Specialising ourselves into irrelevance
Gareth KayChapter
Increased compartmentalisation is weakening the marketing function
In the last issue of Market Leader, Luc Bardin wrote about the increasing pressures facing CMOs: the slow pace in gaining board approval and the declining influence on innovation and other disciplines. Luc's article offers a clear blueprint for a more valuable future for marketers. But here I want to focus on the fundamental issue, at least as I see it from the viewpoint of someone who works with marketers. The creation of value – both real and perceived – is diminishing as marketing...