Resilience Report: Does Your Marketing Fit Your Company'sNeeds?
Six Types of Marketing Organizations:
Where Do You Fit In?
By Edward Landry, Andrew Tipping, and Brodie Dixon
Marketing organizations that don't meet their companies’ needs are distressingly common these days. Perhaps this is why a survey in 2004 by the Association of National Advertisers (ANA) and Booz Allen Hamilton showed that the average tenure of a CMO is just two years. We set out to find out what could be done. To avoid a dangerous mismatch -- or correct it -- companies of all sorts need to understand (1) what type of marketing organization they have, and (2) what type of marketing organization they need. A new joint study by Booz Allen Hamilton and the ANA identifies six types of marketing organizations -- each with its own strengths and challenges -- and provides a free, five-minute test to help you identify where your company stands and what can be done to up the performance ante.
To learn more about the Booz Allen/ANA Marketing Profiler and to understand your own company better, visit
http://www.marketingprofiler.com
And to read the full article:
http://www.strategy-business.com/resilience/rr00025
Resilience Report is a monthly update on business complexity and strategy-based transformation. An exclusive service for readers of strategy+business, it offers original research, case studies, and other intellectual capital from s+b and Booz Allen Hamilton.
Art Kleiner
Editor-in-Chief
strategy+business
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posted by Victor Lloyd Smith @ 9:47 AM
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