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	January 29, 2009 Corporate Marketing: Does It Matter? The Role And Responsibilities Of Corporate Marketing by Cindy Commander with Jaap Favier, Erik Hood	Average: 8  (3 ratings)

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Executive Summary

Corporate marketing is a poorly defined role within most organizations, and it fluctuates as the organizational structure shifts from centralized to decentralized and back. However, regardless of the structure, it is time for corporate marketers to step up and fulfill three key purposes for the marketing organization: leadership, learning, and efficiency. Marketing leaders should sit down with their peers to define the responsibilities and success metrics of corporate marketing, then align the processes and job descriptions, and check that the department has the right skills to execute.

TABLE OF CONTENTS

• Corporate Marketing Is Having An Identity Crisis
• Corporate Marketing Needs A New Identity — And A Defined Purpose
• The New Identity Will Position Corporate Marketing To Add And Prove Value

RECOMMENDATIONS

• Make Corporate Marketing Matter
• Related Research Documents

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