Spanning Silos
The New CMO Imperative
Harvard Business Review Press, 2008
Category:
Sales & Marketing
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(5)In this summary you will learn
- How to convert silos into assets by fostering communication and cooperation
- How chief marketing officers can gain influence and credibility
- How to use various tactics, including cross-functional teams, to create “silo-spanning” branding and marketing
Why you should read Spanning Silos
Chief marketing officers often face two serious corporate problems: first, trying to market and promote a company’s brands when its internal units or departments are not working well together and, second, building credibility in such a contentious atmosphere. David Aaker’s marketing book brings considerable analysis to bear on these issues, perhaps even too much. It may be that the cure he seeks resides in organizational change, not marketing. Nonetheless, his information on fostering cooperation and communication, drawn from more than 40 interviews with chief marketing officers, will help senior marketers. getAbstract suggests it to those who represent multibrand, multinational corporations. You can market your company, if you can get its fragmented silos to work well together for the greater good of powerful marketing.
About the Author
David Aaker is vice chairman of Prophet, a strategy consulting firm, and professor emeritus of marketing strategy at the Haas School of Business, University of California at Berkeley.
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