Your cover story on Martin Glenn's approach to managing his marketing team at Birds Eye raises a number of important issues for marketing effectiveness (MW, 11 October). 

 

The piece reports the original structure that separated marketing strategy from activation has been dismantled to give the marketing team end-to-end responsibility. This greater empowerment should also be afforded to the new marketing director.

 

Business performance improves considerably in organizations with "empowered" chief marketers because such individuals have the ability to wield extensive influence in shaping the company and improving financial Performance. 

 

Our analysis shows that 54% of them believe "marketing effectiveness" to be a top business and marketing priority. Furthermore, most empowered chief marketers play a decision-making role in pricing and product development, and are also accountable for revenue, margin or volume. 

 

Unfortunately, this new empowered chief marketer remains the exception to the rule. However, those who can anticipate needs, "test and learn" with different marketing tactics and are prepared to take risks will give themselves a much greater chance of success.

 

Sarah Essex

Senior Partner Europe

Prophet

LondonWC2