A framework for aligning growth strategies and capabilities
Sweeping technological change has revolutionized marketing, while societal challenges have raised expectations about marketers’ social performance. This has altered customer needs, accelerated the entry of new types of competitors, and generated novel opportunities for value creation. It has also transformed how the function must work, requiring that it become more agile, interdependent, and accountable for driving firm growth. The authors provide a framework to help leaders identify the organizational design and capabilities needed to build a competitive, next-generation marketing function. Their framework has been used to guide marketing transformations at companies across industries, including consumer packaged goods, transportation, financial services, and retail.
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