27 February 2017 Last updated at 03:25 GMT

Leadership and the role marketing plays

"Leadership is lifting a person’s vision to high sights, the raising of a person’s performance to a higher standard, the building of a personality beyond its normal limitations." —Peter Drucker

If you look at Steve Jobs and his role as a leader and marketer at Apple Inc., it's easy to see how the two roles work closely together. Without marketing, no-one would be any the wiser about Steve Jobs role at Apple Inc nor would we have had the opportunity to be captivated by his performances each time he launched a new product. Instead, we would simply wait for a product to be on the shelves and without all the "sizzle" we probably would never have been as enticed to stand in line and buy each product the minute it was launched.

Some leaders fail to see the value in marketing, and although they may have a role in the organisation that is responsible for certain outcomes, they may see it more as a sales related function which is why it often falls under this umbrella.

Smart, insightful, charismatic, thought leaders understand the value of marketing. They use it and often abuse it to become leaders that everyone follows. Rather than focus solely on a product or service marketing campaign, they use it to elevate their position in the market with a double edge sword, by at the same time ensuring that the company brand and positioning benefits from association.

3 Ways Leaders Use Marketing 

1. Strategically: Many great leaders have their own personal brand strategy, with certain KPI's that may include; writing books, gaining column centimetres in newspapers and magazine, presenting as a keynote at industry events and networking.

2. Public Relations: Utilizing company PR teams as the key spokesperson on all topics related to the company and industry ensuring that regular, consistent and thought-provoking commentary leads to greater recognition for both the "leader" and the company.

3. Lead Generation: While some leaders may include their own profile in lead generation campaigns, others may be more subtle and utilize their position and ability to encapsulate the essence of the business by attending sales presentations, networking with prospects and speaking at events, webinars and seminars.

"A leader is one who knows the way, goes the way, and shows the way." - John Maxwell.


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