Spanning Silos: The New CMO Imperative

By David Aaker

Powerful product, country, and functional silos are jeopardizing companies’ marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes — all of which can threaten a company’s survival.

As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today’s marketplace. It’s up to Chief Marketing Officers to break down silo walls to foster cooperation and synergy. This isn’t easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just twenty-three months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to strengthen your credibility with silo teams and your CEO, use cross-functional teams and other strategic linking devices, foster communication across silos, select the right CMO role, develop common planning processes, adapt your brand strategy to silo units, allocate marketing dollars strategically across silos, and develop silo-spanning marketing programs.

In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical — and more difficult — than ever. This book gives you the road map you need to accomplish that feat.

David Aaker has brilliantly dissected the CMO role within complex global organizations and laid out a compelling ‘how-to’ manual for success.”
— Joseph V. Tripodi, CMO and CCO, the Coca-Cola Company

 


comments powered by Disqus


The fine print: All comments are reviewed before they are published, so your comment may not show up right away. We reserve the right to edit and remove comments at any time for any reason. Unprofessional language and spam will be rejected.

Buy your copy of Spanning Silos from Amazon.com or wherever books are sold.

Press Release Read

Read the press release for Spanning Silos.

European CMO Conference Speech Watch

See Dave’s speech about Spanning Silos from the European CMO Conference.

One-Page Summary Download

Read the one-page summary of the book.

Haas School of Business Speech Watch

Watch David present at the Haas School of Business, U.C. Berkeley.


Related expertise

Marketing

Related topics

Brand & Marketing Strategy
Organizational Design

Related insights

Enabling The Drive for Business Growth

The New Brand Normal - It's Really Not So New, And It's Anything But Normal!

Aaker on Branding: 20 Principles That Drive Success


Share