offers marketers 'dollars-and-cents' advice
February 15, 1999
BY MICHAEL KRAUSS
This is one of an ongoing series of articles on interactive marketing
leaders who are doing things other marketers could learn from.
They are not yet household names. The executives we profile are
laboring in the trenches today and will be in the headlines tomorrow.
They're the emerging leaders of an emerging marketing discipline.
rank and serial number: David Bernauer, 54, president
and chief operating officer, Walgreen Co., Deerfield, Ill.
A lifelong Walgreen's employee: store pharmacist after graduating
from North Dakota State University in 1967; held various positions
in store management and operations, then became district manager
in 1979; regional vice president, 1987; corporate vice president
and treasurer, 1990; vice president of purchasing and merchandising,
1992; chief information officer, 1994; president and COO, January
"Everyone should focus on one common language, the language
of dollars-and-cents business benefits."
when facing technology investments: "Somehow you
have to force that marketing person to have the discipline and
the guts to commit to a dollars-and-cents amount. Then the technologist,
someone who's been in systems development for a long time, can
look at marketing's idea and say, 'This isn't going to work,'
and dismiss it out of hand, or 'This idea is great and we better
get going right away.'"
to success: "The world is complex today. If the
people working for you don't know more than you do, then they're
probably not the right people. You need people to work together.
You need to provide leadership. You need to explain the goals
of the business. We're not a command-and-control kind of environment."
If the business
benefits of new technology are unclear: "In my book, that's
a cop-out. If you can't stand up for a benefit, at least to an
order of magnitude, then IT shouldn't do the project."
marketers are likely to make: Forgetting rule No. 1:
"The customer wants simplicity and control. Keep focused
on what the customer wants. You're always going to be successful."
advice: "Concentrate on your management skills.
You need to have a real understanding of human behavior and psychology
to be successful. You need to understand and have empathy for
your fellow workers."
Web-based initiatives: Can't discuss them. Keep an eye
is a partner with Diamond Technology Partners in Chicago.
He can be reached at email@example.com.