companies need to urgently upgrade all prevailing marketing and finance mindsets and models. Most date back 50+ years, to the Sixties, whenSpace Race 1.0 started.
Strap yourself in, as you will go for a rocket ride, organized in 4 stages:
Stage 1:Look Up: Adopt a New Galactic Mindset
Marketing and Finance are both Mars and Venus. Understand the impact andtransformative power of the last 50 and next 50 years of Space. Start thinkingbeyond the historical think local, act local and think global, act global, towards anew unifying mindset that raises the bar: Think Galactic, Act Galactic.
Stage 2: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 andCFO. A quick study of the one finance model each CMO should know. Also,understand the limits of models, and why people in the end crave miracles.
Stage 3: Lift-off: Successful Marketing in a Galactic Age
Discover Burggraeve’s 8 fundamental drivers of world class marketing capability (MC), expressed in a simple and memorable rocket metaphor: the MC- Rocket©. Build a sustainable brand business for the new Space Age.
Stage 4: 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 an advanced concept for a new to the world marketing excellence and rating model: Alpha M™. Complete with its (downloadable) checklist audit, it will help investors assess and compare marketing capability excellence between companies, to pick galacticwinners. Over time, the model can even help predict top line growth.