Is today’s marketing organization broken?

That’s the premise that my colleague Peter Kim takes in his recent report, “Reinventing The Marketing Organization.” His key arguments:

• Marketing groups are in a constant state of reorganization
• Marketing has lost control over the four P’s which historically defined it
• Skills that used to be held in utmost esteem are waning in importance
• In 60% of firms marketing doesn’t hold a seat in the executive suite

What has led to this state of marketing disrepair? The predominance of product- and channel-centric organization structures. These structures result in silos of communication, inhibit marketing integration – and encourage competition – and generally make it really difficult to put the customer first.

    

So, what do you think? Is marketing broken and what are the key imperatives required to fix it?

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