The revolution is marketing that works, marketing that sells.

Building on the principles laid out in marketing guru Sergio Zyman’s The End of Marketing as We Know It, authors Sutton and Klein lay out a clear, proven path for:

• Creating a compelling, data-driven brand positioning that is guaranteed to drive sales
• Translating your brand positioning into a brand experience to ensure that every company asset is always selling
• Putting ROI at the center of everything that marketing does

The name of this path–Enterprise Marketing Management.

Along the way, they provide the essential guide for transforming marketing into a scientific discipline and leveraging every element of the enterprise to drive sales, especially enterprise information. It’s high time for marketing to take advantage of the billions of dollars of corporate investment in information gathering–about everything from customer behavior to inventory turnover.

With detailed company examples, step-by-step methodologies, and diverse company case studies from the likes of American Express, Mars, Toshiba, and Aspen Skiing Company, Enterprise Marketing Management gives marketers everything they need to traverse and demystify the unfamiliar territory of Customer Relationship Management (how to cross-market so as to cross-sell), New Media, and even Marketing Organization Design in the pursuit of higher sales.

Finally, while in some circles it may be fashionable to talk about bringing financial discipline to marketing, few companies are actually doing it. Enterprise Marketing Management gives you what you need to know to bring an ROI mindset to everything marketing does. With the right toolsets and a scientific discipline, marketers are liberated to focus on what every marketer should want to do–sell more.

–from the Foreword by Sergio Zyman

"This is a must-read, especially for senior marketers who want and deserve a seat at the table. It speaks to a key issue of marketing relevancy and provides some new thinking on how to integrate marketing in an organization or enterprise and, in doing so, increase its role and importance in delivering business results."

–Dennis Dunlap

Chief Executive Officer, American Marketing Association

"Finally, a marketing book with guts. . . . Sutton and Klein demystify the so-called ‘art’ of marketing and even chart the course beyond the traditional marketing mix, all in pursuit of higher sales."

–Deborah Wahl Meyer

Corporate Manager, Marketing Communications, Toyota

"This is the closest thing to a CMO’s handbook . . . it should be a mandatory read for all marketing executives from up-and-comers to the most senior leaders."

–Jerry Noonan

Consultant, Spencer Stuart

"There’s been a lot of money wasted on technology in the hopes of improving sales and marketing. If business executives and technology providers could have read Sutton and Klein’s Enterprise Marketing Management first, the outcome would be different."

–Joe Liemandt

CEO, Trilogy

Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers—Enterprise Marketing Management(EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Managementcovers topics such as brand architecture, investment measurement, and how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results.

Dave Sutton(Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing.

TOM KLEIN is a Principal Consultant at Zyman Marketing Group. By combining experience at well-known brand marketing companies such as Nabisco and Chanel with hands-on experience in every major information technology innovation over the past decade, he has a unique perspective on how to enable marketing with the power of enterprise information. He is a frequent speaker and contributor to marketing and technology publications.

Introduction: Enterprise Marketing Management.

PART I. RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS.

Chapter 1. Marketing Is Not an Art—It Is a Science.

Chapter 2. Architect Your Brand.

Chapter 3. Plug Marketing Into the Enterprise.

PART II. MANAGE YOUR BRAND, NOT YOUR CUSTOMER.

Chapter 4. Take Ownership of the Brand Experience.

Chapter 5. Plug Marketing Into CRM.

Chapter 6. Cross-Marketing to Cross-Sell.

Chapter 7. Use New Media for Brand Activation.

PART III. REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS.

Chapter 8. Restructure Based on Brand Experience.

Chapter 9. Measure Investment Performance.

Chapter 10. Optimize Marketing Investments to Drive Profitable Sales.

Conclusion: A New Day for Marketing.

Index.