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	July 13, 2006 Reinventing The Marketing Organization Customer Groups Should Trump Channels, Products, Or Geography by Peter Kim with Chris Charron, Jennifer Joseph, Freda Lynn Gates, Elana Anderson	Average: 7  (5 ratings)

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Executive Summary

Today's marketing organizations are broken. Three out of four marketing departments have reorganized in the past two years. Almost 80% of marketers don't influence a critical customer interaction like customer service, and 85% don't even own the "four Ps" of marketing anymore. To regain effectiveness, marketers must transition to a Customer-Centric Marketing Organization. Doing so requires: 1) redesigning P&Ls and metrics; 2) shifting culture away from marketing communications; 3) investing in a customer relationship infrastructure; and 4) rethinking agency relationships.

TABLE OF CONTENTS

• Today's Marketing Organizations Are Broken
• The Customer-Centric Marketing Organization
• Three Ways Of Moving Toward A CCMO

RECOMMENDATIONS

• How To Convince Your CEO To Make The Leap

WHAT IT MEANS

• The Marketing Value Chain Pivots — Slowly
• Supplemental Material
• Related Research Documents

This is an excerpt

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