Book description
As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy.
This isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just twenty-three months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to:
Strength your credibility with silo teams and your CEO
Use cross-functional teams and other strategic linking devices
Foster communication across silos
Select the right CMO role-- from facilitator to strategic captain
Develop common planning processes
Adapt your brand strategy to silo units
Allocate marketing dollars strategically across silos
Develop silo-spanning marketing programs
In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical--and more difficult--than ever. This book gives you the road map you need to accomplish that feat.
Table of contents
- Cover
- Also by David A. Aaker
- Copyright
- Dedication
- Preface
- Acknowledgments
- Introduction: The New CMO—Why?
- Chapter One: Find the Right Role and Scope—The CMO’s New Job Description
- Chapter Two: Gain Credibility and Buy-in
- Chapter Three: Use Teams and Other Routes to Silo Linking
- Chapter Four: Develop a Common Planning Process and Information System
- Chapter Five: Adapt the Master Brand to Silo Markets
- Chapter Six: Prioritize Brands in the Portfolio
- Chapter Seven: Create Winning Marketing in a Silo World
- Conclusion: The CMO’s First Ninety Days
- Notes
- About the Author
Product information
- Title: Spanning Silos
- Author(s):
- Release date: October 2008
- Publisher(s): Harvard Business Review Press
- ISBN: 9781422163689
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