Based on decades of real-world experience and global boardroom engagements, this viewpoint by Professor Malcolm McDonald distils the ten core principles that underpin high-performing, profitable marketing functions. Far beyond promotion or brand management, Malcolm redefines marketing as the engine of strategic, measurable business growth.
This paper is ideal for CEOs, CFOs and CMOs seeking a structured and value-driven approach to marketing leadership, planning, and accountability.
What’s Inside?
A clear framework and diagnostic checklist that every marketing leader should use when aligning strategy to shareholder value creation. The principles address:
- Marketing as the driver of boardroom strategy – not just a downstream function
- Understanding the market and decision-makers – define markets by needs, not products
- Segmentation by needs – avoid demographic and psychographic shortcuts
- Relative competitiveness – map your strengths vs. competitors, by segment
- Segment prioritisation – invest where value creation potential is greatest
- Realistic, segment-specific strategies – including quantified value propositions
- Shareholder value measurement – prove your strategy beats cost of capital
- Financial justification of marketing investments – tie every spend to outcome
- Internal communication and buy-in – strategy must be understood company-wide
- Professionalism and ethics – marketing leadership means moral responsibility too
Supporting Tools & Models
- The Profitable Growth Process™ – a 4-stage strategic marketing model
- Segment matrix analysis – attractiveness vs. competitiveness
- Risk-adjusted shareholder value projections – link strategy to valuation
Quote
“Any strategy statement that cannot explain why customers should buy your product or service is doomed to failure.” – Professor Malcolm McDonald
Download the Full Viewpoint
This summary presents the headline thinking — but the full PDF includes the principles in detail, complete with methodology, supporting tools, and real-world relevance across sectors.