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Student Essay

4706 words - 19 pages

SPOTLIGHT ON THE NEW MARKETING ORGANIZATION

Spotlight

HBR.ORG
ARTWORK Markus Linnenbrink DIEDRITTEDIMENSION, 2011 JVA/Prison, Düsseldorf Rath, Germany

The Ultimate Marketing Machine
Most marketing organizations are stuck in the last century. Here’s how the best meet the challenges of the digital age. by Marc de Swaan Arons, Frank van den Driest, and Keith Weed

July–August 2014 Harvard Business Review 55

SPOTLIGHT ON THE NEW MARKETING ORGANIZATION

In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and ...view middle of the document...

Light quickly focused the team on de ning marketing’s purpose, its goals, and a process for achieving them. Once those had been clari ed, a rational reorganization could occur. To understand what separates the strategies and structures of superior marketing organizations from the rest, E ectiveBrands—in partnership with the Association of National Advertisers, the World Federation of Advertisers, Spencer Stuart, Forbes, MetrixLab, and Adobe—initiated Marketing2020, which to our knowledge is the most comprehensive marketing leadership study ever undertaken. Coauthor Keith Weed, the CMO of Unilever, is the chairman of the initiative’s advisory board. To date the study has included in-depth qualitative interviews with more than 350 CEOs, CMOs, and agency heads, and over a dozen CMO roundtables in cities worldwide. We also conducted online quantitative

THE ULTIMATE MARKETING MACHINE HBR.ORG

Idea in Brief
THE CHALLENGE
How marketers engage with customers has profoundly changed. Yet in most companies the organization of the marketing function is stuck in the past. What strategies, structures, and capabilities should marketers adopt to excel?

THE RESEARCH
The Marketing2020 study surveyed more than 10,000 marketing executives globally about their organizations’ data analytics capabilities, brand strategy, crossfunctional and global interactions, employee engagement, and other factors and compared the responses of high-performing and low-performing organizations.

THE CONCLUSION
High performers excelled in their ability to leverage customer insight, communicate a societal purpose, and deliver a rich customer experience. They also demonstrated superior cross-functional collaboration, strategic focus, organizational agility, and training. New, fluid organizational structures facilitate these capabilities.

surveys of 10,000-plus marketers from 92 countries. The surveys encompassed more than 80 questions focusing on marketers’ data analytics capabilities, brand strategy, cross-functional and global interactions, and employee training. We divided the survey respondents into two groups, overperformers and underperformers, on the basis of their companies’ three-year revenue growth relative to their competitors’. We then compared those two groups’ strategies, structures, and capabilities. Some of what we found should come as no surprise: Companies that are sophisticated in their use of data grow faster, for instance. Nevertheless, the research shed new light on the constellation of brand attributes required for superior marketing performance and on the nature of the organizations that achieve it. It’s clear that “marketing” is no longer a discrete entity (and woe to the company whose marketing is still siloed) but now extends throughout the rm, tapping virtually every function. And while the titles, roles, and responsibilities of marketing leaders vary widely among companies and industries, the challenges they face—and what they must do to...

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