I’m feeling a lot of great momentum behind recent research into Reinventing the Marketing Organization. On a related note, two critical aspects of reinvention are the cultural and political shifts that must occur within an organization. There’s a new post on Forrester’s marketing blog about addressing these topics via the marketing of Marketing and six elements for executives success therein:
- Define your role and responsibilities;
- Educate your peers AND yourself;
- Proactively collaborate;
- Develop a strong team;
- Actively pursue accountability; and
- Engage in two-way communication.
While these seem fairly high level, Cindy’s research gets pretty in-depth about how to make this happen. As the saying goes, the devil is in the details. I’ll be exploring this issue in future research as well.