March 9, 2007

How To Improve Marketing's Internal Credibility

Three Keys Set The Stage For Reinvention

by Peter Kim

with Cliff Condon, Cindy Commander, Sarah Glass, Jennifer Joseph

Executive Summary (This is a document excerpt)

Marketing leaders are starting to take steps to reinvent their organizations in order to drive long-term success. But they are discovering that they lack the internal capital required to lead change. Today's marketing function lacks authority, follows the lead of other departments, and operates disconnected from peer functions. To build momentum for marketing reinvention, marketers must focus on three key activities: 1) setting executive expectations regarding responsibility and accountability; 2) building bridges with peer functions through communication and collaboration; and 3) extending internal capabilities by balancing skills and resources.