(Length: 23 pages)

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

Executive Summary (This is a document excerpt)

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.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemToday's Marketing Organizations Are Broken

itemProduct And Channel Groups Aren't The Answer

itemThe Customer-Centric Marketing Organization

itemStructure: Create New Metrics, Recalibrate P&Ls

itemCulture: Define A New Role For Marketing

itemInvestment: Move Funds From Media To Technology

itemPartners: Value Customer Insight Over Execution

itemThree Ways Of Moving Toward A CCMO

itemCase Study: Best Buy

itemCase Study: Starwood Hotels & Resorts

itemCase Study: P&G Home Made Simple

recommendations

itemHow To Convince Your CEO To Make The Leap

WHAT IT MEANS

itemThe Marketing Value Chain Pivots — Slowly

itemSupplemental Material

Forrester interviewed 22 vendor and user companies and completed a survey of marketing executives, discussing challenges and opportunities for today's marketing organizations.

Related Research Documents

itemCulture And Process Drive Better Customer Experiences

March 31, 2006, Best Practices

itemSocial Computing

February 13, 2006, Forrester Big Idea

itemOrganizing For Customer-Centric Marketing

July 7, 2005, Best Practices

itemLeft Brain Marketing Planning

May 16, 2005, Forrester Big Idea

itemConsumer-Focused Innovation

March 16, 2005, Forrester Big Idea

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Technology: Brand Strategy, Customer Relationship Management, Direct Marketing, Interactive Marketing, IT Management, IT Organization, Marketing & Advertising, Marketing Organization & Culture, Marketing Planning, Packaged Applications
Geography: Asia Pacific, Europe, North America
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