Marketing middleware: The glue connecting business strategy and marketing execution
Jeff Gourdji and Jeff SmithProphet
Short CMO tenure has become a widely accepted fact of life. The arguments for this state are quite familiar: poor cultural fit, overly ambitious agenda, lack of productivity, change in business strategy, and no budget, to name just a few.
More often than not, there's a more fundamental issue at play, and it's one that is systemic across organizations. There's a missing piece of what we call marketing middleware— the "Intel Inside" of marketing. This middleware is the organizational marketing capability necessary for the...