by Marc de Swaan Arons, Frank van den Driest, and Keith Weed circa 2014.
If there is one thing that hasn’t changed in the marketing industry, it is the use of technology (especially computers) to exchange and share information. However, the means of exchanging the information is something that evolves drastically in a short period of time. With new approaches surfacing, previous ones become outdated and forgotten.
“Marketing leaders instead must ask, “What values and goals guide our brand strategy, what capabilities drive marketing excellence, and what structures and ways of working will support them?” Structure must follow strategy—not the other way around.”
In recent years it has become more beneficial for marketing companies to toss their previous organizational strategies and allow themselves to have a fresh, less constricting start while still protecting their core values and goals. The question is where does one start. Methods vary company to company so it is vital to research effectiveness and rates of success that competitors may have.
“High performers in our study are distinguished by their ability to integrate data on what consumers are doing with knowledge of why they’re doing it, which yields new insights into consumers’ needs and how to best meet them.”
|Traits of High Performing Organizations|
|Big data, deep insight.||Purposeful Positioning.|
|Total Experience.||Organizing for growth.|
|Focusing.||Organizing for agility.|
|New marketing roles.||The networked organization.|