Leadership in many organizations derives authority from a hierarchical organizational structure. But the hierarchy does not make the leader effective, the People and their Behaviors do. Influential Leadership is a networked organization leader who derives their authority from their Character, Competence, Passion, and Vision to lead across the organization.
The Director of Marketing is a role that has subordinates; Social Media Coordinator, CRM Analyst, e-Mail Marketing Manager, e-Mail Marketing Analysts and Digital Advertising Specialists. The hierarchical structure looks as if the Direct of Marketing is “leading” the group but in reality, that role is a MANAGEMENT role, not a leadership role.
Leadership is born out of behavior. The Director of Marketing is an Influential Leader when they lead the Vice President of Marketing and CMO with a vision of marketing execution, analytics and customer insights that help them achieve the purpose and goals of the organization. They are an Influential Leader when they reach across to the Information technology team supporting marketing activities and influences them to align technology platforms to deliver the execution needed to meet the purpose and goals of the organization. The Director of Marketing is an Influential Leader when they work with the Director of Finance to build measurement models that can be attributed to marketing performance to the performance of the organization and collaborates on analytics.
Influential Leaders lead with Influence using their competency and connections to create a collaborative and empowered network that executes on the goals and purpose of the organization. All members of the organization, whether directly or indirectly involved in marketing, have a role in supporting the operations that impact the organization as a whole.
Influential Leaders possess a set of skills that are required to exert influence: Social Skills, Technical Skills, Ethical Skills and Personal Skills. Each set of skills enable Influential Leaders to engage an organization.
The Influential Leader in an organization is widely known outside of their discipline and function. They share their vision for the future of the business and explain the role every individual and team in the organization performs to achieve the vision. They align purpose and goals with a future state and empower and collaborate through authority driven by influence, not position. People are leaders by behavior, not position.
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