Your First 100 Days? The timebomb is ticking…

The First 100 Days (F100D)report is now 'public' and it contains some pretty honest quotes from UK marketing directors.C...

January 13, 2006


The First 100 Days (F100D)report is now ‘public’ and it contains some pretty honest quotes from UK marketing directors.

Copies of the report can be downloaded over at Oxford Strategic Marketing’s site.

Of course, many of the first 100 days lessons apply equally to almost any role.

…build the team, recruit cross-functional support, figure out the priorities…etc

The same principles apply to any senior role.

But actually marketers are uniquely challenged in the first 100 days. There’s bad news..and there’s good news.

The bad news is:

Your function has totally ill-defined boundaries.

Your budget is treated as a business ‘option’ not an operational requirement and could actually be slashed in half, with minimal short-term impact.

Everyone thinks they can do your job.

The Marketing skills base is increasingly fragmented, and most of your ‘resource’ sits outside the company.

Internally you are seen as conceited, disconnected, flaky and financially illiterate.

The jargon of your trade is mostly concocted to cover up for a fundamental lack of accountability.

Oh, and nothing you do will show through on the bottom line for 6-9 months anyway.

So what’s the good news?

Well on average, according to Spencer Stuart, you only have another 19 months to wait till your next ‘first 100 days’…

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