The world is changing. Is your marketing?
A world where the industrial era practices of command-and-control or even Kotler-type 4P approaches simply don’t cut it any more.
Read more →Topic
marketing transformation
1 belief on marketing transformation, written by Mahesh Murthy.
Most marketing organisations are structured for a media landscape that stopped existing years ago. The channels changed, the buying changed, the measurement changed, and the org chart stayed put. Transformation, as practised, usually means new software running old habits.
Real transformation starts with the incentive, not the tool. Change what the marketing function is accountable for and the rest follows: the team composition, the channel mix, the reporting. Leave the accountability vague and you can buy every platform on the market and still get the same outcomes.
The writing below is about what actually changes marketing, as opposed to what merely gets announced at conferences.
Related reading