Why do so many chief marketing officers of multinationals last only two
or three years on the job? Because product and country marketing teams -
or "silos" - make their professional mandate impossible. Without synergy
across silos, global CMOs cannot achieve their goals. In this eminently
practical audiobook, branding guru David A. Aaker tells CMOs what they
must do: - Find the right role and scope - Gain credibility and buy-in -
Use teams to link silos - Develop a common planning process - Adapt the
master brand to silo markets - Prioritize brands in the portfolio -
Develop silo-spanning marketing programs For each item, Aaker breaks
down the CMO's ambitious organizational challenges into manageable tasks
of facilitation, consultation, and partnering. With his guidance, CMOs
will have a better chance of reducing the negative attitude toward
central marketing, gaining necessary support and resources, implementing
cross-silo strategy and programs, cultivating a marketing-oriented
culture, improving the pool of marketing talent, and moving toward a
leadership role. For some firms, reducing the silo problem is the key to
winning; for others, it is no less than the key to survival.
