Marketing Director / Marketing Manager Leadership Footprint/Potential

4P Leadership Footprint of: Alex Hobbs. 7. January, 2013

4PLeadership Footprint, ©2012 actvance GmbH, www.mAAArtketing.comPowered by 2x4 Market Research Consulting AG 4PLeadership Footprint

Your 4P Leadership Footprint Dear Alex Hobbs, This is a summary of your 4P Leadership Footprint. This survey was designed using the latest leadership thinking and input of many top csuite leaders. Because of the nature of the instrument, it will not capture you fully. So please take it as "input" and not as a complete view on you as a person. Please also read through the terms and conditions on the last page of this report. Take a minute to go through the results and reflect: does this describe me? Does this make sense? How can I use these insights? Let's first explore your personal success and the support in your company. Then, we'll look at the "4P's" of "for purpose marketing leadership": Purpose, Pull, Power, and Productivity. We'll explain these first and then provide you with a few ideas on how to build on your capabilities. Let yourself be inspired!


Your P4 Leadership Footprint

Your Purpose

Your Pull

Your Power

Your Productivity


Your current success and support Let's first look at how successful you are overall (market, career, enjoyment) and how much support you have in your current organization. YOUR OVERALL SUCCESS / SUPPORT

Alex Hobbs,

It appears that you could be more successful than you currently are (average) – thereis space to grow even further.

The mixed support in your environment may not always help you. However, with work on your leadership skills, you could have more impact and success.

The assessment of your "4P's" on the following pages may provide you with some ideas on where to focus.


Current success details YOUR SUCCESS OVERALL = AVERAGE (3.2)*

Where you score strongl Creating value for the business (customers, revenue, value, costs).(5.5)

Where you score averagel Enjoying work that builds on you strengths, getting energy from what you do.(3.0)

Where you score weakl Enjoying good career progress in a direction you like.(1.0)


Current support details YOUR SUPPORT OVERALL = AVERAGE (3.7)*

Where you score strong

l Full alignment of what you are "responsible for" and "what you can influence." (6.0)

Where you score average

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Your match with the company culture. (3.0)

Clarity in the organization on what your function should achieve. (3.5)

High influence of your function in your organization. (4.0)

Sufficient resources (e.g. a well staffed team or sufficient funds) for success. (3.0)

Where you score weak

l Fully aligned targets and incentives in the different departments of your organization. (2.5)


Your 4P Leadership Footprint YOUR 4P LEADERSHIP FOOTPRINT OVERALL = STRONG (4.6)*

Alex Hobbs, Here are the results of your 4P Leadership Footprint. Above you can see your overall score. To the left and below you can review the summaryscores of the four leadership dimensions. Please keep in mind that this footprintpicture is based on your selfassessment. Itmay not be exactly how others would see you. But it will very likely describe the pattern of your overall leadership. Overall, your 4P Leadership Footprint shows: STRONG : Purpose STRONG : Pull AVERAGE : Power STRONG : Productivity


Your Purpose YOUR PURPOSE FOOTPRINT OVERALL = STRONG (4.6) Why are you doing what you are doing today? The very best leaders have a very strong purpose for what they want to achieve in life, in the market and in their organization. They have a dream. They "feel" their external (or internal) consumers/customers or the market. They are "out there" making the offer better, finding new products and ways to communicate. This allows them to confirm and renew their purpose. In today's corporate world, it’s often hard to keep this up. But "purpose" is absolutely essential for success. Items marked with a (P) relate more to your personality and are hence harder for you to influence.

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Openness/innovation (P) (6.0)

Product feeling (5.5)

Industry feeling (5.0)

Knowing self (4.5)

Customer feeling (4.5)

Market purpose (4.0)

Company purpose (3.5)

Life purpose (3.5)


Your Purpose details YOUR PURPOSE FOOTPRINT OVERALL = STRONG (4.6) Where you score strong

lOpenness/innovation (P): Being very open to new ideas, letting your creativity and imagination flow, innovating. (6.0)

l Product feeling: Fully understanding your products/services ("insideout"). (5.5) l Industry feeling: Understanding how your industry works globally (value creation, trends) and what your competitors do. (5.0) l Knowing self: Understanding your dreams, fears, strengths and weaknesses. So you have a better chance to find your real passion in life and in business. (4.5)

l Customer feeling: Fully understanding your consumers/customers, how they feel, use your products, decide, thinking through their full experience. (4.5)


lMarket purpose: Having a clear vision for impact in your current market. (4.0)

l Life purpose: Being clear about your purpose in life and how it fits with your current roles. (3.5) l Company purpose: Knowing what you want to achieve within your company and with your team. (3.5)



Your Purpose ideas IDEAS Alex Hobbs, Your are pretty clear about what you like to achieve. You may even follow a dream. This is great and probably the No1. driver of success for leaders. Most likely you are very close with your customers/consumers and the industry. You have understood that "feeling the pulse of the market" is essential in order for you to find and renew your purpose, and you excel at it. Your ideas and creativity may at times cause "reactions" internally never mind: you can't innovate and make everybody happy at the same time. Whatever you do going forward, never loose that feeling for the market. YOUR OWN IDEAS


Your Pull YOUR PULL FOOTPRINT OVERALL = STRONG (5.0) We'll now look at how you "radiate" with your vision and ideas. How you excite people, create followers, and ignite action. All these are essential in order to "stick out" in a tough market environment. Items marked with a (P) relate more to your personality and are hence harder for you to influence.

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Energizing (6.0)

Envisioning (6.0)

WinWin (6.0)

Big picture (5.5)

Extroversion (P) (5.0)

Cultural relativity (4.5)

Empowering (4.0)

Focus (4.0)


Your Pull details YOUR PULL FOOTPRINT OVERALL = STRONG (5.0) Where you score strong

lWinwin: Creating supporters by seeking mutual benefits. (6.0)

l Envisioning: Communicating an exciting business vision for the people around you, challenging the status quo, and creating followers. Being able to "tell an exciting story" ranks among the top5 success factors for marketing leaders. (6.0)

l Energizing: Acting as an approachable role model and finding ways to energize people for action/change. Practice what you preach and people will follow you. (6.0)

l Big picture: Stepping back at times, simplifying issues, seeing the big picture, and deriving action from this. A great story is a simple story. (5.5) l Extroversion (P): Communicating with people, sharing your enthusiasm. Even the most convincing ideas require you to “walk the hallways”. This is harder to do for introverted people – but important. (5.0)

l Cultural relativity: Ability to radiate across different cultures, being able to relate to people outside your home market. An essential skill in a global economy. (4.5)


lFocus: Concentrating on top priorities, keeping course. Making sure people know and can trust what you stand for. (4.0)

l Empowering: Giving your team the decision rights they need to act on your vision, trusting them to take the lead, tolerating mistakes of people who take a lead. True followers take your path but do it their way. (4.0)



Your Pull ideas IDEAS Alex Hobbs, You are truly able to excite others with your ideas. You have probably created several followers. This puts you into the unique position to change markets and companies alike. Have a look at all areas above. Which traits could you leverage even more? All strongly rated skills are likely the ones you could focus on. Again, this area is you strength use it and make a real "splash" in your market! YOUR OWN IDEAS


Your Power YOUR POWER FOOTPRINT OVERALL = AVERAGE (3.7) Charging your purpose with organizational power is essential if you want to turn a dream into reality. As a leader you are likely to be part of an organization. Like it our not: internal powermanagement is essential for success especially in marketing where you sometimes don't have all the hierarchical power. Unlike in the other "three P's," power works differently depending on your personality, standing, and environment. Truly unfriendly, erratic and troublesome leaders exist and some are very successful. At least in very hierarchical organizations. But more and more, even people in power don't get away with behaving badly. Today's organizations need rounded leaders who nonetheless know how to exert power; sometimes in a subtle way, sometimes rather directly. Lets look at how skilled you are at using your internal power to make things happen. Again, items marked with a (P) relate more to your personality and are hence harder for you to influence.

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Topalignment (5.0)

Surgency/risk taking (P) (5.0)

Core process alignment (4.5)

Business relevance (4.5)

Architecting (4.0)

Team diversity (3.5)

Expectation management (3.5)

Partner meritocracy (3.0)

Limited desire to be agreeable (P) (1.0)


Your Power details YOUR POWER FOOTPRINT OVERALL = AVERAGE (3.7) Where you score strong

lTopalignment: Fully understanding top management priorities, seeking alignment. A common shortfall of marketers and a source of power if you get this right. (5.0)

l Surgency/risk taking (P): Going ahead and taking risks if you believe something is important; a crucial factor if you really want to make a difference in today's crowded markets. (5.0)

l Core process alignment: Knowing which internal processes are most essential for marketing success, aligning how crucial things are being done. Controlling the key processes (and their language) is a major driver of power in marketing. (4.5)

l Business relevance: Communicating how marketing drives business success in accepted currency (e.g. ROI). No matter how good you are, it's essential that your company leaders can explain why and how you help the company achieve its targets. (4.5)


lArchitecting: Aligning your team's structure and targets to your business goals. Giving quality feedback so you get more energy instead of friction. (4.0)

l Team diversity: Creating teams based on merit and reflecting the diversity of the markets you operate in. Attracting the best will add to your success and credibility. (3.5)

l Expectation management: Creating realistic expectations about your possible impact. In order to build trust, you need to deliver and exceed; not fall short because of wrong expectations. (3.5)

l Partnermeritocracy: Bringing in the best partners to work on priority projects. No matter how good you are: working with the best experts in their fields will likely produce truly outstanding results even if costs are higher initially. And outstanding results will significantly increase your internal power, as people will associate you with success. (3.0)


lLimited desire to be agreeable (P): Your ability to be "ok" if other people don't like you or your ideas. (1.0)


Your Power ideas IDEAS Alex Hobbs, You already have many of the power skills you need to make your ideas and projects happen. This is a great base! Others have more power though. Have a look at the areas above. What is easy for you? Where do you leave things on the table? Perfecting your power skills is a lifelong task. And it doesn't come easy in today's organizations. So while you focus on your customers and consumers’ passion, make sure you build your power skills further. Most importantly, make sure the key leaders in your organization fully understand how your work contributes to company success. You could ask for confidential feedback from some colleagues on things you want to improve. Or observe a few highly regarded leaders in your organization. Keep building. Gaining more power will increase the chances for your great ideas to materialize. YOUR OWN IDEAS


Your Productivity YOUR PRODUCTIVITY FOOTPRINT OVERALL = STRONG (5.1) This factor looks mainly at your managerial skills, which, if applied well, give you a chance to be highly productive. In this survey, we can’t measure your real productivity, but only your potential. Central to a high productivity are your functional skills abut also your ability to get the best out of people. Items marked with a (P) relate more to your personality and are hence harder for you to influence.

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Emotional intelligence (P) (6.0)

Emotional resilience (P) (5.5)

Return orientation (5.5)

Executional/analytic ability and marketing skills (5.0)

Team management (5.0)

Conceptual/creative marketing skills (4.8)

Conscientiousness (P) (4.5)


Your Productivity details YOUR PRODUCTIVITY FOOTPRINT OVERALL = STRONG (5.1) Where you score strong

lEmotional intelligence (P): Being able to put yourself into the shoes of other people, understanding where they are coming from. Knowing your impact on others and being able to adjust your style accordingly. Emotional Intelligence remains the No.1 skill for effective people management. (6.0)

l Return orientation: A strong desire to measure returns and focus on the highest ROI activities. This will most likely produce better results. (5.5) l Emotional resilience (P): Being emotionally stable (not easily upset, stable); this matters, as you need to instill trust in the people you manage. (5.5) l Team management: Getting the best out of people, focusing on the team ahead of yourself. Alone, you can go faster together you can go further. You desperately need a well functioning team in order to produce top results. (5.0)

l Strong executional/analytic ability and marketing skills (overall analytics (P), pricing, promotion, media deployment, customer data mining and retention, multichannel, social media), An increasingly important skillset in a digital age – and the area with the largest skillgaps in global marketing today. (5.0)

l Strong conceptual/creative marketing skills (strategy, branding, advertising, sponsoring, customer experience). Core skills for each marketer. (4.8) l Conscientiousness (P): Strong discipline for getting things done, your selforganization, and reliability. Top management often easily scrutinizes your performance here. (4.5)




Your Productivity ideas IDEAS Alex Hobbs, Overall, you have the potential to be one of the most highly productive leaders. You excel at most functional skills and produce returns, which is central to your value proposition. Hard to give you any advice here, besides "keep going". YOUR OWN IDEAS


Going forward Dear Alex Hobbs, Thank you for taking the 4P Leadership Footprint. We hope you found this report useful and that it has sparked some ideas on how to enlarge your personal Leadership Footprint. If you would like to learn more about marketing leadership, please visit us at www.mAAArketing.com. Your 4P Leadership Footprint Team.


... the small print This survey was designed with the intention to help marketing leaders succeed in a digital world. We took great care in putting this instrument together. However each instrument of this nature may have errors or suggest conclusions that are not in line with reality. We therefore cannot take any responsibility for the results or any actions you take as a result of them. This survey, including its structure, methods and designs are intellectual property of actvance GmbH, Heinestrasse 15a, 50931 Köln, Germany. © 2012, actvance GmbH. All rights reserved. More information about marketing leadership can be found at www.mAAArketing.com


Career

Marketing Director / Marketing Manager Leadership Footprint/Potential