Tuesday, May 31, 2005

Marketing is Leaderless in Nearly Half of All Companies

Okay, count me as stunned at a recent report from Forrester Research that could account for the struggle of marketing to assert itself in the corporate ladder. Forrester identified that just more than half of b-to-b companies with revenues of more than $1 billion have a CMO.

In companies without CMOs, the marketing function is often highly decentralized, with various marketing functions reporting to different organizations-such as sales or product lines-throughout the enterprise.

For such leaderless organizations, the biggest challenge is deepening the relationship and value of existing customers. Companies that do have a CMO, on the other hand, struggle to build an effective relationship with sales.

What is clear is that the silo approach, whether it favors a centralized or decentralized marketing function, won't work.


At 3:22 AM, Anonymous Anonymous said...

I don't get to read Forrester. Did the study provide any information showing an impact, pro or con, of having a CMO? I would expect one, but it would be nice to have support.

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