Sustainable marketing transformationSeptember 5, 2016
Towards mastery of 10
critical marketing disciplines
The business landscape is changing with increasing pace: digitalization, globalization and growing data availability challenge most traditional marketing models. Consequently, 8 out of 10 CMOs acknowledge the need for profound transformation of marketing models and concepts. Many marketing units in larger corporations have already undergone significant changes in recent years. Unfortunately, these changes have very often been executed in an unorchestrated and organic manner, leading to organizational “mushrooming”, i.e. spreading resources too thin, creating more “silo” behavior and establishing non-scalable organizations. In this white paper, we introduce experiences from leading companies and our perspective on how to manage a successful and sustainable marketing transformation.
“Over the course of the marketing transformation process, we reorganized three times to get the model right. One must acknowledge that ongoing changes are part of the life of a modern marketer.”