The Marketing Movement

Most marketing books are written for marketers. This one is written for leaders. Stop treating marketing as a cost centre. Start leading it like a business executive. Marketing doesn't fail because of bad campaigns. It fails when organisations fail to think strategically about marketing. Leaders become trapped in justifying budgets and defending headcount, instead of influencing outcomes and translating "marketing speak" into C-suite impact. The Marketing Movement changes that dynamic. This a strategic playbook for leaders who operate in complex enterprises where success requires influence, cross-functional alignment, and the ability to deliver measurable business outcomes-not just brand awareness or digital marketing activity. Using the SHAPE Framework (Strategy, Heart, Activation, Purpose, Execution), you'll learn to: ¿ Position marketing as the strategic engine that drives revenue and competitive advantage ¿ Build high-performance teams that execute with precision in matrixed organizations ¿ Master your first 100 days in a new marketing leadership role ¿ Translate marketing metrics into business language that earns board-level credibility ¿ Design brand architecture that supports scalable growth across complex portfolios Author Charral Izhiman uses movement and performance system metaphors such as the Formula 1 team principle throughout. The author draws on motorsport, automotive engineering, royalty, and orchestration to illustrate how leadership, culture, technology, and execution must work in perfect synchronisation. The idea of a 'movement' reflects the change required to shift outdated perceptions and the collective momentum created when people are inspired to act. Who is this book is for? ¿ Marketing Directors and VPs positioning for CMO roles ¿ New CMOs navigating their first 100 days ¿ Senior marketers in B2B enterprises managing complex buying committees ¿ Marketing leaders tired of tactical execution conversations who want strategic influence ¿ C-suite and business leaders who want to better understand, unlock the power of modern marketing and drive change If you're ready to elevate from doing to leading, this is your roadmap. WHAT READERS ARE SAYING Anna Langford Head of Marketing, Deem Finance "Every page rang true. The dilemmas, the politics, the pressure to prove marketing's value - it's all here, expressed with clarity and precision. This book is the closest I've seen to a playbook for how CMOs think, act, and lead when the stakes are high. If you want to understand what it's really like to drive growth from the C-suite, this is essential reading." R. Michael Anderson MBA MA 3x Software Entrepreneur, Psychologist & author of 'Leadership Mindset 2.0' "The Marketing Movement is Transforming how leaders think about marketing in business. It sheds new light on how to think about marketing from a strategic angle while giving you concrete tools to implement immediately. It's both a mindset shift and a guide to marketing leadership, which is precisely what modern marketers and CEOs need."